As the first smart technology brand to present a complete intelligent ecosystem on the Spring Festival Gala stage, Dreame Technology leveraged the event's phenomenal exposure to achieve a full-scale surge in its online live-streaming rooms. Key platforms including JD.com, Douyin, and Tmall saw simultaneous spikes in traffic and order volume, setting new historical records and establishing a benchmark for technology brands in achieving both brand recognition and sales impact through the Gala.
According to Dreame’s Spring Festival performance report, search popularity across the internet saw an overwhelming increase shortly after the Gala began. On Chinese New Year’s Eve, Dreame’s search heat reached 35 times the industry average, securing a dominant lead. Following the holiday, Dreame’s official flagship store rose to the top position in the home appliance category across all platforms.
This success was not limited to a single product category. During the Spring Festival period, Dreame’s vacuum cleaners and washing machines, among other products, topped bestseller lists on Tmall and JD.com. Taking Dreame’s washing machines as an example, they not only ranked first on Douyin’s large appliance live-streaming sales chart but also attracted over 100,000 simultaneous viewers. A special live stream hosted by the company’s president achieved a gross merchandise value exceeding one million yuan, with peak viewership reaching 180,000.
Under this synergistic growth effect, sales of Dreame’s large appliances such as refrigerators, air conditioners, and washing machines generally increased by three to five times in Douyin live streams. Multiple live-streaming sessions attracted daily viewership surpassing 10,000, with likes exceeding one million.
More notably, new product categories also performed strongly. During the holiday, Dreame’s major kitchen appliances saw sales on Douyin increase by over 320% month-on-month. New small kitchen appliances quickly climbed to first place on JD.com’s real-time hot-sales chart after their debut. The smart ring, which made its first appearance during the Gala, rapidly topped bestseller lists on multiple e-commerce platforms after the broadcast. In other words, any product featured during the Gala quickly found its way into users’ shopping carts.
Historically known for its overseas expansion and market capture abroad, Dreame has now evolved from an “export standout” into a “national brand” following this year’s Spring Festival Gala. This shift in perception is reflected not only in online live streams but is also expected to drive momentum across offline channels and future product launches.
The overwhelming live-stream traffic is both an honor and a new starting line. As user expectations rise to new heights, only continuously evolving core technology can sustainably meet market demands. As an internal Dreame source stated, “Traffic can buy temporary buzz, but only technology and systematic capabilities can earn users’ long-term trust.”
The Gala’s “traffic explosion” offers a key lesson for the industry: in an era of diminishing traffic dividends, brands need not only exposure but also the systemic capacity to convert that traffic—from core technology and product strength to supply chain, live-stream operations, and user reputation. Every link determines whether massive opportunities ultimately translate into tangible gains. So far, Dreame Technology has delivered a high-scoring response.
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