iRobot退场，中国扫地机五强开启“王座”争夺战

星岛财经2025-12-27

《星岛》见习记者齐鑫上海报道成立于1990年的iRobot不会想到，作为扫地机器人行业的开创者，自己没能挺过2025年的冬天。近期，iRobot正式申请了破产保护：公司将从纳斯达克退市，由自己的中国代工厂——深圳杉川机器人有限公司（下称“杉川”）全资收购。iRobot的衰落并非突然，2022年公司业绩急转直下，营收同比下降24%，净利润由盈转亏。2025财年第三财季报告显示，截至9月27日，...

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小宝宝
2025-12-29
小宝宝
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上海报道成立于1990年的iRobot不会想到，作为扫地机器人行业的开创者，自己没能挺过2025年的冬天。近期，iRobot正式申请了破产保护：公司将从纳斯达克退市，由自己的中国代工厂——深圳杉川机器人有限公司（下称“杉川”）全资收购。iRobot的衰落并非突然，2022年公司业绩急转直下，营收同比下降24%，净利润由盈转亏。2025财年第三财季报告显示，截至9月27日，iRobot前三财季实现营收3.75亿美元，同比下滑17.5%，净利润-1.3亿美元，同比下降90%。这家行业鼻祖的衰落，与中国品牌的强势崛起有关。据国际数据公司IDC发布的《全球智能家居设备市场季度跟踪报告》，今年前三季度，全球智能扫地机器人市场累计出货1742.4万台，同比增长18.7%。从厂商份额来看，中国厂商包揽全球出货量前五。当全球市场进入中国品牌“内战”阶段，更为激烈的竞争或许才刚刚开始。中国品牌挤垮海外巨头击垮iRobot的直接原因，是巨额债务问题，公司总负债高达5.08亿美元，而账上现金仅剩约2480万美元。▲iRobot财报截图而它最大的债主，是来自中国的企业杉川——从代工厂到新主人，一夜之间反客为主。对于破产原因，资深企业战略和技术创新管理专家、科方得咨询机构负责人张新原向《星岛》分析，iRobot技术迭代慢，供应链依赖杉川且回款承压，此前亚马逊收购受阻错失窗口期，叠加定价偏高，最终现金枯竭、负债高企并由杉川接盘。而iRobot之所以会走到破产的境地，还有着更为关键的原因。公司执行官加里·科恩坦言，公司未能适应市场变化，且无力与中国竞争对手抗衡。“我们既没有创新，也没有推出更具竞争力的产品。”曾经，iRobot是全球扫地机器人龙头，有媒体报道，公司顶峰时期全球市占率曾超过60%。然而IDC的数据显示，今年上半年，iRobot的全球份额已萎缩至7.9%，位列第五。到了第三季度末，全球出货量的前五席已被中国品牌霸占，iRobot不再属于第一阵营。▲IDC咨询公众号截图具体来看，今年前三季度，石头科技（688169.SH）累计出货378.8万台，位居全球出货量榜首，并在全球智能扫地机器人市场中占据份额达到21.7%，在美国、德国、韩国、土耳其等多个国家的出货量稳居行业第一；科沃斯（603486.SH）前三季度全球累计出货245.3万台，全球市场份额14.1%，排名第二；追觅排名第三，全球市场份额12.4%，在欧洲市场排名第一。另外，小米（1810.HK）仍主打中端性价比路线，全球市场份额达10%，正在向高端产品线拓展；云鲸在美国及亚太核心区域的市场份额大幅增长，前三季度出货量跻身全球前五，海外市场份额大幅增长。谈及与中国品牌的竞争，张新原认为iRobot存在不少短板，包括核心体验迭代滞后，全能基站与AI避障渗透率低，同时对代工依赖度高、柔性生产与规模化降本弱，价格竞争力不足。此外，iRobot海外本地化运营与售后体系滞后，智能家居联动与数据闭环薄弱，难以形成生态壁垒。随着iRobot逐步失守，海外市场已经形成了由中国品牌主导的市场格局。国内对手贴身肉搏事实上，国内扫地机市场的竞争更为激烈。来自IDC的数据，今年前三季度，中国智能扫地机器人市场累计出货量达463万台，同比增幅高达 27.2%。前五家企业占据超过八成的市场份额。▲IDC咨询公众号截图激烈的市场竞争中，品牌们面临着不小的压力。云鲸智能创始人兼CEO张峻彬此前在接受媒体采访时曾表示，当前国内很多企业极度内卷，而行业内卷会导致品牌方实际收入和利润下降。石头科技财报显示，今年前三季度公司营收120.66亿元，同比增长72.22%；归母净利润却同比下降了29.51%至10.38亿元；扣非归母净利润下降29.63%至8.35亿元。石头科技“增收不增利”，原因之一便是销售费用猛增，前三季度该项数据达31.8亿元，对比去年同期的15.64亿元已经翻倍。国内市场出货量排名第一的科沃斯的销售开支也在扩大，今年前三季度，该项费用为39.1亿元，同比增加超32%。业绩方面，公司在2021年归母净利润达到20.1亿元高点后盈利状况急转直下，2023年已跌至6.12亿元。尽管2024年回升至8.06亿元，但比2021年仍相差超12亿元。今年前三季度，公司归母净利润14.18亿元。眺远咨询董事长兼CEO高承远向《星岛》表示，当前国内扫地机行业“参数内卷”，滚刷、拖布形态频繁换代，研发成本稀释利润，同时企业以低价换量，产品陷入“创新空心化”，多数新品只改外观不改体验，用户换机周期拉长至50个月，市场提前见顶。尽管赛道拥挤竞争激烈，但新玩家还在涌入。今年8月，以无人机闻名的大疆跨界入局，推出扫地机器人ROMO，首月销量即破万台，三季度出货量排名第六。未来竞争焦点在哪里当大疆选择进入清洁领域，扫地机品牌们也正在反向跨界。其中最具代表性便是追觅。先是涉足家电、手机，又在今年8月宣布进入无人机领域，短短一周后又正式官宣造车计划，首款超豪华纯电产品对标布加迪威龙，引发外界关注。早前，石头科技也涉足了洗衣机产品。技术层面，机械臂是扫地机器人企业正在探索方向。今年2月，石头科技推出的全球首款搭载5轴折叠仿生机械手的扫地机器人石头G30 Space探索版正式在国内发布；9月，追觅在上海举行的发布会上正式推出了搭载全球首发的AI双刮洗机械臂技术的产品。高承远认为，未来扫地机的竞争还会在场景层面聚焦，从“扫地”升级为“家庭地面全护理”。“基站上下水、垃圾压缩、AI 污渍识别只是门票，下一步是‘移动清洁+空气净化+安防巡检’三机合一，谁掌握多传感器融合与家庭地图运营权，谁就能像手机里的iOS一样收‘生态税’。”他认为国内价格战不会长久，企业只有把高附加值产品卖到拉美、中东、东南亚等地区才能“续命”。本地化团队、海外售后、区域数据合规将成为新门槛，纯代工OEM模式走不远。他还指出，扫地机技术迭代周期已缩至9个月，企业没有15%以上的自由现金流难以支撑持续研发与库存风险。未来两年，“技术+制造+渠道”三位一体的公司会启动纵向整合，自研伺服电机、自建海外仓、自建线上社群，用利润池“熬死”跟风者。“一句话，赛道进入‘高研发、高资本、高品牌’的三高时代，小玩家要么被收编，要么消失；留下来的，必须让产品成为用户家庭数据网络的一个节点，而不是一个会跑的圆盘。”高承远说。编辑|林木","kind":"news","is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"0","news_tag":"","news_rank":0,"symbols":[],"gpt_button":0,"need_auth":false,"code":"91000000","status":"200"},"commentList":[{"id":516065954717904,"gmtCreate":1767013394550,"gmtModify":1767013396874,"author":{"id":"230159128932650","authorId":"230159128932650","name":"小宝宝","avatar":"https://static.tigerbbs.com/d1495b7d0144025f4a3db9cc3741bfce","vip":1,"crmLevel":1,"crmLevelSwitch":0,"authorIdStr":"230159128932650","idStr":"230159128932650"},"htmlText":"这篇文章不错，转发给大家看看","listText":"这篇文章不错，转发给大家看看","text":"这篇文章不错，转发给大家看看","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":1,"commentSize":0,"repostSize":0,"link":"https://laohu8.com/post/516065954717904","repostId":2594324888,"repostType":2,"repost":{"id":"2594324888","kind":"news","pubTimestamp":1766824041,"share":"https://www.laohu8.com/m/news/2594324888?lang=zh_CN&edition=full","pubTime":"2025-12-27 16:27","market":"hk","language":"zh","title":"iRobot退场，中国扫地机五强开启“王座”争夺战","url":"https://stock-news.laohu8.com/highlight/detail?id=2594324888","media":"星岛财经","summary":"近期，iRobot正式申请了破产保护：公司将从纳斯达克退市，由自己的中国代工厂——深圳杉川机器人有限公司全资收购。iRobot的衰落并非突然，2022年公司业绩急转直下，营收同比下降24%，净利润由盈转亏。然而IDC的数据显示，今年上半年，iRobot的全球份额已萎缩至7.9%，位列第五。随着iRobot逐步失守，海外市场已经形成了由中国品牌主导的市场格局。国内对手贴身肉搏事实上，国内扫地机市场的竞争更为激烈。","content":"<html><body><article><img src=\"https://fid-75186.picgzc.qpic.cn/20251227162908999v152y5hsebc0uqu\"/><p><strong>《<a href=\"https://laohu8.com/S/01105\">星岛</a>》见习记者 齐鑫 上海报道</strong></p><p>成立于1990年的iRobot不会想到，作为扫地机器人行业的开创者，自己没能挺过2025年的冬天。</p><p>近期，iRobot正式申请了破产保护：公司将从纳斯达克<span>退市</span>，由自己的中国代工厂——深圳杉川机器人有限公司（下称“杉川”）全资收购。</p><p>iRobot的衰落并非突然，2022年公司业绩急转直下，营收同比下降24%，<span>净利润</span>由盈转亏。2025财年第三财季报告显示，截至9月27日，iRobot前三财季实现营收3.75亿美元，同比下滑17.5%，净利润-1.3亿美元，同比下降90%。</p><p>这家行业鼻祖的衰落，与中国品牌的强势崛起有关。据国际数据公司IDC发布的《全球智能家居设备市场季度跟踪报告》，今年前三季度，全球智能扫地机器人市场累计<span>出货</span>1742.4万台，同比增长18.7%。从厂商份额来看，中国厂商包揽全球出货量前五。</p><p>当全球市场进入中国品牌“内战”阶段，更为激烈的竞争或许才刚刚开始。</p><img src=\"https://fid-75186.picgzc.qpic.cn/20251227162910702v152eido87ewh4g\"/><p><strong>中国品牌挤垮海外巨头</strong></p><p>击垮iRobot的直接原因，是巨额债务问题，公司总<span>负债</span>高达5.08亿美元，而账上现金仅剩约2480万美元。</p><img src=\"https://fid-75186.picgzc.qpic.cn/20251227162916578v1528u9u5c08y5q\"/><p><strong>▲iRobot财报截图</strong></p><p>而它最大的债主，是来自中国的企业杉川——从代工厂到新主人，一夜之间反客为主。</p><p>对于破产原因，资深企业战略和技术创新管理专家、科方得咨询机构负责人张新原向《星岛》分析，iRobot技术迭代慢，供应链依赖杉川且回款承压，此前<a href=\"https://laohu8.com/S/AMZN\">亚马逊</a>收购受阻错失窗口期，叠加定价偏高，最终现金枯竭、负债高企并由杉川接盘。</p><p>而iRobot之所以会走到破产的境地，还有着更为关键的原因。公司执行官加里·科恩坦言，公司未能适应市场变化，且无力与中国竞争对手抗衡。“我们既没有创新，也没有推出更具竞争力的产品。”</p><p>曾经，iRobot是全球扫地机器人龙头，有媒体报道，公司顶峰时期全球市占率曾超过60%。然而IDC的数据显示，今年上半年，iRobot的全球份额已萎缩至7.9%，位列第五。到了第三季度末，全球出货量的前五席已被中国品牌霸占，iRobot不再属于第一阵营。</p><img src=\"https://fid-75186.picgzc.qpic.cn/20251227162922440v152qtx8d27gvr2\"/><p><strong>▲IDC咨询公众号截图</strong></p><p>具体来看，今年前三季度，<a href=\"https://laohu8.com/S/688169\">石头科技</a>（688169.SH）累计出货378.8万台，位居全球出货量榜首，并在全球智能扫地机器人市场中占据份额达到21.7%，在美国、德国、韩国、土耳其等多个国家的出货量稳居行业第一；<a href=\"https://laohu8.com/S/603486\">科沃斯</a>（603486.SH）前三季度全球累计出货245.3万台，全球市场份额14.1%，排名第二；追觅排名第三，全球市场份额12.4%，在欧洲市场排名第一。</p><p>另外，<a href=\"https://laohu8.com/S/XIACY\">小米</a>（1810.HK）仍主打中端性价比路线，全球市场份额达10%，正在向高端产品线拓展；云鲸在美国及<a href=\"https://laohu8.com/S/002540\">亚太</a>核心区域的市场份额大幅增长，前三季度出货量跻身全球前五，海外市场份额大幅增长。</p><p>谈及与中国品牌的竞争，张新原认为iRobot存在不少短板，包括核心体验迭代滞后，全能基站与AI避障渗透率低，同时对代工依赖度高、柔性生产与规模化降本弱，价格竞争力不足。此外，iRobot海外本地化运营与售后体系滞后，智能家居联动与数据闭环薄弱，难以形成生态壁垒。</p><p>随着iRobot逐步失守，海外市场已经形成了由中国品牌主导的市场格局。</p><img src=\"https://fid-75186.picgzc.qpic.cn/20251227162925308v152rf2kpuikp73\"/><p><strong>国内对手贴身肉搏</strong></p><p>事实上，国内扫地机市场的竞争更为激烈。</p><p>来自IDC的数据，今年前三季度，<a href=\"https://laohu8.com/S/00464\">中国智能</a>扫地机器人市场累计出货量达463万台，同比增幅高达 27.2%。前五家企业占据超过八成的市场份额。</p><img src=\"https://fid-75186.picgzc.qpic.cn/20251227162925985v152hwbxandkl7o\"/><p><strong>▲IDC咨询公众号截图</strong></p><p>激烈的市场竞争中，品牌们面临着不小的压力。云鲸智能创始人兼CEO张峻彬此前在接受媒体采访时曾表示，当前国内很多企业极度内卷，而行业内卷会导致品牌方实际收入和利润下降。</p><p>石头科技财报显示，今年前三季度公司营收120.66亿元，同比增长72.22%；归母净利润却同比下降了29.51%至10.38亿元；扣非归母净利润下降29.63%至8.35亿元。</p><p>石头科技“增收不增利”，原因之一便是销售费用猛增，前三季度该项数据达31.8亿元，对比去年同期的15.64亿元已经翻倍。</p><p>国内市场出货量排名第一的科沃斯的销售开支也在扩大，今年前三季度，该项费用为39.1亿元，同比增加超32%。业绩方面，公司在2021年归母净利润达到20.1亿元高点后盈利状况急转直下，2023年已跌至6.12亿元。尽管2024年回升至8.06亿元，但比2021年仍相差超12亿元。今年前三季度，公司归母净利润14.18亿元。</p><p>眺远咨询董事长兼CEO高承远向《星岛》表示，当前国内扫地机行业“参数内卷”，滚刷、拖布形态频繁换代，研发成本稀释利润，同时企业以低价换量，产品陷入“创新空心化”，多数新品只改外观不改体验，用户换机周期拉长至50个月，市场提前见顶。</p><p>尽管赛道拥挤竞争激烈，但新玩家还在涌入。今年8月，以无人机闻名的大疆跨界入局，推出扫地机器人ROMO，首月销量即破万台，三季度出货量排名第六。</p><img src=\"https://fid-75186.picgzc.qpic.cn/20251227162927209v152ismkfr6eqt6\"/><p><strong>未来竞争焦点在哪里</strong></p><p>当大疆选择进入清洁领域，扫地机品牌们也正在反向跨界。</p><p>其中最具代表性便是追觅。先是涉足家电、手机，又在今年8月宣布进入无人机领域，短短一周后又正式官宣造车计划，首款超<a href=\"https://laohu8.com/S/DLX\">豪华</a>纯电产品对标布加迪<a href=\"https://laohu8.com/S/603779\">威龙</a>，引发外界关注。早前，石头科技也涉足了洗衣机产品。</p><p>技术层面，机械臂是扫地机器人企业正在探索方向。今年2月，石头科技推出的全球首款搭载5轴折叠仿生机械手的扫地机器人石头G30 Space探索版正式在国内发布；9月，追觅在上海举行的发布会上正式推出了搭载全球首发的AI双刮洗机械臂技术的产品。</p><p>高承远认为，未来扫地机的竞争还会在场景层面聚焦，从“扫地”升级为“家庭地面全护理”。</p><p>“基站上下水、垃圾压缩、AI 污渍识别只是门票，下一步是‘移动清洁+空气净化+安防巡检’三机合一，谁掌握多传感器融合与家庭地图运营权，谁就能像手机里的iOS一样收‘生态税’。”</p><p>他认为国内价格战不会长久，企业只有把高附加值产品卖到拉美、中东、东南亚等地区才能“续命”。本地化团队、海外售后、区域数据合规将成为新门槛，纯代工OEM模式走不远。他还指出，扫地机技术迭代周期已缩至9个月，企业没有15%以上的<span>自由现金流</span>难以支撑持续研发与库存风险。未来两年，“技术+制造+渠道”三位一体的公司会启动纵向整合，自研伺服电机、自建海外仓、自建线上社群，用利润池“熬死”跟风者。</p><p>“一句话，赛道进入‘高研发、高资本、高品牌’的三高时代，小玩家要么被收编，要么消失；留下来的，必须让产品成为用户家庭数据网络的一个节点，而不是一个会跑的圆盘。”高承远说。</p><p><strong>编辑</strong><strong>|林木</strong></p></article></body></html>","source":"tencent","collect":0,"html":"<!DOCTYPE html>\n<html>\n<head>\n<meta http-equiv=\"Content-Type\" content=\"text/html; charset=utf-8\" />\n<meta name=\"viewport\" content=\"width=device-width,initial-scale=1.0,minimum-scale=1.0,maximum-scale=1.0,user-scalable=no\"/>\n<meta name=\"format-detection\" content=\"telephone=no,email=no,address=no\" />\n<title>iRobot退场，中国扫地机五强开启“王座”争夺战</title>\n<style type=\"text/css\">\na,abbr,acronym,address,applet,article,aside,audio,b,big,blockquote,body,canvas,caption,center,cite,code,dd,del,details,dfn,div,dl,dt,\nem,embed,fieldset,figcaption,figure,footer,form,h1,h2,h3,h4,h5,h6,header,hgroup,html,i,iframe,img,ins,kbd,label,legend,li,mark,menu,nav,\nobject,ol,output,p,pre,q,ruby,s,samp,section,small,span,strike,strong,sub,summary,sup,table,tbody,td,tfoot,th,thead,time,tr,tt,u,ul,var,video{ font:inherit;margin:0;padding:0;vertical-align:baseline;border:0 }\nbody{ font-size:16px; line-height:1.5; color:#999; background:transparent; }\n.wrapper{ overflow:hidden;word-break:break-all;padding:10px; }\nh1,h2{ font-weight:normal; line-height:1.35; margin-bottom:.6em; }\nh3,h4,h5,h6{ line-height:1.35; margin-bottom:1em; }\nh1{ font-size:24px; }\nh2{ font-size:20px; }\nh3{ font-size:18px; }\nh4{ font-size:16px; }\nh5{ 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padding: 0 0 0 9px; float: left;}\n.head .h-name {font-size: 13px; color: #eee; margin: 0;}\n.head .h-time {font-size: 11px; color: #7E829C; margin: 0;line-height: 11px;}\n.small {font-size: 12.5px; display: inline-block; transform: scale(0.9); -webkit-transform: scale(0.9); transform-origin: left; -webkit-transform-origin: left;}\n.smaller {font-size: 12.5px; display: inline-block; transform: scale(0.8); -webkit-transform: scale(0.8); transform-origin: left; -webkit-transform-origin: left;}\n.bt-text {font-size: 12px;margin: 1.5em 0 0 0}\n.bt-text p {margin: 0}\n</style>\n</head>\n<body>\n<div class=\"wrapper\">\n<header>\n<h2 class=\"title\">\niRobot退场，中国扫地机五强开启“王座”争夺战\n</h2>\n\n<h4 class=\"meta\">\n\n\n2025-12-27 16:27 北京时间&nbsp;&nbsp;&nbsp;<a href=http://gu.qq.com/resources/shy/news/detail-v2/index.html#/?id=nesSN20251227162947a47e78dd&s=b><strong>星岛财经</strong></a>\n\n\n</h4>\n\n</header>\n<article>\n<div>\n<p>《星岛》见习记者 齐鑫 上海报道成立于1990年的iRobot不会想到，作为扫地机器人行业的开创者，自己没能挺过2025年的冬天。近期，iRobot正式申请了破产保护：公司将从纳斯达克退市，由自己的中国代工厂——深圳杉川机器人有限公司（下称“杉川”）全资收购。iRobot的衰落并非突然，2022年公司业绩急转直下，营收同比下降24%，净利润由盈转亏。2025财年第三财季报告显示，截至9月27日，...</p>\n\n<a href=\"http://gu.qq.com/resources/shy/news/detail-v2/index.html#/?id=nesSN20251227162947a47e78dd&s=b\">网页链接</a>\n\n</div>\n\n\n</article>\n</div>\n</body>\n</html>\n","type":0,"thumbnail":"","relate_stocks":{"81810":"小米集团-WR","603486":"科沃斯","688169":"石头科技","IE0032431581.USD":"PINEBRIDGE GREATER CHINA EQUITY \"A\" (USD) ACC","LU0348735423.USD":"ALLIANZ HONG KONG EQUITY \"A\" (USD) INC","LU2226246903.HKD":"ALLIANZ TOTAL RETURN ASIAN EQUITY \"AT4\" (HKD) ACC","LU0244354667.USD":"SCHRODER ISF CHINA OPPORTUNITIES \"A\" ACC","LU1956131251.USD":"BNP PARIBAS SUSTAINABLE ASIA EX-JAPAN EQUITY \"C\"MD (USD) INC","LU1251922891.USD":"NINETY ONE GSF ALL CHINA EQUITY \"A\" (USD) ACC","LU0594300419.USD":"富达中国消费基金A","LU1770036033.HKD":"NINETY ONE GSF ASIAN EQUITY \"A\" (HKD) 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上海报道成立于1990年的iRobot不会想到，作为扫地机器人行业的开创者，自己没能挺过2025年的冬天。近期，iRobot正式申请了破产保护：公司将从纳斯达克退市，由自己的中国代工厂——深圳杉川机器人有限公司（下称“杉川”）全资收购。iRobot的衰落并非突然，2022年公司业绩急转直下，营收同比下降24%，净利润由盈转亏。2025财年第三财季报告显示，截至9月27日，iRobot前三财季实现营收3.75亿美元，同比下滑17.5%，净利润-1.3亿美元，同比下降90%。这家行业鼻祖的衰落，与中国品牌的强势崛起有关。据国际数据公司IDC发布的《全球智能家居设备市场季度跟踪报告》，今年前三季度，全球智能扫地机器人市场累计出货1742.4万台，同比增长18.7%。从厂商份额来看，中国厂商包揽全球出货量前五。当全球市场进入中国品牌“内战”阶段，更为激烈的竞争或许才刚刚开始。中国品牌挤垮海外巨头击垮iRobot的直接原因，是巨额债务问题，公司总负债高达5.08亿美元，而账上现金仅剩约2480万美元。▲iRobot财报截图而它最大的债主，是来自中国的企业杉川——从代工厂到新主人，一夜之间反客为主。对于破产原因，资深企业战略和技术创新管理专家、科方得咨询机构负责人张新原向《星岛》分析，iRobot技术迭代慢，供应链依赖杉川且回款承压，此前亚马逊收购受阻错失窗口期，叠加定价偏高，最终现金枯竭、负债高企并由杉川接盘。而iRobot之所以会走到破产的境地，还有着更为关键的原因。公司执行官加里·科恩坦言，公司未能适应市场变化，且无力与中国竞争对手抗衡。“我们既没有创新，也没有推出更具竞争力的产品。”曾经，iRobot是全球扫地机器人龙头，有媒体报道，公司顶峰时期全球市占率曾超过60%。然而IDC的数据显示，今年上半年，iRobot的全球份额已萎缩至7.9%，位列第五。到了第三季度末，全球出货量的前五席已被中国品牌霸占，iRobot不再属于第一阵营。▲IDC咨询公众号截图具体来看，今年前三季度，石头科技（688169.SH）累计出货378.8万台，位居全球出货量榜首，并在全球智能扫地机器人市场中占据份额达到21.7%，在美国、德国、韩国、土耳其等多个国家的出货量稳居行业第一；科沃斯（603486.SH）前三季度全球累计出货245.3万台，全球市场份额14.1%，排名第二；追觅排名第三，全球市场份额12.4%，在欧洲市场排名第一。另外，小米（1810.HK）仍主打中端性价比路线，全球市场份额达10%，正在向高端产品线拓展；云鲸在美国及亚太核心区域的市场份额大幅增长，前三季度出货量跻身全球前五，海外市场份额大幅增长。谈及与中国品牌的竞争，张新原认为iRobot存在不少短板，包括核心体验迭代滞后，全能基站与AI避障渗透率低，同时对代工依赖度高、柔性生产与规模化降本弱，价格竞争力不足。此外，iRobot海外本地化运营与售后体系滞后，智能家居联动与数据闭环薄弱，难以形成生态壁垒。随着iRobot逐步失守，海外市场已经形成了由中国品牌主导的市场格局。国内对手贴身肉搏事实上，国内扫地机市场的竞争更为激烈。来自IDC的数据，今年前三季度，中国智能扫地机器人市场累计出货量达463万台，同比增幅高达 27.2%。前五家企业占据超过八成的市场份额。▲IDC咨询公众号截图激烈的市场竞争中，品牌们面临着不小的压力。云鲸智能创始人兼CEO张峻彬此前在接受媒体采访时曾表示，当前国内很多企业极度内卷，而行业内卷会导致品牌方实际收入和利润下降。石头科技财报显示，今年前三季度公司营收120.66亿元，同比增长72.22%；归母净利润却同比下降了29.51%至10.38亿元；扣非归母净利润下降29.63%至8.35亿元。石头科技“增收不增利”，原因之一便是销售费用猛增，前三季度该项数据达31.8亿元，对比去年同期的15.64亿元已经翻倍。国内市场出货量排名第一的科沃斯的销售开支也在扩大，今年前三季度，该项费用为39.1亿元，同比增加超32%。业绩方面，公司在2021年归母净利润达到20.1亿元高点后盈利状况急转直下，2023年已跌至6.12亿元。尽管2024年回升至8.06亿元，但比2021年仍相差超12亿元。今年前三季度，公司归母净利润14.18亿元。眺远咨询董事长兼CEO高承远向《星岛》表示，当前国内扫地机行业“参数内卷”，滚刷、拖布形态频繁换代，研发成本稀释利润，同时企业以低价换量，产品陷入“创新空心化”，多数新品只改外观不改体验，用户换机周期拉长至50个月，市场提前见顶。尽管赛道拥挤竞争激烈，但新玩家还在涌入。今年8月，以无人机闻名的大疆跨界入局，推出扫地机器人ROMO，首月销量即破万台，三季度出货量排名第六。未来竞争焦点在哪里当大疆选择进入清洁领域，扫地机品牌们也正在反向跨界。其中最具代表性便是追觅。先是涉足家电、手机，又在今年8月宣布进入无人机领域，短短一周后又正式官宣造车计划，首款超豪华纯电产品对标布加迪威龙，引发外界关注。早前，石头科技也涉足了洗衣机产品。技术层面，机械臂是扫地机器人企业正在探索方向。今年2月，石头科技推出的全球首款搭载5轴折叠仿生机械手的扫地机器人石头G30 Space探索版正式在国内发布；9月，追觅在上海举行的发布会上正式推出了搭载全球首发的AI双刮洗机械臂技术的产品。高承远认为，未来扫地机的竞争还会在场景层面聚焦，从“扫地”升级为“家庭地面全护理”。“基站上下水、垃圾压缩、AI 污渍识别只是门票，下一步是‘移动清洁+空气净化+安防巡检’三机合一，谁掌握多传感器融合与家庭地图运营权，谁就能像手机里的iOS一样收‘生态税’。”他认为国内价格战不会长久，企业只有把高附加值产品卖到拉美、中东、东南亚等地区才能“续命”。本地化团队、海外售后、区域数据合规将成为新门槛，纯代工OEM模式走不远。他还指出，扫地机技术迭代周期已缩至9个月，企业没有15%以上的自由现金流难以支撑持续研发与库存风险。未来两年，“技术+制造+渠道”三位一体的公司会启动纵向整合，自研伺服电机、自建海外仓、自建线上社群，用利润池“熬死”跟风者。“一句话，赛道进入‘高研发、高资本、高品牌’的三高时代，小玩家要么被收编，要么消失；留下来的，必须让产品成为用户家庭数据网络的一个节点，而不是一个会跑的圆盘。”高承远说。编辑|林木","news_type":1,"symbols_score_info":{"81810":0.6,"603486":1.86,"688169":1.88,"01810":0.9,"HXXD.SI":0.6,"MIUmain":0.6,"IRBT":1.95}},"isVote":1,"likeStatus":false,"favoriteStatus":false,"reportStatus":false,"tweetType":1,"langContent":"CN"}],"isCommentEnd":false,"newsSizeData":{"likeSize":0,"commentSize":1,"repostSize":1,"favoriteSize":1,"likeStatus":false,"favoriteStatus":false},"APP":{"userAgent":"Mozilla/5.0 AppleWebKit/537.36 (KHTML, like Gecko; compatible; ClaudeBot/1.0; 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