Low price is a way to evolve towards a brand
Shenzhen SEAUTO Technology Co., Ltd. (SEAUTO) is an enterprise focusing on underwater cleaning robots. Recently, it has completed a Series A+ financing of CNY 70 million. The investors include local industries and listed companies such as Dongguan Chitwing Technology Co., Ltd.. The funds raised in this round will be mainly used for product production and inventory preparation.
SEAUTO was founded in October 2021, with its headquarters in Shenzhen. Its pool cleaning robots are mainly sold to overseas markets such as North America through e-commerce platforms like Amazon and Temu.
Data shows that by 2029, the global market size of automatic pool robots is expected to reach USD 2.16 billion (CNY 15.75 billion), with a compound annual growth rate of 10.9%. What behind this growth trend is the continuous increase in the number of pools worldwide and the gradual improvement in the popularity of pool robots.
In particular, North America has become one of the fastest-growing markets. This trend is mainly due to its large number of private pools. The United States has the most private pools in the world (over 10 million), and pool owners spend an average of USD 1,432 (CNY 10,441) per year on pool maintenance, including regular cleaning, repairs, and seasonal opening and closing, with an average single cost of over USD 100 (CNY 729). Therefore, the high cost of manual maintenance and the increasingly prominent shortage of labor have made automated cleaning equipment a necessity.
Deng Zhuoming, the founder of SEAUTO, said that due to consumers' purchasing power, the vast majority of users in the United States tend to buy pool robots priced below USD 500 (CNY 3646), while SEAUTO has brought the price down to below USD 400 (CNY 2,916). For example, its SAT 1X series is priced at only USD 199 (CNY 1451), and the higher-priced SAT 2X product is only USD 399 (CNY 2909). In Deng Zhuoming's view, SEAUTO's core competitiveness lies in "extreme cost control" to establish a low-price advantage.
In Q1 2025, SEAUTO's shipment volume exceeded that of the whole last year, and its sales revenue has also exceeded CNY 50 million, and it has entered a profitable state. Among them, the semi-managed business on Temu has grown rapidly, with sales comparable to those on Amazon. Additionally, Deng Zhuoming revealed that with its price advantage, SEAUTO has forced competitors to drive transactions through larger advertising investments, "Advertising expenses account for 30%-40% of total sales."
In 2024, SEAUTO ranked fourth in sales volume on Amazon, with the first place being the Dolphin brand under Maytronics, an Israeli well-known pool machine research and development and manufacturer. In the same year, SEAUTO reached a strategic cooperation with Maytronics. The two parties cooperated on a new brand "Niya" and sold it through all Maytronics' channels. SEAUTO will use its own motor and sensor production lines to research, develop and produce cable-free pool robots for Maytronics. This year, SEAUTO's goal is to rank first in the sales list of pool robots on Amazon.