董玉志：旧改不是选择题，是必选题

Dong Yuzhi: Renovation is not a multiple choice — it’s compulsory

“在一个有鱼的地方捞鱼。”8月26日上午，青岛泥之韵环保壁材有限公司董事长、论坛发起人之一董玉志，在2026华东艺术涂装高峰论坛上抛出一条与主流略有分歧的赛道——卫生间旧改。他用AI工具（豆包）查询数据称：艺术涂装存量市场约1亿元规模，微水泥充其量2000万到3000万元，而旧改市场约150亿元，其中单纯卫生间旧改就有20亿到30亿元。“等于凭空多出了100倍的市场、99个客户。”他的结论干脆：“旧改不是选择题，是必选题，你未来一定会干这个事情。”

**HANGZHOU, Aug. 26** — “Fish where the fish are.” On Tuesday morning at the 2026 East China Art Coating Summit, Dong Yuzhi, chairman of Qingdao Nizhiyun Eco Wall Materials and a co-founder of the summit, laid out a track at odds with the mainstream: bathroom renovation. Citing data he looked up with the AI tool Doubao, he said the stock market for art coatings is about 100 million yuan, microcement at best 20-30 million, while renovation is a roughly 15-billion-yuan market with bathroom renovation alone worth 2-3 billion. “That’s 100 times the market, 99 more customers, out of thin air.” His conclusion was blunt: “Renovation is not a multiple choice — it’s compulsory. You will end up doing it.”

一到两天完工，毛利五成

董玉志算了一笔账：传统瓷砖翻新要砸砖、清运、重铺、重做美缝，防水、花洒、门套、吊顶连带换新，业主至少花1.5万元、等20天；传统微水泥施工5到7天、卖1万多元还难赚钱。他的方案把工期压到1到2天、最快1天，市场售价五六千元，材料加人工成本2000多元，毛利约50%到60%。支撑快速施工的是三项核心技术：与瓷砖形变系数接近的无机单组分“金刚底漆”，两小时可干、免打磨降噪；八款成品色的三合一树脂，瓷砖上加砂一遍成型；水性地坪罩面，硬度88、耐磨0.026，通过相关检测。“我们卖的不是产品，是解决方案。”

**Done in one to two days, with 50 percent gross margin.** Dong ran the numbers: traditional tile renovation means breaking tiles, hauling debris, re-tiling and re-grouting, with waterproofing, showers, door frames and ceilings replaced along the way — at least 15,000 yuan and 20 days for the owner; conventional microcement takes 5-7 days and struggles to profit at 10,000 yuan. His solution compresses the schedule to one or two days, priced at 5,000-6,000 yuan with materials and labor costing a little over 2,000 — a gross margin of roughly 50 to 60 percent. Three core technologies support the speed: a single-component inorganic “diamond primer” with a deformation coefficient close to tile’s, drying in two hours without dusty grinding; a three-in-one resin in eight ready-made colors that forms in one sand-mixed pass over tiles; and a waterborne floor topcoat with hardness of 88 and abrasion of 0.026, backed by test reports. “We don’t sell products; we sell solutions.”

流量天然红利，陪跑一套体系

董玉志把流量拆成“方法、执行、素材”三角形，称自己最多领先同行一年，靠的是执行——“一条视频可以录五十遍”。他说抖音有8亿日活，其中7个亿永远不会为艺术涂料付费，“想让那1个亿刷到你，就必须引起那7个亿的共鸣，而旧改恰恰是这样的产品”。他展示了四种内容形态：无真人出镜的晒过程、带人物无讲解的晒过程2.0、展厅口播和AI生成视频。一位烟台代理商按他的方法做了9天，当月进店客户超过200个。为合作伙伴提供的体系包括线上培训、素材混剪代运营、口播录制、案例拍摄、每场5到8个客户的直播、总部派师傅支持，以及青岛与京东供应链的合作——在他展示的模型里，20多平方米、四个卫生间隔断的展示空间，总投入约一两万元。

**A natural traffic dividend, with a support system.** Dong splits traffic into a triangle of method, execution and material, conceding he leads peers by at most a year — sustained by execution: “One video can be shot fifty times.” Douyin has 800 million daily users, he noted, 700 million of whom will never pay for art coatings: “To reach the 100 million who might, you must resonate with the 700 million — and renovation is exactly that kind of product.” He showed four content forms: process videos with no presenter, “process 2.0” with a silent figure, showroom talking heads and AI-generated clips. A Yantai dealer who followed his method for nine days drew more than 200 walk-in customers that month. The partner package covers online training, mixed-edit material operations, voiceover recording, case shoots, livestreams bringing 5-8 customers per session, headquarters dispatch of applicators, and a Qingdao partnership with JD’s supply chain. In his model, a display space of just over 20 square meters with four bathroom mock-ups costs a total of 10,000-20,000 yuan to set up.

董玉志透露，旧改招商自7月3日启动，每10天一场，9月3日将在青岛举行第七场。他把自己定位为“提供订单的系统服务商”，同时坦言：“每一个观点可能都是一种毒药——我讲的是我的偏见，希望大家秉持重新，不要被我所干扰。”酒店、学校、医院等营业性场所的“不停业改造”，被他视为下一个巨大市场。

**Closing** — Dong revealed that his renovation recruitment drives began on July 3, held every ten days, with the seventh set for Sept. 3 in Qingdao. He positions himself as “a system provider that hands you orders,” while conceding: “Every viewpoint may be a poison — I’m sharing my bias. Keep your own judgment; don’t let me disturb it.” He flagged “renovation without closing” for hotels, schools and hospitals — venues that cannot afford downtime — as the next vast market.