Summary of Sansiris 2026 Business Plan: Launching New Projects Worth 51 Billion Baht Amid Real Estate Market Challenges

Amid economic uncertainty clouding Thailand in 2026, the real estate industry does not appear "bright." Many market voices signal a warning of "real estate must not be forced" as Thailand's GDP is forecasted to grow below 2%. Coupled with numerous negative factors, many players have been forced to surrender their assets.

At a time when the battlefield is filtering out those who "cannot continue," the industry giant Sansiri is not in a position of survival uncertainty but is instead asking a more intriguing question: How to aggressively advance to outpace competitors in a weak market?

The announcement of a major business plan as the first in 2026 clearly shows that Sansiri chooses to "attack" when others "retreat." The question to follow is: What underpins this confidence, and what strategy allows this giant to remain unfazed amid the largest real estate economic reset in years?

Navigating challenges amid a "market correction" phase.

Initially, Sansiri's management revealed that the Thai real estate business has faced a Perfect Storm pressuring both demand and supply, divided into four main groups.

• Purchasing power crisis: Household debt surged to 90% of GDP, causing banks to tighten lending (Tightened Credit), resulting in a high loan rejection rate in the under 3 million baht housing segment.
• Distorted cost structure: Low GDP growth but continuously rising land prices (High Land Prices), compounded by a strong baht affecting foreign purchasing power.
• Social time bomb: Full entry into an Aging Society reduces future new home demand, alongside political instability affecting confidence.
• External factors: “Trump Effect,” tariffs, and geopolitical conflicts (Geopolitics) creating global economic uncertainty.

In such conditions, weaker brands start disappearing, with quiet layoffs and bond defaults occurring in the industry. However, this becomes an "opportunity" for Sansiri because when consumers are fearful, "brand trustworthiness" becomes the top factor in choosing housing.

Sansiri's 2026 business plan is not just steady but "precise."

Sansiri announced its 2026 plan with figures reflecting expertise, targeting sales of 48 billion baht and transfers of 39 billion baht through 33 new projects valued at 51 billion baht. This marks a value increase while the number of projects remains close to 2025 levels.

The key spearhead strategies are:

• Focus on Quality: Emphasizing Premium and Medium segments up to 80% to target buyers with real purchasing power and less affected by the economy.
• Horizontal Expansion: Launching 17 horizontal projects (worth 25 billion baht) under the Narasiri and Setthasiri brands, targeting DINK (double income, no kids) and Silver Age groups.
• Vertical Strategy: 16 condominium projects (worth 26 billion baht) introducing the new LOVE by Sansiri brand and reviving legendary names such as XT and THE MONUMENT.

Analysis of four core strength strategies to compete in a volatile market.

Phumipak Julmanee Choti, Chief Strategy Officer of Sansiri Public Company Limited, established four pillars ensuring the company not only survives but grows sustainably.

1. Focus on mid-to-high-end market: Efficient stock management maintaining ready-to-transfer inventory at 3,200–3,400 units to preserve liquidity.
2. Number 1 brand status: Leveraging strengths in design and after-sales service through Plus Property and LIV-24 as a shield against competitors.
3. New S-Curve: Expanding into home construction business "Crafted by Sansiri" (targeting 500 million baht) and establishing a 1 billion baht fund to invest in high-potential businesses aiming to increase new business revenue to 25% within five years.
4. Balance Sheet Management: Utilizing joint ventures to enhance financial flexibility and competitiveness.

Insights from the leader: "Real estate cannot be forced, but must proceed skillfully."

Uthai Uthaisangsuk, CEO of Sansiri Public Company Limited, offered a perspective reflecting market realities:

"Last year was a challenging competition year for real estate, from natural disasters to trade wars. Yet, thanks to Sansiri’s strength, we prevailed. Many analyses predict Thai GDP below 2% and that real estate cannot be forced, but Sansiri continues with a more diversified business plan. We emphasize the mid-tier and provincial markets, especially Phuket, which has high potential."

Sansiri also addresses concerns on three key issues.

• Rejection Rate: Sansiri’s loan rejection rate is only 10% (versus 40–60% in the market) because the sales team acts as preliminary credit assessors, and banks trust the brand’s collateral value.
• Bonds: The company confirms its stability, with no history of default and sufficient cash flow. Its bond offerings have consistently been oversubscribed.
• Foreign purchasing power: Continues to grow, with a 2026 target of 7.9 billion baht from expanding Japanese, Russian, and Indian customer bases.

Conclusion: When trust is the new growth opportunity for the real estate giant.

In summary, as the Thai real estate market enters the "Survival of the Fittest" era, where only the strongest survive, Sansiri proves that possessing assets worth 148,426 million baht and leading the industry in profits (9 months of 2025) is not luck but the result of sharp strategy and building consumer "Trust."

Despite a sluggish macroeconomy, for Sansiri, this is a period of "rebalancing" to leave only professional players and prepare for new growth when the storm clears.

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