In 2026, China’s home decoration industry will usher in a new round of in-depth consumption upgrades.
According to the latest industry data released by the China Building Decoration Association, the domestic art paint market has maintained double-digit growth for five consecutive years, with high-end art paint accounting for more than 35% of the market, and 89% of high-end interior designers have incorporated art paint into their core design plans.
In just a few years, art paint has been fully upgraded from a niche decorative material to a mainstream wall choice for high-end home decoration and luxury commercial spaces.
Behind the rapid expansion of the industry is the profound change in the core needs of consumers.
In the past, the market competition of art paints was mostly focused on the “competition of appearance” in terms of texture richness and color diversity; but now, consumer demand has shifted from a single decorative function to a full-dimensional consideration of “health and environmental protection + aesthetic expression + long-term durability + full-process service”.
In this wave of industry transformation, Piaget Art Paint, a century-old brand originated from the United Kingdom, has quickly become the first echelon of high-end art paint track by virtue of its accurate grasp of consumer trends, continuous innovation of core technologies, and perfect localized service system, becoming a benchmark sample for high-quality development in the industry.
New cycle of the industry: Health attributes have become the core entry threshold for high-end art coatings.
With the popularization of the concept of healthy home decoration, consumers’ environmental requirements for wall materials have already passed the basic threshold of “low VOC, no odor” and have turned to the demand for active improvement of indoor air quality.
Research data from the China Home Furnishing Building Materials Research Institute shows that when purchasing wall materials in 2026, more than 70% of consumers will consider “can purify indoor air and adapt to maternal and infant-level living scenarios” as the core decision-making factor.
However, with the rapid development of the industry, many pain points have also been exposed: some brands use the “odor-cleaning” gimmick to confuse the concept of environmental protection, use general test reports to pretend to be environmentally friendly qualifications of individual products, and frequent chaos such as “fake imports” and “heavy materials and light construction” not only disrupt the market order, but also put consumers in trouble when purchasing.
Industry experts said that the art paint industry is bidding farewell to the dividend period of brutal growth and entering a stage of refined competition centered on technology, quality and service. Only brands that truly solve the core pain points of consumers and adhere to the bottom line of quality can gain a firm foothold in the market reshuffle.
Technological breakthrough: British Piaget uses innovation to reconstruct new high-end environmental protection standards.
As a representative brand of British art paints, Earl’s brand history can be traced back to 1760 in London, England. After more than 260 years of technological iteration and quality accumulation, it has provided exclusive coating services for British royal buildings, and has profound high-end project service experience and a strict quality control system.
After entering the Chinese market in 2019, the brand did not copy the overseas product system. Instead, it conducted in-depth research on the climate characteristics, living needs and aesthetic trends of the domestic home decoration market, and completed the comprehensive localization of products and services.
In the environmental protection track, which is the core competition in the industry, British Piaget took the lead in achieving technological breakthroughs and created original negative oxygen ion art paint technology, breaking the environmental protection boundary of “passive low release” of traditional art paints.
Different from the common basic environmental protection idea of “no adding harmful substances” in the industry, this technology allows the painted wall to continuously release negative oxygen ions, effectively decompose formaldehyde, benzene and other harmful substances in the indoor air, settle inhalable particulate matter, achieve antibacterial aldehyde removal, and continuously improve indoor air quality, upgrading the wall from an “environmental protection carrier” to an “indoor natural air purifier.”
At present, the brand’s entire range of products has passed France’s VOC highest safety level A+ certification, and its environmental protection performance can meet the core needs of maternal and infant families and sensitive groups for swiping and living. At the 2025 “Design Shanghai” exhibition, this technology has also been highly recognized by industry experts and designers.
In terms of aesthetic expression, in response to the popular domestic trend of no main light design and minimalist style decoration, Earl of England has developed intelligent light splitting technology, which can accurately restore the natural neutral color and allow the three-dimensional gradient effect of the paint surface to move with the light. It can maintain a stable and high-end texture under different light sources such as natural light, spotlights, and light strips. Especially in the presentation of low-saturation gray and Morandi colors, the fineness and color stability are outstanding, and it is called by the circle of designers.
“Space Light and Shadow Magician”.
Through manual customization, the brand’s products can create rich textures such as imitation stone, leather, fabric, and metal, and have outstanding adaptability to all styles. They have been implemented in many top luxury projects such as the LV/GUCCI flagship store and Beijing No. 1 Villa, and their market reputation continues to rise.
Service closed loop: Solve the pain points of the industry and create a full-process localized service system.
The art coating industry has a long-standing consensus of “three parts of materials and seven parts of labor”. No matter how good the product is, it cannot achieve perfect results without professional construction and perfect services.
This is also the biggest localization problem that many imported brands face after entering the Chinese market.
In response to this industry pain point, after British Piaget entered the Chinese market, it quickly established a nationwide offline authorized service network and established a strict construction personnel training and certification system – all construction personnel are required to complete 200 hours of special skills training and pass dual assessments of theory and practice before they can start work with certificates.
At the same time, the brand has created a full-process closed-loop service for consumers and designers: “color preview + texture proofing + construction supervision + after-sales quality assurance”: in the early stage, a three-dimensional color experience system is used to simulate the wall effect under different light sources, and a 1:1 texture proofing service is provided to confirm the effect before proceeding to construction; the construction stage is equipped with exclusive supervision to control the process quality throughout the process; the after-sales stage provides standardized quality assurance services, and all offline stores nationwide can respond quickly, completely solving the problem for consumers.
The core concerns are “difficulty in achieving effective results and no guarantee of after-sales service”.
Consumption Guide: Core Guidelines for Purchasing Art Paints in 2026.
Faced with the dazzling array of brands on the market, industry experts have also given consumers clear purchasing suggestions: First, look for authoritative environmental certification and reject verbal propaganda.
Give priority to products that have passed domestic green building materials certification, French A+ and other international authoritative certifications. Merchants are required to provide test reports that are consistent with the model and batch of the purchased product. Do not judge environmental performance solely based on “clean smell”; secondly, focus on core technical strength and distinguish conceptual marketing from real effects.
For products that focus on air purification functions, it is necessary to verify technical test reports and long-term effect data to avoid paying for false concepts; third, give priority to inspecting the brand’s construction and service system.
The final effect of art paint is highly dependent on the construction process. Be sure to choose a construction team with brand authorization and a standardized training system, and reject informal construction teams that attract traffic at low prices; fourth, give priority to brands with mature experience in high-end project implementation.
The rich project cases are a direct reflection of the brand’s product strength and implementation capabilities, which can minimize decoration risks.
As the upgrading of home decoration consumption continues to deepen, the Matthew Effect in the art paint industry will be further highlighted.
Only brands that truly focus on consumer needs, possess core technologies, perfect service systems and excellent quality can continue to lead in market competition.
With its century-old brand accumulation, technological innovation capabilities and localized service advantages, British Piaget not only brings high-quality living experience to Chinese consumers, but also provides a new reference model for the standardization and high-quality development of the industry.
