On March 25, the 2022 Winter Olympic Dream - Wealth Virtual Summit of 3TREES Engineering was successfully held. Mr. Hong Jie, Chairman and President of 3TREES Group, Mr. Lin Dedian, Senior Vice President of 3TREES Group, Mr. Cui Jingtao, Vice President of 3TREES Group and General Manager of Engineering Paint Division, Mr. Gu Meng, Director of Public Communication of 3TREES Group Brand Center, Dr. Lin Jinbin, Director of Product Management Department of Engineering Paint Division of 3TREES Group, and over 10,000 engineering dealers gathered online, and discussed the new policies, new technologies, new models and new racing tracks in the building materials and coatings industries. The summit provided an update on the annual meetings of the National People’s Congress and the National Committee of the Chinese Political Consultative Conference (“Two Sessions”), and drew a blueprint vital to the interests of 3TREES partners, giving all the participants motivation and high expectation.

A thorough briefing on the “Two Sessions” lays out new opportunities for development

At the beginning of the summit, Mr. Hong Jie, Chairman and President of 3TREES Group, delivered a speech - Briefing on the Two Sessions and Interpretation of the Macroeconomic Situation. During the Two Sessions, Mr. Hong Jie attended the meetings arranged by the organizer as a Deputy to the National People’s Congress, and put forward eight proposals on topics concerning the development of the industry, including green consumption, green development, people’s livelihood and welfare, and the industrial development of Fujian province.

Chairman Hong said that the building materials industry has entered a new stage of green and innovative development. The 14th Five-Year Plan has set the strategic goal of high-quality development, and placed unprecedented importance on innovation. 3TREES will grasp the opportunity and undertake its duties to play a central role in promoting high-tech and innovative development and drive the high-quality development of the coatings industry through scientific and technological innovation. Also during the meeting, Chairman Hong provided an interpretation of the favorable policies announced at the Two Sessions for the building materials and coatings industries, noting that a correct assessment of the general trend is the most important strategy, and now is still the best time for the development of the building materials and home decor industries.

In 2021, 3TREES maintained cultural confidence and strategic determination, and continued to grow against the trend, hitting a new high in operating revenue. 3TREES acquired Fuda and Magma, and entered the business of energy-saving and environment-friendly materials of green buildings; stepped up the development of innovative and micro-innovative products, and launched the SEN Sci-Tech Decorative Board, waterproof photovoltaic roofing and other green technology products, further enriching the “6-in-1” product line; supported the partners in increasing profitability, carried out win-win cooperation with partners to build the brand of green Winter Olympics, and made significant progress in growing the influence of the 3TREES brand.

In 2022, 3TREES will continue to pursue high-quality and high-speed development, with a balance between scale and efficiency. 3TREES Engineering will make persistent efforts to optimize the channel structure, find race tracks with high development potential, pool resources to build competitive barriers, and reinforce the profit model to reach the 10 billion target. In the meantime, we will further intensify the efforts of Winter Olympic marketing, foster the high-end image of a leading Chinese brand, strengthen innovation and micro-innovation, develop marketable products through the strategy of differentiation, and create greater values for customers by putting their interests front and center. We will work with our partners to seek win-win and common development and gather strong confidence to move toward a shared future!

The advertising of Winter Olympics attracts public attention to the 3TREES brand

Since its establishment, 3TREES has been committed to the concept of green development and environmental protection, and emerged as a leading Chinese brand in the highly fragmented paint market. In August 2020, 3TREES started making its contribution to the health and safety of the Olympic Winter Games Beijing 2022 and showed the world the Winter Olympic quality of “Made in China”.

Mr. Gu Meng, Director of Brand Management Department, Key Account Center of 3TREES Group, shared the Achievements of a Leading Chinese Brand in the Winter Olympics. 3TREES provided green paint and painting guidance for more than ten key Winter Olympic projects, including the National Ski Jumping Center “Snow Ruyi” and the Olympic Village in Zhangjiakou, to ensure the health of athletes and others; painted “green & eco-friendly” helmets for the Chinese national short track speed skating team, who delivered an amazing performance on the sporting field; provided the “green medal” painting service for the Games, leaving memorable moments like Gu Ailing “biting the gold medal” after snatching her first gold. During the Olympic Winter Games Beijing 2022, the 3TREES-enhanced athlete village is safe to stay, helmets are safe to wear and medals are safe to bite, which provides an important guarantee for the recognition of 3TREES’s products and brand. It also gives an upgrade to the globalization of the 3TREES brand and further enhances its visibility and influence in the world.

3TREES signed endorsement contracts with the champions of Olympic Winter Games Beijing 2022 Gu Ailing and Wu Dajing, became the coatings industry partner of the Chinese national short track speed skating team, and triggered a red whirlwind in the market with an “overwhelming” Winter Olympic advertising campaign. These intensive marketing efforts have boosted the confidence of 3TREES customers and empowered the dealers. As more and more customers choose the 3TREES brand and work with 3TREES on joint projects, they have shared in the benefits of the Winter Olympics and gained stronger confidence in growing with 3TREES. Going forward, 3TREES will continue to go at top speed with its customers, and ride on the wind of the Winter Olympics to improve business together.

Switching to a new race track and seeking a new model of development

From top-level sports events, to star athletes, and to gold-medal teams, 3TREES has seized the opportunity of the Olympic Winter Games Beijing 2022 to upgrade its brand, and demonstrated to the public its vision and corporate responsibility in the new era. In the meantime, 3TREES opens green channels in the supply chain for its strategic partners through nationwide production planning, and provides a full range of support services, including an explanation of technical details and construction consulting, through its integrated construction system to ensure the smooth operation of engineering projects and enhance customer satisfaction during the delivery phase.

Mr. Lin Dedian, Senior Vice President of 3TREES Group, said in the Work Report of 3TREES Key Account Center that against a complex environment of both opportunities and challenges, 3TREES has committed itself to strategic transformation. By stabilizing growth, strengthening the weak links, improving the race track, and achieving high performance, 3TREES has gradually established comprehensive competitiveness that helps secure its lead in the industry. At the same time, 3TREES has advanced innovation in organization and management, optimized the partnership system featuring co-creation and benefit sharing, promoted the digital transformation of the company, empowered the growth and development of 10,000 partners, and constructed a business community of manufacturers, providing a strong driving force for the high-quality and high-speed development of the enterprise.

In the next five years, the 3TREES Key Account Center will firmly expand and strengthen the engineering paint business cluster, coordinate the development of the energy-saving and waterproof building materials, industrial coatings and new home decor materials business departments, and implement the strategy of synergized development of the industrial ecological chain. At the same time, we will accelerate the construction of the coating ecosystem, and make full use of the first-mover advantage of our 6-in-1 integrated system to expand the value of the synergized operation.

Joining hands with partners to open a new strategic chapter

 In the field of engineering, 3TREES has been growing the fastest in the past five years in the world’s engineering and architectural coatings industry. While achieving initial progress in the transformation of channel structure, 3TREES has also notably enhanced its engineering brand power. It has been awarded the “Most Preferred Supplier Brand of Top 500 Chinese Real Estate Developers” ten times in a row, received a total of 20 authoritative awards in the industry, and won the “Top 100 Excellent Suppliers of the Real Estate Industry” six times. With its strong product power and brand competitiveness, 3TREES Engineering has already participated in several national projects and provided supporting services for them.

Crisis nurtures new opportunities, and change opens new prospects. Mr. Cui Jingtao, Vice President of 3TREES Group and General Manager of Engineering Business Group, gave a detailed presentation on the Annual Work Report and Fifth Five-Year Plan of the Engineering Business Group. 3TREES Engineering will leverage the strength of its 6-in-1 integrated system to promote product innovation and upgrade services, and move forward on the new race tracks. In the meantime, 3TREES will continue to empower its customers and help partners achieve business transformation and lead on the new race tracks.

In the coming five years, 3TREES will carry on the spirit of the Winter Olympics, accelerate the pace of transformation, grasp the opportunities of the industry, develop low-carbon new building materials, and continue to celebrate moments of glories with partners.

Focusing on green technologies to build a sustainable industry

As the first enterprise in the industry to provide an integrated 6-in-1 one-stop system of green construction materials and services, encompassing interior and exterior wall coatings, waterproofing products, insulation materials, auxiliary materials, floor coatings and construction, 3TREES has extended its lead in the engineering field at a faster pace, vigorously developed green building materials, and stayed committed to the research of environment-friendly and energy-saving low-carbon products, which has given 3TREES its unique product advantage to stand out in the fierce competition.

Driven by the goals of carbon peak and carbon neutrality, 3TREES Engineering has captured the trend of resource-conserving, lightweight and construction-friendly exterior walls to promote the upgrade of traditional decorative materials, and ushered in a new era of low-carbon exterior wall decoration. The official launch of two new stone imitation paints, i.e. constant-color hemp stone and sand-color hemp stone, will give a strong boost to the green and low-carbon development of the construction industry.

Dr. Lin Jinbin, Director of Product Management Department of Engineering Paint Division of 3TREES Group, said in the report 6-in-1 Green Building System and High-tech Product Strategy that “3TREES has the strongest R&D capacity of the industry, devoted the largest number of R&D engineers and the highest R&D spending in the industry, and built five industry-leading R&D platforms and six technology centers. The company has taken the lead in building the 6-in-1 integrated system of green building products, established the most complete network of products with stable and excellent quality, and developed a number of industry-leading or original black-tech or high-tech products. This has enabled 3TREES to provide users with ultimate products and services, generate more and better profits for partners, and introduce green products that lead the trend in the industry”.

A correct assessment of the general trend is the most important strategy. In 2022, 3TREES will maintain its strategic determination and cultural confidence, ride on the wind of the Winter Olympics, deliver greater business performance, and join hands with partners to transition toward the new race track and green channel, seek win-win results and grow business together, and realize the grand vision of “supporting the earth and greening the world” at an earlier date. Together for a shared future!