In the tough retail business, Kobchai Chirathivat, president and chief executive of Central Pattana, must feel fortunate that he has everything on his side to ensure the sustainable growth of the empire.

He has God in his heart, and supporting him is the strong network the Central Group has built up over the past five decades.

Through Christianity, Kobchai believes that God has always been beside him and has helped him better understand the world. He has applied that understanding in his work.

"All humans are sinful from birth," he says. "Whenever they have money, or whenever new products are launched, all they want is to spend and claim ownership of the new products."

That suits him well, because Central Pattana - the country's leading developer of major shopping complexes - has to find and implement all possible strategies to lure people to spend as much as possible.

Kobchai should be pleased with the company's achievements. It has developed many shopping complexes around Bangkok and upcountry, including Central Plazas at Lat Phrao, Pinklao, Bang Na, Rama II and Rama III, Central Festivals at Pattaya and Phuket, and Central Airport Chiang Mai. Under his leadership, at least 18 more shopping complexes are planned by 2010, and up to 30 in the next 10 years.

Despite being slow to move, Central Pattana is also embarking on overseas investment, and Kobchai is convinced it will be just as successful overseas as it is locally, thanks to three main elements.

First, Central Pattana has operated department stores for many decades and has gathered much experience in running shopping complexes. "Only experienced players know how to maintain shopping complexes so that they look forever new, even though time passes."

Second, the empire has an extensive network of business partners who are ready to work with Central Pattana as a single team.

If Central Pattana builds a shopping complex anywhere, it is guaranteed that Central and Robinson department stores, the supermarket chains, MK Suki and Minor Group will be there, and once the leading brands are on board, they will attract other retailers, big and small.

"Usually, we can close space sales within weeks," Kobchai says. "Without such partners, an operator will have problems luring tenants. Nobody can guarantee that they will come with us, and if they don't, we'll run into deep trouble."

Third, Kobchai attributes the success of new complexes to Central Pattana's expertise in designing. New centres must be functional and convenient, with the ability to constantly change to capture shoppers.

"In Asia, there is no company like us," Kobchai says. "We have all that distinguishes us from others."

Thanks to its listing status on the Stock Exchange of Thailand, the company has also succeeded in launching a property fund to raise money for the construction of a new development project, without having to raise the company's debt-to-equity ratio. This practice looks likely to be adopted if Central Pattana decides to invest overseas, something it has been planning for several years.

Kobchai says Central Pattana might be slow in implementing its plan, but he prefers to ensure that its first overseas outlet will be a success.

"In going overseas, we want to be slow but sure. We are studying several markets, including China, Vietnam, Indonesia and Malaysia. However, we need to be thorough as it takes time to find prime locations. Locations are a life-and-death matter for all shopping complexes. Without the right locations, we wouldn't do it.

"All the way, we know we stand a chance, particularly in China. Most people know about the bustling business conditions of Shanghai and Beijing. But not many know that China has more than 20 cities with over 10 million inhabitants."

Overseas or locally, Kobchai believes that people can't live without shopping complexes. Everywhere, they have become a major part of people's lives. They are places where business people meet, where shoppers make themselves happy by spending, where entertainers can find entertainment services.

For the present and in the near future, Central Pattana will stick to its four main development concepts - Central World, Central Plaza, Central Festival and Central Town - depending on the locations and sizes. No matter how different they may be, they are meant to be one-stop shopping centres, at least in Kobchai's opinion.

He spends time wandering around in shopping complexes and it's perhaps not surprising that he believes the four concepts will fit all situations, now that they satisfy him. "Some days we may want to live a quiet and simple life, so we go to smaller complexes where traffic is light. But on other days we want to mingle with big crowds."

Locally, he foresees the day when specialty shopping complexes will arise, in which entire complexes are dedicated to specific groups of products.

"A complex in Tokyo offers the entire range of hobby-related products, while there is a designer complex in the US where people can find all designer products," he says. But he admits it could take years to develop in Thailand. The purchasing power here is not very high and he says such innovations need - of all things - grooming from parents.

Right now, people go to complexes to dine, to watch movies, and for gaming. It will take time before parents take their kids to music classes or sports venues, but at that stage, he believes a new generation will drive new retailing demands.

Kobchai Chirathivat is a surprising man, with so many lessons to offer. Yet he leaves one wondering where he learned his many business ideas, when he is clearly more willing to spend time in church, swimming at his gym, or strolling through local shopping complexes than travelling overseas.

"God has blessed me with hearing," he says. "I talk to everybody, even chauffeurs, and I remember all the conversations by heart. I have not travelled a lot, but talking keeps giving me new business ideas. Walking around shopping complexes also helps. A trader needs to know what clients feel."

Achara Deboonme

The Nation