Message from Chairman

Mr. Viroj Thanalongkorn

Chairman of the Board of Directors

The year 2021 was another year when we kept adapting to the COVID-19 pandemic, which had a direct impact on the storefront sales channel, which accounted for the largest share of Sabina sales. This was affected by the widespread store closures between July and August. With the most store closings in 29 provinces, totaling 313 stores during the months of July to August 2021. Sabina Public Company Limited had to adapt to more difficult problems than the year 2020 in the first strike of the pandemic. Since 2020, we have received some aid from the government. In 2021, we had to balance between income and expenses by ourselves. In an unpredictable situation under the ongoing pandemic situation of COVID-19, Sabina Public Company Limited will be able to maintain operations in 2021 as expected with great cooperation both inside and outside the organization. Even though the total sales in 2021 was 9%, or 258 million baht, less than 2020, the total sales were 2,656 million baht, and we could create a net profit of 2021 which was 6% higher than the year 2020, accounting for a net profit of 294 million baht in 2021.

According to the operating results, the Board of Directors has resolved to pay a dividend of 0.85 baht per share, but since the Board of Directors had already resolved to pay the interim dividend in the amount of 0.41 baht per share, it is advisable to propose to the general meeting of shareholders on April 21, 2022 to approve the payment of another dividend at the rate of 0.44 baht per share, which is scheduled to be paid on May 19, 2022.

In 2022, the Company’s main goal is to drive total sales back to the point where we had the highest sales in 2019 by focusing on the development and improvement of all sales channels with the principle of reducing waste and increasing efficiency in every step of business operation and our keys are to focus on marketing planning and selling by using customer-centric marketing and connecting various joints to create a seamless customer experience. For communication with customers and various stakeholders, we focus on digital communication channels to speed up access to news and information as follows:

  • Facebook: sabinathailand
  • Instagram: sabina_ig
  • Tiktok: sabina_thailand
  • YouTube: sabina channel
  • Twitter: sabinathailand
  • Blockdit: Sabina
  • Line@: @sabinathailand

We continue to expand new distribution channels including new markets to foreign countries, continuously focusing on countries in Southeast Asia especially in CLMV countries (Cambodia, Laos, Myanmar and Vietnam) by adjusting the plan to focus on building brand awareness of Sabina products via online channels before entering the market with a storefront, depending on the suitability of each area and the opportunity to create a market in each country. The new resolutions and visions of the organization have been adjusted in order to be more modern and clearer in the Company’s business guidelines as follows:

“We are committed to creating product value as well as modern innovation to build confidence, giving our consumers a better life every day by focusing on managing the business to grow and have sustainable profits.”

In 2021, we, Sabina, were proud to be named as one of the sustainable stocks of Thailand Sustainability Investment (THSI) for the year 2021 by the Stock Exchange of Thailand. This reflected the adoption of sustainability strategies in business management, having a good risk management process, adapting and creating competitive opportunities through business innovation. In addition, this sustainable stock in 2021 had a comprehensive crisis management approach to cope with the pandemic situation clearly, despite having to face hardships from the spread of COVID-19.

Another pride of Sabina was the Rising Star Sustainability Awards from the 18th SET Awards 2021 organized by the Stock Exchange of Thailand in collaboration with the banking and finance journal. It was considered from listed companies that stand out in sustainable business operations as a whole, taking into account the environmental, social and governance (ESG) goals. The award reflected Sabina’s commitment to corporate governance principles for the benefit and equality of all relevant sectors along with business operations for sustainable growth of the organization including passing on good opportunities to society and the public through various projects that Sabina has always undertaken whether it’s a breast implant to be delivered to breast cancer patients who have undergone surgery, the Zero Waste program, or the financial literacy program to help indebted employees live a better life.

On behalf of the Board of Directors, executives, and employees, we will adhere to business operations under the principles of good governance to build the organization’s sustainability. We truly thank the shareholders, customers, business partners, business alliances as well as all stakeholders for the trust and confidence in the potential of the Company that you have always given to the Company. We are ready to take Sabina to become a regional brand and one of the proud Thai brands of Thai people.