Major smart cleaning manufacturer Dreame appears to be making a significant strategic pivot, with recent job postings in China revealing an ambitious plan to expand its smart home ecosystem under the Matter standard.
The company, which secured a global top-three market share for smart vacuums in the first quarter of 2025, as IDC reported, is actively recruiting for a core “Ecosystem Product Manager” role, signaling a major investment beyond its established market.
In such firms, the hiring of new product managers is often a leading indicator of business expansion. A detailed job description (in Chinese) for the position strongly suggests that Dreame is preparing a large-scale entry into new smart home categories, specifically targeting “smart lighting, security, energy, and home appliances” with Matter integration at the forefront. This move was further underscored at IFA 2025, where the company showcased an entire ecosystem of new products, moving far beyond its cleaning roots.
An ambitious Matter expansion
While Dreame has already established a solid global position, with market data showing it holds the number one revenue share for robotic vacuums in several European countries reported by Business Review, this new strategy marks a new chapter. The job description outlines a responsibility to “plan the rollout pace of device categories, prioritizing high-frequency scenarios,” explicitly naming lighting and security as key areas. This aligns with the broad array of devices, from kitchen appliances to air conditioners, unveiled at the recent Berlin tech show IFA.
The ultimate goal, as detailed in the recruitment post, is to build comprehensive, “scenario-based ecosystem experiences.” This indicates a shift from selling standalone devices to creating an interconnected home environment. The company is looking to develop solutions for “whole-home security, energy management, and elder care,” which would leverage a wide array of new sensors and appliances working in unison. This strategy aims to improve user retention and build a “sticky” ecosystem where consumers are invested in the Dreame platform.
A hybrid strategy for Matter
The job posting provides critical insight into Dreame’s technical strategy in Matter, revealing a two-pronged approach to ecosystem building. The company is seeking product managers who can define and plan a technology roadmap that includes both native Matter integration and Matter bridge compatibility with existing proprietary protocols.
This mixed-solution approach involves developing new products that support Matter natively, likely using protocols like Matter over Thread, to ensure future-proof devices that can seamlessly connect with any other Matter-certified product. In the meantime, the job description suggests creating or utilizing Matter bridges to integrate devices that use private, non-Matter protocols. This hybrid model is a savvy move to address device fragmentation, allowing Dreame to rapidly expand its compatible device list and ensure a more consistent user experience from the start.
The responsibilities listed for the Ecosystem Product Manager go far beyond simple product development. They paint a picture of Dreame’s intention to become a central player in the smart home space, akin to a platform owner.
The role involves setting “ecosystem cooperation standards,” designing “device onboarding specs,” and establishing a “certification system.” Furthermore, the position will be responsible for driving commercialization through monetization models such as “certification service fees, data services, [and] value-added features.”
By recruiting experienced professionals with a deep understanding of Matter, Thread, and Zigbee, Dreame is signaling that its investment is not a tentative experiment but a full-throated commitment. This move, combined with its demonstrated market growth and expansive showing at IFA 2025, positions the company to compete directly with established smart home giants by building a comprehensive and interconnected platform, with Matter as its core tech stack.
Thanks to Anto for tipping Matter Alpha.
(Source: Boss Zhipin, Dreame, IDC, Business Review; Image Source: Dreame, Matter Alpha)
