667In recent years, the global small home appliance market has experienced explosive growth.
According to data from Statista, the estimated revenue of the global small home appliance market will reach $266.3 billion in 2025, with a projected compound annual growth rate of 4.55% from 2025 to 2030.
By 2030, the total global sales volume of small home appliances is expected to reach 4.16 billion units.
Image source: Statista
Among them, European and American households are the absolute main consumer group in the small home appliance market.
Closed residential environments lead to poor air circulation, and extreme climates have fostered a reliance on heating and cooling devices. Appliances such as cooling fans, heaters, and air purifiers have gradually become essential purchases for American families.
Against this backdrop, a home appliance brand from Shenzhen, China, keenly captured the business opportunity, targeting the European and American markets with high-end appliances designed to meet the needs of these households. This approach allowed the brand to stand out in the cross-border e-commerce sector and carve out its own market space.
In just three years since its establishment, its overseas business revenue has surpassed 1 billion yuan. This brand isDREO.
Image source: DREO
From Major Corporation to Independence: The Founding Team’s Genetic Advantage
The birth of the DREO brand is inseparable from its deep accumulation in the field of cross-border e-commerce.
According to reports, its founder, Mr. Wei, was once the rotating CEO and former partner of ZBT, one of the "Amazon Three Heroes" alongside Anker Innovations and Patoxun. In 2020, at the peak of ZBT's revenue of nearly 5 billion yuan, he chose to leave and start his own business. In September of the same year, he registered Shenzhen Hesheng Innovation Technology Co., Ltd., launched the DREO brand, and embarked on the path of independent branding.
Relying on the supply chain management and overseas channel operation experience accumulated at ZBT, the DREO brand set a clear goal from its inception: to solve the pain points of European and American households with high-end products, rather than relying solely on low-price competition.
Image source: DREO
Product Strength Breakthrough: Using Technology to Solve Real Needs
The core competitiveness of the DREO brand lies in transforming user pain points into a driving force for technological innovation.
Research shows that the brand team found European and American consumers' demands for home appliances focus on four dimensions: quiet operation, safety, intelligence, and energy conservation/environmental protection. To address these, DREO made targeted breakthroughs in product design, incorporating ultra-quiet features, enhanced intelligence, and safety protection. These product highlights quickly earned DREO market recognition.
Image source: DREO
Localized Marketing: “Subtraction” on Social Media
Unlike many brands that pursue high-traffic exposure, DREO's social media strategy focuses more on precise targeting and scenario-based communication. The team believes that home appliances are a high-decision-cost category, and users need authentic and trustworthy usage experiences. Therefore, the brand adopts differentiated approaches on platforms such as TikTok and YouTube.
TikTok: Focusing on Lifestyle Seeding
On TikTok, DREO mainly promotes its products through short videos shot in collaboration with mid-tier influencers.
These short videos are concise and clear, showcasing the core functions of the products. Influencers record real-life usage scenarios, bringing the brand closer to users.
For example, TikTok influencer @rubenrecommends, who has 114,600 followers, shot a creative promotional short video for DREO. After the video was posted, it received 14,300 likes.
Image source: TikTok
In the video, the TikTok influencer integrates the DREO tower fan into a home setting, demonstrating its quiet operation, non-disruptive sleep, and voice control support.
Many users expressed great interest after watching the video, leaving comments below:
"This is a great fan."
"Fans can help circulate air in the summer."
"This is not an ordinary fan. The breeze it produces is comfortable and quiet, just like natural wind."
Some users who were influenced to buy and started using it even said:
"Since I bought the DREO fan, I haven't turned on my air conditioner at home."
Image source: TikTok
YouTube: Deep Dive into Professional Reviews
On YouTube, DREO collaborates with professional influencers to produce in-depth product review videos, explaining the product’s performance and advantages from a professional perspective.
For example, collaborating with tech blogger @Automate Your Life, they produced a professional analysis and review video for the Dreo Smart Fans product, which garnered 84,000 views.
Image source: YouTube
Many users were attracted by the features after watching the video, placed orders, and left comments in the video’s comment section after experiencing it themselves:
"I bought this for my office because I can't install a ceiling fan. Your review is spot on. I never thought I would fall in love with a fan. It's great and totally worth the extra money."
"I have to tell you, I received my DREO fan today and I love it!!! Setting it up and connecting to Alexa was super easy. The breeze it produces is amazing, and it will definitely replace my vacuum cleaner. Thank you for telling me about it."
"Just bought one, I love it, and I plan to buy another. It produces more air than any of my tower fans. Great video!"
It is clear that overseas users are highly receptive to this professional review promotion method, which greatly influences their purchasing decisions.
Image source: YouTube
Building an Independent Website: Key Layout for Constructing the Brand’s “Moat”
From its inception, DREO began building its own independent website, making it the core platform for brand image display and user operations. It provides users with one-stop services such as after-sales consultation, warranty application, and accessory purchases, avoiding the hassle of switching between different platforms and enhancing the continuity of the user experience.
From the perspective of brand development, building an independent website also brings additional security to the brand. When third-party e-commerce platforms impose purchase restrictions or encounter other issues, users can directly place orders through the independent website, ensuring a smooth sales process.
Image source: DREO
Conclusion: Going Global Is a Must for Chinese Brands
The DREO brand has pointed out a clear path for other domestic companies intending to go global: use technology to directly address pain points and open up the market, build trust through localized communication, and gain brand voice through independent websites.
In today’s increasingly fierce global competition, going global is no longer a matter of choice, but a necessary path for Chinese manufacturing to break into the upper reaches of the global value chain.
Only by continuously expanding overseas markets and enhancing the brand’s international influence can one occupy a more advantageous position on the global stage.
