“Dust Free House” is set to be launched for the first time in Thailand in 2019
Strong and sustainable growth path planned to be achieved by 3-year sales target of 160 billion Baht
Sansiri achieved its ‘SansiriBestYearEver’ ambition in 2018 with record sales in its 34-year history of 48,500 million Baht, representing 25% year-on-year growth, and continued to be Thai real estate developer with highest sales in international markets, amounting 14,000 million Baht, or 51% year-on-year growth. The company announced its new vision “FOR GREATER WELL-BEING” to advance its sustainable growth path in 2019, by expanding Green and Well-Being development approach to all new projects to enhance the quality of life for residents and implementing proactive measures to fight PM 2.5 pollution by launching Thailand’s first ‘dust-free house’ by this year to accentuate its leadership in innovation for health and environment-conscious living. 28 new projects worth totally 46,600 million Baht were set to be launched in 2019 in Bangkok and other provinces, with best-in-class quality across all types and price ranges. While brand building strategy continued to be a key focus, the company is optimistic on demand for residence among consumers who opt for reliable brand, with more and more consumers in real demand sector choose to purchase Sansiri project due to the prominence in high quality and after-sales services. Sansiri aimed at building a sustainable growth with projected presale revenue of 160 billion Baht in three years (2019 – 2021)
Mr. Wanchak Buranasiri, Chief Financial Officer, Sansiri Public Company Limited, said that “2018 is Sansiri’s best year ever in the history of the company’s 34 years in business, thanks to record-breaking performance we achieved in various aspects, including the highest total value of new projects launched of 65,200 million Baht from 25 projects, highest presale revenue of 48,500 million Baht, or 25% increase from previous year, impressive sales in international markets of 14,000 million Baht, 51% increase from previous year, or growing 10 times from five years ago, continuing to be Thai developer with highest sales in international markets for consecutive 5 years. These result in current total backlog of over 63,500 million Baht, guaranteeing a strong revenue recognition for the next three years.”
Key success factor in achieving Sansiri Best Year Ever ambition in 2018 is the overwhelming response from consumers in all resident types and segments. Single house segment grew 34%, townhouse segment 77% and condominium 20% respectively. Projects that received better-than-expected response included Baan Sansiri, which garnered 75% sales within only 6 months, a new high record for super luxury single house project in Thailand; XT, new lifestyle condominium for new gen consumers, which were launched in three projects worth totally 21,000 million Baht, generated total sales of 12,000 million Baht in only three months; SIRI PLACE, new townhouse brand, achieved excellent sales that represented three-time growth in the company’s townhouse segment from 2016; and sales in provincial markets totaled 12,000 million Baht, or 25% of Sansiri’s total sales, and representing 51% growth from the previous year.
In 2019, Sansiri planned to launch new 28 projects worth totally 46,600 million Baht. Among these are 12 condominium projects with total value of 22,400 million Baht, 9 single house projects with total value of 18,700 million Baht and 7 townhouse projects with total value of 5,500 million Baht. Key market focuses are medium and affordable segments, which accounted for 96% of the total value of new projects in the year. The company targeted presale revenue of 36,000 million Baht and ownership transfer value of 32,000 million Baht in 2019, with 3-year presale revenue target of 160,000 million Baht for 2019 – 2021.
Mr. Uthai Uthaisangsuk, Chief Operating Officer, Sansiri Public Company Limited revealed that “Thai real estate market in 2019 continues to grow, with slightly sluggish sales in investment purchase among Thai consumers. However, we believe that the real demand sector will grow on par with last year. More competition in price and project development will give more choices for consumers. Our competitive advantages will bring us another excellent year in 2019 as consumers in the real demand sector prefer to choose well-established brand with proved track record in quality and after-sales services. We are confident that ownership transfer value in this year will be achieved as expected with strong presale revenue to be recognized from consumers with high purchasing power, especially Chinese and foreign customers who paid high down payment and are confident in long-term investment potential of Thai real estate.”.
Sansiri’s 2019 strategy will focus more in in-depth details of customer needs to enhance living experience. In light of the changing trend of residential needs of modern people who are more health and environment-conscious, the company mapped out new vision “For Greater Well-Being” to expand the application of its Green and Well-Being approaches in all new projects. This will be first introduced at Setthasiri Taweewattana, Sansiri’s first single house project with well-being development concept to be launched in February 2019. Presale of Wellness Residence, Thailand’s first condominium for health-conscious living located at Krunthep Kreetha area, is set to be launched in the second quarter of the year. More projects in Burasiri brand will be developed to cater to increasing demand from Bangkok people who prefer resort-styled residence. Sansiri also planned to launch dust-free house for the first time in Thailand in 2019 as well as announced proactive measures to curb down the consumption of energy and natural resources throughout the project development process.
New project development will be more diversified to offer more options of residential projects across all segments, price ranges and locations in Bangkok and other provinces. The ratio of single house and townhouse will be increased to capture real demand sector, led by Setthasiri brand, single house project for upscale consumers who need a sizable house to accommodate new family members in the future, and SIRI PLACE, townhouse for consumers who wish to have first home at an accessible price, with Sansiri’s standard in common area facilities and superior function, while new condominium projects will be launched at all price ranges and various locations.
“Sansiri will continue to strengthen its brand in Thai and international markets with aim to be top-of-mind real estate brand among international customers at all segments, especially high-end consumers. We recently opened SIRI HOUSE in Singapore to bring the experience of living in Sansiri style to new customers outside Thailand. We launched Sansiri Club Collection, which gathers projects that cater for new-gen consumers; and Sansiri Luxury Collection, which brings together luxury and super-luxury projects into one showcase, in order to created unique, tailor-made market communication and campaign that best meet the need and lifestyle of each target group.
More innovation and technology will be integrated into the business operation in order to bring ease and convenience to customers as well as enhance business performance. Key focus in 2019 is innovation for increased level of safety and security of living in Sansiri property, which is a major factor for consumers in making purchasing decision. Sansiri also continues to build an organization with sustainable growth by introducing Agile approach to enhance employee engagement among new gen working people, expanding Sansiri Green Mission as well as conduct Social Change activities to aid children in Thailand and other countries and being the first and only business enterprise in Southeast Asia to become UNICEF’s Selected Partner.
