Annual revenue exceeds 500 million! Former DJI executive leaves to start a business, making the smart lawn mower the No.1 in its category!

Every spring and summer, lawns grow wildly, becoming almost the most headache-inducing household chore for American middle-class families.

You should know, there are approximately83 million single-family homes,of which40%–50% of households need to mow at least twice a month during the peak growing season, averaging annuallytimesas high as25 to 30 times.

If hiringworkersto come to the doorfor weeding, the single labor costneeds to cost about80 dollars, and the maintenance cost remains high.

It is this high-frequency and costly maintenance pressure that makes more and moreofAmerican families want to free their hands with smart devices, the demand for automation replacement has been rising, and has also given rise tohasa high-growth smart lawn mower market.

Image source:Google

Let's look at a set of data:

According toGrand View Research's research shows,Global lawnMowingrobotofmarket size in2025valuationis93.3 billion USD, expectedwillin2033exceed219.7 billion USD,the periodcompound annual growth rateas high as11.4%, development prospectsquite considerable.

Source:Grand View Research

On this highly promising new track, many Chinese emerging brands have successfully gone overseas，overseasmarketachieved hot sales.

Today we willtalk abouttheMammotion (Kuma Power)，is a particularly outstanding one among them.

Since its inception, the brand has targeted the mid-to-high-end market, its product pricing is nearly half higher than competitors in the industry, but this has not hindered sales at all.

Duringthe period from July 2024 to June 2025, its new intelligent lawn mowing robot,alsowas certified by a global authorityFrost & Sullivan as the world's No.1 in sales of boundaryless lawn mowing robots。

Positioned on the higher end, yet still leading the world. Many people can't help but wonder: how did this emerging Chinese brand achieve a strong breakthrough in its niche?

Image source:Google

A hardcore team from DJI, betting on the robotics track

According topublic information shows,Mammotion (Kuma Power) is a brand focused on R&D and sales of smart lawn robots, founded in Shenzhen.

Its starting point must be traced back to the founder's background.

The brand founder, Mr. Wei, was once a co-founder of DJIRoboMasterofco-founder, and served as head of R&D。After leaving DJI, he led a team of6 people,bettingintelligent robot track，from a Dongguan40square meteroffice,inin August 2016 established Songling Robot, which is the predecessor of today's Shenzhen Kuma Technology.

In the early days of entrepreneurship, the team first targeted the industrial logistics field, focusing on automated parking and handlingAGV robots, aiming to improve warehouse automation efficiency.

But reality was not optimistic，Project has large capital investment, long payment cycle,andThe domestic market was already occupied by established companies. Songling Robot with limited funds once fell into development difficulties.

Source: Songling Robot

The turning point occurred in2019. The team keenly discovered that outdoor mobile robot chassis is still a blue ocean, so they decisively transformed and entered consumer-level garden scenes.

transformation'sresultswas also good, that yearofsales then exceededalreadyten million, and also precipitated the core technology on which subsequent lawn mowing robots rely.

After completing technological accumulation, Tuke in2022 officiallylaunched the sub-brandMammotion (Kuma Power), fully entering the intelligent lawn mower market.

Image source: Google

May 2022,the brandfirst equipped withalreadythe four-wheel-drive lawn mowing robot LUBA 1 with RTK boundary-free technology landed on Kickstarter crowdfunding, with a total amount reachingalready3.37 million USD, a brilliant start.

February 2023, product officially mass-produced and shipped, quickly covering 33 countries, and topped the Amazon US category in June of the same yearofthe top spot.

Subsequently,，Mammotioncontinuously iterated and upgraded, inOctober 2023, launchedalreadythe world's first integrating visual positioning and obstacle avoidancelawn mowing robotLUBA 2 AWD。

brand'sBusiness revenue has also been rising, and lawn mower-related revenue from2022's 1.54 hundred million yuan, growing to 2024yearof5.22 hundred million yuan。

Image source:Google

January 2025,MammotionlaunchalreadyLUBA mini and other new productsand otherupgradedaftermain models,directly insweep the first quarteralreadyNo. 1 in Amazon categories in the US, Germany, and France。

January 2026, global authoritative organization Frost & Sullivanalsopublishedalreadyreport，certification inDuring the period from July 2024 to June 2025,MammotionRanked first in global sales of boundary-free lawn mowing robots.

With technical accumulation and precise overseas expansion, nowMammotionthe brand, already becomehasintelligent lawn mowingmachinein the trackone of the topbenchmark-leveltop seller。

Image source:Frost & Sullivan

Social media operation: hitting users' hearts with healing content

productofhardcore technologyis certainly important, but to reachmore needyoverseas families, achieving large-scale transactions, social media marketingthenhas becomea key part of Mammotion's market entry.

BrandThroughprecise layoutTikTok and other major overseas social platforms, successfully leveragedhasa massive number of potential users, quickly building brand awareness.

Mammotion's operation strategy on TikTok is very clear: mainly focusing on light-hearted and healing lifestyle content to attract potential consumers.

As of now, its official brand account@mammotion_official has gained 65,500 followers and 222,100 likes.

Image source:TikTok

The video content posted by this account rarely piles up specifications; instead, it presents atmospheric scenes: on the lawn under the sun, the lawnmower works quietly, accompanied by pets.

This type of short film focusing on lifestyle aesthetics exactly hits the yearning of middle-class Europeans and Americans for an ideal courtyard life.

Image source:TikTok

Among them, the most viewed viral video has currently reached7.4 million views and accumulated 34,000 likes.

This video showsMammotion's mowing robot working earnestly on the lawn. Because it has obstacle avoidance features, even with a dog lazily sunbathing nearby, there is a harmonious atmosphere of not being disturbed at all.

The interactions in the comment section are also diverse. Some old users share real experiences, saying that after purchasing, they save three-quarters of the workload, only needing to handle edges manually, with extremely high cost performance; many potential buyers are also moved by the warm scene of humans and pets coexisting, and their desire to purchase is greatly increased.

It can be seen that this type of content that integrates product functions into daily courtyard scenes naturally showcases the product's advantages while conveying a relaxed, worry-free lifestyle, effectively increasing the interest of overseas users.

Image source:TikTok

Influencer cooperation: leveraging verticalKOL power to achieve efficient conversion

Of course, relying only on self-owned accounts is far from enough. To further amplify exposure and broaden the audience,Mammotion also collaborates with vertical influencers on TikTok for promotion.

HasLifestyle home expert @Davey Struggle with 455,100 followers is one of the brand's collaboration partners.

Image source:TikTok

This expert regularly shares content about yard maintenance and outdoor cleaning, and his audience ishighly aligned with Mammotion's target customer group.

He specifically made a test video forthe LUBA 2, fully demonstrating the entire process of unboxing, installation, and use, and also showing practical features like remote control via smartphone and real-time view of work tracks.

As of now, this video has received717,700 views and 28,800 likes.

In the comment section, a user did a real economic calculation. He said that each mowing costs$80 in labor costs, and each month that would mean paying $3,340. If you buy this lawn mowing robot, you can recoup the cost within 6 months, which is very cost-effective.

It's easy to see that leveraging niche experts for real-scenario demonstrations not only dispels users' purchase concerns but also intuitively highlights the core value of saving money and effort, achieving twice the result with half the effort in improving conversion.

Image source:TikTok

Independent site andSEO: Do a good job of search traffic reception, so that traffic has somewhere to go.

After attracting user attention through content marketing, how to receive these traffic and complete the final conversion is also a question that brands must consider.

Mammotion has put a lot of effort into building its independent site and optimizing SEO.

By optimizing keyword layout and website structure, they ensure that users with clear purchase intent for smart lawn mowers can find the brand's official site at the first moment when they actively search.

This content attraction+ search reception combination not only avoids traffic waste but also lays the foundation for subsequent user retention and repurchase, and is worth reference for other overseas brands.

Image source:Mammotion independent site

Conclusion

For Chinese brands aiming for the global market,Mammotion's journey reveals a clear revelation:

True globalization is not just about selling products abroad, but about integrating a better solution into the daily lives of local consumers through localized narratives.

Currently, the home economy and home automation track, represented by smart lawn mowers, is at a confluence of demand explosion and technological maturity.

For domestic enterprises with technical accumulation and product capabilities, instead of competing in the red ocean, it is better tolike Mammotion, find a niche entry point and carve out a space for themselves in the overseas market.