Chinese appliance brand Dreame Technology has appointed former Anker and Realme executive Harold Xu as its new Australian marketing manager, a first for the business, as the company faces continuing questions over disputed market share claims and its global promotional strategy.

Xu joins Dreame after previously heading marketing and retail operations at Anker Innovations who are currently undergoing a major restructure in Australia.

He also spent approximately 12 months as marketing manager at Chinese smartphone brand Realme, which is owned by consumer electronics giant BBK Electronics.

Realme had a short and largely unsuccessful run in Australia before its local presence was wound back, amid questions surrounding the certification of some devices being shipped into the market.

Xu’s appointment comes after ChannelNews challenged Dreame over claims that it was the number one robotic vacuum cleaner brand in Australia.

Dreame initially cited IDC data to support the claim.

However, IDC subsequently told ChannelNews that it does not collect Australian appliance market data.

ChannelNews asked Dreame, through its PR agency, to identify the data supporting the claim.

The company later shifted its messaging, saying it had manufactured more than 10 million robotic vacuum cleaners globally.

 

The advertisment above originally appeared referencing IDC as the source.

 

After ChannelNews questioned the use of claimed IDC data reference to the global research Company were removed.

Dreame has now returned to claiming a number one position, but with the qualification that the ranking applied to only one quarter of 2026.

The changing claims raise questions about the accuracy and consistency of Dreame’s marketing as it attempts to build credibility in the highly competitive Australian robotic vacuum cleaner market.

The company’s judgement has also been questioned following a recent global event attended by Australian and international media.

Dreame selected former Microsoft technology evangelist Robert Scoble as a keynote speaker, despite longstanding controversy surrounding allegations about his behaviour at industry events.

Journalist Quinn Norton previously accused Scoble of groping her at a conference.

Media in the USA ran comparisons of Scoble’s activities to those of Harvey Weinstein

Her allegation emerged alongside other accusations of sexual misconduct and harassment. Scoble has also publicly discussed his past problems with alcohol.

His appearance at the Dreame event prompted concerns among some US technology media, with the decision described as a serious failure of judgement by the company’s global marketing operation.

Questions have also been raised about Dreame’s global PR agency, WE Communications, and the scrutiny applied to claims distributed on the company’s behalf.

Dreame claims its Australian business recorded 120% year-on-year growth during the first half of 2026, driven by demand for premium robotic vacuum cleaners.

Management also claims its stick vacuum business grew by 600%, while sales of wet and dry cleaners increased by 350%.

What Dreame has not disclosed is the size of the sales base used to calculate those increases.

Dramatic percentage gains can be achieved from a small starting point and provide little indication of the company’s actual market position.

Dreame has also relied heavily on Amazon promotions and aggressive discounting as it attempts to build volume against better-established competitors including Roborock and Ecovacs.

The company recently opened a new Australian office at Rhodes in Sydney, with Xu now facing the challenge of rebuilding confidence in Dreame’s marketing claims while establishing the brand as a credible long-term competitor.