Since its rapid rise in 2020, floor washing machines have maintained a high growth trend for three consecutive years, and reached a market size of 10 

billion yuan in 2022. In 2024, the market size of floor washing machines is expected to surpass that of sweeping robots, becoming The largest 

subcategory in the cleaning appliances market.

Data from Aowei Cloud Network shows that in 2023, sales in the floor washing machine industry will increase by 17.45% year-on-year to 8.6 billion yuan;

 sales volume will increase by 36.20% year-on-year to 3.42 million units. For comparison, sales of sweeping robots only increased 5.37% year-on-year to 

10.8 billion yuan; sales only increased 0.94% year-on-year to 3.26 million units.

"The main theme of the floor washing machine industry in 2024 is 'price reduction and volume increase', and the average price will continue to show a 

downward trend. At the same time, competition in the industry will become increasingly fierce." A person in the cleaning appliance industry told DoNews.

In 2023, the floor washing machine industry has shown impressive development momentum. With the characteristics of integrating washing, suction, 

mopping and self-cleaning functions, floor washing machines have quickly captured the market share of sweeping robots. Since entering 2024, floor 

scrubber manufacturers have continued to accelerate their product layout, such as Ecovacs T30 Pro, Roborock P series, and Zhuimi X40, etc., which have 

significantly improved in deep cleaning, anti-entanglement, portability, and suction power.

It can be seen that in the current extremely involved market environment, in order to increase market penetration, major manufacturers have racked 

their brains to improve product capabilities and innovation. Judging from the performance of the floor washing machine market in recent years, how 

to gradually increase the market share through scale? Achieving healthy price reductions and expanding customer base, while accelerating the pace of 

research and development, and continuing to drive the growth of consumer demand through product innovation will be the focus of floor washing 

machine manufacturers in 2024.

1. Competition for floor washing machines will still be fierce in 2024

In 2016, the American brand Hoover launched a wet and dry vacuum cleaner. This product can clean sewage, dry and wet garbage while cleaning hard 

floors such as floors and ceramic tiles. From a functional point of view, it achieves centralized suction. It can be regarded as the predecessor of the floor 

scrubber, which combines dusting and mopping. However, due to the immaturity of the motor technology at the time, it could not be waterproof, so it 

could not be promoted on a large scale.

By 2019, the waterproof technology of motors has made breakthrough progress, and cleaning power technology, navigation and obstacle avoidance 

technology, and intelligent pollution sensing systems have also become increasingly mature, fundamentally solving development obstacles and enabling

floor scrubbers to perfectly realize mopping. Function, the market size of floor washing machines has gradually exploded.

2022 is an important time point for the sudden emergence of floor washing machines. Data from Aowei Cloud Network shows that the annual retail 

sales of the floor washing machine market will reach 9.97 billion yuan in 2022, a year-on-year increase of 72.5%, and the growth rate far exceeds the 

overall growth rate of the cleaning appliance industry of 4%.

The growth continues. According to the forecast of Aowei Cloud, the sales of floor washing machines will reach 14.3 billion yuan in 2024, an increase of 

about 15%, and the sales volume will reach 6.59 million units, a year-on-year increase of 29%. Currently, floor scrubbers are still one of the hottest 

categories in the cleaning appliance industry, but the penetration rate is less than 4%. In the future, there will be great growth potential in both new and 

substitute demand.

According to the "Cleaning Appliance Market Development in the Global Economic Weak Cycle" report released by GfK, the growth rate of sweeping 

robots has slowed down, and floor washing machines will become the darling of the market in 2023, surpassing sweeping robots in scale for the first 

time. It is expected that In 2024, the year-on-year growth rate will reach 20%.

Under the good growth momentum, floor washing machines have formed a relatively fierce competition. Currently, industry participants are mainly 

divided into three forces, namely sweeping robot manufacturers (Zhuimi Technology, Stone Technology, Ecovacs, etc.); established home appliance 

companies (Midea, Joyoung, etc.), new brands focusing on floor washing machines (Mach, etc.). According to data from the e-commerce platform, the 

top ten floor scrubbers are Ecovos's Tianco, Zhumi Technology, Shitou Technology, Mijia, Midea, Joyoung, etc. Among them, the market share of brands 

such as Tianco and Zhumi Technology is The total exceeds 57%, firmly ranking in the first echelon of the market.

"At this stage, the floor washing machine market is in a period of rapid growth. It can be said that floor washing machines have been occupying the 

market share of vacuum cleaners. In the future, the penetration rate is expected to increase significantly, and the volume may increase several times." 

The above-mentioned analysis of the cleaning appliance industry.

It is foreseeable that as the growth momentum of the floor washing machine industry further expands and the market space is stimulated, more and 

more entrants will enter the market, and a new round of all-round competition is about to begin. How to increase the intensity of independent research 

and development, get out of the whirlpool of product homogeneity, and keep products that can always revolve around and meet changes in core needs 

will be a difficult problem that floor scrubber manufacturers have to face.

2. Price reduction of floor washing machines has become inevitable

In the early days of the floor washing machine industry, the price range basically remained between 2,000 and 4,000 yuan. In 2022, sales in this price 

range will account for nearly 70%, while sales of more than 4,000 yuan will account for just over 20%.

After entering 2023, in order to seize market share, floor washing machine manufacturers have lowered their product prices. In the first half of 2023, 

the average online retail price of floor washing machines was 2,436 yuan, a price reduction of 536 yuan compared with the same period in 2022, and 

the price range of 2,000 to 3,000 yuan has become the main sales force.

In 2024, the floor washing machine market will officially enter the era of "price war". Small and medium-sized brands will flood into the market to seek 

market share, and leading brands will have to keep up and maintain their market position through price cuts.

At present, as the technology of floor washing machines becomes more mature, the supply chain is more stable, channel construction is more complete, 

and costs are significantly reduced, floor washing machines are ushering in a wave of price cuts. As of the end of 2023, the sales of floor washing 

machines The average price further dropped to around 2,100 yuan. According to the "Brief Analysis Report on the Floor Washing Machine Industry" 

released by Excellent Era Consulting, after cost amortization due to scale effects becomes lower and lower, it is expected that the subsequent terminal 

price of floor washing machines will drop to about 2,000 yuan per unit. As time goes by , there is still huge room for price reductions in the future for 

floor washing machines.

Aowei Cloud predicts that the price of the floor washing machine industry will continue to drop in 2024, and the proportion of less than 2,000 yuan will 

continue to expand, and is expected to exceed 40%, especially for products around 1,000 yuan. Not only are long-tail brands competing, Some leading 

brands may also enter the game. In addition, the low, medium and high price lines will move downward as a whole, and the sales proportion will be 

divided into five equal parts. The first 20% and the last 20% will be defined as high-end and low-end. In 2022, the high-end and low-end lines will be 

4290 respectively. Yuan and 2,489 yuan, the prices will be reduced to 3,490 yuan and 1,949 yuan respectively in 2024. The low-end line will continue to 

drop early next year and is expected to reach 1,600 yuan.

Under the influence of the wave of price cuts, floor washing machine manufacturers will continue to implement the "price for volume" strategy and 

carry out price reduction promotions on core products in order to increase sales and stabilize their market share. Based on the official guide price, 2023 

June 18 price and Double 11 price, Ecovacs and Zhuimi Technology have reduced prices significantly, while Stone Technology has adopted the method of 

launching new cost-effective products, and the overall price reduction is not as good as the first two.