Jotun: Use leading technology to shape new standards in the home paint industry.

Interview with Mr. Biren Arora, Vice President of Zodun North East Asia, and Dong Zhaoming, General Manager of Jotun Coatings Zhangjiagang Co., Ltd.Mr. Biren Arora, Vice President of Zodun Northeast Asia Mr. Dong Zhaoming, General Manager of Jotun Paint Zhangjiagang Co., Ltd.
Headquartered in Norway, Penguin
Zotun
Coatings
is one of the leading international suppliers to the coatings industry, with more than 90 years of history, 64 subsidiaries in 45 countries and 37 production sites in different countries. Jotun's subsidiaries, distributors and agents are located in more than 100 countries around the world. The business includes decorative
, marine
, industrial protective coatings
and
powder coatings.
Jotun currently has two factories in China, cosco Jotun Ship Coatings (Qingdao) Co., Ltd., a joint venture between Qingdao and China Ocean Shipping Co., Ltd., and Jotun Coatings (Zhangjiagang) Co., Ltd., which is wholly owned by Jotun and located in Zhangjiagang City.
's LOGO is a penguin traveling the world, and their company's four core values: loyalty, respect, love, courage, are also known as the key to Jotun's corporate values, the "Penguin Spirit."
world in paint buckets
In 1920, Odd Gleditsch sr., founder of Jotun, opened his first paint/ship distribution store in Sandford, Norway. It was a golden age for the whaling industry, and Jotun grew and grew. It wasn't until 1951 that Jotun gave the top floor of a large factory to the research and development department and hired five chemists. At the time, Jotun's competitors thought it was crazy and stupid, but founder Gladitsch said: "Our future success depends on investing in research and development." "It is with the pursuit of technological excellence that Jotun has research and development centers around the world, with more than 200 science and technology researchers working on a full range of product research and development for the company, and with many special and well-known colleges to conduct joint research to meet market and customer requirements in a timely manner."
, a color expert in the
paint industry, said that if you walk into any Jotun decorative paint shop, you will be attracted by the beautiful color card on the wall. Jotun has been a pioneer in the field since 1976, when he designed the world's first-generation computer auto-color chrome system, when such innovative designs were unheard of.
30 years later, Jotun's computer color grading system has grown to the fifth generation, and it has the best color-based color technology. Research and development capabilities in a global context. Can provide users with the most professional color quality solutions.
A global landmark building escort
As a global multinational company, Jotun has international advanced production technology and management experience, coatings have been widely used in Guangzhou New Baiyun Airport, Guangzhou TV Tower, Guangzhou International Financial Center and other projects. Even the Dubai Seven Star Sailing Hotel and the Burj Khalifa, the world's tallest building, use Jotun paint.
High-level Interview
Interviewee: Mr. Biren Arora, Vice President, Jotun Northeast Asia, Mr. Dong Zhaoming, General Manager of Jotun Coatings (Zhangjiagang) Co., Ltd.
: Ship coatings and decorative coatings, Jotun in which area of market share a little more?
Zotun interviewee: Construction is one of the key industries Jotun focuses on a wide range of related products, involving industrial protective coatings, such as steel structures used in buildings, concrete parts or fire protection for buildings, etc.
; Wall paint
,
exterior paint
,
floor paint
, in addition to powder paint, it is mainly used in furniture, household appliances, such as refrigerators, microwave oven surfaces, including ceilings, building curtain wall structure.
's ship coatings in China's market share occupies the first, industrial protection coatings share, because of the relatively fine, sub-sectors have more, integrated together in China is also the first. Decorative paint field, because we entered the Chinese market relatively late, the relative proportion is smaller.
: In different areas, how will Jotun products be differentiated?
: The situation is different for different areas. Some products are more globally unified, while others are more differentiated according to local market demand. For example, just mentioned some home-made products, for the local market there will be some differences. But some products, including marine coatings, are global because shipowners' protection needs for ships are similar in every country. Therefore, we segment global or localized products according to different product categories and needs.
: Jotun now has the highest market share in many regions, referring to all types, including industrial use, and home-wearing?
: Jotun Ship paint
is
first in China's ship paint. Just now we mentioned the first ship paint, industrial protection paint is also the first. Industrial protection coatings include construction coatings, such as steel structures for construction, concrete, fire protection, which belong to the industrial protection coatings, in addition, there are for oil drilling platforms, wind power equipment, equipment manufacturing, petrochemical equipment and so on, these also belong to industrial protection coatings, we are also the first in this regard. In terms of decorative paint, Jotun's market share is not the first in China, we entered the Chinese market a little later. But Jotun has a color technology, the world's first color palette machine was invented by Jotun, put the color slurry into the machine, you can quickly and easily call out the color that customers want, Jotun in the color technology mastered the leading technology. At the same time, Jotun in China's decorative paint field is also very rapid development, unless the national dealer network, in Guangzhou, Shanghai has a flagship store. Globally, we are in Dubai, the Middle East market decoration paint share is the first, in Southeast Asia market share is also in the top three, we miss in China also has a strong development prospects.
: Jotun in the field of decorative paint, now in China's market share is not the first, Jotun in China's future development direction and objectives?
: From a group-level strategy, we want to make the Chinese market bigger and stronger. Because we are already number one in northern Europe and the Middle East, other regions should match. China is also a very large and competitive market. The Jotun Group also has high demands on the Chinese region, especially the implementation of the strategy is very important. We look forward to working in the direction of industry leaders, just like industrial and marine paint.
Southern Network: paint market outside the brand has a lot, in the field of decorative paint, these two years because of the import of agents are also more and more, the whole consumption grade in the upgrade, competition is so fierce trend, Jotun what is the magic weapon to win?
: From a business operations perspective, Jotun has a number of business units that have also gone through the process of behaving from small to strong, such as our industrial protective coatings and marine coatings. I remember in the late 1980s and early 1990s, when Jotun's industrial protective coatings and marine coatings just landed in the Chinese market. But the market always gives space, and we need to be the most professional on our own. In the past 10 to 15 years, Jotun's industrial protective coatings and marine coatings have started from scratch, and jotun has only begun to gain strength when other competitors have accounted for 30%, 20% and at least 10% of the market. But in these 10 years, through the strength of the head office investment and the active efforts of local companies, as well as the integration of the entire resources into the key points of development, the business gradually grew to become a market leader. I think decorative paint is the same, because we firmly believe that Jotun's strength and technical skills are there, the key to marketing is how we Jotun's core competitiveness to evolve into the consensus of the entire market, which is the most important. We hope to market to let end users know the strength of Jotun.
: What impression does Jotun want to impress end consumers? Your color palette is very professional, very strong, what kind of differentiated positioning do you want to play in the future Jotun paint?
: First we are color experts, second we are green experts, third we are customer demand experts. I think this is our future focus on positioning, from these three points, Jotun is also the first in the global market to use color machine enterprises. Unlike the original
for
painters to manually adjust colors, Theoton colors are automatic and the color system is more complete.
in terms of color systems, we work with the NCS (Natural Color System® system), the most widely used color numbering system in Europe. From a color point of view, it is three latitudes, the first is grayscale, from light to deep, from dark to bright. The second is called color, there are three basic colors, red, blue, yellow. The third is called chro color, from red to yellow, from yellow to blue, from blue to red, from blue to yellow, this color gradually is our color difference. Therefore, from the color system can be combined with at least a few thousand colors, Jotun from this system extracted more than 1,000 colors.
about color trends, humans have common characteristics, at what stage, at what level of cognition you will have what kind of trend. Remember that there is a poet in England who said that elegant taste and the beauty of the soul are inextricable, you can really appreciate the feelings in your heart, this is very important. I think the trend is phased, each country is not the same, different nationalities, cultures have their own background, there will be choices. But human beings have a tendency to be the same direction, the whole social development and human social development and natural development, are also such a trend, color is the same. So, Jotun as a true color expert we have to use well in this market.
green experts are from the overall perspective of Jotun, regardless of the external environment, for the development of our own company, for our ultimate users, Jotun must ensure green development. Jotun's global research and development team continues to innovate and develop new coatings with low volatile content and long-lasting results, with lower VOC content and reduced harmful emissions while delivering superior color results. At present, Jotun's green coating products have been recognized by many countries and regions around the world, the European REACH standard, Singapore green mark, Malaysia's ecological environment mark program and China's environmental mark certification.
In the marine coatings sector, Jotun's fuel-saving solution HPS (Hull Performance Solutions) is the key to future fuel consumption management and emission control, including the world's most advanced next-generation silane anti-fouling paint, high standards of technical service, and fully transparent and reliable measurement methods to measure changes in hull performance over time. Using HPS is 13.5% more energy efficient than the market average, and the world's leading shipowners are already using Jotun HPS.
In the field of industrial protection coatings, Jotun water-based coating solutions using raw materials environmental protection low toxicity, excellent corrosion performance, not only good appearance, but also flexible construction, convenient storage and safety, can adapt to conventional equipment.
In the field of decorative paint, Jotun's
interior wall coatings
are based on innovative adsorption decomposition formaldehyde technology, and the selection of 100% formaldehyde-free raw materials, and no environmental hormone APEO and heavy metals, to ensure the clean indoor air;
exterior coatings
excellent thermal reflection performance, keeping the home cool and comfortable, reducing air conditioning usage and reducing carbon emissions;
-free, solvent-
formula for flooring coatings to ensure a healthy environment on the ground.
in the field of powder coatings, Jotun's products offer better thermal reflectivity, replacing traditional plating surface technology and anode oxidation technology with advanced green technology. At the same time, Jotun's powder coatings are 100% recyclable, and ultra-low VOCs effectively reduce the health risks of coating workers at work.
customer experts, from all sectors we should be the needs of customers, whether it is current or potential needs. Potential demand can also be led, and some of Jotun's industry-leading technology concepts can effectively benefit end customers and be very friendly to the entire natural environment. For example, Jotun's HPS Hull Hull Solution for Maritime Transport is designed to protect ships in the ocean. Several ISO standards have now turned Jotun's testing methods into global testing methods.
Southern Network: Did Jotun apply for patent protection?
: We have patents. This is an international organization that supports it as a standard. Jotun's standards have become industry-wide. As an expert in customer needs, Jotun leads and continues to introduce new concepts to make customers realize that Jotun's potential from a technical perspective is limitless. From another perspective, Jotun offers a one-stop solution. Building must first hit the foundation and rebar, rebar to be anti-corrosion, will be applied to our
fire
. All the pipes involved in steel, the main beam and so on are reinforced, all involve anti-corrosion, fire protection needs, especially fire prevention as the first element of the building.
, for example, when a plane crashed into a building on 911, the building collapsed quickly because the combustion temperature exceeded the melting point of the steel structure, and Jotun-related products could be delayed for a certain amount of time. Therefore, fire-resistant paint is the most important for steel structure buildings. Many high-rise buildings with aluminum alloy, aluminum alloy should also be protected, after 50 years, 100 years, we use powder paint. Eventually all the houses will be decorated after they are finished, and we will paint them with decorative paint. Jotun can provide a one-stop solution.
Dubai Sailing Hotel, the world's tallest building Burj Khalifa is in Dubai, are our application case, sailing hotel world's tallest building Burj Khalifa, this is our very successful application to a one-stop solution two cases.
: Has Mr. Biren personally experienced the sailing hotel and the world's tallest building project?
.