"SENA" sets its strategy for 2020 with the "HOW TO THINK" approach, outlining 5 concepts to conquer the real estate market. This year, the company aims to launch 10 projects worth a total of 7.5 billion baht, detailing plans for joint ventures to expand its business with strong partner "Hankyu Hankin" to broaden its "horizontal" portfolio, targeting sales of 11.5 billion baht and transfers of 10.6 billion baht.

Assoc. Prof. Dr. Kesara Thanyalakphak, Deputy CEO of Sena Development Public Company Limited stated that the development of the electric train system, scheduled to open in 2022, including the Red Line Salaya-Huamark, Orange Line Bangkhunnon-Cultural Center, Blue Line Bangkae-Phutthamonthon Sai 4, Purple Line Tao Pun-Ratchaburana, Green Line Samut Prakan-Bang Pu, and Kukot-Lam Luk Ka, will be a significant factor for urban expansion, leading to changes in consumer behavior and creating opportunities for residential development around the city, especially projects along various train lines.

        In the past, Sena has focused on marketing condominiums at various price levels to cover a wide customer base. However, market research by Sena revealed that in 2019, townhouses were the best-selling product in the horizontal segment, accounting for 23.9% of total sales, particularly in the price range of 2-5 million baht. Meanwhile, condominiums priced between 1-3 million baht remain popular among customers, both for personal use and among investors.

        Therefore, in 2020, Sena plans to launch a total of 10 new projects worth 7.5 billion baht, divided into 6 high-rise projects valued at 4 billion baht and 4 horizontal projects valued at 3.5 billion baht, aiming for sales of 11.5 billion baht and revenue of 10.6 billion baht. This year will focus on expanding the "horizontal" portfolio to cover real demand, targeting genuine buyers by utilizing various data to identify suitable locations, such as selecting stations on the electric train network in areas with job opportunities and a growing population, ensuring that urban planning is appropriate and supply is not excessive. Specifically, the horizontal market in the price range of 3-5 million baht and high-rise projects priced at 1-3 million baht are popular and have good purchasing power.

 

         Sena will adjust its brand portfolio by partnering with "Hankyu" to create a new condominium brand called "SLASH", a city condo priced at 1-2 million baht, averaging 40,000-70,000 baht/sq.m., and "SENA KITH", an economy condominium priced below 1 million baht, averaging 35,000 baht/sq.m.

         Additionally, new house brands will be launched, including SENA VILLE, SENA VILLAGE, SENA VELA, and SENA VIVA, targeting the horizontal segment. The SENA VILLAGE and SENA VIVA projects will be horizontal developments in the Main Class and Economy segments, developed in collaboration with Hankyu for the first time, incorporating the Geo fit+ concept from Japan to align with the target audience of each segment, focusing on the GEN Y – First Jobber demographic.

 

         Despite the overall real estate market facing a Perfect Storm, in 2020, Sena is prepared to address Digital Disruption as both an opportunity and a crisis that requires adaptation. Therefore, this year, the vision is "HOW TO THINK", laying out 5 main concepts to drive the real estate business in 2020.

Think of Real Demand: Highlighting the Target Group focusing on Real Demand, emphasizing genuine buyers, identifying suitable locations, and ensuring that areas have job opportunities, a growing population, appropriate urban planning, and manageable supply. Particularly, the horizontal market segment of 3-5 million baht and the high-rise segment of 1-3 million baht remain popular and have strong purchasing power.

Re Think SENA CORE COMPETENCY IN THE PAST ONTO THE PRESENT: With over 40 years of experience, Sena has developed more than 50 horizontal projects worth over 19 billion baht. The approach to real estate business is not just about developing residential projects to meet traditional customer needs; every Sena project must be an energy-efficient home, leading to the creation of the "Sena Solar Village," the first project in Thailand utilizing solar energy.

 

Think of SENA INNOVATION: "Innovation and technology" are key factors that Sena prioritizes and continues to drive solar business and solar installations for all Sena projects to enhance quality of life while making the world a better place. Currently, solar installations have been provided for all 400 homes, totaling approximately 1,000 kilowatts.

Think of SENA Experience: This variable will help enhance Sena's image and differentiate it further. Sena's "MADE FROM HER" concept incorporates the multi-layered insights of women into product and service development. This year, additional focuses include 1. Emphasizing the Customer Journey that varies across segments, 2. Adjusting the brand portfolio to create new condominium brands "SLASH" and "SENA KITH" and new house brands "SENA VILLE," "SENA VILLAGE," "SENA VELA," and "SENA VIVA" to align with each target segment, particularly focusing on GEN Y – First Jobbers, and 3. Designing a modern and accessible 360-degree website and application for easy information access.

Think of Business Model: The main supporting factor for every step of Sena's growth stems from having strong partners, including Hankyu Hanshin Property Corp. Currently, there are 9 projects under development over the next 3 years, and this year, Sena and Hankyu Hanshin are preparing to jointly enter the "townhome" market for the first time, including condominiums priced below 1 million baht and those priced between 1-1.5 million baht, while applying the Geo fit+ concept from Japan to products and services. Additionally, a new construction company, "TK Nawakij Co., Ltd.", has been established to manage the construction of low-rise condominiums to effectively control costs and construction timelines.

         With the company's strategy focusing on every detail, continuously studying new technologies and innovations to develop quality products and services for the market, combined with leading partners contributing to the company's growth, there is confidence that the set goals will be achieved.