徕芬已入局洗地机赛道，负责人来自大疆｜硬氪独家

Core Insights - Leifeng has confirmed its entry into the floor washing machine industry, with leadership coming from DJI, and this project has been kept highly confidential for at least six months [1] - The floor washing machine market is not new but shows growth potential, with a projected penetration rate of approximately 3.1% in China by 2024, compared to about 6.2% for robotic vacuum cleaners [2] - The market is highly concentrated, with Ecovacs' subsidiary, Tineco, holding over 30% market share, while other players like Roborock and Dreame compete for the second position [2] Industry Dynamics - The floor washing machine market has seen significant growth, with retail sales expected to reach 14.09 billion yuan in 2024, up from less than 100 million yuan in 2019 [2] - Ecovacs reported a 29.3% year-on-year increase in revenue in Q3 2025, with floor washing machines being a key growth driver [3] - Tineco's online retail sales for floor washing machines grew by 35.36% year-on-year in Q3 [3] Company Strategy - Leifeng has experienced explosive growth since its establishment in 2019, with GMV rising from 130 million yuan in 2021 to 3 billion yuan in 2023 [4] - The company is diversifying its product offerings, having entered the electric toothbrush market after launching hair dryers and is now venturing into floor washing machines [4] - Unlike its previous products, entering the floor washing machine market presents higher technical barriers and a longer supply chain, making it a more challenging endeavor for Leifeng [5]