Going Higher: Dreame's All-Scenario Value Battle
In the technology field, there has hardly ever been a product launch event where over 30 new products are introduced at once, covering a wide range of categories including cleaning appliances, personal care products, and even large household appliances such as refrigerators, air conditioners, and TVs.
In fact, there are very few technology companies that can achieve systematic breakthroughs across multiple categories and technological boundaries.
On September 4th, Dreame launched a full line of high - end products at its full - scenario product launch event, including over 30 new products such as the Matrix10 Ultra robotic vacuum cleaner, the T60 Ultra floor washer, the X3 vacuum cleaner, the PM30 air purifier, the X30 hair dryer, and the Arctic Series refrigerators. This launch event is far from a simple expansion of product categories. Behind the long product list, it seems more like a systematic technological response to the real pain points of users.
Dreame has never limited itself with labels. It is fundamentally a technology - driven enterprise. Its belief in underlying technologies and its courage in multi - category collaboration have inadvertently built a commercial moat that is difficult to simply classify and benchmark.
Different from the path of traditional hardware companies that overly pursue scale expansion, Dreame always bases itself on technological creation and refuses to be involved in the business game of blindly chasing explosive growth. The challenge it faces lies in how to deeply integrate technology reuse with user needs, create a better life centered around technology, effectively solve the real pain points of users, and ultimately transform this concept into sustainable high - end product innovation capabilities.
This is destined to be a journey for long - termists.
The Product Narrative Behind User Needs
Dreame's expansion of product categories has once become the focus of the industry.
Hair dryers, refrigerators, air conditioners, robotic vacuum cleaners... It seems to be doing everything. Some people admire its ambition, while others think it is radical. However, from Dreame's perspective, the fundamental driving force behind its full - category scenario layout is to meet the unspoken but real needs in users' lives.
While traditional home appliance manufacturers are obsessed with the visual gimmicks of intelligent functions and the cleaning appliance industry is immersed in competing for suction power parameters and battery life, Dreame has quietly turned its attention to a more core proposition: how to truly understand the real needs of users at home and effectively improve their quality of life through technological innovation.
In China, the penetration rate of household refrigerators in urban households has exceeded 100%. As a highly mature category, users are still troubled by the most basic preservation problems. Many so - called "smart refrigerators" have redundant functions and complex operations, and their actual experience is out of touch with real needs.
But when Dreame turned its attention to the traditional refrigerator market, it didn't see a configuration competition or the concept of AI home appliances. Instead, it saw "what kind of refrigerator users really need."
They found that users don't need more superficial intelligent attributes. The most basic needs are preservation, reducing food waste, and ensuring users can eat with peace of mind. Therefore, Dreame launched the Arctic Series refrigerators integrated with the AI Cooling Nutrition Master system to solve the problems of water loss and serious nutrient loss in traditional refrigerator preservation.
A similar logic also runs through the design of Dreame's AI smart ring. In an era when people are paying more and more attention to themselves and their inner health, Dreame will further focus on "the person himself." This AI smart ring achieves lightweight and non - sense while integrating functions such as sleep monitoring, sports companionship, and female care. It is not just a wearable device, but more like an AI partner who understands the way of health and continuously pays attention to the physical and mental state of users.
These innovations do not come from a sudden inspiration in the laboratory. They are derived from the tracking and feedback of users' actual daily life scenarios.
Back to the robotic vacuum cleaner market where Dreame excels, Dreame is also constantly thinking about how to make the machine understand the unique cleaning needs of different spaces in the home and provide truly suitable solutions. The Dreame Matrix10 Ultra robotic vacuum cleaner, which is the first to be equipped with the globally - first automatic mop - changing technology, was born. It is equipped with three sets of mops made of different materials. The automatic mop - changing technology can achieve dedicated cleaning for different areas, completely solving the embarrassment of "using one mop to clean the whole house."
Technology is never just a set of cold parameters. In the full - scenario life experience intertwined with "clothing, food, housing, and transportation," users' demands for intelligence and practicality are increasing day by day.
This full - category product launch event also reflects its clear and firm product philosophy. It doesn't pursue the rigid stacking of technologies and redundant functions, but focuses on capturing the real needs of users; it doesn't chase short - term market iterations and scale competition, and always persists in whether users' pain points can be effectively solved by products.
The essence of home intelligence is not a single - point function breakthrough, but the integration of systematic experiences. Users need not just a refrigerator that can preserve food or a robotic vacuum cleaner, but an intelligent living network that truly understands their living habits and can seamlessly collaborate. Dreame builds a full - scenario ecological product. By naturally extending technology around "people," it transforms cutting - edge technology into a tangible and usable life benefit, which is the core of Dreame's brand concept.
The Innovation Methodology of Technological Compound Interest
Dreame's continuous exploration of new fields, seemingly different markets, is actually the compound - interest application and systematic output of its core technologies in different scenarios.
Behind the establishment of a multi - category three - dimensional layout, Dreame always takes "technology - driven experience" as its core. Although its product forms are diverse and applicable scenarios vary, Dreame's hardware products do not exist in isolation. Instead, they are supported by a set of underlying technologies that can span categories and scenarios.
Centered around the "heart" - high - speed digital motor and the "brain" - intelligent algorithm, these technologies are highly versatile and scalable, becoming the common foundation for multi - product R & D. At the same time, based on this unified underlying architecture, seamless collaboration, natural dialogue, and continuous learning between devices can be achieved, so that users' experience does not depend on the performance of a single product, but more on the smoothness and tacit understanding of the system level.
That's why every breakthrough in Dreame's underlying technology can quickly radiate to multiple categories; every user feedback can also feed back into the optimization of the entire system.
Take the high - speed digital motor as an example. The motor is almost the core power source for the operation of all home appliances. In April this year, Dreame achieved mass production of the world's first high - speed digital motor with 200,000 revolutions per minute, continuously breaking the boundaries of speed, efficiency, and noise. This "power heart" not only provides super - strong suction for vacuum cleaners and floor washers, but also enables precise airflow control in hair dryers, improves efficiency in the refrigerator cooling system, and optimizes power output in kitchen appliances. Each type of product is not a simple transplantation of technology, but a deep re - R & D based on scenarios.
The robotic arm technology is also very representative. It is another core technology for systematically improving the precise actions and active interactions of intelligent home appliances. This technology was initially used for corner cleaning in robotic vacuum cleaners. Dreame quickly applied its underlying capabilities such as precise recognition, motion control, and flexible interaction to the air - supply robotic arm of air conditioners, the intelligent knob of washing machines, and the automatic stirring and dispensing system of kitchen appliances.
These core technologies have been fully verified in past products and have strong cross - category migration capabilities. Dreame uses them as the "soil" for R & D, on which a multi - category product system including cleaning appliances, personal care appliances, and smart home products has grown.
This "one - technology, multi - scenario" reuse model can effectively reduce the marginal cost of R & D and significantly shorten the new product iteration cycle.
User - Centered Long - Termism
In recent years, as the growth rate of the intelligent cleaning appliance market has slowed down and the consumption environment has continuously changed, many enterprises have actively or passively got caught in the dilemma of price wars and homogenization in the competition, and product innovation has entered a slow and uninteresting stable period.
Whether an enterprise can cross the business cycle and continuously win the market ultimately depends on the real improvement of user experience and the establishment of users' loyalty to the brand and its products.
This also means that every product iteration of an enterprise cannot just stay at the level of parameter upgrades or appearance changes. It must return to the user's perspective and drive in - depth innovation of technology and products with real needs.
To maintain continuous insight into user needs, Dreame has established a complete user co - creation and idea screening mechanism, allowing users to deeply participate in product development at the pre - research stage of new products.
For example, in the early stage of product planning, if the team comes up with 100 creative concepts, Dreame will invite core users and fans to participate in the voting and screening, and hand over part of the decision - making power on the allocation of R & D resources to users. Through the joint voting of fans and users, 10 creative concepts or solutions that they think are the most valuable and desirable will be selected to enter the R & D stage.
To ensure the scientific nature of decision - making, Dreame Technology also uses the "bubble sort algorithm" mechanism internally. Each time, about 20 product solutions to be evaluated are presented to users. Through multi - dimensional evaluation methods such as offline product demonstrations, presentations, and online feedback, opinions from users at home and abroad are collected. After all the creative concepts are scored and ranked by users, only the top 10% - 20% of high - quality solutions in the comprehensive ranking can get R & D resource investment.
This "user - decision - upfront" model has achieved remarkable results in actual operation. According to statistics, currently, about 80% - 90% of the functions of Dreame's newly launched products are the results of joint screening by users. By involving core users in product testing and more deeply participating in the early - stage creative decision - making, it is ensured that the finally implemented functions truly meet user needs.
In today's global competition, the regional and personalized trends of user needs are becoming increasingly prominent. How to accurately capture and meet these subtle but real needs has also become the core challenge for enterprises' local operations.
Currently, Dreame is implementing the "one - city, one - style" strategy. According to the living habits, living environments, and cultural preferences of users in different regions, it launches multi - SKU product solutions: for European users who prefer deep cleaning and quietness, it provides cleaning products with high suction power and low noise; for large - area families in North America, it designs solutions with large - capacity batteries and efficient dust collection; for the Asian market, it focuses on launching compact models and intelligent interconnection functions to meet the diverse needs in high - density living scenarios.
At the critical stage of transformation in the current intelligent cleaning industry, most brands still choose to focus on a single category and maintain their market presence through "small - step, fast - running" strategies. Dreame has relied on its underlying technologies to achieve systematic reuse between different product lines and extended its coverage to the full scenario. This approach, seemingly radical, actually reflects its determination not to chase trends and to adhere to long - termism.
Dreame doesn't blindly pursue explosive growth. Instead, centered around users' real pain points, through compound - interest innovation and systematic technology integration, it has gradually built an intelligent product matrix with collaborative experience, truly achieving the goal of continuously providing users with a better life experience.
Today, Dreame has grown into a global high - end consumer electronics and intelligent manufacturing company with a full - scenario layout. It has in - depth global user insight and overseas layout capabilities, and can rely on the overall advantages of technology, supply chain, and scenario understanding to define innovative products that truly meet users' full - scenario needs.
This ability is also the key for Chinese technology companies to transform from "hardware suppliers" to "product and technology definers." By building a closed - loop between "technology reuse" and "user experience" and based on the global market, a brand architecture with high - end recognition and ecological stickiness is established.