As the construction and building materials industry bids farewell to incremental expansion and enters a period of deep adjustment in stock cultivation and value reconstruction, Dongfang Yuhong’s mortar powder business bucked the trend and achieved leapfrog growth.
Data show that this business has developed rapidly with a growth rate of more than 30 times in five years. In 2025, the total production and sales will exceed 12 million tons, and the cumulative production and sales will exceed 30 million tons. With a revenue ratio of 14.71% (according to the 2025 semi-annual report), it ranks firmly as the second largest business segment of the group.
This not only provides core support for Oriental Yuhong’s transformation from waterproof faucets to a building materials system service provider, but also reshapes the competitive landscape of the mortar powder industry with its full industry chain layout, integrated operations and technological innovation advantages.
The rise of Dongfang Yuhong’s sand powder business stems from the strategic determination and forward-looking layout of ten years of hard work.
As early as 2010, Oriental Yuhong founded the “Hua Sha” brand and launched technology incubation with the goal of “China’s No. 1 mortar brand”.
In the wave of the industry generally pursuing short-term scale expansion, Oriental Yuhong has focused on polishing its technology and technology, exploring multiple application scenarios, and completing the entire chain of technology reserves from laboratory research and development to market implementation.
In 2017, in response to industry pain points such as the shortage of sand and gravel market resources and fluctuations in raw material prices, Oriental Yuhong took the lead in the upstream sand mining field, taking a key step in the construction of the entire industry chain; in 2021, the sand powder business was upgraded to a first-level sub-group of the group, officially entering the stage of large-scale expansion; in 2025, Oriental Yuhong established the coating sand powder technology group and launched an integrated solution of “wall substrate + decorative layer” to achieve an iterative upgrade of the business ecosystem.
As the homogenization competition in the industry intensifies, Dongfang Yuhong’s closed-loop advantage of the entire industry chain of “mining mining – fine sand and powder production – mortar manufacturing” has become increasingly prominent.
As of 2025, the number of the group’s own mines has increased from 1 to 4, and a natural material supply system covering marble, calcite, dolomite, silica sand and other categories has been established. It not only provides stable raw material guarantee for tens of millions of tons of production capacity, but also extends application scenarios to industrial fields such as papermaking, steel, and automobile manufacturing, opening up space for cross-border growth.
Relying on the nearly 70 production, R&D and logistics bases deployed by Oriental Yuhong around the world, the sand powder business has realized the integrated operation of “research, production, supply, marketing and services”.
This “whole industry chain + digitalization” collaborative model enables Oriental Yuhong to form differentiated competitive advantages in cost control, delivery efficiency and quality stability, and builds industry barriers that are difficult for competitors to overcome.
Faced with market changes in the era of real estate stock, Dongfang Yuhong’s sand powder business’s integrated business model of “sales, technology, supply, production and services” has opened up full-chain services from the demand side to the end market, and successfully captured structural opportunities such as urban renewal, rural construction upgrading, and home decoration and renovation.
In the field of urban renewal, its products are widely used in projects such as the renovation of old communities and the rejuvenation of urban villages. In 2024, the number of orders for old renovation projects has surged year-on-year; in the rural market, relying on localized supply capabilities and full-category layout, it accurately meets the quality needs of “living in good housing” in rural areas and quickly penetrates the county and township markets; in the field of home decoration, through the resource support of 200,000 + foremen on the “Huasha Good Master” platform, stable repurchase of C-end business has been achieved.
In addition, with its excellent product quality and service capabilities, Oriental Yuhong has successfully participated in the construction of many important projects such as the Hong Kong-Zhuhai-Macao Bridge, Beijing Daxing International Airport, Beijing Universal Studios, and Shanghai International Financial Center, setting an industry benchmark in the field of high-end engineering.
The high-quality development of the sand and powder business is inseparable from the continuous empowerment of technological innovation.
Relying on the group’s top R&D team, Dongfang Yuhong’s sand powder business has built a full-category product matrix covering special mortars, construction powders, grouting materials, high-quality sand and their products, and launched ten core product systems, from basic building materials to intelligent supporting equipment, from functional base materials to high-end finishes, to fully meet the diverse needs of the architectural decoration and engineering fields.
Among them, Huasha L411 lightweight tile adhesive relies on the scientific grading of modified aggregates to achieve consumption reduction throughout the life cycle and won the “2025 Outstanding Green Innovation Product Award”; the anti-crack mortar and waterproof mortar suitable for old renovation projects accurately solve the high-demand pain points of base treatment; the worry-free floor series equipped with robot construction conforms to the development trend of construction industrialization.
So far, Oriental Yuhong’s technological strength has been recognized by global authoritative organizations, and has been awarded honors such as “2025 New Quality Productivity Leading Enterprise” and “2025 Outstanding Green and Low-Carbon Practice Award”.
From tens of millions of tons of production capacity to ecological-level value leadership, the development trajectory of Dongfang Yuhong’s sand powder business is not only an industry legend of growth against the trend, but also a vivid practice of the company’s ecological philosophy of “value symbiosis, benefit sharing, and shared responsibility”.
In the future, with the popularization of green building materials, the deepening of digital production and the continuous development of the existing market, Dongfang Yuhong’s sand powder business will continue to play a strategic fulcrum role, drive product upgrades with technological innovation, empower industry transformation with full-chain advantages, help the group leverage a broader system building materials market, and inject lasting momentum into the high-quality development of the construction industry.
