The global wood coatings and wood additives industry is experiencing a period of strong growth, and Vietnam has emerged as a bright spot with huge potential. This is the ideal time for businesses to review their strategies and seize the opportunity to become a distributor for prestigious brands such as Son Hong Kieu (SOHOKI) .
Overview of Wood Paint & Additives Industry
According to a report from Allied Market Research , the global wood coatings market was valued at USD 7.8 billion in 2018 and is expected to grow at a CAGR of 6.3% during 2020-2025 to reach USD 11.98 billion by 2025. This growth is driven by the relentless demand from the furniture, construction, and home appliances industries.
Leading regions: Asia-Pacific is currently accounting for the major share of the global wood coatings market, owing to the increase in disposable income and improvement in the quality of life in developing countries such as India and China.
Vietnam: A wood processing “powerhouse” with huge domestic potential
Vietnam is not only a major wooden furniture exporting country but the domestic market is also booming with impressive numbers:
- Export turnover: In 2024, Vietnam's wood and wood products export turnover reached 15.89 billion USD , and the target for 2025 is 18 billion USD 5. In the first quarter of 2025, the export value reached 3.95 billion USD , an increase of 11.6% over the same period in 2024.
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Domestic market: The revenue of the Vietnamese furniture market in 2024 is estimated to reach ~1.47 billion USD . Notably, the domestic high-end wooden furniture market is estimated to reach 2.5 billion USD/year , of which 80% of high-end goods must be imported. This shows a huge potential for domestically produced high-quality paint and additive products like Hong Kieu Paint.
- Domestic consumption trends: A survey by Metrix Lab (2024) shows that 72% of Vietnamese consumers are willing to pay more for green, environmentally friendly and sustainably designed products. This is a positive signal for safe paint products.
Key trends shaping the market
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“Green” paint (environmentally friendly): This is an inevitable trend. Paint lines with low or no VOC (Volatile Organic Compounds) content, no heavy metals, and using biological solvents or water are increasingly popular. 1. The growth rate of the green paint segment is expected to reach 10-12%/year , far exceeding the industry average.
- Legal pressure: Increasingly strict regulations, such as QCVN 16:2019/BXD in Vietnam on VOC control, are pushing businesses to switch to more environmentally friendly paint lines.
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Shifting global supply chains: Vietnam is benefiting from the wave of production shifting from China, especially in the context of US-China trade tensions, helping to boost the wood processing industry and domestic demand for paints and additives.
Son Hong Kieu (SOHOKI) - Trusted partner.
In the context of a market full of potential but also many fluctuations, Son Hong Kieu (SOHOKI) - a brand with a long history since the 1980s , emerged as a solid support for distributors.
SOHOKI's strengths:
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Diverse product portfolio: The company specializes in manufacturing and supplying a full range of solvents, wood paints (PU, NC, AC...), colorants, putty, primers, and specialized additives for the wood industry 310. In particular, SOHOKI is also the exclusive distributor of items such as epoxy glue, 502 glue, sandpaper and other accessories 3, creating a complete solution for customers.
- Commitment to quality and safety: SOHOKI products not only meet the need for quality but also aim for user safety and environmental friendliness, in line with the "green" trend of the market.
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Wide distribution system: With offices and business locations in Hanoi, Bac Ninh, Vinh Phuc, Nam Dinh , SOHOKI has built a certain network and is on the way to expansion.
Strategic Move
Cooperating with Son Hong Kieu during this period opens up many practical opportunities:
- Access to a billion-dollar market: You will be the bridge to bring essential paint and additive products to thousands of wood, furniture and construction factories that are growing strongly, especially when the domestic market is forecast to reach 5 billion USD .
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Stay ahead of the "green" trend: Distributing SOHOKI's eco-friendly product lines helps you attract a customer group that is increasingly concerned about health and sustainability (accounting for 72% of Vietnamese consumers).
- Benefit from support policies: As an agent, you can receive policies on pricing, discounts, communication support, and product training from an experienced unit like SOHOKI.
- Diversified business: SOHOKI's extensive product portfolio from paints to additives and woodworking tools allows you to cater to a wide range of customer needs, thereby maximizing revenue and profit per customer.
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Peace of mind with a long-standing brand: Sticking with a brand that has been around since the 1980s gives you peace of mind about stable supply, product quality, and market reputation.
SOHOKI products are highly appreciated by experts and users thanks to their outstanding advantages:
- Standard quality: Modern production formula, creating diverse paint lines, meeting all needs from house painting, construction to industrial painting.
- Outstanding durability: Good adhesion, anti-algae, anti-mold, anti-chalking and keeps color fresh for a long time.
- Safe for users: Friendly to health and environment.
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Reasonable price: Bringing perfect solutions in terms of quality and cost to the Vietnamese market.
Simple cooperation conditions & procedures
Son Hong Kieu creates maximum conditions for partners to cooperate in business easily and quickly.
- Conditions: Have a stable business location (shop, warehouse). Have a relationship with the construction and repair market or have development potential. Have a spirit of long-term cooperation and desire to develop business.
Don't miss out on a sustainable business opportunity in an industry that will never "go out of fashion". Hong Kieu Paint is actively recruiting agents and distributors nationwide. Fill out the registration form today to become our next partner!
