Chinese appliance maker Dreame expands to water purifiers and AI cameras
Strategy aims to build an independent smart home ecosystem in Korea
Rapidly diversifying lineups by securing radio wave certifications
Chinese home appliance company Dreame is launching water purifiers, dehumidifiers, and artificial intelligence (AI) cameras in the Korean market following its robotic vacuums. This move expands its territory from robotic vacuums into general home appliances.
This is interpreted as a strategy to build its own smart home ecosystem in the Korean market by expanding the user touchpoints secured through robotic vacuums into water purifiers, air purifiers, dehumidifiers, and home security devices.
Dreame Technology completed radio wave certifications for dehumidifiers, air purifiers, and portable carpet stain removers this month. Dreame plans to launch these products in the domestic market soon.
The dehumidifier that completed radio wave certification is the 'DD20'. It is a product with a daily dehumidifying capacity of up to 20 liters. It is a 40-square-meter model that can be controlled via an application.
The portable carpet stain remover is a product that combines steam, hot water, and vacuum suction. In addition to carpets, it can be used on various materials such as sofas and car interiors. A new air purifier model also received radio wave certification.
Dreame is already selling air purifiers in the Korean market. The company plans to diversify its air purifier product lineup to suit the Korean market.
Dreame started introducing products that recorded high sales in the global market to the domestic market this year. Last month, it officially launched water purifier products in the domestic market.
Furthermore, it completed radio wave certifications last month for air fryers, wet and dry vacuum cleaners, and hair dryers, and in March, it completed domestic radio wave certifications for its AI home security camera brand (NAVO) product lines.
NAVO is Dreame's sub-brand specializing in security. It finalized radio wave certifications for about 20 derivative models, including indoor cameras, outdoor cameras, and smart locks. It supports integration with smart homes such as Alexa and Google Assistant.
Dreame's expansion of its domestic product line is part of a strategy to use robotic vacuums as an entry point into the smart home ecosystem. Dreame is extending its high-speed motor, sensor, control, and AI recognition technologies, which were secured in the robotic vacuum market, into living appliances and home security devices. This means Dreame is entering the domestic market, where Samsung Electronics and LG Electronics compete for leadership in the smart home platform with SmartThings and ThinQ respectively, with its own independent ecosystem.
An official from Dreame said, “Unlike other Chinese companies that focused on vertical ecosystem expansion centered on robotic vacuums, Dreame is focusing on horizontal expansion to introduce various product lines such as smartphones and refrigerators,” and added, “We plan to continuously showcase products suitable for the Korean market.”
Along with the expansion of the product line, the company is also accelerating brand premiumization. Dreame recently appointed the world-renowned soccer player Cristiano Ronaldo as its global ambassador. With 'Dreame to Win' as its core message, the company plans to utilize Ronaldo's image across its overall smart ecosystem, including robotic vacuums, indoor and outdoor smart cleaning appliances, major appliances, personal care, and small kitchen appliances.
