The hottest property market downturn has affected

The downturn of the real estate market has affected Chiyu, and architectural coatings need to find another way out

as a kind of coating products mainly used for house decoration, the market development of architectural coatings is closely related to the development of the real estate industry. Since the introduction of the "strictest real estate policy in history", the development of China's real estate market has fallen into a trough, especially since 2012, the previously expected policy loosening has not occurred, but the Ministry of housing and urban rural development has made it clear that the regulation policy will not change in a short time

the trough of China's real estate industry has had a negative impact on the building coating market. In terms of output development, the output scale of architectural coatings in China maintained a rapid development in, and the total scale maintained a certain growth in 2010, but the growth rate has slowed down significantly, especially in 2011, affected by the real estate market, the output scale showed negative growth

according to the observation of prospective industry Research Institute on the domestic real estate market in the first half of the year and the comprehensive analysis of various factors, it is expected that the real estate market is unlikely to recover significantly in the second half of 2012, and for the construction coating industry, it is imperative to find new market growth points

according to the analysis of the coating industry research group of the prospective industry research institute, in order to gradually get rid of the negative impact of the downturn in the real estate industry under the regulation of real estate, the construction coating industry needs to find another way out and take a variety of self-help measures to slow down the impact of the real estate market downturn. Therefore, it is suggested that the coating industry can find a breakthrough in the following aspects

first of all, it is to increase investment in research and development and promote the upgrading of coating products. The key point of this path is to stimulate secondary consumption

at present, there are many kinds of coatings in China, and the quality of products is uneven. With the huge use and consumption of plastics driven by people's health concept in these fields, the quality requirements of architectural coatings for indoor decoration are becoming higher and higher. However, although the vast majority of products on the market are known as safe and environmental protection, zero formaldehyde, etc., in fact, consumers and businesses are well aware that completely harmless paint products almost do not exist, and some so-called "health paint" is just hype. In this case, if the upgrading of existing products can be realized and they can take another step in the process of "real environmental protection", it will drive the secondary consumer market and promote the development of the industry

secondly, it is to deeply explore the potential of market segments and expand the coverage of product users

at present, it has expanded its competitive advantage in the building coating market; For new display materials, new energy materials, high-performance light alloy materials with a certain foundation but low technical level and lagging process equipment, the most prominent market segment is children's paint. The growth of children in modern families is increasingly concerned by parents, whether it is education or health. Because children's body resistance is relatively weak, the volatiles of traditional home decoration paint products seriously endanger children's growth; Taking this into account, many families with children have many worries when choosing decoration paint products, and the emergence of children's paint has solved this problem well

the concept of children's paint was originally proposed by garberry. In recent years, Dulux, Mickey and other fitlin said that many enterprises have launched corresponding products, and the market scale has developed rapidly. In addition, not only families with children, but also some families who are single or have no children at home will also choose children's paint when choosing interior decoration paint. What they value is its environmental protection. As a reference, in the future, the architectural coating industry can develop corresponding products for different consumer groups, such as "maternity paint", "elderly paint", etc., to give consumers more choices, so as to obtain the development of the industry

however, it should be noted that at present, there is no corresponding standard for the environmental protection coefficient of children's paint. Some enterprises only blindly hype the concept, which is not conducive to the development of this market segment

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