Dreame CEO Mandates All Employees to Create Short Video Marketing Content

[Company Update] Dreame Technology CEO Yu Hao has required employees to post three daily videos showcasing products and core technologies, sparking widespread public attention.

Core Development: Company-Wide Marketing and High-Profile Diversification Trigger 'LeEco-Style' Skepticism

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  On April 30, 2026, CEO Yu Hao issued an internal email mandating all employees to create accounts on platforms such as Douyin (TikTok), Xiaohongshu (Little Red Book), and Bilibili, and post three videos per day introducing company products and core technologies.

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  A tiered incentive program was introduced: employees reaching 10,000 / 50,000 / 100,000 followers will receive bonuses of RMB 10,000 / 50,000 / 100,000, respectively, with the goal of building a matrix of over 20,000 employee-run accounts.

Strategic Rationale: An Aggressive Brand Strategy Driven by Traffic Acquisition

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  Yu Hao previously publicly criticized Xiaohongshu for having "toxic values" and announced plans to sue rumor-spreading bloggers and the platform itself.

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  The company recently made a high-profile debut at the Beijing Auto Show, unveiling a supercar concept, low-altitude aircraft, and humanoid robots, accelerating its strategic pivot from home appliances into automotive and aerospace sectors.

Industry Impact: Comparisons to 'The Next LeEco' Intensify Controversy

Dreame’s aggressive marketing tactics and rapid expansion across multiple industries have led to frequent comparisons with failed ventures like LeEco and Byton, raising market concerns about the company's long-term sustainability.