11 Apr2016
PD HOUSE LAUNCHED STEEL HOUSE TO BE THE PIONEER IN HOME BUILDER INNOVATION
The fluctuation of the economy both domestic and international in the year 2015 effected business both big and small, industrial and commercial section. In home builder sector, Thai Home Builder Association disclosed that the value of home builder market in the year 2015 decreased to 10.3 billion baht or 4.6 thousand units ( average value 2.8-2.9 million/unit).This was below the estimation at the beginning of the year which forecasted that the total value of home builder market would be 10.6 billion baht. The value decreased is around 20%HOME BUILDER MARKET WILL RECOVERY IN THE YEAR 2016
Mr.Pisan Thammawiset, vice president of PD House Corporation Co., Ltd. Or PD House Hom4e Builder Center said that though the home builder market in the first two months of 2016 was not fully vigorous but there a sign of recovery in upcountry since the end of 2015 due to the visibly policy of the government
in infrastructure investment. Furthermore, the construction material dealers didn’t increase the material price and the builder entrepreneurs didn’t increase the cost of the construction so the consumers felt confident to build a house after wait and see for a period of time.
The recovery of home builder market then forwarded to 2016 which can be seen from the sale amount of the company. In the first two months (Jan-Feb 2016)of the 1st quarter the total sale amount was 300 million baht. Two hundred million baht of the amount came from THBA 2016 Fair and one hundred million was from the sale after the fair. It was forecasted that total sale amount of the first quarter of 2016 was 400 million. The total sale amount target of the year 2016 is 1,400 million baht that is 400 million plus each quarter.
It is believed that the second quarter sale will increase continually if there are no negative factors like political unrest to stop the confidence of people. Apart from external factors to encourage the purchasing power of the consumers, the company themselves have to find an innovation to encourage the purchasing power too.
*STEEL HOUSE” MARKETING STRATEGY
After a long research and development of PD Steel House or Wall Frame house will earnestly penetrate the home builder market in 2016 because it will be the trend of residential building in the future. There are many factors that will change the behavior of the consumers in building their homes. The Wall Frame house was popular in many countries for a long time but it was known in Thailand for only 5 years. It was still not well accepted by Thai people because the builders were not professional and could not provide full cycle service so there were some problems in the long run’
The company set the sale target at 100-200 houses in the first year with the market value about 200 million baht.The sale target is not high because the product is new.
**Advantages of PD Steel HousePD Steel House or Wall Frame house is a house built with High-tensile steel from Sweden. The steel is exceptionally strong, can endure high tensile so it is safe even in an earthquake. The steel is galvanized and light weight. It is 20 times lighter than concrete structure but highly strong and has a bearing capacity of about 7-8 ton for one wall frame. This kind of steel is different from that found in a market which is made from steel section that is easily rusted.
The wall frame composed of five layers. Start from the inner most most is a 12 mm. gypsum board, insulator, fiber cement, moisture resistant and then the outer most is a fiber cement. This will be assure that the wall is strong enough to any kinds of climate change.
The steel structure are assembled by screw and nut instead of welding to prevent rusting so it has a long life time. The company gives 20 year warranty for the structure. The duration of construction is about 3-6 months (depend on the size of the house).This will reduce the number of workers used in the construction and the customers can modify the house to meet their needs.
PD House currently provides three types of construction—1. Steel House 2.Prefab system and 3.Cast in place system which will widely respond to the taste and consumer behavior of the consumers.
READY TO GO ON DEVELOPING
The company officially launched PD Steel House or Wall Frame house in THBA 2016 Fair and was well responded by the customers. Four customers signed contract to build Steel House value around 12 million baht. The average living area of the houses are around 80-180 square meters.
Mr. Pisan also said that currently we have 20 designs for Steel House and eight more are being designed. The price of the house begins from 1.5 million baht with 60-100 sq. m. living area. The target group is those who want to build their second house upcountry or the investors or resort owners who wants a quick constructed and long life building and the work site located on a slope area. This location suits for this type of construction because the materials used are light weight, convenient for transportation and cost saving. In the future, the company will put the system like electricity in the wall together with doors and windows installed from the factory so the work will be faster.
“In the beginning period of launching PD Steel House into the market it is rather hard to get accepted from the consumers. The company intends to develop the products, build awareness among consumers because we are confident with our products, the steel used is a high tensile steel not a section that is easily rusted. Many advantages of PD Steel House will attract the customers.”Mr. Pisan concluded.
Those who are interested can acquire more information at PD House Home Builder Center more than 40 offices all over the country. We are ready to serve you.
Mr.Pisan Thammawiset
Deputy Chief Executive
PD House Corporation Co., Ltd