Exact figures for outlets, factories and showrooms vary among JOMOO’s regional websites and appear to reflect different reporting dates or definitions. For example, one current JOMOO regional site lists 120+ countries, 10,000+ high-end showrooms, 300,000+ points of sale, 16 R&D centres and 15 smart factories.3

1990–1999: Foundation

JOMOO traces its origin to 1990, when it began as a small operation with reportedly 20,000 yuan (about US$2,770 at the time) and two employees. The company initially focused on plumbing and bathroom-related hardware before expanding into more sophisticated sanitary products.4

Key milestones highlighted by JOMOO include:

• 1990 — JOMOO established.
• 1991 — Developed a shower-spray dust-removal system for mining applications.
• 1993 — Introduced what JOMOO describes as China’s first ceramic-cartridge faucet.
• 1999 — Introduced sensor-operated faucets, marking an early move towards automated water-control technology.5

The company’s Chinese name, 九牧 (Jiǔmù), carries an intentionally aspirational meaning. JOMOO’s Chinese corporate materials explain that “九” represents the highest single-digit number and “牧” evokes broad territory, together conveying ambitions for leadership and excellence.6

Expansion in the 2000s

During the 2000s, JOMOO expanded from individual plumbing products towards a complete bathroom-solutions business.

The company entered Vietnam in 2005, expanded its sanitary-ceramics business and entered the UAE in 2006, subsequently developing a broader range of kitchen and bathroom products.7

By 2008, JOMOO states it had introduced a comprehensive bathroom product line, moving towards the concept of providing an integrated bathroom rather than selling individual faucets or fixtures.8

This period established the business model that JOMOO continues to use today:

manufacturing + technology + design + retail + installation/service

Rather than competing solely as a plumbing-hardware manufacturer, JOMOO increasingly presented itself as a whole-bathroom brand.

Smart-bathroom transformation

A significant turning point occurred around 2010, when JOMOO launched its first smart toilet. The company also expanded into kitchen cabinets and wardrobes during this period.9

This helped establish a strategic direction that would eventually become central to the brand: combining traditional sanitary ware with electronics, sensors, automation, water management and connected-home technology.

Today, JOMOO describes itself as a global leader in digital bathroom solutions, rather than simply a traditional sanitary-ware manufacturer.10

Its current product portfolio includes four broad technology and product categories:

1. Smart toilets
2. Ceramics
3. Faucets and other fittings
4. Shower systems

Internationalisation

JOMOO began international expansion relatively early, but its global strategy accelerated during the 2010s.

In 2016, the company expanded into markets including Malaysia, Qatar and Uganda. In 2017, it launched what it describes as a global smart-home strategy and established a European Operations Centre.11

JOMOO’s international presence subsequently expanded across Southeast Asia, the Middle East, Africa, Europe, Russia and North America. The company states its products are now available in more than 120 countries and regions.12

In the United States, JOMOO launched its official online store in November 2024, representing another step in its direct international retail strategy.

JOMOO’s product range extends considerably beyond standard bathroom fixtures.

Smart toilets

Smart toilets are one of JOMOO’s most important product categories. Depending on the model and market, JOMOO smart toilets may incorporate technologies such as:

• Automated flushing
• Bidet and wash functions
• Heated seats
• Warm-air drying
• Sensor operation
• Deodorisation
• Water-temperature control
• Seat-temperature control
• Automatic lid functions
• Hygiene-oriented features

The company has progressively positioned smart toilets as a central component of the modern bathroom rather than simply a premium toilet category.

Conventional toilets and sanitary ceramics

JOMOO also manufactures conventional sanitary ceramics, including toilets, washbasins, sinks, bathroom ceramics, bathtubs and related products.

Faucets

Faucets have historically been one of JOMOO’s core businesses. The company has developed both conventional and sensor-based faucets, reflecting its long-standing focus on water-control technology.13

Shower systems

JOMOO sells complete shower solutions, including showerheads, hand showers, shower systems and associated controls.

Bathroom furniture

The company has also expanded into bathroom cabinets, mirrors, storage and integrated bathroom furniture.

Kitchen and home solutions

JOMOO’s business has expanded beyond the bathroom into kitchen and broader home products. Its strategy is therefore closer to integrated kitchen-and-bathroom living solutions than that of a narrowly defined plumbing company.

Technology is one of the central pillars of JOMOO’s brand identity.

JOMOO describes itself as an enterprise integrating R&D, manufacturing, branding, marketing and customer service.14

Its technological focus includes:

• Intelligent water control
• Sensor technology
• Smart toilets
• Water-saving systems
• Ceramic manufacturing
• Automated manufacturing
• Digital bathroom technology
• Human-centred product design
• Sustainable materials and processes

The company currently promotes a global network of 16 R&D centres and 15 smart factories on its international websites.15

JOMOO also emphasises design as an important part of its competitive strategy, positioning its products between industrial technology and interior design rather than treating sanitary ware purely as functional construction equipment.

JOMOO’s modern brand identity is strongly associated with minimalist, contemporary and technology-oriented design.

The company describes its design philosophy as combining comfort, convenience and health with a user-centred approach.16

This reflects a broader transformation in the bathroom industry, where the bathroom is increasingly treated as a personal wellness and living space rather than merely a utility room. Consequently, JOMOO attempts to combine the progression from bathroom fixture to appliance, smart-home device and lifestyle product. This is particularly visible in its smart-toilet and smart-shower products.

JOMOO’s Chinese brand positioning has historically centred on the idea of “making smart technology understand life better”. Its international communications emphasise smart living, user experience and sustainable innovation.17

JOMOO’s international materials describe its mission as contributing to progress in the human living environment, and its sustainability vision includes achieving carbon neutrality before 2058.

The brand therefore seeks to associate itself with several key concepts:

• Smart living
• Health
• Water conservation
• Sustainability
• Comfort
• Design
• Technology
• Chinese innovation
• International quality

JOMOO is vertically integrated to a significant degree, with its business covering research, product development, manufacturing, distribution and after-sales service.

Its Chinese corporate website describes JOMOO as a comprehensive kitchen-and-bathroom manufacturer integrating R&D, production, sales and service, and identifies multiple production bases and factories in China.18

This manufacturing capability is strategically important because bathroom products require tight integration between ceramics, plumbing, metal components, electronics, software and control systems, and industrial design. Smart toilets in particular are closer to household appliances than traditional toilets, requiring electronics and thermal and water-control engineering in addition to conventional sanitary-ware manufacturing.

JOMOO has developed a substantial international distribution network.

Current JOMOO materials cite:

• 120+ countries
• 10,000+ high-end showrooms
• 300,000+ points of sale
• 16 global R&D centres
• 15 smart factories
• 350–380+ global design awards, depending on the regional JOMOO source and reporting period19

The company also states that it has 20,000+ employees and a large Chinese distribution network. Its 2024 U.S. announcement stated that JOMOO had approximately 5,000 distributors and nearly 4,000 shops and showrooms in China, whilst serving more than 120 countries and regions internationally.20

As these numbers are company-reported and different regional websites provide somewhat different figures, they should be understood as JOMOO’s published corporate figures rather than independently audited global statistics.

JOMOO operates within a broader group structure and has developed a multi-brand strategy.

One example is XIAOMU, introduced in 2019 and positioned towards younger and upscale consumers, particularly in smart-shower products. JOMOO’s international materials describe XIAOMU as part of its broader multi-brand strategy.21

JOMOO has also pursued an international strategy involving established design and luxury brands. Its 2024 U.S. announcement specifically mentioned acquisitions involving Poggenpohl and THG Paris, extending the group’s interests beyond mainstream sanitary ware into premium kitchen and bathroom design.22

This gives the broader JOMOO group access to several different market segments, ranging from mass and premium bathrooms to smart bathrooms, luxury kitchen and bath, and international design.

JOMOO is best understood as a Chinese premium-to-upper-mainstream bathroom and smart-home brand with an increasingly global positioning.

It occupies a distinct position in the international market. On one side, it competes with traditional bathroom manufacturers such as major European and Japanese brands. On the other, it competes with technology-oriented smart-home companies in categories such as smart toilets, automated bathroom fixtures and connected appliances.

Its competitive proposition can therefore be summarised as Chinese manufacturing scale combined with bathroom specialisation, smart technology, contemporary design and increasingly global distribution.

Comparison with traditional bathroom brands

The distinction between JOMOO and traditional manufacturers is significant. Whilst a traditional sanitary-ware company might primarily sell toilets, sinks, faucets and showers, JOMOO increasingly attempts to sell smart toilets, intelligent showers, digital controls, bathroom furniture, complete bathroom environments and service.

JOMOO’s long-term strategy is not simply to sell bathroom hardware, but to make the bathroom itself an intelligent living environment. This explains why the company repeatedly describes itself as a “smart bathroom” or “digital bathroom” company rather than simply a sanitary-ware manufacturer.23

24

JOMOO’s identity can be summarised through five major pillars:

Chinese origin

JOMOO is fundamentally a Chinese brand, founded in Fujian in 1990 and built through China’s manufacturing and construction market.

Smart bathroom

The company has deliberately moved beyond traditional sanitary ware towards smart toilets, sensors, automation and digital bathroom technology.

Design

Contemporary product design has become increasingly important to JOMOO’s international positioning, allowing the brand to compete not only on functionality but also on aesthetics.

Sustainability

Water efficiency and environmentally conscious manufacturing are recurring themes in JOMOO’s corporate messaging.25

Globalisation

JOMOO is attempting to transform its image from a Chinese domestic bathroom manufacturer into a globally recognised smart-bathroom brand.

From a business perspective, JOMOO represents a broader trend in Chinese consumer and manufacturing brands moving from OEM and manufacturing strength towards proprietary technology, design and international branding.

Its evolution can be described as follows:

• 1990s: Traditional plumbing and bathroom hardware
• 2000s: Complete sanitary-ware manufacturer
• 2010s: Smart toilets and integrated kitchen and bathroom solutions
• 2020s: Digital bathroom, smart-home technology and international expansion
• Long-term ambition: Global smart-living and intelligent bathroom ecosystem

JOMOO (九牧) is a Chinese bathroom and smart-home brand founded in 1990 in Fujian. Originally a manufacturer of plumbing and sanitary hardware, it expanded into faucets, ceramics, shower systems, bathroom furniture and eventually smart toilets and digital bathroom technology. The company now describes itself as an international leader in digital bathroom solutions, with products distributed in more than 120 countries and regions. Its strategy combines China’s manufacturing capabilities with R&D, smart-home technology, contemporary design, sustainability and international retail. Through JOMOO and related brands such as XIAOMU, as well as its broader group’s involvement with premium international brands, the company seeks to evolve from a Chinese sanitary-ware manufacturer into a global smart-bathroom and intelligent-living brand.26

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