On the occasion of the 9th "China Brand Day," the 2025 Brand High-Quality Overseas Expansion Forum, hosted by Xinhuanet and the New Media Center of Xinhua News Agency, was held in Deqing, Zhejiang from May 9th to 11th as part of the 2025 World Brand Moganshan Conference series. With the theme "New Challenges, New Opportunities, New Pathways," the event brought together over 100 representatives from government, industry, academia, and research to explore the road to brand globalization and strategies for high-quality development. As an industry leader, Tian Maohua, Executive General Manager of Treezo Group, was invited to attend, deeply participating in forum dialogues, exhibitions, and other activities to comprehensively showcase Treezo's excellent concepts and practices in brand building, social responsibility, and more.

Brands: The Compass of the Market and a Symbol of High-Quality Development
In the grand journey of brand development, every collision of ideas illuminates the path forward.

Brand Overseas Expansion: Winning the Future with Wisdom

The "2025 World Brand Conference Brand High-Quality Overseas Expansion Forum," featuring a unique combination of forums and exhibitions, gathered global industry elites, experts, scholars, and business leaders. Treezo stood out by winning the "2025 Sustainable Development Typical Case" award for its outstanding contributions to sustainable development.

During the forum, attendees delved into the core topic: "How can Chinese brands achieve high-quality development on the global stage?"
Treezo’s Executive General Manager, Tian Maohua, delivered a keynote speech, noting that amid deep global economic integration and regional restructuring, the home furnishing industry faces significant transformation pressures, including challenges like optimizing demand structures and production capacity. However, policy dividends and market demands also bring new opportunities.

Treezo actively responds to national strategies such as the "double carbon" initiative, 存量房翻新 (renovation of existing housing), and the "Belt and Road" initiative. By building smart factories, introducing advanced equipment, and implementing end-to-end digital management, the company has achieved a 99.5% comprehensive wood utilization rate, driving green manufacturing and technological innovation. It empowers product innovation with environmental technologies like antibacterial and mildew-proof functions, forming a technical moat for rapid high-quality development.

 

Through cultural empowerment and cross-border integration, Treezo created the "Wenyi Awakening" IP, collaborating with intangible cultural heritage masters to build an Oriental aesthetic system. With a global vision, the company has proposed a brand overseas expansion strategy, targeting emerging markets precisely, enhancing international influence with "Made in China 2025," and reinforcing its domestic market favor.

 

"High-quality industry development requires joint efforts from all enterprises," Tian emphasized. Treezo will work with partners to use technology as an engine and culture as a bridge, leading the home furnishing industry toward a green, intelligent, and sustainable future.

Zhejiang Entrepreneurs: Advancing Goodness Together

On the same morning, Tian Maohua also attended the "Fengyun Zheshang Public Welfare and Charity Sharing Session," hosted by Zhejiang Radio and Television Group and the Public Welfare and Charity Committee of Zheshang General Association. As a representative of Fengyun Zheshang enterprises, she shared the company’s ESG (Environmental, Social, Governance) green development philosophy, emphasizing the path of business for good and sustainable development, and dialogued with fellow Zheshang representatives on these topics.

At the session, Tian highlighted the group’s green and low-carbon initiatives, including the "ESG and Six Greens System," which promotes energy and ecological cycles to support high-quality low-carbon development. Treezo has received multiple honors in ESG, such as the "2023 ESG Pioneer Enterprise" and "2024 Green Manufacturing Model Award." Committed to public welfare, the company has participated in initiatives like Xinjiang tree-planting, scholarship programs, and emergency relief, integrating social responsibility into its development to embody its "gene for goodness" and drive sustainable social and environmental progress.

From the 2025 World Brand Conference to the Fengyun Zheshang charity event, this journey spreads brand philosophy and 践行 social responsibility. Since the establishment of "China Brand Day" in 2017, brand development has risen to a national strategic level. The goal to "transform Made in China to Created in China, China Speed to China Quality, and Chinese Products to Chinese Brands" aligns with Treezo’s long-term mission.

Super Launch Event: A Moment of Glory and Strength

On May 10th, at the 2025 World Brand Conference Super Launch Event, Tian Maohua took the stage with five core concepts—"Smart Manufacturing, Environmental Protection, Antibacterial Technology, Blockbuster Products, and Cultural Leadership"—along with four authoritative certifications, showcasing the innovative heights and leading strength of China’s panel brand to the world.

The four authoritative certifications became Treezo’s golden calling cards:

· Leading Brand of Environmentally Friendly Technological Panels in China

· No. 1 National Sales of Flame-Retardant Panels for Engineering Projects

· No. 1 National Sales of Technological Antibacterial Panels

· Pioneer of Graphene Panels in China

Empowerment from Self-Owned Factories

Treezo drives innovation through its "One Academy, Two Stations, Multiple Platforms" framework. With five smart factories, it has achieved full-process digital management through intelligent upgrades, improving production efficiency. By empowering products with environmental technologies, it creates high-value offerings like zero-formaldehyde-added panels, positioning its smart factories as key windows for brand display, social responsibility, and strategic value.

Raising Environmental Standards: The "Chinese Height" of Sustainability

Environmental protection is the core foundation of Treezo. From the "Green and Healthy Home" brand strategy to the "0 Formaldehyde Life Advocate" concept, and the HENF-level artificial panel standards, the company continuously raises the bar for low-carbon sustainability, making it the cornerstone of its development.

Functional Panels: Leading the "Chinese Solution"

Building on environmental protection, Treezo specializes in functional panels with fireproof, waterproof, and high-bending properties, launching products like the New Intelligent Flame-Retardant OSB Panel, Rosin High-Bending Decorative Panel, and Bamboo Core Waterproof Decorative Panel-P10 型 SPB, leading the frontier of functional panels and providing comprehensive protection for better living spaces.

Blockbuster Products Debut

The star product, "Six-Dimensional Zinc-Effect Antibacterial Graphene Eco-Panel," integrates cutting-edge technology, breaking industry homogeneity and driving the home furnishing industry toward high-performance environmental materials. It forms the "Graphene Black Gold Family," creating an industry legend.

Treezo’s sub-brands Zhimu Yishu and Bofeilun also debuted at the exhibition, showcasing design solutions for mainstream rural residences and modern homes.

· Zhimu Yishu inherits the vision of "A Good Panel Assembles the Future," integrating advanced international R&D and automated production to create high-quality modern villas for the Chinese market. This philosophy, rooted in relentless pursuit of product quality, drives it to lead the rural villa market and fulfill its promise of better living environments.

"Wenyi Awakening": Rediscovering Aesthetic Discourse Power

Focused on cultural inheritance, Treezo launched the "Wenyi Awakening Masterpiece" IP, collaborating with intangible cultural heritage masters to develop products themed around "Humanistic Liangzhu" and "Splendid Suzhou Rhythms." Through color schemes and design competitions, it merges traditional culture with modern aesthetics, leading a new trend in home furnishing aesthetics.

Treezo Group, anchored by its two panel brands "Treezo" and "Auspine," aims to create high-quality panels for people; its two full-house customization brands "Shouna Ke" and "Bofeilun" focus on low-carbon home integration; and its modular wooden architecture brand "Zhimu Yishu" provides near-zero-carbon living solutions.

The "five-in-one" ecological system of "Materials, Panels, Cabinets, Homes, Buildings" upgrades low-carbon from a single product attribute to a systematic solution, driving the home and construction industries toward a circular economy. With quality as its foundation, Treezo writes a global legend for Chinese building materials and home furnishing brands, constructing better living spaces for consumers.

In the future, Treezo will continue to use technology as its engine and culture as its bond, enhancing brand competitiveness and driving the home furnishing industry toward green, intelligent, and sustainable development. It will also actively fulfill social responsibilities, advancing on the path of business for good and contributing to a better future alongside Chinese brands worldwide.