Gap strategy is addictive "Rumba I3 +" Moving the heart of urban dwellers

The sales of the latest robot vacuum cleaner "Rumba I3 +" released in February 2021 are strong.The price is less than 100,000 yen while attaching a "clean base" that automatically sucks the garbage that was equipped with only 150,000 yen premium models.While trying to reduce costs, he succeeded in working on the modern consumer psychology, which continues to live home, with the use of exquisite flavors, such as adopting the latest functions and the design that the Young family lives in the city prefers.

アイロボットジャパンが21年2月に発売した「ルンバ i3＋」。実勢価格9万9800円（税込み）［画像のクリックで拡大表示］

Telework has penetrated due to the corona evil, and many consumers continue to live on the premise of staying home.As a result, the longer the home time has increased interest and interest in home appliances that help keep home clean.The representative is a vacuum cleaner, and the market size from the previous year is about 11 from the previous year..8 % (quantity base, survey of the Japan Electric Industries Association) is growing.

In recent years, the main force of the vacuum cleaner has been a cordless stick type that is easy to take out and quickly clean, and a robot vacuum cleaner that automatically cleans when going out with an increase in dual -working families.It is moving.Despite the decrease in the number of opportunities to go out, the demand for robot vacuum cleaners, which will surely clean in a short time, is growing rather than falling.

According to the I robot Japan, which is a representative of the robot vacuum cleaner, "Rumba", sales have increased by 20 % year -on -year, and it has become an unprecedented growth in the past (Marketing Headquarters Product Marketing Division.Hiroshi Yamauchi).The company's robot vacuum cleaner, including the floor wiping robot "Brava" series, was 2 million units in 2016 and 3 million in September 2018, reaching 4 million units at the end of 20 years.Corona is continuing to grow steadily.

The latest type of "Rumba I3 +" released by the company in February 2001 is only premium models such as "Rumba S9 +" (actual price, 186,780 yen including tax) and "Rumba i7 +" (142,860 yen).The feature is that it is less than 100,000 yen while comes with a "clean base" that automatically sucks garbage.The clean bass is a type of home -based robot vacuum cleaner that has been cleaned automatically and waits, and automatically sucks garbage into a paper pack from the dust case at the same time as charging.The advantage is that you only need to open and close the dust case every two months without having to open and close the dust case every two months, as you can store up to 60 days of garbage.

In recent years, robot vacuum cleaners have been increasing sales by consumers who want to finish cleaning and save time while away from home.In the age of staying home where the time at home is longer and the finer garbage scattered on the floor is likely to increase, more consumers have moved their fingers, saying that clean -based people can save more time and effort.

従来のルンバシリーズはピアノブラック調が多かったが、 i3＋はグレー調。トップ部もファブリック風のデザインを初めて採用した［画像のクリックで拡大表示］

Mr. Yamauchi said, "The biggest moment to buy a robot vacuum cleaner is the timing of moving. So, in i3 +, we decided to aim for a young family group, where the life stage is likely to change due to marriage, job change, transfer, etc."Premium model buyers such as S9 + and i7 + are relatively high -income earners in their 40s and 50s.On the other hand, the popular model "Rumba E5", which costs 50,000 yen (including tax), is mainly in the 20s living alone.In the middle position between the two, the price is easy to buy while carefully selecting the functions and performance required by the Young Families who live in an apartment in urban areas.

i3＋の裏面。独自のゴム製のデュアルアクションブラシが、フローリングからカーペットまで様々な床に密着してチリやホコリを吸引する。写真右上の穴の部分に、後述するフロアトラッキングセンサーを内蔵している［画像のクリックで拡大表示］

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