The Surge of Humanoid Robot Rentals in China Following the Spring Festival Gala
China has seen a remarkable rise in robot rentals, especially following their performance in the Spring Festival Gala. Unitree Robotics, a leader in the field, has capitalized on this trend by offering rental models, with substantial demand generated post-Gala. While the robots draw significant attention and are utilized for marketing, their functionality remains somewhat limited according to industry professionals.
In recent weeks, humanoid robots have gained immense popularity as a rental option in China, following their appearance in a dance performed during the Spring Festival Gala, directed by Zhang Yimou and viewed by millions. Many of these robots, particularly the Unitree G1 models, are available for rent on platforms like Xianyu, owned by Alibaba. Clients can incur costs ranging from several hundred to tens of thousands of yuan for renting these robots for various promotional events.
Unitree Robotics, recognized among China’s prominent startups, introduced the G1 model last May, with consumer sales commencing in mid-February at prices starting from 99,000 yuan (approximately $13,700). The more sophisticated H1 model showcased during the Gala is priced at 650,000 yuan. Unitree has strategically promoted its products at prestigious events, including the 2022 Beijing Winter Olympics and the Super Bowl.
The Spring Festival Gala, aired on January 28, marked a pivotal moment in the marketing of these robots. The Gala garnered around 2.8 billion views and featured a segment highlighting Unitree H1 robots dancing alongside human performers, which ignited demand among merchants looking to capitalize on this newfound trend. Zhao Binran, CEO of Shanghai Bailun Culture Media Co., Ltd., noted a substantial increase in rental inquiries following the Gala, resulting in his company struggling to meet the heightened demand.
Zhao reported that prior to the Gala, his company received one or two inquiries about robot rentals daily; now it is 10 to 20, with an improved conversion rate. With rental prices set at approximately 10,000 yuan per day, Zhao highlighted that event planning and exhibition guidance constitute about half of their orders, followed by advertising shoots and corporate events.
The robotics sector is thriving in China, with a significant proportion of publicly traded companies engaged in robot production and development, as indicated by Morgan Stanley. Policymakers foresee a promising market for robotics in various sectors, from advanced manufacturing to elder care. Another notable startup, Deep Robotics, is focusing on industrial robot applications. However, Zhao emphasized that despite technological advancements, robots like the G1 mostly serve as “marketing symbols.”
The recent fascination with robot rentals in China has surged, particularly following their showcase during the Spring Festival Gala. With companies like Unitree Robotics leading the way, the demand for such technology is increasing, reflecting broader trends in the robotics market. Yet, as noted by industry experts, these robots predominantly function as promotional tools rather than fully autonomous devices.
Original Source: www.sixthtone.com
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