As a vacuum cleaner giant, LEXY enjoys a stable leadership in contract making. It is a matching choice for big clients in vacuum with its stable product and design capabilities. Since it started sales in China in 2008, LEXY has been looking for breakthrough in product, trying to have a place in the high-end vacuum cleaner field.
Since the rollout of the Magic Clean series, it seems that LEXY has bet all his hopes on this series. He opened offline stores that feature the Magic Clean series, and spent big money on endorsement of celebrity Liu Tao, which did help increase the brand presence.
LEXY aims at Dyson, and Magic is priced no less than Dyson. M85 with the best configuration sells for 4499 yuan, which is basically the same with that of Dyson V10.
Is LEXY’s Magic Clean good enough?
First of all, let’s take a look at parameters of LEXY Magic Clean M85:
It is clear that Magic Clean and Dyson series are not much different in function. The vertical model has a lower center, and is of more comfortable use than the Dyson style. The salesperson also said so when I experienced offline at the store. It seems they are trained.
Some friends in technology commented that Magic Clean is good and comfortable to use. However, it sees no corresponding growth despite large investments.
Currently, merely several second-tier customers overseas choose Magic Clean, and not as the main model. Large clients such as TTI, Shark, Bissell ignore it.
Magic Clean models are sized between the putter vacuum cleaner and the vertical model. The 2-in-1 detachable function is somewhat similar to that of Ergoradipo, a hit product of Electrolux with 10 million sales.
It has no subversive modeling like Dyson handheld vacuum cleaner, which is a bit awkward. Compared with a putter vacuum cleaner, it can’t be priced higher. Compared with a vertical vacuum cleaner, its portability gets greatly improved. However, it is hard to change consumption concept.
It is perhaps destined to be a niche product and can’t make mainstream.
- European market: Horizontal vacuum cleaners are the mainstream in the European market. There is no market for vertical vacuum cleaners. In this case, no major client tends to educate the consumers at high costs. If Rowenta, Electrolux, Philips and other leaders do not make such a product, such a product is merely a niche product.
- North American market. I believe that the Magic Clean product is suitable for the North American market that has always welcomed vertical vacuum cleaners which are known for being bulky. Just like Americans like big muscle modeling cars, they also like large muscle vertical vacuum cleaner. Shark’s vertical vacuum cleaner Liftaway seized a big market share by virtue of light weight. It may be too difficult to change the consumption concept—Even Shark’s Liftaway maintains the basic shape of the vertical vacuum cleaner instead of smaller size, the North American market giants TTI, Bissell, Shark seem no interest to launch products similar to Magic Clean, so that Magic Clean may not have a large shipment in the North American market.
- Other markets. Other markets are basically dominated by horizontal vacuum cleaners, and the Magic Clean styling is too special for them.
- China. Consumers in China seldom use vacuum cleaners, and most of them know little about vacuum cleaners. LEXY spared no efforts to promote it and can finally seized a small market share in the half-empty market. however, as Dyson and other competitors go popular, Magic Clean will face fierce competition in terms of positioning and market share.
As a niche product, Magic Clean performs well in China. Yet it is a pity that even its rivals in the same city Suzhou are not going to dive into this field. LEXY will continue to be the unique one in the modeling of Magic Clean.
