SCG Smart Living highlights positive signals affecting the overall construction materials and real estate business, continuously adapting to meet consumer needs. They are focusing on Affordable Segment products, providing more options for customers with limited purchasing power. The company is pushing green products and solutions that align with environmental trends and energy savings, such as Solar Roof and low-carbon construction materials. They are also shifting production to use more renewable and clean energy, developing production formulas, and increasing raw material diversity to optimize cost management. The company aims for 5-7% growth amid a low-growth market.
Projections indicate that the overall construction materials and real estate business in 2025 is expected to expand by 3% in government construction value, driven by upcoming mega infrastructure project tenders in transportation. Private construction is anticipated to grow only 1%, reflecting a slow recovery in the housing market – a relatively modest growth compared to 2-3 years ago, due to market oversupply. Meanwhile, retail spaces and office rental markets are expected to continue expanding at an average of 0-2% and 2-4% annually, respectively, based on ongoing project completions.
This real estate growth trajectory impacts SCG Smart Living, under SCG Cement-Building Products Company. Managing Director Wiroj Rattanachaisisth revealed that their short-term plan will continue focusing on market and competitive adaptation. They will:
- Introduce Affordable Product lines across roof, board, synthetic wood, and exterior wall decoration segments
- Continuously reduce costs while maintaining product and service quality
- Accelerate new business growth
- Integrate AI to help employees and partners quickly access product information, installation methods, and product design
“We are accelerating new business growth with increasing future demand under the new brand ONNEX by SCG Smart Living, such as Solar Solutions or Smart Energy. We’re expanding service formats from engineering design to project permits and comprehensive system installation, targeting businesses, entrepreneurs, and investors. We have diverse Business Models and Solar systems to present to customers and stakeholders in the Solar Industry ecosystem under the EPC+ concept.”
Environmental challenges are increasingly impacting construction materials and building industries. Without adaptation, competitive capabilities will inevitably be lost.
“We’re seeing heightened awareness about carbon reduction and Net Zero goals from property developers and manufacturers. SCG has consistently pursued these strategies, resulting in low-carbon construction materials through clean energy and biomass production, increasing recycled and waste material usage to replace natural resources. Our Smart Living business has 70% of its product and service portfolio certified as SCG Green Choice, following the Inclusive Green Growth concept that prioritizes developing technologies to reduce product carbon emissions while maintaining quality, aesthetics, and durability.”
Currently, over 50% of SCG Smart Living products are carbon footprint certified by Thailand Greenhouse Gas Management Organization (TGO). They’ve also received Environmental Product Declaration (EPD) for fiber cement board and decoration materials, guaranteeing low-carbon, environmentally friendly products with international standards. Their goal is to have 80% of Smart Living construction material products with carbon footprints by 2025, preparing for the anticipated Climate Change Act.
Additionally, SCG plans to collaborate with real estate developers to recycle construction waste materials, integrating them into product production and reusing products in the same projects. Though the volume is currently small and requires significant process adjustments, it represents a promising start in reducing construction waste and carbon emissions.
Long-term planning continues to focus on developing sustainable construction materials that reduce greenhouse gas emissions, supporting industry trends towards Net Zero Buildings with low-carbon products. They’re also accelerating the development of easier, faster installation systems to help reduce increasingly expensive and scarce labor costs.
Their work plan follows the organizational “Way of Work” culture: collaboration, customer-centricity, and an entrepreneurial mindset that seeks new business opportunities, encourages employee learning, and adapts to innovations like environmentally friendly materials and energy-efficient construction technologies.
“We’re an organization that prioritizes understanding customer needs and developing quick, accessible solutions with pricing options. Our commitment is to improve Thai people’s living conditions through our promise of ‘Greenovation for Better Living’, knowing that homes and buildings will be with customers for a long time.”
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