Seacon seeks 28% sales growth in 2022
Homebuilder Seacon aims for 28% sales growth this year to 2.4 billion baht as the homebuilding market resumes, with high-priced houses a key driver.
Managing director Manu Trakulwattanakit said the overall homebuilding market last year recovered from 2020, with market value totalling 20 billion baht, up 67% from 12 billion, which dropped from 12.5 billion in 2019.
"Key engines this year remain the upper-end segment, meaning units priced more than 7 million baht, as demand is strong. Last year, this segment saw growth of more than 85% from 2020," he said.
In 2022 Seacon expects 2.4 billion baht in sales, of which 1.9 billion is from Seacon and 500 million from Seacon ID -- a homebuilding subsidiary it set up last year to tap self-built home buyers who have their own design.
"Demand from those who want a self-built home in their own style is on the rise," said Mr Manu.
"Some customers were developers asking us to build townhouses in their projects."
An artist's rendition of a housing design from Seacon with a usable area of 1,068 square metres, priced from 20 million baht.
Last year, Seacon posted 1.88 billion baht in sales, a jump of 41% from 1.33 billion in 2020.
The company recorded an additional 180 million baht from Seacon ID, which saw the majority of sales from units priced more than 20 million baht.
Of the total sales in 2021, 55% came from large houses with a usable area of 351 square metres or larger, followed by 32% from medium-sized units of 200-350 sq m, then 13% from units smaller than 200 sq m.
"Online channels have become more popular," he said.
"Nearly one-third of our sales last year were from online platforms, with our website contributing 54%, Facebook 25% and Line 21%."
Mr Manu said the housing design trends this year are European style and modern minimal.
The company plans to continue offering home innovations, such as comfortable cooling and clean air systems, he said.
The firm founded 61 years ago has five branches: Srinakarin, Ngam Wong Wan, Bang Khae, Ram Intra and the headquarters in Si Phraya.