Mr. Natthapong Khunakarawong, CEO of SC Asset Corporation Public Company Limited, announced the vision and three-year growth roadmap for SC, stating, "Every organization in the world is facing severe challenges as the landscape of the business world has changed. Traditional ways of thinking are becoming obsolete in this new context. Digital technology plays a massive role in creating these challenges, rapidly changing human behavior both now and in the future. The new landscape is characterized by interconnected industries forming an ecosystem with diverse members, where multiple ecosystems connect with each other, leading to new business models beyond products and services, namely platforms and solutions. This involves collaboration among three groups to better meet human needs.

Group 1: Incumbents or existing stakeholders in traditional industries.

Group 2: Tech entrepreneurs who work quickly to solve specific human problems.

Group 3: Digital giants, large technology companies that tend to expand their business scope across all industries. Tech entrepreneurs and digital giants play a crucial role in connecting various industries. Organizations in Group 1 must be ready to adapt continuously and collaborate with Groups 2 and 3 to keep pace with the changing behaviors of humans or consumers.

"For sustainable growth, SC announces the three-year roadmap 'SC RE-INVENTION 2020' with sales targets of 24 billion baht and revenue of 22 billion baht in 2020, and total sales from 2018 to 2020 exceeding 60 billion baht. We are shifting our mindset from being a Developer to becoming a Living Solutions Provider, working with diverse partners in the ecosystem to better address human living needs in this new landscape. We will grow through four strategies:

  1. RE-INVENTION from DEVELOPER to LIVING SOLUTIONS PROVIDER through 3D.

- D1 DIGITIZE Transforming work systems from analog to digital to analyze and improve data related to operations and customer insights.

- D2 DESIGN Utilizing human-centric principles to design products, services, and solutions, starting with understanding customer pain points in their daily lives.

- D3 DEVELOP Integrating innovation and developing quality housing across all price levels.

  1. CO-CREATION By collaborating with partners in the ecosystem to deliver living solutions (housing development and after-sales services by SC and others by partners) to customers and surrounding communities. We call our living solutions platform 'Rue Jai.'
  2. QUALITY FIRST The quality of products and services is paramount, divided into two parts: pre-transfer and after-transfer.
  3. TOP-LINE GROWTH Focusing on top-line growth in both sales and revenue.

Residential properties for sale will primarily drive growth, while rental properties will serve as secured income, currently offering a total office rental space of 110,000 square meters, contributing to a net profit margin of up to 25%.

Residential properties for sale are divided into horizontal and vertical categories.

Horizontal SC aims to maintain its market leadership in single-detached houses priced over 8 million baht while increasing its market share in single-detached houses priced below 8 million baht and townhomes priced at 2-3 million baht. This year, SC will expand its project development area to Chachoengsao province, recognizing growth opportunities from the EEC mega-project in 2020. The sales value ratio of horizontal properties in Bangkok and other provinces will be 90:10.

Vertical SC and SCOPE, a joint venture in which SC holds a 90% stake, under the leadership of CEO Mr. Yongyuth Chaipromprasit, are preparing to develop over 10 new vertical projects in the next three years. The main revenue from vertical properties in these three years will come from the transfer of three super luxury projects: SALADAENG ONE, BEATNIQ, and 28 CHIDLOM.

"SC targets sales and revenue of 17 billion baht in 2018, with sales expected to grow by approximately 11%. We are preparing to launch 19 new projects valued at 19 billion baht, consisting of 17 horizontal projects worth 15 billion baht and 2 vertical projects worth 4 billion baht, along with a budget of 10 billion baht for land acquisition this year."

"Highlights of the new projects this year for horizontal properties include two township concept developments in prime locations in eastern Bangkok, covering over 115 rai in the Bangkok Kritha area and over 200 rai in the western Bangkok area, Bangkadi, Pathum Thani. These will be launched in the second half of 2018. Additionally, 50% of the new projects this year will be under the PAVE and VERVE brands, which are single-detached houses and townhomes priced at 2-5 million baht, to support market share growth in this segment from 2018 to 2020.

For vertical properties, the CENTRIC Ratchayothin project, located just 150 meters from the BTS Ratchayothin station, is a 21-story building starting at 3.7 million baht, with pre-sales starting in March 2018, valued at 1.5 billion baht. The THE CREST Sukhumvit 23 project, valued at approximately 2.5 billion baht, is expected to launch around the fourth quarter of the year."

Mr. Natthapong concluded, "In 2017, SC achieved record sales of 15.278 billion baht and 10.547 billion baht in horizontal sales, holding the number one market share for single-detached houses priced over 15 million baht and second place for all price levels of single-detached houses. The proportion of sales from referrals stands at 18%, reflecting customer confidence in us, as well as the quality of our housing and services. In 2018, as the context changes, for sustainable growth, SC will not cling to old methods. We are ready to re-invent ourselves and collaborate with partners in the ecosystem to deliver high-quality living solutions to our customers."

Thank you for the information from https://www.scasset.com/th/home/