Uwant’s Resilience in China’s Brutal Cleaning Appliance Market

Uwant special article, focusing on the "Sweeping Monk" vacuum cleaner and Uwant product innovation.

https://mp.weixin.qq.com/s/pXWz2Z5-VyhTtS0xEy2uaA

Yesterday, Uwant held a product launch conference and released its latest vacuum cleaner product——

Uwant Sweeping Monk Vacuum Cleaner

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Uwant Sweeping Monk is a sweeping vacuum cleaner with a base station. This product has many innovations.

First, HEPA and steel mesh are self-cleaning.

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There is an automatic dust scraping device, and the green light on the floor brush shows dust. After the vacuum cleaner is used, it can be directly pushed into the base station, and then the base station will suck the garbage in the vacuum cleaner into the base station. This way, the vacuum cleaner can be used for dozens of days without cleaning.

The biggest innovation is the innovation in the design of the floor brush. The rotating roller in the traditional floor brush is changed to a roller that vibrates front and back, which avoids the problem of entanglement of the floor brush at the source.

This press conference paid a lot of tribute to Dyson. In terms of base station vacuum cleaners, domestic brands are already ahead of Dyson.

We invited Li Weijia to the press conference. Li Weijia is the host of Hunan Satellite TV. He was known as a mysophobia on the Internet. When he goes home, he not only has to clean all the places, but even the soles of his shoes. Such a celebrity with a clean image is indeed very compatible with the product vacuum cleaner.

Uwant is said to be able to achieve sales of 4 billion this year, which is impressive in itself, not to mention in the cleaning appliance industry surrounded by giants. I said in the previous video that the cleaning appliance industry has been extremely difficult in recent years. Tens of billions of funds have entered the industry, and countless awesome companies have suffered huge losses in it. It is very impressive that Uwant can survive in such an environment and grow into a billion-dollar giant.

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Uwant Sweeping Monk press conference

Here I will also share some information I learned about Uwant:

Mr. Yang Yongbo of Uwant has a background in e-commerce marketing. He was previously an agent for Bissell in China. They also managed Bissell when it was very popular in China for a while.

In the wave of cleaning appliances that broke out in 20 years, Mr. Yang and others were determined to establish their own brand. At the beginning, Uwant only had the English brand name Uwant. The Chinese name of Uwant was only started to be called Uwant in the following years.

The first product is a two-cup mite remover

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The category of mite remover has been a low-end product before, and the retail price is around 199 all year round. But Uwant launched a double-cup mite remover at that time, priced at 799, and sold hundreds of thousands of units a year, making it the envy of its peers.

Then the entire industry followed up on the design of the double-cup mite remover, and now the double-cup mite remover has become the mainstream in the industry. From the actual experience of the product, the performance of the double dust cup is nothing special. The sales volume of the cyclone separation dust cup is that of the single dust cup. However, for consumers who are not familiar with the industry, the double cup is a very good marketing point. Uwant is a company that is very strong in marketing and can well grasp the pain points of the industry.

Next is the fabric cleaning machine.

This product line was previously only available in the North American market. When Uwant was an agent for Bissell, the sales were quite good. When Uwant made this product line himself, the sales of fabric cleaning machines exploded in China. The entire industry has followed suit, but the domestic fabric cleaning machine market has not taken off. Instead, some companies have begun to sell out overseas.

The popularity of the above two product lines is entirely due to Uwant, and in terms of price, Uwant is relatively high in the industry and does not engage in price wars with others. As these two products became popular, Uwant also received investment from Sequoia.

Then came the hard floor washer war. Naturally, Uwant would not miss it and launched a product with dual roller brushes and blade cutting.

At that time, the giants in the industry were wealthy ones like Tineco, Dreame, Roborock, Haier, and Midea. It was very difficult to compete with these companies for marketing promotions and products.

For a while, I was doing live product reviews, selling brand hard floor washers, and I often dealt with these brands. Uwant was the first to sell goods in the brand's official evaluation live broadcast room. At that time, it should be able to do hundreds of thousands or even millions of sales a day.

At present, Uwant's team has the greatest penetration in Xiaohongshu, Douyin and Bilibili. It is estimated that bloggers, big and small, will receive their promotion. I have an account that I haven’t used for a long time, and I have received inquiries about their promotion.

If you look at Uwant's product line, unlike Tineco and Dreame, they have very cool functions and strong financial investment. It’s more about making some small improvements, and sometimes it doesn’t have many advantages compared to competing products. But they are able to sell very large volumes through their strong marketing and sales capabilities. This is also the reason why they can survive and thrive in a cutthroat competitive environment.

As the product line continues to grow, Uwant's R&D team is also growing, and now has several hundred people. Some of the products are produced in-house and some are produced in cooperative factories. Now Uwant's robot vacuum factory is also OEM for some foreign giants. Originally, I thought they might be able to do around 1 billion, but I didn’t expect to hear that it could reach 4 billion this year, which was also far beyond my imagination.

Many friends often ask me what I think of Uwant.

I've thought about it a lot, and I think it might be more appropriate to use one word to describe it, and that is "tenacious". Just like weeds with tenacious vitality, no matter how bad the external environment is, Mr. Yang and his team can always find the right opportunity to survive and grow.

Whether in product development or marketing promotion, Uwant is a company worth studying seriously.

Tour Danny

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