- Dreame’s early acceleration was tied to Xiaomi ecosystem timing, cordless vacuum demand and aggressive price positioning.
- The company expanded from vacuums into a broader cleaning-appliance portfolio through fast product iteration.
- Its rise shows how Chinese cleaning brands can scale quickly when financing, supply chain and category timing align.
Which company in cleaning appliances is the most closely watched right now? It must be Dreame.
Obtaining financing from Xiaomi and becoming a member of the Xiaomi ecosystem is the most critical start. It turns out that the Xiaomi ecosystem only invests in one company in each track. Before Dreame, there were already ecosystem companies such as Roborock and Roidmi. However, because the relationship between other companies and Xiaomi was decoupling, Dreame seized the opportunity to enter the Xiaomi ecosystem through Xiaomi’s ecosystem incubator.
In 2019, Dyson's cordless handheld vacuum cleaner is selling like hotcakes, and everyone knows that this is an opportunity. The price of Dyson's vacuum cleaner is close to 3,000 yuan. As long as a Dyson-priced cordless vacuum cleaner is released, it will definitely sell out with the Xiaomi brand. It is a pity that Mijia handheld vacuum cleaner was taken over at that time. The issue was that Roborock delayed the release of the product and priced it at 1399. Dreame moved a few months ahead of Roborock and directly released the product at the Dreame brand's initial price of 799. This product sold 700 million that year, which shocked the entire industry.
After starting the sales of overseas brands, most of the companies in the Xiaomi ecosystem only relied on Xiaomi's domestic channels for sales. Dreame's overseas business was in progress from the beginning, and it did better than other companies in many cases. Unlike domestic channels, Dreame's overseas channels have always been profitable, and it has laid a solid foundation for the overseas explosion of all-in-one docks.
Financing 3.6 billion. Dreame has always had capital chain problems in the previous few years, until after raising 3.6 billion, all doubts in the industry stopped. I have also asked Boss Yu before why he wanted to raise so much money. He said that he realized that there was not much money on the market at that time. If he did not take it, it would be very uncomfortable for competitors to get it. It is also with such a large amount of funds that Dreame can make huge investments in marketing and research and development.
When it reached 2 billion, it hit the ceiling of development. At this time, the popularity of Tineco hard floor washer gave everyone a clear direction. Boss Yu quickly invested in hard floor washer and invested huge funds in domestic Douyin channels for marketing. While others were still struggling with Douyin ROI When it comes to 1:3 or 1:5, Dreame sometimes invests 1:1. With huge capital investment (it is rumored that 1 billion was invested in marketing in China in one year), Dreame has reached the second place in the domestic hard floor washer industry, and even surpassed Tineco on the Douyin channel to become the industry's first.
After the release of Ecovacs' all-in-one robot vacuum dock, Dreame quickly followed up and quickly became the third largest robot vacuum in the country after Roborock and Ecovacs.
And with its robotic arm function, Dreame is ahead of its competitors in terms of product form. As the all-in-one dock robot vacuum explodes in overseas markets, Dreame's robot vacuum BU has also achieved sales of close to 6 billion, making excess profits and reaching sales of 10 billion.
Whether you like Dreame or not, this is a company that cannot be ignored.