"Runli Town" Booms the Offline Market, Pointing the Way for Coating Distributors

The 2020 'Double 11' shopping festival set new records across major e-commerce platforms, reflecting the ongoing recovery of domestic consumption and demonstrating the great potential, strong resilience and vitality of China’s consumer economy.

While online shopping was booming, offline stores were also bustling with customers. Taking advantage of the strong shopping atmosphere and high consumer enthusiasm during the 'Double 11' period, Runli’s innovative new business model — 'Runli Town' — made a brilliant debut. Two new experience and service stores opened successively in Luoding (Guangdong) and Shaodong (Hunan), with grand opening promotions that drew wide attention and became lively highlights in both cities.

Backed by Runli’s high brand recognition and the professional service of its sales team, the two stores signed multiple potential decoration clients on opening day, with sales volume continuing to rise over the following days.

Upon entering the stores, visitors were pleasantly surprised by the distinct interior design compared with ordinary paint shops. There were no paint buckets at all; instead, three-dimensional sand-table models were displayed, showing highly realistic and intuitive coating effects for rural and town scenes. Drawing on the 'assembled' model, the factory pre-finishes various rural self-built house effects using stone-like paint, then brings these building models to the stores.

Runli’s headquarters believes that with improved living standards, residents in towns and rural areas have strong purchasing power and great demand for high-quality branded coatings. However, if rural and township dealers have to stock large inventories, it would create a heavy financial burden. Due to such business concerns, high-end branded coatings have been difficult to penetrate into township-level markets.

The 'Runli Town' business model offers multiple advantages:

First, it creates a unique store style and immersive experience, highlighting the brand concept of 'Interpreting Charming Towns with Colors'.

Second, it allows consumers to directly see and feel the real texture after application, while providing color matching references for a 'tangible sense of security'. This effectively reduces communication costs in purchasing and sales, accelerating offline transaction efficiency.

Third, with direct supply from the manufacturer, dealers only need to handle on-site coating construction, facing almost no inventory pressure, low operating costs and low risks, forming a win-win cooperation between the manufacturer and dealers.

Against the trend of national consumption upgrading, the aesthetic standards of rural and township architecture have also improved significantly. To enhance quality of life, consumers are actively pursuing coatings with better decoration effects and higher environmental and health standards. The stone-like paint market is expected to embrace a bright future.

Seizing this favorable development opportunity, Runli will accelerate the implementation of its stone-like paint 'Thousand Cities, Ten Thousand Stores' project, focusing on the huge town and rural market. It will continue to launch such assembled stores nationwide, enabling partner dealers to develop faster, gain more profits and achieve sustainable operations. It will also allow more consumers to access eco-friendly and practical coating products, continuing to contribute to the construction of a beautiful countryside in China.