Nippon Paint China is repainting a hassle-free experience for home owners. Photo: Courtesy of Nippon Paint China

Nippon Paint China is repainting a hassle-free experience for home owners. Photo: Courtesy of Nippon Paint China

Asia's leading paint manufacturer Nippon Paint China held their brand renewal conference at the Commune by the Great Wall hotel on September 3. With the theme of the conference being "More Than Paint," Nippon Paint China put forward their highly anticipated brand renewal plan.

Eric Chung, president of Nippon Paint China, stated that through the brand renewal plan, the company is committed to completing the transformation from being a coating production company to a coating service provider.

The company's renewal plan is divided into four sections: brand identity update; perfection of coating and product systems; opening a new era of painting service; and the advancement of corporate social responsibility. This renewal plan aims to accelerate the research and development of innovative technology and diversified products, letting Chinese consumers have more choice in their coating's function and effect.

"With the continuous improvement in people's living standards, as well as growing concern for environmental protection, the demands of consumers have changed from being a "need" to being a "wish," said Chung. "High-quality products and a better service are the keys to diversified competition, and brand renewal is the effective way to better serve consumers."

Innovation is at the heart of the company's marketing focus. They pride themselves on providing complete wall coating solutions, with a series of tailored services that deliver directly to beautiful and durable paint schemes to meet the expectations of customers.

Nippon Paint China believes that its brand renewal and new service oriented approach will position the company better in the long term. Earlier this year, China's real estate market was slow but the company did not simply concentrate on the paint products market, but expanded its services to target the overall Chinese family painting experience.

"We will provide a broad range of painting products to meet the diverse decoration and painting demands of our consumers, including desired colors, texture and brushing effects," said Wee Siew Kim, the group CEO of Nipsea (the parent company of Nippon Paint China). "The company wants to repaint a hassle-free experience for home owners," he added.

Corporate social responsibility is also an important part of the company. Nippon Paint's "Color, Way of Love" program was initiated in 2009 and helps schools in remote areas paint their school. It brings social awareness and care to tens of thousands of children and teachers. In addition, they have also set up a special fund for continuous donations to the Nippon Paint Hope Schools and Nippon Paint art classrooms.