Saranyu sees Property Perfect fully integrated
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Property Perfect's Saranyu Ngowsirimanee, son of founder Chainid Ngowsirimanee, targets the listed company becoming a developer of both residential and commercial buildings serving all categories and generations in the market.
Saranyu, 30, who is senior manager in the business development division of the company’s project planning department, said his work in the planning department since joining Property Perfect seven years ago entailed researching customer behaviour before designing residential projects to match demand.
He is also interested in the development of new products to support demand from all generations of buyers in the market.
“Our first product designed from my own experience is the Uniloft dormitory, which follows my time staying in a dormitory in Australia and the need to develop the quality of housing for university students in the Thai market. This project was more than four years in the design stage before being launched onto the market,” he said.
From residential accommodation focused on the university-student market, Saranyu is also keen to develop housing for the retirement market.
“We are a property developer that wants to develop products to cover all demand segments,” he added.
He said that although he was the son of the company’s major shareholder and top management officer, he had had to start work at the staff level before proving that he had the ability to join the ranks of middle management.
“I have learned from senior management how to do business, and I believe in teamwork rather than a one-man show. This was the way my father developed the business over nearly 30 years, having founded the company and then driven its growth,” he said.
Saranyu said the focus should not, however, solely be on developing residential projects. He expects Property Perfect to become a developer of integrated products, including residential, retail, hospitality, dormitory and office.
Overseas investment is another strategy for expanding the business, with the company’s first foray having been in Japan last year.
“Our goal is to drive business growth and be the market leader under the concept of integrated property firms that serve demand in all market segments,” he said.
He also targets driving business growth with a high net profit margin of more than 10 per cent. This is despite the company posting a margin only 3.3 per cent in the first quarter of the year, after making a net profit of Bt83.42 million from revenue of Bt2.46 billion.
Property Perfect, founded by Chainid in 1985 with registered capital of Bt300,000, now has registered capital of Bt5.96 billion.
The company posted revenue of Bt9.29 billion and net profit of Bt233.81 million for last year, and targets revenue of more than Bt10 billion this year.
