Waterborne furniture coatings need three conditions to win market share

Furniture coatings are becoming more and more popular in the market. The development of waterborne wood coatings must meet three conditions: market demand, technological progress, and policy support. It is believed that with the increasing consumer environmental protection concept, the introduction of a series of national policies, and continuous technological progress. The water-based coating is the biggest obstacle to vested interests and will have to make changes to actively develop water-based furniture coatings.

Water-based furniture coatings will enter a period of rapid development. Furniture lacquer companies must actively make adjustments in order to gain greater market share in the market. Here I think the two most important:

1, how to effectively control the risk of furniture companies and furniture paint companies do not want to turn oily, the fundamental reason is still too risky. Furniture products are generally mass-produced, and the loss incurred if a problem occurs with the coating will be significant. In addition, problems with paint can not be discovered in a day or two, and it often takes six months, one year or even longer to find the problem. Therefore, furniture companies generally do not actively change the very mature oil-based paint products that they have used in the event that they can't be sure of nothing. Paint companies do not dare to make any promises to the furniture factory when the product and coating process are not yet mature.

Zhang Taiping, the general manager of waterborne paints for controlling risks, told the author at the second Guangzhou Furniture Fair that he would like to make four points: First, it is necessary for the furniture companies to hinder the idea to recognize the environmental protection of water-based paints. Water-based paints are certainly still not up to oil paints in terms of performance. So why should we choose water-based, the biggest reason is that water-based paint is more environmentally friendly. Coating companies must allow furniture companies to recognize the environmental benefits of waterborne coatings for business opportunities. Second, there must be a basis for testing new products. In the early period of cooperation, furniture companies and furniture lacquer companies did not understand each other. In order for a furniture company to be willing to use its own products in the early stages, furniture lacquer companies must give their products a good performance test. The state inspection or the company's own testing can be, in short, allow customers to see the performance of the product in the early stage, increase the confidence of use. Third, we must pay attention to the effect from the application perspective. There are two levels here: The first level, from the perspective of a professional, that is, furniture companies or paint companies. Do not say oil paint and water-based paint which is better, water-based paint as long as the application of performance can be close to the oil-based paint, then the environmental protection first, then the water-based paint is successful. The second level is construction. Construction is not just playing board. It is necessary to solve problems in the production process. As enterprise environmental protection is pursued, profits are also pursued. If coating products cannot be applied to the mass production or mass production, the expected effect will not be achieved. Furniture companies are certainly not willing to accept water-based coatings. Fourth, a small amount of production is required in the early stage and products should be released. This process is very important. Waterborne furniture lacquer has no successful experience in China. Everything still belongs to the groping period. The application of waterborne furniture lacquer can be carried out with a single series of low-volume production with a furniture factory to avoid risks. At the same time, these finished furniture products must be put on the market. Only when they are used, can they find problems and actively improve them. The author believes that if you do not go through the fourth step, the furniture company can not easily mass-produce, in order to avoid risk.

2, to change the service concept Waterborne furniture paint in order to win the market, service philosophy must be changed. It is necessary to shift from simple technical services to marketing services, planning services and brand services. In the future, material suppliers and users will be completely tied together, and a community of interests will be formed. Shi Gucheng, deputy general manager of Jiabao Li furniture paint division at the 2nd Guangzhou Furniture Fair, mentioned that strategic alliance-style service and targeted personalized service will be the focus of future furniture paint services.

The real strategic cooperation mainly includes: first, the advertising alliance; second, management crossover, the project can only see the reference management, for example, the technical personnel of the coating company will not only be the technical personnel, but can be upgraded to the factory assistant of the furniture factory.

Assist the furniture factory to better solve possible problems in the painting process.

Personalized service: Nowadays, a furniture factory not only wants to buy products but also wants to buy services. It also buys authentic personalized services rather than simply dispatching technicians. The paint companies should assist the furniture factory designer in the surface painting effect to provide targeted services to the furniture factory for brand planning. Simply put, in the future, paint companies may want to be individual “clothing designers” for furniture companies and they will also have to make this “clothing”.

Water-based furniture lacquer companies will be able to win more market share if they are able to do the above two points successfully. They are also chasing profits while also promoting the development of water-based furniture coatings. China's water-based furniture paint application is not mature enough. Any technology, industry maturity needs to run-in period, as well as waterborne furniture coatings. Paint companies and furniture companies must cooperate with each other, otherwise the water-based development of furniture coatings will be very difficult. If there is a problem, furniture lacquer companies and furniture companies must work together to resolve, and they must not stagnate because of setbacks.