Ecovacs doesn’t want to be another Xiaomi

Anula Wiwatowska - Offsite Editorial Lead

Last updated 06 August 2026

Despite expanding into new categories, Ecovacs doesn’t have its sights set on becoming a mega brand like Xiaomi or Dreame, or following either of them in the world of phones.

At a roundtable hosted by the brand at its headquarters in Suzhou, a cohort of Ecovacs staff kept looping back to the Ecovacs ecosystem. The vision, WhistleOut understands, is an interconnected home, full of robots doing your chores. The goal, to give people back their time.

Yet with the brand openly discussing heading into new product categories, when we asked if they saw its trajectory following Xiaomi or Dreame, the answer was a resounding “no”.

Global Head of GTM and Managing Director of ANZ, Dave Wu told WhistleOut that Ecovacs has no plans to become a mega brand. While it does want to branch out, it only cares about use cases where a robot could do the task.

Ecovacs launched a range of outdoor home robotics into Australian stores this week. The next-generation GOAT robotic lawnmower A2000, alongside a budget option called the GOAT O600, their first Ultramarine P1 Pool Cleaner, and the latest Winbot W3 Omni. The theme of the launch has been “Ecovacs goes outdoors”, and while these devices don’t look too different from Ecovacs usual fare, they are a genuine departure from the brand’s focus on consumer and commercial robot vacuums.

They’re not, however, as sharp a turn as what Dreame showcased at an event in May. Mostly known in Australia for their robot vacuums, Dreame showed off a range of fridges, air conditioners, a concept car, and gaudy mobile phones encrusted with diamonds and gold. This kind of scope aligns somewhat with Xiaomi, although Xiaomi started as a phone brand and has moved beyond concepts in most of these product categories.

Dreame and Ecovacs headquarters live just around the corner from one another in Suzhou, and while they share some products and a postcode, the brands aren’t heading in the same direction.

This author travelled to China as a guest of Ecovacs.

Anula Wiwatowska

Offsite Editorial Lead | Instagram

Anula is the Off-Site Editorial Lead for WhistleOut Australia, and an award winning tech journalist. She has been writing about the Australian telco industry, and consumer technology for over five years, and has been known to tell her Uber driver which phone they should upgrade to next.

Read full bio