Children's paints lack industry standards and consumers are easily misled by concepts

Although only a few years have appeared in the market, children's paints have been favored by more and more consumers, especially parents. The children's paint products launched by various brands have their own selling points, and the price is much higher than the general paint. However, the reporter's investigation found that there is currently no standard for the children's paint market, and consumers should be cautious when purchasing.

Children's paint highlights environmental protection concept

"So many brands have introduced children's paints, and the advertising is similar. I really don't know which one to choose." Mr. Zhang, who is decorating the consumer, has encountered such troubles. Because the child is younger, he is ready to Special children's paint for children's room. However, in the building materials market, children's paint products are far richer and more complex than he imagined.

The reporter saw in the Beijing Shilihe building materials market that whether it is a foreign brand Dulux, Fenlin, PPG master paint, or local brands such as Carpoly, Mei Tu Shi, Jin Lanhai, etc., they have launched products for children's room decoration. . On the promotional color pages and drums of these products, the words “Children’s Room” are clearly marked in the scope of their application. Different brands of products also have their own selling points. For example, Dulux full-effect children's paints are mainly called “natural bamboo charcoal factor, excellent effect and easy scrubbing, expert color matching scheme”, and American PPG master paints are “super opaque, more than 1,800 mature colors. " Wait for the selling point. And some small brands only use stickers on the lid to write the words for children's paint. In terms of price, children's paint is nearly twice as high as ordinary paint. For example, the price of Fuya healthy children's bedroom paint in 5L is 288 yuan, while the same brand of ordinary interior wall paint is only 130 yuan; the price of China Resources Disney's wonderful paint is 569 yuan / 5L, which is about 400 yuan higher than its ordinary wall paint. The price.

Although children's paints are high in price, few consumers are still happy to choose. A brand salesperson said that in recent years, more and more consumers have chosen children's paints to paint children's rooms or even entire houses. These consumers are extremely strict with environmental protection requirements. The use of children's paints is becoming the first choice for many home decoration.

“Children's special coatings do have many benefits. For example, the content of harmful metals in the products is extremely low, all water is prepared, and the VOC content of special latex paints is less than 1 gram per liter, which can better meet the needs of children's room decoration.” Beijing Building Decoration Association Zhang Qi, deputy secretary-general of the indoor environmental protection committee, told reporters that in the European and American markets, children's paint can form a continuous paint film without adding any filming aids, antifreeze and other solvents, thereby greatly reducing the VOC content of the product and providing a child with a A healthy and environmentally friendly environment.

"Child-only" is not convincing enough

So, are the many “children's paints” on the market really suitable for children? Among the many paint brands, the two brands of Carpoly and Fuya have special children's paint products. According to the salesperson, their children's paints have a VOC content close to zero and a very low level of harmful metals. These products are used to decorate the room. Not only rich in color, but also very environmentally friendly. Carpoly is currently doing a good job in the children's coatings market, launching the "BB Forest Oxygen Bar Children's Coatings" series including water-based wood lacquer and special latex paint.

When asked about how children's paints differ from ordinary paints, most salespeople's answers are “more environmentally friendly and more colorful”, and more professional ones will answer “easy to scrub”. When asked to provide product test reports or specific data on hazardous substances, most brands said they could not issue or were not clear about this.

Some consumers said that no matter which kind of children's paints lack the relevant evidence to prove that the product is suitable for children's rooms, it is difficult to judge whether children's paints are truly environmentally friendly.

According to industry insiders, in the coatings market, concept hype has always existed, and good concepts can indeed bring certain sales. Although the children's coatings market has just started in China, there are dozens of children's paint brands on the market. Whether it is an international brand or a domestic enterprise, the children's paint market will be expanded as a direction for enterprise development. However, as a high-end product, children's paints are at the core of higher environmental requirements. Therefore, companies that invest in children's paint production will inevitably face technical and cost pressures, which is a huge problem for most companies in the industry. challenge. Many companies' children's paints are just a gimmick, and the concept of a child's paint is the result of many so-called children's paints. When the salesperson introduces the product, it is difficult to accurately express to the consumer what is the children's paint, what kind of characteristics. Finally, consumers can only know which products are children's paints from brands and advertisements, and the final choice is still in an awkward stage.

The quality is not distinguishable, the price of the product is very different, and the children's coating market is not standardized in some aspects. Huang Le, the manager of Fulege Coatings Marketing Department, said that qualified children's paints should have four characteristics: first, environmental protection, VOC and other harmful substances should be extremely low or even zero; secondly, scrubbing is not easy to powder; third is Gloss is higher than ordinary wall paint, which can protect eyesight; finally, it needs to be able to bring out rich colors. When consumers buy children's paint, the key is to see if there is any sample of the paint on the spot. If there is any irritating smell, paint a few strokes on the sample board to see if it is easy to wipe off. This can identify high quality. The product.

It is understood that children's paints are currently not mainstream in the product range of various companies, and their sales are also small. Therefore, for the immature phenomenon in this emerging market, it is also necessary to regulate and guide through the way of enterprise self-discipline.

Lack of standards is easily misleading

It is understood that since 2004, some paint brands have launched children's paint products, and began high-frequency advertising and terminal promotion. After the high-profile intervention of big brands, many small and medium-sized brands have continued to follow suit. The continuous improvement of consumers' environmental awareness has also accelerated the development of children's paint potential market.

The reporter found that in the current market, as long as the children's paint is mentioned, most brands recommend the products with the best environmental performance and the highest price, or new products. And the sales staff will introduce that the coatings are all tested by relevant environmental protection or authoritative departments.

Feng Shifang, executive deputy director of the National Coatings Quality Inspection Center, said that coating products can be divided into interior wall coatings, exterior wall coatings, wood coatings, metal coatings, floor coatings, etc. according to the painting position, which can be divided into water-based coatings and solvents according to the form. Coatings, powder coatings, etc. There is no “children’s paint” or “child paint” category in the classification method, either domestically or internationally. So far, the country has not introduced relevant standards for children's paints, and consumers lack the basis for reference in children's paints. Therefore, under the current circumstances, regardless of the children's room or the adult room, the selection of decoration materials should also refer to the national standard of "Limited Hazardous Substances for Interior Decoration Materials". The so-called indicators for children's paints should also be based on this, but some harmful substances may be lower.

Zhang Qi said that the children's coatings market is still in the development stage. Since there are no relevant standards, it will undoubtedly create obstacles to how to define whether products are suitable for children's rooms. It is understood that some products on the market use the lack of standard, and the ordinary paints are sold as children's paints, which causes the children's paint market to be mixed, which hinders the healthy development of the market.

For enterprises, it is essential to increase product research and development, increase the promotion of health and safety concepts, and launch products that are truly suitable for children. In addition, the establishment of children's paint counters and the promotion of terminal promotion, so that more consumers consciously choose children's paint. Once many first-line paint brands are involved in the children's paint market, they will catalyze the introduction of children's paint standards.

Environmental protection is important and color is also important

From a psychological point of view, the color that a child chooses can be seen to some extent in his personality and state of mind. Parents can do some healthy guidance to meet his color needs and make the child feel Happiness and a sense of accomplishment. Of course, the premise is to ensure that the children's paint purchased is truly healthy and environmentally friendly. Experts pointed out that children's color psychology research shows that color has a great relationship with children's psychology, emotions and personality. Children's choice of color can reveal his emotions and personality. This personality is often his advantages and disadvantages. The point of the explosion.

In addition, the color choice of children's paint should also be matched with the entire children's room space, such as coordination with furniture and bed. To have a main color, the overall light color is the main, should not use too large a large area of ​​color, dotted with solid colors in the form of lines or dots, the transition area can use more white, while leaving room for children's graffiti painting.

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