• Sales target for 2018 set at 33.5 billion baht, total revenue of 28.1 billion baht
  • Continuing success with Mitsubishi Estate Group by creating differentiation through product designs that meet specific needs and focusing on developing digital innovations for better quality of life

           Bangkok (February 6, 2018) – AP (Thailand) Public Company Limited, a leader in real estate development in Thailand, expresses its vision of "confidence in the continuous growth of the Thai real estate market" as AP is ready to embrace market trends. The sales target is set at 33.5 billion baht, with total revenue for 2018 aimed at 28.1 billion baht, by aggressively launching 34 new projects worth over 49 billion baht, consisting of 4 condominium projects valued at 19 billion baht and 30 horizontal projects worth 30 billion baht, through 5 strategies for success: 1) Continuing success with Mitsubishi Estate Group 2) Launching Super Luxury products 3) Expanding the horizontal product market with designs that meet specific needs 4) Expanding the international market portfolio 5) Developing digital innovations for better quality of life. After last year (2017), achieving total sales of over 42.9 billion baht, exceeding the original sales target of 26 billion baht for 2017, representing a growth of 92% compared to the sales of 22.365 billion baht in 2016.

           Mr. Anupong Asavapokin CEO of AP (Thailand) Public Company Limited stated, For the operational direction in 2018, the company continues to aim for the major goal of leading AP to become one of the top three real estate developers in Thailand, under the important mission of delivering quality living across all dimensions. This includes innovating new designs for the Thai real estate industry and planning to establish a special unit to seek, invent, and develop innovations that enhance and elevate living experiences in real estate to new lifestyles with quality, convenience, and safety, truly accessing the meaning of quality of life that customers genuinely desire and making it more sustainable. The plan includes launching a total of 34 new projects worth 49 billion baht, divided into 4 condominium projects valued at 19 billion baht and 30 horizontal projects worth 30 billion baht, with a sales target of 33.5 billion baht and total revenue for 2018 set at 28.1 billion baht through operational plans in 5 dimensions towards success: 1) Continuing success with Mitsubishi Estate Group 2) Launching Super Luxury products 3) Expanding the horizontal product market with designs that meet specific needs 4) Expanding the international market portfolio 5) Developing digital innovations for better quality of life.

The operational plan of AP (Thailand) Public Company Limited for 2018 consists of:

  1. Continuing success with Mitsubishi Estate Group by advancing cooperation for the fifth year with Mitsubishi Estate Group, with plans to continuously develop mid-to-high-end condominiums. The company has already signed joint venture contracts for 4 new condominium projects worth approximately 23 billion baht. In March, the company will be ready to launch the first joint venture condominium project, LIFE Sukhumvit 62, currently, AP and Mitsubishi Estate Group have a total of 15 jointly developed condominium projects worth up to 73 billion baht.
  2. Launching Super Luxury products with consumer-favorite brands This year's highlight is the reintroduction of AP's highly successful Super Luxury brand, such as THE ADDRESS condominiums and THE PALAZZO luxury mansions, to meet the demand of high-end customers looking for premium residences in prime locations, expected to launch in the second half of the year.
  3. Expanding the horizontal product market with designs that meet specific needs (MASS CUSTOMIZED DESIGN) This year, the AP Design Lab team is committed to creating differentiation in design and functionality within homes to meet increasingly specific demands. Currently, AP has developed over 70 house designs across single-family home and townhouse projects in various locations, and in 2018, AP is ready to launch many new house designs through plans to introduce 30 new horizontal projects worth approximately 30 billion baht, including 17 townhouse projects worth 15.3 billion baht and 13 single-family home projects worth 14.7 billion baht, with the key goal being that AP's single-family homes and townhouses must be the best choice for urban families (THE ULTIMATE CHOICE FOR URBAN FAMILY).
  4. Managing the international market portfolio through the assignment to AP Bangkok City Smart Co., Ltd. (BC), which operates as a real estate agency covering services for selling and renting, to officially manage the sales of AP condominiums in international markets. After last year, BC achieved remarkable performance, becoming one of the top brokers with property sales worth up to 10 billion baht.
  5. Developing digital innovations for better quality of life aiming to create a better quality of life through integrating technology into the design of living spaces. Last year, AP collaborated with partners to present various innovations that facilitate living, such as the AP Smart Pod smart locker that meets the needs of online shopping behavior in the current era, allowing residents in condominiums to receive packages 24/7. Additionally, IoT technology is being integrated into all living spaces. In 2018, AP plans to establish a special unit to seek, invent, and develop innovations that enhance and elevate living experiences in real estate to new lifestyles, fully equipped with quality, convenience, and safety, truly accessing the meaning of quality of life that customers genuinely desire and making it more sustainable.

           "With a quality team, quality housing products, and quality partners under the same passion to create quality housing innovations, I believe that AP Thailand will be able to create differentiation and confidence for consumers and remain one of the top three leaders in real estate development in Thailand, presenting innovations and technologies for future living through continuous research and development, keeping pace with the future world to develop Thai condominiums effectively," Mr. Anupong concluded.

           In summary, for the project development plan in 2018, the company is preparing to launch a total of 34 new projects worth approximately 49 billion baht, divided into 4 condominium projects valued at 19 billion baht and 30 horizontal projects worth 30 billion baht. The sales target is set at 33.5 billion baht, and the total revenue for 2018 is aimed at 28.1 billion baht. In the first half of the year, the company plans to launch 12 new projects worth 14.9 billion baht, including 10 horizontal projects comprising 2 single-family home projects and 8 townhouse projects worth approximately 9.9 billion baht, and 2 new condominiums: Aspire Sathorn-Ratchaphruek, a 32-story condominium with 1,049 units worth 3 billion baht, located just 1 step from Bang Wa station, a major connection station between BTS and MRT, starting at 1.89 million baht, ready for sale on February 24-25, and LIFE Sukhumvit 62, a joint venture condominium, 24 stories with 438 units worth 2 billion baht, just 200 meters from BTS Bang Chak, which is set to launch online booking on March 27.

           Last year (2017), the company achieved great success, generating total sales of both condominium and horizontal products amounting to 42.9 billion baht, marking a new record high, exceeding the original sales target of 26 billion baht for 2017, or a growth of 92% compared to the sales of 22.365 billion baht in 2016. The factors contributing to the company's sales growth this year, in addition to the launch of 22 new horizontal products, including single-family homes and townhouses, which have seen continuous sales growth, also stem from the successful launch of 3 LIFE condominium projects: LIFE Ladprao, LIFE Witthayu, and LIFE Asoke-Rama 9, all of which achieved approximately 90% sales closure, along with over 90 ongoing projects that significantly contributed to this success, exceeding the set targets.

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