J.S.P. is gearing up for the second half of 2019, from Q4/2019 to early next year, accelerating stock clearance while preparing to launch 8 new projects worth over 6 billion baht. They are confident that revenue recognition this year will exceed 3 billion baht, and they have recruited top professional developers to manage operations, aiming to elevate J.S.P. to a premium brand.

          Mr. Songkran Saeng-aromrungrot, Chief Marketing and Sales Officer of J.S.P. Property Public Company Limited, revealed that he joined J.S.P. at the beginning of July, viewing it as a challenging opportunity in a new role and contributing to the strategy to continue the success of J.S.P., which has recently entered the top 10 Thai real estate brands with high revenue over the past two years. They also aim to seriously penetrate the horizontal housing market. Initially, after joining J.S.P., he began studying the operational structure of past projects and has planned to develop residential projects in the mid to lower segments while rebranding J.S.P. under the concept of "providing happiness and excellent service to customers". Additionally, they are modernizing products to compete with high-end brands, targeting the new working generation aged 30-40 years, with a goal of achieving total sales of 19 billion baht within three years.

          “For the operational strategy in the second half of 2019, we have planned to develop a twin house project first, located in Bang Bua Thong, with a project value of over 800 million baht. By early 2020, we are preparing to launch 7 more projects, including locations in Bang Phra, Praksa, two projects in Bang Yai, Bang Yai (2), Tiwanon, and Bang Bua Thong, with a total value of no less than 6 billion baht,”

          Mr. Songkran discussed the approach for developing residential projects under the J.S.P. brand in a new format, stating that they will continue to leverage J.S.P.'s strengths and advantages to achieve clearer success, including 1) Best Locations with projects situated on major roads in the heart of communities, 2) Best Community with convenient transportation, good connectivity, close to BTS stations, and elevated roads, 3) Best Function by creatively increasing usable space in homes to suit all lifestyles, and 4) Best Price, affordable for the new generation, making home ownership easily attainable. The overall project will emphasize a blend of modernity.

          Luxury and modernity will be harmoniously integrated, providing ample usable space with various designs to meet customer lifestyles as much as possible. They will incorporate features and functions of high-priced homes into the design, with the house model being Space Plus, featuring ceilings up to 3 meters high, ensuring spaciousness and comfort at a competitive price. Additionally, they will offer excellent after-sales service through the J Care system, allowing homeowners to report repairs, manage security systems, and receive prompt service, demonstrating a commitment to care as if they were one family.

          Overall, the company has undergone a restructuring for operations in various ways to strengthen itself, such as improving financial structure by utilizing more long-term funding sources instead of short-term ones. In terms of management and product development, they have revamped their products targeting the premium segment priced at 7-10 million baht in urban areas like Kalapapruek and are also launching single-family and twin house projects in the 3-5 million baht range.

          “The company aims for revenue of 4 billion baht in 2019, while for 2020, the target is to exceed 4.5 billion baht, expecting to grow by around 15% each year from the acceleration of new projects. Additionally, in each quarter, J.S.P. will organize sales campaigns to stimulate sales and expedite customer purchasing decisions, as well as special campaigns participating in housing and condo fairs at the beginning and end of each year, which is expected to drive revenue beyond targets,” Mr. Songkran concluded.

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