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KYOCERA Unveils Strategies for Both Domestic and Overseas Markets

published: 2015-12-15 18:39

Japan PV manufacturer Kyocera expects more than 1.2GW of PV module production for the fiscal year 2015 (2015 April to 2016 March). Nonetheless, the company is accelerating expanding overseas markets to the U.S. and Asia due to domestic demand drop. For the overseas markets, Kyocera will increase its sale ratio to the newly broadened countries. For the local market, Kyocera plans to prompt solar through combination with energy storage systems.

Bloomberg interviewed Toshihide Koyano, head of Kyocera’s solar-energy business group. Koyano said to Bloomberg that while the sale volume of FY 2015 in Japan would remain the same to FY2014, the company expects a lower ratio of domestic sale because of plans to broaden overseas markets. Yet, Kyocera’s shipment for large-scale (mega) solar projects domestically would remain at the same level for following years.

The annual PV module production is expected to exceed 1.2GW for FY 2015, said Koyano in the interview.

Japan market: descending

Subsidy cut and weakening demand from large-scale PV projects have been resulting the descent in Japan’s solar PV market. JPEA’s latest report showed that the domestic PV module shipment in the first half of FY 2015 dropped significantly, while Kyocera, Sharp, Panasonic and Mitsubishi – the four leaders of Japan’s PV industry – all saw business decrease in the period. The PV leaders have turned to strategy transformation or to create overseas markets for their products. Panasonic, for example, announced to enter Turkish and Indian solar markets earlier this month.

Kyocera is confident of maintaining its PV module shipments for domestic large-scale PV projects at the same level with the current’s, while the company will also increase shipment ratio to overseas markets from 10% to around 20%. According to Bloomberg’s interview with Koyano, Kyocera plans to expand sales in Thailand, the Philippines, Indonesia and Myanmar, focusing mainly on commercial projects. In the U.S., the company is focusing on panel sales for residential rooftops and community solar programs.

Net zero energy for new homes

For Japan’s domestic market, Kyocera plans to prompt sale by combining residential rooftop PV systems, energy storage systems, energy-efficient air conditioner and lighting. Such strategy is in response to Japanese government’s net zero energy homes policy – to make every single new house net-zero by 2020.

“Home builders will begin offering different types of net zero energy homes next spring so storage will be incorporated regardless of the availability of subsidies,” Koyano said in the interview.

(Photo source: Kyocera Global)

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