Header photo source: Vbot.
At the World Robot Conference (WRC) in early August, one category of machines drew an unusual amount of attention from families.
At the booths of Vbot and Joyin, children clustered around the displays. Some snapped photos, others reached out to touch the robots, and many called out their names, visibly excited by these “new species.”
The two companies showcased contrasting designs. Vbot presented a rounded, four-legged robot dog, while Joyin unveiled a tracked robot reminiscent of WALL-E, the Pixar character.
What they shared was a consumer-facing positioning: compact in size, larger than a tabletop bot but smaller than a humanoid robot, and built with a playful aesthetic. While not equipped for housework, these robots can follow owners, carry light loads, and take photos.
Other former tech executives are chasing the same niche. Wang Tao, previously an international executive at electric vehicle maker Xpeng, founded Sentigent Technology, which is developing a consumer quadruped robot as its first product. Yang Shuo, who worked on Tesla’s Optimus, launched Mondo Tech to prepare a compact humanoid robot for home use.
An experienced hardware investor calls this segment “consumer-grade home robots.” Typically priced around RMB 10,000 (USD 1,400), they are not mass market, but more accessible than humanoid models.
Vbot founder Yu Yinan envisions a family trip: a car parked in the countryside, with the company’s robot dog leaping out, following its owners, helping carry backpacks, and recording moments along the way.
Meanwhile, Sentigent is targeting overseas buyers. Wang describes his users as “old boys” in Silicon Valley, alluding to men aged 30–50 at major tech companies who enjoy exploring futuristic gadgets.
Some startups have already completed prototypes and revealed designs. Consumer-grade robots are expected to hit the market by year’s end.
But why are so many former executives betting on this space? One investor points to the popularity of Unitree Robotics’ quadruped robots as a key driver.
Leveraging China’s supply chain, Unitree optimized the structure and cost of its robots, accelerating adoption. The company now claims about 70% of the global quadruped robot market. While marketed for industrial and research use, Unitree’s bots have also gained traction among influencers posting viral clips of the machines greeting pedestrians or playing with pets.
Agibot entered the market in July with its D1 Ultra, designed for industrial scenarios. Yet partner Yao Maoqing told 36Kr that consumer demand is also strong. “Quadruped robots are relatively mature, with low costs and stable performance. They can act as companions, patrol in overseas markets, or serve as watchdogs at home,” he said.
Falling hardware costs have made the category more viable. Competition among Chinese robot makers has lowered prices while boosting performance. Unitree’s Go2 Air, launched in 2023, costs under RMB 10,000, making it more attainable for individuals.
Recognizing that “quadruped technology is already mature while consumer demand is still unmet,” both Wang and Yu designed their first products as companion robots.
For Wang, embodied intelligence breaks into three areas: mobility, voice interaction, and manipulation. He believes the first two alone can make a home robot that’s able to follow users, carry items, and take photos.
Yet despite their popularity with some consumers, Unitree’s sales remain modest. Industrial design and reliance on remote controls have limited household appeal.
To lower that barrier, startups are scrapping remotes altogether. Both Vbot and Sentigent are equipping their robots with vision-based localization and autonomy, similar to advanced driver assistance systems in cars. This enables the machines to perceive their surroundings and follow users without detailed maps.
Marketing emphasizes outdoor use cases. Both companies brand their robots as companions for hiking, camping, or family outings. Designs lean toward consumer appeal, with softer aesthetics, expressive “emotions,” and richer interactions.
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Despite similarities to Unitree’s products, founders argue they are creating a new category: robotic companions for the home. But because the market is untested, finding product-market fit is a central challenge.
“Whether it’s a robot dog or a humanoid, it’s essentially a big toy for middle-class families. The question is, do features like following, carrying, or filming justify paying RMB 10,000 or more?” one investor told 36Kr.
The uncertainty lies in demand. These robots are not essential appliances like vacuum cleaners or dishwashers. Their appeal may stem more from novelty or status, narrowing the consumer base. As a result, while consumer-grade robots are a hot topic, humanoid robots still attract more investor attention.
For example, Dao Fang, former head of Taobao Live, once considered launching a home robot startup but abandoned the idea after concluding the market was premature and lacked a category-defining product.
Pricing will also be crucial. No startup has announced retail tags yet, but estimates hover around RMB 10,000. As supply chains mature, however, prices are expected to fall. A Unitree executive has said quadruped robots could eventually drop to RMB 3,000–4,000 (USD 420–560).
Wang compared the trajectory of consumer robots to DJI’s drones, which made professional aerial photography accessible to hobbyists worldwide. “I believe consumer robots will eventually reach accessible price points and enter every household. This is a market of huge potential,” he said.
KrASIA Connection features translated and adapted content that was originally published by 36Kr. This article was written by Wang Fangyu for 36Kr.