Sansiris 2026 Business Plan: Launching New Projects Worth 51 Billion Baht Amidst Real Estate Challenges and Strategic Competition

Amid the uncertainty enveloping Thailand's economy in 2026, the real estate industry's outlook is far from "bright." Market voices are increasingly warning against forcing real estate growth, as Thailand's GDP is forecasted to grow below 2%, compounded by numerous negative factors that have forced many players to abandon their positions.

However, at this battlefield moment where players unable to continue are being filtered out, the giant Sansiri is not in a position of survival uncertainty but is instead raising a more intriguing question: how to aggressively advance to widen the gap from competitors in a weakening market?

Sansiri's announcement of its major 2026 business plan is a clear answer that the company chooses to "attack" when others retreat. The key question is: what underlies this confidence, and what strategies enable this giant to remain unfazed amid the most significant real estate economic adjustment in years?

Navigating the storm: challenges amid a "market correction" mode.

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 soared to 90% of GDP, prompting banks to tighten lending, resulting in a very high loan rejection rate in the housing segment priced below 3 million baht.
• Distorted cost structure: Low GDP growth but continuously rising land prices, exacerbated by a strong baht affecting foreign purchasing power.
• Social time bomb: The full onset of an aging society reduces future demand for new homes, alongside political volatility impacting confidence.
• External factors: The “Trump Effect” and tariffs, plus geopolitical conflicts generating uncertainty in the global economy.

In such conditions, weaker brands have started disappearing, with quiet layoffs and bond payment defaults occurring in the industry. Yet this has become an "opportunity" for Sansiri because, when consumer confidence falters, "brand trustworthiness" becomes the top factor in housing purchase decisions.

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

Sansiri announced its 2026 plan with figures reflecting seasoned expertise, setting a sales target of 48 billion baht and a transfer target of 39 billion baht through launching 33 new projects valued at 51 billion baht. This represents an increase in value but a decrease in project count compared to 2025.

Key spearhead strategies include:

• Focus on Quality: Emphasize Premium and Medium segments up to 80% to target buyers with genuine purchasing power who are less affected by the economy.
• Horizontal Expansion: Launch 17 landed projects (valued at 25 billion baht) featuring the Narasiri and Setthasiri brands, targeting DINK (dual income, no kids) couples and the Silver Age group.
• Vertical Strategy: Develop 16 condominium projects (valued at 26 billion baht), introducing the new LOVE by Sansiri brand and reviving legendary lines like XT and THE MONUMENT.

Analyzing the foundation of strength: four strategies to battle market volatility.

Poomphak Julmanichote, Chief Strategy Officer of Sansiri Public Company Limited, has laid the foundation on four main pillars that will not only help the company survive but also grow sustainably.

1. Target mid-to-upper market: Efficiently manage inventory to maintain an appropriate ready-to-transfer stock volume (3,200–3,400 units) to preserve liquidity.
2. Top brand status: Leverage strengths in design and after-sales services through Plus Property and LIV-24 as a shield against competitors.
3. New S-Curve: Expand into the homebuilding business "Crafted by Sansiri" (targeting 500 million baht) and establish a 1 billion baht fund to invest in high-potential businesses, aiming for new business revenue to reach 25% within five years.
4. Balance Sheet Management: Utilize joint ventures to increase financial flexibility and enhance competitive capabilities.

Perspective from the commander: "Real estate cannot be forced, but must proceed with expertise."

Uthai Uthaisangsuk, CEO of Sansiri Public Company Limited, offered an insightful perspective reflecting the market reality:

"Last year was a challenging competitive period for the real estate business, from natural disasters to trade wars. However, Sansiri's strength enabled us to overcome these challenges. Many analyses suggest Thailand's GDP may fall below 2% and that real estate cannot be forced, yet Sansiri continues with a business plan that diversifies risk. We emphasize the middle market and provincial areas, especially Phuket, which has high potential."

Moreover, Sansiri alleviates concerns on three key issues.

• Loan Rejection Rate: Sansiri's rejection rate is only 10% (compared to 40–60% in the market) because sales staff act as preliminary credit assessors, and banks trust the brand's collateral value.
• Bonds: The company confirms stability with no history of default and sufficient cash flow; bond issuances are typically oversubscribed.
• Foreign purchasing power: Continues to grow, with a 2026 target of 7.9 billion baht, driven by increasing customer bases from Japan, Russia, and India.

Conclusion: When confidence is the new growth opportunity for a real estate leader.

We can conclude that as Thailand's real estate market enters the "Survival of the Fittest" era—where only the strongest survive—Sansiri has demonstrated that its assets totaling 148,426 million baht and its industry-leading profits (based on the first nine months of 2025) are not due to luck but to sharp strategy and building "trust" in consumers' minds.

Though the macroeconomy appears sluggish, for Sansiri, this is a period of "rebalancing" to leave only professional players and prepare for new growth when the skies clear after the storm.

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