Chinese robot vacuum companies are mounting an all-out offensive at CES 2026, the world's largest IT and home appliance trade show in Las Vegas. Roborock, Ecovacs and Dreame have unveiled a slew of new products ahead of this year's CES and are going all-in on global marketing.
As China's offensive continues, the strategies of Samsung Electronics and LG Electronics have diverged. Samsung Electronics showcased its 2026 Bespoke AI Steam robot vacuum with newly added artificial intelligence (AI) features at a standalone exhibition hall set up at the Wynn Las Vegas. LG Electronics, instead of unveiling a new robot vacuum, demonstrated its home robot LG Cloi'd managing a robot vacuum, signaling a focus on home robots at this CES. LG Electronics also presented its Hidden Station product with enhanced steam features, but this is the model it introduced at IFA 2025 last year.
Roborock, Ecovacs and Dreame will unveil a raft of new products as CES opens on the 6th local time. Roborock will exhibit its flagship S10 MaxV Ultra and S10 MaxV Slim. Ecovacs will show the Deebot X11 Pro Omni, while Dreame will unveil its flagship robot vacuum X60 Max Ultra.
Chinese companies have effectively taken over the global robot vacuum market. According to research firm IDC, in the second quarter of last year, Roborock ranked first with 21.8% of the robot vacuum market, followed by Ecovacs, Dreame and Xiaomi. Roborock is said to hold more than a 45% share by revenue in the Korean market. Domestic corporations such as Samsung Electronics and LG Electronics have only a minimal presence in the robot vacuum market.
China is aggressively targeting the Korean market with affordable prices and performance. A home appliance industry official said, "It is true that Samsung Electronics and LG Electronics are struggling in the robot vacuum market," and added, "For Chinese corporations, simply taking the No. 1 spot in Korea, the home turf of Samsung Electronics and LG Electronics, works as a 'marketing effect,' so they are pressing the attack with performance and low prices."
At CES 2026, the offensive by Chinese corporations is also notable. Roborock, which last year unveiled a robot vacuum equipped with a five-axis folding arm and highlighted enhanced obstacle handling, is expected to apply further evolved features to its flagship model this year. Ecovacs, introducing the Deebot X11 Pro Omni, said it can restore about 6% of battery power in roughly 3 minutes, and that its proprietary algorithm analyzes cleaning area and route to clean spaces up to 1,000㎡ (about 300 pyeong) in one go. Dreame has set up its largest-ever booth at the Las Vegas Convention Center (LVCC) and is additionally operating another booth at the Venetian.
Chinese corporations are also ramping up marketing by strengthening collaborations with sports clubs and stars. Roborock announced a partnership with Spanish soccer powerhouse Real Madrid, while Dreame said NBA star and the league's youngest MVP Derrick Rose will visit its LVCC booth to look over Dreame's technology.
Samsung Electronics unveiled its new 2026 Bespoke AI Steam robot vacuum in a bid to raise market share lost to China. Emphasizing its AI Home ecosystem connected by AI, Samsung Electronics said that in unveiling the new model it highlighted AI technologies while also focusing on security features, an area often cited as a weakness of Chinese companies.
Samsung Electronics added AI object recognition that avoids cords and pet excrement and even recognizes transparent liquids for cleaning. It also links with the smart home to analyze user data and automate steam sterilization and mopping to boost cleaning efficiency. Samsung Electronics said through Samsung Knox that all user data is encrypted on the device.