Michelman to Unveil New Brand Identity at CHINACOAT 2014

1. What are your expectations for CHINACOAT 2014 in Guangzhou and how does it help your business?

“Anticipation for this year’s CHINACOAT will be particularly exciting here at Michelman as it will mark the formal unveiling of our new brand identity in China,” said Steven Wong, managing director, Michelman. “For the past ten years we have been laying the foundation around the world for a stronger, more agile and forward-looking company. To name just a few key building blocks, we now have manufacturing capabilities in five countries on three continents, have invested heavily in our R&D facilities, and have improved and expanded our portfolio of solutions for paint and coating manufacturers.  Our new identity reflects a pledge to our customers to anticipate and understand their needs no matter where they are in the world, anticipate and prepare for trends in the industry, collaborate with world-class talent, and develop innovative and effective technologies that help our customers stay a step ahead of the industry.”

“We expect increased attendance at this year’s show based on our own activity and feedback, and with the show taking place in Guangzhou, the location will help us build awareness in the Pearl River Delta,” Mr. Wong added. “We also expect significant interest in our acquisition of Ecronova Polymers in 2013, and the resulting benefits that relationship will bring our customers.”

2. Have you seen growth in 2014 for the paint and coatings market in China?

“Regarding the overall industry, the rate of growth has slowed slightly,” said Mr. Wong. “At Michelman specifically, we are still seeing a very healthy rate of growth.  We attribute this to our expanding portfolio of water-based and environmentally friendly solutions designed for the Chinese market.” 

3. What are some of the key trends impacting the market in China?

Mr. Wong said he expects to hear significant buzz from companies who are reformulating due to health and safety compliance issues, and who are taking that opportunity to improve their coating formulations through the use of our high performance polymers, surface modifiers and additives.

“Many formulations found in China are still solvent-based but we see movement toward water-based chemistries,” Mr. Wong said. “The initiative is no longer driven exclusively by regulatory requirements, but through a general appreciation by consumers and industry alike of our water-based, low- or no-VOC, low- or no-formaldehyde, and APEO-free solutions.” 


4. In what segments (industrial, automotive, etc.) do you see the most growth potential?

Michelman reports that it is seeing growth in industrial and wood coatings applications.  “Furniture coatings, where consumers are increasingly aware of potentially hazardous coatings that can cause health and safety issues, are looking to manufacturers for safe alternatives,” said Mr. Wong. 

5. What new products/technologies will you be exhibiting at CHINACOAT?

“Beyond promoting our flagship brands of wax emulsions and dispersions, we will continue to leverage our recent acquisition of Ecronova, a German manufacturer of water-based polymers,” Mr. Wong said. “We now have broader capabilities gained by pairing expertise in Ecronova’s polymer design and development with our core competencies in wax emulsions.” 

*** Article reprinted from the August issue of CHINACOATNEWS
Copyrighted by Sinostar International