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

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
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
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
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
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
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
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. 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
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
：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. では、日系企業のビジネスに活かすには？
11

12. GREEN BUILDINGS
Singapore, a green building hub ?
12

13. Why green buildings matter to Asia?
Buildings use 30%-plus of all primary energy in the
world and buildings contribute to just under 50% of all
carbon dioxide emissions worldwide. Buildings also Asia’s share of global energy
contribute to half of a city’s waste. With rising energy consumption
costs, 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 a
much higher retrofitting cost. Poor decisions can be World
100%
avoided today. Asia
Building in Asia
Efficient buildings enhance energy security and
environmental 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 2030
China and India’s construction boom. Sources: Asia Business Council
China will over the next 5 years build about half of the
world’s new floor place. Over 80% of the 2 billion sqm
of new building built each year in China are
categorized as high energy buildings consuming 2-3
times more energy than green buildings. India’s built
area has more than doubled between 2000 to 2005 .
13

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 urban
megacities with more than 10 million people population (%)
60 54
48
Without enforced green building by-laws urban 50
centers in Asia will eventually suffocated under 40
pollution the city creates, and run out of energy
30
options. For example an 18 storey building in
Singapore consumes the same amount of energy 20
as 900 cars on the road. 10
9
In China alone, over the next 20 years there are 0
1920 2000 2030
plans to build another 50,000 skyscrapers of 30
Sources: Asia Business Council
floors each. Without proper planning these urban
centers 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 a
energy efficient building in China than to build the 5%
electricity plant to heat, cool, and light an
inefficient building. 10%
Cooling / heating
10% Lighting
Several governments in Asia Pacific (including Ventilation
Singapore) have embarked on insulation plans to Lift/escalator
15% 60%
reduce the need for constant habitat cooling. Till
Other
recently insulation was believed to be mainly
catering to cold climate.
14

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. 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 buildings
in Singapore, in 2009 the Government of Singapore set an
ambitious target of greening at least 80% of all buildings in
Singapore by 2030.
To achieve this target, the Government of Singapore has
introduced a range of bold Green Mark incentives schemes for
new and existing buildings. The Government of Singapore has also
imposed a mandate for a minimum standard of environmental
sustainability for new buildings.
The Singapore Economic Development Board is also committing
A$300 M for the green energy push.
With its strong government support and early adoption, Singapore
will likely become a green building testing ground for MNCs
before full Asia roll up.
?
16

17. 8% of Gross Floor Area (GFA) in Singapore Saravanan
Rajaindern
currently under the BCA Green Mark Scheme
BCA Green Mark Certified Buildings in total GFA under the Green Mark Scheme in millions of
Singapore square metres - Cumulative
250 18
16
200
14
12
150 New Buildings -
Cumulative 10
Existing Buildings -
Cumulative 8
100
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 09
The data is correct up to 30 Jun 2010. Fiscal Year 2010 started on the 1st
of April
2010. Figures exclude non-buildings such as parks, districts, office interior,
infrastructure as well as all overseas projects. The scheme currently has 7
recertified projects, which are excluded from the number of existing buildings as
they 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. Why are green homes attractive to
Singapore home buyers ?
save protect
money the
environment
This public perception survey was carried out online for a period of 6 weeks
between April 2010 and June 2010. The sample size of 370 consisted only of
home owners, lessors and lessees or those who intend to purchase or rent a
home in the next 3 years in Singapore. Only responses from those aged 25 and
above were considered. The survey did not distinguish between nationality.
18

19. How receptive is the Singapore property market
to the renting & purchasing of green buildings ?
This public perception survey was carried out online for a period of 6 weeks
between April 2010 and June 2010. The sample size of 370 consisted only of
home owners, lessors and lessees or those who intend to purchase or rent a
home in the next 3 years in Singapore. Only responses from those aged 25 and
above were considered. The survey did not distinguish between nationality.
19

20. What green premium are Singapore home
buyers willing to fork out ?
This public perception survey was carried out online for a period of 6 weeks between
April 2010 and June 2010. The sample size of 370 consisted only of home owners, lessors
and lessees or those who intend to purchase or rent a home in the next 3 years in
Singapore. Only responses from those aged 25 and above were considered. The
survey did not distinguish between nationality.
20

21. Singapore homebuyers want more green
choices 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. 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 linked
for 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. Green building industry challenges – What role
can Japan play? Asia’s green building materials
breakdown (%)
2009
Train 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 Traditional
maximize impact and offer full Urban Green
Solution packages as opposed to silo approach.
Harmonized green building codes across key 2015
Asia regions.
18%
Secure government by-laws and incentives/tax
breaks/ financing to ensure required changes
happen fast.
82%
Green materials Traditional
Sources: Solidiance estimates
23

24. Solidiance’s Asia Pacific’s Top 10
Green cities index
24

25. More about top 10 Asia Pacific Green Cities
25

26. Tokyo and Osaka rank 1st and 5th overall
26

27. Japan and Singapore are very much alike
Japan Singapore
No natural resources No natural resources but trading hub
RD intensive economy RD intensive economy
High-tech centric High-tech ambitions
Reference to the world Reference to ASEAN and to Asia
Strong government + industry support Strong government support
Strong green ecosystem Emerging green ecosystem
Strong green consumerism Nascent green consumers
Architectural / M&E powerhouse Architectural / M&E hungry
Premium products Premium market
27

28. What are the opportunities in Singapore’s
green building industry for Japanese firms?
In tropical Singapore where air Opportunities in energy consulting of new
conditioning remains the biggest load on and retrofit buildings are likely to improve.
building energy requirements, small Solar photovoltaic technology is relevant for
percentage improvements in HVAC the Singaporean climate, though the current
efficiency and building envelope price and its long payback period is a
effectiveness can translate to significant deterrent, the potential of using renewable
cost savings. energy to reduce energy consumption from
the grid is high.
Our interviews with industry experts
indicate that, local M&E engineering
designs and implementation, follow
templates from American and European
markets. Designing systems with the local
conditions in mind and reducing sharp
angles in piping systems can improve
fluid dynamics in HVAC systems, hence,
reducing energy wastage.
28

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
materials
attractiveness
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. What are the opportunities in Singapore’s
green 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. Above all the most important key success factor is:
Japanese Green Building products and
services have been “tried and
tested” in Asian conditions (hot and
humid weather). Most western products
have not.
31

32. Key takeaway
The future focus of building energy efficiency will be key in
Asia, especially in China and India. Singapore will play a key
role in this industry. Japan need to be present and invest
now to reap benefits in the near future.
The overall CEO boardrooms are getting green. With
pressures from shareholders and consumers MNCs are
leading the pack in terms of green building standards
adoptions. Japan consumers and corporate understand
this the best in Asia.
Green buildings will no longer be individual ecosystem but
automated and integral elements of new eco-cities with
close to zero carbon emission, and maximized usage of
renewable energies. Asia has the potential to globally lead
this ‘greenolution’. Tokyo, Osaka and several other cities
are years ahead in implementing eco-cities. The Japan
urban experience needs to be leveraged in Singapore.
Japanese green building products and services have
already been tested and used in Asian weather conditions.
There will be more buy-in for Japanese products/ services
from Singapore and others Asian consumers.
32

33. 質疑応答（Ｑ＆Ａ）
33

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 Nakamura
Head of Business Development Japan/
希有 村 中
長部業事系日 Thailand
DID: +65 6408 8205 Vietnam
34