- Ninebot Limited controls the Navimow business through a 69.26% group interest in Willand and related Navimow entities as of December 31, 2025; it is not a wholly owned business.
- Willand (Beijing) Technology is the registered owner of key Navimow trademarks and the manufacturer named in current Navimow manuals.
- Regional Navimow companies, sellers, importers and dealers may divide sales, compliance, software and warranty duties, so buyers must verify the exact entity and SKU.
Segway Navimow is controlled by Ninebot Limited, the public company behind Segway-Ninebot. Ninebot’s latest annual report says the group held a 69.26% interest in Willand (Beijing) Technology and related Navimow entities at December 31, 2025. Willand is the operating company behind the mower business, the registered owner of key Navimow trademarks and the manufacturer named in current product manuals.
The remaining interest is held outside the Ninebot group following employee and core-team equity incentives. Navimow is therefore a controlled business, not a wholly owned Ninebot division. Xiaomi is an investor in Ninebot through a minority shareholding relationship; it is not Navimow’s parent company.
For distributors and procurement teams, the complete answer also requires the contract seller, importer, authorized dealer, exact model, software region and warranty provider. Those roles can change by market even when the mower carries both Segway and Navimow branding.
Navimow Ownership at a Glance
| Company or layer | Verified role | Important boundary |
|---|---|---|
| Navimow | Robotic lawn-mower brand and product business | A brand and business name, not the listed parent company |
| Ninebot Limited | Public company that controls the Willand/Navimow group | Reported a 69.26% group interest at December 31, 2025, not 100% ownership |
| Segway-Ninebot | Corporate and commercial identity used by the Ninebot group | Should not be treated as the name of every contract or manufacturing entity |
| Willand (Beijing) Technology | Core Navimow company, trademark owner and manufacturer named in current manuals | Manufacturer identity does not prove the assembly site or origin of every SKU |
| Minority shareholders | Employee, management and core-team equity outside the Ninebot group | Minority ownership does not remove Ninebot’s control |
| Gao Lufeng and Wang Ye | Actual controllers of Ninebot Limited through special voting rights | Their 57.73% figure is voting control, not economic ownership of Navimow |
| Xiaomi-related investment | Minority investment in Ninebot through People Better Limited | Investment and ecosystem history do not make Xiaomi the parent company |
| Navimow B.V. and Navimow Inc. | Regional Navimow entities named in corporate and privacy documents | A regional entity is not automatically the seller, importer and warrantor for every order |
| Distributor or dealer | May sell, install, service or process warranty claims | Authorization must be checked for the destination, channel and exact model |
Who Owns Segway Navimow?
The most accurate short answer is: Ninebot Limited controls Navimow through its majority interest in Willand and the related Navimow companies.
Navimow’s official company page describes Navimow as a subsidiary of Segway-Ninebot. It says the business was formed in 2021 by integrating Segway-Ninebot’s Home Service Robotics Division with its AI and Robotics Technology Research Institute.
The legal ownership detail comes from Ninebot Limited’s 2025 annual report. The report identifies Willand (Beijing), Willand’s Zhuhai and software companies, Navimow B.V. and Navimow Inc. as subsidiaries within the consolidated group. Ninebot reported a 69.26% interest in those entities at year-end 2025.
This produces three different but compatible answers:
- Corporate controller: Ninebot Limited.
- Core Navimow operating company: Willand (Beijing) Technology.
- Brand used in the market: Segway Navimow.
Writing only “Segway owns Navimow” hides the company that owns the trademark and appears in manufacturer documents. Writing only “Willand owns Navimow” hides Ninebot’s majority control. Buyers need both layers.
What Is Willand, and Why Does It Appear on Navimow Documents?
Willand (Beijing) Technology is the company behind the Chinese name 未岚大陆. It grew from Ninebot’s home-service robotics and AI research operations and now handles the research, design, manufacturing and sale of robotic lawn mowers.
Ninebot’s annual report treats the Willand group as a product research, production and sales subsidiary. It reported approximately RMB 1.98 billion in 2025 revenue and RMB 285.8 million in net profit for the Willand group. Ninebot separately reported RMB 2.00 billion of revenue for its broader “service robots and accessories” segment. Those figures are close, but they are not identical reporting categories and should not be substituted for each other.
The same annual report says Navimow had served more than 400,000 households. This is a company disclosure rather than an independently audited market-share measure, but it shows that Willand is no longer a small experimental project inside a mobility company.
Does Ninebot Own 100% of Navimow?
No. Ninebot controls the business but does not own all of it.
Ninebot previously held 80% of Willand and the main Navimow entities. During 2025, minority shareholders invested additional capital. The group’s interest was diluted to 69.26%, while Ninebot retained control and continued to consolidate the companies in its financial statements.
The Shanghai Stock Exchange announcement describes the transaction as an equity-incentive program for Willand management, an employee holding platform and selected Ninebot directors, executives and core employees. The transaction did not transfer Navimow to an outside strategic buyer.
Ninebot itself is a public company with a special voting-right structure. Its 2025 annual report says founders Gao Lufeng and Wang Ye together controlled 57.73% of Ninebot’s voting rights at year-end. That figure describes control over Ninebot; it is not a 57.73% direct shareholding in Navimow.
Who Owns the Navimow Trademark?
Willand (Beijing) Technology is the registered owner of key Navimow marks.
For example, the Canadian Intellectual Property Office record for a live NAVIMOW registration identifies Willand as the registered owner. The record also shows that ownership was transferred from Segway Inc. to Willand with an effective date in May 2023.
That transfer helps explain why older manuals or search results may associate the mark with Segway Inc., while current records and legal documents point to Willand. Trademark ownership is territorial and class-specific, so legal diligence should still use the relevant national register and product class. One national record is evidence of the relationship, not a worldwide legal opinion.
The commercial map is nevertheless clear: Navimow is not merely an unrelated mower manufacturer borrowing a retailer’s name. Willand sits inside the Ninebot-controlled group and owns key Navimow trademark rights.
Who Manufactures Navimow Robot Mowers?
Current Navimow product documents name Willand (Beijing) Technology Co., Ltd. as the manufacturer.
The official i2 AWD manual, for example, lists Willand as the manufacturer and gives its Beijing address. The Terranox commercial mower manual does the same in its conformity declaration.
This answers the legal-manufacturer question, but not every origin question. A Beijing manufacturer address does not prove that every component or finished mower was produced at that address. For an exact shipment, verify:
- the manufacturer on the model manual and declaration;
- the factory or assembly site on supplier and quality records;
- the country of origin on the unit, carton and customs documents;
- the model and serial number across the quotation, invoice and compliance file.
The legal manufacturer, physical factory, exporter and country-of-origin declarant can be different parties in one supply chain.
Does Xiaomi Own Navimow?
No. Xiaomi is not Navimow’s parent company and does not control Ninebot.
Ninebot’s listing materials identify People Better Limited as an investment vehicle ultimately owned by Xiaomi. Ninebot’s 2025 annual report showed People Better holding 3.50% of Ninebot’s depositary receipts at December 31, 2025. That is a minority investment, while Gao Lufeng and Wang Ye are identified as Ninebot’s actual controllers.
The distinction is important because Ninebot has a long product and ecosystem history with Xiaomi. A brand can receive investment, sell through an ecosystem or build products for a partner without becoming that partner’s subsidiary. Navimow’s ownership path runs through Willand and Ninebot, not through Xiaomi.
Which Company Sells and Supports Navimow by Region?
The operating entity depends on the market and transaction.
In Europe, Navimow’s legal notice identifies Navimow B.V. in Amsterdam and provides its Dutch registration and VAT information. The group’s privacy policy names Navimow B.V., Navimow Inc. and affiliated companies for data processing connected with websites, apps and products.
The U.S. Terms of Use say the Navimow website and associated services are operated by Willand (Beijing) Technology doing business as Navimow and its affiliates. Current manuals and warranty documents also involve Willand, Navimow parties and authorized dealers.
None of these pages proves that one company performs every role in every sale. A mower bought from an independent dealer may involve:
- Willand as trademark owner and legal manufacturer;
- a regional Navimow company for websites, apps, marketing or data;
- a separate importer of record;
- a distributor supplying the dealer;
- the dealer as contract seller;
- an authorized service center handling repairs.
For cross-border or parallel imports, software availability, replacement parts and warranty service may not follow the product into the destination market automatically.
Why the Ownership Structure Matters to Distributors and Buyers
The 69.26% structure changes how the business should be described, but it does not weaken the basic corporate answer. Ninebot controls the group; minority employee and management equity remains below it. The more practical risks appear further down the transaction chain.
| Procurement question | Evidence to request |
|---|---|
| Who controls the brand business? | Latest Ninebot filing and subsidiary disclosure |
| Who owns the mark in the destination? | Current national trademark record and correct class |
| Who is the legal manufacturer? | Exact model manual, declaration and product label |
| Where was the shipment assembled? | Factory statement, audit record, label and origin documents |
| Who is selling the goods? | Quotation, purchase order, invoice, payment beneficiary and terms |
| Who imports the goods? | Customs entry, importer record and local compliance registration |
| Is the channel authorized? | Written authorization covering territory, channel, website and SKU |
| Who handles warranty? | Model- and country-specific policy, service route and reimbursement terms |
| Will software work locally? | App region, account rules, connectivity plan and firmware support |
| Are parts available? | Parts list, serial coverage, inventory commitment and service tooling |
World Clean Biz’s guide to Chinese robotic lawn-mower manufacturers provides a wider sourcing framework. The competitive context is covered in Who Will Become the New King of Robotic Mowers?, while Robotic Mowers Are Entering the Retail Expansion Phase explains why dealer coverage and service capacity are becoming more important as the category grows.
Navimow Supplier and Channel Verification Checklist
Before approving a Navimow supplier or shipment, verify:
- Corporate identity: Is the counterparty Willand, a regional Navimow company, an authorized distributor or an independent reseller?
- Trademark: Does the relevant register show the expected owner for the country and product class?
- Exact SKU: Do the model, part number and serial format match the manual, label, quotation and compliance file?
- Manufacturer: Which company is named on the product and declaration?
- Factory and origin: Which site assembled the batch, and what origin is declared to customs?
- Seller and payment: Which entity issues the invoice, receives payment and accepts returns?
- Importer and compliance: Who holds local regulatory, recall and customs responsibility?
- Authorization: Is the seller authorized for the territory, channel and online marketplace?
- Warranty: Who accepts claims, for which models, uses and countries?
- Service and parts: Which centers, tools, batteries, blades, boards and other parts support the expected life?
- Software region: Will mapping, connectivity, subscriptions and firmware function in the destination?
- Commercial allocation: Who pays for freight, failed units, field service, recalls and obsolete stock?
For the channel transition around this category, see Robotic Mowers Are Moving From Tech Demos to Outdoor Power Equipment Channels. Market potential alone does not solve installation, returns or local service.
Frequently Asked Questions
Who owns Segway Navimow?
Ninebot Limited controls Navimow through its majority interest in Willand and related Navimow companies. Ninebot reported a 69.26% group interest at December 31, 2025.
Is Navimow owned by Segway?
Navimow is officially described as a Segway-Ninebot subsidiary. The more precise legal answer is that the business operates through Willand and regional Navimow entities controlled by Ninebot Limited.
Who makes Navimow robot lawn mowers?
Current product manuals name Willand (Beijing) Technology Co., Ltd. as the manufacturer.
Does Ninebot own all of Navimow?
No. Ninebot’s group interest was 69.26% at year-end 2025. Minority shareholders hold the remaining interest after employee and core-team equity incentives.
Does Xiaomi own Navimow?
No. A Xiaomi-owned investment vehicle held a minority position in Ninebot, but Xiaomi is not Navimow’s parent or Ninebot’s controller.
Where are Navimow mowers made?
Willand in Beijing is the manufacturer named in current manuals. The exact assembly plant and country of origin for a shipment should be verified from the unit, carton, declaration, supplier records and customs documents.
Is Navimow B.V. the seller for every European purchase?
Do not assume so. Navimow B.V. is a documented European entity, but the contract seller, importer, distributor and warranty route depend on the website, dealer and country.
Does every Navimow model have the same warranty?
No. Warranty periods, covered components, authorized purchase requirements and service procedures vary by model and market. Use the exact regional policy and serial-specific documents.
The Bottom Line
Ninebot Limited controls the Segway Navimow business, but it does not own 100% of it. Its reported group interest in Willand and the main Navimow entities was 69.26% at the end of 2025. Willand Beijing owns key Navimow trademarks and is the manufacturer named in current mower manuals. Xiaomi remains a minority-investment relationship, not the parent company.
For procurement, the ownership chart is only the first check. Approval should follow the exact model through its label, declaration, factory and origin evidence, seller, importer, dealer authorization, software region, service network and warranty documents. That is where corporate ownership becomes transaction-level responsibility.
