本案例由郑州轻工业大学经济与管理学院讲师、硕士生导师李莉，浙江大学传媒与国际文化学院博士研究生徐靓颀，江南大学商学院教授浦徐进（通讯作者），科沃斯机器人股份有限公司教育事业部总经理赵亮共同撰写，作者拥有著作权中的署名权、修改权、改编权。

摘要：产品是企业的根本，创新是产品的灵魂。科沃斯——一家深耕清洁电器领域，通过持续产品创新在扫地机器人和洗地机细分市场，长期处于龙头地位的企业。历经三十余年的发展，科沃斯成功完成从外贸到实体，从OEM到自创品牌“科沃斯”，从“泰怡凯”到“添可”的品牌升级三次转型，缔造了清洁机器人领域扫地机器人赛道和洗地机赛道的双奇迹。面对智能家居的浪潮，科沃斯如何从单点智能实现“物联网+家居场景”的转变，是企业下一步发展面临的重要问题。本案例描述科沃斯三次转型发展过程中的产品创新战略、产品创新模式、产品创新管理和产品创新逻辑的转变。通过本案例的教学，可以让学生理解企业实施产品创新战略的类型和动因，领会ODM和OBM模式下的产品创新模式，运用集成产品开发（IPD）的理念与框架实施产品创新管理，掌握产品创新主导逻辑的类型与实施策略。

关键词：产品创新；创新领先战略；主导逻辑；IPD；新产品开发

ECOVACS: The Path of Product Innovation from "Cleaning Tool" to "Home Companion"

Abstract: Product is the foundation of the enterprise, and innovation is the soul of the product. ECOVACS is an enterprise deeply engaged in the field of cleaning appliances, and has long been in the leading position in the market segment of sweeping robots and floor-cleaning machine through continuous product innovation. After more than 30 years of development, ECOVACS has successfully completed three transformations from foreign trade to entity, from OEM to self-created brand ECOVACS, from TEK to TINECO brand, and created a double miracle in the field of cleaning robot and floor-cleaning machine. In the face of the wave of smart home, how to realize the transformation of "Internet of Things + home scene" from single point intelligence is an important issue for the next development of ECOVACS. This case describes the transformation of product innovation strategy, product innovation mode, product innovation management and product innovation logic in the process of three transformation and development of ECOVACS. Through the teaching of this case, students can understand the types and motivations of product innovation strategy implemented by enterprises, the product innovation mode under ODM and OBM modes. In addition, students can learn to implement product innovation management using integrated Product Development (IPD) concepts and frameworks. They also can master the types and implementation strategies of the dominant logic of product innovation.

Keywords: Product innovation; Innovation leading strategy; Dominant logic; New product development