{"id":4584,"date":"2016-11-01T20:45:46","date_gmt":"2016-11-01T13:45:46","guid":{"rendered":"https:\/\/dinhhongky.com\/?p=4584"},"modified":"2025-07-09T15:25:39","modified_gmt":"2025-07-09T08:25:39","slug":"going-abroad-to-support-secoin","status":"publish","type":"post","link":"https:\/\/dinhhongky.com\/en\/news\/going-abroad-to-support-secoin\/","title":{"rendered":"Going Abroad to Support Secoin"},"content":{"rendered":"

The international market has served as a vital support, helping Secoin \u2014 a domestic construction materials company \u2014 overcome the challenges of the local market.<\/p><\/blockquote>\n

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\"\"\"\"\"\"<\/p>\n

Strong Development of Overseas Markets as a Key Outlet for Building Material Enterprises, with Secoin as a Prime Example.<\/p>\n

In an early Spring conversation with Nh\u00e3n hi\u1ec7u & \u0110\u1ea7u t\u01b0<\/em> magazine, Mr. \u0110inh H\u1ed3ng K\u1ef3 \u2013 Chairman and CEO of Secoin Building Materials Corporation \u2013 shared that he remains one of the few business leaders who cannot be optimistic about Vietnam\u2019s real estate and construction material markets in 2015.<\/p>\n

Although statistics from the Ministry of Construction showed over 11,000 transactions in Hanoi and 10,000 in Ho Chi Minh City across all market segments last year, Mr. Nguy\u1ec5n V\u0103n \u0110\u1ef1c, Deputy Director of \u0110\u1ea5t L\u00e0nh Real Estate Company, argued this activity does not reflect the overall market. High-end and luxury projects (over 40 million VND\/m\u00b2) remain quiet. More importantly, HCMC has over 900 “stagnant” real estate projects, with licenses revoked for 200 and roughly 700 on hold, involving hundreds of trillions of dong in loans. This poses a high bankruptcy risk for many businesses.<\/p>\n

Sharing this view, Mr. K\u1ef3 believes that demand for construction materials is weak due to unclear urban planning.<\/p>\n

Another issue is oversupply. Cement was once in short supply and shipped from North to South at high prices. But after heavy investment by the Ministry of Construction, surplus followed in just three years. \u201cIn Vietnam, everything seems scarce at first, but without proper planning, we quickly face surplus,\u201d Mr. K\u1ef3 remarked.<\/p>\n

Facing unstable domestic consumption, exports have become a vital strategy for construction material enterprises. Mr. K\u1ef3 recognized this long ago.<\/p>\n

45 International Markets<\/strong><\/p>\n

While many companies struggle, Secoin has maintained steady annual growth of 20\u201325%. In 2014, export revenue reached a record 72.5%\u2014the highest in the company\u2019s 25-year history. \u201cWithout exports, we wouldn\u2019t be where we are today,\u201d said Mr. K\u1ef3.<\/p>\n

In 1995, after returning from Poland, Mr. K\u1ef3 officially became Director of Secoin Vietnam. He noted that most bricks in Vietnam were fired clay, while in Europe, 90% were non-fired. He decided to focus on producing non-fired bricks in Vietnam.<\/p>\n

By 1997, Secoin had transferred technology to 50 non-fired brick factories. In 1999, the company acquired a Japanese factory, turning it into Secoin H\u00e0 T\u00e2y. In 2001, it acquired Contrexim\u2019s plant (under the Ministry of Construction) and transformed it into Secoin Xu\u00e2n Mai. More plants followed: Secoin H\u01b0ng Y\u00ean, Secoin B\u00ecnh D\u01b0\u01a1ng and B\u00ecnh Ch\u00e1nh (formerly Thanh Danh), and most recently Secoin \u0110\u00e0 N\u1eb5ng, bringing its total to 10 non-fired building material product lines nationwide.<\/p>\n

Without disclosing production capacity, Mr. K\u1ef3 affirms Secoin is a top-tier non-fired brick producer in Vietnam, committed to long-term international expansion. \u201cVietnam\u2019s domestic market looks large but isn\u2019t. Despite a big population, purchasing power is low. Exporting is more efficient and financially safer given the lingering local bad debt and public construction debt,\u201d he said.<\/p>\n

Secoin products are now present in 45 countries across five continents. Among them, Japan is the most demanding market in terms of product quality and business etiquette.<\/p>\n

Secoin Abroad<\/strong><\/p>\n

Entering Japan in 1999, today, 30% of its outdoor construction material market uses Secoin terrazzo tiles. The company holds over 85% of the encaustic cement tile market in Israel. Its pool tiles are sold in five Australian states, and 80% of European cement tile brands are manufactured by Secoin.<\/p>\n

Secoin’s export strategy is rooted in deep customer insight. Mr. K\u1ef3 believes success abroad requires understanding customer needs, leveraging core competencies, and creating what the customer wants\u2014not just what you can produce.<\/p>\n

Distribution is equally vital. Some markets take two days to finalize a distributor; others take up to three years due to rigorous testing requirements.<\/p>\n

\u201cIn the past, a UK distributor flew to our Vietnam factory to inspect whether our tiles were recyclable, how we package, whether worker wages were livable, if we used child labor, and how we treated wastewater. Once you enter the global market, you must play by global rules,\u201d said a Secoin representative.<\/p>\n

Another success factor is diversification. Mr. K\u1ef3 warns against relying on just a few markets: \u201cWhen Europe is down, Australia is up, or when the Middle East is growing, Europe might be slowing. Diversifying markets reduces risk.\u201d<\/p>\n

He also notes that clear legal systems abroad keep businesses safe as long as they avoid \u201csensitive\u201d issues. Secoin has also worked closely with partners to build integrated value chains\u2014covering production, logistics, distribution, retail, and design consultancy.<\/p>\n

Reflecting on these early Spring thoughts, Mr. K\u1ef3 shared his ambition: once exports stabilize, Secoin will gradually build its own brand abroad. But this generational challenge won\u2019t be easy\u2014gaining international recognition for a Vietnamese brand is tough.<\/p>\n

Still, he remains determined. \u201cIt\u2019s difficult, but we must do it. SCG once offered to buy 60% of Secoin, but I declined. I always affirm: Secoin is a Vietnamese company with a Vietnamese brand. One day, it will fulfill its mission of \u2018carrying the bell to ring abroad,\u2019\u201d he said firmly.<\/p>\n

http:\/\/nhipcaudautu.vn\/thi-truong\/hang-hoa\/xuat-ngoai-do-secoin-3244183\/<\/a><\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

The international market has served as a vital support, helping Secoin \u2014 a domestic construction materials company \u2014 overcome the challenges of the local market. Strong Development of Overseas Markets as a Key Outlet for Building Material Enterprises, with Secoin as a Prime Example. In an early Spring conversation with Nh\u00e3n hi\u1ec7u & \u0110\u1ea7u t\u01b0…<\/p>\n","protected":false},"author":3,"featured_media":3993,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[23],"tags":[],"class_list":["post-4584","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news"],"_links":{"self":[{"href":"https:\/\/dinhhongky.com\/en\/wp-json\/wp\/v2\/posts\/4584","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/dinhhongky.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dinhhongky.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dinhhongky.com\/en\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/dinhhongky.com\/en\/wp-json\/wp\/v2\/comments?post=4584"}],"version-history":[{"count":2,"href":"https:\/\/dinhhongky.com\/en\/wp-json\/wp\/v2\/posts\/4584\/revisions"}],"predecessor-version":[{"id":4586,"href":"https:\/\/dinhhongky.com\/en\/wp-json\/wp\/v2\/posts\/4584\/revisions\/4586"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dinhhongky.com\/en\/wp-json\/wp\/v2\/media\/3993"}],"wp:attachment":[{"href":"https:\/\/dinhhongky.com\/en\/wp-json\/wp\/v2\/media?parent=4584"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dinhhongky.com\/en\/wp-json\/wp\/v2\/categories?post=4584"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dinhhongky.com\/en\/wp-json\/wp\/v2\/tags?post=4584"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}