Launching Campaigns during the Super Bowl, Dreame's North American Revenue Soars by 189%: Winning the Global High-End Market Battle

At the beginning of 2026, on the North American continent across the Pacific Ocean, the annual football championship, the "Super Bowl", is about to kick off.

On February 8th, Eastern Time, NBC (National Broadcasting Company) will exclusively broadcast this top - tier annual sports event in North America. Dreame Technology has strategically placed an advertisement in the prime - time slot of NBC's exclusive broadcast.

The timing of this move is quite thought - provoking. A month ago, Dreame won the top innovation award at the CES (Consumer Electronics Show) in Las Vegas, USA, and for the first time showcased its concept car, Nebula NEXT 01 Concept. Immediately afterwards, Dreame announced that it would participate in the Chinese Spring Festival Gala as a "strategic partner for the intelligent technology ecosystem".

At this moment, it is once again in the spotlight of the North American mainstream business community.

From the CES technology showcase, to the high - profile "Super Bowl", and then to the national stage of the Chinese Spring Festival Gala, Dreame has completed a high - density "triple jump" for its brand in just two months. This is not just an expensive advertising campaign. It is also an answer sheet of "brand high - end positioning" submitted to the global market by a company that has maintained a compound annual growth rate of 100% for six consecutive years. It tells the world that Dreame not only has the ability to manufacture products but also has the strength to win its own global medal on the world's most eye - catching stage.

From the "Champion's Night" where every second counts, see Dreame's global chess game

The "Super Bowl" on February 8th goes beyond the scope of sports competition.

According to the joint survey data released by the NFL (National Football League) and Nielsen, in the past 13 years, the average number of viewers per game of the "Super Bowl" has been consistently over 100 million. Taking 2022 as an example, its "total reach" was as high as 208 million, covering almost two - thirds of the total population of the United States.

Every second here is precious. For a long time, the prime - time slots here have been the exclusive territory of multinational giants such as Apple and Nike. For many brands, this used to be an insurmountable "stratosphere".

Dreame Technology's decision to participate in the Super Bowl in 2026 has a very clear strategic intention: to break through the circles.

In the past, smart hardware with a Chinese background was often labeled as "geek toys" or "high - cost - performance alternatives". They were active in technology forums and Amazon search results but had difficulty entering the living rooms of mainstream American families. By leveraging the "Super Bowl" this time, Dreame aims to directly penetrate its brand influence to over 100 million core North American families and a broader global user base.

This is a kind of "baptism" of identity. In the North American business context, daring to appear in the "Super Bowl" is in itself an endorsement of strength. It sends a signal to consumers that this is a global high - end brand with strong financial resources, a long - term vision, and has been accepted by the mainstream society.

Since its establishment, Dreame has embarked on its global journey. As of now, Dreame's products cover more than 120 countries and regions around the world, serving over 42 million families. More importantly, the company's revenue has maintained a compound annual growth rate of 100% for six consecutive years.

Dreame's "high - profile and aggressive" strategic determination has been verified by the market in Europe and Southeast Asia, forming a strong pattern of "leading in multiple categories".

The latest data shows that in Dreame's total revenue, the proportion of international market revenue is close to 80%, and it has taken the top spot in several key markets.

In the European market, Dreame ranks first in the market share of floor - cleaning robots in Germany and Italy. This means that on the European continent, which is picky about mechanical craftsmanship, Dreame Technology has become the top - choice for high - end products.

In Southeast Asia, Dreame also demonstrates the competitiveness of its products. In Singapore, its floor - cleaning robot has the highest market share. In Thailand and Malaysia, its floor scrubbers also rank first in market share.

In addition, behind its ability to handle top - tier traffic is a well - woven global sales network carefully constructed by Dreame.

Offline, Dreame has established a vast network of over 6,500 physical stores around the world. From MediaMarkt and Boulanger, the largest electronics retailers in Europe, to Best Buy and Walmart, the giants of North American home appliance retail, Dreame's products have successfully penetrated into core channels and firmly occupied the prime shelves of global retailers.

Online, Dreame has not only consolidated its positions on mainstream e - commerce platforms such as Amazon, Shopee, and Lazada but also built up the private - domain ability to directly reach global users through the development of its own official independent websites. This three - dimensional channel layout of "dual - wheel drive online and offline" not only breaks the dependence on a single platform but also provides a solid foundation for its global growth.

Based on the mature high - end experience accumulated in Europe and Southeast Asia, Dreame is full of confidence when entering the North American market.

Deeply cultivating the North American market, using "technology premium" to combat involution

Dreame's mature global operation ability has led to its explosive growth in 2025. Data shows that in 2025, Dreame's total revenue in North America across all categories increased by 189% compared to 2024.

Specifically, Dreame's revenue from floor - cleaning robots in North America increased by 150% year - on - year, and its market share in the United States reached 10%. The revenue from floor scrubbers in North America increased by 235% year - on - year, and its market share in the United States reached 20%. The revenue from personal care products in North America increased by as much as 1446.15% year - on - year.

At the same time, new product categories such as pool robots, household appliances, and air purifiers have also broken through in the North American market.

Dreame has become a high - end technology enterprise with the ability to operate in multiple product categories.

In terms of channels, Dreame has entered the mainstream physical retail channels in North America online. Although expanding offline channels in North America is not easy and greatly tests a company's local operation ability, the data provided by Dreame shows that in the fourth quarter of 2025, the proportion of offline channel sales in North America exceeded 20%. This means that for every five machines sold, one is from an offline physical store.

In addition, after the opening of Dreame's first offline store in the United States in October 2024, in 2025, Dreame successively opened several new flagship stores and expanded its territory to Silicon Valley, the global technology hub. Opening stores near the "doorsteps" of technology giants such as Apple and Google allows geeks and engineers to experience the products firsthand, which is also an ultimate manifestation of technological confidence.

This action of daring to open physical stores in the most expensive core areas also reflects Dreame's strategic ambition in the North American market: to avoid the "involution" in the low - end red ocean and seek the feasibility of "high - end positioning + technology premium".

In the North American market, selling a floor - cleaning robot for $200 and selling it for $1000 are two completely different businesses. The former is about manufacturing going global, while the latter is about brand going global. Dreame's L10s Ultra, which is priced at about $1000 in North America, has become a best - selling product, verifying Dreame's dual strength in high - end brand positioning and technology premium.

In fact, high - end positioning is not just about shouting slogans but should be based on an in - depth understanding of local needs. Dreame adheres to a localization strategy of "one market, one solution", that is, formulating product plans according to regional characteristics, which lays the foundation for market success.

Taking North America as an example, different from Chinese families that generally have tile or wooden floors, American families generally have large - area shaggy carpets. Therefore, Dreame's R & D team developed a "mop detachable" function. When the robot detects a carpet, it will automatically return to the base station to remove the dirty mop and then cleanly climb onto the carpet for vacuuming.

This practical product concept of "meeting needs rather than creating needs", combined with a high - speed digital motor exceeding 200,000 revolutions per minute and intelligent algorithms, has won Dreame a good reputation in the highly competitive American market.

Although the growth is rapid, the ceiling has not been reached yet. Data shows that as the world's largest consumer country of vacuum cleaners, the penetration rate of floor - cleaning robots in the United States is only 15% (10% in Japan). The industry estimates that the long - term potential penetration rate in the United States can reach 70%.

This means that for Dreame, which has established a foothold in the high - end market, there is still a huge blue ocean ahead. And the advertising placement during the "Champion's Night" is expected to be the fuse to detonate this blue ocean.

The debut of the car in the "Starry Sky Project", Dreame perfects the full - scenario smart technology ecosystem

If smart home appliances are Dreame's "cash cow", then the automotive business that has frequently appeared during the CES and the "Super Bowl" is Dreame's further improvement of its full - scenario smart technology ecosystem.

In January this year, the "Starry Sky Project" within the Dreame ecosystem and its first concept car, Nebula Next 01 Concept, stole the show at the CES. Although the Starry Sky Project is an independently operated entity, it shares the same innovative gene with Dreame Technology - the ultimate control of motors, algorithms, and fluid mechanics.

In today's era of severe homogenization of smart cars, the Starry Sky Project has chosen a very difficult "hard - technology" route: to reconstruct the chassis.

36Kr has learned that the Starry Sky Project has successively released three core technologies: EMAD electromagnetic fully active suspension, CIC 14 - degree - of - freedom nonlinear control architecture, and EMB intelligent braking system. This is not a simple stacking of configurations but a system - level chassis upgrade.

Specifically, taking the evolution of the suspension as an example, the essence of a traditional suspension is "the car absorbs whatever the road gives". However, the EMAD electromagnetic fully active suspension integrates "perception, decision - making, and execution" with a micron - level motion control algorithm. It can independently control the four wheels at the micron level, increasing the response speed by 10 times and reducing energy consumption by over 50%. This means that the vehicle body no longer passively filters vibrations but actively reconstructs the vehicle's posture in real - time.

The real qualitative change occurs in the CIC 14 - degree - of - freedom nonlinear control architecture. It integrates the chassis, power, and intelligent driving into the same control system. This has brought a 25% improvement in cornering stability and a 30% improvement in grip on slippery roads, and the control signals achieve a full - domain synchronous response in 1 millisecond.

In the official video released at the CES, the prototype car equipped with the "Starry Sky Sky - Patrol Intelligent Chassis" easily performed high - difficulty maneuvers such as parallel parking, crab - walking mode, and turning around in place in the test field. These functions have extremely high practical value for crowded urban travel scenarios.

The design language of the Nebula Next 01 Concept also interprets the ambition of "born global".

The design inspiration for this coupe comes from natural hurricanes and supersonic fighter jets. The waistline running through the body mimics the trajectory of lightning cutting through the sky, and the wide - body curved surface reflects the tension of a hurricane. In terms of details, the wrapped shape of the cockpit, the folding angle of the tail wing, and the cross - section of the air intake all replicate the aerodynamic logic of a fighter jet, aiming to create a sense of "flying close to the ground".

This radical, avant - garde, and highly recognizable visual language implies that the Starry Sky Project offers not just a car but a mobile technology totem, announcing Dreame's ecosystem's "technology premium" ability in the transportation field.

A perfect ecological layout is the strength support for Dreame's brand to deeply cultivate the global market. So far, Dreame Technology has built a multi - category matrix covering high - end smart cars, smart home appliances, and outdoor smart devices, forming a full - scenario closed - loop that connects "people, cars, and homes".

This is not a simple stacking of product categories. Its essence is to use the homology of underlying technologies to provide global users with a more seamless experience and more interconnected data, fundamentally upgrading the new paradigm of global users' smart life.

Looking back at Dreame Technology's rise in the global market, its core driving force comes from the coordinated operation of five engines: the ultimate pursuit of core technologies, an innovation system that adheres to positive R & D, the integration ability of a world - class supply chain, a global channel network like capillaries, and the ability to build a high - profile brand.

This "triple jump" at the beginning of 2026 is a metaphor.

It symbolizes that a new generation of technology enterprises has passed the "OEM era" of exporting cheap labor and the "Great Voyage 1.0 era" of exporting high - cost - performance products, and has officially entered the "New Voyage Era" of exporting high - end technology standards, global brand values, and full - scenario lifestyles.

When the "Super Bowl" blockbuster that will be globally premiered on February 8th is transmitted from NBC's signal tower to hundreds of millions of TV screens, the world will see not just a floor - cleaning robot or a concept car but a super - powerful technology enterprise calmly telling a story about the future in the center of the global business stage with the courage of "Dare to Beat".