Chinanews.com, Shanghai News, May 15 (Fan Zhonghua) "Nippon Paint entered the Chinese market in 1992, and the reason why it was able to win the trust of consumers in the Chinese market and continue to develop is that Nippon Paint has always maintained its confidence in the Chinese market, as well as the continuous and accurate polishing of the brand, so that it closely fits the actual needs of the Chinese market." ”
On May 10, the 2024 China Brand Day opened in Shanghai, and the sub-forum "2024 Brand Innovation and Development Forum and Brand Tour Conference" was held at the same time, Xing Ronghua, vice chairman of Nippon Paint Investment Co., Ltd. and senior vice president of Nippon Paint China Supply Chain Management Headquarters, said in an interview with reporters.
Xing Ronghua, Vice Chairman of Nippon Paint Investment Co., Ltd. and Senior Vice President of Nippon Paint China Supply Chain Management Headquarters. Photo courtesy of the interviewee
Nippon Paint China is a subsidiary of Singapore's Lishi Group, which was founded by Mr. Goh Qingliang, whose ancestral home is Teochew. In 1992, with the opportunity of diplomatic relations between China and New Zealand and the spring breeze of reform and opening up, Nippon Paint, named after the meaning of "establishing diplomatic relations", came to the Chinese market. For more than 30 years, Nippon Paint brand has always been one of the most well-known and reputable brands in China's paint market.
"In China, for China" is our core strategy. Nippon Paint believes in the long-term opportunities of reform and opening up, and adheres to a positive judgment on the prospects of the Chinese market," said Xing Ronghua, "In an increasingly open and competitive business environment, Nippon Paint China actively embraces innovation opportunities and strengthens brand building." ”
Xing Ronghua said that when he first entered China, Nippon Paint poured a lot of confidence and investment scale, and firmly believed that the road is long and the line is coming. Through continuous research and development and cultivation of high-quality localized products, from the 90s of the last century to achieve localized production, to the beginning of the 20th century to gradually complete the popularization of the category in the Chinese market, Nippon Paint is committed to creating professional services for Chinese consumers through more perfect services and solutions, brand recognition has been significantly improved, and more consumers have won the favor.
"Nippon Paint resonates with China's changes and market opportunities at the same frequency, closely links corporate innovation with Chinese consumer needs, and provides a steady stream of vitality for the long-term development of the brand with innovative breakthroughs," Xing Ronghua said, Chinese consumers' demand for coatings has undergone multiple stages of changes, and every change in Nippon's brand proposition is a timely response to consumer demand in different eras, and the goal is to be the first brand to occupy the minds of consumers.
Nippon Paint brings consumers a beautiful home experience that is "within reach". Photo courtesy of the interviewee
After Nippon Paint entered China in the 90s of the 20th century, it had insight into the market gap of China's wall home decoration under the reform of the housing system, introduced the latex paint category into China and realized localized production, and made the latex paint resistant and strong adhesion quickly become the mainstream of wall paint through extensive terminal distribution and advertising.
Since the beginning of the new century, Chinese consumers have gradually become more aware of health and environmental protection, and their consumer demand for the home environment has gradually escalated. Nippon Paint began to launch the deodorization technology for the first time in 2007, and from high-end research and development to the public, it launched the "deodorant full effect" and "deodorant 120" product series, so that the concepts of "environmental protection", "zero VOC", "non-toxic and odorless" have entered the public eye. With the increase in the public's demand for health quality in the past decade, antibacterial and antiviral coating products have become more and more mainstream in the paint consumption market.
Nippon Paint supports the national skills competition to help the cultivation of industrial talents. Photo courtesy of the interviewee
With the upgrading of consumption in recent years and the continuous improvement of the public's aesthetics and taste of home furnishings, Nippon Paint has insight into more diversified consumer needs, and launched colorful water-based coatings, which introduced automatic tinting machines on a large scale in stores in 1999, allowing nearly 2,000 colors to enter all parts of the country, realizing the era change of "color for white" for China's wall home decoration; The Nippon Paint Magic Paint series launched in 2022 not only redefines the wall aesthetics with rich texture and brings consumers a texture painting experience like living in nature, but also an exploration of the new growth point of the industry of "color for white, quality for color", and a forward-looking response to green consumer demand.
At the same time, Nippon Paint is also keenly aware of the rising demand and value of services such as partial refresh and "one-stop refresh" in the Chinese market. In 2011, the subversive "Nippon Paint Refresh Service" was officially launched, with professional and standardized services, to achieve "time-saving, labor-saving, worry-free" coating experience changes for consumers, and opened the systematic layout of Nippon Paint's "service productization", which means that Nippon Paint is no longer just selling a single coating, but through wall home decoration services, refreshing consumers' expectations for a better life.
Nippon Paint continues to promote digital and intelligent upgrading and build smart factories. Photo courtesy of the interviewee
Xing Ronghua said that in China, Nippon Paint has never stopped innovating, integrating more deeply into the development of the entire industry, and empowering the industry with brand power. In 2023, Nippon Paint will respond to the country's new two occupational categories of "architectural painter" and "art painter", take the lead in launching "grading certification" and innovatively launch "one test and two certificates", through the construction of training and certification system for painting workers, further upgrade and refresh services, and bring consumers a better wall home decoration experience.
In Xing Ronghua's view, China's brand environment is showing unprecedented vitality and opportunities, which is mainly due to a series of positive policies and a high degree of attention to brand development.
Nippon Paint continues to promote digital and intelligent upgrading and build smart factories. Photo courtesy of the interviewee
He said that during the two sessions this year, "new quality productivity" has become a hot word, and the policy of expanding high-level opening up as one of the important points to promote the development of new quality productivity has attracted the innovation achievements of various brands around the world to take root in China, creating unlimited power for the vigorous development of major enterprises in China. In addition, the characteristics of new productivity such as high technology, high efficiency and high quality will also change the development of brand building in major industries and major enterprises.
Nippon Paint will promote the in-depth development of high-end, digital, intelligent and green "four modernizations" through intelligent manufacturing and green production. At the same time, we will further strengthen the interaction and service between brands and consumers, enhance brand experience and reputation, adhere to the brand's long-term operation market, and achieve "two-way running" with consumers of every generation. (ENDS)
Editor: Fan Zhonghua