Yu Hao, the ambitious founder and CEO of smart-home giant Dreame Technology, has initiated a sweeping legal offensive against the digital landscape. On May 4, Yu announced via social media that the company is suing 168 accounts across major Chinese platforms, including Xiaohongshu, WeChat, and Douyin. The lawsuits target what Dreame describes as organized 'black PR' and the dissemination of false information intended to harm the company’s reputation and its founder’s image.
This legal crusade is not merely about defensive posturing; it is a response to an increasingly vitriolic environment for Chinese consumer tech brands. In March, Dreame’s integrity department reported a surge in 'water army' activity—coordinated efforts where paid trolls were allegedly hired for as little as three yuan per post to disparage Dreame’s robotic vacuums. By escalating these grievances to the courts, Yu is signaling that the era of ignoring online dissent is over for high-growth tech firms.
Beyond the external litigation, Yu Hao is doubling down on a controversial internal strategy that blurs the lines between corporate duty and personal social media presence. In an unprecedented move, he has mandated that all employees become brand ambassadors, calling for them to produce three videos daily for personal social media accounts. To incentivize this, Yu is offering significant cash rewards: up to 100,000 RMB ($13,800) for employees who reach 100,000 followers, a move he jokingly admitted might lead the company to 'bankruptcy through bonuses.'
The company is also tightening its grip on internal dissent. Dreame has filed a civil lawsuit against a former employee, identified as Mr. Lin, for leaking internal chat logs. Yu accused the former staffer of maliciously sharing sensitive internal dialogues and attempting to hide his tracks by blurring and compressing the content. This multifaceted crackdown—on both external critics and internal leakers—reveals a leadership style that prioritizes absolute control over the brand narrative as Dreame expands its global footprint.