Guolian Minsheng Securities·2025-12-12 14:58Investment Rating - The report maintains a "Recommended" rating for the industry, indicating a positive outlook for key players in the market [4]. Core Insights - The overseas market for robotic vacuum cleaners is experiencing significant growth, driven by Chinese brands leading the expansion. Notably, during the recent Black Friday and Cyber Monday promotions, sales for Roborock in Europe increased by 59% year-on-year, while sales in North America rose by at least 50%. The brand Chase achieved a remarkable 90% growth in Europe and 270% in North America [8][18]. - The pricing dynamics in the industry show a coexistence of upgrades and competition, with the average price of robotic vacuums expected to rise. For instance, the average prices on Amazon for best-selling models in the US, Germany, France, and Japan increased by 17%, 22%, 9%, and 3% year-on-year, respectively [23][28]. - The competitive landscape indicates that traditional overseas leaders are under pressure, while Chinese brands are poised to benefit from this shift. iRobot is facing liquidity and debt default risks, which may allow Chinese brands to capture market share in Europe and North America [34][36]. Summary by Sections Growth - The overseas robotic vacuum market has seen rapid growth, with a 58% increase in downloads for the top eight brands from January to November 2025. Europe is leading this growth, followed by Asia-Pacific and North America, which still shows over 30% growth despite tariff uncertainties [11][15]. Pricing - The combination of premium products becoming more affordable and consumers opting for upgrades is driving the average price increase in the industry. However, aggressive pricing competition during year-end promotions has led to some price reductions in specific markets [23][28]. Competitive Landscape - iRobot is under significant operational and debt pressure, which may allow Chinese brands to gain market share. The report suggests that iRobot's overseas market share has dropped below 10%, indicating a potential opportunity for Chinese brands to capitalize on this situation [34][36]. Investment Recommendations - The report suggests continued investment in leading cleaning appliance brands such as Roborock and Ecovacs, which are expected to maintain high growth rates in overseas markets. The domestic market is also anticipated to grow rapidly due to ongoing product innovation and increasing penetration rates [51][52].