Children's paint three issues

According to relevant statistics, there are about 800,000 children who died of respiratory infections caused by decoration pollution every year in China. The death causes of more than 300,000 children under the age of 5 are related to indoor air pollution, especially some new and newly renovated kindergartens. And the home indoor environment is very serious. In children's room decoration and decoration materials, the hidden dangers of paint and paint are the greatest. The formaldehyde and benzene contained in them are the biggest killers of children's health, and it is an important cause of leukemia and cancer in children.

The children's paint market was once hot in the spring of 2009. At the spring decoration building materials exhibition in Hunan in March, China Resources and Mei Tushi adopted children's paint as an important product recommended to end consumers. China Resources Paint's booth decoration style is also designed to match children's paint. . Mei Tushi also placed children's paint products in the prominent position of the booth. At the same time, in March, Garbo Paint also introduced a new series of children's paints to replace the new “Happy Baby” children's lacquer. Progressive products are children's latex paints and children's waterborne wood paints.

The child market suffers from bottlenecks 1. The concept is difficult to highlight:

In the interview, the reporter found that many dealers, including manufacturers, have a frustration for children's paint. Children's lacquer is a hot potato that shouts loud, but at its core. There is no core competitiveness but just a "sales card." There are certain historical reasons for this: Children's lacquer is currently in the country for more than 10 years, but it is still just starting and the market is not mature enough, although consumers have corresponding environmental awareness. However, when marketers are marketing, for the lack of concept and lack of knowledge, it is difficult for marketers to accurately express to the consumer what the child is, what kind of characteristics, and to persuade people to buy it. Consumers can only learn from brands and advertisements, and the final understanding is still at an awkward stage.

Another reason is that the products are highly homogenous and the Blue Ocean Strategy has been repeatedly promoted. The important reason is that market segmentation will reduce the negative impact of homogenous competition on companies. The Red Sea has been exhausted and the industry is faced with the conversion of ideas and the ups and downs. This is the consensus of most people in the industry. However, we have seen that companies such as Nippon and Dulux who are leading the way in high-end product segmentation, such as net taste, no-add, and Garboli's algae mud, are ambiguous, slogans, and similar. The qualitative phenomenon is still evident. The concept of children's lacquer is not well highlighted. For many dealers, the so-called children's paint is notoriously difficult to obtain the inner recognition of the industry.

In the interview, the leader of Shanghai market leader Garry Jia, who leads domestic children's lacquer, said that children's lacquer currently ranks first in China, but “the segmentation market has his disadvantages”, and will increase the production of algae in the middle of the product. Promotion efforts, the future positioning of Garbo Li will move from a single child paint to a comprehensive one.

2. Thinning profit margins, manufacturers' production cost pressures are very high:

Children's paint is a high-end product, and its core is higher environmental protection requirements. Therefore, enterprises need to invest in the production of children's paint, which faces technical and cost pressures. In the final analysis, the cost is further increased and the profit space becomes thinner. Contradictions. This year due to the impact of the large environment, the profit margins of manufacturers have declined, and the pressure of large-scale enterprises has also existed. The greater pressure is on SMEs. The price increase of raw materials is also tantamount to worse. All of these factors make the company's profit margins thinner.

3. Most consumers are concentrated in high-end consumer groups:

The data shows that China's population under the age of 15 is 25,360, accounting for 13.8% of the world's total, and it accounts for 19% of the country's total population. The audience is quite large in number. Hualong Paint Wang Dechun said that there are not many people who can spend thousands of dollars on children's paint. Many consumers still have considerable concerns and may consider alternative products. Therefore, we should see that the audience is mostly concentrated in the high-end consumer groups, and the low-end income earners have a strong wait-and-see attitude. Zhengzhou Chatnet.com's corresponding regulatory standards will be introduced at the end of this year. The children's market needs to be standardized:

It is reported that "General technical conditions for children's furniture" is expected to be introduced by the end of 2011. For the first time, it has been clarified that children's furniture should be suitable for children aged 3-14. Standards include the content of toxic and hazardous substances and the use of safety warning signs. In particular, there are stricter restrictions on the control of toxic and hazardous substances. The limits of toxic and hazardous substances mainly concern 10 substances such as formaldehyde and soluble heavy metals, which are similar to those related to children's toys.