Sansiri Public Company Limited, a leading real estate developer in Thailand, emphasizes its brand image that customers trust. The company announced its success in 2019 with revenue recognition of 26.3 billion baht and a profit of 2.4 billion baht, marking a 20% growth. It plans to aggressively enter the market in 2020 with the strategy “Made for Life…Made for Everyone”, positioning itself as “A Brand Accessible to Everyone”. It will launch five quality brands in the Medium and Affordable segments to meet Real Demand, including 'D Condo', 'The Base', 'Siri Place', 'Anasiri', and 'Saran Siri', with 18 new projects worth a total of 24 billion baht. The company aims to maintain its leadership in the premium market with luxury ready-to-move-in projects under the Sansiri Luxury Collection. The pre-sale target for 2020 is set at 29 billion baht, a 40% growth, with a transfer target of 33 billion baht. Additionally, it plans to expand new revenue sources to strengthen its customer base.
“LIV-24” is a real-time security system that will be implemented in projects managed by Plus Property nationwide.

 

           Mr. Wanchak Buranasiri, Chief Financial Officer of Sansiri Public Company Limited (SIRI) revealed that last year, Sansiri was committed to conducting business based on trust and confidence from customers, or “TRUST”, in design, quality, service, and brand, alongside analyzing the overall real estate market to adjust business plans for maximum efficiency. The overall demand for housing last year showed a Real Demand, especially in the horizontal housing market. Therefore, Sansiri aimed to become a market leader in horizontal housing, resulting in strong performance with sales of 21 billion baht, transfers of 31 billion baht, revenue recognition of 26.3 billion baht, and a profit of 2.4 billion baht, growing by 20%.

 

“Sales of over 62% in 2019 came from the success of horizontal sales last year, such as the townhome brand 'Siri Place', the single house brands 'Burasiri', 'Kanasiri' Ratchaphruek-346, and 'Setthasiri' Charan-Pinklao 2. Meanwhile, the condominium segment received positive feedback from the transfer of completed condominiums ready for transfer, such as The Line Sukhumvit 101, The Line Phahol-Pradipat, The Base Sukhumvit 50, The Base Petchkasem, Taka House, D Condo Campus Dome Rangsit, and D Condo Hat Yai. Additionally, Sansiri remains committed to developing quality projects with construction standards, selected materials, and innovations for living, which strengthen the brand and projects presented to customers and lead to success.
Regarding the performance in 2019,”

For 2020, Sansiri has set a goal to develop 18 new projects worth 24 billion baht, divided into 6 condominium projects totaling 8.8 billion baht, 6 single house projects totaling 8.6 billion baht, and 6 townhome and mixed projects totaling 6.6 billion baht, primarily in the Medium and Affordable segments, to make Sansiri an easily accessible brand in pricing strategy. At the same time, it will expand its customer base in the Luxury and Super Luxury segments with ready-to-move-in condominiums under the Sansiri Luxury Collection, such as 98 Wireless, The Monument Thonglor, Kun by You, and Sansiri Houses, expecting to generate sales of 29 billion baht in 2020, a 40% increase from the previous year’s sales of 21 billion baht, with a transfer target of 33 billion baht. Additionally, Sansiri has a backlog of sales awaiting transfer to support long-term growth over the next four years of up to 47.5 billion baht, which significantly boosts confidence in Sansiri and strengthens it in all economic conditions.

 

          Mr. Uthai Uthaisangsuak, Chief Operating Officer of Sansiri Public Company Limited stated that by operating the business with an understanding of Customer Insights and gaining trust from customers for over 36 years, this year, Sansiri is moving forward to strengthen itself with the strategy “Made for Life…Made for Everyone” to create a more tangible brand image and be “A Brand Accessible to Everyone”. It is also committed to providing a lifestyle of living that is more than just a house under the concept of a home that offers more than just a house. Key strategies have been set to meet the needs of customers in all segments, including the continued development of quality housing projects that cover diverse needs, focusing on the mass market by developing projects under the brands 'D Condo', 'The Base', 'Siri Place', 'Anasiri', and 'Saran Siri', as well as expanding project development into community areas near the city at accessible prices, such as the plan to launch D Condo Ramkhamhaeng 40 near the Orange Line in May this year. Furthermore, it will aggressively develop projects in new locations where Sansiri has never developed before, such as entering the Suvarnabhumi area with Saran Siri Siwalee and moving into the Paklok area in Phuket with the Anasiri brand. In the condominium segment, Sansiri is preparing to deliver 8 ready-to-move-in condominium projects this year, including D Condo Rin Chiang Mai, D Condo Bliss Sriracha, The Base Central Phuket, The Base Saphan Mai, XT Ekkamai, XT Huai Khwang, Kawa House, and La Habana Hua Hin, with 60% of the sales already achieved from the total project value of 24 billion baht.

Moreover, being the market leader in horizontal housing for 3 years is still a goal that Sansiri is committed to, with new strategies to strengthen itself, including preparing to launch Signature Function in the single house brand to meet the needs of customers in each segment, reinforcing its leadership in design that comes with customer-centric functionalities, such as the launch of Saran Siri Siwalee, which is the first single house priced starting at 5 million baht with Double Volume Living Space and a dust-free home New Concept. This emphasizes the development and value creation for the Affordable brand to be stronger than competitors, with plans to introduce a new living concept that reflects design covering the entire project from the house to the common areas under the same concept, as well as creating a community with a shared vision to build a livable society. Plans are also underway to launch new projects under the 'Anasiri' brand, a mixed product that combines good communities of single houses, duplex houses, and townhomes together to meet the diverse needs of customers in one project for the first time. Additionally, it is pushing forward in the WELL-BEING aspect through functional design to meet needs, such as Healthy Home, a dust-free home innovation launched for the first time last year and used in several projects. Furthermore, it plans to seek innovations that elevate the standard to create added value for “clean air”, including Elderly Care Solutions to respond to the Aging Society through functional designs, developing house plans with downstairs bedrooms or multipurpose rooms on the ground floor in every house type, along with Universal Design in the common areas of the project. There are plans to introduce new technologies that help “Prevent & Alert” to assist the elderly in living safely, as well as “Smart & Convenient Home” to enhance convenience through Home Automation by adding ease of use under the concept of “Convenience at One Click”, including necessary solutions for living, such as a master switch that controls all the lights in the house with one switch.

 “Sansiri is also committed to maintaining its position as The Most Powerful Real Estate Brand, having received awards for two consecutive years by creating differentiation and elevating the quality of living to another level, such as expanding the LIV-24 security system that ensures safety from a real-time control center 24 hours a day to all new Sansiri projects and developing the Educational Playground, a learning-friendly playground that is more environmentally friendly.
This is achieved by collaborating with PlanToys, a leader in socially and environmentally friendly toys, to develop a new playground that is friendly to children and the environment together with Sansiri and Samitivej Children's Hospital, which is expected to launch for the first time at the end of this year. Additionally, after-sales service or Sansiri Service, which makes a home more than just a house, is also a focus of the organization, aligning with the lifestyle of current residents.

        The company also plans to strengthen its business with “new revenue sources”, including the plan to implement LIV-24 for security directly from the real-time control center 24 hours a day, Sansiri standards, expanding services to real estate projects managed by Plus Property nationwide, along with plans to extend and expand the scope of the Home Service Application after successful service experiences for over 40,000 Sansiri residents in 300 projects to other projects managed by Plus Property nationwide, with plans to launch by the end of this year. Furthermore, investments in global businesses have also been successful and have increased in value, such as the increased value of the The Standard brand, a hotel from the United States that is transforming the global hotel business, of which Sansiri is a major shareholder after announcing plans to open 25 new hotels worldwide within 5 years and launching The Standard London and The Standard Maldives last year, as well as JustCo Co-Working Space, which has an average growth rate of 150% each year and currently has 42 branches in 8 major cities worldwide.

 

Sansiri also plans to expand production capacity at its precast factory to support housing development, with plans to launch the 3rd and 4th precast factories, which will increase production capacity from the first and second factories from 700,000 square meters per year to 1,200,000 square meters when fully operational, supporting the development of housing from 2,000 units to 3,500 units in the future.”

Another crucial factor in driving the strategy is “people,” with the “People Strategy” extending Agile thinking to enhance employee happiness as Made for Us, driven by two concepts: New way of Work, focusing on designing spaces to better meet employees' work needs, leading to efficient work and the best quality output, and New way of Life, creating a better quality of life for employees in collaboration at Siri Campus, emphasizing work experiences through nutrition stories, designing green spaces within the office, and increasing recreational areas or creativity workplace.

“Sansiri remains committed to conducting business sustainably as an organization that prioritizes the environment, with plans to elevate the business model to change the world, Sansiri Green, to an organization of sustainability, Sansiri Sustainability Mission this year, to create a tangible turning point for society and Thailand in terms of Waste Management and Green Space,” Mr. Uthai concluded.

Thank you for the information from: Sansiri Public Company Limited