DJI Ventures into the Robot Vacuum Sector: Rich in Features but Struggling to Stand Out, with Ambitions Beyond Cleaning

“If it could fly up and clean the ceiling, that would be the ultimate move,” quipped a netizen following the release of DJI’s inaugural robot vacuum series, ROMO.

In today’s consumer landscape, cross-industry expansion has become routine. Smartphone manufacturers are building cars, automakers are launching phones, and brands specializing in cleaning appliances are entering the broader home appliance market. DJI, known for its dominance in the drone sector, is now making a strategic move into the home cleaning appliance space. Notably, DJI has been actively broadening its scope in recent years, first entering the imaging industry, then unveiling a panoramic camera, and reportedly planning to launch a panoramic drone by the end of the year.

Speculation about DJI’s entry into the robot vacuum market had been circulating for some time. When the company officially confirmed the news, excitement surged among consumers and industry observers alike—including entrepreneur Luo Yonghao, who expressed strong anticipation. Based on the product unveiled last night, DJI continues to demonstrate robust product development capabilities. The ROMO series is feature-rich, with a transparent design that reflects the company’s established industrial aesthetic. Its spatial intelligence capabilities, in particular, represent a repurposing of drone technology for ground-level applications.

However, with a post-subsidy starting price approaching RMB 4,000 and certain limitations in cleaning performance and obstacle navigation, DJI’s robot vacuum may not offer compelling value—especially when compared to leading domestic competitors. In essence, the product has not emerged as the revolutionary innovation consumers had hoped for, but rather appears to be DJI’s attempt to secure a share of the existing market.

Furthermore, considering the rapid advancement of embodied intelligence, DJI’s foray into robot vacuums may signal a broader strategic ambition—potentially leading to the development of humanoid robots in the near future. While the ROMO series is well-equipped, it falls short of being exceptional. Some versions have already sold out.

According to data released by IDC, global shipments of smart robot vacuums reached 5.096 million units, marking an 11.9% year-over-year increase. Market concentration among leading brands has intensified, with the top five manufacturers accounting for 63.4% of total shipments—up 3.5% from the previous year.

From a market perspective, the global robot vacuum landscape appears relatively stable. Yet from the consumer standpoint, unresolved pain points persist, and there is a desire for new brands to deliver differentiated experiences. An IDC analyst noted that the primary issues in the current market revolve around insufficient cleaning power and imprecise navigation and obstacle avoidance.

DJI, a leader in drones and imaging technology, has consistently produced highly regarded products, with some even earning the nickname “electronic Moutai.” When DJI announced its entry into the robot vacuum market last month, consumer expectations were high.

At 8 p.m. last night, DJI officially launched the ROMO series robot vacuum. The release was low-key, with no press conference or major promotional campaign—just a direct online launch. Based on the product specifications, the ROMO series presents some notable features and thoughtful design elements, though overall it remains a conventional offering.

The most distinctive aspects lie in its visual design and spatial intelligence. The ROMO series includes three versions, with both the robot and base station available in white or transparent casing. The transparent design reflects DJI’s signature industrial style. However, long-term durability of the casing remains to be evaluated.

For homes renovated in recent years, dedicated spaces for robot vacuums are often pre-planned, rendering the transparent base station less meaningful. DJI’s highest-tier version is only available with a transparent casing, which may result in consumers paying a premium for a feature that offers limited practical value.

Beyond aesthetics, obstacle avoidance is another key feature. The ROMO robot incorporates the same avoidance system used in DJI’s flagship drones, featuring binocular fisheye sensors and three wide-angle solid-state LiDAR units. It can detect and avoid common household obstacles, identifying wires over 2mm in diameter and objects taller than 15mm in standard mode. In the presence of contaminants such as pet waste, the robot is programmed to steer clear.

DJI’s expertise in drone technology translates effectively to ground-level spatial recognition and obstacle avoidance. The company reportedly considered using more expensive industrial-grade LiDAR, but ultimately opted for the current configuration due to the unique characteristics of home environments.

While the ROMO series is well-equipped, certain choices raise questions. For instance, despite being positioned as a mid-to-high-end product, it employs a disc mop system. Historically, robot vacuums have utilized various mop mechanisms, including vibrating, disc, roller, and track systems. Roller and track systems are typically associated with higher-end models.

DJI’s product page states that roller and track systems have drawbacks, such as potential secondary contamination. While this concern is valid, the author’s personal experience and industry insights suggest that some current products have effectively addressed these issues and deliver strong cleaning performance.

An industry insider commented that roller and track systems are the mainstream choice for mid-to-high-end models. DJI may have opted for disc mops to reduce costs or may not yet have resolved challenges related to cleaning power and self-cleaning functionality.

Despite its imperfections—including less accurate voice recognition noted in some influencer reviews—consumer enthusiasm remains strong. On JD.com, sales have exceeded 2,000 units, and over 1,000 units have been sold on DJI’s official Taobao store. Some versions are already out of stock.

The ROMO series cannot fly, and standing out will be more difficult than before. Upon the product’s release, many netizens joked that they had expected it to fly up and clean tables and cabinets. “If it can’t fly, I’m not buying,” they quipped. While humorous, these remarks reflect the high expectations consumers have for DJI. AVC President Guo Meide remarked that DJI’s entry into the robot vacuum market is a positive development. With the top five brands controlling over 90% of the market and product homogeneity becoming increasingly severe, a new disruptor is needed to shake things up.

Compared to traditional home appliances, robot vacuums still have relatively low market penetration, indicating significant growth potential. However, the market is highly concentrated and fiercely competitive, especially with government subsidies in play. IDC data shows that in the first quarter of 2025, China’s robot vacuum shipments reached 1.188 million units, up 21.4% year-over-year—marking two consecutive quarters of over 20% growth. The top five brands—Ecovacs, Roborock, Narwal, Xiaomi (01810.HK), and Roborock—account for over 90% of the market.

For DJI, this transition into smart home appliances represents a bolder leap than its previous move from drones to cameras. The target audience and competitive dynamics are markedly different. However, DJI’s entry into the robot vacuum space was not impulsive—it began planning five years ago.

Reportedly, DJI initiated its “Ground Space Intelligent Explorer” project in 2020 to develop robot vacuums, though progress was slow. Market rumors suggest that DJI originally intended to launch in 2023 or 2024, but founder Frank Wang scrapped earlier versions due to product immaturity. The current release is actually the third internal iteration.

Some speculate that DJI entered the market because robot vacuum companies had recruited many of its employees. While likely a joke, DJI does have connections to the industry. Both DJI’s founder and Narwal’s founder Zhang Junbin were mentored by Li Zexiang, known as the “Godfather of DJI,” making this a kind of intra-school rivalry.

Nonetheless, entering a new and unfamiliar industry presents challenges. Compared to past successes, DJI faces steeper hurdles this time. Technically, DJI’s strengths in drone vision, LiDAR, path planning, and SLAM algorithms provide a foundation for ground-level applications. However, the core function of a robot vacuum is effective cleaning. Based on current specifications, DJI has not surpassed existing products in this regard. Features like voice and video control are already standard, and its pricing is higher.

IDC analysts noted that leading brands have established smart home ecosystems and achieved integration with mainstream platforms. DJI’s entry demands new competencies in marketing and supply chain management.

With government subsidies intensifying competition, the mid-to-high-end market is more aggressive than ever—posing immediate challenges for DJI. Whether the company can succeed remains uncertain. AVC’s Guo Meide believes that DJI has strong brand equity and solid technology, but the industry is heavily reliant on marketing. Significant investment is required, and as products become increasingly similar, price wars are emerging. Thus, DJI’s timing may not be ideal.

The robot vacuum may be just the beginning—DJI’s ambitions extend further. For any robot vacuum, cleaning performance is paramount. Based on current reviews and livestream feedback, DJI’s first model emphasizes design and obstacle avoidance. Unlike drones and pocket cameras, public opinion on the ROMO series is mixed. Some users complained on social media that the vacuum got tangled in hair during testing. Others criticized its pricing, saying it lacks cost-effectiveness.

It is understandable that as a newcomer, DJI’s first product may not be flawless. Cleaning performance takes time to refine. Ultimately, a robot vacuum must clean thoroughly—something consumers hope DJI will improve in future iterations.

The author believes that DJI’s robot vacuum may be a stepping stone toward a broader goal: humanoid robots. Today’s robot vacuums already incorporate elements of embodied intelligence, including LiDAR, cameras, robotic arms, and AI models.

Humanoid robots share many components with robot vacuums, such as motors, visual recognition systems, and the aforementioned LiDAR technology. At present, companies like Narwal, Dreame, and Ecovacs are actively investing in embodied intelligence initiatives. Previously, Narwal’s founder Zhang Junbin remarked that robot vacuums without embodied intelligence are merely in the “iPod phase” of smart cleaning. He emphasized that only those equipped with three-dimensional spatial cognition and autonomous decision-making capabilities can unlock the industry’s “iPhone moment.”

Homes are inherently complex environments. For DJI, launching a robot vacuum may serve as a strategic entry point to explore and understand domestic spatial dynamics. Over time, by integrating mechanical arms and other components, the company could evolve its product line into humanoid robots. This trajectory is not without precedent, and the technological foundation is already partially in place.

However, the path forward will be challenging. At this stage, DJI’s priority should be to refine and optimize its robot vacuum offering. Delivering superior cleaning performance and addressing current limitations will be essential if the company intends to establish a foothold in this competitive market—and eventually realize its broader ambitions in robotics.