DREAME NEXT


Jeremy Xiao, Product Manager for Robotic Vacuum Cleaners at Dreame Technology, presented the company’s industry-leading world-first technologies


is now pursuing opportunities


across multiple categories while simultaneously expanding its presence in markets around the world.


Building a global business While DREAME NEXT showcased the breadth of Dreame’s product portfolio, it also highlighted the company’s growing international ambitions. Speaking exclusively to ERT’s


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Dreame Ecceluxe Master Fully Automatic Espresso Machine FCM60 Coffee remains one of the most important daily rituals for consumers around the world, but producing café-quality beverages at home can often be expensive, complicated and time-consuming. Mr Chen said Dreame’s latest coffee machine has been designed to bridge that gap. “We wanted to make that experience more accessible,” he said. “Our coffee system is designed to bridge the gap between simplicity and quality. “It delivers café-level results while keeping the


process easy and approachable. “With intelligent controls and optimised brewing, you can enjoy great coffee without complexity.” Together, the three launches highlighted a common philosophy running throughout Dreame’s small kitchen appliance strategy. Rather than developing technology for


technology’s sake, the company is focusing on practical applications that reduce effort, eliminate uncertainty and improve convenience. “We are not just building appliances,” Mr Chen said. “We are creating a kitchen experience that works for you – one that reduces effort, removes uncertainty and makes everyday life a little more enjoyable. “This is what the future of small kitchen appliances looks like.”


While the small kitchen appliance launches demonstrated how Dreame is expanding its product portfolio, they also reflected a much bigger story unfolding behind the scenes. Throughout DREAME NEXT, executives


repeatedly returned to a common theme: growth. The company that first established its reputation through robotic vacuum cleaners


Simon King, Shu Yang, Go-To-Market, North America at Dreame Technology, explained how the company has approached expansion in the US and why local market knowledge remains critical to success. Dreame established its European operations


before entering the US market in the third quarter of 2023. “We are a Chinese brand involved in


international markets, so in the US we started with Amazon on the direct-to-consumer side first,” Mr Yang said. As brand awareness grew, the company expanded into physical retail, initially partnering with Target before securing listings with major chains including Best Buy, Costco and Walmart. “After a while, we needed the brand


awareness and a local presence, which is when we started trading with offline channels,” Mr Yang said. “At the same time, we grew our independent


retail base in the different regions.” According to Mr Yang, product


innovation


remains the foundation of the company’s growth strategy.


Robotic vacuum cleaners continue to be


Dreame’s strongest category, but the company has expanded into wet-and-dry floorcare, personal care and air treatment, while adapting ranges to suit local market requirements. “At the same time, we respect that each market has its own needs,” Mr Yang said. “We want to talk to the people who know the


market – retailers and distributors. We will look at what kind of products and price points we bring to market, which will ensure a successful start.” That approach has helped support the company’s move into air purification, which is emerging as a significant growth category in North America.


Dreame Technology’s Shu Yang, Go-To-Market, North America


“If you don’t start well, it will be really hard to get back,” Mr Yang said. “We do a lot of pre-work; we select the


product, ensure the quality, and customisation for our local customers, too.” The US remains one of the world’s most competitive consumer markets and Mr Yang described it as the toughest market he has worked in.


“I think that’s also why we started with the US a little bit later than Europe, because in Europe we have strong channel relationships with retailers and distributors, and we started really fast there,” Mr Yang said. The DREAME NEXT event itself formed part of the company’s wider brand-building strategy. “DREAME NEXT was a really good place to show to the world what we are doing,” Mr Yang said. “Customers came here and saw the advanced technology we have.” Looking ahead, Dreame’s ambitions extend beyond traditional home appliances. Mr Yang believes future opportunities will come


from creating a connected ecosystem linking homes, vehicles and personal devices through artificial intelligence and smart technology. “Our smartphones will connect to your office,


home and car together to make the ecosystem organised and easier to use,” Mr Yang said. That vision is also reflected in the company’s investment in flagship retail stores and high- profile marketing campaigns, including Super Bowl advertising in the US. “We will focus on building brand awareness and raising the quality of our brand,” Mr Yang said. “We will make our customers feel like it’s a


premium brand that can give them premium experiences.”


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