As the housing market and commercial construction market gradually recover from the financial crisis, US growth consulting firm Frost & Sullivan expects that the average annual growth rate of Southeast Asia's insulating material market will reach 7.6% in 2010~2017 in terms of sales volume. From 235,000 tons in 2010 will grow to 418,000 tons in 2017. In terms of sales revenue, the average annual growth rate of the adiabatic market in Southeast Asia will reach 8.5%, from US$447.7 million in 2010 to US$845.2 million in 2017.
According to a research report published by Frost & Sullivan in February, the market for insulating materials in Southeast Asia is growing rapidly. With the gradual launch of energy conservation policies, there has been an influx of domestic and foreign investors, and market competition will become increasingly fierce. Companies participating in this market should focus on improving manufacturing efficiency, developing and maintaining relationships with distributors and customers, and gaining price dominance through economies of scale.
Thermal insulation material refers to materials or material composites used for building enclosures or thermal equipment, and impedance heat flow transmission, including both thermal insulation materials and cold insulation materials. The heat-insulating material on the one hand satisfies the thermal environment of the building space or thermal equipment and on the other hand also saves energy.
The insulation material market consists of the following five parts: foam plastic (polyurethane, polystyrene), inorganic insulation material (mineral wool, glass fiber), natural cellulose (cellulose), silicate (perlite) and others (butyronitrile) Glue, aerogel). In the Southeast Asian market, mineral wool and glass fiber occupy more prominent positions than foams. In most insulation applications, foam and mineral wool can be exchanged to form a competitive relationship.
Glass fiber consists of sodium carbonate and boric acid to melt quartz, dolomite and other minerals. Glass fiber is mainly used as insulation material for pipes, boiler heat exchangers, buildings, and the like. Mineral wool has a good insulation quality and high fire resistance, coupled with excellent sound insulation, making it widely used in commercial and residential buildings.
Polystyrene insulation applications include two products, Extensible Polystyrene (EPS) and Extruded Polystyrene Foam (XPS). In Southeast Asia, the application of XPS is more common, occupying 60%~70% market of polystyrene.
Polyurethanes have been used in Southeast Asia for over 25 years and were initially used in refrigerators and cryogenics. It was not until the early 1990s that it began to be used in residential and commercial buildings.
Cellulose is made from renewable raw materials such as newspaper plant straw, waste wood, bamboo, and the like. Cellulose is used for partitions, ceilings, and building walls in auditoriums, concert halls, and advanced hotels.
Inorganic insulation products dominate the Southeast Asian region. In 2010, total consumption exceeded 77% of the total market. Foam plastic materials account for more than 17% of total demand, cellulose accounts for 0.2%, and other products account for less than 6%.
Ruster Sullivan believes that the market for insulating materials in Southeast Asia will continue to grow rapidly due to the following five factors.
One is that its modal flexibility increases application opportunities. Glass fiber insulation and other materials can be made into any shape with different thicknesses, and its products are easy to install. Therefore, there are many opportunities for its application, and the income of the industry is expected to increase. Second, the infrastructure development plans of countries in Southeast Asia are conducive to the growth of the construction industry, and the demand for supporting insulation materials is increasing. Third, the enthusiasm pursued by the local government for the goal of green protection not only benefits the environment, but also translates into economic subsidies for energy conservation. This guarantees a bright future for insulating materials. Fourth, the rapidly increasing energy prices make people more aware of energy conservation and people tend to buy insulation materials. Fifth, the increase in spending power in Southeast Asian countries is a continuing driving force for luxury building construction, which drives the growth in demand for high-grade insulation materials.
Opportunities and challenges are common to companies serving this market. Frost & Sullivan pointed out that in order to achieve development in this market, companies need to do the following six tasks.
The first is the quality control of the product. The decisive factor for the customer's final choice is the quality of the product. Although the principle of producing insulating materials is very simple, the changes in technology and operating methods will result in different product quality. Product quality through the unit price and pricing will directly affect corporate income. The second is to strengthen services. The on-site technology of thermal insulation materials and subsequent full-service customers can generate large amounts of revenue. Additional services include logistics, thermal insulation system engineering, maintenance, and renovations. Additional service revenue accounts for about 30% to 50% of total revenue. In addition, providing additional services can also earn a good reputation for the company. The third is product differentiation. Any company that wants to further increase its sales needs to focus on product differentiation to provide a variety of personalized products for customers to choose from. The fourth is the price strategy. Most customers are unwilling to accept high prices. How to reduce prices is a problem for companies. Companies can maintain high prices by providing high quality and differentiated products. Providing excellent additional services is a way to avoid vicious price competition. Most multinational companies have followed this trend. Fifth, brand strategy, brand strategy will eliminate low-end competition and vicious price competition. By increasing research and development funding to obtain key technologies and patents, and in the appropriate media advertising can make a well-known brand of products into the national or even global market, not just limited to the regional market. Sixth, expansion strategy. Strategic expansion can quickly increase sales revenue while reducing costs. Mergers and acquisitions are the simplest ways to reduce competition.
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