Where will the fate of American paint brands turn?

GUIDEpreface
Affected by the downward trend of the industry market cycle and the slowdown of the real estate economy, the architectural coatings market has entered a downturn in recent years. When most paint companies are under pressure and contracting during a downturn, when various pessimistic news permeates the entire industry, and when some foreign paint brands choose to gradually withdraw from the Chinese market, the trend of American paint brands has become a focus of attention for many industry insiders. Today, "Coatings Market" invited Lillian Wu, General Manager and Color Director of Dunn Coatings China, Ling Yanbo, Deputy General Manager of Dunn Coatings China, and Kuang Wen, Deputy Sales Director of Dunn Coatings China, to discuss the future of American coatings......

(First from right) Lillian Wu, General Manager and Color Director of Dunn Coatings China, Ling Yanbo, Deputy General Manager of Dunn Coatings China (first from left), Kuang Wen, Deputy Sales Director of Dunn Coatings China (center)
What is the future of American coatings?
The market is actually constantly changing, and its ups and downs cannot be changed by individual will. A well developed market can have a hundred flowers blooming and a hundred schools of thought competing. However, in today's "low point" period of the industry, the survival dilemma faced by each enterprise not only tests their ability to resist risks, but also reflects their core competitiveness. Especially as we enter 2025, American paint brands in China are constantly being tested. In addition to facing market changes, they also need to deal with the ups and downs of tariffs between China and the United States.
We had a thorough discussion with the person in charge of Dunn Coatings China headquarters today regarding the issues we are concerned about regarding tariffs, survival, or development of American coatings. During the interview and communication process, we discovered the "hidden gem" of Dunn in American coatings.
When the issue of tariffs arises, the support attitude of the US Dunn Coatings headquarters towards the Chinese headquarters - "respecting the market, protecting the market, not affecting the market, and the headquarters bearing all 'tariff' issues..." fully reflects the responsibility of a century old enterprise. Because it considers not only the pros and cons of the market, but also how to take on the responsibility of protecting consumers in the first place. The reporter believes that the development of a company must have sufficient risk resistance ability, and this ability means taking "high-quality products as one's responsibility" and "customer rights as the center" in any situation. In fact, during this period, it is worth discussing not only the direction of American coatings, but also the direction that brands of any nationality should take under the development of different corporate cultures and concepts
Dunn went against the current and achieved the annual target in the first half of the year
During the interview, it was learned that this year marks the 100th anniversary of the establishment of Dunn Coatings in the United States. Dunn has a long history of development and a solid foundation. It is a century old enterprise with a strong academic background. Whether it is environmental safety, performance quality, or excellent color standards, it is a unique presence worldwide.
We have had a good start in 2025, achieving a large number of customer returns and allowing us to complete the expansion of investment ahead of schedule in the first half of this year, "Lillian Wu told reporters from" Coatings Market ".
Brand charm naturally has a profound understanding for the consumer group who appreciate the beauty of design and pursue high-quality home spaces. Against the backdrop of an increasing emphasis on high-quality living, Dunn Coatings in the United States is leading the trend of fashionable, healthy, high-end, and imaginative colors. Some old customers (agents) from the past have found them again this year and actively requested to increase cooperation efforts. The reason is simple: because they value quality, after comparing market products, they are more determined that cooperation with Dunn is the key to a win-win future....

During the communication, the reporter felt the confidence revealed by the head of Dunn Coatings China headquarters, which also showed us their great determination to attach great importance to the Chinese market and work hard for it. Perhaps this is the confidence that many brands are adopting a contraction strategy in the Chinese market, while American Dunn Coatings insists on taking a counter trend expansion route.

Academic powerhouse enterprises: possessing multiple "first technology" labels
In 1954, Dunn Coatings in the United States was the first in the world to completely eliminate the addition of lead in coatings, 24 years earlier than the federal government's ban. In 2010, it went further and became the first brand in the industry to voluntarily stop using ethylene glycol. This' technical cleanliness obsession 'has earned its unique production system the only LEED Gold Award in the global coatings industry, and has enabled all products in the range to pass FDA food contact level certification. With the safety standard of' direct contact with food ', it has engraved the corporate culture of' environmental protection first 'into the brand gene.
As we have learned, Dunn is a "top student" enterprise that has been dedicated to architectural coatings for nearly a century, enabling them to always be ahead of the curve in environmental protection technology. They have always emphasized the need to bring the most environmentally friendly and safe products to Chinese users, provide long-term value with high-quality services, and thus form a reputation and achieve conversion. Although they did not mention much about their strong environmental capabilities, the recognition and use of them by many upper class individuals in the United States and China is enough to illustrate everything.....

As a company that maintains its position as the "first person in innovative leading technology", Dunn Coatings in the United States has received far more honors. As early as 2012, it was awarded the title of one of the top 100 manufacturing companies in the United States, and its entire range of coating products received the LEED Gold Award, which highly recognizes its achievements in environmental protection.
In addition, Dunn Coatings from the United States was awarded the title of "Top 10 Trusted Brands by Designers from 1989 to 2019" by the organizing committee of the 29th (Shanghai) Annual Meeting of the Interior Design Branch of the Chinese Architectural Society; Awarded the "Guangdong Environmental Art and Design Industry Association 2023 Education Contribution Award" by the Guangdong Environmental Art and Design Industry Association; And in April 2025, it obtained the China Compulsory Certification (3C Certification) certificate, becoming one of the first international coating brands to pass this certification.

It should be clarified that 3C certification is a product qualification assessment system implemented by the Chinese government to protect consumer personal safety and national security, and strengthen product quality management. This certification is not only an authoritative recognition of the safety, environmental friendliness, and durability of Dunn's paint products in the United States, but also an important proof of its deep integration into the Chinese market and implementation of localization strategy.

Dual engine strategy+"three carriages"
In 2012, Dunn Coatings from the United States entered the Chinese market and has been following a dual engine strategy of "environmental science+color authority". The concept of upward mobility, altruism, and win-win cooperation has always been integrated into business relationships with close strategic partners. They have excellent production systems and raw material applications that run through the entire product lifecycle. And 'product strength, service strength, and digital marketing' are the three pillars that keep them developing rapidly. These measures have given Dunn more dominant advantages in the Chinese market, which advocates for a dual carbon strategy.

Strategic determination and global influence amidst industry turbulence
The "academic genius gene" of Dunn Coatings in the United States has formed a strong influence in the global market: from the 62 color customized solution of Wynn Hotel in Las Vegas to the historical building restoration of the Chinese Theatre in Hollywood, Dunn provides the "color discourse power" for the design industry with its patented color card system "Perfect Palette", and was awarded the "Top 10 Trusted Brands by Designers from 1989 to 2019" in 2019.

After entering the Chinese market, its strategy of "stability over speed" has achieved significant results - covering more than 200 cities since 2012, the return rate of old customers in the first half of 2025 has pushed the investment target to be exceeded, and even in the fluctuation of tariffs between China and the United States, it has still won the trust of agents with the promise of "no price increase". Based on a century of technological accumulation, we have built a "paint+design" ecosystem and collaborated with top designers from around the world for over a decade. With the "environmental advantages under the dual carbon strategy+aesthetic discourse power in the high-end market," we have consolidated our "value moat" in the industry reshuffle.

conclusion
The stronger the storm, the more it can test the brand's ability to resist risks and resilience. Dunn Coatings, which has a global development strategy, continues to steadily move forward in the turbulent industry, repeatedly achieving market success and remarkable achievements. At present, this American funded brand that adheres to long-term principles is outlining an increasingly clear outline of a strong player in the Chinese paint market with a "green as the base and color as the wings" attitude, writing a brilliant future for the Chinese market!