On July 22, the 3TREES New Culture and Branding Upgrade Announcement was successfully held at the Putian Headquarters Park of Intoxicating Beauty, Fujian. Guests, experts, and partners from within and outside the industry gathered to witness this important moment in the development of 3TREES. Focusing on the core themes of "health" and "Chinese paint brands," the announcement introduced a new image covering various aspects, such as the "Health+" standard and home renovation, through the positioning upgrade of new culture, new strategy, and new brand. With the reaching upwards corporate spirit, 3TREES explores the future path of Chinese paint. 

Imitation of Nature, Reaching Upwards

Official Release of 3TREES' Fifth Cultural Upgrade

Culture is the source of 3TREES' continuous growth. This cultural upgrade is based on insights and choices made to meet new challenges and adapt to new situations in line with the development requirements of our new era and decade. Adhering to the corporate philosophy of “Imitation of Nature," it comprehensively strengthens the hardworking spirit of the 3TREES associates and puts forward the corporate spirit of “Reaching Upwards." The release of the new Imitation of Nature is not only the confirmation of organizational direction but also an inspiration and encouragement for all employees and partners, driving 3TREES associates to strive to become a world-class coatings leader.

3TREES, Immediate Move-in Healthier Chinese Paint Brand

Comprehensive Branding Upgrade

Brand strategy is the key to a company's steady development. Through an all-dimensional brand upgrade, including new brand positioning, new brand slogan, and new corporate logo, 3TREES continues the deeply ingrained "3TREES, Immediate Move-in" brand slogan. Centered on the concept of "3TREES, Immediate Move-in Healthier Chinese Paint Brand," it conveys to the public that 3TREES will use higher standards and more environmentally friendly national brand products to meet the people's growing need for a better life. With firm national confidence, it lays a solid foundation for 3TREES' future market expansion.

As a leader in Chinese paint, 3TREES pays great attention to the study of current trends in the Chinese building materials market and the fulfillment of consumers' needs for a better life. With its proved craftsmanship and strong research capacity, it takes on the responsibility of an industry leader, continually upgrading and transforming the production environment, innovatively developing pure formulas, and bringing a comprehensive upgrade to the "Health+" standard. This creates new quality productivity and sets a precedent in the industry.

Simultaneously, with the positive guidance and strong support of national policies, 3TREES keeps pace with the times and fully promotes the strategic upgrade of home renovation. Breaking the traditional product sales model, 3TREES constructs an integrated 7-in-1 product delivery service model with a double-package model, laying out the repainting track through channel layout and user coverage. Utilizing the "light profitability" model, it drives the upgrade of home paint renovation strategy from price competition to value competition. This not only meets the people's aspirations and pursuits for a better life but also injects new vitality into the development of the home paint industry.

At the announcement, the awarding ceremony for 3TREES' national No. 1 position in architectural engineering coatings was held. According to important market insights released by the world's authoritative market research organization Euromonitor, based on in-depth analysis and research, and calculated by sales of building coatings through engineering channels, 3TREES firmly holds the top spot in the national architectural engineering coatings market with its leading market performance.

In the context of the comprehensive rise of national brands, 3TREES is realizing its grand goal of going global with firm steps and outstanding strength. As Mr. Hong Jie, the Chairman and President of 3TREES, mentioned at the announcement: "Like a tree, reaching upwards is the inherent character of 3TREES. With a new look and new model, 3TREES will march firmly toward the path of high-quality development." Looking forward, 3TREES will bring consumers healthier and more environmentally friendly paint products, promoting the Chinese paint industry towards higher standards and green sustainable development!

Data Source: Euromonitor International (Shanghai) Co., Ltd.. Based on the sales of building coatings through engineering channels in Chinese mainland by various brands in 2023, Engineering channels refer to sales channels with customers being B-end users (such as various construction projects), Building coatings refer to wall coatings, floor coatings, various functional coatings, and base materials and auxiliary materials used in conjunction for decoration and protection. Research was completed in June 2024.