SANYO aims to win top share of Japanese PV system market

TOKYO, JAPAN: SANYO Electric Co. Ltd (SANYO) announces plan to strengthen its photovoltaic system sales structure in Japan, with the aim of becoming the top runner in the expanding Japanese photovoltaic system market in FY2013 (April 1, 2012 to March 31, 2013) by winning a 40 percent-scale (in terms of MW) market share.

For this fiscal year, the Japanese photovoltaic system market is expected to significantly grow from the previous fiscal year thanks to government subsidies and the New Purchase System for Solar Power-Generated Electricity started on November 1, 2009.

The New Purchase System for Solar Power-Generated Electricity started on November 1, 2009 in Japan is a system whereby surplus electricity (electricity generated by a household photovoltaic system minus electricity consumed) may be sold to a power company at a rate about twice the rate of power that is bought.

A photovoltaic system with higher electric-generating capacity per installation area can produce more surplus electricity, increasing the amount of money gained through selling electric power.

SANYO’s HIT solar cell is capable of the world’s highest-class electric-generating capacity per installation area thanks to its high conversion efficiency and excellent temperature characteristics that are realized by numerous proprietary technologies and original know-how.

1. Nation-wide expansion of effective sales agencies and sales chain development
With effective sales agencies, which serve as SANYO’s main sales network by directly dealing with end-users by utilizing the know-how they have for sales/installation of household photovoltaic systems and after-sales-service, SANYO will build strong partnerships by facilitating their nation-wide expansion, sales chain development, etc.

2. Strengthen sales channels based on B2B relationships with trading firms that promote solar power generation.
SANYO will increase sales volume by strengthening sales channels based on B2B relationships with trading firms that emphasize sales of photovoltaic systems to sales agencies directly dealing with end-users.

3. Revitalize sales networks through local electronics stores
Targeting community-based local electronics stores that know the various needs of customers, SANYO will promote the HIT solar cell by exerting its ability to provide meticulous assistance in response to the desires of individual customers, such as combining a photovoltaic system with all-electric living.

When using the New Purchase System for Solar Power-Generated Electricity, a photovoltaic system with higher electric-generating capacity per installation area can produce more surplus electricity that can be sold to a power company and this will help lower a household’s electricity bill.

SANYO will powerfully communicate the advantages of HIT solar cell further enhanced through the New Purchase System for Solar Power-Generated Electricity introduced on November 1, 2009 to conduct aggressive marketing.

SANYO undertook development of a simulation software program well ahead of implementation of the New Purchase System for Solar Power-Generated Electricity in November 2009, which is already being utilized as a store-front campaign tool, etc. This software program is used to communicate the advantages of the HIT solar cell in a realistic way by simulating the results of introduction in an easy-to-understand manner, such as estimated amount of energy bill which can be saved annually.

While expanding sales territory throughout Japan, SANYO will emphasize a strategy to outclass competitors in urban areas where houses tend to have limited roof space available for solar panel installation.