• Driving a Major Business Push with <\/strong>4 Key Strategies Reinforcing the Vision of 'AP WORLD' to Deliver a Better Quality of Life <\/strong><\/span><\/li>
  • Launching <\/strong>39 New Projects Worth a Total of 56.8 Billion Baht - 5 Condominium Projects Worth <\/strong>22.4 Billion Baht <\/strong>and 34 Horizontal Projects Worth 34.4 Billion Baht <\/strong><\/span><\/li>
  • Kickstarting the First Quarter with <\/strong>'RHYTHM Ekkamai Estate', a City Center Condominium that Complements Every Aspect of Home, Just 2 Minutes from Ekkamai BTS Station <\/strong><\/span><\/li>
  • Announcing a Record-Breaking Year-End for 2018 with Total Revenue (100% JV) Reaching an All-Time High of <\/strong>38.02 Billion Baht, Growing Over <\/strong>30% <\/strong>Year-on-Year <\/strong><\/span><\/li> <\/ul>

              AP (Thailand) Public Company Limited <\/strong><\/span> is a leader in real estate development and residential innovation, announcing a growth of over 30% with a record revenue recognition (100% JV) for 2018 <\/strong>of over 38.02 billion baht <\/strong>and achieving total sales of <\/strong>41.298 billion baht, exceeding the target by 104% <\/strong><\/span> as it moves forward with its real estate business plan for 2019, aiming for sales of 41.8 billion baht <\/span><\/strong> and total revenue of 35.9 billion baht (100% JV) by aggressively launching all 9 brands in its portfolio with a total of 39 projects worth 56.8 billion baht <\/span><\/strong> while enhancing the strength of BC <\/strong><\/span> and SMART <\/strong><\/span> to become the number one developer under the vision of AP WORLD <\/strong><\/span> to create a world of quality living, truly addressing the deep market needs with quality products and services.

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              Mr. Witakarn Chanthawimon <\/span><\/strong> Deputy Managing Director of Corporate Strategy and Innovation at AP (Thailand) Public Company Limited <\/strong><\/span> stated, "From the organization's grand vision of AP WORLD <\/strong> committed to creating a world of quality living <\/strong> through a comprehensive blueprint with an Eco System developed by AP,<\/span> we are expanding our business scope beyond real estate while continuously developing our core real estate business. This year, AP has set a strategy with 4 main dimensions to enhance our capabilities and ensure that AP's products and services will reinforce the vision of delivering a world of quality living effectively."

    The 4 Operational Strategies for AP (Thailand) to Achieve Success in 2019 Include: <\/span><\/strong>

    1. Launching Projects Across <\/strong>9 Brands in Every Segment, Reinforcing Our Position as a Developer with Comprehensive Products <\/strong>Meeting All Resident Needs <\/strong> This year, AP will launch a total of 39 new projects worth 56.8 billion baht, including 5 condominiums worth 22.4 billion baht (3 joint venture condominiums worth 18.3 billion baht) and 34 horizontal projects worth 34.4 billion baht <\/span> (comprising 19 townhome projects worth 16.78 billion baht and 15 single-family home projects worth 17.62 billion baht).
    2. Creating Differentiation with Products that Meet the Needs of All Life Stages <\/strong> Recognizing the diverse family patterns, AP designs and arranges spaces in homes and common areas to align with the lifestyles of modern families, accommodating residents of various generations through 3 key design concepts: (1) SPACE TRANSFORMATION <\/strong> designing every square inch to align with actual usage today and in the future, (2) HUMAN CONNECTION <\/span> creating an ecosystem that enables residents of all ages to connect meaningfully within AP's community and the surrounding society, and (3) LIFE-LONG COMMUNITY <\/span> incorporating new innovations and technologies to enhance AP's projects with infrastructure systems that maximize the use of limited resources sustainably, promoting quality of life for residents.
    3. Collaborating with Mitsubishi Estate to Continuously Elevate the Quality of AP's Condominiums with 'AI BIM' (Artificial Intelligence Building Information Modeling) <\/strong> a 7-dimensional intelligent high-rise building design technology that enhances accuracy in every work process and excels in facility management after project delivery. This year, AP will fully implement the 'AI BIM' technology in developing every high-rise condominium project.
    4. Building on the Strength of BC and SMART to Propel AP to Become a Comprehensive Residential Property Developer <\/strong>(Total Solution Community Developer) <\/strong> This year, 'BC' (BC) <\/strong>, Thailand's number one property agent, will continue to expand into secondary markets abroad, such as Kunming, Nanjing, and Xi'an in China, and Osaka and Fukuoka in Japan, following success in major cities like Hong Kong, Singapore, and several cities in China and Japan. Additionally, 'SMART' (SMART) <\/strong>, the property management company, is preparing to launch the SMART PLATFORM <\/strong> to elevate the quality of life standards and living experiences for over 55,000 households across more than 200 projects, not limited to AP's portfolio, within the third quarter.

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              Mr. Witakarn <\/span><\/strong> revealed the condominium development plan for 2019, stating, "AP focuses on meeting the needs of urban customers looking for new condominiums at affordable prices across all segments. This year, AP plans to launch 5 new condominiums with a total value of 22.4 billion baht under 4 brands, including ASPIRE <\/strong> in 2 locations: Sukhumvit – On Nut and Asoke – Ratchada <\/span> targeting the younger generation and working professionals, with 3 joint venture projects between AP and Mitsubishi Estate Residence (a subsidiary of Mitsubishi Estate Group - MECG) totaling 18.3 billion baht under the brands THE ADDRESS, RHYTHM, and LIFE.

              Mr. Witakarn <\/span><\/strong> added, "A key highlight of the first quarter is the launch of 'RHYTHM Ekkamai Estate' <\/strong> a condominium in the Upper High-End <\/span> segment in Ekkamai connecting to Thonglor, with a project value of 3.2 billion baht, comprising 303 units starting at 6.5 million baht (averaging 210,000 baht/sq.m.). It features a new building structure design to deliver a new dimension of high-rise living akin to living in a house, with highlights including a Multi-Storey & Floating Lobby <\/span> 7 floors high, the first of its kind in Thailand, offering views of the Outdoor Terrace <\/span> and incorporating existing large trees and over 4,800 square meters of common area, along with the first Sky Villa units with private garden access, with special reservations opening for the first time at the Vertical World event on the 1st floor of Fashion Hall, Siam Paragon from March 21-24."

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              Regarding the development plan for horizontal projects, Mr. Phomorn Prasertsang, Deputy Managing Director of Horizontal Business Development at AP (Thailand) Public Company Limited <\/span> stated, "In 2018, AP's horizontal products received unprecedented positive feedback, particularly our single-family homes, which saw an 80% revenue growth. Meanwhile, our townhome brand, 'Baan Klang Muang', continues to maintain its position as the number one high-end townhome in the city, achieving the highest sales value. This success is attributed to our continuous Design Thinking process over the past 2-3 years to find the true answers to the crucial puzzle piece of what quality of life Thai people desire. We found that overly spacious residences that are not utilized effectively lead residents to feel unfulfilled and that they are not getting value for their money. Therefore, 'large residences' may not meet the quality of life that Thai people want in every location. We are focusing on developing single-family homes and townhomes across all AP brands with diverse new model designs, including offering functional spaces that facilitate flexible usage today and in the future, allowing for long-term living."

              "To maintain trust and fully meet the needs of residents, AP designs homes to align with those needs, emphasizing innovative design concepts in creating 'Baan Klang Muang and Pleno New Models for 2019' <\/strong> that stand out from the architectural design differences, responding to the individuality of each family, as well as completely reconfiguring the internal usable space, including functional spaces that support coexistence of large families across 2-3 generations. Every square inch can be fully utilized, incorporating small green spaces into the homes to enhance the greenery without requiring residents to spend much time on maintenance, focusing on prime locations in the city with affordable pricing packages. We are preparing to launch the new models of high-end townhomes 'Baan Klang Muang' and 'Pleno Premium Townhomes' soon," Mr. Phomorn stated.

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              "In strengthening single-family home products across all AP brands, such as THE PALAZZO, THE CITY, <\/span> and CENTRO, we reaffirm our position as the number one choice in consumers' minds. In addition to offering innovative spaces that meet the living needs of all life stages, this year we are piloting infrastructure upgrades in common areas by incorporating new technologies under the key principle of emphasizing real benefits and sustainable returns for residents' lives, such as Solar Cell technology for generating solar energy for common areas and Water Recycle System for wastewater treatment to be reused in project gardens, among others, or piloting new construction technologies to enhance the quality of our projects," Mr. Phomorn added.

              "In 2019, AP is ready to aggressively enter the horizontal market in all locations under the important mission of delivering the best quality of life to AP residents. With plans to develop new projects totaling 34 projects worth approximately 34.4 billion baht <\/span> comprising 15 single-family home projects worth 17.62 billion baht and 19 townhome projects worth 16.78 billion baht, this horizontal market expansion will cover all locations such as Don Mueang, Watcharapol, Phaholyothin, Suan Luang, Ratchaphruek, Bang Yai, Suan Phak, On Nut, Rama 2, and Sai Mai, in locations adjacent to major roads and Multiple Connect <\/span> that quickly connect to shortcuts, expressways, or large transport systems, enhancing residents' quality of life by reducing travel time," Mr. Phomorn concluded.

              In summary, AP's real estate business plan for 2019 includes launching 39 new projects worth approximately <\/span>56.8 billion baht <\/strong> comprising 5 condominium projects worth 22.4 billion baht and 34 horizontal projects worth 34.4 billion baht, with sales targets of 41.8 billion baht and total revenue targets <\/span>35.9 billion baht (100% JV). In the first half of the year, AP plans to launch 21 new projects worth <\/span>30.44 billion baht, including 17 horizontal projects comprising 6 single-family home projects and 11 townhome projects worth a total of 16.84 billion baht, and 4 new condominiums including ASPIRE Sukhumvit – On Nut worth 1.6 billion baht, ASPIRE Asoke – Ratchada worth 2.5 billion baht, RHYTHM Ekkamai Estate worth 3.2 billion baht (joint venture project), and LIFE Sathorn Sierra worth 6.3 billion baht (joint venture project).

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             As of February 15, 2019, the company has a backlog of projects awaiting revenue recognition from joint ventures worth up to 50.025 billion baht, including horizontal projects valued at approximately 7.935 billion baht, which are expected to be fully recognized within this year, and condominiums (100% JV) valued at 42.09 billion baht (comprising AP condominiums worth 2.31 billion baht, which will be fully recognized this year, and joint venture projects worth 39.78 billion baht, which will gradually be recognized in 2019 at approximately 7.569 billion baht, with the remainder recognized until 2026).

    Thank you for the information from www.apthai.com<\/p>