• Uniting the efforts of the team across 6 affiliated companies to continue the mission of 'Empower Living' aimed at becoming an organization ready to support everyone in society to fulfill their life goals as desired (Fulfill Life Purpose) through valuable and meaningful products and services.
  • Moving forward in the real estate business with 37 new projects worth 47,150 million baht, expanding the scope of creating a blueprint for living that covers the Bangkok area and extends to other regions across Thailand as the horizontal product continues to grow.
  • Ready to enhance the affiliated companies towards creating innovative services that cover all dimensions of life.
  • Aiming for total revenue in 2020 to reach 40,550 million baht after 2019 recorded total revenue (including 100% from joint venture projects) of 32,452 million baht.

AP Thailand Group is transforming its organizational strategy with the goal of 'EMPOWER LIVING' to become an organization ready to support everyone in society to fulfill their life goals as desired with valuable and meaningful products and services. It highlights 4 key strategies leading to success while intensifying work efforts that begin with the people within the organization before reflecting on the products and services that are ready to empower every dimension of life, aiming for total revenue in 2020 to reach 40,550 million baht.

In the real estate business, ready to empower quality life under the strategy 'Masterplan for Tomorrow' moving forward to expand the scope of creating a quality living blueprint that meets diverse needs. After the continuous growth of horizontal products, preparing to launch 37 new projects worth 47,150 million baht, aiming for sales from real estate development to reach 33,500 million baht while continuing to innovate services through affiliated companies SEAC (Southeast Asian Lifelong Learning Center), Claymore Co., Ltd. (CLAYMORE), and Vaari Co., Ltd. (VAARI) to cover the dimensions of lifelong learning, health and longevity, services supporting the aging society, and creating an ecosystem ready to support a good quality of life comprehensively.

Mr. Witakarn Chanthawimon, Deputy Managing Director of Corporate Strategy and Innovation at AP Thailand Group, stated, 'Given the challenges in the business world, including the role of technology disrupting various sectors, competitors from outside the industry (Unknown Unknown Competitors) ready to share the market with both capital and data that catch us off guard, increasing customer expectations, and various economic factors within the country. Therefore, amidst these challenges, the question is how we can ensure that the products or services developed can create a competitive advantage while leading the organization towards growth and simultaneously seeking new business opportunities.'

The company has thus intensified its organizational driving strategy under the mission EMPOWER LIVING, which is to operate in a way that supports everyone in society to fulfill their life goals as desired with valuable and meaningful products and services. This also serves as a compass for the employees of AP Thailand Group to see a clearer and unified work goal, driven through 4 key strategies that will serve as a roadmap to meet the aspirations or desires for living of customers in the near future as follows:

  1. AP THAILAND VALUES aims to create values that will be the essential DNA in shaping over 2,000 personnel within the 6 AP affiliated organizations to have behaviors ready to deliver innovative products and services that perfectly meet the diverse life goals of customers.
  2. MASTERPLAN FOR TOMORROW focuses on expanding the scope of creating a quality living blueprint to meet increasingly diverse needs.
  3. DESIGNING YOUR FUTURE aims to seek unmet needs of customers to create innovative products and services or new creative solutions that add value and enhance life today.
  4. POWER OF ECOSYSTEM focuses on creating an ecosystem that supports a good quality of life comprehensively.

For the real estate business, it will operate according to the roadmap MASTERPLAN FOR TOMORROW by expanding the scope of real estate project development to cover more areas while improving construction quality by transitioning the entire system to BIM processes, resulting in customers receiving quality real estate and effectively reducing defects that may impact future living.

This year will be the first time the company plans to expand the development of horizontal projects to various regions of the country after the company's horizontal projects have shown a continuously increasing growth rate, in addition to the main development plan in the Bangkok area. In 2020, the company is preparing to launch a total of 37 new projects worth 47,150 million baht, divided into 33 horizontal projects worth a total of 35,050 million baht and 4 condominium projects worth 12,100 million baht, aiming for sales from the real estate business to reach 33,500 million baht. The first project to be launched in the provinces is Nakhon Si Thammarat, expected to be ready for launch in the second half of the year, while studying customer behavior in other provinces to cover all regions.

'The expansion into provincial markets not only broadens AP's horizontal product market but also provides a great opportunity to study and learn about the new needs of Thai people in each region. The products to be developed include single houses, townhomes, and duplexes, with the house designs being tailored to meet the needs and behaviors of people in each area, following the concept of Dynamic Personalized Model - designing and developing projects that adapt the format and design concept according to the different living patterns of target groups in each location,' Mr. Witakarn added.

Additionally, the goal of EMPOWER LIVING will extend to creating innovative services through affiliated companies covering all dimensions of life, including LIFELONG LEARNING - developing the knowledge and skills of people throughout their lives. SEAC (Southeast Asian Lifelong Learning Center) will operate with 3 business models that promote and ignite learning and reskilling at every stage of life, from senior executives with the Executive Learning model, working individuals aged 20-40 with the YourNextU program, a new learning format that allows self-selection and unlimited repetition, and YourNextU Young, a new program for youth aged 10-17 to enhance their understanding of themselves, their surroundings, and adapt to various situations intelligently and happily. Furthermore, HEALTH & AGEING promotes healthy living and new services to support the aging society through Claymore Co., Ltd. (CLAYMORE) Innovation Lab, which will present new service innovations that impact the lives of people in today's and future society.

'Today, customers come with many expectations, including safety in life and property, a good environment, and a quality society, as well as systematic management. Therefore, the role of Vaari Co., Ltd. (VAARI) is to integrate modern technology with a deep understanding of customers. Thus, we have partnered with 'Amazon Web Services', the most comprehensive and widely used cloud service provider in the world, to launch the 'SMART WORLD' life management platform to empower the lives of residents, with a plan to create an ecosystem that supports a good quality of life as desired, including communication or services from the management entity, various privileges from partners, and enhancing the efficiency of Property Management companies, leading AP's Smart Service and Management Co., Ltd. towards becoming a fully Digital Property Management company,' Mr. Witakarn stated.

In summary, the operational plan for the real estate business in 2020 is that the company is preparing to launch a total of 37 new projects worth 47,150 million baht, divided into 33 horizontal projects worth a total of 35,050 million baht and 4 condominium projects worth 12,100 million baht, with plans to launch 19 projects in the first half of the year worth approximately 23,290 million baht, consisting of 17 horizontal projects worth 17,790 million baht. The target sales from the real estate business are 33,500 million baht. This year, the company has 4 completed condominium projects ready for delivery, including 2 joint venture projects: LIFE Ladprao worth 8,000 million baht, which will start transferring ownership from April onwards, and LIFE Asoke-Rama 9 worth 9,800 million baht, ready for transfer in the 3rd quarter of the year. Both projects have achieved a sales rate of 93%, along with 2 AP condominium projects: ASPIRE Sukhumvit-On Nut worth 1,600 million baht, starting transfers this February, and ASPIRE Asoke-Ratchada worth 2,900 million baht, starting transfers around the 3rd quarter of the year, with a total revenue target of 100% from joint venture projects at 40,550 million baht.

As of February 23, 2020, the company has a backlog of projects awaiting revenue recognition from joint ventures worth up to 51,987 million baht, including horizontal projects worth approximately 8,387 million baht, expected to be recognized entirely within this year, and condominiums worth 43,601 million baht (including AP condominiums worth 4,328 million baht, which will gradually be recognized this year at approximately 2,792 million baht, and joint venture projects worth 39,273 million baht, expected to be recognized this year at approximately 13,768 million baht, with the remainder to be recognized until 2023).

Regarding the performance in 2019, the company launched a total of 27 new projects worth 47,860 million baht, generating total sales of 32,857 million baht, with total revenue of 32,452 million baht (including 100% from joint ventures) and a net profit of 3,064 million baht.

AP Thailand Group, under the mission 'EMPOWER LIVING', fulfills every life goal with valuable and meaningful products and services.