On July 7, the Nanhai Litai Crowne Plaza Hotel in Foshan, Guangdong, was abuzz with industry elites. The 13th Annual Coatings Industry Development Conference 2025, themed “Unite Our Strengths, Set Sail for a Bright Future,” was held here with great pomp and circumstance. Tang Wenhai, Chairman of Meilijia Technology Group, was invited to attend the event. Together with over 300 industry leaders, government representatives, and renowned experts and scholars from companies including Nippon Paint, Beixin, Bader, Sherwin-Williams, and San Shu Ke, he gathered to decode industry development trends and outline a new blueprint for high-quality growth.

At the critical juncture where globalization and industry transformation converge, this grand gathering of industry wisdom has charted a clear course for China’s coatings industry. For Meilijia, which is currently surging ahead in the national market, attending this event is not only an opportunity to gain insight into cutting-edge trends but also a powerful boost that will fuel the group’s next phase of high-quality development.

01 A Duet of Breaking the Impasse and Setting Sail for the Horizon

At the opening ceremony of the conference, Wang Baoxiang, Vice President and Secretary-General of the China Association of Architectural Decoration and Finishing Materials, directly addressed the industry’s pain points. He frankly admitted that the coatings industry is currently facing a triple-layered pressure: shrinking demand resulting from the deep adjustment of the real estate market, low-price, disorderly competition triggered by overcapacity, and uncertainty brought about by the complex and ever-changing international situation.

Tang Wenhai, Chairman of Meilijia Technology Group

Qiu Hongze, Vice President of the China Association of Building Decoration and Renovation Materials and Deputy General Manager of North New Materials, proposed a “four modernizations” path for industrial upgrading: low-carbonization, high-endization, digitalization, and internationalization. He particularly emphasized that, in the domestic market, companies need to deepen their presence in lower-tier channels, seize opportunities in township areas and urban renewal projects, accelerate the shift from commercial construction to residential decoration, and enhance service quality.

These strategic guidelines perfectly align with Meilijia’s development trajectory. Starting from Guilin, Guangxi, the company has achieved a stunning transformation—from a regional brand to a nationwide enterprise—thanks precisely to its targeted positioning in lower-tier markets and continuous upgrades to its services.

02 The transformation from 2.5 million to being among the top three in the industry

Since its founding in 2015, Meilijia Stone-Effect Paint has consistently been driven by innovation and anchored in quality, achieving leapfrog development within just a few short years.

Thanks to its precise grasp of market trends, Meilijia saw its sales soar to 10 million yuan in 2020, surpassing 70 million yuan in 2021 and successfully crossing the 100-million-yuan mark in 2022. In 2023, with a New Forces Index score of 93.7, Meilijia made its debut in the top three of China’s faux stone coating industry, truly emerging as a dark horse in the sector.

Even more astonishing is that, in 2025—a year when the industry as a whole was under pressure—Meilijia achieved expansion against the trend. As of now, the number of Meilijia franchise stores nationwide has exceeded 2,000, and its channel network now covers the entire country.

03 Dual-Drive of Green Certification and Technological Innovation

During the “Global Vision + Technological Breakthrough” segment of the conference, Meilijia’s development experience served as a vivid example of practicing high-quality growth. As a pioneer in the industry’s green development, Meilijia was awarded the “National Green Product Certification” in 2023, becoming an industry benchmark for environmental protection.

Meilijia now holds dual certifications for the quality and environmental friendliness of its stone-effect coatings, having obtained the national quality certifications ISO9001, ISO14001, and ISO45001, as well as the French A+ environmental certification. In 2022, Meilijia established a joint laboratory with Baderfu Group and signed a strategic industry-academia-research cooperation agreement with the University of Technology, providing continuous momentum for product innovation.

At the company’s headquarters, a state-of-the-art 30,000-square-meter factory and large-scale, modern production lines ensure top-quality products. From the earliest water-based coatings to 5D stone-effect paints, and then to Zhen Guan Stone, Jin Cai Stone, and the latest addition, Jin Zhu Ru Yi Stone, Meili Jia’s product lineup has consistently kept pace with the times.

“Once we’ve trained the masters well and standardized the industry, and once the entire sector becomes more regulated, our market pie will only keep growing bigger and bigger.” That’s precisely the original intention behind Meili Jia Mei Qi Jun Business School. Today, the school has become a national vocational skills certification training base for China’s imitation stone coating industry, providing the sector with a large number of highly skilled professionals.

While its peers are still pondering how to “simply survive,” Meili Jia has already begun focusing on “how to live better.” From Guilin, Guangxi, to the national market—and from product innovation to global expansion—Meili Jia’s development journey perfectly embodies the conference’s theme: “Unite our strengths and set sail for a brighter future.”

Amid the tide of industry transformation, this once dark horse is now transforming into a leader, confidently stepping onto an even broader global stage!