Three Trees Accelerates Global Strategy, Deeply Layouts Middle East Market

Recently, Hong Jie, Chairman and President of SKSHU Paint Co., Ltd., led a team to conduct an in-depth study of Saudi Arabia and the UAE, two core markets in the Middle East. By using high-level strategic guidance as an engine, they aim to accurately identify new opportunities in the Middle Eastern market and promote deep integration and symbiosis with the local market, thereby accelerating SKSHU's globalization strategy.

Saudi Arabia is the leading construction market in the Middle East and an important hub connecting the Gulf and radiating to Asia and Africa. Against the backdrop of the comprehensive promotion of the "Vision 2030," infrastructure construction in Saudi Arabia is booming, bringing unprecedented historical opportunities to the coatings industry. The UAE's Dubai, located at the crossroads of Asia, Europe, and Africa, creates a sustainable growth ecosystem for the building materials industry with its open business environment and mature logistics network. The coatings market has an annual compound growth rate of approximately 4.8%, with strong demand for high-end green building materials.

In recent years, SKSHU has positioned the Middle East region as a strategic point for its overseas expansion, accelerating its presence in overseas markets. During visits to Saudi Arabia and the UAE, Hong Jie engaged in high-level dialogues and exchanges with various government departments and institutions, including the Saudi Ministry of Investment, Ministry of Industry, Abu Dhabi Investment Authority, Dubai Department of Economy and Tourism, Abu Dhabi School of Government, Tasama Company, NEOM City, and Riyadh Expo Company. Additionally, he held discussions with leaders from the Chinese Embassy in the UAE and Huawei UAE. Furthermore, he conducted in-depth visits to local partners and supply chain companies, systematically researching channel operations and market demand, which laid a solid foundation for continuously optimizing localization strategies and deepening cooperation in the Middle East region.

Targeting the insights of the Middle Eastern market, Skshu Paint has strategically positioned itself with cutting-edge products such as high-weather-resistant stone-like coatings, premium green coatings, and radiative cooling coatings, creating a coating system solution to address high temperatures and strong UV exposure. The renowned Saudi developer, Roshn Group, has highly recognized the excellent performance of Skshu Paint's products and stated that its efficient insulation materials perfectly align with the region's green building upgrade demands. Senior officials from Riyadh Expo Company, a service platform closely related to Saudi Arabia's "Vision 2030" national strategy, expressed their anticipation of collaborating with Skshu Paint to promote the green development of the Saudi construction industry.

Product Breakthrough: Defining a New Green Paradigm in Architecture

The Sankeshu delegation visited several key building material channels and manufacturers, systematically analyzing local product positioning, color trends, and service models to lay the foundation for precisely customizing localized strategies. After comparing the performance of various products, Hong Jie further strengthened the core proposition of participating in high-end international competition with "Healthier Chinese Paint." This differentiated "Sankeshu Path" has been highly recognized by many leading local companies.

Facing the harsh environment of the Middle East and the demand for green transformation, Skshu's stone-like paint is highly compatible with the local market due to its excellent UV resistance and high temperature performance. The product's decorative effect rivals that of natural stone, while effectively reducing building load and comprehensive cost, providing reliable support for building energy efficiency. Thanks to its product advantages, the authoritative industry organization released the "2025 Global Coating Industry Single Champion Enterprise List," showing that Skshu's stone-like paint won the global sales championship and is considered to have significant promotional value in the Middle Eastern market.

Based on current market demand, Skshu Paint is optimizing the operation of Saudi Arabia's first brand showroom and plans to build a paint exhibition hall covering thousands of square meters in Riyadh's core building materials city. This is intended to create a radiating effect and continuously enhance the comprehensive influence of Chinese brands in the Middle East and globally.

Three Trees is focusing on "system solutions + verifiable full lifecycle costs" as its core competitive advantage, striving to create a benchmark region for the collaborative development of engineering and retail. During the inspection and exchange, Hong Jie emphasized that they will work together with local partners to build an efficient system that integrates localized supply chains, standardized services, specialized technology, and intelligent operations, systematically supporting the green and sustainable development of the Middle East region.

This Middle East visit marks a new stage of systematic and in-depth overseas strategy for SKSHU Paint Co., Ltd. Through its localization strategy, SKSHU is actively integrating into the urbanization process of the Middle East, gradually forming a three-dimensional development pattern covering both the large infrastructure market and the high-end brand stronghold. Looking ahead, SKSHU will continue to use "Healthier Chinese Paint" as a link to build a bridge for the green building materials industry connecting China and the world, working in collaboration with Chinese building materials companies to advance together and create value, contributing the green wisdom and innovative strength of Chinese coatings. (Coatings Industry)