Concept hype is all over the paint competition needs to return to technology.

China Paint Network
News: Throughout the major home stores, many products in addition to their basic functions of publicity, but also a lot of additional features to promote, in order to win the attention of consumers. But in fact, these additional features of excessive publicity has the suspicion of conceptual hype, many consumers enter the store, all kinds of hype flying, people are overwhelmed.
the reason, the root cause of this disorder is the business's disorderly speculation concept behavior. Today's building materials field has been a fully competitive market, especially
paint
, flooring, tiles, paint and other building materials products, almost no brand can occupy a monopoly position, and even the market's high-profile brands are few, the rest are small-scale production of small and medium-sized brands, they in order to compete with large brands, often exaggerated propaganda products, give products some magical functions, which not only to consumers to buy trouble, but also disrupt the development of the entire industry order.
paint merchants will generally according to the following ideas for speculation: first put forward a consumer most concerned about the function, such as formaldehyde, and then put on a high-tech coat for this function, and attached a variety of patent certificates, industry association certification, etc., to prove the power of its function, after the business marketing channels and speculation on the Internet, the media, this functional product will be officially born.
the relevant departments of paint and other building materials manufacturers hype functional product concept of the practice of supervision is difficult, it is not without antibacterial, anti-formaldehyde function, but the efficacy is not so significant and powerful. At the same time, because it is a newly proposed concept of function, there is no legal regulation, there is no national standards, industry standards, so there is no regulation. And want to develop industry standards is very difficult, need to unite medical, building materials, environmental protection and other departments, cross-disciplinary cooperation to issue relevant norms, this is a considerable period. When the new standards were introduced, the concept was already out of date, and some manufacturers introduced new concept products. Therefore, this is also a lot of areas every time there will be a new concept introduced the reason, merchants are not to find a technological breakthrough, but for the needs of merchandise sales.
For
coating enterprises
, the hype of the new function of the product in the short term sales promotion is very obvious, but also can improve the visibility of enterprises, because the product is put on a "high-tech coat", more conducive to the consumer's mind to establish prestige, so many enterprises and even some industry leaders are happy to adopt this approach. However, this is only a short-term effect, its pull on product sales is limited, but the damage to the entire paint industry is long-term, the
coating brand
own credibility of the impact is also fundamental.
conclusion: in the paint enterprise's marketing road, the concept of speculation is not desirable, only return to the product technology itself, enterprise development can go a longer-term.