赵志强：单店破千万，先改环境再谈获客

Zhao Zhiqiang: Breaking 10 million yuan per store — fix the environment before chasing customers

**本网杭州讯** 8月26日上午，2026华东艺术涂装高峰论坛进入第二天，山西太原志强涂料装饰工程有限公司总经理赵志强以《单店如何破千万》为题开场。这位从施工学徒起步的创业者，用四年时间把一家100余平方米的小店做到了年产值突破千万元。他没有先讲如何找客户，而是把问题倒了过来：“大家都在问1000万从哪里来，我们首先要问的是，1000万来了，你接得住吗？”

**HANGZHOU, Aug. 26** — On the second day of the 2026 East China Art Coating Summit on Tuesday morning, Zhao Zhiqiang, general manager of Zhiqiang Coating Decoration in Taiyuan, Shanxi, opened the session with a talk titled “How a Single Store Breaks 10 Million Yuan.” A former plasterer who worked his way up from apprentice to entrepreneur, Zhao grew a store of just over 100 square meters into a business with annual output exceeding 10 million yuan in four years. Rather than explaining how to find customers, he reversed the question: “Everyone asks where the 10 million comes from. The first question should be — when the 10 million arrives, can you handle it?”

环境决定价值

赵志强用“一杯水”解释他的第一个观点：同样的水，放在会议现场是免费的，装进品牌瓶装水里卖几元钱，放进沙漠里则“金子也不换”。“同样的品牌有不同的价格，不同的是我们背后赋予的价值。”他把这一逻辑套在涂料门店上：同样是3.6升装、进价800元的进口漆，摆在普通建材市场里标价1600元无人问津；开进高端卖场，旁边是几十万元的进口沙发，客户反倒会主动砍价成交。他随后补充了第三个台阶——把材料、施工、服务打包成每平方米单价，“同样的户型，卖材料只能卖2万，加上这几项，就可能变成5万甚至10万”。

**Environment determines value.** Zhao illustrated his first point with a glass of water: the same water is free at a conference, sells for a few yuan in a branded bottle, and in a desert, “you wouldn’t trade it for gold.” “The same brand carries different prices — what differs is the value we attach behind it,” he said. Applied to coating stores, he argued, an imported paint costing 800 yuan wholesale sits unsold at 1,600 yuan in an ordinary building-materials market; inside a high-end mall next to imported sofas worth hundreds of thousands, customers bargain it down and still buy. The third step, he added, is bundling materials, application and service into a per-square-meter price: “For the same apartment, selling materials alone brings 20,000 yuan; add those items and it can reach 50,000, even 100,000.”

从学徒到42人团队

赵志强自述干了近十年施工，2022年创业，当年从两个人起步，2025年团队达到42人，产值从200万元涨到突破1000万元。扩张中也踩过坑：做到500万元那年，工地现场“脏乱差”、投诉一大堆，他索性停掉所有工地，请律师和同行帮忙梳理公司架构与施工管理。如今他的体系包括四次验收节点、18道店面接待流程和格式统一的“微信日报”。店面也从几十平方米的边角铺位，迁入太原居然之家国际馆四层的166平方米铺位——据他介绍，这是该卖场目前唯一引入的涂料品类商户，他还在西安另开了一家210平方米的新店。

**From apprentice to a 42-person team.** Zhao said he spent nearly ten years on job sites before founding his company in 2022, starting with two people; last year the team reached 42, with output rising from 2 million to over 10 million yuan. Growth came with setbacks: in the 5-million-yuan year, sites turned messy and complaints piled up, so he halted all projects and brought in lawyers and industry veterans to help design his company structure and site management. His system now includes four inspection milestones, an 18-step store reception process and a uniformly formatted daily WeChat report. The store itself moved from a corner unit of a few dozen square meters to a 166-square-meter space on the fourth floor of the Easyhome international hall in Taiyuan — which he said is currently the mall’s only coating-category tenant — and he has opened a new 210-square-meter store in Xi’an.

施工大于一切，自媒体是放大器

谈到行业常说的“三分材料、三分施工、四分服务”，赵志强给出了自己的“343模式”：施工权重必须压过品牌和服务，“活干不好，一切都是空话”。他同时提醒，把活干好只是基本功，高端客户要的是情绪价值与服务价值。对于自媒体，他泼了一盆冷水：抖音发布1500多天、1250条视频，粉丝只有3.5万，月均播放约200万、月咨询超400家，成交往往只有5家左右。“你们觉得志强火了吗？不是火，是坚持。”他告诫同行不要偏离主业去追流量：“自媒体只是延伸产物，我们的本职工作还是把墙刷好、把服务做好。”

**Application outweighs everything; social media is an amplifier.** Responding to the industry’s usual “30% product, 30% application, 40% service” formula, Zhao offered his own 3-4-3 model, weighting application above brand and service: “If the work is done badly, everything else is empty talk.” Yet doing the job well is only the baseline, he said — high-end customers buy emotional and service value. On social media he poured cold water: over more than 1,500 days on Douyin, he posted 1,250 videos for just 35,000 followers, averaging about 2 million monthly views and more than 400 inquiries a month, of which roughly five convert. “Do you think I went viral? It isn’t virality, it’s persistence.” He warned peers not to chase traffic at the expense of their core business: “Social media is only an extension. Our real job is still plastering walls well and serving customers well.”

演讲尾声，赵志强把手机号背后的抖音签名念给全场：“既然选择了刷墙，我就选择刷一辈子。”在他看来，涂料这门生意可以传代——“我这辈子只会做涂料，我儿子接班，两辈子的售后。”台下掌声中，这场关于“千万单店”的分享落在了最朴素的注脚上。

**Closing** — At the end of his talk, Zhao read out the Douyin signature behind his phone number to the audience: “Having chosen to plaster walls, I choose to plaster them for a lifetime.” In his view the trade can pass to the next generation: “This lifetime I’ll only ever do coatings; my son will take over — two generations of after-sales service.” Amid applause, the talk on the “10-million-yuan store” landed on its plainest footnote.