Ananda Development Public Company Limited or ANAN, a leader in urban residential development and the top market player in condominium projects near BTS stations, has announced a proactive shift in strategy to align with current circumstances. The new strategy, THE GAME CHANGER, is fully integrated across all platforms to meet the changing lifestyle needs of consumers. This presents the best opportunity for customers, alongside special promotions to boost sales through the MOVE NOW campaign, featuring 32 ready-to-move-in projects near BTS stations with exceptional offers, such as up to 2 years of free living and discounts of up to 3 million baht, available through the online sales channel Ananda iStore from today until May 15, 2020. The demand for condominiums near BTS stations remains strong.

Mr. Chanont Ruangkritya, CEO and Managing Director of Ananda Development Public Company Limited, stated that the COVID-19 pandemic has created a rapidly evolving market phenomenon, significantly impacting consumer behavior in unpredictable ways. However, every crisis presents opportunities for learning. The company has continuously pioneered and developed technology-driven services for urban living. Today, the COVID-19 crisis has accelerated the arrival of the future, as everything will change permanently in both business operations and lifestyles post-pandemic.

Ananda has been preparing to address this crisis by adjusting its business strategy. THE GAME CHANGER is the main strategic plan developed to align with and respond to current situations, aiming to meet the needs of consumers whose lifestyles have changed, requiring convenient and accessible services that fulfill all needs across all channels and formats (CONVENIENCE). Importantly, it focuses on value that aligns with usage and demand (BEST DEAL). The principles of the THE GAME CHANGER strategy consist of three key pillars:

1. ANANDA iSTORE: An online sales model across three channels that caters to customers wanting to purchase residences online, including homes and condominiums near BTS stations, available 24/7. This strategy creates a new platform that truly meets customer needs through an easy-to-use ONLINE CHANNEL, providing project information, special offers, and secure payment options, along with close service available 24/7 through three main channels:
1.1 ANANDA ONLINE BOOKING
1.2 FACEBOOK ANANDA DEVELOPMENT
1.3 LINE OA “CHAT & SHOP”

2. CEO GO LIVE: This initiative builds trust and confidence, which is crucial at this time, demonstrating sincerity to customers from the moment they book until they move in. It emphasizes delivering the best to customers without neglecting them. Customers will receive genuine care from the company continuously. CEO GO LIVE presents a new format where the CEO engages closely with residents, customers, and Ananda fans, ensuring that actions are tangible. The CEO will collaborate with a necessary Youtuber online, along with a close friend who acts as the CEO's AVATAR, affectionately named “MR. SPACEMAN,” who will lead fun activities with the CEO, whether in Ananda's working style or generating positive energy and ideas regarding various situations beneficial to urban dwellers, alongside enjoyable challenges with KOLs, celebrities, and community members.

3. REAL – TERTAINMENT (REAL ESTATE + ENTERTAINMENT): Traditional selling methods can no longer meet customer needs. The company has developed the capabilities of everyone in the organization to be able to “sell effectively” to meet customer demands immediately. It lays the foundation for DIGITAL SALES for everyone in the organization to become professional online salespeople, expanding from on-ground to online sales, focusing on innovative, digestible, accessible, and understandable sales methods, delivering both informative and creative content across all social and digital platforms online, such as ZOOM, LINE, TIK TOK, etc. Mr. Ponganan Sukkasem, Assistant Managing Director of Marketing at Ananda Development Public Company Limited, stated that this period presents the best opportunity for customers who are ready and able to spend and seek housing, given government measures and low-interest rates conducive to real estate purchases, alongside numerous special promotions and discounts from most operators.

Recently, Ananda launched the MOVE NOW campaign, understanding the needs of customers wanting to purchase housing at this time without leaving their homes, while meeting the high demand in the market. With Ananda iStore, the online sales channel allows easy and convenient purchasing of Ananda projects 24/7 through three channels, along with the Ananda MOVE NOW! campaign featuring 32 ready-to-move-in projects, including condominiums near BTS stations, single houses, and townhouses, all with special deals* under the brands of condominiums such as “Ashton,” “Ideo Q,” “Ideo Mobi,” “Ideo,” “Elio,” “Unio,” single houses, and townhouses “Artel,” “Ari,” “Atoll,” “Unio Town,” and “Urbanio,” with prices starting from 1.29 – 39.9* and special promotions from each project, such as up to 2 years of free living, discounts of up to 3 million baht, and waived transfer fees and common area fees for up to 2 years (conditions apply as specified by the company) from today until May 15, 2020.

Additionally, to enhance confidence in the quality of units, a 1-year warranty for units is added for the IDEO and IDEO MOBI projects participating in the program. “However, this situation presents a good opportunity to adapt and adjust various strategies to guide the business out of crisis if future crises arise, while promoting online working systems for all parties, transitioning to a work-from-home system to ensure uninterrupted operations, and enhancing the effectiveness of online sales channels. We believe that the demand for condominiums near BTS stations will continue, as evidenced by the positive responses from customers purchasing the Ideo Q Victory and Elio Del Nest projects, who are continuously checking in and transferring ownership,” concluded Mr. Chanont.