陈笃：把“卖涂料”做成“交付空间”，整体艺术涂装瞄准自建房市场

From selling paint to delivering spaces: MaPa’s Chen Du targets the self-built housing market

8月26日，杭州，2026华东艺术涂装高峰论坛进入第二天。玛帕（绍兴）涂料有限责任公司联合创始人陈笃以《如何做好整体艺术涂装开拓自建房市场》为题登台分享。他给出的核心判断是：涂料是半成品，涂装才是产品，空间才是作品；把外墙、内墙、地面、定制做成一个系统，就是打开自建房市场的钥匙。

On August 26, as the 2026 East China Art Coating Summit Forum entered its second day in Hangzhou, Chen Du, co-founder of Shaoxing-based MaPa Coatings, took the stage with a speech titled “How to Master Integrated Art Coating and Open Up the Self-Built Housing Market”. His core proposition: paint is a semi-finished product, coating is the product, and the space is the finished work — and the key to the self-built housing market lies in treating exterior walls, interior walls, floors and custom work as one system.

“专业是喝酒，生活是涂料”

陈笃的开场带着几分自嘲：“我的专业是喝酒，生活是涂料，大家只要记住这一点就好。”玩笑过后，这位玛帕品牌主理人进入正题：整体艺术涂装的概念，是他2021年至2022年间从国外媒体上捕捉到的新趋势；自2022年起，玛帕便专注于整体涂装，把外墙、内墙、地面等产品形成体系，以整体方案输出给客户。

Chen Du opened with a wink: “My profession is drinking; coatings are my life — that is all you need to remember.” The jest over, the MaPa brand principal got down to business. Integrated art coating, he said, was a trend he first spotted on foreign media between 2021 and 2022; since 2022, MaPa has focused on whole-house coating systems, bundling exterior, interior and floor products into one offering for clients.

从三大割裂到四界面一体化

陈笃把行业的最大痛点归结为“效果浪费”：室内外割裂、天地墙割裂、设计交付割裂，“这不是产品问题，是系统问题”。他的解法是“四界面一体化系统”——外墙承载建筑表情与耐候，内墙决定空间情绪与触感，地面强调连续界面与耐用，定制负责个性与识别。

He traced the industry’s biggest waste to “wasted results”: interiors cut off from exteriors, floors from walls, designs from deliveries. “This is not a product problem, it is a systems problem.” His answer is a four-interface integrated system: exteriors carry a building’s face and weather resistance; interior walls set the mood and touch of a space; floors provide continuity and durability; and customization delivers personality and identity.

交付端，他主张标准化、节点化、可视化“三化”，并把流程拆成基层检测、界面处理、工艺打样、交叉施工、成品保护、节点验收的六步闭环，“让交付从玄学变成工程”。落地路径上，他提醒同行“不要找错方向”：“要往设计院去推进，不是往工作室”——他经手的美术馆、别墅翻新与民宿酒店项目，最终的设计把控权都在设计院手里。

On delivery, he argued for standardisation, node-based management and visualisation, breaking the process into a six-step loop of substrate inspection, interface treatment, sample crafting, cross-trade construction, finished-product protection and stage acceptance — “turning delivery from alchemy into engineering”. On execution he warned peers not to aim at the wrong target: “Push toward design institutes, not studios.” The art museums, villa renovations and guesthouse hotels he has handled were all ultimately controlled at the design-institute level, he said.

自建房不是低端市场

对于自建房市场的想象，陈笃的判断出人意料：“一想到农村自建房，大家觉得用的是最便宜的材料。但我们在试验中发现，真正的自建房系统用的材料是超级昂贵的。”

His reading of the self-built housing market defies convention: “People assume rural self-built homes use the cheapest materials. But our trials show that a proper self-built home system actually uses very expensive materials.”

他举四川阿拉塔拉酒店为例：若全部采用真花岗岩，温泉泡池部分将新增两三千万元成本；团队以仿花岗岩涂装方案完成施工，通过多轮水涌循环检测，项目随后还带来了约七万平方米的外墙仿石订单。目前玛帕的仿石材产品有二十余款，整体产品体系二十个系列，地面板块主推无机自流平、以水洗石点缀。

He cited a hot-spring hotel in Sichuan: real granite for its pools would have added 20–30 million yuan to the cost. His team delivered the pools with an imitation-granite coating system that passed repeated water-surge cycling tests, and the project went on to generate an extra order of roughly 70,000 square metres of stone-effect exterior work. MaPa now offers more than 20 imitation-stone products across a 20-series portfolio, with inorganic self-levelling floors as its flagship and washed-stone finishes as accents.

他还援引行业白皮书数据称，欧洲高端建筑采用一体化涂装方案的比例已从2023年的34%升至2025年底的58%；在设计之都米兰，90%以上的高端项目已弃用瓷砖、改用整体艺术涂装。他同时提到，2026年1月1日起宅基地相关政策已现动向，自建房板块值得提前布局。

Citing industry white-paper data, he said the share of integrated coating solutions in European high-end buildings rose from 34% in 2023 to 58% by the end of 2025, and that in Milan — a capital of design — more than 90% of high-end projects have swapped tiles for integrated art coating. He also noted early movement in rural homestead policy since January 1, 2026, making the self-built segment worth an early bet.

主持人点评时称，陈笃的打法是从外墙介入、延伸到内墙，“好的产品干不过好的场景，好的场景干不过好的生态”。分享的最后，陈笃没有多讲客套话，只把品牌微信与样板小店入口留在屏幕上——想看仿石材样板的，可以直接下单。

Summing up, the moderator described Chen’s approach as entering through exterior walls and expanding inward, noting that “a good product cannot beat a good scenario, and a good scenario cannot beat a good ecosystem”. Chen wrapped up without ceremony, leaving his WeChat QR code and a mini-store link on screen for anyone who wanted imitation-stone samples delivered by order.