In August of this year, as a leader in the global coatings industry, China's paint industry's well-known brands, Akzo Nobel's 'Dulux' in Shanghai officially released a milestone-products - Dulux Johnson breathe natural plant paint, the product is Dulux will be China's Shanghai as a global starter.
General Manager of Akzo Nobel China, Managing Director of Decorative Paint Business in China and North Asia Dr. Lin Liangqi, Akzo Nobel China and North Asia Decorative Paint Business Unit Marketing Director Huo Xiaotai, Aksu Nobel decorative paint in China retail sales director Li Haibo and other executives to attend.
Dulux has been committed to the field of environmental protection, and constantly in the product innovation, from raw materials, production and other aspects of strict control of environmental details.
Recalling the 10 years of environmental protection innovation in China, the author found that the paint industry has been the existence of environmental protection Pathfinder, from the introduction of the first anti-formaldehyde wall paint, to the first 'no added' concept, and then to Mori breathe series of advent, Dulux has always been committed to providing consumers with sustainable development of products, care for consumers happy life.
In 2007, Dulux launched the first anti-formaldehyde wall paint, to create 'anti-formaldehyde' concept for environmental protection coatings to open up new categories;
In 2009, Dulux launched the concept of "no addition" to establish standard standards for environmental protection coatings;
2016, Dulux 'Sen breathe' products come out, launched a new high-end air purification product line;
2017, Dulux 'Sen breathe' natural plant lacquer grand listing, usher in a new environmental milestone.
Now, with the upgrading of China's consumption structure, people are increasingly pursuing healthy and environmentally friendly home improvement products, whether it is furniture flooring, or ceramic bathroom and wall materials, etc., and Dulux in 2017 launched 'Mori breath' new products, will continue to lead Dulux in the sustainable development of the coatings industry.
Open industry precedent
At present, China's paint market homogenization of serious, price war one after another, only products to build the core competitiveness.For this reason, Dulux has always insisted on its continuous innovation in the field of environmental protection, continuous improvement of environmental technology and competitive products to build a significant difference The
And Mori breathe natural plant paint is the result of continuous innovation of the brand, as a condensed Dorotheor for many years the crystallization of environmental protection technology products, Mori breathe natural plant paint will lead the new development of environmentally friendly waterborne coatings, strengthen the Dulux environmental health leader Image.
1. From the natural ingredients of environmental protection from the source control.
As a heavyweight new technology, Dulux open industry first of its kind, the Sen breathe natural planted lacquer extract corn, cassava and other natural plant edible part of the alternative coating emulsion part of the oil derivatives, the first net source emulsion, from the source Began to cling to environmental protection.
Rich natural plant ingredients, so that it won the United States directly under the Ministry of Agriculture (USDA) issued by the Biobased bio-based certification, the certification is designed to promote the development and expansion of organic products market.From the future, if the increase in bio-based products (refers to those The development of products that are entirely or mainly composed of raw materials such as renewable plants, such as renewable plants, animals, oceans or forest raw materials, will reduce our dependence on oil and promote sustainable development. , Enough to prove its 'derived from the natural' characteristics of the deserved reputation.
2. High efficiency in addition to aldehyde technology and bamboo charcoal factor, a powerful purification function.
In addition to natural plants as raw materials, the Dorothy Mori breathe natural plant paint more efficient use of aldehyde technology and bamboo charcoal factor, the air can be effectively decomposed in formaldehyde molecules, and its conversion into water molecules and other non-toxic molecules to help Purify the living environment of consumers, enhance the degree of environmental protection and safety.
3. No added formula, Europe and the United States dual certification, environmental protection is more secure.
Dorothy Mori breathes natural planted lacquers with no added formula, to ensure that the product is not artificially added formaldehyde, benzene and other volatile organic compounds (VOC), reducing the indoor building and decorative materials caused by the problem of human immunity Harm, so as to create a safer and environmentally friendly home improvement environment for consumers.
It is precisely because of the ultimate pursuit of environmental protection and the strict adherence to the non-additive formula, Dorothy Mori breathe natural planting paint won the dual certification authority in Europe and America, which, the United States Green Guard indoor air quality gold certification, for sensitive people (such as children and Old) design, its 360 kinds of VOC with a very harsh release limit, in line with the US Department of Public Health, California, the standard of environmental testing methods.
Another certification, the French Volatile Organic Compounds (VOC) Regulation A + standard, is based on the European Building Products Directive (CPD), has formal emission limits for formaldehyde, benzene and other harmful and healthy VOCs. From the European and American air quality dual certification, is highlighting the multi-Lensson breathe natural plant paint from the source control of home improvement pollution of high environmental performance.
Dr. Lin Liangqi, Managing Director of Akzo Nobel China, China and North Asia Decorative Paint Business Unit, said that since China's economy has entered a new norm, the state has become more stringent on the control of the paint market, and the relevant laws and regulations of the environment have been promulgated, Become the focus of national monitoring of the object in this environment, the requirements of building, home improvement products more green and increasingly popular voice, which also means that the paint coating industry must comply with the green trend, to the sustainable direction of environmental protection in order to quickly The pursuit of low-carbon environmental protection, to achieve sustainable development is always the core of the business strategy, which is both the advantages of Akzo Nobel, is also the future of the layout of the heart of the And environmental commitment to the whole society.
In line with the green development trend of China's paint market, sustainable development commitment, which is the Dulux launched 'Mori breathing' natural plant paint reasons. Not surprisingly, this Dulux milestone products, not only set a new benchmark for the paint industry, Construction, coatings industry sustainable development, but also usher in a new round of consumer buying frenzy.
Embrace the Chinese consumer upgrade
With the upgrading of China's consumption and the upgrading of the paint industry, consumers for the quality of living and quality of life increasingly stringent requirements of the high quality of paint products are also increasing demand to meet the paint performance and beautiful at the same time, Natural pollution-free performance made a higher demand.
According to a study by Euromonitor, China's middle class will reach 700 million by 2020. The national population development strategy study says China's population will reach 1.45 billion by 2020. Then, in the next decade, China's middle class The number will account for more than 48% of the total population, when the Chinese people nearly half of the middle class.
In addition, with the 80, 90 after a new generation of middle class consumption, their consumer psychology has already changed, mainly as follows: 1. brand is no longer enshrined, more emphasis on self expression; 2. care about family health, Pay attention to the quality of life; the pursuit of personalized home life.
Therefore, for this generation of consumer groups, they pay more attention to the safety and environmental performance, service quality and space texture. They are willing to live quality, in order to really good paint products pay. Even for high-quality environmental coatings, they are often acceptable Higher premium. At the same time, they also pay attention to cost-effective, pay attention to the paint brand's personalized expression.
The growth of the domestic middle class groups, the mainstream consumer psychology upgrade, led to the high quality of the demand for environmentally friendly paint products, which is in line with the Dulux market development strategy.
In modern society, people enjoy the city life, the same yearning for the mountains and rivers of nature, more and more people want to implant the natural home, hoping that after the fatigue of the work, Moment, with the nature of a full, stay at home also enjoy the same forest-like pure air and fun breathing.
Dulux launched 'Mori breathing' natural plant paint, is committed to 'for consumers to create a natural forest natural home environment' a product, the product not only in environmental protection, but also based on natural plant ingredients such as corn, cassava, And the first net source emulsion, from the source to ensure the safety of ingredients, in order to create a healthy home for consumers at the same time, pay more attention to sensitive people (the elderly, children) care.
Sustainable development leader
In April this year, Akzo Nobel (AkzoNobel) topped the latest release of the Dow Jones Sustainability Index list, ranked first in the Chemical Industry Group. This is already Akzo Nobel has been reelected for 12 consecutive years the industry top ten list.
"This is a testament to the fact that sustainable development has become the core of the company's business strategy and has been the result of the success of the company's business strategy," said Thierry Vanlancker, chief executive officer of Akzo Nobel. Positive influence.
Van Dirui also said that the real value and purpose of the Dow Jones Sustainability Index is that it can serve as a benchmarking tool to help us continue to improve our business. As a sustainable development leader, Akzo Nobel is moving in the process of transforming the industry So we should continue to improve, achieve leap - forward development, and build a more sustainable future.
Akzo Nobel also plans to achieve zero carbon operations by 2050.
It is reported that the Dow Jones Sustainability Global Index is one of the most important international sustainable development indicators. It is based on environmental protection, social responsibility and economic performance, coupled with forward-looking indicators, the sustainable development of well-known enterprises The Dow Jones Sustainability Global Index assesses a number of indicators, including supply chain management, operational eco-efficiency, product regulation, human capital development, integrity and talent and processes and product safety.
As the global leader in the coatings industry, Akzo Nobel's' Dulux 'has been committed to promoting sustainable development in the future, continuing to develop better coatings for consumers and our planet, and continue to implement Akzo Nobel' Strategy, such as sustainable development of products, the introduction of water-based paint development, with color lit community projects, top environmental protection awards, Dow Jones Sustainability Index first.
Among them, in the sustainable development of products, Dulux from the introduction of the first anti-formaldehyde wall paint, to the first 'no added' concept, and then to 'Sen breathe' series of advent, has always been committed to providing consumers with sustainable development Products, care of consumers happy life.
It is reported that from 2007 to 2017 ten years time, Dulux through environmental protection, sustainable development in the field of reclamation and investment, continue to lead the innovation and upgrading, Dulux has been in the minds of consumers has formed a healthy and environmentally friendly brand image.
Dulux as an internationally renowned paint brand, has been sustainable development as one of the core values of the brand in recent years, the global sustainable development in the field of success, whether it is environmentally friendly products innovation, water-based paint reform, or use Color lit community Let 's Color series of activities, have been unanimously recognized at home and abroad, and won the global authority of the environmental protection awards.
Dorothea said that the future will continue to look at technological innovation, low-carbon environmental protection, structural adjustment and other aspects, give full play to resource efficiency, aimed at the new future, to capture new opportunities, continue to implement Akzo Nobel 'sustainable home' and 'people • city plan Sustainable development strategy. Dulux will build the Akzo Nobel class of paint ecosystem at the same time, to help China's construction industry sustainable development.