Technology sinking and “de-elitization”—a classic trend for cross-border businesses
August 26, 2025 10:30 United States
NoahWise Insight
Cross-Border Insights Global Overview|3C Digital Category
Source: NoahWise Insight-Cross-Border Insights Global Overview-3C Digital Category Sales Revenue in July 2025
2025 Aug.
The sinking of technology and “de-elitization”
A classic outlet for cross-border merchants
July’s cross-border e-commerce data revealed two high-speed growth highlight categories. in United States
Intelligent sweeping robot
It is accelerating to replace traditional upright vacuum cleaners, and smart homes are gradually becoming more and more popular; and in Indonesia, on the Shopee platform
Surveillance cameras and security systems
Doubled year-on-year, accounting for more than 30%. Hikvision’s sub-brand EZVIZ topped the market with a 20.4% share of the main brand. Sales volume mainly comes from
Huge C-side user group
. Whether it is smart cleaning or home security, they all point to the same trend: consumers are willing to try emerging technology products that are smarter and more worry-free.
The sinking of technology and "de-elitization" have created a major reshuffle in the industry and are classic trends in the market.
01
Sweeping robot
The core driver of the surge in cleaning appliances in the United States market
In July, in the Household Products Category on the United States Amazon site, vacuum cleaners and floor cleaning products increased by more than 1% month-on-month.
126%
, it’s not just once behind the scenes
"Seasonal demand"
, the more core thrust comes from
Intelligent sweeping robot
is quickly becoming mainstream.
From "rigid needs" to "intelligent rigid needs"
Although traditional upright vacuum cleaners are still a must-have for many households, the cleaning habits of consumers in the United States are changing:
The average weekly time spent by households in the United States on housework is declining, and younger generations are particularly reluctant to invest too much in repetitive tasks such as "vacuuming."
With the popularization of smart home ecology (smart speakers, smart lamps), sweeping robots are naturally integrated into daily life scenes. This makes robots that “can clean themselves” no longer just toys for niche players, but truly become
Substitute.
Experience upgrades brought about by technological progress
In the past, the biggest complaints from United States consumers about sweeping robots were:
Insufficient cleaning power, easy to get stuck, and short battery life.
But in the past two years, technology has improved significantly:
• Laser/visual navigation: greatly improves the efficiency of cleaning path planning;
• Automatic dust collection + mopping function: solves the problems of incomplete cleaning and cumbersome maintenance;
•
Price band sinks
: Mainstream product prices start from
thousand dollars
level dropped to
several hundred dollars
, the penetration rate is accelerating.
This means that sweeping robots are not only replacing upright vacuum cleaners, but are gradually becoming
Standard for families.
Changes in consumer psychology
The consumer psychology of United States consumers when it comes to cleaning appliances is also changing:
•
Function-oriented → Experience-oriented
: No longer satisfied with “can vacuum”, but hope to “free hands”.
•
One-time purchase → long-term investment
: Willing to pay for better sensors, APP connections, and consumable subscriptions.
•
Rational contrast → Emotionally driven
: Scenes of "drinking coffee while watching robots clean" often appear in advertisements, tapping into the psychological expectation of "improving the quality of life."
Interpretation of the brand pattern of intelligent sweeping robots
Source: NoahWise Insight-Cross-Border Insights
Robot (25.45%): Local overlord, still
No. 1 brand
, almost all consumers in the United States are exposed to sweeping robots
"Enlightenment Brand"
, has long held an advantage in the high-end market, and users have a high level of brand awareness of Roomba (Robot), often calling the sweeping robot directly.
“Roomba”。
Roborock （19.52%）：
Chinese brand leader
, almost rivaling iRobot, is a representative of China’s overseas brands, focusing on technical strength (laser navigation, integrated mopping and sweeping, automatic dust collection), and its competitiveness in the mid-to-high-end price range is outstanding. use
"Technology + Cost-Effectiveness"
Quickly build reputation and perform particularly well in e-commerce channels in the United States.
Shark（13.37%）——
Cost-effective representative
, a local small household appliance brand in the United States, uses the traditional vacuum cleaner user base to enter the robot market. It is priced lower than Roomba, has strong suction and cleaning power, and is suitable for price-sensitive consumers.
But it is not as good as Roborock in terms of intelligent experience.
Eufy （8.90%）——
Lightweight entry-level choice
, cheap, easy to use and suitable for
Renters
famous. The functions are relatively basic and lack high-end features.
Ecovacs (6.94%)——
All-round Chinese brand
, covering different price ranges from mid-range to high-end. Emphasis on multi-function (sweeping, vacuuming, mopping, washing), and early layout in the "whole house cleaning plan". However, the brand power of the United States market has not yet been fully established.
Not as well-known as Robot and Roborock.
Big waves wash over the sand
Any new technology will complete the transformation from high-end niche to popular, and this process will inevitably be accompanied by survival of the fittest. Just like the original smartphones, those who can finally gain a foothold in the market must be those who are truly
Taking into account technical strength, brand power and user experience
player. The market for smart sweeping robots in the United States is also at this stage.
key node
: From the initial try-out to an increasingly popular daily necessity. In the future, who will be there?
Big waves wash over the sand
Whoever gets a firm foothold in the field will win the real dividends in this round of smart home track.
United States users from
"Trust big brands" gradually turns to "performance comparison"
, which gives Chinese brands the opportunity to break through quickly with the combination of "technology + cost performance". In the future, whoever can establish differentiation in intelligent + whole-house cleaning solutions may further expand its share.
02
surveillance cameras hot sale
Indonesia’s security market doubles
July
Shopee platform in Indonesia
, surveillance cameras and security systems account for the highest proportion under the Photography and Camera Category, exceeding
30%
, year-over-year growth exceeds
103.92%
, from the Photography and Videography Category
Absolute core
. Cameras accounted for 25.43%, and there is still a certain basic market, but the growth rate is not as fast as that of the security category.
Source: NoahWise Insight-Cross-Border Insights
Homes and small businesses in Indonesia are common scenarios for security systems and surveillance cameras. Indonesia
The expansion of the middle class and the acceleration of urbanization
, making “family security” a new pain point.
There are a huge number of small and micro merchants (convenience stores, restaurants, workshops) and there is a strong demand for low-cost, visual security equipment.
Sub-brands overtake the main brand to top the sales volume list
Source: NoahWise Insight-Cross-Border Insights
In the Indonesian market, the core reason why Ezviz, a sub-brand of the global security giant Hikvision, is able to overtake the main brand and occupy the first market share is that
Its positioning is closer to C-end consumers
. compared to
The main brand focusing on B-side and engineering projects, EZVIZ is more focused on family and small and micro merchant scenarios.
, featuring
High cost performance, ready to use, easy to install, and good APP localization experience
, at the same time
E-commerce channels are actively launched and brand exposure is high
. This enables it to quickly seize the huge demand for "affordable smart security" in the Indonesian market and establish a leading advantage in the field of consumer security.
The Indonesian security equipment market is experiencing an explosive period.
“Rigid demand + high growth + strong Chinese brands”
are the three key words. In the next few years, as Indonesia's middle class and small business groups further expand, local consumers will pay more and more attention to "whether it is easy to use" and "whether the after-sales service is reliable."
For Chinese sellers, making surveillance cameras is their strength
, if we can strengthen localized experience and services on the basis of high cost performance, we will have the opportunity to form long-term advantages in the Indonesian market and copy the growth path of the domestic security industry.
Cleaning and security seem to be two completely different tracks, but they both follow similar logic:
Emerging technologies are moving from “elite” to “mass”
. Today's sweeping robots are like smartphones ten years ago; today's home security is like smart door locks a few years ago. Those who can finally gain a firm foothold must be those
Understand both technology and users
, a brand that can also adapt to the rhythm of the local market. For overseas sellers, this is not only an increase in sales volume, but also an opportunity to participate in the wave of global consumption upgrades.
About NWi
Since 2023, NWi (NoahWise Insight) has expanded into overseas data services. We now cover major global e-commerce platforms including Amazon, Lazada, Shopee, and TikTok, tracking full-category market sales performance across nearly 30 country sites in Europe, the Americas, and Southeast Asia. We help brands deeply understand domestic and overseas market differences, identify growth opportunities in each market, and plan global expansion.
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