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EcoSpring, set amidst lakes and streams, is framed by a tropical landscape |
HAVING bulked up over the past year, property developer Eco World Development
Group has set itself a lofty sales target of RM5 billion in two years. Its
ability to execute has yet to be tested, but the new kid on the block has a
valuable asset on its side — an experienced team, says group president and CEO
Datuk Chang Khim Wah.
With its shiny marble floor and a high ceiling with
grand-looking hanging crystal lights, Eco World Development Group Bhd’s gallery
in Johor Baru looks more like a five-star hotel. The wow factor was just what
the company wanted. After all, says group president and CEO Datuk Chang Khim
Wah, quality is key to the developer.
Eco World has been making the
headlines since emerging on the property development scene more than a year ago,
and for good reason too. The company was formed and is headed by the same team
that made S P Setia Bhd the country’s foremost property developer. Its directors
include Tan Sri Abdul Rashid Abdul Manaf and Datuk Leong Kok Wah, both former
directors of S P Setia; Liew Tian Xiong, the son of former S P Setia president
and CEO Tan Sri Liew Kee Sin; Datuk S Rajoo who headed S P Setia’s developments
in the north; and Chang, who headed S P Setia’s southern developments. Kee Sin
joined Eco World’s board as a non-independent non-executive director on May 5.
Last year, Eco World acquired about 3,000 acres in the country’s three
main property hot spots — the Klang Valley, Penang and Johor. At the end of the
year, its holding company and Tian Xiong acquired a 65% stake in Johor-based
property developer Focal Aims Holdings Bhd for RM230.69 million.
On
April 25 this year, Eco World announced a major corporate exercise that will
give it an immediate and enlarged presence in the Klang Valley, Iskandar
Malaysia and Penang.
With proposed acquisitions of development rights
from its subsidiaries, Eco World will increase its landbank from 1,326 acres to
4,433 acres with its gross development value (GDV) growing from RM13.5 billion
to RM43.5 billion. This will expand its development pipeline from 3 to 11
projects, which are slated to be launched within the next one to two years.
Recently, the company acquired 309 acres in Canal City, Selangor, from Tropicana
Corp Bhd for RM470.67 million.
Eco World’s first two projects — the
9.6-acre integrated development EcoSky in the Klang Valley and the 325.1-acre
township EcoBotanic in Iskandar Malaysia — were launched late last year. As at
March 31 this year, the two developments had chalked up sales of RM1.13 billion.
With a larger size and presence in the property market, Eco World has
set its sights on transforming itself into one of Malaysia’s top property
developers.
An emerging force to be
reckoned with
Eco World has set itself what some may
consider an ambitious sales target of RM5 billion in two years (RM2 billion in
2014 and RM3 billion in 2015) — figures that are usually associated with big
names such as Mah Sing Group Bhd.
While it is a new kid on the block
with untested execution capability, it has a valuable asset — an experienced
team.
“Confidence is a key word. We have a team of very experienced
people. Most of us have been working together since the mid-1990s and have gone
through many cycles of development,” says Chang.
“We understand our jobs
and we have always been agile and able to adapt quickly. We come together to
brainstorm and in every difficult situation, we have been able to come up with
solutions. We believe this tradition is still being upheld in Eco World and I
believe in the team.”
Foo Gee Jen, managing director of CH Williams
Talhar & Wong Sdn Bhd (WTW), agrees that the people at Eco World give the
developer a distinct advantage.
“A lot of people see Eco World as
another S P Setia because the team Liew senior had built in S P Setia is running
the show in Eco World. I believe Eco World will do even better because most of
the team members are already well known in the market. So, it is not like any
other new developer. I can see customers of S P Setia following them to Eco
World,” says Foo.
To propel the company forward, Eco World has chosen to
focus on locations its team knows and understands — the Klang Valley, Iskandar
Malaysia and Penang.
“These are where the catchment and financial power
are. The Klang Valley is the capital, Iskandar Malaysia is growing while Penang
has an expanding economy. These are the three best spots in Malaysia to build
our base as quickly as possible. Our manpower is also concentrated in these
three areas and we won’t spread ourselves thin by focusing on them,” says
Chang.
“The first few years are very important to us, we have to get the
right product, the right marketing and quality. So we must be in locations we
know and understand.”
With four launches scheduled for May 25 and another
five to six targeted for the next 12 months, Chang feels that the company has
gained momentum.
“I think you can see we are a fast-growing company. We
are happy with our performance in the 18 months we have been around, but we also
know we have a long way to go. We are forever at the drawing board to find ways
to grow even faster.”
However, growing fast will not be at the expense
of the buyers, stresses Chang.
“Delivery is key. We can say anything we
want but in the end, we have to be able to deliver to not only our buyers, but
also our shareholders and stakeholders. I can’t comment on whether we have been
very successful, but we are rolling and we will give our very best.”
Based on the calibre of its team, there are certain expectations of Eco
World. In a May 11 report, CIMB Equities Research says Eco World will perform as
well as S P Setia and has the benefit of experience that will enable it to
achieve big success quickly.
Has this put pressure on Eco World to catch
up with the industry’s leaders?
While Chang cannot answer for the other
shareholders, he says he is focused on multiplying the company’s market
catchment and enhancing value for its shareholders and stakeholders.
“I’m not looking at our competitors. Yes, we came from S P Setia, but S
P Setia is just one company. There are many other big developers with certain
market share in the industry. As far as I’m concerned, our job is to expand as
quickly as we can, ensure we get the right product in the right place and then
focus on delivering. If we do all this right — and we do have all the people in
place to do it properly — I think the results will come.
“While we are
not overly concerned about the other companies, we still must have knowledge of
the market trends and movement. In the end, it’s about making sure we can
perform. If we are ahead, that’s good. If we have to catch up, then we will do
just that.”
Chang is keenly aware of the risks, citing the country’s
stability and the world’s economy as the two main factors that could derail its
plans. Even so, he is confident that Eco World is in a good position to ride out
any downturn with a diverse product range being one of its key
strategies.
“We already have the expertise to build a range of products,
whether it’s a township or commercial, integrated or industrial development. For
example, if the commercial market is not doing well, we can fall back on our
townships.
“We believe it’s good to have a presence in most segments of
the market, and we will continue to do so as long as we have the expertise. It
will help us if there are any adverse economic situations. Today, we believe in
our townships, we think they are attractive and will do well. Next year, it
could be something else. What’s most important is having the right people with
the right expertise.”
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EcoMajestic, the developer’s largest eco township in the Klang Valley, will have
landscaped gardens with gazebos |
Economic changes and market
risks
Maybank Investment Bank Bhd (Maybank IB) says in a
May 12 note that the implementation of the Goods and Services Tax and an
expected hike in the overnight policy rate will impact housing affordability,
which in turn will affect sales.
The research house notes that in a
scenario where property prices adjust 6% alongside a 50bps rise in interest
rates by end-2014, the Housing Affordability Index, which has been trending
downwards since 2009, could decline further. This could lead to a drop in
property sales.
In Iskandar Malaysia, where Eco World has seven projects with a GDV of more
than RM21 billion, Maybank IB says investors are concerned about rising
competition, especially with the entry of Chinese developers, and an oversupply
situation.
Chang believes Eco World has enough in its arsenal to attract
buyers and earn their trust.
“Changes in economic and government
policies are beyond any developer’s control. Whilst the market has been
challenging since the second half of last year, following the announcement of
numerous policies at both federal and state government levels to curb
speculation, underlying real demand is also very strong. Nevertheless, buyers
are increasingly selective and apart from good location and concepts, their
confidence in the developer’s brand and ability to deliver is of paramount
importance.
“Developers that have a strong track record and been able to
anticipate what the market wants and launch products that meet their customers’
current lifestyle needs whilst providing good long-term value appreciation
potential have continued to do well,” says Chang.
He points out that Eco
World launched EcoSky and EcoBotanic after the cooling measures were announced,
and both have “performed tremendously with combined sales achieved of RM1.13
billion”.
“It has a lot to do with our philosophy, marketing and design,
which we will continuously enhance. We are selling to a lot of end-users, so it
comes back to what we can offer them in a given point in time, and how we
moderate our pace accordingly. We want to be a developer where even in the worst
of times, people still have faith in us, and when they need a home, they will
still choose us.”
CIMB echoes Chang’s confidence, saying, “Eco World
should weather any slowdown in the property sector better than its peers as most
of its landbank is earmarked for landed townships where it has the flexibility
to alter its product mix. In the current environment, landed affordable homes
should continue to see strong demand as there remains a shortage of such
products.”
WTW’s Foo does not consider Eco World a new player and thus
does not think it will face risks that are commonly associated with new
companies.
“I think Eco World is equal to or even better than some of
the old hands in the industry because of its team. Put Liew senior, who has
officially joined the board, in the equation and it is even stronger.”
CIMB believes Eco World’s key weakness is its relatively high
obligations and start-up costs. It notes that after the recent acquisitions, the
group’s total borrowings will increase from RM52 million to RM208 million.
Including RM1.85 billion in deferred payments for land cost, total borrowings
would stand at slightly above RM2 billion. However, it says, high gearing is not
unusual for a company in the early stages of growth and strong sales and cash
flow should provide it with a buffer against high obligation levels.
It
also notes that as the company is new with an increasing number of employees —
and sales having started only last September — its profit margin is likely to be
compressed by high overheads.
“We estimate narrow pretax margins of 10%
to 15% in the early years, lower than S P Setia’s and the sector average of 20%
to 25%. But as many new projects will get off the ground in the coming years,
the high staff cost will be spread over many projects and economies of scale can
be reaped.”
Chang believes that with six projects to be launched by
year-end, Eco World will be able to achieve its sales target of RM2 billion for
FY2014.
“Our sales target for FY2015 of RM3 billion remains unchanged as
well. With another five projects to be added to the pipeline, we are confident
that we will be able to achieve the targets set.”
In the DNA
Eco World will
be launching four developments simultaneously on May 25. They are its flagship
1,073.1-acre township EcoMajestic in Semenyih, Selangor; EcoSpring and EcoSummer
with a combined 613.8 acres in Tebrau, Iskandar Malaysia; and the 612-acre Eco
Business Park 1. These have a GDV of RM11.14 billion, RM5.87 billion and RM3.8
billion respectively.
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Chang: Delivery is
key. We can say anything we want but in the end, we have to be able to deliver
to not only our buyers, but also our shareholders and
stakeholders. |
EcoMajestic will be the developer’s largest eco township in the Klang Valley
and is inspired by Malaysia’s rich heritage. The development will offer terraced
houses with colonial-style designs and bungalow lots. It will also have over 100
acres of green and open space, a sizeable 150-acre commercial precinct and a
dedicated LEKAS-EcoMajestic interchange to improve accessibility.
“The
freehold EcoMajestic is only about 20 minutes from Cheras and 10 minutes from
Kajang. Both areas are very densely populated, so we expect to see a spillover
from them. We named it EcoMajestic because it’s designed to be regal. There’s a
bridge at the entrance and we will have landscaped gardens with gazebos,” says
Chang.
According to him, the first phase will comprise about 600
terraced houses with a GDV of RM400 million and prices start at RM550,000.
“Once we have launched the residential component, we will start planning
the commercial part. We intend to build a new city centre for this corridor,
which may become the biggest landed strata development in the region.”
EcoSpring and EcoSummer, which sit side by side, are set amidst lakes
and streams, framed by a tropical landscape and inspired by classical European
architecture. It will offer a mix of affordable and upgrader terraced, cluster
and semi-detached homes. The freehold developments will have an 18-acre town
park, some 16% of which is reserved for greenery and lakes. Prices start at
RM650,000.
Eco Business Park 1 is a fully serviced green business park
catering for medium and light industrial businesses. It will comprise commercial
shopoffices, cluster factories, semi-detached factories, detached factories and
customised factories. Prices start at RM1.5 million.
“It is in our DNA
to emphasise landscaping in our townships. Key features of our developments are
gardens or ponds at the main entrance. Another important element is security. We
believe this is very important for our townships as well as our business parks,”
says Chang, adding that response to pre-sales marketing has been very
encouraging. He expects the launches to do as well.
“Wherever our
development is located, we always look for a high percentage of end-users. So,
we focus a lot on the overall design of our master plan and the environment to
make sure we are competitive on that front. It’s necessary to create that
critical mass in each township.
“We believe that if we do our townships
well, that will gain us a number of followers. And if they are happy with us,
they will buy our commercial properties and everything will fall into place. The
commercial land in the townships will become very valuable in the end with the
GDV as much as the overall development,” says Chang.
While Eco World is
targeting end-users, Chang says it is not neglecting investors.
“We want
investors to come in too as they bring a certain level of excitement, which will
generate momentum for us. So we want a combination of end-users and investors. I
think our products can offer both these groups good value.”
On a personal
note, Chang acknowledges that there is pressure on him, but as he is someone who
cannot sit still, “it has been a fun ride”.
“I think all of us get to do
more than what we did in our previous company and because our foundations are
already solid, we can afford to implement new ideas. We are still learning, but
we are not on a beginner’s curve. We have the spirit to push harder and because
we have the team in place, we can do so without too much fear. If we do what we
planned, our stakeholders and shareholders will enjoy the fruits of our
labours.”
This article first appeared in
The Edge Malaysia
Weekly, on May 19 - 25, 2014.
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