, has announced its business plan for 2025, reaffirming its position as a leader in sustainable living. The company focuses on developing and enhancing quality housing that meets all aspects of consumer needs under the 'Refined Focus' strategy, leveraging its business strengths to increase competitiveness and create added value for its core business. SENA plans to launch 12 new projects in prime locations, including condominiums and horizontal developments, with a total value of 13 billion baht, targeting sales of 15.5 billion baht and ownership transfers of 10 billion baht.<\/span><\/strong><\/a><\/p>
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Associate Professor Dr. Kesara Thanyalakphak (Dr. Yui), Managing Director of Sena Development Public Company Limited, or SENA<\/strong><\/span>, revealed that despite the overall real estate market facing challenges this year, including household debt issues, strict lending policies from financial institutions, rising interest rates, and an economy that requires time to recover, the company has adjusted its strategy to keep pace with ever-changing consumer behavior. As a result, in the first nine months of 2024, the company achieved pre-sales of 12.5 billion baht, particularly from the LivNex project, which generated sales of 1.9 billion baht from 976 units. The backlog at the end of Q3/2024 stood at 6.515 billion baht, with continuous profit growth reflecting SENA's capability and potential for stable business operations.<\/span><\/p>
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For 2025, the company is set to develop 12 new projects, consisting of 11 condominium projects and 1 horizontal project, with a total value of 13 billion baht. The focus remains on the Affordable Segment, where SENA holds the largest market share of 20%, equating to over 20,000 units. The company aims for sales of 15.5 billion baht and ownership transfers of 10 billion baht, which includes revenue from the LivNex home rental savings project.<\/span><\/p>
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SENA is ready to drive its business in 2025 to overcome all challenges and elevate its standards as a leader in sustainable living through the 'Refined Focus' strategy, which emphasizes not just development but also enhancing existing projects and services to their best. This strategy is divided into four main pillars:<\/span><\/p>
No.1 in Affordable Market:<\/span><\/strong> SENA is the leader in the Affordable market, currently offering 12,600 units of homes and condominiums valued at 30.6 billion baht, catering to the real demand group with monthly incomes not exceeding 30,000 baht, which represents 54% of households in Bangkok and its vicinity. SENA specializes in this market and is ready to elevate the standard of accessible living.<\/span><\/p>
Strong Partnership:<\/span><\/strong> Collaboration with Hankyu Hanshin Properties Corp, a business partner for over 9 years, has developed a total of 66 projects worth over 83 billion baht. This not only enhances financial capacity for strong growth but also reflects confidence and trust in SENA's management through good governance and sustainable project development standards. The company continues to pursue joint ventures to elevate living standards and develop quality projects together.<\/span><\/p>
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SENA Eco System to Make Us Stronger:<\/span><\/strong> Driving sustainable growth in core business areas.<\/span><\/p>
SenX – Elevating Real Estate Services with Data and Technology:<\/span><\/strong><\/p>
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- Customer-Centric Data Center:<\/span><\/em> SenX is a data center that collaborates to develop products and services with SENA to meet customer needs.<\/span><\/li>
- Service Excellence:<\/span><\/em> Focused on service quality by a team of experts with over 16 years of experience, responding to diverse lifestyles.<\/span><\/li>
- Sustainable Management:<\/span><\/em> Utilizing Smart Tech to manage housing projects sustainably, such as BMS systems, Carbon Monitoring, and Waste Management in collaboration with Recycle Day.<\/span><\/li>
- Smart Application:<\/span><\/em> <\/span><\/strong>Always-on connectivity with applications and digital technology in housing services, allowing residents to live a 'LIFE SIMPLIFIED' every day.<\/span><\/li>
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SENA Green Energy – Moving Towards Clean Energy Business, The New S-Curve:<\/span><\/strong><\/p>
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- Expanding <\/span>SENA Green Automotive:<\/span><\/em><\/strong> Becoming a dealer for electric vehicles from 3 brands: NETA, LEAP, and DEEPAL, supporting the clean energy trend and the future of driving.<\/span><\/li>
- SENA Solar Energy:<\/span><\/em><\/strong> A specialist in comprehensive solar energy solutions with installation experience for over <\/span>1,000 households.<\/span><\/li>
- SENA Reforestation:<\/span><\/em> <\/strong>Aiming to plant forests on <\/span>2,000 rai to reduce carbon emissions by approximately 11,334 tons per year, which is crucial for supporting sustainability and environmental preservation.<\/span><\/li>
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The SENA Eco System is not just about project development but creating a robust ecosystem to enhance sustainable quality of life.<\/strong><\/span><\/p>
Sustainable Living Leadership is committed to developing innovations for sustainable housing, including:<\/strong><\/span> advancing the <\/span><\/strong>Zero Energy House concept<\/span><\/em>, developing <\/span><\/strong>42 projects totaling 4,290 units, reducing carbon emissions by no less than 6,993 tons per year. This is a step forward in developing future housing, with the ZEH (Zero Energy House) New Model<\/em> featuring single-family homes with solar roofs and batteries in the high-class segment “Grand Serie,” set to debut at the SENA Park Grand Ramindra KM.9 project. This reinforces the success of SENA Low Carbon<\/em> with the launch of the first low-carbon flagship condominium ready for occupancy in 2 projects: Flexi Mega Space Bangna and Niche Mono Bangpo. SENA is the first real estate company in Thailand committed to unlocking access to housing through continuous financial innovation, making it easier for consumers to own homes, catering to the new generation and Generation Rent, who prioritize financial flexibility and seek housing options beyond outright purchases. Thus, SENA launched “LivNex<\/em>” last year.<\/span><\/p>
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This year, we introduce “RentNex<\/em>” Subscription, a condominium model in the real estate industry that has garnered significant interest and positive feedback from consumers, reflecting the clear success of this approach, with over 976 units valued at 1.9 billion baht participating in the LivNex project. This drives real access to housing in an era of rapid economic and social change, while also responding to market demand and current consumer behavior changes. SENA continues to advance services like V-Move, Smart Mobility concept<\/em>, an innovation using electric vehicles connected to public transport systems, aiming to develop 24 projects, including 20 condominium projects and 4 housing projects, targeting to reduce carbon emissions by no less than 11,720 tons per year, equivalent to planting 1,172,006 trees. The First EV Ready<\/em> real estate project in Thailand to install electric vehicle charging points (EV Charger) in housing projects, including the first central EV Station, preparing for the future of vehicles. SENA continues to develop various Smart Applications, including SENA 360<\/em>, covering all aspects of home purchasing, Sen Prop<\/em>, providing residents with all housing-related services, and Smartify Home<\/em>, assisting in home and condominium decoration to enhance comfort and living efficiency.<\/span><\/p>
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Innovations for housing, financial innovations, and strong partnerships are all key factors that enable SENA to adapt and respond to every change with stability. SENA will continue to develop products and services to make sustainable living easy and achievable for everyone.<\/span><\/p>
“SENA is not only committed to strong financial business growth for organizational stability but also prioritizes the environment, society, and quality of life for people. We aim to create housing, communities, and societies that help reduce carbon through tangible innovations and solutions. What we are most proud of is not just building and selling homes but providing a ‘Decarbonized Lifestyle’ for our residents. By living normally, they can contribute to caring for the world. This year, SENA aims to reduce carbon emissions by no less than 10,235 tons, equivalent to planting over 1,020,000 trees, alongside aiming to increase opportunities for those with financial constraints to own quality homes, targeting 1,000 units under the ‘LivNex home rental savings’ project, which will help reduce inequality in housing access and create life stability. SENA believes that sustainability and business growth must go hand in hand; revenue is important, and caring for the world is equally vital. We will continue to move forward as a Sustainable Living Leader<\/span> that balances economy, environment, and society.”<\/span><\/p>
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