Adnkronos (Adnkronos) – At the IFA 2026 technology fair in Berlin, new service robotics solutions highlight a progressive evolution toward integrated automation of home and business spaces. A recent report published by Forbes China and presented at the keynote confirmed Ecovacs Robotics' position among the leading global players in the sector, highlighting its presence in approximately 38 million households across nearly 180 markets.
The company has progressively expanded its production and research and development capabilities from traditional floor cleaning devices to systems dedicated to glass surfaces, swimming pools, and lawn care.
Graham Earnshaw, Chief Strategy Officer for Forbes China Group, discusses the Forbes China report on the global home robotics market.
Regarding the sector's development prospects, David Qian, CEO of Ecovacs Robotics, said: “The future of home robotics is not simply about offering new solutions, but about making daily life easier, leaving people more time for what really matters.
By leveraging approximately 80% of our core technologies and adapting the remaining 20% to the specific needs of each environment, we can extend robotics from floors and windows to lawn care and pool cleaning. Our goal is to continue making robotics increasingly intelligent, autonomous, and accessible, bringing solutions capable of creating real value in the daily lives of a growing number of people.”
This vision was put into practice in the numerous new products presented at the Berlin stand, starting with the new generation of robot vacuum cleaners in the DEEBOT series (X12S, T90 MAX and T90S), credited with suction powers ranging from 10.000 to 40.000 Pa, pressurized roller washing systems with extended edge coverage and automatic bagless emptying stations designed to reduce maintenance costs in the long term, alongside the ultra-compact DEEBOT MINI 2 model.
Promotional installation of the WINBOT series at Potsdamer Platz – Berlin
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The ecosystem then extends to vertical surfaces with the WINBOT W2S PRO series, equipped with misting systems and multifunction stations with integrated batteries for cordless operation for cleaning windows, up to the debut in outdoor solutions represented by the ULTRAMARINE line of pool robots, equipped with underwater LiDAR sensors for three-dimensional mapping of pools, and the GOAT series of lawnmower robots, developed for the autonomous management of lawns of any size up to 10.000 square meters.
Following the innovations unveiled at the trade fair, Andrea Civitelli, Head of Sales Western Europe at ECOVACS Robotics, reviewed performance in Italy, highlighting the strong growth trend in every segment: "Our global leadership is clearly visible across all categories in the Italian market. We are growing significantly in the robotic vacuum cleaner sector, where we are doubling both the number of units and turnover."
Civitelli then emphasized how the brand's success stems from its ability to go beyond traditional floor robots, introducing unique solutions for both indoor and outdoor environments: "New categories beyond robot vacuum cleaners are very important to us: the window cleaner category with our Winbot, essentially created by Ecovacs and which is growing at triple-digit rates in the Italian market, robot lawnmowers, and, most recently, the Ultramarine line for pools. All these products make a fundamental contribution to strengthening our global leadership in household robots."
To sustain this significant growth, Ecovacs is leveraging a widespread presence and a flexible model that encompasses both physical and e-commerce channels. The company's goal is to cover every potential consumer touchpoint, from online to traditional retail, through a strategy that combines direct management with a robust network of partner distributors. This dynamic sales formula is tailored to the specific characteristics of each product to optimize market penetration and maximize results.
Andrea Civitelli, Head of Sales Western Europe Ecovacs Robotics
One of the cornerstones of the company's vision is the ability to make cutting-edge technology accessible to an ever-wider audience, rapidly transferring the most advanced solutions to products intended for the general public. "Being able to democratize Ecovacs products is a huge plus for Italian consumers, allowing them to access highly advanced cleaning technologies," continues Andrea Civitelli. "We incorporate the latest R&D innovations into our top-of-the-line products and then, as these technologies pay for themselves over time, we also install them on our mid- and low-end products."
Introducing new products requires careful planning and constant collaboration with the sales network, especially during seasonal peaks in sales. With this in mind, the sales strategy aims to stimulate consumer interest from the early stages of launch through dedicated incentives. This approach takes shape in a year-round promotional calendar, developed in close collaboration between brands and large retailers. Black Friday remains the true sales hub, with November now firmly established as a key month for the entire market.
The Chinese robotics giant reports that the sales network's response to its product differentiation strategy is proving extremely positive, especially because it allows it to move beyond purely downward price competition. Retailers are showing strong interest in expanding into new product categories with high growth potential, welcoming Ecovacs' ability to lead the way in emerging segments where it already enjoys consolidated global leadership.
The expansion of the product range to include outdoor products has prompted the company to promptly adapt its support structures to ensure maximum end-customer satisfaction. "The introduction of categories other than indoor and outdoor products clearly entails more complex after-sales management," concludes Andrea Civitelli, Head of Sales Western Europe at Ecovacs Robotics. "As a company, we decided, even before launching the products, to strengthen our after-sales team to meet the increased demand and manage specific needs: selling a pool robot or a lawnmower involves different needs than a floor robot. Therefore, we made a preventive investment to strengthen the entire after-sales service."
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