The history of the steel industry has only spanned over 50 years, with the period from 2010 to 2020 being considered the most impactful and transformative era for the galvanized aluminum-zinc steel group, marked by the rise of Pomina Steel as a prominent player.
Following the "dusk" of the global financial crisis in 2008, the Vietnamese economy experienced significant fluctuations until 2011, with inflation soaring to 18 - 20%, and the real estate market freezing. This backdrop posed considerable challenges for the steel industry in general, and the galvanized steel sector in particular, with steel production reaching 1.5 million tons but with extremely low consumption demand. However, this served as a driving force for galvanized steel companies to innovate and restructure the industry.
From 2012 to early 2016, the emphasis was on quantity rather than quality growth. Companies focused on expanding production scale, reducing costs, and accelerating consumption to quickly dominate the market. By 2016, the top 5 companies in the industry appeared on the market, accounting for 77% of the total industry output.
However, during this time, some companies went against the trend, instead of focusing on expanding scale, they began to prioritize improving product quality through moderate scale and investing in advanced production technology from Europe or Japan, exemplified by Pomina Steel.
Furthermore, since 2016, the market has begun to shift towards emphasizing product quality, leading companies to gradually relinquish market share to companies following a strategy of enhancing product quality.
Prominent among the companies choosing the "quality" path, Pomina Steel is one of the new names that has attracted attention from the market. Established in 2017 and launched in 2019, the company has made significant achievements in just over 2 years since its entry into the market.
Pomina Steel pioneered the renewal of product packaging in the market. With the criterion "good wood requires good painting," the company designed its own colored steel packaging with the brand logo printed to wrap around the finished steel rolls. This creativity helped Pomina Steel minimize environmental damage by eliminating plastic packaging. Additionally, Pomina Steel's rolls stand out more prominently than other steel products in rolling mills, enhancing brand recognition. Furthermore, it has forced many other brands to gradually adapt to the new market standards.
Especially, just two months after its market launch, Pomina Steel officially exported over 40% of its total production overseas. Starting from September 2019, the first batch was exported to Mexico, and by November 2019, the next batch was shipped to the United States. Currently, Pomina Steel is present in all 63 provinces and cities nationwide and distributes its products to countries such as Mexico, the United States, Canada, Malaysia, Sri Lanka, Laos, etc.
In May 2021, the company successfully signed a contract to export a batch of cold galvanized steel meeting EN 13046 standards to Belgium, one of the markets with stringent requirements for construction material standards. This marks a significant step in expanding the market to Europe and elevating the Vietnamese brand name internationally.
To achieve these accomplishments, Pomina Steel boldly invested in state-of-the-art technology and production lines from Tenova Group, Italy - one of the world's leading reputable units. This investment is combined with rigorous production processes from input to finished products, with steel inspection conducted using machinery directly imported from Germany, Italy, and Japan.
To optimize product quality, Pomina Flat Steel focuses on selecting reputable steel suppliers such as Nippon Steel (Japan), Chung Hung (Taiwan), Posco (South Korea), and major paint manufacturers like AkzoNobel (Netherlands).
As a result, Pomina's steel products are consistently evaluated by customers as belonging to the high-end segment, comparable to many foreign brands from Japan or Australia. Pomina Steel's advantages include excellent thermal insulation, high corrosion resistance, along with quality assurance commitments and transparent warranty policies. Among them, the Solar AZ100 and ShieldViet AZ150 series are two cold galvanized steel models with superior durability, excellent oxidation resistance in environments with high humidity, alkalinity, acidity, or salt concentration, such as rivers, lakes, and coastal areas.
It can be said that despite being established during the restructuring phase of the Vietnamese galvanized steel industry, Pomina Flat Steel is one of the companies that have made their mark in the market, evidenced by their individual successes. They contribute to elevating Vietnamese products step by step to compete with international powerhouses.
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