Children's paint is a "toutou"

The safety and quality of children's household products have always been the focus of consumers' attention. The products that children use in their home life are also emerging. Some household building materials products that are "children's special" are also becoming more and more abundant. With the coming of "61" International Children's Day, Jiuzheng Building Materials Co., Ltd. has planned a series of reports focusing on the safety of children's household products. It hopes to drive deeper attention to children's household products.

Various types of “children's paint” in the market are frequently hype, and the high price may not be more environmentally friendly

The "children's lacquer" products in the wall paints are marked with "flags" designed specifically for children, and are also "highly superior" in terms of price. Is not "children's lacquer" in the category specified in the national standard really have higher technological content, or is it just marketing "stunt"?

Home furnishing children paint "spread"

Recently, many consumers who are being renovated have asked reporters about many "children's paint" products found in the home market. For the sake of children's health, it is necessary to choose such products when decorating children's rooms. An industry insider of the paint industry told the reporter that although there is no standard for “children's lacquer”, many paint brands at home and abroad have launched interior wall products for children.

The reporter entered the keyword “children's paint” in the search engine and there were various brands of “children's paint” products. There were also brands specializing in children's paint products on the market. On the official website of domestic famous brand Carpoly, "Carpoly's Children's Paint" series "Hai Ni Bao" was placed in a conspicuous position "create space for the baby to grow freely;" in the "Product Center" of Sanshu official website. "Page, its children's paint series "Baby Children's Health Po" as the main product is also on the home page.

The reporters found that not all brands directly named “children's paint”, but they all mentioned “for children's room interior decoration” or “for children's activities”. "Ultra-low VOC emissions" and "super scrubbing" are almost common features of all brands of children's paint series, and some products will also be advertised as "multicolor selection," "net flavor," "purification of formaldehyde," and "clean air." "Other functions.

Most children's paint prices are high

According to industry insiders, the concept of children's paint has been in the country for nearly 10 years. According to the staff of the China Coatings Industry Association, the Association currently does not have statistics on the output value and output of children's paint on the market, but it can be observed that almost all brands have got involved or plan to do so. According to incomplete statistics, more than 30 companies have launched their own children's paint products, such as Dulux, Fen Lin, PPG, China Resources, Garbo Li, Mei Tushi, Fuya, and three trees. There are about 10 companies.

In the same brand, children's lacquer series products tend to be higher in price than other series and are higher-positioned products. In the Finling Paint Store, the owner stated that the price of the children's paint series “Children Painted Children's Paint” sold by his brand was 550 yuan/barrel, with a net content of 3 liters per barrel, compared to its most cost-effective series “Ouhuahua Interior Paint” 980 Yuan/10 liters of the price is considered a mid- to high-end product in the brand; in Shilihe Minle Building Materials City, a stall owner selling “Fuya” paint told reporters that the ordinary “Fuya Health Ambassador” sells for 280 yuan. 5 litres, "Fuya healthy children's bedroom paint" is 388 yuan / 5 liters, but also a richer brand of a product.

Is it because you are more environmentally friendly?

During the visit, the reporter found that the composition of children's lacquer products was not significantly different from other series of products. Take Finling as an example. Like other products, "children's paint for children's paints" is made of water, acrylic emulsion, titanium dioxide, calcium carbonate, dispersant, and defoamer. The staff claimed that the children's series has lower VOC (volatile organic compounds) and free formaldehyde emissions than other products, and is more environmentally friendly and safe. Moreover, children's paint scrub resistance is superior to other products, if the child smear on the wall, you can wash multiple times to ensure the quality of the paint film.

At the Dulux Green Homes franchise store, the reporter saw the product test report of “Dulux's full-effect children's paint (without adding)”. According to the report, the inspection results of all inspection items such as VOC and free formaldehyde were all “not detected”, while the environmental protection performance of another product “Dulux Bamboo Charcoal Fresh House” was worse, and they were all detected in VOC and other testing items. data. Businessmen said that this is one of the reasons why children paint the most expensive.

At the official flagship store of Garbo Li Jingdong Mall, the reporter saw two products with the same “1KG of seaweed, mud and lacquer emulsion paint,” and the “Men's special type,” “My type,” algae and net odor emulsion paint was priced at 198 yuan. , And "children's own prince' seaweed mud net emulsion paint" price is 598 yuan, a difference of 400 yuan. Garbo Li Marketing Department explained: "The latter price includes barrel brushes and other tools, the price gap is relatively large. In addition, children's paint from the production process to control the content of harmful substances, technical requirements and raw material quality requirements are particularly high, companies The R&D costs will be relatively increased, and the prices will be more expensive than the ordinary products of the same grade.” But the staff also admitted that: “The products of different brands have their own functional positioning and market positioning, and the price difference is normal. of."

Shantou is greater than the actual effect?

During the visit, the reporter also found that some front-line sales staff do not recognize the value of children's paint. In Shilihe Minle Building Materials City, a stall owner told reporters: "The effect of children's paint and common paint is not much different. The environmental protection performance is similar. Buying children's paint is not as good as buying other series. The same barrel is 5 liters and the price is less than children's paint. Half of the truth, to be honest, the reason why children paint is expensive, is to put the word 'children', consumers want to pay for their advertising costs.” In the green homes Dufangfang stores, sales staff said Dufang no special children Lacquer, and said: "As long as the environmental protection is done well, it is not suitable for children's use? Why use children? It is just a name."

Song Guangsheng, director of the National Indoor Environment and Indoor Environmental Protection Product Quality Supervision and Inspection Center, said: “It should be said that as long as it meets the national standard “Limits for Harmful Substances in Interior Decoration Materials Interior Coatings” (GB 18582-2008), which is a qualified product, you can rest assured. The use of children's paint, which is an autonomous name for the company, should be a gimmick for corporate hype. On the other hand, how could a child stay in his own room? He would also run into the living room, parents' room, and other rooms. If the interior wall paint is polluted, the child will be harmed, and the pollution in other rooms will also affect the children's room. From this point of view, the environmental safety effect of the simple 'child paint' is not established.”

Consumers pay for "selling points"

A senior personage in the industry told reporters that, in fact, the promotion of packaging products in the name of "children's paint" is also a way for paint companies to differentiate product market positioning and promotion. In the interview, the reporter also found that in addition to “children's paint”, there are other products for different people on the market. For example, "Three Trees" launched the "Coffin Paint" for newly-decorated rooms and "Desert Paint" for the desert oasis. Similarly, some products that are not "children's lacquer" are also claimed to be "suitable for children and pregnant women" when they promote. For example, Fen Lin's "super ecological interior wall paint", leaflets marked "pregnant women, infants, elderly decoration preferred."

According to the fact that the house's Purchasing Department Manager Rong Yu introduced that the same brand of interior wall paint products often have a variety of series, because each series of product features focus on different, businesses will be based on cost pricing, and design the corresponding selling point. "Children's paint" is similar to the "anti-formaldehyde", "net taste king" and "antibacterial king" series, and is also a market positioning strategy. According to Du Yawei, Minister of Marketing at Finling Paint, “For children's lacquer market, the brand should develop the best environmental protection performance and physical performance of interior paint. It is suitable for children, which is also qualified and 'best'. The difference between the two, but the production cost increases, the price will go up, so from the perspective of cost performance, children's paint cost may not be high. But for those who have a higher demand for environmental protection, cost is often not the most critical."

However, in the sales channel, children's paint may still have "unknown" embarrassment. Rong Yu said: "In Liyo, the total sales of children's paint occupy the proportion of interior wall paint is not large, not more than 10%, selling the best is the relatively affordable price of the public series." At present decorated a designer also The reporter told reporters: “Since I worked in the company for 4 years, I only met a customer who used a child paint. At that time, the customer had a large area of ​​paint and asked for a high environmental index. He thought that the paint used by children was certainly good for environmental protection. Choose."

Industry voice

"Children's paint" market strategy is not smart

According to Liu Chen, vice president and secretary-general of Beijing Home Furnishing Industry Association, there is no difference between children and adults and other people. If the environmental protection and safety performance of children's paint is better, why should we define it as "children's paint"? Adults cannot Do you use this kind of behavior to position products by dividing people? Isn't it narrowing your market? This kind of non-discriminatory market strategy is not smart. Liu Chen said that the same cost will be invested in the development of more environmentally friendly products, and products that can be used up to the oldest and down to the baby can be developed, and the high-end products can also be positioned to be “not worth the price” and not to be more popular. Consumers who buy building materials value product quality and environmental performance rather than people. There may not be many people who can move this market strategy.

There is no uniform standard in this market

Children's user groups are special and sensitive to VOC, free formaldehyde and other substances. In an interview with the reporter, Finling Paint Marketing Minister Du Yawei stated that good children's paint should start from the R&D process. From the formulation to the use of high-quality raw materials, the entire production process strictly controls the emission control of harmful substances and ensures product environmental protection. Sex.

In addition, for children like painting and playing nature, the physical properties of children's paint should also consider the color of the environmental protection, easy scrubbing, anti-fouling ability and so on. Good children's paint is indeed different from ordinary products, but this market is very large, there is no uniform standard, there are many phenomena of cohabitation, not every brand of "children's paint" quality are the same, consumers should choose comprehensive comparison.