新华社 | 三棵树：绿满世界的中国品牌梦

Core Viewpoint - The article discusses the transformation of the company "三棵树" (Three Trees) from a focus on "healthy paint" to becoming a significant player in the national paint industry, emphasizing its brand evolution and commitment to high-quality development [1][5]. Group 1: Company Overview - 三棵树涂料股份有限公司, founded by 洪杰 23 years ago, has grown to become a leading brand in the domestic paint market with a brand value exceeding 562 billion [5]. - The company has successfully positioned itself among the top global decorative paint enterprises, showcasing its commitment to innovation and quality [5]. Group 2: Health Paint Initiative - The concept of "健康漆" (healthy paint) was introduced in 2002, with the launch of "金叶墙面漆" (Golden Leaf Wall Paint), emphasizing zero VOCs and undetectable formaldehyde [9][10]. - The slogan "马上住" (Move in Immediately) challenged industry norms, promoting a healthier living environment and gaining significant market respect [10]. - 三棵树 has continuously upgraded its health standards, launching the "健康+" water-based paint standard and evolving its service model to include a comprehensive ecosystem [10]. Group 3: National Paint and Industrial Coatings - The company has expanded into industrial coatings, targeting sectors like aerospace, automotive, and renewable energy, which are predominantly controlled by foreign brands [11]. - 三棵树 has collaborated with institutions like Shanghai Jiao Tong University to develop advanced protective coatings, winning prestigious awards for its innovations [11][12]. - The company aims to enhance domestic production capabilities in industrial coatings to ensure supply chain security and competitiveness [11]. Group 4: Cultural Integration - 三棵树 emphasizes the importance of corporate culture, rooted in the philosophy of "道法自然" (Dao follows nature), which guides its business practices and long-term vision [16]. - The company integrates traditional Chinese cultural elements into its products, offering a wide range of colors inspired by Chinese heritage and collaborating with cultural institutions to promote national art [18][19]. - 洪杰 envisions a global presence for 三棵树, aiming to share Chinese aesthetics and values through its products worldwide [19].