In the home market, the flood of children's paint is “small” or “green”

The safety and quality of children's household products have always been the focus of consumers' attention. The products used by children in their home life are also endless, and some home building materials products that are “child-only” are also increasingly enriched. With the advent of the Children's Day on June 1st, we have planned a series of reports focusing on the safety of children's household products, hoping to promote deep attention to children's home products.

The "children's paint" products in wall paints are designed with the "flag" designed for children, and they are also "high on the price". Isn’t the “child paint” in the national standard category really higher in technology, or is it just marketing “small”?

Children's paint in the home market is "flooding"

Recently, many consumers who are decorating have asked reporters that many “children's paint” products have been found in the home market. For the health of children, it is necessary to choose such products when decorating children's rooms. A paint industry insider told the Beijing News that although there is no standard for the "children's paint", many domestic and foreign paint brands have launched a series of interior wall products for children.

The reporter entered the keyword "children's paint" in the search engine, and appeared various brands of "children's paint" products. There are also brands specializing in the production of children's paint products on the market. On the official website of the well-known domestic brand Carpoly, the “Jia Baoli Children's Paint” series “Hei Ni Baby” was created in a conspicuous position; “Product Center” on the official website of Sanshu "The page, its children's paint series "Baby Children's Health" as the main product is also placed on the front page.

The reporter found that not all brands directly named "children's paint", but in the promotion, they mentioned "for children's room interior decoration" or "for children's activity environment." “Ultra-low VOC emissions” and “super scrubbing” are common features of all brands of children's paint series. Some products will also be labeled as “multi-color system selection”, “net taste”, “purification of formaldehyde” and “purifying air”. "All kinds of functions."

Most children's paint prices are high

According to industry insiders, the concept of children's paint has appeared in China for nearly 10 years. According to the staff of the China Coatings Industry Association, the association has not counted the output value and output of children's paint on the market, but it can be observed that almost all brands have involved or planned. According to the incomplete statistics of the Beijing News reporter, more than 30 companies have launched their own children's paint products, such as Dulux, Finlin, PPG, China Resources, Carpoly, Mei Tu Shi, Fu Ya, San Shu, etc. There are about 10 companies with a certain reputation.

In the same brand, the children's paint series products tend to be higher than other series, and belong to higher positioning products. In the Finlay paint store, the owner said that the price of the children's paint series “Children's Painting Children's Paint” is 550 yuan/barrel, and the net content of each barrel is 3 liters. Compared with the most cost-effective series “Eu Tiehua Interior Wall Paint” 980 The price of Yuan/10 liters is regarded as the middle and high-end products in the brand; in Shilihe Minle Building Materials City, a stall owner selling “Fuya” paint told reporters that the ordinary “Fuya Health Ambassador” is priced at 280 yuan/ 5 liters, "Fuya Health Children's Bedroom Paint" is 388 yuan / 5 liters, is also a more expensive product of the Fuya brand.

Is it more environmentally friendly?

During the visit, the Beijing News reporter found that the ingredients marked by children's paint products did not seem to differ much from other series of products. Taking Fenlin as an example, "Children's Painting Children's Paint" is the same as other products. The raw materials are water, acrylic emulsion, titanium dioxide, calcium carbonate, dispersant and defoamer. The staff claimed that the children's range of VOC (Volatile Organic Compounds) and free formaldehyde emissions is lower and safer than other products. Moreover, children's paint has better scrub resistance than other products. If the child is applied to the wall, it can be cleaned several times to ensure the quality of the paint film.

In the Dulux Green Home franchise store, the reporter saw the product test report of “Dulux full-effect children's paint (no added)”. The report shows that the inspection results of all inspection items such as VOC and free formaldehyde are all “undetected”, while the environmental performance of another product “Dulux Bamboo Charcoal New Residence” is worse. It is detected in VOC and other testing items. data. Merchants say this is one of the reasons why children's paint is the most expensive.

In the official flagship store of Jiabaoli Jingdong Mall, the reporter saw two products of the same type of "seaweed mud net taste latex paint" 1KG, "type male special" my type 'sea algae mud net taste latex paint" is priced at 198 yuan And "Children's special 'My prince' seaweed mud net taste latex paint" is priced at 598 yuan, a difference of 400 yuan. The staff of the Carpoly market explained: "The latter price includes tools such as barrel brushes, and the price gap is relatively large. In addition, children's paints control the content of harmful substances from the production process, technical requirements and quality requirements of raw materials are particularly high. The investment in research and development costs will increase relatively, and the price will be more expensive than the ordinary series of products of the same grade.” But the staff also admitted: “Different brands have their own functional positioning and market positioning, and the price difference is normal. of."

Is the hoe more than the actual effect?

During the visit, the reporter also found that some front-line sales staff did not recognize the value of children's paint. At a booth in Shilihe Minle Building Materials City, the stall owner told the reporter: "The effect of children's paint and ordinary paint is not much different, and the environmental performance is similar. Buying children's paint is not as good as buying other series, the same bucket of 5 liters, the price is less than children's paint. Half of the truth. To tell the truth, the reason why children's paint is expensive is to put the word 'children' on the top. Consumers have to pay for the advertising expenses.” At the Luxin Home Furnishing Store, the sales staff said that there is no special child in Dufang. Paint, and said: "As long as the environmental protection is done well, it is not suitable for children. Why do you want to label children? It is just a name."

Song Guangsheng, director of the National Indoor Environment and Indoor Environmental Product Quality Supervision and Inspection Center, said: "It should be said that as long as it meets the national standard "Limits of harmful substances in interior wall decoration materials for interior decoration materials" (GB 18582-2008), it is a qualified product, you can rest assured Use. Children's paint, is a kind of self-named enterprise, should be a gimmick of corporate hype. On the other hand, how can a child stay in his room? He will also go to the living room, parents' room, other rooms. If the interior wall paint is contaminated, it will also cause harm to the child. The pollution of other rooms will also affect the children's room. From this perspective, the environmental safety effect of the simple 'child paint' is not valid."

Consumers pay for "selling points"

A senior person in the industry told the reporter that in fact, the product is labeled as “children's paint” for publicity and packaging, which is also a means for coating companies to differentiate their product market and promote it. In the interview, the reporter also found that in addition to "children's paint", there are other products on the market for different groups of people. For example, the three trees launched the "painting" for the newly-wedded decoration room, the "pregnancy-specific paint" introduced by the desert oasis, and so on. Similarly, some products that are not “children's paints” also claim to be “suitable for children and pregnant women” during publicity. For example, Finlin's "super ecological interior wall paint", the leaflet states "pregnant women, babies, the elderly preferred decoration."

According to Rong Yu, the manager of the Purity Purchasing Department of the Real Estate, there are often multiple series of interior wall coating products of the same brand. Since each product has different functional features, the merchant will price according to the cost and design corresponding selling points. "Children's paint" is similar to "anti-formaldehyde", "net taste king", "antibacterial king" and other series, and is also a market positioning strategy. Du Yawei, Minister of Finlay Paint Marketing Department said: "For the segment of children's paint, the brand should develop the best environmental performance and physical properties of interior paint, suitable for children, which is qualified and 'best'. The difference between the two, but the production costs have increased, the price will go up, so from the perspective of cost performance, the cost of children's paint may not be high. But for groups with higher requirements for environmental protection, cost performance is often not the most critical."

However, in the sales channels, there may still be “unknown” in children's paints. Rong Yu said: "In Lido, the total sales of children's paints does not occupy a large proportion of interior paints, no more than 10%. The best sellers are the Volkswagen series, which is relatively moderately priced." I told the reporter: "Working in the company for 4 years, I only encountered a customer who used children's paint. At that time, the customer used a large paint surface and required a high environmental protection index. The paint used by children was considered to be environmentally friendly. Use."

"Children's paint" market strategy is not very smart

According to Liu Chen, vice president and secretary general of the Beijing Home Furnishing Industry Association, there is no difference between children and adults and other groups. If children's paints have better environmental and safety performance, why should they be defined as “children's paint”? Can't adults use it? Isn’t this kind of behavior of locating products by dividing people into narrowing their own market? This kind of non-"one-minded" market strategy is not very clever. Liu Chen said that the same cost will be invested in more environmentally friendly product development, and products that can be used up to the oldest and down to the baby can be developed. It is also possible to locate high-end products, so that "the price is not cheap" is not more popular. ? Consumers buy building materials, and they value product quality and environmental performance, rather than targeting the crowd. There are probably not many people who can impress this market strategy.

There is no uniform standard in this market.

The children's user group is quite special and is very sensitive to substances such as VOC and free formaldehyde. Du Yawei, Minister of Finlay Paint Marketing Department, said in an interview that good children's paint should start from the research and development process, from formula to use high-quality raw materials, and strictly control the emission control of harmful substances throughout the production process to ensure environmental protection of products. Sex.

In addition, for the nature of children's painting and play, the physical properties of children's paints must also consider the environmental protection of color, easy scrubbing, strong anti-pollution ability and so on. Good children's paints are indeed different from ordinary products, but this market is very large, there is no uniform standard, and there are many mixed phenomena. Not every brand's "children's paint" quality is consistent, and consumers should choose a comprehensive comparison.

â–  Reporter observation

Who is hurt by excessive hype?

Children and adults have different physical standards and have more stringent standards for their environmental performance. But is it necessary to develop products specifically for children? Before entering the market, each product needs to be supervised by multiple standards such as national standards, industry standards, and quality supervision departments. When formulating these standards, the market supervision department must have considered in advance whether various people are applicable. Businesses specializing in the production of products for children seem to "do more."

However, from the perspective of marketing, a variety of product lines and positioning, in which industry abound. Chinese parents have always been willing to invest in the next generation, not to mention spending thousands of dollars on small wall paint. In the home industry, the use of consumer psychology to design environmentally-friendly speculation selling points, there is a prevailing trend. In addition to "children's paint", there are already various types of latex paints for various people and functions. "Anti-formaldehyde", "bamboo charcoal paint" and "diatom mud" are common; in the whole home industry, Environmental protection is a variety of concept hype, such as "negative ion", "self-cleaning", "zero formaldehyde" also overdraw the credibility of the entire industry.

We do not deny the changes that high technology brings to the home life, but the concept of environmental protection is constantly emerging and changing with each passing day, so that consumers always feel the money in the purse is dwarfed. When consumers buy, they may really need to polish their eyes. Is it paying for technology or paying for the concept? Excessive hype may not reach the environmental protection effect that consumers need, but it loses the hearts of consumers.

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