Recruiting people with a monthly salary of 200,000 yuan, is the top seller going to re-invest in a new category?

This year, most cross-border e-commerce companies have planned to slow down their pace, reduce or even suspend recruitment. Even leading companies such as SHEIN and Anker have only released a recruitment plan of around 1,000 people. However, Suzhou electrical appliance upstart Zhuimi Technology has chosen to recruit on a large scale and offered high salaries for new positions, as if it is planning a rapid expansion.

Hiring more than 3,000 people, is Damarow planning to expand?

Due to poor performance, many sellers have tacitly chosen to reduce or suspend recruitment plans in an attempt to minimize labor costs, but the big seller Zhuimi Technology is doing the opposite and is hiring on a large scale.

Data from a recruitment website shows that Dreame Technology currently has more than 3,500 positions available, far more than SHEIN's 1,500 and Anker's 865, showing a trend of rapid expansion. Most of these positions are in technology, human resources, supply chain, design, product, and operation, requiring experienced applicants, and are mainly located in cities such as Suzhou, Shenzhen, Shanghai, and Xiamen.

Dreame Technology is headquartered in Suzhou, and the most recruited technical positions are also located here, most of which require more than 3 years of experience and a salary of more than 15K. Some positions can have a monthly salary of up to 500,000*15 salaries. The second most popular position is the positions in the entire supply chain, which mostly require more than 5-10 years of work experience. For example, the monthly salary of a supply chain manager is 30,000-40,000*15 salaries; the monthly salary of a cost manager is 24,000-30,000*15 salaries.

As a sweeping robot is selling well, it is understandable that Dreame Technology focuses its human resources recruitment on key links such as products, technology and supply chain. However, the editor learned that Dreame Technology, as a sweeping robot player, has recently released signature information about clothing positions.

Dreame Technology is recruiting senior business analysts in Nanshan District, Shenzhen , offering a salary of 18,000-30,000*15 months. A closer look at the recruitment requirements reveals that the position requires the ability to lead business analysis in the field of apparel and fashion, and prefers leadership experience and business operation experience in the apparel/fast fashion field. The headquarters is located between the Yangtze River Delta and the Pearl River Delta.

On another recruitment website, the editor found that Dreame Technology is still recruiting a clothing brand manager in Suzhou , offering a high salary of 100,000-200,000*15 months. The job requirements mentioned that the position requires more than 10 years of clothing brand management experience, and those with experience in well-known brand management are preferred.

From the number of recruits, positions and key requirements, it is not difficult to see that Dreame's future layout plan is to enter the clothing category, and start from scratch. Could it be that it will also do fast fashion? The span seems a bit big. You should know that before this, Dreame Technology mainly made smart home appliances and had a very impressive resume.

In 5 years, a new electrical appliance brand emerged from Suzhou.

As a company focusing on smart home appliances, Dreame Technology's products cover four categories, including sweeping robots, cordless vacuum cleaners, smart floor scrubbers, and high-speed hair dryers. In 2019, it began to export its products overseas through channels such as Amazon and AliExpress. Currently, its products are very popular in the United States, Germany, France and other regions.

Compared with many big companies, Dreame Technology was founded not long ago. It was founded in Suzhou in 2017, but it has received a lot of financing. From 2018 to 2023, Dreame Technology has completed 7 rounds of strategic financing, and its investors include IDG Capital, Xiaomi, Shunwei Capital and other industry giants.

And Dreame Technology did not disappoint the expectations of investors and delivered a series of impressive report cards.

At the beginning of its overseas expansion, Dreame Technology made its mark in the smart cleaning appliance market with its low prices, and its vacuum cleaners and sweepers ranked No. 1 on the AliExpress Europe and Amazon France lists. With the support of capital, the company's revenue has also been rising, from 500 million yuan in 2019 to more than 2 billion yuan in 2020, and then to 4 billion yuan in 2021. When industry demand faced challenges in 2022, Dreame Technology's overseas business still maintained a 60% growth.

Today, Dreame Technology has become one of the fastest growing technology companies in recent years, and has also completed the transformation from a supplier of Xiaomi's ecological chain to a leading brand in the industry. Not only does it rank first in market share in Southeast Asia, but Dreame Technology's market share in Germany and Italy has also exceeded 37%, continuing to occupy the first position in the industry.

In 2023, Dreame Technology has achieved great success, ranking top in multiple categories on Amazon Prime Day . As a result, Dreame Technology's international business revenue increased by more than 120% year -on-year . Among them, the omni-channel GMV in Europe reached 12.5 million euros (about 100 million yuan), and the categories of sweepers and floor scrubbers ranked first, an increase of 1045% compared with the same period last year.

This soaring situation continued until the first quarter of 2024, and the international market still contributed half of Dreame Technology's revenue. In regions such as Italy, Dreame Technology's products are still selling well.

At first glance, the road ahead for Zhuimi Technology is smooth, but with constant hidden worries, can it achieve its goal of "being the first in the industry in technology, market share and profit in the next three years"?

With complaints coming one after another, can Dreame Technology handle the situation?

Dreame Technology must have a strong foundation to be able to reach the top in just a few years. It is understood that Dreame Technology currently has more than 2,000 employees , of which R&D personnel account for more than 70%, and annual R&D investment accounts for more than 10%.

Benefiting from this, its high-end robot X40 Pro Ultra rushed to the top of the best-selling model list as soon as it was launched. It is understood that this product has opened up the gap with high-end products of the same level in terms of sweeping, mopping, self-cleaning, obstacle avoidance and navigation, so it has won unanimous recognition from users and its sales volume is far ahead.

However, Dreame Technology, which has been making great strides, also faces hidden worries.

In April, a colleague broke the news: "There are problems with the US Amazon store of Dreame Technology, and the products are no longer available for purchase." The comments under the post were even more shocking. It seemed that the above problems of Dreame Technology were caused by fake orders and variants.

In addition to being removed from Amazon, Dreame Technology is also facing issues such as product quality and patent disputes. On a certain complaint platform, there are more than 2,000 search terms for Dreame Technology, most of which focus on product quality and after-sales service. Some consumers complained that the handle of their sweeping robot fell off only half a year after they bought it; some people used the sweeping robot for five months and it broke down. In addition, patent lawsuits with competitors are also ongoing, with a cumulative amount of about 80 million yuan in claims.

The competition in the smart small home appliance market is fierce. Judging from online sales, Dreame Technology is hard to get into the first echelon and still ranks behind competitors such as Ecovacs and Stone. Although it started with smart home appliances, in today's situation, it seems reasonable for Dreame Technology to increase its investment or enter a new track.

Dreame Technology

recruitment

apparel