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Coating smell market "Three Kingdoms kill"
First, Nippon introduced a “net 120†five-in-one interior latex paint, and Dulux launched a full-scale wall paint with bamboo charcoal freshening. Through the overwhelming advertising, the concept of net odor has become the primary concern for consumers to purchase paint.
China's domestic coating company, Carpoly, officially launched a diatom mud for 2 generations in May, claiming superior adsorption performance and ion exchange performance, which will make the market for clean paints a “three-nation killing†trend. However, whether the net paint function is really propaganda is so magical, whether this market can continue to develop remains to be tested.
Carpoly push diatom mud 2
"Jiabaoli new generation seaweed mud paint, extract deep sea algae mud extract, stronger purifying power, naturally more at ease, Garbo sea mud paint, make home beautiful, let love rest assured ..." May, full of fresh, natural flavor The Jiabaoli diatom mud 2 ad was officially unveiled before CCTV's news broadcast at 7:00 pm. It delivered this new magical net taste magic with super-adsorption performance and ion exchange performance to people all over the country, causing widespread public concern.
Garboli, as a representative of China's local paint companies, launched a seaweed mud all-round net wall paint as early as May 2011. Due to its light, soft, porous algae mud, ultra-fine pores are thousands of times more active than activated carbon. The ability is also stronger than bamboo charcoal, and once the product is launched, it quickly becomes a star product sought after by consumers. In 2013, the sales volume of this product exceeded 50 million yuan. In order to further upgrade the product performance and enhance the product image, Garbo introduced the second generation all-purpose net wall paint of algae mud.
According to Guo Changtao, deputy general manager of sales department of Jiabao Li's Home Paint Department, the newly upgraded product not only adds 2 times seaweed mud extract to enhance the purification power, but also effectively improves and upgrades the algae mud formula to make it available 360° microporous adsorption purification power, with stronger air purification power, algae mud 2nd generation all-round net 5 in 1 also adopts innovative antibacterial technology, using tiny molecules to encapsulate Ag+ silver ions with antibacterial ability, according to The concentration of harmful bacteria continues to be released to achieve long-lasting, safe sterilization and is non-toxic and harmless to the human body.
Direct vs. Nippon Dulux
In recent years, the paint industry has quietly whipped up a net whirlwind. Nippon Paint Co., Ltd. has launched a “net 120†five-in-one interior latex paint, and Dulux has launched a full-scale wall paint with bamboo charcoal freshening effect. The foreign brands that hold half of the industry’s foreign brands strongly promote the concept of net taste, which has caused many consumers who have a high pursuit of environmental protection to have a non-pure taste complex, and has scrambled to make the net market of paints hot.
On May 19th, it was found that the products containing the net taste characters were numerous and the ordinary wall paint was rare. For example, the first page shows five nets of net odor, five nets of bamboo charcoal, five nets of anti-formaldehyde formaldehyde, and 120 moisture-proof scrubbing kits. All four Mother's Day products have a net taste. As the main appeal, the ten products that entered the weekly hot list also contained functions such as anti-formaldehyde and net odor. Among them, Nippon Net Flavor 120 bamboo charcoal five-in-one even took the championship to the top of the list. With the opening of Dulux official website, products with a net taste function can be seen everywhere. The top-ranked sales ranking is the golden five-in-one ultra-low VOC interior wall paint latex paint set, known as the “breakthrough net taste formulaâ€. , "On average sells 1 item per minute", "The world is using it, the choice of billions of people", "It is online and offline sales NO.1"...
The launch of the new generation of Garbo Lime's diatom mud is not only an upgrade and optimization of self-produced products, but also directly rivals the two oceanic brands of Nippon and Dulux, resulting in a “triple killing†state for the market.
The taste of the market is facing a test
Although the involvement of Garbo Li made Nippon and Dulux undoubtedly become the “three-nation killers†in the paint market, the sustainable development of the odor coating still faces a double test: First, consumers are distrustful of excessive publicity. Psychology; Second, small brands, miscellaneous brand melee, leading to disorderly competition.
"In addition to purifying the air, it is really magical to remove formaldehyde." Faced with the desperate propaganda of the net taste function of paint companies, consumers have issued such questions. In 2012, a comparative test by China Consumers Association had exposed the scandals of anti-formaldehyde purification functions of famous paint brands such as China Resources. At the time, the China Consumers Association’s announcement showed that the brand was “Huarun China Resources†with a product specification of “00269184 5L†and the manufacturer was “Guangdong Huarun Paint Co., Ltd.†and the price was RMB 688. Both the purification performance and the durability of the formaldehyde purification effect achieved only 1 star. Industry experts said that the evaluation result of one star can be regarded as almost no formaldehyde purification function.
Jiuzheng Building Materials Network believes that large-scale products with hot taste products sell well, causing many small brands and brands to join the melee, but also let the net taste paint into a disorderly competition situation. Some small brands and miscellaneous brands that are far from the big brand technologies such as Nippon, Dulux, Garboli and others are trying to attract consumers to start irregular operations, or attach “net taste†to products that are not up to standard or even exceed pollutant levels. The tags appeal to consumers, or sell counterfeit products under the banner of big brands. Among them, in the sampling inspection conducted by the Beijing Municipal Administration for Industry and Commerce in 2013, a nominal trademark was “New Century Nipponâ€, the specification and model was “5L/barrelâ€, the production date or batch number was “2013/2/25â€, production The manufacturer's “Shanghai Mubang Coating Co., Ltd.†has been criticized for its unsatisfactory result of the unsatisfied free formaldehyde project. This is an example.