DEERMA, an innovative electrical appliance brand founded in 2011, is focused on the research, production, and marketing of environmental humidifiers, vacuum cleaners, small household appliances, small kitchen appliances, and other categories of products. Centering on direct control of the entire industry chain and precise selection of products, it produces innovative small appliances with excellent design, high quality and high cost effectiveness.
DEERMA’s humidifiers, stick vacuum cleaners and other products have set the standards for the industry. Through an experienced young management team, DEERMA offers strong online operation capabilities. It plans to extend its overseas footprint and launch a global development strategy.
Evolve into an innovative product company loved by one billion consumers worldwide. With efficient management, ultimate supply chain, and the creation of ultimate single items as our core development strategies, we strive to achieve a prime operating revenue of more than 10 billion yuan by 2023.
Customer focus, struggle-oriented, talent first, innovation, teamwork, sincerity and trustworthiness.
Brand Mission
“Improve the details of life through products, enabling people to enhance the quality of life”
As people continue to pursue the quality of life, there are numerous details that can be improved in life. With innovation and creativity, DEERMA creates high-quality small appliances, improving those neglected details of life, and satisfying consumers’ desire to enhance the quality of life by starting from the subtleties.
Product Ideas
“Design should not exude a kind of fake luxury, but be a necessity to enjoy life”
DEERMA believes that the product is closely related to life. Product design should be closely connected with life. We should re-design the daily life familiar to consumers, and make products a cherry on top to improve the details of life. Good design can stand the test of life’s daily realities, and in turn a good life ties into ingenious design.
Elaborately select materials, take a deep dive into the process, and carefully develop a broad range of products, with perfectionism kept in every detail.
Thoughtful and Superior
Think for you, go beyond what you think, and constantly optimize the experience at each step, so that superior services can go the distance.
There are different kinds of colorful life. Explore the essence of diversified life, and make the quality of life for users a reality.
DEERMA About Honor
iF Product Design Award
Created in 1953, the iF Product Design Award, also known as the “Oscar Award in Product Design”, is held annually by the iF Industrie Forum Design, the oldest industrial design organization in Germany.
Award-Winning Products
2-in-1 Garment Steamer
Lint Remover
Non-fog Humidifier
Cordless Vacuum Cleaner
Travel Incense Dispenser
Red Dot Design Award
Dating back to 1955, the Red Dot Design Award is one of the top internationally recognized global industrial design awards. It is also viewed as the world’s top 3 design awards along with the iF Product Design Award and the Inspiring Digital Enterprise Award (iDEA).
Award-Winning Products
Negative Ion Hand Dryer
2-in-1 Handheld Garment Steamer
Cordless Vacuum Cleaner
K-Design Award
The K-Design Award is one of the top 3 design awards in Asia, which attracts outstanding contestants from various countries around the world to compete every year.
Award-Winning Products
Hand Dryer
Vacuum Cleaner
Steam Cleaner
Mite Remover (CM2000)
Cordless Vacuum Cleaner(VC20)
Lint Remover(MQ815):Gold Prize
Foldable Garment Steamer(HS006):Gold Prize
AWE Award
This is the most influential and credible product selection and recognition event in the field of home appliances and consumer electronics in China today, a representative of the highest level of new products and the very latest in technology in the industry in the year.
Award-Winning Products
Multifunctional Folding Cooking Pot
Combined Steam Iron Press
Wireless Light and Heat Mite Controller Set
Golden Pin Design Award
With a history of four decades, the Golden Pin Design Award is a professional, authoritative and reputable design competition, which is hailed by the media as the “top design award in the global Chinese-speaking community” and the “Golden Horse Awards in the Design Circle”.
Award-Winning Products
Multifunctional Steam Cleaner
Top Fill Humidifier
Financing history
Round a financing of RMB 500 million
Round a + financing of RMB 330 million
Round B financing of RMB 380 million
Since June 2018, three rounds of financing with a total of 1.2 billion yuan have been completed. After the completion of financing, Delma accelerated the layout of brand marketing, product R & D and international development, increased the basic investment in product R & D and brand building, continued to bring a series of high-quality small household appliances to global users, and improved the quality of life.
R&D and Quality Control Center
The experienced engineer team focusing on continuous innovation has so far developed more than 300 patented products, along with over 120 patent-pending products. The 1800㎡ test center is provided with 8 million sets of self-contained test equipment, and has obtained test qualifications from multiple foreign certification agencies. The ISO17025 standard has been strictly followed.
11 Specialized Laboratories
Integrated Safety Laboratory
EMC Laboratory
Simulated Environment Laboratory
Parts Laboratory
Physical and Chemical Laboratory
RoHS Laboratory
Noise Testing Laboratory
Packaging and Simulated Transportation Laboratory
Material Laboratory
Life and Durability Laboratory
Product User Experience Room
Manufacturing Base
DEERMA now has a manufacturing base of 100,000 square meters, with more than 30 modern manufacturing lines, and increased production of high-quality home appliances per day to 60,000 units. In 2021, it is investing in the construction of a 320,000sqm smart factory production base, which is expected to be completed and put into production in 2022, providing a strong support for high-quality products.
Omni-channel Operation
200 channel platforms
130 countries and regions
DEERMA has operated on 200 channel platforms including mainstream e-commerce and social e-commerce in China, with a global channel footprint. Its products have been sold in over 130 countries and regions across Southeast Asia, America, and Europe.
Founded in 2011, DEERMA lives and breathes its dedication to becoming an innovative product brand well received by 1 billion consumers around the world. With 2,000 employees as of February 2021, the company is headquartered in Shunde, Guangdong, and operates in Beijing, Shanghai, and Hong Kong, China as well as the Czech Republic, France, Germany, the UK, Russia, and other countries and regions. Now with three major divisions – Small Appliances, Water Purification Solutions, and Bathroom Accessories, DEERMA specializes in small household appliances, small kitchen appliances, personal care and beauty appliances, massage equipment, water health appliances, smart bathroom products, and other categories.
Brand design
In 2006, a young and professional brand design team led by the company's founder Cai Tieqiang founded the Feiyu brand to provide brand image planning and creative design services.
Online Retailers
In 2010, we seized the explosive growth opportunity of domestic e-commerce to shift the focus of our business to e-commerce operations, and developed strategic partnership with leading brands at home and abroad with e-commerce visual design as our characteristic service.
Private brand
Private labels
In 2011, DEERMA came at a time of the company’s decision to create its private label after accumulating some experience in e-commerce operations. Delmar was conceived. With its extensive practical experience in e-commerce, DEERMA ranked No. 1 in sales of the humidifier category across the network in as little as a few months.
Private Brand
Development of e-commerce & private labels
From 2012 to 2017, DEERMA signed contracts with VATTI and Vanward brands in the agency operation business sector. Since 2014, it has signed agreements with brands such as Galanz, Samsung and Gree. As of 2018, the gross merchandise value (GMV) created for the agency operation brands mounted to 10 billion yuan, leading to a wealth of e-commerce operation capabilities with DEERMA. Its private brands maintain a CAGR of over 50%.
Multi Brand
Multi-brand development
During the period from 2018 to 2020, the company acquired Philips' global water purification business, and established Wellskins with YUNJI through a joint venture structure, Dr. Dan in partnership with Xiaomi, Nature Bathroom Accessories in collaboration with NATURE HOME, and other professional brands, transforming its business strategy from a single brand to multiple brands.
Since 2021, with continuously enhanced capabilities, the company has become a leader in the innovative small appliances industry in China. Looking into the future, it will continue to consolidate its internal strength and strive towards the goal of being a world-class small appliance enterprise.
Contact Us
Guangdong Deerma Technology Co., Ltd.
No. 4, Longhui Road, Malong Village Committee, Beijiao Town, Shunde District, Foshan City
Post code:
Service hotline:
400-8309-932 / 0757-29892680
Domestic business:
Global OEM business:
Asian business:
Overseas and cross-border cooperation and investment promotion:
Cooperation with DEERMA in distribution through new media/official account:
Management and operation of distribution business on Tmall and