Challenges and Response Strategies for Startups After Tech Giants Enter the Humanoid Robot Field

Based on the latest industry trends and market research, I will conduct an in-depth analysis of the challenges and response strategies for startups after tech giants enter the humanoid robot field.

According to the latest data from the National Development and Reform Commission in November 2025, more than 150 Chinese enterprises have entered the humanoid robot field [1]. The layout of tech giants presents the following characteristics:

:

• Adopts solid-state battery technology and is believed to possibly achieve mass production earlier than Tesla Optimus [2]
• Displayed the detailed internal structure and technical configuration of Iron in November 2025 [3]
• Equipped with a highly integrated AI chip and self-developed sensor system

:

• Displayed multiple humanoid robots with different designs, covering various sizes and functional positions [4]
• Leveraged its deep accumulation in AI chips, operating systems, and cloud computing
• Emphasized the “platformization” strategy to build a robot industry ecosystem

Current major humanoid robot startups include:

Company	Features	Latest Progress
Unitree Robotics	Leader in quadrupedal and bipedal robots with excellent price-performance ratio	Rapid iteration and rich product line [5]
UBTech	Focuses on both industrial and consumer robots	Walker S2 achieved autonomous battery switching [6]
AGIBOT	Specializes in embodied intelligence	Announced the 5000th mass-produced humanoid robot rolled off the production line [7]
Galbot	Outstanding multi-task generalization ability	Completed $300 million financing with a valuation of $3 billion [8]

Tech giants have significant competitive advantages over startups:

• Financial Strength
  : Xpeng, Huawei, etc., can mobilize tens of billions of R&D funds
• Talent Reserve
  : Giants can attract top AI and robot field talents
• Supply Chain Integration
  : Rely on existing automotive or electronic industry chain advantages
• Brand Effect
  : Consumers and B-end customers trust mature brands more

According to industry analysis, the government has warned that the humanoid robot field may form a “bubble”, and many enterprises may be eliminated due to price wars [1]. Tech giants may squeeze the survival space of startups through the following ways:

• Low-price strategy to seize market share
• Platformization strategy to lock in ecological niches
• Vertical integration to control core technologies and supply chains

Current humanoid robots tend to be homogeneous in basic technical routes, including:

• Bipedal walking algorithm
• Arm grasping and operation ability
• Visual perception and navigation system

This makes it difficult for startups to establish obvious technical moats.

Startups should avoid direct competition with tech giants in the general market and instead deeply cultivate specific application scenarios:

:

• Industrial Specific Scenarios
  : High-risk environments such as substation inspection, chemical park operations [9]
• Service Industry Segments
  : Elderly care, children’s education, specific medical rehabilitation
• Special Operations
  : Fire rescue, underwater operations, space exploration

:

Technical Field	Breakthrough Point	Value Proposition
Embodied Intelligence Large Model	Multi-task generalization, cross-scenario adaptation	Reduce dependence on specific programming [8]
Dexterous Hand Technology	Fine operation, tactile feedback	Competent for complex hand tasks
Energy System	Solid-state battery, ultra-long endurance	Solve the endurance pain point
Human-Computer Interaction	Natural language, emotional computing	Improve user experience

:

• Robot rental instead of sales
• Billing by usage time or task
• Reduce initial investment threshold for customers

:

• Become a “specialized and sophisticated” supplier in the giant’s ecosystem
• Provide core components or algorithm modules
• Obtain stable income through technology licensing

According to industry forecasts, 2025 is a key year for the commercialization of humanoid robots [6]. Startups should:

• Rapid Verification
  : Achieve large-scale application in limited scenarios
• Data Accumulation
  : Collect scenario data through actual deployment to optimize products
• Cost Control
  : Continuously reduce manufacturing costs while ensuring performance

:

• Introduce strategic investors (industrial capital, government guidance funds)
• Maintain technical leadership and avoid excessive equity dilution
• Establish deep cooperation with research institutes

As a representative of Chinese local startups, Unitree Robotics’ development experience is worth learning:

• Technical Focus
  : Focus on high-performance motors and motion control algorithms
• Price Advantage
  : Reduce product prices to less than half of giants through vertical integration [5]
• Rapid Iteration
  : Maintain a product update cycle of 6-9 months
• Global Vision
  : Explore both domestic and international markets to分散风险

Galbot established competitive advantages through the following ways:

• Received support from industrial capital such as CATL (Contemporary Amperex Technology Co., Limited) [10]
• Focused on mobile operation and multi-task generalization ability
• Launched “Galbot Store” to explore new commercial models

1. Technical Route Risk
   : AI large model iteration may subvert existing technical routes
2. Capital Chain Risk
   : Financing difficulty increases during industry reshuffle
3. Policy Risk
   : Strict government regulation may affect market expectations
4. Talent Loss
   : High salaries from giants may lead to unstable core teams

For humanoid robot startups, it is recommended to adopt the “3+1” strategic framework:

• 3 Core Capabilities
  : Extreme cost-effectiveness, scenario deep cultivation, rapid iteration
• 1 Bottom Line
  : Maintain technical independence and core team stability

In the current competitive pattern, startups need to clearly recognize that the entry of tech giants is both a threat and an opportunity. The key lies in finding their own positioning and establishing irreplaceable advantages in specific fields, rather than pursuing comprehensive competition. As industry experts said, new entrants should “design robots for specific markets” instead of simply imitating existing products [11].

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[1] CleanTechnica - “Humanoid Robots Labeled Next Big Bubble For Chinese Companies” (https://cleantechnica.com/2025/11/28/humanoid-robots-labeled-next-big-bubble-for-chinese-companies/)

[2] Notebookcheck - “CATL beats Tesla to humanoid robots matching skilled worker performance” (https://www.notebookcheck.net/CATL-beats-Tesla-to-humanoid-robots-matching-skilled-worker-performance-in-mass-EV-battery-production.1188790.0.html)

[3] CNET - “Hidden Details in Unitree’s Latest WILD Humanoid Robot Demos” (https://www.cnet.com/videos/hidden-details-in-unitrees-latest-wild-humanoid-robot-demos/)

[4] Huawei Embodied Intelligence Layout Related Reports

[5] Robotics & Automation News - “Top robotics and automation companies ranked by financial performance in 2025” (https://roboticsandautomationnews.com/2025/12/02/top-robotics-and-automation-companies-ranked-by-financial-performance-in-2025/97233/)

[6] Precedence Research - “Humanoid Robots in Construction Market Size, Report by 2035” (https://www.precedenceresearch.com/humanoid-robots-in-construction-market)

[7] The Manila Times - “AGIBOT Announces the Rollout of Its 5,000th Mass-Produced Humanoid Robot” (https://www.manilatimes.net/2025/12/08/tmt-newswire/pr-newswire/agibot-announces-the-rollout-of-its-5000th-mass-produced-humanoid-robot/2238712)

[8] Robotics & Automation News - “Humanoid robot maker Galbot raises $300 million and reaches $3 billion valuation” (https://roboticsandautomationnews.com/2025/12/20/humanoid-robot-maker-galbot-raises-300-million-and-reaches-3-billion-valuation/97783/)

[9] The Robot Report - “Top 10 robotics developments of November 2025” (https://www.therobotreport.com/top-10-robotics-developments-november-2025/)

[10] The Robot Report - “Galbot brings in $300M to scale mobile manipulator deployments” (https://www.therobotreport.com/galbot-brings-in-300m-to-scale-mobile-manipulator-deployments/)

[11] MedTech Dive - “Building a better robot: How Virtual Incision plans to challenge Intuitive” (https://www.medtechdive.com/news/Virtual-Incision-profile-MIRA-robot-challenge-Intuitive/806505/)