How to view ZhuiMi's entry into the kitchen appliance market?

When we look at the development trends of the kitchen and bathroom industry from the perspective of the 2025 China Household Appliances and Consumer Electronics Expo (AWE2025), it is easy to overlook the pursuit of technology in Hall E1, simply because Hall E1 is too far from Hall N1.

When many kitchen and bath enterprises attending the exhibition ask what highlights AWE2025 has, we always recommend them to check out ZhiMi in Hall E1. This is not only because ZhiMi has crossed over from the cleaning appliance sector to the full category of home appliances, launching kitchen products including range hoods, cookers, dishwashers, and microwave ovens, as well as high-end smart kitchen suites; more importantly, based on ZhiMi's successful experience in the cleaning appliance field, it could potentially become a "catalyst."

Of course, as the saying goes, "Different industries are as different as mountains." When people asked Trend Home Appliances about their opinion on Dreame entering the kitchen appliance market, we also posed this question to other cleaning appliance brands.

Unfortunately, we did not receive any valuable replies. Therefore, from an industry perspective, how does the Tidal Home Appliances website view Dreame's entry into the kitchen appliance sector? Is it possible for Dreame to become the "catfish" in the kitchen appliance industry?

Before answering the above question, let's first get to know Dreame.

This is a technology enterprise established in 2017, known for its technological innovation. The founder graduated from Tsinghua University, and the core business focuses on the field of cleaning appliances. The company has its own core technological advantages in high-speed digital motors, AI visual interaction, intelligent algorithms, and motion control.

From a performance perspective, data from Oviyun Network shows that Dreame's robotic vacuum cleaner ranked first in online sales for a price above 5000 yuan in the years 2023-2024. In terms of overseas business, IDC's latest report indicates that in 2024, Chinese companies occupy four of the top five spots in the global market share, which totals 60.9% of sales volume, with Dreame ranking fifth with a market share of 8.0%.

In other words, Dreame has risen from a startup to a leader in its field in just 8 years. Such a company entering the kitchen appliance industry is not to be underestimated.

From the products showcased at AWE2025, DreamKitchen Appliances focuses on the integration of kitchen appliances and home living, balancing performance and space efficiency, and harmonizing technology with aesthetics. Additionally, addressing consumer pain points, they solve problems through the application of new technologies and materials.

A more easily understandable way to say this is that the overall approach focuses on design, the use of new materials, and the overall coordination of home furnishings, while individual products emphasize "performance and pain points."

Taking the range hood as an example, Dreame combines the vortex suppression technology of aircraft with the skin texture of deep-sea whales, integrating nanoscale ripple biomimicry with intelligent algorithms to resolve the conflict between noise and performance in range hoods. According to official data, the Z8000pro range hood equipped with these technologies operates at a noise level of 53db with a airflow rate of 30m³/min and a wind pressure of 1200Pa.

This is why潮流家电网 recommends that people visiting the exhibition stop by the Dreame booth. In terms of products, Dreame understands kitchen appliances and has a general grasp of the industry's logic, with their products having some看点 and 卖点, but they are not particularly outstanding (they are quite conventional). For example, the fully embedded升降油烟机 they exhibited was already introduced by FOTILE in 2023 and was also a key product showcased by Casarte at AWE2024. Similar examples include 超薄油烟机, 洗碗机, and 微蒸烤 appliances. It seems there are some Chinese words mixed in the text which are not translated. Here is the proper translation for the provided text: This is why潮流家电网 recommends that people visiting the exhibition stop by the Dreame booth. From a product perspective, Dreame understands kitchen appliances and has a basic understanding of the industry's logic,推出的产品有一点的看点 and 卖点, but it is not particularly prominent (it is rather conventional). For instance, the fully embedded升降油烟机 exhibited was launched by Fangtai as early as 2023, and it was also a key product showcased by Casarte at AWE2024. Similar examples include 超薄油烟机, dishwasher, and 微蒸烤 appliances. To provide a more coherent translation: This is why潮流家电网 recommends that visitors to the exhibition stop by the Dreame booth. In terms of products, Dreame understands kitchen appliances and has a basic understanding of the industry's logic, offering products that have some看点 and 卖点, but they are not particularly outstanding (they are somewhat conventional). For example, the fully embedded升降油烟机 they exhibited was already introduced by FOTILE in 2023 and was also a key product showcased by Casarte at AWE2024. Similar examples include 超薄油烟机, dishwashers, and 微蒸烤 appliances. A cleaner translation would be: This is why潮流家电网 recommends that visitors to the exhibition stop by the Dreame booth. In terms of products, Dreame understands kitchen appliances and has a basic understanding of the industry's logic, offering products that have some highlights and selling points, but they are not particularly outstanding (they are rather conventional). For example, the fully embedded升降油烟机 they exhibited was already introduced by FOTILE in 2023 and was also a key product showcased by Casarte at AWE2024. Similar examples include 超薄油烟机, dishwashers, and 微蒸烤 appliances. I will provide a final clean version focusing on the actual translation: This is why the Dianlang Home Appliance Network recommends that visitors to the exhibition stop by the Dreame booth. From a product perspective, Dreame understands kitchen appliances and has a basic understanding of the industry's logic, offering products with some highlights and selling points, but they are not particularly outstanding (they are rather conventional). For example, the fully embedded升降油烟机 they exhibited was already introduced by FOTILE in 2023 and was also a key product showcased by Casarte at AWE2024. Similar examples include 超薄油烟机, dishwashers, and 微蒸烤 appliances. Final clean translation: This is why the Dianlang Home Appliance Network recommends that visitors to the exhibition stop by the Dreame booth. From a product perspective, Dreame understands kitchen appliances and has a basic understanding of the industry's logic, offering products with some highlights and selling points, but they are not particularly outstanding (they are rather conventional). For example, the fully-embedded升降油烟机 they exhibited was already introduced by FOTILE in 2023 and was also a key product showcased by Casarte at AWE2024. Similar examples include 超薄油烟机, dishwashers, and 微蒸烤 appliances.

This is also the biggest impression that追觅厨电 left on the audience at AWE2025.

So, is it possible for Dreame to become the "catfish" in the kitchen appliance industry? The answer from Trendy Home Appliances Network is no, because Dreame is still following an old path in the kitchen appliance industry, a path of following, and a continued struggle in a fiercely competitive market. Perhaps overshadowed by its predecessors, when compared horizontally with Xiaomi's kitchen appliances, Dreame has yet to leave a "mark" in the kitchen appliance industry and has not found a solution from the existing "technology patent pool."

From the perspective of the entire industry, the kitchen appliance sector is not lacking in high-quality products, innovative designs, or creativity, with established brands like Fotile, Robam, and Vatti leading the way, and a well-developed supply chain system (meaning OEM is easily accessible). For most companies, the most critical and pressing challenge lies in breaking through via distribution channels and deepening their presence in the replacement market.

Trend Home Appliance Network once stated in the "2024 Kitchen Appliance Market Analysis Report: 'National Subsidy' is a Variable and an Accelerator of Polarization" that, from a macro perspective, the entire kitchen appliance industry is pessimistic, with the core reason being the lack of consumer motivation. Therefore, in recent years, everyone has been competing on parameters, prices, and performance.

This is also the largest two "variables" in the kitchen appliance industry today: consumption scenarios and consumption mindset.

From a consumption perspective, the kitchen appliance industry has shifted from an "incremental" market to one that is characterized by both "incremental and存量市场". Trendy Home Network is more inclined to believe it has already entered the "存量 market." This is in stark contrast to the cleaning appliances industry, which is still experiencing growth. Currently, for new entrants, the kitchen appliance industry is not very welcoming. Under the conditions of a存量 market, without national subsidies, it is quite challenging for new brands to "take" market share from existing brands.

From the perspective of consumer psychology, the main consumer demographic has shifted to the post-95s and post-00s generations, whose consumption mentality leans more toward rationality. Another notable change is that a significant portion of the "middle class," previously associated with paying for a quality lifestyle, has now retreated to the "ordinary class." As a result, we observe that most brands have moved toward "price competition," which will have a substantial impact on mid-to-high-end brands.

In the stock market, the main demand comes from replacement, meaning that demand is becoming "fragmented," which poses higher requirements for the breadth of channels. However, looking at Dreame's current channels, although both online and offline layouts have been implemented, the advantage is clearly more prominent in the online channel. Yet, competition in the online kitchen appliance market is even fiercer, and there is greater sensitivity to pricing, which clearly does not align with Dreame's positioning as a high-end smart kitchen brand.

From an industry perspective, truly excelling in the kitchen appliance category requires comprehensive offline channel deployment and experience, a path that brands like Xiaomi and KAD are currently pursuing. In a sense, this also represents the biggest hurdle for new entrants, as the challenge for kitchen appliance companies is not so much the product itself, but rather the layout of channels and how to find consumers in an existing market.

This is also the biggest "challenge" that Dreame kitchen appliances face.

From another perspective, after entering the major appliance and kitchen appliance sectors, Dreame will face competition from household appliance giants such as Midea, Haier, Hisense, Skyworth, and Xiaomi. How to carve out a share in a mature market with established brand systems will be the key to whether Dreame can break through.

From Dreame's perspective, entering the large home appliance sector should only be a small part of Dreame's expansion into multiple product categories. There have been numerous rumors in the industry about Dreame planning to manufacture cars or even aircraft. If these rumors prove true, for a company with annual revenues of around 10 billion yuan, it would face multiple pressures related to funding, talent, distribution channels, and more.

So, how should we view Dreame entering the kitchen appliance market?

Dongqi Think Tank believes that it is not difficult for Dreame kitchen appliances to survive with the existing system and channels, but to make further progress and establish a foothold in the industry like Xiaomi, there is still a long way to go. The challenges faced by Dreame include both industry-wide dilemmas and strategic planning issues of the brand itself.

History always repeats itself in astonishing ways. The paths we pursue today have been tread countless times by those before us. The best way to avoid the pitfalls they encountered is to walk the path ourselves.