Pruksa, the leading company in the real estate sector, has reported its performance for the year 2018, achieving a record high sales figure of 51,101 million baht, the highest in 25 years. The company generated revenue of 44,901 million baht and a profit of 6,022 million baht. Pruksa is set to continue its strategy to maintain its number one leadership position with a strong portfolio and innovative technology through INNO-TECH to meet customer needs, along with the launch of The Living Application, which consolidates all home-related matters into a single app, while also focusing on excellent quality and efficient cost management.

          Ms. Supattra Paepiemsub, Deputy CEO of Pruksa Holding Public Company Limited, stated, “The performance in 2018 was outstanding, with sales reaching 51,101 million baht, marking the highest sales in 25 years since Pruksa's establishment, representing a growth of 7.5% from 2017, which had total sales of 47,535 million baht. Revenue was 44,901 million baht, growing 2.2% from 2017's 43,935 million baht, and net profit was 6,022 million baht, an increase of 10.4% from 2017's 5,456 million baht.

          In terms of the overall real estate market in 2019 in Bangkok and its vicinity, amidst intense competition, it is expected to grow slightly by about 5%. This year, the company aims for sales of 54,000 million baht, a growth of 5.7%, with a revenue target of 47,000 million baht, growing 4.7%. This will be driven by the launch of 55 new projects valued at 68,100 million baht. Additionally, the company has a backlog of sales awaiting recognition at the end of 2018 amounting to 33,233 million baht, the highest ever, with expected revenue recognition in 2019 at 21,638 million baht.

          For the main strategic plan in 2019, the company focuses on maintaining its number one leadership position by adjusting the portfolio of townhouse businesses to expand its customer base to the upper-middle class and launching new projects in potential provinces such as Khon Kaen, Rayong, Saraburi, and Nakhon Pathom, while retaining its existing customer base in the value market. This year, several highlight projects will be launched, including single-house projects targeting the upper market under the brand The Palm, as well as reviving the IVY brand to develop condominiums aimed at the high-end customer segment. The company is also entering the premium market with the introduction of the new brand “Chapter,” targeting customers in the price range of 5 to 10 million baht, covering all target groups.

          Pruksa continues to build on its success by driving the organization through Digital Transformation, advancing with INNO-TECH innovations to enhance the quality of life for Thai people. The company aims to meet customer needs effectively by integrating digital technology into every work process from start to finish, beginning with analyzing customer behavior and lifestyle using Big Data to develop various aspects such as Product and Innovation Design for housing to create differentiation and better align with lifestyle demands. Marketing strategies will specifically target customer segments throughout every Customer Journey, including service development through technology innovations to provide convenience for residents in a comprehensive living experience with The Living Application, which consolidates all home-related matters into a single app, from searching for homes, news, and promotions to home inspections and moving in, including down payment payments, Smart Home systems (controlling home appliances via mobile), Smart Facilities (booking common areas), and Mail & Parcel notifications for receiving mail or packages. The application also provides exclusive benefits for Pruksa Members and various services from smart assistants, such as cleaning, air conditioning maintenance, and parcel delivery. Pruksa customers can download the app from Play Store and App Store today.

          In addition to the aforementioned strategic plans, quality remains a key focus for Pruksa, along with efficient cost management. All of these plans are aimed at strengthening the company further,” Ms. Supattra concluded.

 

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