On March 27, 2022, the 3TREES X Tmall Super Brand Day, the first of its kind in the Chinese paint industry, was opened under the theme of “China 3TREES, Healthy Immediate Move-in”. During the event, 3TREES released the White Paper on the Painting Industry together with Tmall, and introduced more benefits to the Chinese consumers with an upgraded Immediate Move-in 2.0 painting service. The Super Brand Day further boosted consumers' awareness of 3TREES’s one-stop painting service and established a new future for the industry!

In 2021, China achieved the first centenary goal of building a moderately prosperous society in all respects. Household income has been steadily rising, and the policy-backed adjustment of the real estate market has led to a boom in the home decor industry. The increase in the transactions of newly built, second-hand and in-stock apartments has pushed up demands for home decor paints. At the same time, the home decor industry is expanding its presence online. With the rapid progress of consumption upgrades, the quality of paint products and services has become the focus of consumer attention. Driving by the high-speed growth of average transaction price, the paint market on the Tmall platform has witnessed exponential growth in sales over the past three years.

The sustainable growth of household income has also triggered a shift in consumption pattern. The demands of consumers in the new generation are increasingly personalized and diversified. For them, improving the living environment is not just a rigid demand, but also a path to a better life. In the white paper, 3TREES has made an in-depth analysis of the three core consumer groups in the painting industry and provided targeted painting solutions for different groups: Generation Z likes trendy colors and a relaxed and indoorsy lifestyle, and therefore prefers the one-stop service; the white-collars are mostly the bread-earners of their family, and good effect is what they care most. They value quality and service, and focus on the environment and health; the middle-class pays attention to texture and overall effect, and aspires to create a cozy living space with diversified products and supporting services.

Due to problems such as “long construction period, lack of transparency and no guarantee of quality”, the traditional mode of painting service has lost the trust of consumers. In response to the new consumer demands and expectations in the painting industry, 3TREES Immediate Move-in has joined hands with Tmall to upgrade its one-stop painting service in six dimensions, i.e. expanded scope of services, quicker service response, more quality service brand, more professional service delivery, more carefree service supervision, and more reassuring service guarantee, bringing one-stop touch-the-heart home decor services to more Chinese families and meeting their diverse needs of customized home decor solutions for their new homes.

Capturing the trend of the expanded online home decor market and diversified and customized home decor services, 3TREES and Tmall jointly launched the campaign of 100 free Immediate Move-in opportunities, setting a benchmark of B2C model for the service industry. Wu Dajing, gold medalist of the Olympic Winter Games Beijing 2022 and 3TREES brand spokesperson, joined 100 3TREES customers from across the country to experience the upgraded Immediate Move-in 2.0 service as its recommendation officer. Immediate online booking, immediate free basic inspection, immediate customized planning, immediate contract signing, immediate overlaid protection, immediate full-scale construction, immediate progress feedback, immediate acceptance check upon completion ...... efficient and standardized services are provided throughout the process, and the average construction period for streamlined paining is as low as 4.3 days per household. 3TREES completed the renovation of 100 families nationwide with high quality and efficiency, and invited the public to witness the upgrade of the Immediate Move-in service by showing them the whole renovation process. The campaign marks a new experience and breakthrough in the service model of the home decor paints industry. While boosting consumer confidence and generating new consumer demands, it has also facilitated the healthy and orderly development of the whole paint industry.

“Grab what you want without waiting, and start your dream life right away.” During the Tmall Super Brand Day, 3TREES again set a benchmark for the industry with another upgrade in response time, deferred compensation and reassuring services. Upgrade in response time: 3TREES promises to “respond in 2 hours, deliver door-to-door service in 24 hours and pay a compensation of 100 yuan/order for untimely response”; upgrade in deferred compensation: 3TREES promises to “pay a compensation of 200 yuan/day if the construction goes beyond the period agreed in the contract; upgrade in reassuring services: visualization of all the key services, and all-round protection both before, during and after the sales. “China 3TREES, Healthy Immediate Move-in”. During the Super Brand Day, 3TREES, together with Tmall, maintained transparency of the upgraded service by visualizing all the key points of interest so that the consumers could have greater certainty about the services they receive. It has not only set a new standard on delivery efficiency and service guarantee for the industry, but also created a better painting experience for more Chinese families.