Sansiri Shifts Strategy to Quality Over Price Competition

Sansiri is advancing its "Sansiri WELL, IN EVERY DAY" strategy, elevating residential development toward a well-being ecosystem concept that emphasizes design, quality, and long-term service rather than price competition. The company plans to launch 12 new projects in the second half of the year, headlined by the 6-billion-baht "Burasirir Well Bangkok Greetathon" project.

According to Phukkhapriang Karun, director of residential project marketing at Sansiri Public Company Limited, the real estate market continues to face pressure from economic slowdown, triggering intense price competition across almost every segment. Many developers, especially in the premium home market, have resorted to price-cutting strategies to clear inventory. Sansiri, however, maintains a value-based competitive approach rather than engaging in a price war, believing that today's customers prioritize long-term investment returns—including construction quality, design, after-sales service, and property appreciation potential—over purchase price alone.

Over the past 40 years, Sansiri has developed more than 500 real estate projects comprising 130,000 units under the philosophy "Constructing Life, Not Just Building," covering design, service, quality, and sustainability. The company has now refined its strategy with the new concept "Sansiri WELL, IN EVERY DAY—A Good Life, Feeling Good Every Day," which integrates three core design disciplines: architecture, interior design, and landscape architecture. This elevates residential development from building homes to creating a well-being ecosystem that connects housing, community, services, and lifestyle, aiming for residents to "live well and feel good every day."

At the Sansiri Insight Talk event, the design team—comprising Watanyoo Tantiwongse (Creative House director), Patmavadee Disson (product development associate director), and Peer Posyanont (product development manager)—revealed the thinking behind integrating the three design disciplines. They emphasized that design is not merely about aesthetics but about creating sustainable well-being. Sansiri believes the definition of "home" has evolved from emphasizing size or luxury alone to competing on quality of life and residents' emotional well-being—homes that provide genuine rest and can serve residents well for 20 to 30 years ahead.

The "Sansiri Well in Everyday" strategy integrates three core design disciplines. Landscape design creates ecological infrastructure, enhancing biodiversity and returning nature to urban areas through the concept of "Daily Dose of Nature," drawing on Harvard University research showing that proximity to nature reduces mortality rates and increases life expectancy by up to 12 percent.