In the paint industry where the leading camp has basically taken shape, the appeal of the brand has become an important indicator affecting consumer choice. "2011 Changsha home improvement building materials consumer demand and habits study report" (referred to as "research report") shows that consumers have more comprehensive functional requirements for paint products, environmental protection, in addition to formaldehyde, clean taste, anti-aging and other new features are leading the paint market The development trend.
Although the first camp of the paint industry initially formed, it was unable to accurately inventory how many paint companies and brands existed, but from the data analysis point of view, the target consumers had already formed a certain understanding of the paint, and the top 10 brands formed a strong market. Charisma.
When it comes to paint, consumers first think of China Resources, Dulux, Nippon, and Mei Tushi, followed by Dufang, Xiangjiang Paint, Redbud, Dabao, Garbo, and Three Trees. Among them, the first four brands accounted for nearly 80% of the market share.
In spite of this, each brand has also formed a certain degree of recognition in the characteristics of their respective products. For example, the brand reputation of Dufang Paint, the product quality and environmental performance of Nippon Paint, the cost-effectiveness of Garbo Li, Xiangjiang Lacquer, the three trees, the after-sales service and product smell of Dabao Paint, the glossiness and hiding power of China Resources, etc. All have left a deep impression on consumers.
In the survey, it was found that the main indicators for consumers to judge the quality of paint products were on brand reputation, product smell, and word of mouth. The proportions of the three items were 58.8%, 45.7%, and 39.4%, followed by glossiness and related certificates. Among them, women who judge the quality of the product by odor are 21.4 percentage points higher than men.
Consumers are looking forward to new features. Making room-wide paintings of children's rooms is a major trend in recent years. In the survey, 81.2% of consumers did not consider the entire room painting of the children's room, and only 9.8% of the consumers expressed the need for room-wide drawing of the children's room, and are ready to put into action.
The "research report" pointed out that there is a huge market potential for the whole room painting of children's rooms. In the future competition in the paint market, whoever can develop children's paint suitable for the market demand will be in a dominant position.
During the survey, it was found that consumers' understanding of the function of the paint mainly focused on environmental protection, scrub resistance and stain resistance. 85.4% of respondents believe that coatings must have good environmental performance in order to ensure the health of their home environment; 33.0% of respondents believe that the coating should have scrubbing resistance; 24.5% of respondents believe that coatings need to have Stain resistant features.
In addition, consumers are looking forward to the new features of the paint products. According to the survey data, 51.7% of the respondents believe that the paint products should also have the function of removing formaldehyde, 22.4% of the respondents believe that the paint products should also have the effect of anti-aging, and 21.6% of the respondents believe that the paint products should also Has a net taste effect.
The psychological price is concentrated in the two major areas. Consumers mainly concentrate on the price range of paint products from 300 yuan/barrel (5L) to 400 yuan/barrel (5L) and 600 yuan/barrel (5L) to 700 yuan/barrel (5L). , accounting for 21.3% and 16.5%, respectively. The ideal price for consumers to conduct all-room painting is 100 yuan/m2 to 200 yuan/m2, accounting for 19.6%; 17.9% of consumers are willing to accept the price of 100 yuan/m2 to 150 yuan/m2.
The survey found that 10.4% of consumers have a paint budget of 5,000 to 6,000 yuan, 8.2% of consumers have a paint budget of 12,000 to 15,000 yuan, and 6.9% of consumers have a paint budget of 4,500 to 5,000 yuan. 10.9% of consumers have no clear memory of the total cost of purchasing paint.
An interesting phenomenon is that the total cost for consumers to purchase paint has a certain correlation with the construction method of the paint. The data shows that the higher the total cost of purchasing paint, the greater the probability that consumers will adopt the spray coating method. For example, 50% of the respondents who purchased coatings with a total cost of 15,000 yuan or more are selected for spray painting. The proportion of other consumers who choose to spray is significantly smaller.
Another obvious fact is that the total cost for consumers to purchase paint is closely related to the overall renovation budget. When the total budget for decoration is 30,000 yuan or less, the budget for the paint is 1,500 yuan to 2,000 yuan; for the general budget for decoration, 30,000 yuan to 50,000 yuan, the budget for the paint is 2,000 yuan to 2,500 yuan; and the total budget for decoration is 50,000 yuan. From RMB 80,000 to RMB 80,000, the budget of the coating is RMB 3,500 to RMB 4,000. When the total budget for decoration is RMB 80,000 to RMB 100,000 and RMB 100,000 to RMB 150,000, the budget for the coating is 5,000 to 6,000 yuan.
It can be seen that as consumers' overall budget for home improvement gradually increases, the budget for purchasing paint accounts for an increasing proportion of the total renovation budget.
Although the first camp of the paint industry initially formed, it was unable to accurately inventory how many paint companies and brands existed, but from the data analysis point of view, the target consumers had already formed a certain understanding of the paint, and the top 10 brands formed a strong market. Charisma.
When it comes to paint, consumers first think of China Resources, Dulux, Nippon, and Mei Tushi, followed by Dufang, Xiangjiang Paint, Redbud, Dabao, Garbo, and Three Trees. Among them, the first four brands accounted for nearly 80% of the market share.
In spite of this, each brand has also formed a certain degree of recognition in the characteristics of their respective products. For example, the brand reputation of Dufang Paint, the product quality and environmental performance of Nippon Paint, the cost-effectiveness of Garbo Li, Xiangjiang Lacquer, the three trees, the after-sales service and product smell of Dabao Paint, the glossiness and hiding power of China Resources, etc. All have left a deep impression on consumers.
In the survey, it was found that the main indicators for consumers to judge the quality of paint products were on brand reputation, product smell, and word of mouth. The proportions of the three items were 58.8%, 45.7%, and 39.4%, followed by glossiness and related certificates. Among them, women who judge the quality of the product by odor are 21.4 percentage points higher than men.
Consumers are looking forward to new features. Making room-wide paintings of children's rooms is a major trend in recent years. In the survey, 81.2% of consumers did not consider the entire room painting of the children's room, and only 9.8% of the consumers expressed the need for room-wide drawing of the children's room, and are ready to put into action.
The "research report" pointed out that there is a huge market potential for the whole room painting of children's rooms. In the future competition in the paint market, whoever can develop children's paint suitable for the market demand will be in a dominant position.
During the survey, it was found that consumers' understanding of the function of the paint mainly focused on environmental protection, scrub resistance and stain resistance. 85.4% of respondents believe that coatings must have good environmental performance in order to ensure the health of their home environment; 33.0% of respondents believe that the coating should have scrubbing resistance; 24.5% of respondents believe that coatings need to have Stain resistant features.
In addition, consumers are looking forward to the new features of the paint products. According to the survey data, 51.7% of the respondents believe that the paint products should also have the function of removing formaldehyde, 22.4% of the respondents believe that the paint products should also have the effect of anti-aging, and 21.6% of the respondents believe that the paint products should also Has a net taste effect.
The psychological price is concentrated in the two major areas. Consumers mainly concentrate on the price range of paint products from 300 yuan/barrel (5L) to 400 yuan/barrel (5L) and 600 yuan/barrel (5L) to 700 yuan/barrel (5L). , accounting for 21.3% and 16.5%, respectively. The ideal price for consumers to conduct all-room painting is 100 yuan/m2 to 200 yuan/m2, accounting for 19.6%; 17.9% of consumers are willing to accept the price of 100 yuan/m2 to 150 yuan/m2.
The survey found that 10.4% of consumers have a paint budget of 5,000 to 6,000 yuan, 8.2% of consumers have a paint budget of 12,000 to 15,000 yuan, and 6.9% of consumers have a paint budget of 4,500 to 5,000 yuan. 10.9% of consumers have no clear memory of the total cost of purchasing paint.
An interesting phenomenon is that the total cost for consumers to purchase paint has a certain correlation with the construction method of the paint. The data shows that the higher the total cost of purchasing paint, the greater the probability that consumers will adopt the spray coating method. For example, 50% of the respondents who purchased coatings with a total cost of 15,000 yuan or more are selected for spray painting. The proportion of other consumers who choose to spray is significantly smaller.
Another obvious fact is that the total cost for consumers to purchase paint is closely related to the overall renovation budget. When the total budget for decoration is 30,000 yuan or less, the budget for the paint is 1,500 yuan to 2,000 yuan; for the general budget for decoration, 30,000 yuan to 50,000 yuan, the budget for the paint is 2,000 yuan to 2,500 yuan; and the total budget for decoration is 50,000 yuan. From RMB 80,000 to RMB 80,000, the budget of the coating is RMB 3,500 to RMB 4,000. When the total budget for decoration is RMB 80,000 to RMB 100,000 and RMB 100,000 to RMB 150,000, the budget for the coating is 5,000 to 6,000 yuan.
It can be seen that as consumers' overall budget for home improvement gradually increases, the budget for purchasing paint accounts for an increasing proportion of the total renovation budget.
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