Dreame Ventures Into the TV Industry: Disruptor or Game Changer?

In the home appliance industry, cross-industry competition has long become the new normal.

On September 4th, at the Dreame Technology "Dare to Dream and Act" all-scenario new product launch event, Dreame Smart Display made its debut and launched its first product—the Dreame Aura Mini LED 4K Smart Screen V3000 series, officially announcing its entry into the television industry. This news is like a stone thrown into a calm lake, causing ripples across the television industry.

01 Current Situation of the TV Industry: Transformation Amidst Recovery

In the first half of 2025, China's television market quietly experienced a structural recovery. According to data from Aowei Cloud Network, nationwide TV sales reached 13.75 million units from January to June this year, marking a slight year-on-year increase of 1.8%. Sales revenue climbed to 56.1 billion yuan, reflecting a year-on-year growth of 7.5%. This trend of "stable volume and increased revenue" indicates that the transition towards high-end products is proving effective.

Specifically, the penetration rate of Mini LED technology has exceeded 29%, and differentiated categories such as artistic TVs have seen their sales double, becoming a new engine for market growth. Meanwhile, the lineup of brands entering the market from other sectors continues to expand.

From Xiaomi's pioneering of the Internet TV model to the expansion of OPPO, OnePlus, Huawei, and other mobile phone manufacturers into this space, the television industry has welcomed wave after wave of "new players." Leveraging the natural connection between mobile devices and televisions in terms of display technology and system interaction, their entry into the large-screen field seems logical.

However, the entry of Dreame, a company well-known for its robotic vacuum cleaners, has surprised many people. What kind of strategic thinking lies behind this seemingly abrupt cross-over from cleaning appliances to high-end smart screens?

02 Why Cross-Border? Dreame's Ambition for a Smart Home Ecosystem

In the increasingly intense competition in the cleaning appliance market, expanding into new categories has become an inevitable choice for Dreame's continued growth. More importantly, today's consumers are no longer satisfied with single smart products and instead seek cross-category integration and seamless collaborative experience.

The core of competition in the home appliance industry has long shifted from individual product performance to overall scenario solutions. The evolution path of Dreame aligns with this trend: starting with robot vacuums, gradually expanding to include floor washers, vacuum cleaners, high-speed hair dryers, and other diverse cleaning and personal care categories, and further extending to major appliances like refrigerators, washing machines, and air conditioners, thereby building a smart product matrix that covers the entire home.

This move to venture into the television sector is a crucial step for Dreame in perfecting its smart home ecosystem. As the core terminal of the living room scenario and an important hub connecting various smart devices, the television holds an irreplaceable strategic position within the smart home system.

Currently, Dreame has a diverse range of smart device products, but it still lacks a "core link" to connect all the products. The addition of televisions will effectively break the current state of product dispersion, integrating various devices into a unified, interactive ecosystem. This will further enhance Dreame's overall strength in the field of smart connectivity.

03 Beyond Picture Quality: The Differentiated Breakthrough of Dreame TV

The Aura Mini LED 4K Smart Screen V3000 series by Dreame is impressive in terms of hardware configuration, featuring the Aura Mini LED True Color Display Solution and Black Crystal True Color Screen. It is equipped with a 91W high-power 2.1.2 channel master audio system and supports a super-high refresh rate of 300Hz.

These configurations allow it to rival high-end products in terms of picture quality, sound quality, and gaming experience. With over 1 billion colors, 98% DCI-P3 color gamut, 2800 nits peak brightness, and an ultra-low latency of 5.3ms, it meets or even exceeds the needs of professional gamers.

What truly sets Dreame apart are its four independently developed technology routes: AI chip, Dynamic Sound Engine, Dream LED backlight solution, and Atlas OS intelligent system. These self-developed technologies form Dreame's technological moat.

The use of AI technology makes the V3000 series a "smart" TV, capable of understanding the content being played, automatically optimizing picture and sound, enhancing dynamic clarity for sports events, optimizing natural colors for documentaries, and switching to low latency mode when gaming.

Revolutionary Commitment: Permanent Removal of TV Startup Advertisements

Among many technological innovations, Dreame's announcement of its commitment to "permanently eliminate TV startup advertisements" is the most striking. The relevant person in charge emphasized in their speech that this is an adherence to the bottom line of user experience, and "non-interference" is a characteristic that high-end televisions should possess.

This commitment directly addresses the current pain points of the smart TV industry. For many years, startup ads have become an important source of revenue for many TV manufacturers, but they have also been a continuous detriment to user experience.

Chasing this move is not only a challenge to industry conventions but also a rethinking of the essence of television products: televisions should serve as entertainment tools for users, not as advertising platforms.

This "user-first" product philosophy may force the entire industry to reassess the balance between advertising and user experience, driving high-end televisions to truly evolve towards being "non-intrusive."

Cross-sector Innovator's Impact: What Will Dreame Bring to the Industry?

The crossover entry of Dreame into the television industry will bring multifaceted impacts. Firstly, as a new player, Dreame does not have any historical burdens, allowing it to more thoroughly implement a user experience-centric philosophy, such as innovations like eliminating startup advertisements.

Secondly, Dreame not only brings new products but also offers new technological pathways and perspectives on intelligent ecosystem integration. Its four major self-developed technologies demonstrate the potential for cross-disciplinary technological integration, and the combination of AI chips with intelligent systems could open up new product directions.

Most importantly, Dreame has accelerated the evolution of television from a single product to the central hub of a smart home. As a crucial part of the smart home ecosystem, the connectivity and interoperability of televisions will become more important than picture quality parameters.

The global strategy of Dreame has begun to show results – the first batch has received over 30,000 orders in multiple countries, indicating that its product concept and design have global appeal, potentially making it another strong competitor among Chinese TV brands going global.

In conclusion, although Dreame's crossover might seem sudden, it is actually an inevitable result of the deepening competition in the smart home industry. Television is no longer just a content display device but the core hub of the smart home ecosystem.

The promise to cancel startup ads seems to forgo short-term revenue, but it wins long-term value in terms of user reputation and brand differentiation. This "non-intrusive" philosophy might force the entire industry to reconsider what truly constitutes a high-end TV experience.

After the short-term recovery brought about by policy stimulus, the television industry needs "catfish" like JIMI to stimulate intrinsic motivation. Future competition will no longer be a mere contest of panel parameters, but a comprehensive battle of smart ecosystem experience and user value creation.