In the context of the era of self-improvement of domestic products, the national paint brand represented by 3Trees is accelerating its rise. According to the latest 2023 annual report, 3Trees achieved revenue of 12.48 billion yuan last year, a year-on-year increase of 10%; The net profit attributable to the parent company was 174 million yuan, and the net operating cash flow increased by 47%. In the context of the overall downturn in the industry, 3Trees has delivered a brilliant report card of growth against the trend.
Recall that 20 years ago, the domestic paint market was almost monopolized by foreign brands. However, since 2010, local brands such as 3Trees have sprung up, and their market share has continued to rise with a channel layout closer to national conditions and an accurate grasp of customer needs, competing head-on with foreign brands such as Nippon.
In recent years, 3Trees has been driven by "culture + innovation" to accelerate the high-end transformation of the brand. Last year, 3Trees joined hands with the Palace Museum to launch the "National Paint and National Color" series of art paints, which perfectly integrated traditional Chinese colors with modern painting techniques, reflecting a deep understanding and interpretation of traditional culture. In addition to art paint, 3Trees has been innovating and continuously upgrading product performance in each track, developing 278 new product projects and upgrading 696 old products and reducing costs last year.
(Three Trees× Palace Museum Culture Collaboration)
Behind the continuous enhancement of product strength is 3Trees' persistent independent innovation. Last year, 3Trees invested RMB 289 million in R&D, with more than 700 R&D personnel and 130 invention patents, all of which are at the leading level in the industry. At the same time, 3Trees has also continuously strengthened industry-university-research cooperation, carried out further research on key technical bottlenecks in the field of coatings and chemicals, and promoted the innovation and development of the industry. In many subdivisions, 3Trees has successfully broken through the "stuck neck" technology.
After years of hard work, 3Trees' reputation and market appeal are no longer what they used to be. According to the data, at present, the number of followers of 3Trees, JD.com, Taobao and other foreign giants has comprehensively surpassed Nippon, and there are nearly 200,000 offline outlets, and the advantage of channel sinking is very obvious.
After becoming a leader in the architectural coatings industry, 3Trees put forward a new strategic plan, vigorously entered the field of industrial coatings, accelerated its layout in aerospace, shipbuilding, automobile and other fields, and was committed to breaking the monopoly pattern of foreign capital and adding new momentum to the national coatings industry. At present, 3Trees has developed a series of high-performance industrial coating products, such as epoxy glass flake paint, new energy power battery pack fireproof coating, insulating powder coating, etc., and officially began to lay out the wind power coating track last year.
According to the list released by the China Coatings Industry Association in March this year, 3Trees has ranked among the top 20 coatings in the world, becoming the only Chinese company on the list. Hong Jie, chairman of 3Trees, also said that it will comprehensively explore overseas markets and take advantage of the "Belt and Road" to bring national coatings to the world. Standing at the starting point of the new era, 3Trees is firmly practicing high-quality development, promoting comprehensive transformation and upgrading, and moving towards the grand goal of "moving from a national brand to a world-class coating enterprise" with "culture as the root and innovation as the soul".
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