Mr. Natthapong Khunakaravong, CEO of SC Asset Corporation Public Company Limited, as a Living Solutions Provider, revealed the company's direction for 2020 to cope with the fluctuating and uncertain economic situation with a ‘Resilient’ approach for sustainability, while adapting and seeking opportunities for a new S-curve for long-term growth. This will be driven by two main focuses: ‘Resilient Portfolio’ and ‘Resilient People’.

1. For Sale: Focus on Horizontal Developments

Following the growth of single-family homes across all price levels in 2019, SC achieved the number one market share in luxury homes priced between 20-50 million baht and ranked third in single-family homes across all price levels. Therefore, there are plans to increase the growth of horizontal developments by raising the proportion of homes priced below 10 million baht from 40% to 50% over the next three years.

With the strength of developing products across all segments and addressing human-centric needs, SC has also designed new prototypes to enhance diversity, aiming to create homes for everyone (Homes for All). Importantly, maintaining high-quality standards helps build customer confidence in our brand.

2. For Rent: Enhancing Recurring Income Portfolio to Increase Net Profit Share by Over 20% in the Future

A new company named SC Expedition has been established, with Mr. Yiam Setthabut as Managing Director, to develop the mid-to-upscale hotel business catering to both international and domestic tourists, particularly the FIT (Free Individual Travelers) segment that enjoys independent travel and is currently growing.

There is a goal to open a total of 1,000 keys between 2020 and 2023, comprising five locations in Bangkok and tourist cities like Pattaya, with the first hotel opening in Ratchawat, and three more locations including Ratchadapisek, Sukhumvit, and Vibhavadi.

Additionally, SC has partnered with IDEO Tokyo, a global design consultancy, to develop concepts using Design Thinking to meet the needs of travelers in a unique SC style, with ‘Micro Stay’ as a signature service, offering different solutions at each hotel.

Regarding the progress of SC Alpha Inc., which invests in real estate in the United States, Mr. Apisit Limlomwong is the Managing Director. Given the market potential for apartments in Boston, a purchase and management agreement has been signed for buildings at 244 Hanover Street & 20 Parmenter Street in Boston, Massachusetts, valued at 24.5 million USD.

3. Seeking a New S-Curve from Living Solutions

We are looking for opportunities and a new S-curve through platform development, having launched RueJai Club to take care of customers, which embodies the modern world’s approach of using technology to deliver solutions to every home, managing life-related issues.

This includes one-time or monthly service packages to facilitate everything related to home maintenance, such as cleaning, gardening, air conditioning servicing, etc., along with additional solutions like water delivery, gas supply, haircuts, laundry, insurance, electrical appliances, and many more services to be partnered with leading companies in the future.

‘Resilient People’: Valuing Personnel as the Heart of Organizational Success

The company has adopted an organizational culture called #SKYDIVE, based on four core values: care, courage, collaboration, and continuous improvement, which together create a perfect blend that encourages innovative thinking and effective action to support the organization’s drive to be a Living Solutions Provider.

Mr. Natthapong stated, “In 2020, SC aims for revenue of 17.8 billion baht and sales of 18 billion baht, with growth coming from 64 projects worth over 58.3 billion baht, including 51 ongoing projects valued at 42.3 billion baht and the opening of 13 new projects worth 16 billion baht, which include:

12 new horizontal projects valued at 12.5 billion baht, including single-family homes, duplexes, and new series townhomes across all price levels starting from 2-50 million baht in locations such as Vibhavadi, Rama 5, Chaeng Watthana, Rama 9, Pattanakarn, and Bangna-On Nut, with the first project, V Compound Tiwanon-Rangsit, set to open in March.

For high-rise developments, The Crest Park Residences, a luxury condominium developed by SC NNR1 Co., Ltd., a joint venture between SC and Nishitetsu Group, a major leader in the Kyushu region of Japan, will be located in the prime area of Lat Phrao Intersection, just 75 meters from MRT Phaholyothin, covering approximately 2 rai with 429 units, valued at 3.5 billion baht, scheduled to launch in Q2/2020 at an average price of over 200,000-250,000 baht per square meter.”

Mr. Natthapong concluded, “In every crisis filled with chaos, we will use resilience for sustainability. We will think like winners, looking for opportunities in every crisis, with a flexible portfolio, high-quality products and services, and the right organizational culture to guide SC through this challenging year.”