On July 7, the Crowne Plaza Nanhai in Foshan, Guangdong Province, played host to a distinguished gathering of industry leaders. The 13th Coatings Industry Development Conference for 2025, themed “Uniting Our Strengths and Setting Sail for Greater Horizons,” was solemnly convened at the venue. Tang Wenhai, Chairman of Meilijia Technology Group, was invited to attend the prestigious event, where he joined more than 300 leading figures from the coatings industry—including Nippon Paint, North New, Badax, Sherwin-Williams, and San Ke Shu—alongside government representatives and academic experts, to decode emerging industry trends and map out a new blueprint for high-quality development.

 

 

At the critical juncture where globalization and industry transformation converge, this landmark event—bringing together the collective wisdom of the sector—has charted the course for China’s coatings industry. For Meilijia, which is currently surging ahead in the national market, participation in this conference represents not only a deep understanding of cutting-edge trends but also a powerful impetus for the group’s next phase of high-quality development.

01 A Duet of Breakthrough and Long Voyage

At the opening ceremony of the conference, Wang Baoxiang, Vice President and Secretary-General of the China Association of Architectural Decoration and Finishing Materials, squarely addressed the industry’s key pain points. He acknowledged that the coatings sector is currently grappling with a triple whammy: shrinking demand resulting from the deep adjustment in the real estate market; overcapacity leading to cutthroat, price-driven competition; and heightened uncertainty stemming from a complex and volatile international environment.

 

Tang Wenhai, Chairman of Meilijia Technology Group

 

Qiu Hong, Vice President of the China Building Decoration and Renovation Materials Association and Deputy General Manager of North New Materials, outlined a “four-pronged” roadmap for industrial upgrading: low-carbonization, high-endization, digitalization, and internationalization. He particularly emphasized that, in the domestic market, companies must deepen their presence in lower-tier channels, seize opportunities in township markets and urban renewal projects, accelerate the shift from commercial to residential fit-out, and enhance service quality.

 

 

These strategic guidelines align perfectly with Meilijia’s development trajectory. Starting in Guilin, Guangxi, the company has achieved a remarkable transformation from a regional brand into a nationwide enterprise—all thanks to its precise market positioning in lower-tier cities and continuous service upgrades.

02 The Transformation from 2.5 Million to a Top Three Player in the Industry

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

 

 

Leveraging its keen grasp of market trends, Meilijia saw its sales surge to RMB 10 million in 2020, exceed RMB 70 million in 2021, and break the RMB 100 million 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, firmly establishing itself as a true dark horse in the sector.

 

 

Even more impressively, despite the industry-wide challenges in 2025, Meilijia achieved expansion against the trend. To date, the brand has surpassed 2,000 franchised stores nationwide, with a distribution network that spans the entire country.

03 Dual-Drive of Green Certification and Technological Innovation

During the “Global Vision + Technological Breakthrough” session of the conference, Meilijia’s development experience was highlighted as a compelling example of how to achieve high-quality growth. As a pioneer in the industry’s green development, Meilijia was awarded the “National Green Product Certification” in 2023, establishing itself as an environmental benchmark for the sector.

 

 

Meilijia now holds dual certifications for the quality and environmental friendliness of its stone-effect coatings, having obtained national quality certifications under ISO 9001, ISO 14001, and ISO 45001, as well as the French A+ environmental certification. In 2022, Meilijia established a joint laboratory with the Baderfu Group and signed a strategic industry–university–research collaboration agreement with a polytechnic university, injecting sustained momentum into product innovation.

 

 

At the company’s headquarters, a 30,000-square-meter state-of-the-art, standardized factory and a large-scale, cutting-edge production line ensure uncompromising product quality. From the earliest water-in-water coatings to 5D stone-effect paints, then on to ZhenGuan Stone, JinCai Stone, and most recently the newly launched JinZuan Ruyi Stone, Meilijia’s product portfolio has consistently kept pace with the times.

 

 

“Once we have thoroughly trained our master craftsmen, standardized the industry, and established robust industry norms, the overall market pie will only continue to grow.” This is the original vision behind the Meilijia Mei Paint Military Business School. Today, the school has become a national vocational skills certification and training base for China’s faux-stone coating industry, having nurtured and supplied a large pool of highly skilled professionals to the sector.

 

 

While its peers are still grappling with how to “survive,” Meilijia has already set its sights on “how to thrive.” From Guilin in Guangxi to the national market, and from product innovation to global expansion, Meilijia’s relentless progress embodies the conference’s theme: “Unite as One, Set Sail for Great Endeavors.”

 

 

Amid the tides of industry transformation, this former dark horse is now transforming into a leader, marching with unwavering resolve onto the global stage!