Isara Boonyang hands over Kanda Property to second-generation executive Hutsakorn Boonyang, continuing the success of 5 <\/strong>Kanda Concept, developing the ileaf brand and fully engaging in online markets while expanding locations to attract new-generation customers in both Bangkok and the provinces. In 2022, the company plans to launch 6 horizontal housing projects worth 4.7 billion baht.<\/strong><\/p>

Mr. Isara Boonyang, Managing Director of Kanda Property Co., Ltd., revealed that Kanda Property has been developing residential projects for over three decades, navigating through various business cycles, particularly during the economic crisis of 1997, which forced the company to undergo a long recovery. This experience has become a crucial lesson that has shaped their Business Model to prioritize stability over growth and emphasize self-reliance.

“Over the past 30 years, the company has gradually developed step by step, with the key idea being that a house is a durable product meant to last. A lifetime does not allow for multiple purchases, so responsibility is paramount. This has led to the development of our 4 Kanda Concept, which is a body of knowledge derived from over 30 years of experience, addressing various housing issues and leading to solutions for improvement,” said Mr. Isara.

The 4 Kanda Concept consists of four main aspects:

1. 3 Generation: Emphasizing the importance of Thai family living together since 1999, every housing project at all price levels must include a bedroom on the ground floor, especially in townhouses, a design that has since been adopted by nearly all companies.

2. Easy Maintenance: Since houses are meant to last, they must be designed for easy maintenance. For example, upper bathrooms are designed to be at the front of the house or on the side balcony, so repairs can be done without entering the house, and water barriers at windows provide double protection for every home.

3. Eco Smart: Being environmentally friendly and reducing energy consumption in homes and public areas while also focusing on cost-effectiveness. This includes using LED lights in homes and project roads, green-tinted glass to reduce light, and installing heat-extracting fans.

4. Flood Protection: Enhancing flood prevention in all projects, such as prioritizing soil fill levels, house elevations, and installing water pumping systems. These four aspects reflect the company's responsibility to residents, communities, and society.

Mr. Isara further stated that the economy, society, and technology are changing rapidly. Whether in management technology, construction technology, or digital marketing, which goes beyond mere advertising, he believes that the new generation will excel in these areas. This belief has led to Kanda Change, which involves passing management responsibilities to the new executive Hutsakorn Boonyang and adapting operational strategies to better meet the needs of new consumers while maintaining advisory roles based on experience.

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Hutsakorn Boonyang, Deputy Managing Director of Kanda Property, stated that Kanda Change will continue to build on existing strengths while potentially adjusting strategies, processes, or products for improvement.

In terms of branding, the focus will be on creating more effective awareness and recognition. Previously, there were multiple brands such as Kanda Place, The First Home, and Siam Natural Home, but now nearly 20 of the company's projects will use a single brand name: ileaf, categorized into:

- ileaf town and ileaf park for mid-range projects priced between 1.9-5 million baht.

- ileaf proud and ileaf prime for premium projects priced between 2-10 million baht.

- ileaf prima, a community project combining several developments.

Hutsakorn added that in marketing, the choice of media, whether cutouts or various online platforms, will be controlled to maintain a consistent theme for easier brand recognition. Project designs or house styles will also have clearer themes, such as Resort, California, or English Garden, to be used for all projects launched this year.

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Regarding marketing channels, the company places greater emphasis on online or digital marketing, serving as both an advertising medium and a tool for analyzing customer demographics. The metrics for media reach, visitor numbers, and project bookings reflect increased efficiency compared to advertising costs.

“In terms of product development, we will continue to adhere to the 4 Kanda Concept, with potential adjustments such as changing 3 Generation to Multi Generation for modernization and adding a fifth concept during COVID: Space Matter, which emphasizes the design of every usable space in the house. Recently, the company launched a 4-bedroom townhouse with a private garden and en-suite bathrooms in the ileaf prime project in Lam Luk Ka, Klong 2, reflecting the Space Matter concept,” he said.

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The company's growth strategy continues to focus on stable growth, with an added emphasis on expanding locations to increase the customer base. From 2017 to 2023, the company aims to expand to at least 1-2 new locations each year. For 2022, the company plans to open projects in new locations by the end of the year, including the Ram Inthra-Khubon area. In 2023, at least one new location is already prepared for a new project, currently under negotiation for land acquisition. Additionally, there are plans to diversify the business through joint ventures and support for startups.

Hutsakorn further stated that in 2022, the company plans to launch 6 new horizontal housing projects with a total value of approximately 4.7 billion baht, including projects in existing locations and new areas, as well as launching a new brand in the mid to upper mid-range townhouse segment to meet customer demand and broaden revenue generation.

The new projects set to launch in 2022 include the ileaf prime project in Lam Luk Ka, Klong 2, ileaf prime 2 in Pracha Uthit 90, ileaf proud in Rama 2 km 14, and ileaf proud in the Ring Road-Rangsit Klong 4, which is a new townhouse brand priced between 2-3 million baht, along with two new projects in new locations: ileaf prime in Ram Inthra-Khubon and ileaf prime in Pattaya-Jomtien, Chonburi province.

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“In 2022, the company will have both new projects and ongoing sales totaling 17 projects across 10 locations in Bangkok, the surrounding areas, and the provinces, with a sales target of 3.3 billion baht and a revenue target of 2.5 billion baht. In the first half of the year, we are on track with sales of approximately 1.5 billion baht and revenue recognition of about 1 billion baht.

For the second half of the year, we expect to meet our annual sales target of 3.3 billion baht, with revenue recognition projected at approximately 2.2 billion baht, slightly below the target due to delays in house design adjustments. However, transfer volumes are still expected to grow by about 10% compared to 2021,” concluded Hutsakorn.