Prasopsak Sirisophana, Chief Executive Officer of Peace & Living Public Company Limited or PEACE, said that the company is preparing to list on the Stock Exchange of Thailand and offer the first public offering (IPO). To strengthen financial position and increase business expansion capabilities Support the development of new projects as well as becoming one of the leading low-rise real estate developers in Thailand
At present, the Company focuses on the development of low-rise residential properties such as single-detached houses, twin houses, and 2-storey and 3-storey townhomes in Bangkok and its vicinity under the brands “The Glamor”, “Cordiz” and “Cher”. The latest 2 brands are “Cherene” and “CHEREA VICINITY”. The company’s main customers are middle-class, outer-class Bangkok residents and suburbs who want low-rise homes. Easy to travel in and out of the city
Highlights of the company’s projects is a modern design To have a high living space in the house and provide a shady atmosphere Paying attention to details by emphasizing on the principle of “building a house like our own” by emphasizing the combination of both traditional construction technology (Conventional) and structural walls such as precast concrete. Most of the project locations are located near the main road. near public transport making it easy to travel in and out of the city In addition, the company It also takes care of the establishment of a juristic person and provides following-sales services to the residents. for the convenience of the children making it truly meet the needs of modern consumers
“The Company adheres to the vision of the organization, which is to be successful in the real estate development business. Strengthen the brand to be able to grow continuously and sustainable under the principles of good governance Taking into account the environment, society and all groups of stakeholders, including customers, shareholders, employees, and business partners, so that every part can benefit as they should. Through the strategy to create 3 types of growth: 1. Product strategy. Develop a low-rise housing project A variety of segments, including single-detached houses, twin houses, and townhomes to cater to the needs of diverse customer groups and surveying the demand and competition in the current market (Demand & Supply) by the Company’s internal market research team to bring the data to analyze the behavior of target customers in the area before project development to develop products to meet the needs of different customers in each area and giving importance to designing houses to have usable spaces to support current and future living needs 2. Pricing Strategy The Company has selected land in potential locations in terms of location, land size and land price. There is a project feasibility study. (Feasibility) to be taken into account in the purchase of land to obtain a reasonable price. and is a price that can be developed and competitive and set the price by taking into account environmental factors such as cost, project potential competition conditions land price trend and reasonable profit margins for the residential real estate industry in line with the customer’s ability to buy under the concept of “every plot of land in the world”, enabling the company to close the sale within a period of time according to the project plan and 3. marketing communication and sales promotion strategies Industry conditions are analyzed and market research is regularly conducted in detail in order to formulate marketing strategies from project development to sales. and to be aware of changes in industry conditions, market conditions, current competition and future trends and to reach the targeted customers By choosing the media that is suitable for the target audience that wants to communicate. Ready to monitor the efficiency to continuously adjust the marketing plan.”
Chief Executive Officer PEACE said that from the strategy that has been made continuously. As a result, the company Success in real estate business be trusted have consistent operating results and has good inventory management Therefore, the house can be sold and all past projects can be closed. according to the goals set
For 3 future projects, currently under development. It is expected to be launched gradually in the 3rd quarter of 2022 onwards, with a total project value of over 3,045 million baht, divided into 1. Project Cherene Krungthep Kreetha – Romklao is a detached house. The project value is approximately 648 million baht. 2. Project CHEREA VICINITY Ratchaphruek – Jesadabodin is a single house, twin house and 2-storey townhome with a project value of approximately 1,845 million baht and 3. Project Cher Ratchaphruek – Rama 5 is a 2-storey townhome with a project value of approximately 552 million baht. PEACE’s project will focus on building the best quality homes for each group of customers. at a reasonable price ready to focus on buyers who want low-rise housing that comes with various functions that meet the real lifestyle of living
Mr. Chantawit Oranrattanachai, Assistant Managing Director of Finance and General Administration, Peace and Living Public Company Limited, said that the Company has been able to generate continuous growth in operating results. Both revenue and net profit from 2019 with total revenue of 429.77 million baht, increasing to 866.88 million baht in 2020 and in the first 9 months of the year 2021 had total revenue of 809.57 million baht, a growth of 40.82% from the same period of last year with total revenue of 574.86 million baht
while the net profit in 2019 was at 31.51 million baht and increased to 133.71 million baht in 2020 and the 9-month period of 2021 had a net profit of 150.75 million baht, an increase of 74.68% from the same period last year with a net profit of 86.30 million baht. This is a strong performance growth. from the gradual recognition of ownership transfers of various projects such as the Cher Ngamwongwan – Prachachuen project, the Cher Suksawat – Phutthabucha project, etc. As of September 30, 2021, the Company has 7 projects in the process of selling and transferring ownership with a total value of approximately 4,717 million baht, with total Selling pending ownership transfer (Backlog) 600 million baht, coupled with the company’s debt-to-equity (D/E) ratio management and low cost of fund interest rate, at the same level as leading companies in the industry. This gives the company the potential to buy land. for supporting the leaping growth in the future as well
Mr. Prasert Tantayawit Managing Director investment banking department Maybank Securities (Thailand) Public Company Limited as a financial advisor and underwriter and underwriting manager said that the company is considered very successful in the real estate business. reliable stable financial system Never faced NPL debt problems with financial institutions even during the 1997 economic crisis.
for Peace and Living Plc. Has registered capital of 420 million baht, par value (par) of 1.00 baht per share, with paid-up capital of 336 million baht, representing 336 million ordinary shares and will be offered to the public for the first time (IPO). Exceeding 84 million shares, representing 200% of the total number of issued and paid-up ordinary shares It is expected that PEACE will be listed on the Stock Exchange of Thailand (SET) within the first quarter of 2022 by bringing the proceeds from this offering. following deducting related expenses to be used as an investment in the purchase of land for the development of real estate projects and used as working capital within the company
