方克宝：以质为基，五个高质量破解艺术涂料变局

Fang Kebao: Quality as the Foundation — Five “High Qualities” to Break the Deadlock

8月25日下午，2026华东艺术涂装高质量发展论坛迎来《建材行情变局中艺术涂料高质量发展破局之道》主题演讲，演讲者是意大利兰铂（LOMBOR）艺术涂料中国区总裁方克宝。他从行情判断切入，提出以“五个高质量”应对变局，并直言最终要落到高性价比上。

On the afternoon of August 25, the 2026 East China Art Coating High-Quality Development Forum heard “The Way to High-Quality Development for Art Coating Amid the Building-Materials Downturn,” delivered by Fang Kebao, China president of the Italian art coating brand LOMBOR. Starting from his reading of the market, he proposed five “high qualities” as the answer — and insisted that in the end everything must land on value for money.

行情判断与两大赛道

方克宝先给出对行情的三点判断：房地产下行、国家持续推进去产能与反内卷、“好房子”导向下住宅开发转向低密改善型大平层为主。他据此认为，未来行业将面对两大赛道——好房子与老房旧改，“我们面向的更多是大平层、高质量的客户为主了”。

Fang framed the market with three observations: a real-estate downturn; the state’s continued push to cut excess capacity and curb involution; and, under the “good housing” policy orientation, new development shifting toward low-density, improvement-oriented large flats. The industry, he concluded, faces two tracks going forward — good housing and renovation of older homes — “serving mostly large-flat, high-quality customers.”

五个高质量，一条破局路

破局之道，他概括为五个高质量。第一是品牌高度：在艺术涂料赛道，意大利原装进口是最高档次，“兰铂2026年主打的方向，就是意大利原装进口，假一赔十”。第二是产品工艺高质量：高端手工产品固然出色，但面向中端市场更需可复制性——“很多师傅通过教学培训很快就能上手”；高质量产品还要过美观、耐污、硬度等性能关。

His answer came as five “high qualities.” First, brand height: in art coating, Italian original-import sits at the top tier, “and LOMBOR’s focus for 2026 is Italian original import, with tenfold compensation if fake.” Second, product and craft quality: premium handcrafted finishes are excellent but hard to replicate; the mid-market demands reproducibility — “with training, many craftsmen can pick it up quickly” — plus performance in beauty, stain resistance and hardness.

第三是环保标准高质量。他介绍，从2025年7月起国家实施3C认证标准，对工厂现场抽检，比以往的环保要求更严格；兰铂早在2006年即通过法国A+认证，绿色卫士、蓝天使等认证也在推进中，只是周期较长。第四是落地交付高质量：公司为每位参训师傅颁发证书，师傅持证上门，“出去接活更有底气”。

Third, environmental standards. Since July 2025, he noted, China has enforced the 3C certification standard with on-site factory sampling — stricter than previous eco requirements. LOMBOR obtained the French A+ certification as early as 2006, with Green Guard and Blue Angel underway though lengthy. Fourth, delivery quality: the company certifies every trained craftsman, so certificate-holders arrive on site “with solid confidence to take on jobs.”

第五是营销赋能高质量。他观察到，抖音现在重点推送本地流量，且以直播为主，品牌方专门请了第三方给全国经销商做抖音培训；GEO优化不仅是品牌的事，经销商、师傅个人号都可以做“杭州艺术涂料哪家好”“温州哪个艺术涂料师傅手艺好”这样的词；此外，高德、百度、微信的地图推广“还是一片蓝海，刚刚起步，大家后续可以去试一下”。他补充说，他经常刷到柏尔特、钱家飞的手艺视频，“你一旦感兴趣，抖音就一直推给你”。

Fifth, marketing empowerment. Douyin now prioritizes local traffic dominated by livestreaming, he observed; the brand has hired third parties to train distributors nationwide on Douyin. GEO optimization is not just for brands — distributors and individual craftsmen alike can rank for searches like “which art coating in Hangzhou is best” or “which craftsman in Wenzhou has the best skills.” Map-based promotion on Amap, Baidu and WeChat, he added, “is still a blue ocean, just starting — worth trying.” He often scrolls across craft videos from Boerte and Qian Jiafei himself: “once you show interest, Douyin keeps pushing it to you.”

第六条的留白：高性价比

方克宝还留了“第六条”：所有环节都拉高之后，最终还是要靠价格说话。“意大利原装进口，假一赔十，100块钱一平方，你要不要？”在他看来，高质量发展的落点就是高性价比——把每个环节的标准都拔高，同时让消费者以合理的价格买到。

He kept a “sixth point” in reserve: after raising every standard, the final word still belongs to price. “Italian original import, tenfold compensation if fake, 100 yuan per square meter — would you take it?” The landing point of high-quality development, in his view, is value for money: raise every standard while keeping prices reasonable for consumers.

主持人评价，方总从营销、产品、品牌、施工、交付等多个维度讲清了高质量发展之路，为行业在迷茫中看到了方向。随着掌声落下，论坛进入当天最重磅的环节——涂装大咖论道。

The host credited Fang with charting high-quality development across marketing, product, brand, application and delivery — giving the industry a direction in uncertain times. As the applause faded, the forum moved into its heaviest session of the day: the roundtable of coating masters.