China DIY Architectural Coatings Market: Forgotten Blue Sea Market

How do you judge what a successful architectural coatings market is? Of course, we're not talking about the latest electronic inventions or the latest social networking platforms. I am referring to the Chinese architectural coatings market. Are it true that some Chinese architectural coatings manufacturers claimed that they had achieved great success in the market some time ago?
can deny that China has been the unquestionable winner in the world economic development competition in recent years
s
. They are currently ranked Second in the world and are expected to overtake the United States in the coming years. China has experienced more than two decades of rapid economic growth, during which time its consumer market, capital investment and industrial output have risen year after year.
China's fast-growing middle class is creating a huge consumer society. As the world's fastest growing economy, China has attracted the attention of businesses and investors from all over the world over the past two decades. As a result of this staggering increase, China today is considered the world's largest producer and consumer, with a total coating production of more than 9.5 million metric tons in the coatings industry. With the development of the middle class, over the past decade, about 400 million Chinese families have shared the dream of owning their own homes. Huge market demand has led to a sharp expansion of housing construction projects, which has led to significant growth in the construction paint market.is the DIY coatings market?
on the face of it, the statistics from the architectural coatings market sound like good news for paint makers. Unfortunately, many areas of China's traditional coatings market have not been well developed. China's construction market is highly competitive, but very fragmented. It is estimated that at least half of China's more than 8,000 paint manufacturers are producing paint-related products. China
building coatings market
different from the industrial coatings market (such as automotive coatings, ink coatings, etc.) is the lack of strict implementation of quality standards. This leads to a variety of quality, performance of architectural coatings products in the market mixed in the city, disorderly, lack of supervision.problem is that China's DIY paint market has not yet been established. If we look closely at the well-defined and well-managed architectural coatings markets around the world, an important factor in their growth and stability is the stability of a stable DIY coatings market, where producers and users are synchronized. In other words, the main drivers of the most successful construction market tend to be homeowners, not contractors. (Although the marketing channels of well-known multinational paint companies that set up businesses in China still rely on contractors, not owners.)between homeowners and contractors
Historically, the average Chinese has not yet formed a DIY approach (using paint) to improve their home environment. But that has changed in recent years, especially after the Beijing Olympics. The Olympics prompted the Chinese government to launch an unprecedented large-scale paint program. Factories, office buildings, schools and popular streets are all painted with dazzling colors to attract visitors from all over the world.
cities in China, there are already requirements and restrictions for building coating. Many small towns and villages also have coating regulations for office buildings, factories and even home environments. However, due to various reasons, China's decoration contractors have taken on the responsibility of the actual operator of the construction coating project, and thus a lot of problems - these decoration contractors hold the contract, one hand to determine the choice and use of paint, in the
paint
varieties, paint quantity, paint performance and other aspects of their own claims, even at the expense of the rights and interests of homeowners, For example, what performance coating coating, interior wall coating and exterior paint required paint varieties are not the same, water-based paint or solvent-based coatings, generally is also swallowing, without discussion, there is no various resin matching construction, such as vinyl resin, acrylic resin, polyurethane resin and so on. It is common for contractors to gain more benefits from the coating contracting project's global coatings network, and even then contractors often add water or other substances to maximize the cost of covering as little as possible. The details that had to be revealed were that, as contractors, they would also use expired (or even desized) paints and use them in construction, or sell them to smaller, less organized contractors. For homeowners, the appearance of their home paint will become vulnerable due to the use of these passive over-the-off paint products, performance and aesthetics are greatly reduced.
, China's construction market is based mainly on appearance and price, not performance. In China, the term "wall cancer" has been coined, meaning that many coatings "die" from "sickness" within a few years of coating. All this stems from the inaction of the decoration contractor in the construction of the paint and the lack of knowledge and awareness of the maintenance of the rights and interests of the owner of the building coating.
if paint makers were able to make more money directly from homeowners, rather than through renovation contractors, the problem seemed to be solved - a hypothesis that proved correct. In the United States, the powerful DIY coatings market can almost be said to have saved the entire architectural coatings market, the public's own awareness of improving and protecting the home environment has become strong, they are willing to invest a sum of money to choose their own paint, and their own coating construction. If homeowners are unable to get a new home for financial reasons, they tend to choose to renovate the old house.
。 The U.S. architectural coatings market has been enriched by a variety of high-quality DIY paint products that make it easy for homeowners to apply their own walls at no additional cost - by signing contracts with contractors. Through years of direct cooperation with homeowners, U.S. paint manufacturers have been able to develop coating DIY products that meet the needs of users, with performance related to odor, paint cleaning, suitability with coated objects, non-flammability, lead-free and other user concerns. In Europe, the DIY coatings market is similar.
, the DIY architectural coatings market is a blue sea market in China. This is directly related to the development stage of China's construction market and the immaturity of China's paint consumer groups. At present, China's architectural coatings market is full of a large number of solvent-based coatings, in some areas, toxic lead is still used as raw materials for pigments.
AkzoNobel, through the acquisition of ICI, has done a lot of good work in reducing the distance between paint manufacturers and end-user homeowners. However, a large number of architectural coatings supplied by Chinese paint manufacturers are still received by contractors rather than purchased by homeowners.Forgotten Blue Sea Market
China's emerging middle class seems to have realized this and begun to resist this "aggressive" phenomenon in the paint market. If you ask Chinese paint manufacturers, "What do you
the real driving force
the construction and coatings market?" "They might say they want to seize the opportunity of the construction market, expand the paint market, and so on. In fact, they do not understand the meaning of this sentence. They haven't realized that they're not the dominant force in the architectural coatings market - it's time for paint makers to look back and think about the most basic knowledge of the market, and it's time to lead Chinese paint consumers to a higher level of consumer behavior.
。