In recent years, competition in the faux-stone coating market has grown increasingly fierce, with rampant price wars and severe product homogenization, causing many brands to steadily lose ground in this red-ocean market. Surprisingly, however, it is not the traditional industry giants but rather a rising local force from Guangxi that has managed to break through the pack and maintain a leading position in the sector— Meilijia 。
 

In the recently released “Top 30 Chinese Retail Stone-Effect Coatings Companies 2026” ranking by Paint New Vision, Meilijia has powerfully secured a place among the national top four, firmly anchoring itself in the leading tier with revenue exceeding RMB 100 million and emerging as the industry leader in Guangxi’s stone-effect paint sector. Even channel partners and project contractors—known throughout the industry for their exacting standards—are now proactively seeking closer collaboration with the company.

In 2019, Meilijia officially entered the faux-stone paint market, starting with annual sales of just RMB 2.5 million—a modest beginning that few could have foreseen would one day spark a seismic shift in the industry. Yet Meilijia has since stunned its peers with a string of impressive milestones: in 2023, it surpassed RMB 100 million in revenue; in 2025, its year-on-year growth exceeded 40%, with over 2,500 offline stores nationwide and more than 50,000 country villa coating projects completed, spanning much of China.

Meanwhile, Meilijia has won Rural Luxury Villa Gold Stone Award It has received numerous prestigious awards, including the Artisan Service Gold Award and the HuaTu Cup Best Technology Award, and has been recognized as a Top 30 Meritorious Brand in China’s Retail Faux Stone Coatings sector, a Meritorious Brand in China’s Country Villa Industry, and a Benchmark Enterprise in the Faux Stone Coatings Industry.

While other brands are slashing prices to survive and scaling back their operations, Meilijia is aggressively expanding its market footprint and defying the trend to claim the top spot. In a fiercely price-competitive, low-margin environment, what exactly has enabled Meilijia to achieve this remarkable feat?

Meilijia has consistently demonstrated a long-term strategic vision, adept at identifying market opportunities and unlocking new growth potential. While the traditional real estate market has cooled and project payment collections have become challenging, most brands remain mired in internal competition; Meilijia, however, has set its sights on a true blue ocean—painting for rural villas. By leveraging the triple-engine synergy of product strength, service excellence, and channel capabilities, Meilijia has seized the opportunities of the times and achieved sustainable, leapfrog growth.
 

In 2025, Meilijia will completely break free from the quagmire of low-price competition and focus on building a “Five-Dimensional In-Depth Cultivation” system—comprising in-depth material research, meticulous process refinement, service enhancement, deep integration of partnerships, and robust ecosystem development—to underpin the brand’s high-end upgrade through a comprehensive methodology. At the same time, the company will comprehensively upgrade its “Ten Thousand Stores in a Thousand Cities” strategy and delivery capabilities, undertaking end-to-end iterations across product intelligent manufacturing, service systems, point-of-sale empowerment, and partnership models. Within its production bases, Meilijia will implement a “3+8+5+3” quality-control framework, taking bold steps toward nationwide expansion, systematic operations, and premium positioning.
 

The ability to effectively execute strategy is the core competitive barrier. Meilijia’s Meiqi Jun Business School has established a three-dimensional empowerment system that integrates “technological upgrading, marketing breakthroughs, and resource integration.” In particular, the Paint Business Owner Executive Program imparts a comprehensive methodology covering technology, customer acquisition, and operations to its partners, thereby systematically cultivating leading regional distributors on a large scale.
 

The “Rise of a Hundred Cities, Action by Hundreds of Millions” paint-and-decorating wealth-creation exchange conference has traveled to 300 cities across 23 provinces and five autonomous regions, establishing a nationwide, multi-dimensional service network. Meanwhile, the themed campaign “Select Ten Thousand Model Properties, Build the Pinnacle of Stone-Effect Finishes” uses ten thousand real-world villa projects as a testament to quality. In addition, Meilijia is actively participating in the second “Mingliu Cup” Villa Paint-Decoration Excellence Case Selection, submitting benchmark villa projects from Jiangxi and Henan provinces. The superiority of products and craftsmanship is readily apparent in these real-world examples—this is precisely Meilijia’s unwavering commitment to delivering unparalleled paint-application results.
 

Today, Meilijia experience stores span multiple provinces, including Guangxi, Hunan, Jiangxi, Yunnan, Guizhou, and Hainan, with a service operations center network of over 200 locations and a team of 30,000 gold-standard painting technicians. With a customer satisfaction rate exceeding 98%, Meilijia has consistently maintained its position as the industry benchmark for service excellence.

While most brands in the industry still rely on traditional advertising and offline sales efforts, Meilijia seized the opportunity at the very outset of the short-video traffic boom in 2020, establishing a strong foothold in new media and making online customer acquisition its core competitive advantage.

Meilijia does not engage in indiscriminate, wasteful ad spending; instead, it focuses on the most pressing challenge faced by distributors—customer acquisition—by building a standardized content system. This system codifies replicable strategies for filming, editing, and traffic generation, while establishing a proprietary media library. As a result, even partners with zero prior experience can easily launch online operations, significantly lowering the barrier to customer acquisition.

To further expand its brand influence, Meilijia has strengthened its promotional strategy by leveraging a diverse array of channels, including local television stations, live-streaming platforms, and short-video apps, with individual live broadcasts attracting as many as 100,000 viewers.

Building on this foundation, Meilijia has innovatively developed a “Sky Network + Ground Network + People Network” market model: the Sky Network drives online traffic, the Ground Network strengthens offline support, and the People Network expands franchise and partnership opportunities. Together, these three networks create seamless integration across traffic acquisition, distribution channels, and service delivery.

Data show that online promotion has become Meilijia’s core growth engine, with more than 80% of its customers originating from new-media channels, continuously driving rapid revenue growth. For instance, a distributor in Hainan, under Meilijia’s expert guidance, produced a promotional video that garnered over 10,000 views on its very first day of release—and subsequently closed a single order worth more than RMB 300,000. Such real-world success stories are playing out across the country on an ongoing basis.

In addition to its online content strategy, Meilijia has expanded its outreach to key platforms such as the China International Coatings Show, million-dollar vehicle-wrap advertising campaigns, aviation media, and major high-speed rail hubs, ensuring brand exposure across the country. This multi-channel, integrated approach has created a robust, omnichannel communication network that amplifies the brand’s reach and resonates with a broader consumer base.
 

While many paint brands tout “innovation,” Meilijia translates technology into core competitive strength. In 2025, Meilijia introduced the “Technological Symbiosis” model, partnering with Baderfu By fostering deep collaboration among core raw-material suppliers, we will jointly conduct R&D and share production capacity, thereby optimizing formulations and product performance at the source.

Meanwhile, in collaboration with Guilin University of Technology and the Institute of Microbiology, Guangdong Academy of Sciences, Dimei Bio Collaborate with top-tier research institutions to establish industry–university–research platforms, tackle cutting-edge technologies in the industry, and swiftly translate laboratory breakthroughs into market-ready products.

Meilijia’s vision extends far beyond this: with an open-minded approach, it frequently collaborates with industry leaders such as Oriental Rain Hong, North New Jia Boli, Fujian Tianze, and Yibin Tianyuan, fostering resource sharing and mutual exchange to transcend narrow, intra-industry competition and achieve shared growth.