A preliminary study on the localization of the hot

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A preliminary study on the phenomenon of "localization" of imported coatings: is it not fragrant for domestic products

a preliminary study on the phenomenon of "localization" of imported coatings: is it not fragrant for domestic products

September 25th, 2020

all along, "imported coatings" can be said to be an inseparable "topic" in China's coating market - why import? Doesn't it smell good? Is import synonymous with good quality Such doubts are still worth discussing

in particular, when the manufacturers who were once keen on "imported coatings" faced with the background of high costs, sluggish market demand, and the assimilation of domestic and foreign coating product quality, the compromise of the so-called "localization" of imported products gradually appeared, and slowly evolved into two "business forms" of original Packaging Import (pure import) and domestic production of foreign brands

so how much significance does "imported paint" have in China's paint market? What should we think of these "imported coatings" "Paint classic" tries to express its own views in this article, hoping to cast a brick and attract jade paint

-- editor

is it really necessary to import with original packaging

for a long time, the harmful substances in coatings have been regarded as the main source of decoration pollution. As consumers pay more and more attention to home environmental protection, environmental friendly coatings have become a hot topic in the decoration industry and are sought after by the market

in this context, paint, which is considered to have a high possibility of pollution and is closely related to quality and technology, is easier to stimulate consumers' "worship of foreign" psychology than other building materials products - imported paint is also popular in the Chinese market at this time

in fact, compared with China, imported coatings do have many great advantages in terms of testing standards, raw material differences, product performance and brand reputation, so they have been sought after by everyone and created a market

test standard - the most important test index of paint is the total value of VOC. VOC refers to volatile organic compounds, specifically refers to any carbide participating in atmospheric photochemical reaction except Co, CO2, H2CO3, metal carbide, metal carbonate and ammonium carbonate. In decoration materials, it can be understood as specifically referring to formaldehyde, benzene and other harmful substances

the national standard of this item is required to be lower than 120g/l, while the European standard is lower than 1iso 7765 ⑴ 5g/l. There is a large difference between the two standards. Relatively speaking, the factory standard of imported materials is more strict, and the safety and environmental protection coefficient is higher

differences in raw materials - due to the limitations of technical level, domestic coatings have the possibility of producing VOC harmful substances due to the presence of organic compounds in the processed products. After years of technological research and development, imported coatings can extract the effective components from natural inorganic substances as raw materials, which fundamentally limits the production of organic compounds and is more in line with the concept of green environmental protection

product performance - the overall performance of domestic coatings is relatively single, which has one or more advantages of moisture-proof, mildew proof, fire-retardant, long service life, wear-resistant and other characteristics. It is impossible for a product to have all the characteristics. Imported coatings are particularly famous in the world because of their profound technical background, especially the technical level of industrial and artistic powers such as German technology and Italian technology. It is ahead of domestic brands in both practicality and artistry

brand reputation - the brand promotion of domestic coatings is basically concentrated in China, and the application area meets the national needs, but the style is relatively simple, which is difficult to form international popularity. Most brands of imported coatings have a long history of word-of-mouth accumulation. Most of them have a century old corporate culture and high international popularity. They have the characteristics of leading and conforming to the international art trend. For citizens with increasingly international personal style, they have more attraction to show themselves

of course, "slim ladies and gentlemen are good", people's pursuit of good things is instinctive, especially when the consumption level of consumers rises, and they are able to pursue and realize it, so there is a "necessity" for imported coatings. Fundamentally speaking, "imported coatings" only comes from the needs of consumers

why is the imported coating "localization"

"the larger the market, the lack of norms, the market will be chaotic". In recent years, imported coatings have been gradually "demonized", and various labels have emerged in endlessly - imported from Italy, Germany, and the United States... It seems that it is embarrassing to sell them on the market without marking "imported"

imported original packaging: generally refers to the actual production and processing in the registered origin, and there is no change after entering the country of the sales region

imported non Original: refers to the goods are not produced and processed in the registered origin. For example, German enterprises set up factories in India to sell the products produced to other countries. For other countries, such products are not imported with original packaging

import subpackaging: raw materials are imported abroad and decomposed and repackaged in the country of sale

several different concepts of "imported coatings"

however, how many "imported coatings" are really "imported"? Some people in the industry told the paint classic:

"Apart from the original import of large brands, there are several ways to 'import coatings': one is to register a company abroad, build a station, and package it into a foreign brand, which has high precision and repeatability; it can be used to carry out the tensile, tightening, bending, shearing and peeling tests of various materials according to national or international relevant standards, and then produce it domestically; the other is to find a coating factory (small workshop abroad) abroad , sign a OEM agreement; Another kind is that the original original imported products have become domestic production/OEM, but has always lied about the original imported products. "

in fact, this is a common phenomenon in China's paint Market: through several ways of operation, the profit of a barrel of paint can sometimes soar five times or ten times. Therefore, many small and micro paint brands in China are flocking to it. How significant is such imported paint? It's worth a big question mark

6. Measurement range of large deformation: 10 ~ 800mm

however, the high cost of pure imported coating products makes it destined to focus on the high-end market, which greatly limits the market space and profit space. In order to maximize their interests, many enterprises choose to produce the so-called "imported coatings" in China, that is, to use foreign high-standard raw materials and manufacturing processes that can also adjust the strength of the materials, and to implement the same foreign inspection standards to ensure product quality. In this way, at least the visible cost of logistics transportation can be saved, and the customs declaration formalities of imported products can be reduced

this approach seems to be understandable, but the premise is to show that the products are produced in China, in accordance with the "import standards" to ensure product quality. If it is just for the sake of concept, ignoring the quality of products and fooling consumers, it is undoubtedly a behavior of harming others and not benefiting ourselves. Ultimately, it will damage the trust of consumers and even destroy the sustainable development of the industry

however, it is gratifying that there are still many manufacturers in China's paint market who insist on original imports and pure imported coatings. Most of them position their brands in the high-end market, do not compete for small profits, and carry the banner of "quality" and "quality", so that the brand can develop in the long run. "Sincerity is the most touching thing", so is persistence


"times make heroes". Imported coatings are gradually thriving in the tide of the development of the times, meeting people's high-end needs. We welcome more high-quality foreign brands to settle in, but refuse to "cheat" imported coatings

when "imported coatings" are gradually "localized", its most essential necessity cannot continue. Then why should consumers choose "imported coatings" with the same quality as domestic coatings but more expensive

we remind consumers to consume rationally and avoid being charged "IQ tax". Those who choose imported coatings should ask for relevant certificates such as "coating import filing", "coating import customs clearance", "coating dangerous goods identification report" from the brand

although there is still a gap between domestic coatings and foreign coatings, they are also struggling to catch up. Domestic coatings are also a better choice, and not only foreign coatings are the best

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