Dare to do, dare to be afraid, towards the mission of leading "Proud Real Estate" to be Top of Mind in the hearts of Thai people.
Dazzling Wednesday Liptapanlop
Executive Board
Proud Real Estate Public Company Limited
dare to do dare to be afraid
To the leading mission "Proud Real Estate"
เป็น Top of Mind in the hearts of Thai people
“Having a father and an experienced board of directors have expertise Waiting to give advice It's a balancing act in doing business. Makes us dare to do with the courage to be afraid Think and walk carefully. To ensure that every step we take is stable. Might be a little slow But there is absolutely no way to fall hard.”
“Doing what others are already doing in the market. After all, we will be just the average in the market. If you want to be something better than others You must dare to do things that have never been done before.”
This is what Prawut Liptapanlop At the age of 35 years, he radiates business management concepts in both roles. Executive Board The main ship of Proud Real Estate Company Public Company Limited and family business in the name พราว group Covering the hotel and water park business in Hua Hin and Phuket
Expanding the family business
to real estate companies in the stock market
After gaining 2 years of experience at McKinsey & Company Thailand as a business strategy consultant, in 2555 Proudputh stepped in to don the executive hat to continue the family business of Proud Group by overseeing Mega projects such as Bluport Hua Hin Resort Mall, InterContinental Hua Hin Resort Hotel (Extension), Vana Nava Water Jungle Hua Hin Water Park Project, InterContinental Residence. Denses Hua Hin, InterContinental Phuket Resort Hotel, Andamanda Water Park Kingdom in Phuket With a total investment of over 20,000 million baht, every project, both hotels and water parks, is tied to the tourism industry.
Proudphut talks about the beginning of doing real estate business that It is an extension of the original business of hotels and water parks. This is a group of Long Term Assets that take ten years to pay back their investment. Therefore, it has been extended to a similar business. Real estate group that sees profits faster, but we are not looking at creating a one-shot profit-focused business, but looking at building relationships with buyers in the long term through the real estate business.
“The original background of the Liptapanlop family business. It started with a construction contracting business through the Prayun Wit Group of Companies. Behind the scenes of major national projects such as Park Road (Axis Road), international airport with passenger terminal. Sri Surat Bridge, etc.
Until leading to the founding of Proud Real Estate Public Company Limited and its listing on the mai stock exchange in 2562.
Plan business fireworks
The first project must be loud.
However, the path to administration is not strewn with rose petals. When a new real estate company Not long after its launch, it was hit by a wave of Covid. But that turned out to be a turning point from crisis to opportunity for Proud Real Estate because it launched its business with a project. “Intercontinental Residences Hua Hin” which was a time when people were afraid of Covid. Refrain from traveling outside the country. Consumers therefore turn to spending money domestically. Especially the Luxcury group makes Hua Hin a hot tourist destination.
In addition, work behavior has changed from having to go to the office to Work From Home and Work From Anywhere, encouraging people to find a new working lifestyle, such as waking up to see the sea. But can still work as before. These factors drive the demand for houses in Hua Hin to expand.
Praophut told him that Entering the real estate business is highly competitive and is a Red Ocean. Therefore, opening your first project must be special and at the Talk of the Town level. and is the first communication voice of the brand on a large scale.
Since the launch of the project “InterContinental Residences Hua Hin” is a beachfront vacation home condominium and is the first Branded Residence in Thailand to use the brand. “InterContinental” of IHG, a global hotel chain and launched with the New High price of Hua Hin at the price 250,000-300,000 baht/sq m. Currently 95% sold or even the project "Weha Hua Hin", a luxcury Mixed-use condominium in the heart of Hua Hin city. where every unit sees the sea
As well as the latest project that has just been launched is the "Rom Convent" project, a luxury condominium on Convent-Sathorn Road with a starting price of 8.5 million baht and 2 penthouse units with a maximum price of 150 million baht. Rooms, which in the Sathorn-Lumpini area will become the new CBD of Bangkok. It is also close to future mega projects such as One Bangkok and Dusit Central Park, Dusit Thani's large mixed-use developments, and Park Silom.
It's no different from 8 years ago when fireworks were set off at Vana Nava Water Park at a time when Thailand still had only a floating water park. There is no water park with exciting rides. and collected a price of thousands of baht before When it was launched, it was widely discussed.
“At that time, it was a small beginning. That is, we intend to answer the needs of people traveling to Hua Hin more perfectly. and extend the hotel stay to more than 2 days from Inside, where people come to Hua Hin on Saturday and return on Sunday. As a result, a water park next to the hotel was born. To make people live longer For the real estate business as well, we try to do new things that have never been seen before in the market. We have to dare to do it and make it unique. If we make things that are already in the market We will become just the market average.”
"dazzling Real Estate" would like to be
Top of Mind in the hearts of Thai people
Proudputh said that Proud Real Estate has set the vision of "More Than Just Living" or "things that are more than just housing" by focusing on the issue of “Living” is more than just “living” to answer every dimension of every day. with perfection Unity with the environment including nature and community In order to overcome living in the old way and create sustainable value for society
“We will take our time gradually building one product. We do not set a goal of opening 5-6 projects per year or having to make sales of tens of billions of baht per year. By choosing a location that is special Whether it is a beautiful plot of land next to the sea or plots in the middle of the CBD zone in Bangkok and focus on the Niche Market, making condominiums and high-end houses. The Luxcury Group targets Hua Hin, Phuket, and Bangkok locations.
Proudputh reiterated that “We look at the needs of consumers from every angle in areas with different characters. To access the lifestyle of the buyers of each project We are not trying to capture real estate trends. Because it goes so fast Today's trend is another 2-3 years until the construction is completed. People's needs have already changed. But we try to capture the lifestyle of people in each area in order to design for them to truly live their lives, or even 5-10 years later if their needs change. We must be confident that the assets we provide will have a higher value. Customers must also receive future profits from us.”
In the future, Proud Puth plans to make Proud Real Estate a Top of Mind. or a brand that is in the hearts of Thai people and is a high quality brand when people think of it Gain long-term trust from customers
Currently, the company has 4 projects in progress and for sale, with a total value of 10,760 million baht, including 1. InterContinental Residences Hua Hin, a world-class condominium worth 3,813 million baht, 2. Weha Hua Hin, a luxurious condominium. Suree, worth 2,290 million baht, 3.V Ari, a detached house in Ari zone, worth 507 million baht, and Rom Convent, a luxury condominium in the CBD area of Bangkok, worth 4,150 million baht.
By the end of 2566 to the beginning of 2567, another budget of 1,600 million baht has been prepared to develop 1-2 additional real estate projects. At present, interesting areas such as Samui, Khao Yai, Pattaya are being studied. In the future, look at real estate development. At the premium level, both horizontal and vertical. From the beginning, we mainly focused on the Luxcury market in order to expand growth.
In addition, from the aftermath of the official opening of the country causing tourists to start coming into Thailand and has a positive impact on the real estate sector As for the company's condominium portfolio, 10% were purchased by foreigners, especially Europeans and Russians who have begun to buy homes in Thailand. To escape from the state of war and politics in the country The Proud Real Estate project will focus on Hua Hin and Bangkok, which are tourist zones that foreigners are interested in.
สำหรับปี 2566 บริษัทตั้งเป้ายอดขายไว้ที่ 3,200 ล้านบาท เพิ่มขึ้น 10% จากปี 2565 แบ่งเป็นโครงการรมย์ คอนแวนต์ 2,000 ล้านบาท โครงการเวหา 800 ล้านบาท และโครงการวีอารีย์ 500 ล้านบาท ส่วนยอดรับรู้รายได้ปี 2566 ตั้งเป้าไว้ราว 2,500 ล้านบาท จาก 2 โครงการหลัก คือ อินเตอร์คอนติเนนตัล 2,000 ล้านบาท และวีอารีย์ 500 ล้านบาท
Move slowly...but don't fall hard.
Principles from Father's teachings
In addition to management strategy The concept of Proudputh's work is partly derived from strong DNA from grandmother Charatpim Liptapanlop Owner and Chairman Prayunwit Group that has a philosophy in doing business that “Don't look at just the greatest profit. Because every business must survive in the long term. Everyone must go with us. both partners and customers.”
The teachings of father Suwat Liptapanlop former deputy prime minister Emphasis will be placed on doing things for the country and society.
“One of the reasons why our company focuses on the tourism business. Because when there is investment, it will benefit the community from small things. is employment or even doing things for the environment through company policies, such as at Anda Water Park in Phuket, no plastic bottles are brought into the area. But use the glass and refill the water throughout the day.”
At the same time, in the management of Proud Real Estate, Father Suwat came in to help give advice. As most of the company's management team manages startups or new businesses, Have the initiative to do new things all the time, think quickly and act so quickly that sometimes along the way you may lack due diligence.
“Having a father and an experienced board of directors have expertise Waiting to give advice It's a balancing act in doing business. Makes us dare to do with the courage to be afraid Think and walk carefully. To ensure that every step we take is stable. Might be a little slow But there is absolutely no way to fall hard.”
Follow the People column in the Finance and Banking Journal, April 2566 issue, issue 492, in digital format: https://goo.gl/U6OnIi
Including channels for ordering banking and finance journals Both current and past editions Complete in one place: https://moneyandbanking.co.th/2023/18250/
