Dr. Tommy Fang

BDS Paint Group CEO

Facing an increasingly fierce domestic paint market, intertwined with cost pressures and shifting demand, China's leading coatings enterprise, BDS Paint, is resolutely setting sail for international expansion. Dr. Tommy Fang, BDS Paint Group CEO, emphasized that this is not merely a strategic move to seek growth opportunities, but an inevitable stage for China's coatings industry to evolve from "scale leader" to "innovation powerhouse." Structural overcapacity domestically, opportunities arising from global supply chain restructuring in the post-pandemic era, the inherent drive for industrial upgrading, and the empowerment from national strategies collectively propel Chinese enterprises onto a journey to integrate into the core of the global value chain.

However, the journey is fraught with challenges. Dr. Tommy Fang candidly acknowledged that stringent environmental and performance standards in developed countries pose the primary technical barrier. Breaking the "value-for-money" stereotype and establishing high-end brand recognition in mature markets requires long-term investment. Profoundly understanding and integrating into local market cultures and consumption habits, while providing matching solutions, presents a critical localization challenge. The complex management of multinational supply chains is also a significant hurdle. In response, BDS views globalization as the core strategy of its "second entrepreneurial venture." Leveraging its Innovation Center, BDS continues to invest in green and environmentally friendly materials (low-VOC, odorless) and high-performance coatings (stone-like paint, art paint). It focuses on its three proven pillar products – furniture paint, stone-like paint, and art paint, and deeply understands that "service localization" is the lifeline for taking root in international markets.

At Coating Show Indonesia, Dr. Tommy Fang systematically unveiled BDS's strategic framework for building a "world-class coatings leadership brand" for the first time: "Independent Technology, Globalized Standards, Localized Service." He elaborated, Independent Technology is the foundation. By mastering core R&D and patents, it ensures product performance leadership and cost advantages, forming the hard power and pricing authority in global competition.

Globalized Standards are the passport. Actively participating in, and even leading, international standard-setting transforms technological advantages into influence, ensuring products meet and surpass the world's highest environmental and performance standards to win mainstream market acceptance. The goal is to evolve from a rule participant to a rule shaper. Localized Service is the lifeline. It means deeply integrating into the local ecosystem across all aspects, product formulation, color systems, channel development, team building, marketing communication,  transforming BDS from an "outsider" into "one of us."

These three elements form a closed loop of core competitiveness: Independent technology ensures "substance," globalized standards ensure "compliance and leadership," and localized service ensures "acceptance and popularity." Only then can a world-class brand be achieved.

BDS regards Southeast Asia as a crucial bridgehead for its globalized strategy, particularly Indonesia.Its geographical proximity, robust economic vitality, relative cultural affinity, and strong regional influence hold strategic value. Recent successes at Coating Show Indonesia, marked by establishing a "Green Eco-systems Coating Alliance" with top real estate developers and building materials groups, and securing multiple cooperation agreements, signal a victorious first step. BDS is now conducting systematic cultivation here: Optimizing its three strategic products based on local needs; increasing brand investment to convey "green, technological, high-quality" values; supporting partners in building high-standard channels; and leveraging its strengths to expand into major projects.

Dr. Tommy Fang stressed that BDS's globalization is not only a commercial expedition but also carries the mission of elevating Chinese national paint brands onto the world. With innovation as its spear and quality as its shield, BDS is braving the waves, striving to lead the tide of globalized coatings industry upgrading, and committed to carving a new height and profound influence for "Made in China" on the world map.

BDS’s booth at Coating Show Indonesia