On March 15, 2013, Chairman of SKSHU Paint Co., Ltd. Hong Jie was invited to be a guest on a Voice of China program of China National Radio on green development of enterprises. When asked who coined the now well-known line “3TREES, Immediate Move-in”, Hong said with a smile that it was his work.

It was 2009 when Hong Jie led his executives on a visit to the Wenzhou market in Zhejiang. On the drive, Hong Jie and the executives discussed coming up with a catchy advertising slogan that could clearly convey the brand concept of 3TREES. While they were all voicing their opinions, Hong Jie's poetry and literary skills from his youth came into play - he suddenly had a flash of insight and the phrase "3TREES, Immediate Move-in" came out in perfect rhyme, making a great story. Hong Jie explained, "When the decoration of my office building was completed last year or well the year before last year, we moved in the second day.”

The slogan was first broadcast on Voice of China in prime time. The 15-second ad featuring the slogan was broadcast twenty times a day, making “3TREES, Immediate Move-in” one of the most classic and well-known catchy lines broadcast on Voice of China. By virtue of the advertising slogan that directly hit consumers' pain points, 3TREES has established a high brand identity in the nationwide market of coatings products, stood out from many brands, and maintained a double-digit growth for many years, creating a 3TREES miracle. Even today, the slogan "3TREES, Immediate Move-in" is still frequently talked about. Behind this simple slogan, it is the company's philosophy of healthy development and persistent pursuit of quality.