Marketing: Children's paint "growing pains"

Core tip: editor's note: Ma Yun, the godfather of e-commerce, once said that for a new thing, people always have to go through four stages: invisible, despised, incomprehensible and too late These four stages are the most appropriate to describe the current "children's paint boom" in China Although there is no clear concept of "children's paint" and no relevant national standards have been issued, it is undeniable that children's paint has been in the Chinese paint market for nearly 10 years Application scope and advantages of roller ceramic coating Recommended introduction: the surface of ceramic rubber plate used for roller ceramic coating is cast into durable rubber plate by hundreds of independent small ceramic pieces Each ceramic piece has raised characteristics Under general conveyor belt pressure, thousands of unique cast bumps can produce positive traction, prevent slipping and extend the service life of conveyor belt roller At the same time, the bottom layer adopts high-quality rubber, which has strong elasticity and can play a good impact resistance role The scope of application of roller ceramic coating is one three six 83857180 (the same as V) 1 Roller coating in extremely harsh working environment 2 The belt joint is not suitable for fixing with iron buckle; 3 It is suitable for leather Paint Home News: editor's note: Ma Yun, the godfather of e-commerce, once said that for a new thing, people always have to go through four stages: invisible, despised, incomprehensible and too late These four stages are the most appropriate to describe the current "children's paint boom" in China Although there is no clear concept of "children's paint" and no relevant national standards have been issued, it is undeniable that children's paint has been in the Chinese paint market for nearly 10 years Shopping malls are like battlefields The weak wait for opportunities The strong seize opportunities The wise create opportunities Since the first group of pioneers, such as Fuya, mettux and cabaret, promoted the product of children's paint in 2002-2004, more and more coating enterprises have entered this market segment actively or passively, intending to take a share of it, and formed a pattern of several forces competing However, in the face of the continuous warming "children's paint fever", "chaos" also follows, because children's paint is more profitable than ordinary paint, and the country has not issued the corresponding industry standards, which makes some illegal businesses rush to enter, resulting in the same type of products in the market, low-carbon and environmental protection The concept of hype, reckless means of promotion and so on, let ordinary consumers as if "see through the fog." It is true that such "chaos" must not be a long-term solution Associations, enterprises, media, etc should join forces to participate in or assist in the early introduction of national standards for children's paint, so as to inject a "positive energy" into the sustainable development of China's children's paint market The demand of market segmentation promotes the healthy growth of children, which affects the hearts of countless parents In order to ensure the safe and healthy growth of children, more and more parents are more attentive to the decoration of children's rooms Even if the price is no higher, they are not reluctant to invest They only want to buy safe and healthy children's paint products During the June 1 children's day, Mr Zhang, who lives in Shanghai, started to decorate the children's room because of the promotion of children's lacquer Mr Zhang said, "my wife and I have twins, so for the sake of children's health, I will give priority to the choice of paint as long as there are three words of children's paint, and I want a big brand." Mr Zhang also said frankly that the environmental protection coefficient of children's paint is certainly higher than that of ordinary paint, and the quality is more guaranteed At the same time, there are not a few consumers with the same ideas as Mr Zhang "What can be used for children must be the most healthy and environmentally friendly" Many consumers have this mentality Children's paint is not only the first choice for ordinary consumers to decorate new houses and children's rooms to welcome the birth of new life and ensure the healthy growth of their babies After more economic and loose white-collar workers and successful people understand the environmental protection performance of children's paint, the use of the product has been expanded to all rooms including living rooms and study rooms Children's paint can only be divided into one room from the original With less than 1 / 5 of the shares, it has become a monopoly of all rooms, and the market capacity has expanded rapidly It is understood that children's paint is a relatively high-end home decoration coating product, because to achieve extreme environmental protection, the cost is relatively high In some economically developed areas of Jiangsu and Zhejiang Province, children's paints are used for the painting of some family villas, and the amount of paint purchased by a single family is up to tens of thousands yuan Our reporter visited many building materials markets and found that at present, there are high, middle and low grades of children's paint products, and the prices are also very different Top grade children's paint brands include Carpoly, duluxi, finlin and sankeshu, while middle grade children's paint brands include Fuya, Xingguan, etc There are also some low-grade children's paint brands, such as Oriental, Tsinghua family, etc In terms of price, taking a bucket of 5L paint as an example, the price of common paint generally ranges from 100 to 500 yuan, while that of children's paint ranges from 500 to 800 yuan, or even 1000 yuan The price is about 1-3 times higher than that of common paint For example, the price of a 5-litre duluxi "bamboo charcoal full effect children's paint" is 738 yuan, while the price of ordinary full effect paint of the same specification is only 508 yuan; the price of 5L Fuya healthy children's bedroom paint is 288 yuan, while the price of ordinary interior wall paint of the same brand is only 130 yuan; the price of Cr Disney Miaoyuan paint is 569 yuan / 5L, which is about 400 yuan higher than the price of ordinary wall paint The main selling points of children's paints are also different For example, Carpoly's five core functions are "ultra-low VOC, deodorization, continuous release of negative oxygen ions, strong anti pollution and anti mildew, easy to wash and wipe"; duluxi's all-purpose children's paint is "natural bamboo charcoal factor, excellent effect and easy to clean, expert color scheme"; PPG master paint in the United States is "super covering power, 1800 kinds of mature color options" and so on; Mickey's four major "air" The advantages of "shield" However, for some of the cheapest low-grade children's paints on the market, these small-scale enterprises originally have high purchase costs, but the products are so cheap, and it is doubtful that their quality can meet the standard of children's paint decoration Industry insiders said that the existence of the market is reasonable Children's paint is really loved by consumers because of its superior environmental performance than ordinary paint, which is a great business opportunity for enterprises At the same time, we should also remind consumers that they need to "polish their eyes" to distinguish high-quality and low-quality children's paint Generally speaking, the qualified children's paint should have the following four characteristics: first, environmental protection, VOC and other harmful substances content should be extremely low or even 0; second, it should be resistant to scrubbing, not easy to powder; third, the glossiness should be higher than ordinary wall paint, so as to protect vision; finally, it needs to be able to call out rich colors When consumers buy children's paint, the key is to see whether there is a sample of the paint on the spot, smell the pungent smell, and paint several strokes on the sample to see if it is easy to wipe off, so as to identify high-quality products Children's paint: from obscurity to "the crown of group paint", it is understood that as early as 2004, domestic paint enterprises such as cabaret, Fuya and Maxus have successively launched children's paint and its upgraded products In recent years, many domestic and foreign paint brands have launched children's paint products, and started high-frequency advertising, terminal promotion Many small and medium-sized brands have been following the trend since duluxi, China Resources and other big brands stepped in with high profile The continuous improvement of consumers' awareness of environmental protection has also accelerated the development and expansion of children's paint potential market Fuya may be the first company in the industry to propose and promote children's paint As early as 2002, Fuya began the advertisement of "Fuya children's paint, no VOC organic volatiles, farewell to the toxic era" on TV and radio In August 2002, VOC in bedroom paint of Fuya healthy children was not detected in the spot check of Beijing Administration of industry and commerce In the same year, Fuya officially applied for a patent for the technology of "emulsion paint without VOC and its preparation method" to the state and obtained the patent certificate If you consider the cost performance, you can choose Fuya Although most people know that Fuya starts from "the boss drinks the paint", Fuya's strong position in the middle-class children's paint market is not illusory According to SouFun home According to the list of coating products, Fuya children's bedroom paint is the only one of the top ten children's paint products, which shows that Fuya has made a lot of efforts in the promotion of children's paint In addition to Fuya, the first to launch children's paint products are also painters In 2002, the company launched multi-functional children's paint and cabinet paint, and also took a good name - "magician" But at that time, it was mainly wood paint products, mainly with rich colors as the prominent selling point of the products In 2003, based on the launch of baby health star, another brand of Callis also re launched the Callis magician children's paint cabinet paint Different from many children's paints, this is a wood paint product, emphasizing color, stain resistance and scrub resistance In 2004, Carpoly launched the first generation of children's paint products - "BB forest oxygen bar" children's paint, which is divided into two categories: Children's latex paint and children's water-based wood paint Subsequently, the huge investment in CCTV and local satellite TV repeatedly bombarded children's paint ads, creating a pioneer in the promotion of children's paint For a while, the children's paint made a great reputation In 2004, Mickey children's paint was founded and established as the main development direction of the enterprise In 2006, Suzhou Libang Yashili coating Co., Ltd launched children's dream color products In 2008, China Resources paint and Disney launched China Resources wonderful paint In the first two years of listing, China Resources did make some efforts in market promotion and left a deep impression on consumers in terms of special coating effect China Resources joining in the children's paint market is undoubtedly icing on the cake In 2008, duluxi full effect children's paint came into the market Because of its high popularity, duluxi's joining will undoubtedly further enhance the attention of children's paint However, maybe it is lack of three-dimensional promotion of land, sea and air, and the light of duluxi children's paint is covered by the brand name When it comes to duluxi, not many consumers can think of its children's paint Following the introduction of total effect children's paint by duluxi, Finnish finlin paint and Finnish digura company's latest children's series health paint have been selected by Beijing Children's hospital In 2009, Carpoly again launched the second generation of children's paint products - Carpoly "happy baby" children's paint At the end of 2009, Carpoly launched the third generation of children's paint products - Carpoly "smart baby" children's paint, leaving a large group of followers far behind In 2011, Gabrielle "Henny baby" children's paint went on the market In the following years, 3A environmental protection paint "love baby" pure environmental protection wall paint, Royal baby children's room special paint, Ali master a087 low carbon children's paint and so on were launched More and more enterprises joined the children's paint market segment, making the children's paint market in China unprecedented prosperity, and began to show the trend of flying in the air According to incomplete statistics, at present, there are more than 30 enterprises that have launched children's paint products, and about 10 enterprises with certain popularity, such as cabaret, Fenlin, PPG, duluxi, China Resources, Fuya, mettux, Hongchang, three trees, Mickey, healthy apple, etc It can be said that regardless of China