Xiaomis

Dreame has more than doubled its revenue in Europe in recent months and Spain has become its key market for the next step: replicating Xiaomi’s manual eight years ago. Why is it important. The Chinese company has not only come to sell vacuum cleaners. It has come to build a complete connected home ecosystem that fully competes with traditional European brands. Dyson, Philips or Bosch compete in design and brand prestige, but Dreame focuses on another aspect: offering 80% of the quality at 40% of the price. It is the same strategy that Xiaomi used to conquer Spain: launch an anchor product at an aggressive price, quickly gain market share and expand to the rest of the home. The current situation. Dreame has reported a 139% growth in its year-on-year revenue in Europe between January and July 2025, as published Expansion. Spain has exceeded the company’s initial expectations, which now plans to open two physical stores in Madrid and Barcelona. The brand already operates combining online sales with presence in MediaMarkt and El Corte Inglés. Although the greatest weight remains in digital, the physical channel is growing. The background. The expansion plan goes far beyond robot vacuum cleaners: At IFA 2025, Dreame presented a complete ecosystem of 22 product lines, 15 of them new. It will soon launch televisions, dishwashers, air conditioners and small kitchen appliances in Spain. It will also consolidate its personal care range with hair dryers and straighteners, and add robotic lawnmowers and pool cleaners. It is the exact copy of the Xiaomi model: You enter with a competitive technology product at a disruptive price. You gain market share quickly. You build loyalty with an ecosystem of connected devices. And you expand category by category until you become a relevant player in the market. Xiaomi, by the way, entered the field of large household appliances in Europe just a few days ago with the trojan horse strategy. In detail. The commitment to innovation is the central argument of Dreame. More than 60% of its staff is dedicated to R&D and it has more than 6,300 patents worldwide. At IFA he announced a cleaning robot capable of climbing stairs or with an arm to clean in difficult areas. But that race “for innovation” has also taken them to court. Dyson sued Dreame for marketing two stylers very similar to its Airwrap model. The Unitary Patent Court ordered the provisional withdrawal of two models of these hair stylers in Spain due to their similarity to the British device. Whether or not the blood reaches the river (Dreame is going to resort), it is evident that there is inspiration in Dyson. You just have to look, for example, at the air purifier in the image that heads this article. The contrast. The question we ask ourselves at this stage is how long Dyson, Philips, Bosch and company can last before losing market share. Dreame is the type of China in the shoe (pun intended) that makes the grown-ups very uncomfortable and against which there is no easy antidote. Traditional brands have built their business on design, prestige and high margins. Dreame offers them direct competition in technical quality at less than half the price. It is the same dilemma that European mobile phone manufacturers had to face years ago when Chinese brands arrived. AND We already know how that movie ended.. At stake. If Dreame replicates Xiaomi’s success in Spain, European brands will have to face a difficult decision: Or they lower prices (and margins) to compete. Or they accept a progressive loss of market share. The third option, less likely, is that one of them will progressively weaken and end up being bought by a Chinese competitor seeking quick access to European distribution and Western brand prestige. The same thing happened with the Swedish Volvo, the British MG or the Italian Pirelli: they all ended up in Chinese hands at some point this century. For now, Dreame avoids giving specific figures about its growth plans. But the strategy is clear: Spain is a key market for its international expansion and the company is going to redouble its efforts to expand its presence. The physical stores in Madrid and Barcelona are just the starting signal. In Xataka | Xiaomi is no longer a brand: there are several brands fighting over the same logo Featured image | Dreame