Following the Fukushima nuclear disaster, Japan is strongly promoting renewable energy and aiming to significantly increase its contribution to its energy structure. This has brought tremendous opportunities to the photovoltaic industry. While incubating great opportunities, the Japanese PV market also has high entry barriers for overseas suppliers.
Japan’s solar installations surged by a stunning 270% (in gigawatts (GW)) in the first quarter of 2013, positioning the country to surpass Germany to become the world’s largest photovoltaics (PV) market in terms of revenue this year.
Although Japan is forecast to install fewer GW than China (which is forecast to be the largest market in GW installation terms) in 2013, the high prices of PV systems in Japan will drive it to become the world’s largest market in revenue terms.
A total of 1.5 gigawatts (GW) worth of PV systems were installed in Japan in the first quarter of 2013, up from 0.4 GW during the same time last year, according to a new report entitled “The Photovoltaic Market in Japan” from information and analytics provider IHS Inc.
The phenomenal growth that started the year is expected to continue throughout 2013 as demand for solar energy is forecast to double, making Japan the world’s largest market for PV installations on a revenue basis for the first time in a decade. Japan's share of global PV system revenue will rise to 24% in 2013, up from 14% in 2012 and just 9 percent in 2011, as presented in the attached figure.
The former top-ranked country, Germany, which had held the No. 1 spot from 2009 through 2012, will fall to third place this year, behind Japan.
“Following the earthquake and tsunami in 2011 that led to the shutdown of nuclear facilities and a shortage of electricity, Japan has aggressively moved to promote solar energy,” said Sam Wilkinson, solar research manager at IHS. “Japan’s government has introduced a highly attractive feed-in tariff (FIT) to help stimulate solar growth. In contrast, the European market that historically has led global solar demand is slowing as regional market conditions become less attractive. The deceleration in Europe and the implementation of the FIT in Japan are combining to propel the country to the top of the global solar market this year.”
Japan is forecast to install $20 billion worth of PV systems in 2013, up 82% from $11 billion in 2012. In contrast, the global market is set for tepid 4% growth. The strong revenue performance for Japan this year is partly driven by the high solar prices in the country.
Interest now has shifted away from Europe toward Japan from global PV suppliers, who see the country as representing a huge opportunity. Given that prospects are evaporating in many of the markets where they had previously focused, Japan’s boom comes at a good time.
In contrast to solid expansion in Japan, installations in Europe declined by 34% year-on-year in the first quarter. Europe previously had been the main focus of almost all PV suppliers and had provided the lion’s share of global demand. But in the first quarter of 2013, Europe accounted for 40% of global demand, down from 70% just one year before, and its share is forecast to continue falling throughout 2013.
As European markets become less and less attractive, suppliers are seeking greener pastures elsewhere. “Continued reductions in feed-in tariff rates and incentives, combined with the introduction of antidumping import tariffs, have resulted in many of the largest suppliers switching their focus to new opportunities,” Wilkinson said.
The PV market in Japan is not without challenge. While huge growth opportunities exist in the country, capitalizing on them is not a straightforward task for international suppliers. Strict certification requirements, particularly for inverters, make it difficult for suppliers to release products. Furthermore, a strong preference for Japanese brands—particularly in the residential market, which will account for nearly 40% of demand in 2013—means that forging partnerships with local suppliers is essential.