Seizing business opportunities in Japan’s environmental market

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Japanese automakers are planning to launch new environmentally friendly diesel vehicles in the near future. According to the Nihon Keizai Shimbun, Honda plans to introduce new diesel vehicles produced in Japan to the market for the first time in 2009 ； Nissan also plans to sell such vehicles in the North American market first in 2010. At present, energy-saving and environmentally friendly vehicles in Japan are mainly hybrid cars. Although they feature advanced technology, their high cost results in a low level of adoption, and their sales figures are still far behind those of diesel cars produced in Europe. The introduction of new diesel vehicles in Japan will intensify the international competition in energy-efficient and environmentally friendly vehicles. 　　Advocating for environmental protection and energy conservation has become an increasingly important factor not only in Japan’s domestic and foreign policies but also receives growing attention in the economic and trade sphere. Faced with intensifying international competition, Japan is eager to maintain and leverage its advantages in the field of energy conservation and environmental protection in order to expand its market gains. 　　Japan began mass-producing solar cells in the 1960s and has been a pioneer in this field, but in recent years it has been overtaken by emerging developing countries. At the Sharp LCD factory in Kameyama City, Mie Prefecture, dark blue solar cell modules are neatly arranged across the factory’s roof. Mr. Wu Hong from the company’s business division said confidently that this is the world’s largest solar power generation system. Sanyo Electric is also one of the major manufacturers of solar cells in Japan. When passing through Gifu Prefecture on the Shinkansen, one can clearly see the \"Solar Ark\" in front of the Sanyo Electric Solar Cell Science Museum. “The “Ark” is 315 meters long and about 37 meters high, with its surface covered in solar panels; its imposing appearance seems to symbolize Japan’s achievements and ambitions in the field of solar energy. 　　However, Japan’s share in the international solar cell market has declined in recent years, falling from 55.6% in 2004 to 47.2% in 2006. At the Sanyo Electric Solar Cell Science Museum, Mr. Sadao Sakamoto, the museum director, showed reporters reports from Japan regarding the rapid rise of Chinese solar cell companies. From his humble words, a strong sense of competition and urgency is evident. 　　In the field of energy conservation and environmental protection, Japan mainly faces market competition from Europe. Japan’s water purification technology is at the world’s advanced level, but in the Chinese market, European companies have taken the lead. Japan has achieved remarkable success in wind power generation, but its share of the international market does not place it among the top ten, making it difficult to compete with the major European manufacturers. 　　According to a staff member from the Agency for Natural Resources and Energy under Japan’s Ministry of Economy, Trade and Industry*, many Japanese companies in the field of energy conservation and environmental protection are very interested in China’s huge market. Japanese businesses are both optimistic and somewhat concerned about the Chinese market; they hope that the energy cooperation mechanisms in place can ensure the smooth progress of energy-saving and environmental protection-related trade between China and Japan. 　　Clearly, in the global challenge of energy conservation and environmental protection, both cooperation and competition are highly anticipated. In fair competition, it is the Earth we live on that benefits.