MOVA, a Chinese brand of smart household appliances founded in 2024, entered the Romanian market with ambitious goals: a 5% share in the category of vacuum cleaners in the first year. The company, which describes itself as a premium manufacturer of smart living solutions based on artificial intelligence, officially launched its brand on Tuesday evening in Bucharest, less than six months after entering the market. «Our target is a share of 5% on the Romanian market, in the category of vacuum cleaners, in the first year (…) and the increase to 20% in three years. These are thresholds that we have reached in comparable markets, supported by investments, by the product portfolio», said Ada Zou, regional manager for Central and Eastern Europe of MOVA, during the launch event. MOVA entered the Romanian market around December last year. «We officially entered this market around December last year, less than six months ago. But in this short time we have entered into partnerships with some of the main retail channels, including eMAG and Altex,» said Ada Zou. Distribution is ensured, according to the company, through Black Tech Group as a strategic partner, alongside eMAG and Altex, and the products are also available online on evoMAG, Flanco, PC Garage, Media Galaxy and Dedeman. Founded in 2024, MOVA – which shares ownership with China’s Dreame Technology Group – one of the major global players in the robot vacuum cleaner category, has rapidly expanded globally. According to the data provided by the company, the brand is present in over 3,000 physical stores, the products have reached over 1.4 million households, and globally the company reports over 4 million registered members. To build notoriety in Romania, the company relied on intensive digital marketing. «Our content generated over 2.71 million views and a total reach of over 439,000 people,» said Manzira Ashan, Marketing Manager for Central and Eastern Europe, at the launch event. Although vacuum cleaners are the core of the offer, the Bucharest launch focused on presenting an ecosystem for the entire home. The flagship product on display is the V70 Ultra Complete robot vacuum, which the company describes as having a suction power of 42,000 Pa, an extendable 17 cm mop and a bagless dust container (EcoCyclone system). A robot with a roller type mop, a vertical floor washing machine and a hand vacuum cleaner were also presented. Beyond cleanliness, the brand has expanded its presentation to new categories. MOVA announced the Palette 300, described as «the world’s first 3D printer with 12 automatically interchangeable nozzles integrated into the machine,» according to Eavan Huang, country GTM, as well as an espresso machine (F20 Pro) with temperature control. The company also presented products from other categories – a robot for cleaning swimming pools (X10), one for windows (N1), kitchen appliances, personal care and pet products.
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