Ni Bingbing, global president of MOVA wet-and-dry vacuum. [Photo provided to chinadaily.com.cn]
As Chinese cleaning appliance brands expand their presence overseas, innovation, localization and premium positioning are becoming increasingly important drivers of growth, according to Ni Bingbing, global president of MOVA wet-and-dry vacuum.
In an interview with China Daily, Ni said Chinese brands are moving beyond competing primarily on cost and are increasingly focused on building differentiated products and long-term consumer trust.
MOVA, a Chinese smart technology brand, has emerged as one example of this trend. The company reported revenue of nearly 500 million yuan ($69.7 million) from its wet-and-dry vacuum business in 2025, with overseas markets accounting for about 70 percent of total sales. In the first quarter of 2026, global sales of the company's wet-and-dry vacuums approached 100,000 units.
Particularly notable has been the company's wet-and-dry vacuum performance in Southwestern Europe, one of its key overseas markets. Sales in the region reached nearly 50,000 units in the first quarter, while revenue surged by more than 150 percent year-on-year.
