The invention discloses a novel nonwoven cloth coating pigment. The novel nonwoven cloth coating pigment includes following raw materials: ethanol, a cellosolve, a pigment, polyvinyl acetate resin, coumarone resin, polyethylene, light calcium carbonate, phenolic resin, an anti-oxygen agent and rosin. The coating pigment is 38-46% in solid content, is 90-98 s in viscosity, is 6.5-8.5 in pH and does not deteriorate after storage for 13-17 months. The raw materials are easy to obtain. The pigment is 95-99% in glossiness, is 160-330 times in wear resistance and can be widely produced and used for replacing materials in the prior art.