Sansiri Partners with Chame to Surprise the Real Estate Industry! Announcing Two New Alliances in Real Estate – Health and Beauty, Transforming Marketing into a New Dimension with a focus on Unexpected Marketing to expand its customer base in the Mass Market, targeting the market through Health & Beauty Solutions.

Shaking up the industry with two major players! Thailand's leading real estate developer, “Sansiri,” breaks all conventional marketing molds by announcing a significant partnership with “Chame” (CHAME), a leader in health and beauty, preparing to spread its wings into the mass market nationwide. This collaboration aims to tap into new customer bases while enhancing the brand image to be more accessible and to further establish itself as a leader in residential development that prioritizes Well-Being. The concept of “Health & Beauty Solutions” addresses comprehensive health and beauty needs, believing it can reach the target audience of health-conscious millennials through Chame's strong marketing foundation and the quality potential of its product portfolio.

Arunporn Limsakul, Chief Marketing Officer of Sansiri Public Company Limited, stated, “With a vision of Speed-to-market and thinking outside the box, Sansiri is creating a new surprise for the real estate industry in a way that no one expected. We are moving forward with our latest partner, Chame - CHAME, a rapidly growing health and beauty business in the Mass and Premium mass markets. This marks a crossover between the real estate and health and beauty sectors to create a new dimension in real estate by bringing health and beauty products into the living experience, responding to the trend of health and well-being. We are targeting the mass market segment, addressing real demand through Chame's strong brand and marketing foundation, enhancing our company’s strategy this year under the motto “Made for Life…Made for Everyone” to become a brand that is accessible to everyone, creating a more tangible brand image and surprising marketing initiatives to enhance Sansiri's visibility and recognition among mass market customers, alongside our marketing campaigns.

Last year, Sansiri achieved sales in the Mass segment projects totaling over 8.7 billion baht and is committed to becoming a leader in the horizontal market within three years through strategies focused on developing quality residential projects that meet diverse needs, particularly in the large market segment with real demand (Mass Market) by developing projects under the brands Siri Place, Anasiri, and Saransiri, targeting real demand and first-time home buyers, as well as employing a Multi-Channel sales strategy across all channels, making it easy to buy and visit projects at the touch of a finger. With a mass market real estate sector that has an average annual demand of up to 250 billion baht, Sansiri sees opportunities to expand its customer base to capture a larger market share, aiming for a sales target of 15.9 billion baht and a transfer target of 15.4 billion baht by the end of this year. Sansiri plans to launch 12 horizontal projects in 2020, with a total value of 15.2 billion baht, including 6 single-family home projects worth a total of 8.6 billion baht, 6 townhome and mixed projects worth a total of 6.6 billion baht, and 1 mixed product project.

We are moving forward to capture the market with the Unexpected Marketing strategy, planning to create unprecedented surprises in Thailand through new collaborations and various marketing activities, both online, offline, and digital marketing, to deliver experiences in Beauty & Health Solutions. Additionally, research on mass market segment behavior shows that the business model of health and beauty brands is experiencing exponential growth every year, reflecting strong customer reach, supported by consumer behavior that increasingly values beauty, health, and skincare. The trend of health and beauty enthusiasts will become a new normal in the post-COVID era, as we foresee that people will return to caring for their health and self-care more than ever.

Currently, the Chame brand has over 7 million customers nationwide. Sansiri is preparing to plan and design new marketing strategies to create unprecedented surprises in Thailand through new experiences and marketing activities or campaigns aimed at health and beauty enthusiasts, expanding the market base to target new customers alongside Chame. The company aims to boost sales in the second quarter to reach the set target of 12 billion baht through new sales channels across all strong marketing channels, covering communication through Omni-Channel and all touchpoints. Chame will become a key marketing strategy that effectively reaches the health and beauty business, alongside Sansiri's marketing campaigns and promotions, including new privileges for the Sansiri family, which currently comprises over 100,000 families nationwide.

Recently, the collaboration began with the Knock Door Surprise activity under the Sansiri Care campaign #BecauseWeCare, distributing Chame moisturizing hand gel and hand spray, led by Cheer Thikhamphorn Riththaphinan, to surprise Sansiri homeowners and deliver care during a time when everyone is staying at home, starting at Siri Place, Anasiri, and The Base.

Moreover, Sansiri has offered special privileges to Chame customers with the On Top promotion, where booking a Sansiri project can receive discounts of up to 500,000 baht for single-family homes and townhomes across more than 50 projects, starting from 1.99 to 20 million baht*. For condominiums, enjoy free common fees for one year for all ready-to-move-in projects. Sansiri also launched a special campaign to make it easier for customers to own a home with the latest campaign “Sansiri Pays for You for Up to 24 Months”*, solving all problems and reducing burdens by covering both principal and interest for up to 24 months for single-family homes, townhomes, and ready-to-move-in condominiums from Sansiri, with 62 projects nationwide starting from just 990,000 baht, including free transfer fees and mortgage fees, along with promotions in every project.

Nanthani Chira Piradawat, CEO of Charming World International Co., Ltd., the manufacturer and distributor of health and beauty products under the Chame brand, stated, “This is a significant step for Chame, and we hope that this collaboration will strengthen and expand Chame's market base through interesting new marketing activities. Chame views health as a close concern, coupled with the lifestyle of people today who place more importance on this due to various environmental issues, making good health one of the things consumers desire. Chame has a distinct strength in the health and beauty supplement product group, and Sansiri is a well-known company in the real estate industry. Therefore, this partnership presents a great opportunity for marketing and creating new experiences to meet the needs of our target customer groups together.”

“We believe that this partnership marks a significant new dimension between the two business sectors moving forward in the same direction, and Chame's expertise will help meet our joint marketing needs, making Sansiri a more accessible brand and enhancing recognition among the mass market customer base, pushing Sansiri to become the number one in the horizontal market in 2020,” Arunporn concluded.