2011年年年年11月月月月18日日日日 JCCI会員講演会会員講演会会員講演会会員講演会シンガポールのシンガポールのシンガポールのシンガポールの“グリーンビルディングハブ政策グリーンビルディングハブ政策グリーンビルディングハブ政策グリーンビルディングハブ政策”～日系企業のビジネスに活かすには？～日系企業のビジネスに活かすには？～日系企業のビジネスに活かすには？～日系企業のビジネスに活かすには？ソリディアンス㈱ソリディアンス㈱ソリディアンス㈱ソリディアンス㈱

本日のセミナー：内容と目的

シンガポール政府の環境政策概要を掴む日系企業のビジネスチャンスに活かせるトピックに関して具体的なイメージを持つ2

ソリディアンスアジアパシフィックでの成長戦略に特化したコンサルティングファームB-to-Bマーケティングを強みにクライアント企業のアジア参入を幅広くサポートしています3

アジア主要国での実績

中国ベトナムインド タイシンガポールインドネシアシンガポール東南アジアインド中国香港台湾日本韓国中東オーストラリア中央アジアパキスタンロシア

アジア主要国に広がる自社ネットワーク

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実績

ダミアン・デュアメル Damien Duhamelマネージング・パートナー Managing Partnerソリディアンス代表。アジアでの戦略コンサルティングに20年以上の経験を持つアジアビジネスのエキスパート。エネルギー・素材・産業材、ビルディング・コンストラクション、製造業全般を中心にフォーチュン500カンパニーまた政府関連のプロジェクトを多数手掛ける。• シカゴ大学 経営学修士（MBA）• ビクトリア大学 商学部卒業

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本日のプレゼンテーター

中村 有希 Aki Nakamuraヘッド・オブ・ジャパンビジネスデベロップメント Head of Japan Business Development米系・日系企業中心にセールス＆マーケティング、新規事業企画に15年以上の経験を持つ。セクターフォーカス： 消費財、メディア、せービス関連全般• UCLAアンダーソン・スクール・オブ・マネジメント経営学修士（MBA）（シンガポール国立大学ビジネススクールとのダブルデグリープログラム）• 慶應義塾大学 文学部卒業

ソリディアンス

建設・住宅関連セクターにおけるサービス領域

建設・住宅関連建設・住宅関連素材、機械およびソリューション

建築、エンジニアリング 建設・住宅関連サービス建設・住宅関連全般

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アルミニウム、関連素材 カーテンウォール各種照明・商業・産業

プラスチックボード、AAC、他ウォールシステム セメント、コンクリート、他建設資材シーリングシステム、関連素材 スティール関連

建設関連ハードウェア全般断熱材、関連素材木材関連 建設機械各種塗料

ルーフィングシステム

産業用密封材、防水材AACセラミックタイル、各種床材

ライティング

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ソリディアンス

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

建設・住宅関連セクターにおけるプロジェクト実績

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※一部抜粋

グリーンビルディング国際的な加速なぜシンガポールで“グリーンビルディング政策”が加速しているのか？

各種団体からの圧力政府政策およびアクションCSR企業の社会責任エネルギー価格の変動環境問題への国際的な注目リソース供給の限界エコライフ志向 効率性向上によるセービング 限られたリソースの中で高まる需要を抱える小さな都市国家

“シンガポール”は土地、水、各種エネルギー、他リソースを慎重且つ実利を重視して、未来に向けて活用していく必要がある。こうすることにより、シンガポーリアンは次世代含め、経済発展とより良い住環境の両方を享受できる。かつて、‘グリーン’は選択肢の一つだったが、今や必要不可欠なものとなっているDr. John KeungCEO, BCA（シンガポール建設局）出典参照：BCA’ Green Building Platinum Series, Building, Planning and Massing 2010弊社分析

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どのようにしてシンガポールは

“グリーンケイパビリティ”を伸ばしているのか？政府および関連機関主導による各種施策�BCAアカデミー�NEAインセンティブスキーム

•EASe•Dfe•GREET

戦略戦略戦略戦略1政府による、より評価の高いグリーンマークレーティングの奨励戦略戦略戦略戦略2民間の新規および既存建築物“グリーン化”加速のためのインセンティブ 戦略戦略戦略戦略3更なるグリーンマークスキームとグリーン建築物技術の伸張

戦略戦略戦略戦略4トレーニングと教育による建築業界のケイパビリティ向上 戦略戦略戦略戦略5継続的な需要拡大に向けた業界および一般での認知強化。リージョンにおけるシンガポールの“グリーンビルディングハブ”としてのポジショニング強化戦略戦略戦略戦略6

“グリーン”基準設定の最小化

出典参照：BCA’s 2nd Green Building Master Plan

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では、日系企業のビジネスに活かすには？

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GREEN BUILDINGS

Singapore, a green building hub ?

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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 alsocontribute to half of a city’s waste. With rising energycosts, green buildings are not a fad, but a necessity.

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 beavoided today.

Efficient buildings enhance energy security andenvironmental sustainability. More efficient buildingscan promote energy security and sustainabilitywithout hurting economic growth.

Asia’s share of global energy consumption doubled inthe past 30 years.

China and India’s construction boom.China 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 .

Asia’s share of global energy consumption

Sources: Asia Business Council

World

Asia

Building in Asia

100%

100%

100%

13.8%3.7%

27.6%

7.3%

35.2%

11.2%

1970 2004 2030

Projected

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Asia’s fast urbanization to drive ‘need for green’

Currently Asia holds more than half of the world’smegacities with more than 10 million people

Without enforced green building by-laws urbancenters in Asia will eventually suffocated underpollution the city creates, and run out of energyoptions. For example an 18 storey building inSingapore consumes the same amount of energyas 900 cars on the road.

In China alone, over the next 20 years there areplans to build another 50,000 skyscrapers of 30floors each. Without proper planning these urbancenters will not be livable.

It is four to six times cheaper to design and build aenergy efficient building in China than to build theelectricity plant to heat, cool, and light aninefficient building.

Several governments in Asia Pacific (includingSingapore) have embarked on insulation plans toreduce the need for constant habitat cooling. Tillrecently insulation was believed to be mainlycatering to cold climate.

Asia’s share of global urban population (%)

Sources: Asia Business Council

Asia’s typical breakdown of electricity usage in an office building (%)

60%15%

10%

10%

5%

Cooling / heating

Lighting

Ventilation

Lift/escalator

Other

9

48

54

0

10

20

30

40

50

60

1920 2000 2030

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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 tonnesof carbon dioxide.

Insulation materials no longer just for cold countries

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.

Singapore – a green building blueprint for Asia ?

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?

BCA Green Mark Certified Buildings in Singapore

Data source: BCA, 2010.

Saravanan

Rajaindern

8% of Gross Floor Area (GFA) in Singapore currently under the BCA Green Mark Scheme

0

50

100

150

200

250

FY 05 FY 06 FY 07 FY 08 FY 09 FY 10

New Buildings -Cumulative

Existing Buildings -Cumulative

Legislated Projects -Cumulative

0

2

4

6

8

10

12

14

16

18

FY 05 FY 06 FY 07 FY 08 FY 09

total GFA under the Green Mark Scheme in millions of square metres - Cumulative

The 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 underthe BCA Green Mark Scheme.

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Why are green homes attractive to Singapore home buyers ?

savemoney

protectthe environment

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.

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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 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.

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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.

What green premium are Singapore home buyers willing to fork out ?

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Singapore homebuyers want more green choices and energy efficient utilities

“Awareness to such subtle energy efficiency issueswhilst noticed in the States and parts of Europe has

yet to spread to the Singaporean market. If weare to make improvements to buildingenergy efficiency, we should not feeluncomfortable in re-looking ourcommon building designs andmethods. Tried and tested they might be. But that

is no excuse to ignore what the data on buildingenergy 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 weeksbetween April 2010 and June 2010. The sample size of 370 consisted only of homeowners, lessors and lessees or those who intend to purchase or rent a home in thenext 3 years in Singapore. Only responses from those aged 25 and above wereconsidered. The survey did not distinguish between nationality.

top three reasons not to buy a green home

not enough choices

too expensive

break even takes toolong

energyefficient A/C

energy efficientlighting

solar panels

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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”

(when subsidized)-Not true in the long run-Cheap energy is wasted energy-Better usage of subsidies abound-Inefficient buildings require more power plantsneedlessly undermine energy security and the environment.

“It is the tenant / owner’s job to be green, no benefits

for us developers”

-While some power efficiency results are directly linked 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

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Green building industry challenges – What role can Japan play?

Train value chain intermediaries to specify and install green building materials and solutions.

Communicate value proposition to end-consumers for faster adoption and buy-in.

Industry players to get better organized to maximize impact and offer full Urban Green Solution packages as opposed to silo approach.

Harmonized green building codes across key Asia regions.

Secure government by-laws and incentives/tax breaks/ financing to ensure required changes happen fast.

Asia’s green building materials breakdown (%)

Sources: Solidiance estimates

18%

82%

2015

Green materials Traditional

6%

94%

2009

Green materials Traditional

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

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More about top 10 Asia Pacific Green Cities

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Tokyo and Osaka rank 1st and 5th overall

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27

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

Japan and Singapore are very much alike

In tropical Singapore where airconditioning remains the biggest load onbuilding energy requirements, smallpercentage improvements in HVACefficiency and building envelopeeffectiveness can translate to significantcost savings.

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.

Opportunities in energy consulting of newand retrofit buildings are likely to improve.Solar photovoltaic technology is relevant forthe Singaporean climate, though the currentprice and its long payback period is adeterrent, the potential of using renewableenergy to reduce energy consumption fromthe grid is high.

What are the opportunities in Singapore’s green building industry for Japanese firms?

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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 facadesIntelligent building systems

Water saving and storage systems, and Residential and commercial buildings solar energy

Rain collection systems

HVAC

Singapore green building opportunities matrix

growth

Building

AutomationSurfacing

Roofing

Architect services

Waste

Lighting

attra

ctiveness

Source: Solidiance analysis 2010

insulation

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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

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Japanese Green Building products and

services have been “tried and

tested” in Asian conditions (hot and

humid weather). Most western productshave not.

Above all the most important key success factor is:

Key takeaway

The 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.

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質疑応答（Ｑ＆Ａ）

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www.solidiance.com

Damien Duhamel ダミアン・デュアメルManaging Partner Asia/マネージングパートナー

info@solidiance.comDID: +65 6408 8201

Aki Nakamura 中村 有希Head of Business Development Japan/日系事業部長

DID: +65 6408 8205

SingaporeChinaIndiaIndonesiaMalaysiaThailandVietnam

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