Recently, latex paint becomes welcomed in China. However, because latex paint is not so mature as in developed countries, the consumption ideas and characters of Chinese consumers are quite different from those foreign ones.

    In order to analyze the consumption mentality, action and attitude, the Rohm & Hass Paint Quality Institute (PQI) (China) investigated more than 1 000 consumers in Beijing, Guangzhou, Shanghai and Chengdu. The investigating results showed the Chinese consumers’ own characters and trends.

The proportion of color drive
    In the investigation, 61% of the consumers coated because they bought new houses, 32% coated because their walls became old, while only 5% wanted to change the color of their houses.

    In developed countries, latex paints have become an important popular element and color distribution form (only inferior to clothes). So it can be estimated that as long as the change of Chinese consumers’ ideas, recoating will increase quickly in future.

The person who coats the wall
    Chinese consumers have a distinct character, which is they choosing brands themselves and coating walls by others. The popular manner—DIY only finds a small amount of people in Guangzhou market. In Shanghai and Beijing, the people who don’t choose DIY said they are too busy to coat walls by themselves.

The attitude to quality
    96% of the total investigators said quality of latex paints is important. In addition, 63% of the consumers said they would not choose worse paint just for saving costs, and this proportion even reached 74% in Beijing. Almost all the investigator thought the environmental protective performance as the important element, and other significant elements include scrab resistance, washing resistance, dirt resistance, etc.

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