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S'Hanoi to re-position brand

Released at: 18:16, 25/04/2019

S'Hanoi to re-position brand

Photo: S’Hanoi

Local paint maker announces move to better compete in local market and reach out to international markets.

by Ngoc Lan

The Hanoi Paint JSC (S’Hanoi) officially announced on April 24 in Hanoi it will re-position its brand with a new development orientation to mark its 60th year in business.

It will continue to maintain its strong foothold by repositioning its brand and its advances in mold packaging technology (IML) with super anti-counterfeiting functionality.

S’Hanoi’s entire product network will be managed by QR code, helping customers easily confirm product origin. This is an important step in improving image quality and protecting product and brand quality.

It has also invested heavily in human resources and production technology for the new brand identity. This is a positive sign showing its determination on its journey to re-positioning itself amid competition between domestic and foreign paints.

S’Hanoi will also expand production with the construction of a second factory on 30,000 sq m at the Tan Dan Industrial Park in northern Hung Yen province in May.

The company is also investing in Oliver Batlle & ABB production technology, with the goal of contributing 30 million liters of paint and 10,000 tons of paint powder each year to the market.

Regarding people, the company is inviting technical and management experts from world leading corporations to work for it, with the goal of developing on par with international brands.

In addition to traditional products branded CMC (industrial paint) and Vepa (decorative paint), S’Hanoi has invested in research and production to produce decorative paint products branded S’Hanoi for the high-end segment, with raw materials imported from leading suppliers such as Down, Connel Bros., and BASF from Europe, the US, and Australia.

With this orientation, the company is trying to transform itself into Vietnam’s No. 1 domestic paint brand and reaching out to the international market as soon as possible.

According to the Vietnam Paint and Printing Ink Association (VPIA), Vietnam had about 600 paint enterprises in 2018, of which only 70 are foreign-invested enterprises but account for a market share of about 65 per cent.

Although domestic paint accounts for only a 35 per cent market share, it has seen growth in the double digits over the last five years. According to analysts, domestic paint products are gradually establishing a foothold in the market after launching preeminent products at competitive prices compared to foreign brands.

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