KUALA LUMPUR, 25 February 2020 – UEM Sunrise today unveiled its strategy to drive growth and sales for 2020 with the media at a briefing session held at Kiara Bay. The Company is focused on delivering quality and exciting products to their customers while they continue to enhance UEM Sunrise’s brand value with the recent launch of an immersive rebranding exercise to unveil UEMS 2.0.
As UEM Sunrise embarks on its ten-year business cycle and in conjunction with the 50th anniversary since its founding, the company resets the organization for the next growth story. The tagline “Find Your Happy” is now an important part of the UEM Sunrise brand moving forward. It represents the company’s efforts to design, create and curate spaces for their customers, partners and stakeholders so that they can prosper, grow and find happiness.
The Company had previously launched its new, colourful and vibrant UEM Sunrise brand values (Caring, Honest, Involved, Enthusiastic and Fun-Loving or CHIEF) in an internal town hall last week in which all 1,100 staff have been duly appointed as “Chief Happiness Officers”.
“UEM Sunrise’s (UEMS) brand story is at heart, one of belief, optimism and resilience. As the pioneer developer of Mont’Kiara and Iskandar Puteri, we have shown the importance of a strong vision and strength in execution to create what stands today as transformative developments emulated and copied by many, a perfect example of how we create value through strong vision and mission,” said Anwar Syahrin Abdul Ajib, Managing Director/ Chief Executive Officer of UEM Sunrise.
UEM Sunrise’s rebranding efforts are fueled by their desire to do and be even better than before, particularly after their internal restructuring efforts under the New Operating Model (NOM). As a result, the new UEM Sunrise is leaner, flatter, more agile and has changed the way they do work. In meeting UEM Sunrise customers’ high expectations, the Company plans to evolve from being a pure property developer to a full-fledged Real Estate player – from building houses to a company that operates in multi-asset classes, explore options to grow the business either by expanding geographically, acquire high yield assets, pursue vertical integration etc.; and work with other strong brands to tap on their competencies and networks, which can help elevate the UEM Sunrise brand; and increase their sustainability efforts which are evident in most of their latest projects.
The Company is confident that this rebranding exercise will have a positive impact and have identified several areas to strengthen and help boost their sales:
- Residential – build on their competencies as a master-developer and high-rise expert to create more of our iconic Mont’Kiara townships in the local and international market;
- Retail – leverage on Publika’s DNA and replicate this in the new retail assets that they will venture in;
- Commercial – serve the niche market and select the location that they would want to be in e.g. fringes of CBD Australia, etc.;
- and Industrial – intensify their efforts in the industry by exploring new business models e.g. Build-to-Sell, Build-to-Lease, JV/Partner with industrial experts e.g. Axis, Maple Tree to curate best-in-class industrial developments and more.
In the final quarter of 2019, UEM Sunrise has shown resounding financial performance with total revenue recorded for the year increased to RM2,909 million compared to RM2,044 million for the financial year ended 31 December 2018 mainly driven by the completion and settlement of Aurora Melbourne Central and Conservatory in Melbourne, Australia. At the local front, the construction progress of Residensi Solaris Parq, Residensi Astrea, and Kiara Kasih are underway, replenishing the revenue of previously completed projects.
Meanwhile, 81% of the Company’s total revenue is from property development activities; 69% from Aurora Melbourne Central and Conservatory, followed by 16% from Central, mainly Symphony Hills in Cyberjaya, Residensi Solaris Parq in Mont’Kiara and Serene Heights Bangi. The remaining 14% is from the Southern region mostly Serimbun, Aspira LakeHomes and Denai Nusantara, in Iskandar Puteri.
For 2020, UEM Sunrise will continue to leverage on their expertise and competencies as township master planners to focus on their key growth areas – Gerbang Nusajaya, Aspira, Puteri Harbour, Kiara Bay. The Company plans to transform these areas into urban integrated livable ecosystem developments.
UEM Sunrise targets to launch a total GDV of RM2.0 billion focusing on mid-market landed mainly the Aspira themed products and a new mid-market landed development, Senadi Hills, both in the Southern region, in addition to new phases at Serene Heights Bangi in Central. They will also be launching Residensi Allevia in Mont’Kiara and Residensi Equine 9 in Seri Kembangan, including Solaris Parq’s first office block.
Divestment of non-strategic lands and assets as well as land portfolio rebalancing, remains one of the Company’s key strategies. There is also a lot of consideration going into their divestments to ensure that there is continuity of the intended purpose of what the asset has been earmarked. This will ensure that there is growth and continuous economic activities. Proceeds will be channeled for new ventures and opportunities which will include to secure new landbanks in hotspot areas including Melbourne, Sydney and London.