UBTech’s consumer shift comes as it faces financial strain. The company lost over 1.1 billion yuan ($153 million) last year. Its stock has fallen 45% over the past 12 months in Hong Kong.

Still, Tam welcomes the pressure. “White-hot competition creates a lot of pressure on a single company, but for the whole industry, it helps preserve good companies and eliminate bad ones,” he told Bloomberg.

As humanoid robots inch closer to everyday life, UBTech’s shift to the home market marks a high-stakes bet.