Ananda Development Public Company Limited, or ANAN, a leader in urban residential development, reaffirms its position as the market leader in condominium development near BTS stations, confident in its past successes driven by the company's effective strategies that perfectly address urban living needs. With 20 years of experience and expertise under the concept of Urban Living Solutions, the company emphasizes stable and sustainable growth potential, backed by strong financials and solid support from its leading partner, Mitsui Fudosan. The business plan for 2019 aims for continuous growth with caution, moving forward to launch 10 new projects worth over 38 billion baht, focusing on locations near BTS that still have significant expansion potential.

Mr. Chanont Ruangkritya, CEO and Managing Director of Ananda Development Public Company Limited, stated that the company aims to maintain its leadership position in developing residential properties near BTS, driven by a vision that was first realized in Thailand. The organization is committed to continuous self-improvement and is prepared to adapt flexibly to various situations to drive the company towards strong and sustainable success. Based on past achievements, the company is confident that its ongoing strategies are correct, focusing on developing quality housing in high-potential locations near BTS to meet the needs of modern urban dwellers seeking convenience and comprehensive amenities. The company also prioritizes integrating technology and innovations into projects to enhance urban living quality at reasonable and accessible prices. Furthermore, the company emphasizes cautious business operations with careful financial planning, maintaining a cash flow of over 13 billion baht, which can be reinvested to strengthen the business continuously in the future.

In 2019, the company will continue its business with a strategy focused on developing condominiums near BTS, increasing caution. It continues to receive strong confidence and trust from its robust partner, Mitsui Fudosan, since their joint venture began in 2013, making the company the top player with the highest joint venture value in Thailand's real estate sector. Additionally, there are plans to diversify income channels by increasing the portfolio from recurring income businesses. Ananda sees opportunities for expansion and long-term investments in projects like serviced apartments in collaboration with global partner Ascott Limited, a leading luxury serviced residence operator with numerous awards. Currently, the company is developing five serviced apartment projects: Somerset Rama 9, Ascott Embassy Sathorn, Ascott Thonglor, LYF Sukhumvit 8, and the latest project at Central Pattaya Beach.

“Moreover, the company's cash flow remains strong, with a policy to maintain a high cash level of over 13 billion baht for the group and joint ventures. It also receives strong and continuous support from leading financial institutions and has various options for sourcing funds according to circumstances. Despite continuous growth, the company maintains strict financial discipline, keeping the net interest-bearing debt-to-equity ratio under the target of 1:1.”

In 2018, the company had five new joint venture projects worth a total of 23 billion baht, including Ideo Sathorn-Wongwian Yai, Ideo Ratchada-Sutthisan, Elio Sathorn-Wutthakat, Ideo Mobi Sukhumvit Eastpoint, and a condominium project in the Saphan Khwai area. It also co-developed four serviced apartment projects with Mitsui Fudosan, with a total investment value of 10 billion baht.

The company aims to increase joint venture projects with a total value exceeding 157.6 billion baht in 2019, up from 128 billion baht in 2018, allowing the company to maintain its position as the property developer with the highest joint venture project value in the country.

The company achieved a new sales record (new high) in overseas sales from new projects and previously launched projects, reaching 10 billion baht in 2018, a 4% increase from the previous year.

In 2018, the company exceeded expectations from its operational plan, achieving a record high transfer value of 33 billion baht, a 120% growth from the previous year, with the transfer value for foreign customers also reaching a record high of 6.3 billion baht, a 300% increase from the previous year. The backlog at the end of 2018 stood at 41 billion baht to support the company's transfer growth over the next three years. Typically, the company's condominium sales exceed 90% of stock sold within three years of project launch, consistent with trends over the past several years. Additionally, nearly 70% of the stock consists of condominium projects and horizontal projects currently under construction, expected to be sold to support and maintain business growth rates.

The company plans to launch 10 new projects in 2019, worth over 38 billion baht, a 42% increase from the previous year, including eight condominium projects, seven of which are joint ventures with Mitsui Fudosan, and two horizontal projects. The sales target is set to increase by 14% to 36 billion baht from 31.5 billion baht in the previous year, with a transfer growth target of 9% from the previous year, also at 36 billion baht. In 2019, the company expects to have 10 additional completed condominium projects ready for transfer, in addition to over 10 new projects completed and ready for transfer in 2018.

This year, the company has set its marketing strategy direction, focusing on three key areas:

1. Management strategies for structure and standards of each product brand to effectively meet the needs of each customer segment, addressing the lifestyle and preferences of residents with varying interests, tastes, and purchasing power, covering from premium projects to value-for-money projects. Ashton (Accessible Luxury Condominium) is Ananda's top-tier brand designed to meet the aesthetic needs of living, paying attention to every detail in prime locations in Bangkok. IDEO Q (Premium Condominium) stands out with its unique design in the city center for target groups seeking residences that reflect success and progress in life. IDEO MOBI (Innovative Condominium) focuses on utilizing innovations in design for more efficient living functions. IDEO (Mass Transit Condominium) is developed for convenient living in areas near BTS, allowing residents to live fully in every aspect of Live-Work-Play. Elio (Value Condominium) offers affordable condos with outstanding common areas, suitable for young people starting their lives. Similarly, the Housing Brand Portfolios have established a foundation to meet customer needs from premium to value-for-money projects under the brands Artale (luxury single houses in the city center), Airi (modern single houses in a minimalist style), Arden (distinctively designed townhomes in urban locations), and Atoll (single houses for modern families) to best address Urban Living Solutions.

2. Driving the organization and marketing strategies through a fully digital approach, connecting products to customer needs effectively while providing a good experience across various channels, especially digital channels that can closely reach customers, and elevating digital marketing to the next level in collaboration with leading partners.

3. The strategy for launching new projects this year will focus on middle to premium customer segments under the brands IDEO, IDEO Q, and Ashton. The company is confident that the projects launched this year will receive a positive response as always, including the highest project value ever developed by Ananda.

Highlight projects this year include IDEO Q Phaholyothin-Saphan Khwai, located adjacent to the BTS Saphan Khwai station (0 meters) on approximately 5 rai of land, with a total of 1,114 residential units valued at around 10 billion baht, divided into three buildings: Building A with 396 units, Building B with 287 units, and Building C with 431 units, along with five retail shops. The project's highlight is its proximity to the BTS Saphan Khwai station, developed under the concept of Urban - Human - Nature (City - People - Nature). Urban refers to the 0-meter connection from the BTS Saphan Khwai station. Human emphasizes the project's focus on residents' health by providing amenities, project appearance, and community that prioritize residents' well-being. Nature integrates natural elements into the building's design. The project will open for presales in mid-year, along with a serviced apartment project at Central Pattaya Beach on approximately 4 rai of land, featuring 324 rooms and a project value of nearly 2 billion baht.

Thank you for the information from www.ananda.co.th