㈱スンアィデリソ              ㈱スンアィデリソ              ㈱スンアィデリソ              ㈱スンアィデリソ     ?はにすか活にスネジビの業企系日~     ?はにすか活にスネジビの業企系日~    ...
2    つ持をジーメイな的体具てし関にクッピト     るせか活にスンャチスネジビの業企系日     む掴を要概策政境環の府政ルーポガンシ        本日のセミナー:内容と目的
3        すまいてしトーポサく広幅    を入参アジアの業企トンアイラク     にみ強をグンィテケーマB-ot-B     ムーァフグンィテルサンコたし化特に略戦長成のでクッィフシパアジア            ソリディアンス
4                                アシロ                              ンタスキパ                              アジア央中            アシネド...
5                           業卒部学文 学大塾義應慶                                  •      )ムラグロプーリグデルブダのとルークススネジビ学大立国ルーポガンシ(     ) ...
6                            グンリアニジンエ    スビーサ連関宅住・設建                  、築建                  連関宅住・設建ンョシーュリソびよお械機  、材素連関宅住・設建...
7                    般全アェウドーハ連関設建                      材水防                    、材封密用業産                                業産・  ...
ソリディアンス建設・住宅関連セクターにおけるプロジェクト実績粋抜部一※                          8
9                                                                            析分社弊              BCA’ Green Building Platinu...
10                                                                         :照参典出                                      BCA’...
では、日系企業のビジネスに活かすには?                      11
GREEN BUILDINGSSingapore, a green building hub ?                                    12
Why green buildings matter to Asia?Buildings use 30%-plus of all primary energy in theworld and buildings contribute to ju...
Asia’s fast urbanization to drive ‘need for green’Currently Asia holds more than half of the world’s                 Asia’...
Insulation materials no longer just for cold countries                                              For example the       ...
Singapore – a green building blueprint for Asia ?Singapore’s 2009 $21B construction market is estimated to reach$25B annua...
8% of Gross Floor Area (GFA) in Singapore                                                                                 ...
Why are green homes attractive toSingapore home buyers ?                                                                  ...
How receptive is the Singapore property marketto the renting & purchasing of green buildings ?This public perception surve...
What green premium are Singapore homebuyers willing to fork out ?This public perception survey was carried out online for ...
Singapore homebuyers want more greenchoices and energy efficient utilities top three reasons not to buy                   ...
5 existing green building myths in Asia                                                    Myths                          ...
Green building industry challenges – What role  can Japan play?                Asia’s green building materials            ...
Solidiance’s Asia Pacific’s Top 10Green cities index                                     24
More about top 10 Asia Pacific Green Cities                                              25
Tokyo and Osaka rank 1st and 5th overall                                           26
Japan and Singapore are very much alike                Japan                                SingaporeNo natural resources ...
What are the opportunities in Singapore’sgreen building industry for Japanese firms?In    tropical   Singapore    where   ...
What are the opportunities in Singapore’s                 green building industry for Japanese firms?                    S...
What are the opportunities in Singapore’sgreen building industry for Japanese firms?                              Demand i...
Above all the most important key success factor is:Japanese Green Building products andservices have been           “tried...
Key takeawayThe future focus of building energy efficiency will be key inAsia, especially in China and India. Singapore wi...
質疑応答(Q&A)            33
更なるご質問・お問い合わせは下記までお願いいたします              www.solidiance.com                                                    Singapore   ...
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Japanese Green Building Construction Materials in Singapore - Do they stand a chance ?

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How can Japanese green building materials enter and capture market share in the Singapore construction sector ?

This document is extracted from a workshop Solidiance conducted at the Japanese Chamber of Commerce in Singapore. The presentation is in both English and Japanese. For more on details on how Solidiance can support your business growth in Asia, please visit www.solidiance.com

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Japanese Green Building Construction Materials in Singapore - Do they stand a chance ?

  1. 1. ㈱スンアィデリソ ㈱スンアィデリソ ㈱スンアィデリソ ㈱スンアィデリソ ?はにすか活にスネジビの業企系日~ ?はにすか活にスネジビの業企系日~ ?はにすか活にスネジビの業企系日~ ?はにすか活にスネジビの業企系日~策政ブハグンィデルビンーリグ のルーポガンシ策政ブハグンィデルビンーリグ のルーポガンシ策政ブハグンィデルビンーリグ のルーポガンシ策政ブハグンィデルビンーリグ のルーポガンシ” “ 年 月 日 会員講演会 2011年11月18日 JCCI会員講演会
  2. 2. 2 つ持をジーメイな的体具てし関にクッピト るせか活にスンャチスネジビの業企系日 む掴を要概策政境環の府政ルーポガンシ 本日のセミナー:内容と目的
  3. 3. 3 すまいてしトーポサく広幅 を入参アジアの業企トンアイラク にみ強をグンィテケーマB-ot-B ムーァフグンィテルサンコたし化特に略戦長成のでクッィフシパアジア ソリディアンス
  4. 4. 4 アシロ ンタスキパ アジア央中 アシネドンイ アリラトスーオ ルーポガンシ 東中 ムナトベ イタ 国韓 ドンイ 国中 本日 湾台 港香 国中 ドンイ アジア南東 ルーポガンシ クーワトッネ社自るが広に国要主アジア 績実 アジア主要国での実績
  5. 5. 5 業卒部学文 学大塾義應慶 • )ムラグロプーリグデルブダのとルークススネジビ学大立国ルーポガンシ( ) (士修学営経トンメジネマ・ブオ・ルークス・ンソーダンア MBA • UCLA 般全連関スビーせ、アィデメ、財費消 :スカーォフータクセ。つ持を験経の上以年 に画企業事規新、グンィテケーマ&スルーセに心中業企系日・系米 15 Head of Japan Business Development トンメプッロベデスネジビンパャジ・ブオ・ドッヘ Aki Nakamura 希有 村中 業卒部学商 学大アリトクビ • ) (士修学営経 学大ゴカシ MBA • 。るけ掛手数多をトクェジロプの連関府政たまーニパンカ ンュチーォフ 500 に心中を般全業造製、ンョシクラトスンコ・グンィデルビ、材業産・材素・ーギルネエ。トーパスキエのスネジビアジアつ持を験経の上以年 にグンィテルサンコ略戦のでアジア 20 。表代スンアィデリソ ーナトーパ・グンジーネマ Managing Partner ルメアュデ・ンアミダ Damien Duhamel 本日のプレゼンテーター
  6. 6. 6 グンリアニジンエ スビーサ連関宅住・設建 、築建 連関宅住・設建ンョシーュリソびよお械機 、材素連関宅住・設建 般全連関宅住・設建 建設・住宅関連セクターにおけるサービス領域 ソリディアンス
  7. 7. 7 般全アェウドーハ連関設建 材水防 、材封密用業産 業産・ 材素連関 業商・ 、ムテスシグンリーシ 明照種各 材床種各 料塗種各 、ルイタクッミラセ連関ルーィテス 械機設建 材資設建他 連関材木 、トーリクンコ、トンメセ 材素連関 、ムウニミルア AAC ムテスシルーォウ他 材素連関、材熱断 、AAC 、ドーボクッチスラプ ルーォウンテーカ グンィテイラ ムテスシグンィフール 建設・住宅関連セクターにおけるサービス領域(続き) ソリディアンス
  8. 8. ソリディアンス建設・住宅関連セクターにおけるプロジェクト実績粋抜部一※ 8
  9. 9. 9 析分社弊 BCA’ Green Building Platinum Series, Building, Planning and Massing 2010 :照参典出 )局設建ルーポガンシ( CEO, BCA 動変の格価 Dr. John Keung ーギルネエ 任責会社 目注 の業企 な的際国の るいてっなとのもな欠可不要必や今 へ題問境環 CSR 、がたっだつ一の肢択選は ンーリグ 、てつか ’ ‘ 速加な的際国 ンョシクア 界限の給供 。るきで受享を方両の境環住い良りよと展発済経 びよお スーソリ 、め含代世次はンアリーポガンシ、りよにとこるすうこ 策政府政 グンィデルビ ンーリグ 。るあ 力圧 向志が要必くいてし用活てけ向に来未、てし視重を利実つ且重慎 のらか 体団種各 グンビーセ フイラコエをスーソリ他、ーギルネエ種各、水、地土は ルーポガンシ ” “ るよに家国市都なさ小るえ抱を要需るま高で中のスーソリたれら限 上向性率効 加速しているのか? なぜシンガポールで“グリーンビルディング政策”が
  10. 10. 10 :照参典出 BCA’s 2nd Green Building Master Plan 励奨 化強グンニョシ のグンィテーレ ジポのてしと ブハ ” クーマンーリグ •GREET グンィデルビンーリ い高の価評りよ •Dfe グ のルーポガンシ “ 府政 •EASe 張 術技 、るよに略戦 るけおにンョジーリ 物築建伸のリグ ンー 略戦 略戦 略戦 1 ーマ 。化強知認ので般一 とムーキスクな更 ムーキスブィテンセンイ NEA に大拡要需な的続継 略戦 略戦 びよお界業たけ向 ンーリグる略戦 略戦 3 ーミデカア BCA 略戦 略戦 略戦 略戦 5 ブィテンセンイ のめたの 上向 速加 化ンーリグ ” “ 策施種各 ィテリビパイケ 物築建存既るよに導主関機連関びよお府政 の界業築建 びよお規新の間民 化小最の定設 るよに育教 2略戦 略戦 略戦 略戦 準基 ンーリグ ” “ とグンニーレト 略戦 略戦 略戦 略戦 6 4略戦 略戦 略戦 略戦 “グリーンケイパビリティ”を伸ばしているのか? どのようにしてシンガポールは
  11. 11. では、日系企業のビジネスに活かすには? 11
  12. 12. GREEN BUILDINGSSingapore, a green building hub ? 12
  13. 13. Why green buildings matter to Asia?Buildings use 30%-plus of all primary energy in theworld and buildings contribute to just under 50% of allcarbon dioxide emissions worldwide. Buildings also Asia’s share of global energycontribute to half of a city’s waste. With rising energy consumptioncosts, green buildings are not a fad, but a necessity. Projected 100%Building are built to last and difficult to recycle.Poor decisions made in the past are paid today at amuch higher retrofitting cost. Poor decisions can be World 100%avoided today. Asia Building in AsiaEfficient buildings enhance energy security andenvironmental sustainability. More efficient buildings 35.2%can promote energy security and sustainability 100% 27.6%without hurting economic growth. 11.2% 13.8%Asia’s share of global energy consumption doubled in 3.7% 7.3%the past 30 years. 1970 2004 2030China and India’s construction boom. Sources: Asia Business CouncilChina will over the next 5 years build about half of theworld’s new floor place. Over 80% of the 2 billion sqmof new building built each year in China arecategorized as high energy buildings consuming 2-3times more energy than green buildings. India’s builtarea has more than doubled between 2000 to 2005 . 13
  14. 14. Asia’s fast urbanization to drive ‘need for green’Currently Asia holds more than half of the world’s Asia’s share of global urbanmegacities with more than 10 million people population (%) 60 54 48Without enforced green building by-laws urban 50centers in Asia will eventually suffocated under 40pollution the city creates, and run out of energy 30options. For example an 18 storey building inSingapore consumes the same amount of energy 20as 900 cars on the road. 10 9In China alone, over the next 20 years there are 0 1920 2000 2030plans to build another 50,000 skyscrapers of 30 Sources: Asia Business Councilfloors each. Without proper planning these urbancenters will not be livable. Asia’s typical breakdown of electricity usage in an office building (%)It is four to six times cheaper to design and build aenergy efficient building in China than to build the 5%electricity plant to heat, cool, and light aninefficient building. 10% Cooling / heating 10% LightingSeveral governments in Asia Pacific (including VentilationSingapore) have embarked on insulation plans to Lift/escalator 15% 60%reduce the need for constant habitat cooling. Till Otherrecently insulation was believed to be mainlycatering to cold climate. 14
  15. 15. Insulation materials no longer just for cold countries For example the application of insulation in residential and commercial buildings in Malaysia could save up to USD 200 million in energy subsidies, create over 20,000 new jobs, bring down energy consumption by over 3,300 gigawatts per hour (GWh) and reduce emission of over 2.5 million tonnes of carbon dioxide.
  16. 16. Singapore – a green building blueprint for Asia ?Singapore’s 2009 $21B construction market is estimated to reach$25B annually over the next five years.Although green buildings currently comprise only 1% of buildingsin Singapore, in 2009 the Government of Singapore set anambitious target of greening at least 80% of all buildings inSingapore by 2030.To achieve this target, the Government of Singapore hasintroduced a range of bold Green Mark incentives schemes fornew and existing buildings. The Government of Singapore has alsoimposed a mandate for a minimum standard of environmentalsustainability for new buildings.The Singapore Economic Development Board is also committingA$300 M for the green energy push.With its strong government support and early adoption, Singaporewill likely become a green building testing ground for MNCsbefore full Asia roll up. ? 16
  17. 17. 8% of Gross Floor Area (GFA) in Singapore Saravanan Rajainderncurrently under the BCA Green Mark SchemeBCA Green Mark Certified Buildings in total GFA under the Green Mark Scheme in millions ofSingapore square metres - Cumulative250 18 16200 14 12150 New Buildings - Cumulative 10 Existing Buildings - Cumulative 8100 Legislated Projects - Cumulative 6 50 4 2 0 0 FY 05 FY 06 FY 07 FY 08 FY 09 FY 10 FY 05 FY 06 FY 07 FY 08 FY 09The data is correct up to 30 Jun 2010. Fiscal Year 2010 started on the 1st of April2010. Figures exclude non-buildings such as parks, districts, office interior,infrastructure as well as all overseas projects. The scheme currently has 7recertified projects, which are excluded from the number of existing buildings asthey have already been counted under New Buildings when they first applied.Currently, approximately 8% of Gross Floor Area (GFA) in Singapore comes under Data source: BCA, 2010.the BCA Green Mark Scheme. 17
  18. 18. Why are green homes attractive toSingapore home buyers ? save protect money the environmentThis public perception survey was carried out online for a period of 6 weeksbetween April 2010 and June 2010. The sample size of 370 consisted only ofhome owners, lessors and lessees or those who intend to purchase or rent ahome in the next 3 years in Singapore. Only responses from those aged 25 andabove were considered. The survey did not distinguish between nationality. 18
  19. 19. How receptive is the Singapore property marketto the renting & purchasing of green buildings ?This public perception survey was carried out online for a period of 6 weeksbetween April 2010 and June 2010. The sample size of 370 consisted only ofhome owners, lessors and lessees or those who intend to purchase or rent ahome in the next 3 years in Singapore. Only responses from those aged 25 andabove were considered. The survey did not distinguish between nationality. 19
  20. 20. What green premium are Singapore homebuyers willing to fork out ?This public perception survey was carried out online for a period of 6 weeks betweenApril 2010 and June 2010. The sample size of 370 consisted only of home owners, lessorsand lessees or those who intend to purchase or rent a home in the next 3 years inSingapore. Only responses from those aged 25 and above were considered. Thesurvey did not distinguish between nationality. 20
  21. 21. Singapore homebuyers want more greenchoices and energy efficient utilities top three reasons not to buy “Awareness to such subtle energy efficiency issues a green home whilst noticed in the States and parts of Europe has yet to spread to the Singaporean market. If we are to make improvements to building energy efficiency, we should not feel uncomfortable in re-looking our common building designs and methods. Tried and tested they might be. But that is no excuse to ignore what the data on building energy efficiency is showing.” Lee Eng Lock General Manager, Energy Division Trane Singapore This public perception survey was carried out online for a period of 6 weeks not too break even energy energy solar between April 2010 and June 2010. The sample size of 370 consisted only of home enough expensive takes efficient efficient panels owners, lessors and lessees or those who intend to purchase or rent a home in the choices next 3 years in Singapore. Only responses from those aged 25 and above were too A/C lighting considered. The survey did not distinguish between nationality. long 21
  22. 22. 5 existing green building myths in Asia Myths Facts“Green buildings cost more to build” -Sometimes higher costs (3-5%), falling to close to 0% with practice -Higher rental yields, higher capital values in more developed markets“Difficult to measure the ROI of green buildings” -Research and systems allow tenants and operators to see the tangible benefits of greater energy efficiency, e.g. reduced utility bills, reduced carbon footprint, reduced maintenance costs. -Additional benefits include better health, productivity and comfort“Energy costs are low” -Not true in the long run(when subsidized) -Cheap energy is wasted energy -Better usage of subsidies abound -Inefficient buildings require more power plants needlessly undermine energy security and the environment.“It is the tenant / owner’s job to be green, no benefits -While some power efficiency results are directly linkedfor us developers” to the behavior of the live-in, no efficiency gains can be developed if the building is built ‘as usual’ -Some governments even offer retrofit grants to tenants to bypass this mindset.“Green building materials and experts are hard to find” -There is some truth in this statement. Green materials are not widely available across Asia and there are limited independent information on the green performance of such materials / systems. -Market needs for specific green building training -The industry needs to get organized 22
  23. 23. Green building industry challenges – What role can Japan play? Asia’s green building materials breakdown (%) 2009Train value chain intermediaries to specify and 6%install green building materials and solutions.Communicate value proposition to end-consumers for faster adoption and buy-in. 94%Industry players to get better organized to Green materials Traditionalmaximize impact and offer full Urban GreenSolution packages as opposed to silo approach.Harmonized green building codes across key 2015Asia regions. 18%Secure government by-laws and incentives/taxbreaks/ financing to ensure required changeshappen fast. 82% Green materials Traditional Sources: Solidiance estimates 23
  24. 24. Solidiance’s Asia Pacific’s Top 10Green cities index 24
  25. 25. More about top 10 Asia Pacific Green Cities 25
  26. 26. Tokyo and Osaka rank 1st and 5th overall 26
  27. 27. Japan and Singapore are very much alike Japan SingaporeNo natural resources No natural resources but trading hubRD intensive economy RD intensive economyHigh-tech centric High-tech ambitionsReference to the world Reference to ASEAN and to AsiaStrong government + industry support Strong government supportStrong green ecosystem Emerging green ecosystemStrong green consumerism Nascent green consumersArchitectural / M&E powerhouse Architectural / M&E hungryPremium products Premium market 27
  28. 28. What are the opportunities in Singapore’sgreen building industry for Japanese firms?In tropical Singapore where air Opportunities in energy consulting of newconditioning remains the biggest load on and retrofit buildings are likely to improve.building energy requirements, small Solar photovoltaic technology is relevant forpercentage improvements in HVAC the Singaporean climate, though the currentefficiency and building envelope price and its long payback period is aeffectiveness can translate to significant deterrent, the potential of using renewablecost savings. energy to reduce energy consumption from the grid is high.Our interviews with industry expertsindicate that, local M&E engineeringdesigns and implementation, followtemplates from American and Europeanmarkets. Designing systems with the localconditions in mind and reducing sharpangles in piping systems can improvefluid dynamics in HVAC systems, hence,reducing energy wastage. 28
  29. 29. What are the opportunities in Singapore’s green building industry for Japanese firms? Singapore green building opportunities matrix Demand in Singapore is now shifting to: High-efficiency ventilation and air conditioning insulation systems HVAC Energy efficient roofing systems as well as insulation materialsattractiveness Roofing Low-emission window and day lighting technologies Building Indoor environment quality systems and Lighting Surfacing Automation technology Environmentally friendly interior paints / finishes Waste Recyclable building materials and self-cleaning Architect external facades services Intelligent building systems Water saving and storage systems, and Residential and commercial buildings solar energy growth Rain collection systems Source: Solidiance analysis 2010 29
  30. 30. What are the opportunities in Singapore’sgreen building industry for Japanese firms? Demand in Singapore is now shifting to: High-efficiency ventilation and air-conditioning systems Energy efficient roofing systems as well as insulation materials Low-emission window and day lighting technologies Indoor environment quality systems and technology Environmentally friendly interior paints / finishes Recyclable building materials and self-cleaning external facades Intelligent building systems & smart lifts Water saving and storage systems / Rain collection systems Residential and commercial buildings solar energy 30
  31. 31. Above all the most important key success factor is:Japanese Green Building products andservices have been “tried andtested” in Asian conditions (hot andhumid weather). Most western productshave not. 31
  32. 32. Key takeawayThe future focus of building energy efficiency will be key inAsia, especially in China and India. Singapore will play a keyrole in this industry. Japan need to be present and investnow to reap benefits in the near future.The overall CEO boardrooms are getting green. Withpressures from shareholders and consumers MNCs areleading the pack in terms of green building standardsadoptions. Japan consumers and corporate understandthis the best in Asia.Green buildings will no longer be individual ecosystem butautomated and integral elements of new eco-cities withclose to zero carbon emission, and maximized usage ofrenewable energies. Asia has the potential to globally leadthis ‘greenolution’. Tokyo, Osaka and several other citiesare years ahead in implementing eco-cities. The Japanurban experience needs to be leveraged in Singapore.Japanese green building products and services havealready been tested and used in Asian weather conditions.There will be more buy-in for Japanese products/ servicesfrom Singapore and others Asian consumers. 32
  33. 33. 質疑応答(Q&A) 33
  34. 34. 更なるご質問・お問い合わせは下記までお願いいたします www.solidiance.com Singapore China Damien Duhamel ルメアュデ・ンアミダ Managing Partner Asia/ーナトーパグンジーネマ India info@solidiance.com DID: +65 6408 8201 Indonesia Malaysia Aki NakamuraHead of Business Development Japan/ 希有 村 中 長部業事系日 Thailand DID: +65 6408 8205 Vietnam 34

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