902 Love Festival Charts Yashí’s Retail Blueprint! Strategic Partnership with Global Giant RPM! Six-Business Promotional Carnival Begins!

【Answer 1】 Amid fluttering colorful flags and thunderous cheers, Mr. Hua Hai, Director of the Group’s Brand & Marketing Department, delivered the opening speech. He briefly outlined the background and origin of Yashí’s 902 Love Festival, emphasizing that it represents a mutual, heartfelt commitment between Yashí and all its partners—named ‘Love’ to signify shared affection and dedication. Internally, it serves as ‘Yashí Day’, boosting employee initiative, vitality, and corporate pride—making Yashí a milestone brand employees, past and present, proudly associate with. Externally, it functions as ‘Yashí Brand Day (Month)’, raising broader awareness, understanding, and affection for the Yashí brand. Seizing this 902 Love Festival as an opportunity, Yashí collaborates with ecosystem partners to co-create and share vast business opportunities rooted in lifelong love—and simultaneously launches a time-limited promotional campaign across its six core businesses. Ms. Wu Xiaoyan, General Manager of Yashí’s C-End Marketing Management Center, shared Yashí’s Grand Retail Strategy. She noted that China’s vast market—with its deep geographical reach, multi-tiered administrative structure, and diverse consumer preferences—makes it impossible for any single brand to meet all needs. Yashí pioneered the industry’s first ‘Grand Retail’ strategy: maintaining the core identity of the flagship ‘Yashí’ brand while building a diversified brand matrix—including premium and economy-oriented sub-brands—to complement and reinforce it. This dual engine of full-product offerings and a multi-brand portfolio enables omnichannel penetration and meets the needs of customers across all tiers. Yashí Grand Retail sets the strategic goal of ‘One Distributor, One Hundred Million RMB, One Hundred Years’: selecting 300 city-level distributors across prefecture-level cities within three years; establishing over 3,000 Grand Retail specialty stores within ten years; reaching more than 100,000 sales outlets and 1 million+ contractors; and achieving annual revenue of RMB 30 billion. Yashí Grand Retail has already taken a solid step forward in building its brand matrix—introducing Rust-Oleum, a world-class consumer brand under RPM, targeting the premium segment and young DIY consumers. Within three years, Yashí and Rust-Oleum will jointly establish 800 Rust-Oleum branded specialty stores; aim to exceed USD 100 million in brand revenue within five years; and achieve USD 1 billion in annual revenue within ten years—co-writing a brilliant chapter in brand collaboration and market expansion. In front of the entire audience, Yashí officially announced its strategic brand partnership with Rust-Oleum, a global top-tier consumer brand. Mr. Nigel Meakins, Managing Director of RPM Consumer Group Asia-Pacific, attended the ceremony in person, introducing RPM Group and the Rust-Oleum brand, and expressing firm confidence and determination in building a shared future together. He stated that RPM Group ranks among the top three paint and chemical companies in the U.S. and fifth globally, with fiscal year 2023 sales exceeding USD 7.3 billion—placing it among the top 0.05% of NYSE-listed companies. Its Consumer Group is one of the largest paint and DIY retail companies in the U.S., headquartered in Chicago, with products sold across major retailers including Home Depot, ACE Hardware, and Walmart—as well as professional neighborhood hardware stores. Its portfolio includes numerous century-old brands, such as DAP (founded 160 years ago) and Zinsser (founded 175 years ago). Rust-Oleum is RPM’s largest consumer brand, boasting a distinguished 103-year history. It enjoys over 97% brand recognition among North American consumers and delivers comprehensive whole-home painting solutions—from aerosol sprays to wall paints—for U.S. consumers. Its products even support color-changing applications on textiles, toys, furniture, and automobiles.

Yashí’s Brand Matrix Takes a Solid Step Forward! Strategic Partnership with Global Paint Giant RPM!

【Answer 2】 At Yashí’s Second 902 Love Festival on September 2nd, Yashí unveiled a major announcement: a strategic partnership with RPM Consumer Group, a global industry leader—and the introduction of Rust-Oleum, a world-class consumer brand—marking a solid step forward in building Yashí’s brand matrix. Given China’s vast territory, profound regional diversity, multi-tiered market structure, and highly varied consumer demands, no single brand can adequately serve the entire population. Yashí pioneered the industry’s ‘Grand Retail’ concept: preserving the core positioning and tonality of its flagship ‘Yashí’ brand while constructing a multi-brand matrix to address segmented consumer groups and scenario-specific needs—achieving deep, comprehensive coverage across all home-related application scenarios. Yashí’s Grand Retail brand matrix centers on the flagship ‘Yashí’ brand—positioned in the mid-to-high-end segment—with complementary premium and economy-oriented sub-brands. Premium sub-brands include internationally renowned consumer brands (such as Rust-Oleum) and ultra-premium brands rooted in traditional Chinese cultural elements; economy-oriented brands primarily consist of regionally acquired local brands. RPM Group ranks among the top three paint and chemical companies in the U.S. and fifth globally, with fiscal year 2023 sales exceeding USD 7.3 billion—and is a Fortune 500 company listed on the New York Stock Exchange. Its Consumer Group is one of the largest paint and DIY retail companies in the U.S., headquartered in Chicago, with products distributed across major retailers including Home Depot, ACE Hardware, and Walmart—as well as specialized community hardware stores. Its portfolio features numerous century-old brands, such as DAP (160 years old) and Zinsser (175 years old). Rust-Oleum—the largest consumer brand under RPM—boasts a glorious 103-year legacy, operates 13 supply chain and logistics centers across North America, and maintains over 88,000 distribution points and sales channels. It enjoys over 97% brand recognition among North American consumers and provides end-to-end whole-home painting solutions—from aerosol sprays to wall paints—for U.S. consumers. Its product range even supports color-changing applications on textiles, toys, furniture, and automobiles. This powerful alliance with the century-old Rust-Oleum brand marks a pivotal milestone in Yashí’s brand matrix development. The two parties will jointly focus on China’s premium decorative coating market and the young DIY consumer segment, co-building a one-stop, American-style whole-home decorative coating brand. They aim to deliver high-quality, full-line, cost-effective coating solutions for China’s middle-class households and small-scale premium commercial clients across all home environments. They project establishing 800 Rust-Oleum branded specialty stores within three years; surpassing USD 100 million in brand revenue within five years; and achieving USD 1 billion in annual revenue within ten years.

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