Recently, the "One Heart One Billion" Overall Decoration Alliance Launch of Shengdu Home Decoration ("SD") and its 20th anniversary launching ceremony were successfully held in Hangzhou. During the launch, 3TREES officially joined the "One Heart One Billion" Overall Decoration Alliance, becoming one of the 17 members of the alliance. The strong alliance between 3TREES and SD will bring consumers higher quality, healthier products and better, warmer home decoration service experience.

At the launch, Jia Huaqin, President of Zhejiang Architectural Decoration Industry Association, Yun Zhirong, former President of the association, Yu Rongsheng, Deputy Head of Gongshu District, Hangzhou, Lou Wei, Secretary of Party Working Committee of Xiangfu Street, Gongshu District, Hangzhou, and Hu Yanan, Secretary General of Decoration and Parts Industry Branch of China Building Decoration Association and other leaders were present.

Representatives and important members of SD, 3TREES and other famous enterprises of the alliance celebrated the establishment of the "2022 One Heart One Billion" alliance. Celebrities from the industry, such as Zhang Yongzhi, Vice President of Yoju, President of Yoju Research Institute, Chen Yanfei, Vice President of Yoju, Zhang Feng, Vice President of Zhejiang Architectural Decoration Industry Association, Executive Deputy Director of Chinese Commission on Culture of Human Settlements, Chinese Culture Promotion Society, founder and design director of Hangzhou Fangcun Architectural Design Office, Huang Jingmei, founder of Mr. Stylish, Director of Chinese Commission on Culture of Human Settlements, Chinese Culture Promotion Society and founder of ADCC Living Art Institution, and Wang Tonghu, general manager of Decoration Paint Department, 3TREES was present and witnessed the event. More than 30 media companies from the industry were also present to report the unprecedented event.

The strong alliance grasping the critical changes in the home decoration industry

In 2022, in the face of China's economic environment changing from high-speed growth to high-quality development, as well as the rising spending on improving people’s living conditions, becoming an important pillar of consumption changes, the overall decoration mode has gradually become the trend. Driven by the environment, the entire home decoration industry is also facing unprecedented changes.

The “One Heart One Billion” strategy, taking SD as the core, unites the major branded home decoration enterprises, integrates their resources, and amplifies the advantages of group purchases, which is an optimization of the industrial structure. 3TREES joining this year's robust upgraded version of the “One Heart One Billion” strategic alliance has built a strong alliance with the "like-minded" friends, which will bring customers less time-consuming and energy-consuming home decoration experience with better products.

Hu Yanan, Secretary General of Decoration and Parts Industry Branch of China Building Decoration Association

Hu Yanan, Secretary General of Decoration and Parts Industry Branch of China Building Decoration Association said, “the ‘One Heart, One Billion’ Alliance was established to solve the pain point of uncertainty about home decoration. The ability to integrate the supply chain is the core competitiveness of an enterprise in the future. Empowered by digitalization, as well as the reversed transmission of the pressure from the entire market, the brands must move toward synergy and integration, forming a product-based, customer-oriented situation in order to achieve the super fission effect of ‘1 + 1 + 1 = 111’.”

The “One Heart One Billion” strategy, taking SD as the core, unites the major branded home decoration enterprises. Since the launch of the strategy in 2021, SD has joined hands with 8 leading brands in the industry to upgrade its supply chain system and promote the actual transformation of B2B2C model. 3TREES’s joining the alliance will once again promote a win-win cycle for SD, its partner brands and customers.

Wang Tonghu, General Manager of Decoration Paint Department, 3TREES (left)  Yan Weiyang, Founder of Shengdu Home Decoration (right)

The core of 3TREES's corporate culture is the "Imitation of Nature", and SD has the core value of "Going the Right Way". Both parties have the original aspiration of providing a better life for people. At the level of corporate culture, SD and 3TREES are a good match.

Wang Tonghu, General Manager of Decoration Paint Department, 3TREES, said in an interview, "Shengdu Home Decoration, very strict in selecting its material supply chain system, has been cooperating with all the top brands in the building materials industry. Now Shengdu is deepening its supply chain, starting the upgrade of the industrial chain for home decoration industry, and creating a higher quality home decoration service together with 3TREES. 3TREES will provide eco-friendly, quality, and healthy painting products and work together with Shengdu to provide consumers with safe and satisfying service. 3TREES and Shengdu will continue to take advantage of their respective brands, products and channels, and bind deeply from the front-end users to the back-end after-sales, in order to present quality services to users. "

Mr. Wang also mentioned that this year is the 20th anniversary of SD, which is also the 20th anniversary of 3TREES. The two companies are deeply connected, both in terms of future strategic development and cultural philosophy. 3TREES is very honored to cooperate with SD for long-term cooperation and provide people with better home life.

Yan Weiyang, Vice President of Beike and founder of SD, said in an interview, "3TREES has promoted the development of the whole paint industry in China, and SD is also a leading company in the home decoration industry. We hope to cooperate with excellent leading enterprises to promote better development of the industry, especially with such good and cost-effective products, so that domestic brands can become increasingly well-known and better serve consumers."

3TREES accepting the changes in consumer groups, and meeting customized needs

The current post-90s population has gradually grown into the main force of home decoration consumption. When being asked whether 3TREES has created a business department for young people, Wang Tonghu, General Manager of Decoration Paint Department said, "3TREES is communicating with its potential consumers in the ways that young people like more efficiently and deeply. Through online and offline channels, we have created very creative and trendy interactive games, achieve cross-industry resonance of spreading messages, and attract strong flow for the marketing of our brands."

The lifestyle of young people is changing and so is the home environment. 3TREES has been paying close attention to the changes in the industry, so it proposes a new value of lifestyle, hoping to explore the possibilities of the longing lifestyle together with users and understand the diversified and personalized needs of a wide range of users. Mr. Wang also mentioned that the "young generation" has become the trendsetter of the home furnishing industry in recent years. 3TREES’s spokespersons, Wu Dajing and Gu Ailing, are typical representatives of the young generation, who are energetic, aspiring, hardworking and full of passion.

3TREES also targets the young generation in terms of its product development. It has cooperated with the world-class IP, Pokémon. The interesting and well-known IP makes more young users pay attention to 3TREES’s brand, which is also a positive attempt of its strategy targeting the young generation. At the same time, 3TREES focuses on high-end products and services, with the research and development concept of "ultimate health, ultimate performance and ultimate application", and "green, eco-friendly and healthy" throughout the whole process of its product development. Meanwhile, it has always devoted itself to the research, development and application of environment-friendly and energy-saving low-carbon products, established the standard of "healthy products determine healthy living conditions", and set the "health +" corporate standard, higher than most international health standards, providing users with healthy eco-friendly green products, guarding the health of each family.

As a leader in the paint industry, 3TREES always practices the core value of win-win with its partners and will continue to promote the healthy development of green and healthy products and the industry in the future by working together with SD and more partners of the industry chain.