Web特集
October 4, 2010
Series: Focus on Paint Market in Japan
Fluorinated powder coatings get attention in global market Focus on local architectural market
For finishing aluminum architectural material, PVDF basis solvent-borne paints have been used for a long time. In Europe, highly-weatherable polyester basis powder coatings have been applied to low/mid-rise building since 1990s. After 2000s, because of to the globalization of material suppliers and the economy growth of developing countries, powder coating market has expanded more widely to Far East Asia, South East Asia and China region. From 2005, aluminum manufactured plate pre-coated by highly-weatherable polyester powder coating is being imported from South East Asia or China.
The certification of powder coating for Aluminum follows European Qualicoat (39 countries qualifies now) and AAMA (American Architectural Manufacturers Association) in USA. There is no certification in Japan, therefore, we have been importing materials coated abroad. Recently, the global trend on powder coating for aluminum architectural materials have been introduced in Japan, prompt action for environmental approach was strongly required in construction market. "Qualicoat Japan" was set up in Nov 2008, it accelerated the movement of quality certificate on powder coating for aluminum architectural material.
Highly-weatherable polyester powder coating is being mainly approved in Europe, now expanding to South East Asia and China region. In USA and Far East Asia region, heat-curing fluorinated powder coating is getting popular. Especially in USA, "LEED" (Leadership in Energy and Environmental Design) is getting standard; for PVDF paint actually solvent-borne is being replaced by powder basis. Current fluorinated powder coating is qualified by AAMA 2605-05 in case of 10-year exposure in Florida, therefore, its performance is recognized same as solvent-borne. That's why the shift to power from solvent-borne is going forward. This powder is applied to aluminum architectural materials in high/mid-rise building, condominium and shopping mall.
As for initial cost, powder coating is clearly higher than solvent-borne. Solvent-borne PVDF paint need 2-coat-2-bake to achieve required thickness (solid: >30 micro meter, metallic: >40 micro meter), however, fluorinated powder can make 60-70 micro thickness by 1-coat-1-bake. Powder coating makes smaller paint loss and leads VOC / CO2 reduction, finally we conclude the total cost is similar to solvent-borne. According to LCC concept, it seems reasonable for customers to choose "powder" option. Global environmental concern makes natural trend to move to powder-basis coat from solvent-borne, as a result, Japan Society For Finishing Technology set up specified association in 2006 to assess the non-solvent base coating.
The association compared 5 types of paints, 2 powder coating (Highly-weatherable polyester, Fluorinated basis) and 3 solvent borne (PVDF, Acrylic, Acryl-Urethane basis), for performance evaluation. According to the test report, the performance of highly-weatherable polyester powder coating showed large variations in the gloss retention data by "Open Flame Carbon Arc Weathering Instrument", the performance sharply went down over 1,000 hrs exposure and a test result was similar to solvent-borne acrylic or acrylic-urethane base.
On the other hand, fluorinated powder coating showed same performance as PVDF solvent base, the association understood fluorinated powder was superior to polyester in terms of weatherability, but did not emphasize this weatherable performance of fluorinated powder is essential for actual application. The association is studying the surface treatment process as well, therefore, suggested the importance of system assessment including surface treatment and coatings.
Currently large paint companies, AKZO NOBEL, JUTON, TIGER DRYLAC and PPG, are globally producing fluorinated powder coating, but in Japan, only DAI NIPPON TORYO have recently launched the product and TOHPE is still in preparation. Key factor to develop new powder coating market in Japan is how to make customers (or job coaters) understand the total cost benefit on new coating system. The unit price of fluorinated powder is double of solvent PVDF one, and local spraying cost of powder paint is higher than overseas one. It is very important for paint producers and job coaters to establish together new business model based on reasonable cost structure and wide product range. Prompt result / approval of fluorinated powder coating is really prioritized in local market, the comparison data against polyester powder should be strongly highlighted to end-users.
Change of cost structure is required in paint industry. Variable cost is 75% of selling price, and raw material cost is 50%. Average selling price is 380-390 Yen/kg. It seems very difficult to make more profitable situation under this severe structure. After Lehman's fall, every company aggressively cut all possible cost, finally had to eliminate even fundamental resource or cost. It affected potential enterprise power and made less investment for future development.
Change of cost structure starts from value making. The marketing process to launch new powder coating by 5,000 Yen/kg may lead the opportunity to sell a specialty by 10,000 Yen/kg. To supply differentiated product is only strategy to avoid meaningless price-war against competitors.
Change of cost structure needs new supply channel and new concept to sell powder coating. New brilliant colored paint need expensive pigment and may be sold by different scheme. Like cosmetic powder, new paint should be commercialized as premium one engaging emotionally and creating brand image.
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