Author |Huang Yu.
In the past few years, the rivers and lakes of sweeping robots have been surging, and brands have emerged in an endless stream, and only those who have really mastered technological innovation can run out.
On February 3, Dreame, the head enterprise of intelligent sweeping robots, released a new X40 series of sweeping and mopping integrated robots before the Spring Festival. This is the key year for Dreame to rush to the first place in the industry, and the "Jihuang" product released.
In this new series, it still continues the "technology is king" label pursued by Dreame, and is equipped with the first bionic "double" robotic arm, that is, on the basis of the expansion of the bionic robotic arm rag released last year, the new liftable side brush expansion has been added, and the linkage of the side brush and the wipe's arms has been realized for the first time, further improving the ability to clean the corners and gaps of the house.
In the field of intelligent robots, Dreame has always firmly believed that it is necessary to make a big market cake through technological innovation.
In order to highlight its own technological advantages, in the past year, one of the most important brand impressions of Dreame to the public is that "a person who builds an airplane sweeps the floor".
It is reported that Yu Hao, the founder and CEO of Dreame Technology, graduated from Tsinghua University, and Yu Hao used the Fang ** accumulated by his study and establishment of the entrepreneurial club "Sky Factory" in the follow-up establishment of Dreame Technology, and the entry point is the high-speed digital motor known as the "heart of the machine".
The release of this new product is also a deepening of Dreame's intelligent technology label. With the release of new products, Dreame wants to take a step forward in market share.
Guo Renjie, Executive President of Dreame Technology China, revealed that from 2019 to 2023, Dreame will have a five-year compound annual growth rate of more than 100%, last year's performance in the international region increased by 120% year-on-year, and the 618 and Double 11 promotion business in China increased by 100% year-on-year.
Today, Dreame has ranked first in the retail share of China's large cleaning category for three consecutive months, becoming a "dark horse" that cannot be ignored.
Yu Hao, the founder and CEO of Dreame, has set a development goal to move forward towards the "three firsts", "to be the first in industry technology in 2023, the first in market share in the industry in 2024, and the first in industry profit in 2025".
Guo Renjie pointed out: "At present, our sweepers and floor scrubbers are still the second in the industry, and this year, Dreame will wait for the opportunity to become the first in the mainstream channels." ”
In 2024, in order to achieve the first place in the market share representing hard power, Dreame needs to come up with a more effective strategy.
Guo Renjie said that Dreame was doing two things last year, one is to cover the entire online channel; The second is to vigorously develop offline channels, opening 800 offline stores in China last year.
This year, Dreame will further expand its offline channels. Guo Renjie revealed that this year, Dreame China's offline stores will run to more than 1,500 stores.
Among them, there are two important things, one is to do a good job of offline branding, and open a Dreame and experience store in the best shopping mall, rather than the kind of brand image store of fifty or sixty square meters opened in the past; The second is to rely on offline consumer groups to break the circle.
The aroma of wine is also afraid of deep alleys. Some industry insiders told Wall Street that on the one hand, the market penetration rate of the sweeper and floor scrubber industry is low, about 8%; On the other hand, the homogenization of products in the current market is serious, and it is difficult for ordinary consumers to perceive the differentiated advantages of a certain product.
Dreame needs to make more consumers more willing to use intelligent robots, and at the same time recognize the actual product power of Dreame. In Guo Renjie's view, offline channels have the opportunity for consumers to actually experience Dreame products and help Dreame introduce more people.
In the highly competitive sweeping robot industry, Dreame has been killed as a "dark horse" over the years; Now Dreame not only has to further consolidate its competitive advantage, but also to find the second growth curve.
At this press conference, Dreame also released a new hair dryer - "Pocket Stylist" Dreame Pocket high-speed folding hair dryer.
Hair dryers are a category that Dreame has always wanted to do, but in the past few years, we have invested more than 99% of our time and energy in the field of cleaning appliances, and we have not invested too much in personal care products. This year, we see that high-speed hair dryers have ushered in a market inflection point, which is likely to replace ordinary hair dryers, which has a huge market share. ”
Relying on technological innovation and core competitiveness, Dreame has the opportunity to expand more product categories in the future. In addition to sweepers and floor scrubbers, the products currently involved in Dreame also include hair dryers, mite removers, mini washers, dryers, etc.
These are all important attempts to find the second growth curve. Guo Renjie pointed out that for the categories on the market, there are actually no restrictions within Dreame, and there is only one criterion, that is, whether there is a way to use technology to do some innovation and innovation.
iRobot, the originator of sweeping robots, is a lesson from the past. Talking about the main reason for the decline of irobot in the Chinese market, Guo Renjie believes that this is caused by the lack of product performance and innovation, and leading Chinese brands such as Dreame have been two or three generations ahead of irobot in products.
However, now domestic brands have become more and more rolled. Guo Renjie said that this is a fast-changing industry, and every time Dreame makes a new feature, it may be able to lead by 9 months at the earliest, and then it will become 6 months or 3 months.
If we want to continue to seek breakthroughs in the industry and achieve the first place in the industry, Dreame must make more technological innovations and breakthroughs, which is an iron law.
Enterprise development is like sailing against the current, if you don't advance, you will retreat, and Dreame must always run in the forefront.