Hoa Sen Group promotes domestic market

(PLVN) - Instead of relying heavily on exports, Hoa Sen Group is proactively focusing on the domestic market. This is a business strategy that helps Hoa Sen stand firm in the face of unpredictable fluctuations in the global economy.

Hoa Sen is a major brand in the Vietnamese steel sheet industry.

In the context of the global economic recovery after the Covid-19 pandemic with many fluctuations, Hoa Sen Group - a leading enterprise in the field of steel and corrugated iron materials in Vietnam - has quickly adjusted its development strategy.

Instead of relying heavily on exports, Hoa Sen is proactively focusing on the domestic market, with the ratio of domestic sales to total sales gradually increasing from 53% in the 2022-2023 fiscal year to an expected 60% in the 2024-2025 fiscal year.

Detailed figures on domestic market production and revenue over the past years are as follows:

Domestic market output has increased over the years.

Domestic market revenue also increased gradually over the years.

As one of the leading listed companies in the steel sheet industry, Hoa Sen Group is demonstrating a strong transformation with a well-planned investment strategy in products, warehouse systems, the Hoa Sen Home supermarket system, and a brand focused on community engagement. These are four key pillars that create a sustainable competitive advantage in the new phase.

New Products: Long-Term Growth Drivers

Hoa Sen is preparing to launch Magnesium alloy coated steel products to the market - a new product line integrating modern technology, developed based on in-depth research.

With outstanding characteristics such as high corrosion resistance, a lifespan of up to 40-45 years, environmental friendliness, and the ability to meet stringent aesthetic requirements, this product opens up new growth opportunities for the galvanized steel sheet segment, especially in many specialized segments requiring high quality.

From an investment perspective, this is a potential factor that could improve gross profit margins and increase brand value in the medium and long term.

Hoa Sen Home: Vietnam's leading chain of construction materials and interior design supermarkets

Hoa Sen deploys additional product chain model for construction materials and interiors.

Since 2021, Hoa Sen Group has started to deploy the Hoa Sen Home construction materials and interior design supermarket chain model. Up to now, the system has had 122 supermarkets; if counting other traditional stores in the chain, this number is about more than 400 stores nationwide.

The number of supermarkets will increase gradually each year. This year alone, the company aims to open 20 Hoa Sen Home supermarkets and in the next phase, each year increase at least 25 Hoa Sen Home supermarkets with large scale from 3,000 - 5,000 m2 in central locations of the province.

Hoa Sen Home Building Materials and Interior Decoration Supermarket in Binh Duong .

Currently, Hoa Sen Home provides more than 20,000 products, including many new product groups, serving a variety of construction and interior material needs such as Lustra tile product line, Lustime tile product line, Tuslo bathroom equipment, Lushine kitchen equipment, Luswell construction materials, Luscom electrical equipment, Lusdoor high-end doors, Luscoat paint and many other product lines.

Hoa Sen Home commits to selling products “Correct standards – Correct quality – Complete invoices – Guaranteed”. All products are quality controlled and guaranteed by Hoa Sen Group, ensuring prestige and reliability for consumers.

This model helps Hoa Sen Group diversify its revenue sources, reduce dependence on export markets, and promote domestic consumption - an important strategy in the context of a volatile global market.

Modern warehouse systems: A crucial link in the supply chain.

Along with the innovation of building the Hoa Sen Home supermarket chain, Hoa Sen Group is investing heavily in the logistics system. The Group has planned a system of 12 warehouses spread across three regions, with each warehouse area ranging from 20,000 - 30,000 m².

The highlight of this warehouse system is its development orientation towards a smart and automated warehouse model, aiming to: optimize goods management; minimize operating costs; and shorten transportation and distribution time to retail outlets nationwide. This is a strategic step that helps Hoa Sen enhance its supply capacity, especially in the context of increasingly stringent market demands for delivery speed and flexibility.

Vietnamese Family Home: Sustainable Development for the Community

“Vietnamese Family Home” is a reality TV show that continues the charity journey of the same name, which has helped more than 2,000 children in special circumstances in shelters, open houses, reform schools, SOS children's villages, etc. organized annually by Hoa Sen Group for more than 10 years.

Through the program, Hoa Sen Group has clearly demonstrated its role as a pioneer enterprise in social security activities, making practical contributions to the goal of sustainable development.

The "Vietnamese Family Shelter" charity program is receiving attention and affection from the community.

This is a long-term communication strategy aimed at building Hoa Sen's image as a brand that accompanies millions of Vietnamese families, creating a foundation of positive emotions, thereby enhancing customer engagement and trust in the brand.

The simultaneous investment in new products, a modern warehousing system, and a network of building materials and interior design supermarkets demonstrates Hoa Sen Group's long-term vision and well-planned strategy in this new phase. Not only is the Group consolidating its export position, but it is also increasingly dominating the domestic market with its professional retail model and high-quality products.

In particular, this initiative helps Hoa Sen respond effectively to market fluctuations, including changes in tariff policies of the United States and other export markets. This is a clear demonstration of Hoa Sen Group's flexible management capacity and outstanding adaptability in today's challenging business environment.

On May 30, 2025, President Donald Trump announced he would increase import tariffs on steel and aluminum from the current 25% to 50%. According to a post on the social media platform Truth Social following a campaign rally, the new tariffs will officially take effect on June 4, 2025 (US time). Prior to this, since March 2025, the US government had imposed a 25% tariff on most imported steel and aluminum products, based on Section 232 of the US National Security Act.

Regarding the impact of the new tax policy, Hoa Sen Group said that this measure will not affect its business activities in the near future. The reason is that since September 2024, the US Department of Commerce has initiated an anti-dumping and anti-subsidy investigation on galvanized, cold-galvanized and color-coated steel products exported from Vietnam. Due to the impact of the investigation and cautious sentiment from customers, the export of galvanized steel to the US market has been suspended since then.

Hoang Dan

Source: https://baophapluat.vn/tap-doan-hoa-sen-thuc-day-thi-truong-noi-dia-post550463.html