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The author observes that water-based paint and whole bathroom have become two obvious industrial trends in the home building materials industry. Although there are pioneers such as Chenyang Water Paint and Seagull Living, it is not easy to sit on the top of the throne. Under the clear and firm market structure, the opportunity for the latecomers is very large, and the big guys need to continue to work hard.
There are two categories above the air outlet, one is a full bath and the other is a water paint. This is not a pseudo-wind, but a solid industrial trend, and the market penetration rate has risen steadily.
The morning sun in the water-painted plate and the seagull in the self-contained sanitary ware market are two older brands. The former started to paint with water and made a full effort. The latter transformed in 2012, stormed the whole bathroom, and also spent money to buy a special one to do the nest.
Although he is willing to invest, but the competition in the entire market has escalated, the two companies have not been able to win the top spot in the segmentation category. For example, the whole bathroom is active in Keyi and Xinling. Professional brands such as squatter houses are eye-catching, and their market share is quite impressive;
The water paint market has attracted several first- and second-line brands such as Three Trees, Dulux, Carpoly, and Kao. Bet.
According to the current situation, whoever comes to sit on the throne of the boss still has a lot of variables.
First, the prospect of water-based paint is huge
The prospect of water-based paint has no doubt. According to a research report issued by research institute Zion Market Research, the global water-based paint market scale is 583.9 in 2015. Billion dollars will reach 78.24 billion US dollars by 2021, with a compound annual growth rate of 5%.
It is said that in the European and American markets, the market share of waterborne coatings accounts for more than 60% in some places. In China, CITIC has reported that China’s waterborne coatings account for 39% of the entire industry.
In the context of reducing environmental pollution, from the official to the private sector, pushing water-based coatings is undoubtedly a consensus. The Ministry of Industry and Information Technology has documents, the Ministry of Environmental Protection has policies, and local policies have regulations. Even patent applications for water-based paints have increased dramatically.
For example, as early as around 2012, many provinces and municipalities have introduced policies to restrict the production and sales of oil paints, and encourage the promotion of water-based paints.
In July 2016, the Ministry of Industry and Information Technology and the Ministry of Finance issued the “Action Plan for Volatile Organic Compound Reduction in Key Industries” to clarify the main task of the coatings industry, which is to focus on promoting green coating products such as waterborne coatings.
In the air pollution control plan and the blue sky action plan in various places, most of them mentioned the special rectification of volatile organic compounds and the elimination of organic solvent-based coatings. A number of policies are exerted, all of which are water-based paint platforms. In addition to the above mentioned 39% market share, what is the current status of domestic waterborne coatings?
There are public data showing that the waterborne coatings market in 2016 was 54 billion yuan, an increase of 8.22 over the previous year. %. From 2000 to 2016, China’s waterborne coating patent applications increased year by year. Especially after 2007, the number of waterborne technology patent applications increased sharply, with 508 in 2014 and 477 in 2016.
So, which brands have listed water-based paints as a new product strategy?
According to incomplete statistics of large-scale research, almost all first- and second-line paint brands have Transformed to water-based coatings, built a special water paint production base, and some even set up a special water paint brand.
The morning sun of All in water-based paint is self-evident and belongs to the old qualified brand. Waterborne Ketian is also a strong team that can rank top. In addition, companies such as Sanshu, Carpoly, and Mei Tushi have also made heavy bets on water-based paints. In foreign-funded enterprises, Nippon and Dulux are also the rush of water paint.
Speaking of Chenyang lacquer, it is also a 20-year-old predecessor. The large-scale research has noticed that many brands such as Nippon, Dulux, Sanshu, Jiabaoli are still pushing green paint. When the paint is healthy, Chen Yang goes straight to the theme and pushes the water-based paint.
On the official website of Chenyang, all products are named after water paint: home decoration water paint, wood water paint, engineering water paint, industrial water paint, etc.
According to public information, the 2008 Beijing Olympics project, the 2015 wedding 9· the 3rd military parade Tiananmen repainting, and the bird’s nest re-painting, all use the products of Chenyang, which is evident in the North China market. Shang Yang’s status is currently leading.
In order to promote himself to the status of “water paint endorsement brand”, Chenyang has no less effort than any brand, such as the waterborne paint academician workstation and the Hebei Waterborne Coating Engineering Technology Research Center.
Perhaps more weighty, in cooperation with the Institute of Engineering of the Chinese Academy of Sciences, built a water-based coating nanomaterials laboratory, with the endorsement of the Chinese Academy of Sciences, the recognition of technical strength can be improved .
The bigger professional action is that Chen Yangjian is the leader of the water-based paint industry standard, and at the same time expands production capacity. The large-scale research has learned from the open channels that their current production capacity is 1.05 million tons. Up to 1.25 million tons, this figure is placed in the entire industry, basically the level of the big brother.
There are also many marketing tools. The over-the-counter research has done a preliminary review. At least the following representative actions have emerged: in 2017, the water paint day will be set, and the 17th of each month will be set. For the morning sun water paint day, engage in water paint experience and promotion; organization & ldquo; paint master to go home, through the oil channel to promote water paint; launched “green nest billion homeActivities; take advantage of the “China B&B Coating Trend Report”, push the water stone; set up the China Water Paint Research Institute, run the water paint festival, release the “2017 China Water Paint Consumption Trend Survey Report”; double eleven concentrated efforts, cut The total sales volume of 26.5 million.
Described in one sentence, it is to seek the goal of water-based boss.
Unfortunately, Deng Chaoming, founder of the overgrown research, found that the short board of Chenyang is quite obvious:
First, its popularity is not high enough, compared to Nippon, Dulux, Sanshu, China Resources, etc., the gap is still relatively large, the space for improvement is still very large, and it is necessary to detonate fame and reputation as soon as possible. Otherwise, it may face the severe challenges of traditional big names such as Dulux, Sanshu, China Resources, and US Tushi. .
Second, the movements of technology and marketing are frequent, but unfortunately there are weaknesses, and the density of national outlets is not enough. The large-scale research visits found that many building materials markets or home stores have Dulux, Nippon, and San The tree is waiting, but there is no morning sun. In addition, the construction team it has established is not widely distributed, and the popularity of water paint in the workers’ circle needs to be improved.
The challengers have been closely following. In 2017, there was a public report that Sanshu plans to invest 30.5 million yuan to increase the production capacity of waterborne coatings (latex paint, texture, color and accessories) by 202,000. Tons per year.
Guotai Junan had an analysis in 2016, arguing that water-based coatings accounted for up to 80% of all products in Sanshu. You know, in 2017, Sanshu’s revenue has exceeded 2.6 billion, and it has won a lot of engineering orders. According to this situation, the offensive of Sanshu’s water-based paint will be very rapid.
Another role is Carpoly, with a revenue of at least 3 billion. It has achieved fruitful results in the research and development and production of waterborne coatings. In 2016, it won the 18th China Patent Excellence. The award, and its water-based paint division in recent years, the results are quite good.
It is said that in the 1990s, Carpoly established a special waterborne wood paint research and development team, and later cooperated with South China University of Technology. It is said that the paddles and bamboo rafts used in the opening ceremony of the 2008 Beijing Olympic Games are the water-based wood lacquers of Carpoly.
The US painter who was listed on the New Third Board, the main paint business in 2016, shows that close to 10 billion in revenue, there is a provincial water-based paint research base in hand, in 2017 The key laboratory of Guangdong Province’s energy-saving and environmentally-friendly water-based coating technology enterprise has received government funding of 1 million yuan.
The large-scale research is seen on the official website of Meishishi Furniture Paint, along with PU paint, PE paint, NC paint, UV paint, and water-based paint appears as a column alone. In fact, as early as 2012, the large-scale research found that Mei Tushi had a water-based paint patent in the same year, called “a water-based wood lacquer and its preparation method.”
However, Mei Tushi did not fully promote the water paint, but instead put a lot of energy into the category of art paint.
Even in the traditional category of industrial paint, water-based has been on the string. Suzhou Jiren High-tech, which is listed on the New Third Board, has been included in the plan. In 2014, a high-performance water-based paint engineering technology research center was established. In 2015, a joint research laboratory for industrial paint water-based technology was established with universities. In the same year, “Natural Green Coating Zero VOC” The water paint completed the technical conversion and was nominated for the Gold Award of the Industry Fair.
Later, Hubei Jiren Waterborne Automotive Coating Co., Ltd. completed construction and put into production. Last year, Jiren Paint Industry brand new water-based paint won the Jiangsu Famous Brand Product Certificate.
In the subdivided areas of water-based paints, such as water-based wood lacquers, water-based wall paints and other heavy-duty sub-categories, there are also professional brands, such as Berdink, mainly for water-based wood lacquer and water-based wood coating. . There is also a Kao paint, which has specially established a brand like Kao Water Paint.
The step is even bigger. It may be the water-based Ketian, the company that Yao Ming endorsed, cut through the water, put on the product line of home improvement materials, cabinets, wardrobes, furniture, etc., and “not toxic” Furniture, “ The concept of non-toxic whole house customization.
However, unfortunately, according to the “Beijing News” report, in May, the Shenzhen Municipal Market Supervision Administration in the sampling inspection, there are three “water-based products are unqualified, according to this Come, the goal of water-based non-toxicity has yet to be truly implemented.
For many new entrants, in the absence of strong capital and superior resources, the possibility of killing the first echelon of water paint is very small. However, if you have outstanding water-based paint technology results, or you can quickly lay out outlets, lay down the fully-renovated finished residential or apartment market, and get considerable engineering projects, there are still opportunities to get back a few rounds.
Deng Chaoming, founder of the overgrown research, believes that after all, water-based paint does not form a clear and solid brand recognition. The top 10 is not a monolithic pattern, and the opportunity for strong players is very large. This is exactly the case, Chen Yang has to occupy the throne of the boss, but also need to continue to enlarge the move.
Second, the lurking and outbreak of the self-contained bathroom
The time for the whole bathroom to enter the country is not very long.
According to the research of large materials, it probably came to Japan in the 1960s and was introduced to China in the 1990s. The GF Securities Research Report has an analysis showing that in 2014, the market for the sanitary ware market The penetration rate is only 0.15%, corresponding to a market space of about 1.2 billion yuan.
Japan’s self-contained bathroom penetration rate is relatively high, a saying that the penetration rate is more than 90%, TOTO has an announcement that as of March 2018, their home’s installed bathroom has sold more than 1,000 Million sets.
Putting it into the country, even if it is calculated according to the penetration rate of the bathroom market of 10%, the scale is still 100 billion. in caseSome companies have achieved the level of TOTO. In the first-line echelon, it is necessary to add another sergeant. It will not be worse than Wrigley, Huida and Jiu Mu.
There are many companies that have entered the market. First, there are Keyi, squatter, seagull, nest, Xinling, Hongli, etc. In the past two years, like Huida, Liansu, Dongpeng, Yuanda lived. Workers, etc., all add up to the whole bathroom, and they will be smoldering.
One of the more typical seagull sanitary wares is particularly early in the sanitary industry. In 2006, the Shenzhen Stock Exchange was listed.
After 2012, Seagull Sanitary Ware Co., Ltd. was established to establish a strategic deployment of dual-main business, on the one hand to develop integrated bathroom accessories, and secondly to enter residential energy-saving and industrial energy-saving fields, to provide solutions to the overall residential solution. Transformation. By 2017, Seagull Sanitary even changed its name to “The seagull lived and bet on the assembly-building market. One of the big cakes was a self-contained bathroom.
From the time point of view, the action of the seagull is earlier than Huida, and in the first-line bathroom brand, the seagull is undoubtedly the first group of awakened. After all, it is already the head force of 2 billion in annual revenue. It is very rare to be able to install all the bathroom.
Since 2012, in the following years, the seagulls have been moving continuously, ploughing the whole bathroom, and are willing to spend money and dare to spend money. For example, in early 2016, they won 90% of Suzhou’s nest. Equity, this is the nest is dedicated to the whole bathroom.
According to public information, there is a nest system sanitary ware founded in 2005, the main business scope includes the production of whole bathroom equipment, water heaters, sales products and sanitary equipment installation, and engaged in home appliance products board set and zero The import and export of parts, wholesale business, started the whole bathroom.
An article from the Business Times shows that Suzhou has a system in the design, manufacture, sales, installation and maintenance of the bathroom. It is second to none in the country. Japan’s well-known companies provide technical support, the name is: Japan’s Changfu Manufacturing Institute.
After the acquisition, in an interview with Xinhuanet, Chen Hao, deputy general manager of Seagull, said that in the entire six systems, industrialization, from the most difficult and complicated bathroom The system starts, and our waterproof chassis eliminates the entire leak and can significantly improve the quality of the home.
Soon after, Seagull spent 60 million yuan to buy Chongqing’s four-dimensional bathroom, using four-dimensional bathroom to have both marketing channels to help the custom-built bathroom of the nest to further open the market.
In the first half of 2016 alone, Seagull Sanitary Ware invested as much as 1 billion yuan, an increase of 329.93% over the same period of last year. It is mainly used to acquire a 90% stake in Suzhou, and an annual output of 65,000 sets of custom-made sanitary wares in Suzhou. Space project, Zhuhai annual production of 130,000 sets of custom-made bathroom space projects, as well as Internet marketing OTO promotion platform project.
In a large number of investment projects with expanded capacity, the whole bathroom has occupied more than half of the country.
Also in 2016, Seagull has set up a state-of-the-art industrialized integrated bathroom laboratory to technically support the new main business. On the basis of self-contained sanitary ware, the company independently developed flexible molds and opened up the business of custom-made sanitary wares individually to meet the individual needs of the owners.
Responding to the self-contained bathroom, the seagulls simultaneously implement the two strategies of residential industrialization and smart home. In fact, these two lines are still closely related to the whole bathroom. It seems that the seagull has a lot of movements and should be able to stick to the top seats in the bathroom market.
But to occupy the throne of the boss, it is estimated that the difficulty is relatively large, and there are too many challengers. The first is Huida Sanitary Ware. In June this year, the whole assembly strategy was released. The Huida resident was established. Its determination is not smaller than the seagull. It is only a few years later.
The large-scale research found that Huida’s efforts in the subsequent landing action were very strong. With a few practices, everyone could feel their hard work, such as: uniting many real estate developers. With the home building materials company, engaged in a livable Chinese alliance. For example, it became the first national residential industrialization base in the sanitary ware industry, and the first batch of assembly and construction industry base enterprises of the Ministry of Housing and Urban-Rural Development.
As far as product details are concerned, modular integration, smart bathroom, and quick dry construction for 4 hours are all the main selling points of Huida, which is also needed for the whole bathroom.
There is also Dongpeng Sanitary Ware, which changed the name to Dongpeng’s self-contained bathroom, and opened a special conference, which is not as strong as Huida. And the introduction of the package of the whole package, the layout is far more than just the bathroom, such as kitchen appliances, ceilings, doors and windows, etc., are covered.
It seems that Suzhou is a treasure trove of decoration. There is a nest in Suzhou, and another vanguard of the whole bathroom is “Ke Yi”.
The establishment of Keyi was only one year later than that of Nest. The official website shows that it has obtained more than 300 patents. It is also a national residential industrialization base and a fabricated construction industry base in Wuhu and Suzhou. Suzhou Xiangcheng has production bases.
In addition to the whole bathroom, the company also has a kitchen. The main market includes long-term rental apartments, hotels, hardcover real estate, integrated houses, etc. There are many well-known brands in the list of cooperative customers, such as long-term rental apartments. There are Beijing Jinyu’s “Free Building, Changsha’s pixel sinks, etc.”
There is a saying that Ke Yi is the largest manufacturer of self-contained sanitary wares in China, accounting for more than 70% of the total. This statement is difficult to determine.
There is also a squatter in Kunshan, which started late, was only established in 2014, claiming to introduce Japanese system bathroom experts, the main selling point is also 4 hours of bathroom decoration in place, as well as nano silver anti-mildew chassis, heat insulation Technical advantages such as insulation. For example, Vanke is a residence, and some projects use the products of the squatter.
And there are two production bases in Changshu and Jiangyin. The whole bathroom production line includes SMC and Caigang.And the tile, you can get 150,000 sets of matching whole bathroom every year.
Don’t neglect the Xinling of Changsha, the older brand, claiming to have a history of 20 years, the whole system of the whole bathroom products, including SMC, color steel, ceramic tile wallboard, etc., various styles, known as the year The production capacity is 200,000 sets. Both domestic and export markets have a strong performance.
In some public reports, it is said that Xinling’s overall bathroom products can account for 30% & mdash in the mass market; 40% share, ranking the top three in the industry. determine.
Hongli, located in Guangzhou, established a company in 2011, which is the flag of the leading brand. The company is positioned in the space capsule and integrates the honeycomb composite technology used in the aerospace industry to the civil building. field.
In the customer list, there are well-known companies such as Country Garden, Vanke, Poly, Wanda, Zhonghai, China Merchants, Greenland, Huazhu, Rujia, and Platinum.
The material research thinks that the concept of this space capsule is more interesting. Moreover, breaking through innovation and making differentiation from the material link is also a rare highlight of Hongli.
Several companies, such as Keyie, Suiwu, Hongli, Xinling, etc., although there is no big scale, there is no big crocodile behind them, but their own heritage is relatively thick.
Especially Ke Yi, Xin Ling, there are many projects at hand, the strength can not be underestimated, once the first listing, or marriage with the predators, the first place of the throne also has a chance.
Count down, presumably any company that works hard to install a bathroom will feel the pressure from the face.
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