SUMEC-ITC Deepens Presence in Middle East: BIG5 Dubai Exhibition Highlights Corporate Strength

On November 27th, the 2025 Big 5 Construct Middle East concluded successfully at the Dubai World Trade Centre. The Export Division team of SUMEC-ITC showcased customized products including plywood, MDF (Medium-Density Fiberboard), wall panels, wall stickers, and PVC flooring at the exhibition. By virtue of precise adaptation to the Middle East’s climatic conditions and engineering requirements, the team became a focal point at the event, laying a solid foundation for expanding cooperation in the Middle Eastern market.

Currently, Dubai and the broader Middle East region are in a critical phase of infrastructure upgrading and economic transformation. Saudi Arabia’s infrastructure boom has fully opened up development space for the regional building materials market. Demand for building materials in the Middle East has demonstrated a diversified and high-end trend: various commercial complexes and smart city projects continue to drive consumption of high-end building materials; the region’s demographic feature of a large young population has spawned substantial rigid demand for residential housing; and building materials with energy-saving and environmental protection properties are more competitive in the market. However, the local manufacturing capacity and technological level are limited, making it difficult to meet the growing demand for high-end building materials. The market has long relied on imports, creating favorable conditions for foreign enterprises to enter the Middle Eastern market. Chinese building materials have established a firm foothold in the local market due to their significant cost advantages and efficient delivery capabilities. Currently, the combined effect of the explosive market demand and the local supply gap constitutes a crucial window of opportunity for expanding cooperation. In the future, it will be necessary to continuously leverage core advantages to deeply align with the diversified needs of the local market.

At the exhibition, the sales team received numerous professional purchasers from across the Middle East, including large-scale engineering contractors involved in projects such as Dubai Future City and Riyadh Smart City. During exchanges, the team discovered that while the Middle Eastern market has strong demand, it also faces prominent pain points: the region’s high summer temperatures and frequent sandstorms impose stringent requirements on the weather resistance of building materials, with traditional materials prone to fading and deformation; although some European and American brands occupy the high-end market, their high prices and long delivery cycles make it difficult to match the “fast-paced” construction needs of Middle Eastern projects. Some purchasers clearly stated that ordinary coatings used previously required renovation in less than six months under sand erosion, while key projects have requirements for building materials’ energy efficiency coefficients and fire resistance ratings that exceed international standards.

Addressing these market pain points, the sales team demonstrated tailored solutions on-site: taking into account the short construction cycles of Middle Eastern projects, the team can effectively ensure the full-process delivery of core products from production to Dubai ports by relying on China’s well-established supply chain system. These precisely adapted products and services led to multiple intentional cooperation agreements on the spot, achieving remarkable cooperative results.
Looking ahead, SUMEC-ITC will deepen the refined layout of the Middle Eastern market. Focusing on core cities such as Dubai, Abu Dhabi, and Riyadh, the company will customize product and service portfolios for diverse scenarios including commercial real estate and smart cities. Meanwhile, addressing the demand differences across various regions in the Middle East, it will launch more targeted solutions to accurately respond to the increasingly diversified needs of the Middle Eastern market and seize development opportunities in this “world construction site.”