Landing in the Super Bowl, Dreame's North American revenue has skyrocketed by 189%, claiming a solid victory in the global high-end market competition.

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

On February 8 Eastern Time, NBC (National Broadcasting Company) will exclusively broadcast this top annual North American sports event, and Dreame Technology has strategically placed a prime-time ad slot exclusively broadcast by NBC.

The timing of this move is quite thought-provoking. A month ago, Dreame won the top Innovation Award at CES (International Consumer Electronics Show) in Las Vegas, USA, and showcased its concept car, the Nebula NEXT 01 Concept, for the first time. Shortly after that, Dreame announced that it would appear on China's Spring Festival Gala as a "strategic partner for smart technology ecosystem".

Right now, it is once again standing in the spotlight of mainstream North American business circles.

From the CES industry technology showcase, to the high-profile Super Bowl stage, and then to the national stage of China's Spring Festival Gala, Dreame has completed a high-density three-stage brand leap in just two months. This is not just an expensive ad placement, but also a "high-end branding" answer sheet submitted to the global market by an enterprise that has maintained a compound annual growth rate of 100% in revenue for 6 consecutive years. It tells the world: Dreame not only has the ability to manufacture products, but also the strength to win its own globalization medal on the world's most high-profile stages.

Dreame's globalization strategy seen from the valuable one-second ad slots on "Championship Night"

The Super Bowl on February 8 has gone beyond the scope of sports competition.

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

Every second here is extremely valuable. For a long time, the prime time here has been the exclusive territory of multinational giants such as Apple and Nike. For many brands, this used to be an unreachable "stratosphere".

Dreame Technology chose to participate in the Super Bowl in 2026 with an extremely clear strategic intention: to break through the circle of influence.

In the past, smart hardware with Chinese background was often labeled as "geek toy" or "cost-effective alternative". They were active in technology forums and Amazon search bars, but could hardly enter the living rooms of mainstream American families. With the help of the Super Bowl this time, Dreame aims to directly bring its brand exposure to more than 100 million core North American families, as well as a broader global user group.

This is a kind of identity "baptism". In the North American business context, daring to appear in the Super Bowl is in itself a proof of strength. It sends a signal to consumers: this is a high-end global brand with abundant capital, long-term orientation, and recognized by the mainstream society.

From the first day of its establishment, Dreame has embarked on the path of globalization. Up to now, Dreame's products have covered 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 6 consecutive years.

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

The latest data shows that international market revenue accounts for nearly 80% of Dreame's total revenue, and it has taken the top spot in many key markets.

In the European market, Dreame ranks first in the market share of robot vacuums in Germany and Italy. This means that on the European continent with strict requirements for mechanical craftsmanship, Dreame Technology has become the top choice for high-end products.

In Southeast Asia, Dreame also demonstrates strong product competitiveness. In Singapore, it ranks first in the market share of robot vacuums; in Thailand and Malaysia, it also takes the first place in the market share of floor washers.

In addition, behind the capability to handle top-tier traffic is a complete global sales network carefully built by Dreame.

Offline, Dreame has built a huge contact network of more than 6,500 physical stores around the world. From MediaMarkt and Boulanger, the largest electronics retailers in Europe, to Best Buy and Walmart, the leading home appliance retail giants in North America, Dreame's products have successfully penetrated core channels and firmly occupied prime shelves of global retailers.

Online, Dreame not only consolidates its position on mainstream e-commerce platforms such as Amazon, Shopee and Lazada, but also builds direct-to-consumer (DTC) private domain capabilities to face global users by vigorously developing self-operated official independent websites. This three-dimensional channel layout of "online and offline dual-wheel drive" 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 operation experience accumulated in Europe and Southeast Asia, Dreame is full of confidence when entering the North American market.

Deep cultivation in North America, countering cutthroat competition with "technology premium"

Dreame's mature global operation capabilities have driven its explosive growth in 2025. Data shows that Dreame's total revenue of all categories in North America in 2025 increased by 189% year-on-year compared with 2024.

Specifically, Dreame's revenue from robot vacuums in North America increased by 150% year-on-year, with a 10% market share in the United States. The revenue of floor washers in North America increased by 235% year-on-year, with a 20% market share in the United States. The year-on-year growth of personal care category revenue in North America is as high as 1446.15%.

At the same time, new product categories such as pool robots, home appliances and air purifiers have also achieved full breakthroughs in the North American market.

Dreame has become a high-end technology enterprise with multi-category combat capabilities.

In terms of channels, Dreame has settled in mainstream physical retail channels in North America online. Although the expansion of offline channels in North America is not easy and greatly tests the localized operation capabilities of enterprises, data provided by Dreame shows that in the fourth quarter of 2025, the proportion of Dreame's North American offline channel sales has exceeded 20%, which means that 1 out of every 5 units sold comes from physical offline stores.

In addition, after the opening of Dreame's first offline store in the United States in October 2024, Dreame opened a number of new flagship stores in 2025, expanding its territory to the global tech heart - Silicon Valley. Opening stores at the "doorstep" of tech giants such as Apple and Google to allow geeks and engineers to experience the products in person is the ultimate manifestation of technological confidence.

This move of daring to open physical stores in the core areas with extremely high land prices also reflects Dreame's strategic ambition in the North American market: to avoid the low-end red ocean of cutthroat competition and explore the feasibility of "high-end branding + technology premium".

In the North American market, selling a robot vacuum for $200 and $1000 are two completely different businesses. The former is manufacturing export, while the latter is brand globalization. Dreame's L10s Ultra, priced at around $1000 in North America, has become a hit product, which has verified Dreame's dual strengths in high-end branding and technology premium.

In fact, high-end branding cannot be achieved by empty slogans, but must be built on the extreme insight into local demands. Dreame adheres to the localized strategy of "one market, one solution", that is, to formulate 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 use tiles or wooden floors, American families generally have large areas of long-pile carpets. To this end, Dreame's R&D team developed the "mop detachment" function. When the robot detects a carpet, it will automatically return to the base station to detach the dirty mop, then climb onto the carpet to carry out vacuum cleaning with a completely clean body.

This pragmatic product concept of "meeting demands rather than creating demands", combined with high-speed digital motors that exceed 200,000 rpm and intelligent algorithms, has earned Dreame a good reputation in the highly competitive US market.

Despite the rapid growth, the ceiling is far from being reached. Data shows that as the world's largest vacuum cleaner consumer, the penetration rate of robot vacuums in the United States is only 15% (10% in Japan). Industry estimates show that the long-term potential penetration rate in the US can reach 70%.

This means that for Dreame, which has already gained a firm foothold in the high-end market, there is still a huge blue ocean ahead. The ad placement on "Championship Night" is expected to become the trigger that ignites this blue ocean.

The launch of the "Star Program" vehicle, Dreame completes the full-scenario smart technology ecosystem

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

In January this year, the "Star Program" within Dreame's ecosystem and its first concept car, the Nebula Next 01 Concept, made a big hit at CES. Although the Star Program is an independently operated entity, it shares the same innovation gene with Dreame Technology - the extreme mastery of motors, algorithms and fluid mechanics.

In today's era of severe homogenization of smart vehicles, the Star Program has chosen an extremely difficult "hard technology" route: reconstructing the chassis.

36Kr learned that the Star Program 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 stack of configurations, but a system-level chassis upgrade.

Specifically, taking the evolution of suspension as an example, the essence of traditional suspension is "the vehicle absorbs whatever the road surface brings". The EMAD electromagnetic fully active suspension integrates "perception, decision-making and execution" with micron-level motion control algorithms. It enables independent micron-level control of all four wheels, increasing the response speed by 10 times and reducing energy consumption by more than 50%. This means that the vehicle body no longer passively filters vibrations, but actively reconstructs the vehicle posture in real time.

The real qualitative change takes place on the CIC 14-degree-of-freedom nonlinear control architecture, which puts the chassis, power and intelligent driving in the same control system. This brings a 25% improvement in cornering stability and a 30% improvement in grip on wet and slippery roads, with the control signals achieving 1-millisecond global synchronous response.

In the official video released at CES, the prototype vehicle equipped with the "Star Sky Patrol Intelligent Chassis" easily completes difficult maneuvers such as lateral parking, crab walk mode and zero-radius turning in the test field. These features 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 for the global market".

The design of this coupe is inspired by hurricanes in nature and supersonic fighter jets. The through waistline of the car body simulates the trajectory of lightning piercing the sky, and the wide-body curved surface reflects the tension of a sweeping hurricane. In terms of details, the wrapping shape of the cockpit, the folding angle of the rear wing and the cut surface of the air inlet all replicate the aerodynamic logic of fighter jets, aiming to create the texture of "flying close to the ground".

This radical, pioneering and highly recognizable visual language implies that the Star Program provides not just a vehicle, but a mobile technological totem, announcing the "technology premium" capability of Dreame's ecosystem in the mobility sector.

The complete ecosystem layout is the strength support for Dreame's in-depth globalization. So far, Dreame Technology has built a multi-category matrix covering high-end smart vehicles, smart home appliances and outdoor smart devices, forming a full-scenario closed loop that connects "people, vehicles and homes".

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

Looking back on Dreame Technology's rise in the global market, its core driving force comes from the coordinated operation of five engines: the extreme pursuit of core technologies, the innovation system that adheres to forward R&D, the integration capability of world-class supply chains, the capillary-like global channel network, and the high-profile brand building capability.

This "three-stage leap" at the start of 2026 is a metaphor.

It symbolizes that the new generation of tech enterprises has gone through the "OEM era" of exporting cheap labor, the "Great Navigation 1.0 Era" of exporting cost-effective products, and has officially moved towards the "New Navigation Era" of exporting high-end technical standards, global brand values and full-scenario lifestyles.

When the globally premiered Super Bowl commercial on February 8 is transmitted from NBC's signal towers to hundreds of millions of TV screens around the world, what the world sees will not just be a robot vacuum or a concept car, but an exceptionally powerful tech enterprise that is calmly telling the story of the future at the center of the global business stage with the courage of "Dare to Beat".