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Task 2: Technological Perspective
Market Survey
Mr. SAN Vibol
Prof. Dr. SOK Kunthy
Royal University of Agriculture
Effective energy efficiency policy implementation targeting
“New Modern Energy Consumer” in the Greater Mekong Subregion
Page 2
Table of Contents
Chapter 1 .......................................................................................................................................... .
Introduction ..................................................................................................................................... 5
Chapter 2
Methodology ................................................................................................................................... 6
2.1 Specific site description .................................................................................................. 6
2.2 Data Collection ............................................................................................................... 7
Chapter 3
Results and Discussion ................................................................................................................... 9
3.1 Energy efficiency appliance market ................................................................................ 9
3.1.1 Energy label no. 5 of Thailand .................................................................................... 9
3.1.2 Energy efficiency label of Vietnam .......................................................................... 11
3.1.3 Energy efficiency label of European Union.............................................................. 12
3.1.4 Energy efficiency label of Australia ......................................................................... 13
3.1.5 Energy efficiency label of Singapore ........................................................................ 15
3.1.6 Energy efficiency label of China .............................................................................. 15
3.1.7 Energy Efficiency label of America ......................................................................... 16
Chapter 4
Results and Discussion on Retailer ............................................................................................... 18
4.1 Retailer market scheme ................................................................................................. 18
4.2 Availability of electric appliance .................................................................................. 19
4.3 Key barriers to selling energy efficiency technology for households........................... 22
4.4 Knowledge and Skill of staffs and customers to efficient products.............................. 24
4.5 Main drivers of selling energy efficiency technology for households .......................... 26
4.6 Key successful for improve of selling EE products ...................................................... 27
Conclusion .................................................................................................................................... 29
Acknowledgement ........................................................................................................................ 30
References ..................................................................................................................................... 63
Effective energy efficiency policy implementation targeting
“New Modern Energy Consumer” in the Greater Mekong Subregion
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Table of Figures
Figure 2.1: Study location in Cambodia; indicates study locations .......................................... 7
Figure 3.1: Timeline for Label no. 5 for electric appliance in Thailand (Source EGAT) .............. 9
Figure 3.2: Energy label no. 5 in Thailand ................................................................................... 11
Figure 3.3: EE Label ..................................................................................................................... 12
Figure 3.4. European Union .......................................................................................................... 13
Figure 3.5: Energy Efficiency label of Australia .......................................................................... 14
Figure 3.6: EE label of Singapore ................................................................................................. 15
Figure 3.7: Energy efficiency label of China ................................................................................ 16
Figure 3.8: Energy Efficiency label of America ........................................................................... 17
Figure 4.1: Number of employees ................................................................................................ 18
Figure 4.2: Type of retailer shop................................................................................................... 19
Figure 4.3: (a) main products of sampled retailers; (b) percentage of energy efficient products;
(c) percentage of cooking appliance; (d) percentage of energy efficient cooking appliance ....... 21
Figure 4.4: Availability of light bulbs in market in Cambodia ..................................................... 22
Figure 4.5. Percentage of education level of technical staff in GMS countries ............................ 25
Figure 4.6 Training staff on installing and maintaining EE products ........................................... 25
Table of Tables
Table 3.1: Certified products with energy star label (Energy Star, 2015) .................................... 17
Table 4.1: Key barriers to selling energy efficiency technology for households……………… 23
Table 4.2: Main drivers of selling energy efficiency technology for households ........................ 26
Table 4.3: Key successful for improve of selling EE products..................................................... 28
Effective energy efficiency policy implementation targeting
“New Modern Energy Consumer” in the Greater Mekong Subregion
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Abstract
The 2012 World Energy Outlook highlights the importance of energy efficiency (EE) in
reducing greenhouse gas emissions in the coming decades. The objective of this study is to
explore the available energy efficient technologies for using in households, with a focus on low
income households and to assess market barriers to EE products. The study is conducted with
household appliance retail shops in Phnom Penh City and Siem Reap province. The information
on availability and market barriers to EE products is collected using questionnaire. 100 retailers
in Phnom Penh City and 65 retailers in Siem Reap province are randomly selected for face to
face interviews. Results of the study show that EE products for households are available in
market in Cambodia with more than 80% of sampled retail shops selling EE products such as air
conditioner, refrigerator, washing machine, iron, water boiler and water pumping. The study also
indicates that the key barrier indicated by retain shop is that customers don’t care about
environment; they care about the price of EE technology. Other key barriers are that customers
and shop staff are lack of awareness and the information on EE products. Regarding to policy
barrier, financial incentives to EE products and environmental policies and regulations are also
key barrier. This suggests that greater effort to raise awareness of the label and its information
could help households to make better-informed purchasing decisions. It is really important for
importers/government agency to give support on technique and information on energy efficiency
products to wholesalers and retailers in order to spread the message to end users.
Effective energy efficiency policy implementation targeting
“New Modern Energy Consumer” in the Greater Mekong Subregion
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Chapter 1
Introduction
In Cambodia, only 14% of Cambodia’s rural population has access to electricity and
almost 100% of people in urban areas are electrified (World Bank, 2009). While the economic
growth tripled within 12 years, the electricity consumption multiplied by 4.5 in only 9 years:
from 2002 to 2011, the annual electricity demand growth rate in the country was 16.3%. As the
energy demand in Phnom Penh grew a bit faster with an average growth rate of 17% during the
same period, the share of the City of Phnom Penh in the total electricity demand was further
increasing (multiplied by 4.8 since 2002) covering now at least 80% of the country’s total
electricity consumption. In 2009, CO2 emissions from energy consumption amounted to 3.93
million tons of CO2. Both figures primary energy consumption as well as CO2 emission at least
doubled over the past ten years (U.S.Energy Information Administration, 2012).
The 2012 World Energy Outlook highlights the importance of energy efficiency (EE) in
reducing greenhouse gas emissions in the coming decades: energy efficiency is responsible for
75% of emissions reductions by 2020 in a 2°C temperature rise scenario (IEA 2012). For
developing countries, EE will be important since it curbs demand growth, thereby reducing
additional power capacity needs and facilitating cheaper and faster energy access to populations.
Moreover, energy efficiency improvements offer multiple benefits, such as reduced household
energy expenditure and improved productivity, thus contributing to economic growth. Getting
more from existing resources due to increased energy efficiency (EE) also results in reduction in
greenhouse gas (GHG) emissions and enhanced energy security.
In Cambodia, EE products are available in the market. Despite this, non-technical
barriers, such as high up-front capital costs and energy illiteracy, mean that many of these
potential EE gains remain untapped. Many of the non-technical barriers to EE deployment will
be more prevalent in low-energy households. While there have been some regional studies
looking into non-technical barriers, most studies focus on industry and there are few studies
focusing on household EE in the developing world; none have focused on Cambodia. The
Effective energy efficiency policy implementation targeting
“New Modern Energy Consumer” in the Greater Mekong Subregion
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objective of this study is to explore the available energy efficient technologies for using in
households, with a focus on low income households and to assess market barriers to EE
products.
Chapter 2
Methodology
2.1 Specific site description
The study is conducted with household appliance retail shops in Phnom Penh City and
Siem Reap province. Phnom Penh is the capital and largest city of Cambodia and located in the
south-central region of Cambodia, at the confluence of the Tonlé Sap, Mekong, and Bassac
rivers. Situated on the banks of the Tonlé Sap, Mekong and Bassac rivers, the Phnom Penh
metropolitan area is home to about 1.5 million of Cambodia's population of over 14.8 million
(Phnom Penh Municipality, 2014). The city is the wealthiest and most populous city in
Cambodia and is the country's political hub. Siem Reap is the 10th largest province in Cambodia.
With a population of 896,309, it ranks as the 6th largest in the nation. A large portion of Siem
Reap's southern border is demarcated by the Tonle Sap and as such, it is one of the nine
provinces that making up the Tonle Sap Biosphere Reserve. In modern times the province is best
known as the site of Angkor and the Angkor Wat temple ruins (Wikipedia, 2014).
Effective energy efficiency policy implementation targeting
“New Modern Energy Consumer” in the Greater Mekong Subregion
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Figure 0.1: Study location in Cambodia; indicates study locations
2.2 Data Collection
The information on availability and market barriers to EE products is collected using
questionnaire. A review of secondary data was used in the preparation of the instruments for the
study. The questionnaire for barriers to selling energy efficient products in retail shops was
designed based on literature reviewed especially UNEP (2006). The questionnaire comprised 7
broad headings: background information, energy efficient products, knowledge and skill in
maintenance and installation of EE products, barrier, main reason for selling EE products,
activity needed to improve selling EE products, and effective energy efficiency. Under the
Effective energy efficiency policy implementation targeting
“New Modern Energy Consumer” in the Greater Mekong Subregion
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barrier heading, many options related to the subject of the question were designed respondents to
score based on their level of agreement or disagreement. A five-point Likert1 scale was used as
the scoring system to make respondents easier to rate the many options. The average score to
each option by all respondents was calculating to find out which option obtained the higher score
and thus, is more important or likely to happen. The questionnaire contains a for mix of open-
ended and confined questions which were administered in face-to-face interviews in March
2014. 100 retailers in Phnom Penh City and 65 retailers in Siem Reap province are randomly
selected for face to face interviews. To verify the results of the study, consultation workshop has
been organized to discuss with national experts from relevant government institutes and civil
societies.
1A Likert scale is a type of psychometric response scale often used in questionnaires, and is one
of the most widely used scales in survey research. When responding to a Likert questionnaire
item, respondents specify their level of agreement to a statement.
Effective energy efficiency policy implementation targeting
“New Modern Energy Consumer” in the Greater Mekong Subregion
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Chapter 3
Results and Discussion
3.1 Energy efficiency appliance market
Cambodia does not have own EE label in electric appliances and all products are
imported from other countries so energy labels are depended on the country where the products
are imported from. Energy label no.5 of Thailand is the most famous label on EE product in
Cambodia. However, there are other EE labels of China, Europe, US, Australia, and etc.
3.1.1 Energy label no. 5 of Thailand
“Label No. 5” is defined as the energy efficient label for electric appliance in Thailand.
This implication is managed by the Electricity Generating Authority of Thailand (EGAT) since
1991. There are three categories for Label No. 5 implementations as called “3 Es” project which
including energy efficient electric appliance, energy efficient building and energy efficient
attitude. We have found that one of these implementations that related to MECON project is
energy efficient electric appliance which the most effective way to reduce energy consumption is
replacing low quality appliances with efficient one. So far, Thailand has been implemented
“Label no. 5” on twenty electric appliances as shown in Fig. 3.1
Figure 0.1: Timeline for Label no. 5 for electric appliance in Thailand (Source EGAT)
2013
• LED
• Florescent replacement kit
2012
• Water heater
• Washing machine
• Iron
• VentilationFan
2011
• Electric thermal pot
2010
• T5 Luminaries
• Stand by 1 watt
• TV
• Monitor
2009
• Electronic ballast for T5
• Oscillating fan
• T 5
2003
• Electric rice cooker
• Light Luminaries
2001
• Electric fan
1998
• Low loss ballast
1996
• Compact fluorescent lamp
1995
• AC
1994
• Refrigerator
Effective energy efficiency policy implementation targeting
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List of “Label no.5” on electric appliances is as follows
1. Refrigerator
2. Air conditioner
3. Compact Fluorescent Lamp
4. Electromagnetic Ballast
5. Electric Fan
6. Automatic Rice Cooker
7. Lighting Luminaire
8. T5
9. Electronic Ballast T5
10. Double-oscillating Fan
11. TV
12. Monitor
13. T5 Luminare
14. Electric Thermal Pot
15. Ventilation Fan
16. Water Heater
17. Electric Iron
18. Washing Machine
19. T5 Retrofit Set
20. LED
The method for raking the energy efficient for electric appliance is the number of the
label from #1 to #5, the higher number, the higher energy efficiency. Moreover, the label also
shows the average energy consumption per year (kWh/year) and the average electricity price per
year (Baht/year) as shown in Fig. 3.2.
Effective energy efficiency policy implementation targeting
“New Modern Energy Consumer” in the Greater Mekong Subregion
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Figure 0.2: Energy label no. 5 in Thailand
However, the energy label is a voluntary, therefore, some producers did not want to show
their label which is less energy efficient (below than #3). As a result, there are no #1 to #4 but
there is only #5 label in the market. This is because if there were labels which show less energy
efficient, the consumer would simply choose the higher label instead. Therefore, their
competitiveness is less than the #5 label (For more information, please see the detail at
www.dsm.egat.co.th).
3.1.2 Energy efficiency label of Vietnam
Under the National Energy Efficiency Program (VNEEP), managed by the Ministry of
Industry and Trade (MOIT), since 1 July 2013 the EE labelling has become mandatory for four
groups of products, namely, household appliances, office equipment, industrial equipment and
road transport facilities. One of these implementations that related to MECON project is energy
efficient electric appliances which include:
1. Fluorescent
2. Compact fluorescent
3. Air-conditioning
4. Refrigerator
5. Washing machine
6. Electric rice cooker
Energy consumption
(kWh/year)
Efficiency
Average electricity
generation cost (Baht/year)
Detail of electric appliance
(model, capacity)
Type of electric
appliance
The reference year
when get the label
Number 5 shows “Very
good” efficiency
Ministry of Energy EGAT
Effective energy efficiency policy implementation targeting
“New Modern Energy Consumer” in the Greater Mekong Subregion
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7. TV and Fan
The EE label includes two main parts. The first part is to identify the EE products and the
second one is used for rating energy saving (Figure 3.3)
Figure 0.3: EE Label
According to the rating label, the products are ranked on a scale of 1 to 5 stars, where a
rating of 5 stars is the highest efficiency level and 3 star is average. The label also shows
consumers the average energy consumption per year (kWh/year) and the energy efficiency as
shown in Fig. 3.2.
3.1.3 Energy efficiency label of European Union
Europe’s label is used on lamp, refrigerator, washing machine and cooker, etc. The
energy labels are separated into at least four categories (Figure 3.4) (Wikipedia, 2015)2:
The appliance's details: according to each appliance, specific details, of the model and its
materials
2 Wikipedia (2015). European Union energy label. Available at
https://en.wikipedia.org/wiki/European_Union_energy_label#cite_note-3
EE identification label EE rating label
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Energy class: a colour code associated to a letter (from A to G) that gives an idea of the
appliance's electrical consumption
Consumption, efficiency, capacity, etc.: this section gives information according to
appliance type
Figure 0.4. European Union
3.1.4 Energy efficiency label of Australia
The energy rating labelling includes in the range of appliances such as refrigerators,
freezers, clothes dryers, dishwashers, computer monitors, air conditioners and television. The
label gives the appliances a star rating between one and ten stars. The greater the number of stars
is the higher the efficiency (www.energyrating.gov.au/about/energy-rating-labels). It enables
consumers to compare the energy efficiency of domestic appliances on a fair and equitable basis.
Effective energy efficiency policy implementation targeting
“New Modern Energy Consumer” in the Greater Mekong Subregion
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It also provides incentive for manufacturers to improve the energy performance of appliances.
The Energy Rating Label was first introduced in 1986 in NSW and Victoria. It is now mandatory
in all Australian states and territories and New Zealand for refrigerators, freezer, clothes washers,
clothes dryers, dishwashers and air-conditioners. The Energy Rating Label has two main features
that provide consumers with the following information:
The star rating gives a comparative assessment of the model’s energy efficiency.
The comparative energy consumption (usually kWh/year) provides an estimate of the
annual energy consumption of the appliance based on the tested energy consumption and
information about the typical use of the appliance in the home. Air Conditioners show the power
consumption of the appliance (kW or kWh).
Figure 0.5: Energy Efficiency label of Australia
Effective energy efficiency policy implementation targeting
“New Modern Energy Consumer” in the Greater Mekong Subregion
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3.1.5 Energy efficiency label of Singapore
Energy Efficiency label of Singapore is four ticks label and it is the highest rating for
energy efficiency appliances in Singapore. It’s in television, refrigerator and air conditioning that
has one tick to 4 ticks and the more ticks is the more efficiency (NEA, 2015)3.
Figure 0.6: EE label of Singapore
3.1.6 Energy efficiency label of China
In 2005, China launched a categorical mandatory energy information label, adapted from
the EU categorical energy label (Figure 3.7), including five categories of efficiency, from 100%
3 NEA (National Environmental Agency) (2015). The Energy Label. Available at: http://www.nea.gov.sg/energy-
waste/energy-efficiency/household-sector/the-energy-label
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(meeting the minimum standard) to 55% of the minimum standard. Some of the products that are
required to get the energy label are: Washing machines, Air conditioners, Motors, Plasma TVs,
electric cookers, Flat-screen televisions, induction cookers, refrigerators, water heaters, Gas
kettles, Photocopiers, energy-saving lamps, high pressure sodium lights, printers, copiers and
electric fans. It would like to show customers about the efficient of energy. The label has 5
numbers ranking. Number 1 in green colour is the best products and it can save energy and use
less energy and number 5 in red colour is lowest efficiency products. If the product is in number
5, they don’t allow selling in the market (Figure 3.7) (Zhou, Nan 2008).
Figure 0.7: Energy efficiency label of China
3.1.7 Energy Efficiency label of America
ENERGY STAR is a U.S. Environmental Protection Agency (EPA) voluntary program
that helps businesses and individuals save money and protect our climate through superior
energy efficiency. The ENERGY STAR program was established by EPA in 1992, under the
Product manufacturerProduct manufacturer
Product model numberProduct model number
Level (1)Level (1)
Low energy consumptionLow energy consumption
High energy consumptionHigh energy consumption
High energy consumptionHigh energy consumption
National standards numberNational standards number
Off energy consumption (Depending the type of
product, the information in this
section varies)
Off energy consumption (Depending the type of
product, the information in this
section varies)
Effective energy efficiency policy implementation targeting
“New Modern Energy Consumer” in the Greater Mekong Subregion
Page 17
authority of the Clean Air Act Section 103(g) (Energy Star, 2015). This label establishes to
reduce greenhouse gas and any pollution from energy(Figure 3.8).
Table 0.1: Certified products with energy star label (Energy Star, 2015)
Appliances
Air Purifiers (Cleaners)
Clothes Dryers
Clothes Washers
Dehumidifiers
Dishwashers
Freezers
Refrigerators
Electronics
Audio/Video
Set-top Boxes & Cable
Boxes
Slates and Tablets
Telephones
Televisions
Heating & Cooling
Air Conditioning,
Central
Air Conditioning, Room
Boilers
Ductless Heating &
Cooling
Furnaces
Heat Pumps, Air-Source
Heat Pumps, Geothermal
Ventilation Fans
Lighting
Ceiling Fans
Decorative Light Strings
Light Bulbs
Light Fixtures
Office Equipment
Computers
Displays
Imaging Equipment
Small Network
Equipment
Uninterruptible Power
Supplies
Voice over Internet
Protocol (VoIP) Phones
Water Heaters
High Efficiency Electric
Storage Water Heaters
Water Heater, High
Efficiency Gas Storage
Water Heater, Solar
Water Heater, Whole
Home Gas Tankless
Figure 0.8: Energy Efficiency label of America
Effective energy efficiency policy implementation targeting
“New Modern Energy Consumer” in the Greater Mekong Subregion
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Chapter 4
Results and Discussion on Retailer
4.1 Retailer market scheme
In the Cambodia, electric appliances are mostly imported from other countries, especially
Thailand. Retail shops for selling electric appliances in Cambodia can be classified into 3 groups
which are small, medium and large scale based on the number of employees:
1. Small scale shop has less than 5 employees
2. Medium scale shop has 5-10 employees
3. Large scale shop has more than 10 employees
Based on the classification above, Fig. 4.1 clearly indicates that the small retail shops
account for largest share with 86% of total retail shops in Cambodia. Figure 4.1 shows that 46
retail shops employ 2 to 5 workers and 43 shops have less than 2 workers, respectively. Very few
shops employ up to 10 workers, as the retailers are generally small shops. Therefore, family-
based businesses have employed the worker around 2 to 5 people for selling in their house and
they may not have skill with efficiency technology.
Figure 0.1: Number of employees
2 – 5
56%
5 – 8
8%
8 – 10
1%
Less than 2
31%
More than 10
1%
Non
3%
Effective energy efficiency policy implementation targeting
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From the retailer survey, electric appliance shops have two types: Family Business and
privately owned.
1. Family-based Business is the shop that all family’s member contributes in the shop such
as selling, not one seller.
2. Privately owned is the company owned by private owner.
In this study, it was found that there are 134 and 34 shops for family-based business and
privately owned, respectively as shown in Figure 4.1.
Figure 0.2: Type of retailer shop
4.2 Availability of electric appliance
Fig. 4.3 shows main products of interviewed retail shops and percentage of energy
efficient products sold in sampled retail shops. Since there are hundreds of retailers in Phnom
Penh city and Siem Reap province, different types of retailers had to be chosen to conduct face to
face interview. Retail shops are classified into 11 types as shown in Fig. 4.3(a). More than 40%
of total sampled retailers are selling fan, lighting and cooking devices as their main products. To
identify energy efficient products selling in retail shops, several energy efficient labels are
printed to show retail shop owners during interview since we realize that most of shop owners
lack of knowledge in identifying energy efficient products. Based on Fig. 4.3(b), more than 80%
Family
business
80%
Privately
owned
20%
Effective energy efficiency policy implementation targeting
“New Modern Energy Consumer” in the Greater Mekong Subregion
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of retail shops are selling energy efficient products such as air conditioner, refrigerator, washing
machine, iron, water boiler and water pumping, while less than 40% of electric water heater
retail shops are selling the device with energy saving label. Energy efficient electric rice cookers
are also available in market in Cambodia.
As can be seen in Fig. 4.3(d), energy efficient electric rice cookers are available in 71%
of surveyed retail shops in Cambodia. EE electric cooing stove is difficult to find in Cambodia,
which only 14% of survey shops sell the appliance. Other EE cooking appliances such
microwave stove, LPG/PNG stove, biomass stove/coal stove can also be found in Cambodia as
well. Regarding to lighting appliances, Fig. 4.4 shows that inefficient light bulbs are dominant in
Cambodia’ markets. However, efficient light bulb (LED) is available the country as well.
Based on the results of market survey in Cambodia, EE products are available in each
country. However, these EE products, for example air-conditioner, refrigerator, washing
machine, TV, etc., are now quite expensive compared to the low income people but in the future,
together with the improvement of people’s living standards as well as decrease in the EE product
prices due to technical breakthroughs, it is expected that they will become affordable to the poor,
especially the MECON group.
Effective energy efficiency policy implementation targeting
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Figure 0.3: (a) main products of sampled retailers; (b) percentage of energy efficient products;
(c) percentage of cooking appliance; (d) percentage of energy efficient cooking appliance
0
10
20
30
40
50
60
70
Air
Condit
ioner
TV
Fan
Cookin
g A
ppli
ance
Ref
riger
ator
Ele
ctri
c W
ater
Hea
ter
Was
hin
g M
achin
e
Iron
Wat
er B
oil
er
Lig
hti
ng
Wat
er P
um
pin
g
Main
Pro
du
ct (
%)
(a)
0
20
40
60
80
100
120
Ele
ctri
c R
ice
Cooker
Ele
ctri
c C
ookin
g
Sto
ve
Mic
row
ave
Sto
ve
LP
G/P
NG
Sto
ve
Bio
mas
s S
toveC
ook
ing A
pp
lian
ce (
%)
(c)
0
20
40
60
80
100
120
Air
Condit
ioner
TV
Fan
Cookin
g A
ppli
ance
Ref
riger
ator
Ele
ctri
c W
ater
Hea
ter
Was
hin
g M
achin
e
Iron
Wat
er B
oil
er
Lig
hti
ng
Wat
er P
um
pin
g
EE
pro
du
ct (
%)
(b)
01020304050607080
Ele
ctri
c R
ice
Cooker
Ele
ctri
c C
ookin
g
Sto
ve
Mic
row
ave
Sto
ve
LP
G/P
NG
Sto
ve
Bio
mas
s S
tove
EE
Cook
ing A
pp
lian
ce (
%)
(d)
Effective energy efficiency policy implementation targeting
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0
20
40
60
80
100
Inca
ndes
cent
light
bulb
s
Flu
ore
scen
t la
mps
Com
pac
t
Flu
ore
scen
t L
ight
Bulb
s
Lig
ht-
emit
ting
dio
de
lam
ps
Lig
hti
ng D
evic
e (%
)
Figure 0.4: Availability of light bulbs in market in Cambodia
4.3 Key barriers to selling energy efficiency technology for households
In attempt to understand key barriers in selling EE products in Cambodia, this study
shows that the most important barriers indicated by retail shops in the study areas are that
customers don’t care about environment, they care about the price of EE technology. Lack of
awareness of the importance of energy efficiency and the price of EE technology are also the key
barriers in selling EE products. Because of lack of financial resources, customers are careful
about spending in energy efficient products and usually, the price of EE technology is higher
than non-efficient products, which is also a key barrier. During interview, most of respondents
express that customer care about energy saving when they want to buy refrigerator or air
conditioner because these devices highly contribute to monthly electricity consumption. As a
result, it is clearly that the main barriers are due to the Customers’ behaviour and
Knowledge/Skills because customer’s economics is important and efficient technologies is new
thing for them.
Apart from customers’ behaviour and knowledge/skills of technical staff in selected retail
shops in Cambodia, knowledge of shop owner and sell staff on EE products is also low. Most
shop owners and sell staff could not understand the meaning of energy efficient label on the
products in their shop because all EE labels are presented in foreign language and other factors
Effective energy efficiency policy implementation targeting
“New Modern Energy Consumer” in the Greater Mekong Subregion
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rather than EE information can attract their customers. Those factors are product quality, and
utter appearance and function of product. In addition, EE product wholesalers/importers usually
provide direct technical support to customers with well-trained staff, which benefits for
consumers. However, shop owner and sell staff have direct influence on the purchasing decision
of consumers at the beginning, and furthermore, EE products and technical service are mobilized
in Phnom Penh City and three populous provinces, which transport to the nearest purchase
facility may pose a considerable burden to low income households and thereby add to the
transaction costs. As a result, the information on EE may not be presented in a manner that is
easily understandable even though the information is available, and EE products are not available
in many places in Cambodia, which preventing electrified household from accessing to EE
products. According to IEA 2011, the information and distribution market barriers to the
purchase of energy efficient appliances often exist (IEA 2011). Regarding to policy barrier,
Cambodian government does not provide financial incentives to production/importation/
utilization of energy efficient technology and environmental policies and legislation relating to
EE are weak.
Table 4.1 Key barriers to selling energy efficiency technology for households
No. Barriers
Strongly
disagree
(%)
Strongly
agree
(%) Average
Score
1 2 3 4 5
Management
There is a lack of coordination between different
sections within our shop 20.1 26.1 11.9 16.4 25.4 3.00
There is a lack of coordination between external
organizations 23.4 22.7 14.8 11.7 27.3 2.96
Benefits of selling energy efficient technologies
are not quantifiable 8.6 19.4 20.9 24.5 26.6 3.34
Uncertainty regarding the quality 13.2 25.7 11.1 20.8 29.2 3.19
Customers’ behavior
Customers are not familiar with EE technologies 10.1 21.6 13.5 18.9 35.8 3.42
The price is higher compared to non-efficient
technologies 9.3 12.1 21.4 25.7 31.4 3.50
Customers don’t care about environment, they
care about the price of EE technology 4.3 13.0 16.7 26.1 39.9 3.78
There is a lack of awareness of the importance of
energy efficiency 6.9 7.6 22.9 21.5 41.0 3.76
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Knowledge/Skills
It is difficult to access to external technical
information and expertise 5.9 26.7 11.1 19.3 37.0 3.48
Lack of skills for adequate marketing of more
efficient products 13.0 17.4 12.3 26.8 30.4 3.37
Lack of skills for maintaining and installing EE
products 19.6 11.6 18.8 18.1 31.9 3.23
Limited labor availability for maintaining and
installing EE products 11.7 9.5 21.2 21.9 35.8 3.59
Policy
There is a lack of policies, procedures and
systems in our shop 24.0 22.4 16.0 12.0 25.6 2.82
Insufficient market transparency by the lack of
EE labeling 13.1 24.1 11.7 19.0 32.1 3.25
Lack of norms /standards for electrical appliances 11.0 18.6 25.4 12.7 32.2 3.27
Lack of government EE&C policy/strategy 15.7 22.6 9.6 16.5 35.7 3.24
The government does not provide financial
incentives to production/importation/utilization of
energy efficient technology
17.2 16.4 9.0 18.9 39.5 3.37
Environmental policies and legislation relating to
EE are weak 16.9 11.5 20.8 18.5 32.3 3.30
Authorities are not strict in enforcing energy
efficiency and environmental regulations 19.8 10.3 17.5 17.5 34.9 3.29
4.4 Knowledge and Skill of staffs and customers to efficient products
Based on the market survey, the results show that technical staff of retail shops in
Cambodia have different level of education. Fig. 4.5 indicates that retail shops have higher
percentage share of technical staffs with vocational training level, which accounts for 44% of
total retail shops, followed by high school and secondary school education. According to the
results of market survey, level of education of technical staff in retail shops is good enough to
maintain and install EE products. It can be said that education level is not a barrier in promoting
EE products.
Effective energy efficiency policy implementation targeting
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Figure 0.5. Percentage of education level of technical staff in GMS countries
Based on Figure 4.6, some retail shops regularly provide technical training to their staff.
However, only a few surveyed retailers have provided the training on installing and maintaining
EE products to their technical staffs. Therefore, skill of staffs is limitation because they don’t get
much training per year in some retail shop that shown in the Figure 4.6.
Figure 0.6 Training staff on installing and maintaining EE products
[CATEGORY
NAME]
[PERCENTA
GE]
Vocational
Training
44% Hight School
20%
Secondary
School
19%
Primary
School
10%
Illiterate
1%
0
1
2
3
4
5
6
7
8
9
Every month Every 3 months Every 6 months Every year
Nu
mb
er o
f re
tail
sh
op
Frequency of training staff
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4.5 Main drivers of selling energy efficiency technology for households
The results of key drivers of selling energy efficiency technology are presented in the
Table 4.1. According to survey, it was found that the main drivers of selling energy efficiency
energy technology are reducing energy consumption of EE technology (4.15), the improved
relations with customers (3.97), and improved overall environmental performance (3.89). Based
on Table 4.1, it clearly indicates that the purpose of selling energy efficiency technology for
households is to attract customers and comply with environmental regulation in order to
strengthen relations with customers to improve their reputation among customers and
competitors.
Table 0.2: Main drivers of selling energy efficiency technology for households
Main reasons
Strongly
disagree
Strongly
agree Average
Score 1 2 3 4 5
Environmental Concern
Reduced energy consumption 1.4 10.9 11.6 23.2 52.9 4.15
Reduced greenhouse gas emissions 14.2 9.4 11.3 24.5 40.6 3.68
Reduced other emissions (e.g. SOx, NOx) 13.5 3.8 20.2 42.3 20.2 3.52
Improved overall environmental performance 11.5 3.8 14.5 24.4 45.8 3.89
Improved compliance with corporate
environmental targets 13.4 1.6 15 30.7 39.4
3.81
Company Reputation and Profitability
Improved reputation / recognition of the shop 15.1 11.9 13.5 32.5 27 3.44
Improved health and safety of consumers 11.3 12.8 10.5 24.8 40.6 3.71
Improved compliance with governmental
regulations on EE&C 16.4 13.9 15.6 32.8 21.3 3.29
Improved relations with customers 6.6 5.8 15.3 28.5 43.8 3.97
Improved staff pride / morale 16.3 9.3 9.3 28.7 36.4 3.6
Expand business into new areas 14.1 11.7 20.3 25 28.9 3.43
Long-term strategy for energy efficiency 19.7 12.3 9.8 25.4 32.8 3.39
Profitable business 6.1 8.4 16.8 30.5 38.2 3.86
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Competition
Local competition 35.5 19 17.4 10.7 17.4 2.55
Distinguish business from competitors 32.8 14.4 19.2 16.8 16.8 2.7
Consumer attraction 9.7 6.7 14.2 29.1 40.3 3.84
Support
Subsidy from government 42.3 26.8 10.6 3.3 17.1 2.26
Tax reduction 39.6 17.2 8.2 11.9 23.1 2.62
NGOs financial support 45.5 22 8.1 10.6 13.8 2.25
Technical support from government 43.5 21.8 10.5 9.7 14.5 2.3
Technical support from NGO 48 17.9 10.6 9.8 13.8 2.24
Technical support from EE product producer 33.1 10.5 12.1 21 23.4 2.91
4.6 Key successful for improve of selling EE products
During the market survey, retail shop’s representative was asked about the key successful
for improving of selling EE products in their shop. Useful activities for improving of selling EE
products are categorised into three categories: training/course on, information on, and others
(Table 4.2). In the training/course category, maintenance and installation of energy efficiency
products is the useful training activity for improving of selling EE products (3.92) followed by
energy efficient technologies/benefits (3.72). Under the information category, the key
information for improving selling energy efficient products is energy monitoring instruments,
environmental / energy management systems, benchmarking data, energy efficient technologies,
and Government policies / legislation / fiscal incentives. Other activities such as participating in
energy efficiency program, EE product business networks, discounted / free expert’s advice, and
energy fair and newsletters are useful for improving of selling energy efficient products.
Effective energy efficiency policy implementation targeting
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Table 0.3: Key successful for improve of selling EE products
Useful activities
Not
useful
Very
useful Average
Score 1 2 3 4 5
Training / courses on:
Energy efficient technologies 13.4 8.7 7.1 33.9 37 3.72
Environmental / Energy management systems 7.9 15.9 10.3 31.7 34.1 3.68
Maintenance and Installation of energy efficiency
products 12 4 12 24 48 3.92
Kyoto Protocol / Cleaner Development Mechanism
(CDM) 25.8 9.3 16.5 16.5 32 3.2
Information on:
Energy efficient technologies 13.4 6.3 7.1 35.4 37.8 3.39
Environmental / Energy management systems 16.1 7.3 10.5 30.6 35.5 3.62
Energy monitoring instruments 7.5 10.8 13.3 24.2 44.2 3.87
Government policies / legislation / fiscal incentives 18.6 9.7 20.4 16.8 34.5 3.39
Benchmarking data 12.1 14.3 17.6 20.9 35.2 3.53
Kyoto Protocol / Clean Development Mechanism
(CDM) 16.5 14.3 13.2 26.4 29.7 3.38
Others:
Loans / subsidies for energy efficiency technology 14.3 15.1 15.1 28.6 26.9 3.39
Discounted / free expert’s advice 14.6 11.4 15.4 18.7 39.8 3.58
Energy efficiency programs to participate in 4.8 9.5 12.7 23 50 4.04
Directory with energy contacts (technology providers,
energy experts, financers, government agencies etc.) 15 8.8 19.5 24.8 31.9 3.5
EE product business networks 14.4 10.8 13.5 16.1 35.1 3.57
Newsletters with energy developments 12 11 13 30 34 3.63
“Energy Fair” (with technology providers, advisors etc.) 11.3 11.3 16.5 26.8 34 3.61
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Conclusion
The results of market survey in major cities in Cambodia show that all energy efficiency
products are imported from other countries, especially Thailand. Therefore, energy label no.5 of
Thailand is the most famous label on EE products in Cambodia. Other EE labels of Vietnam,
China, European Union, US and Australia, and etc. “Label No. 5” is defined as the energy
efficient label for electric appliance in Thailand since 1991. According to market survey, it
clearly indicates that more than 80% of retail shops are selling energy efficient products such as
air conditioner, refrigerator, washing machine, iron, water boiler and water pumping, while less
than 40% of electric water heater retail shops are selling the device with energy saving label.
Energy efficient electric rice cookers are also available in market in Cambodia with 71% of
visited retailers. For lighting appliances, inefficient light bulbs are dominant in Cambodia’
markets. However, efficient light bulb (LED) is available the country as well.
Energy efficient products are available in GMS countries. However, high price, lack of
skills/knowledge, consumers’ behaviour, and policy are the key barriers to selling EE products in
Cambodia. Many retailers have very few staffs with energy efficient knowledge and in
Cambodia, and shop owners and sell staffs don’t even know the meaning of EE label on EE
products because all EE labels are presented in foreign language. Moreover, accessibility of high
efficient products and technical service is a constraint for retail shop also because EE products
and technical service are mobilized in Phnom Penh City and three populous provinces.
Therefore, it is really important for producers/importers/government agency to give support on
technique and information on energy efficiency products to 2nd
wholesalers and retailers in order
to spread the message to end users.
Regarding to policy barrier, Cambodian government does not provide financial incentives
to production/importation/ utilization of energy efficient technology and environmental policies
and legislation relating to EE are weak. Financial support can encourage the energy efficient
deployment for both producer, wholesalers, retailers and customers. If customers have enough
knowledge on energy efficiency with the adequate financial support, therefore, there is a demand
on high quality products which affect to electric appliance market as a whole. Perception on high
Effective energy efficiency policy implementation targeting
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Page 30
efficient products is important in order to increase the demand in the market. Moreover,
simplificative communication on high efficient products is required for low income customers in
order to encourage the change of customers’ perspective on their energy use behaviour. To deal
with policy barrier, financial incentives to EE products and environmental policies and
regulations are also key barrier.
Acknowledgement
This report is an output from a project co-funded by UK aid from the UK Department for
International Development (DFID), the Engineering & Physical Science Research Council
(EPSRC) and the Department for Energy & Climate Change (DECC), for the benefit of
developing countries. The views expressed are not necessarily those of DFID, EPSRC or DECC.
Effective energy efficiency policy implementation targeting
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Appendix A
General Information of Retailer
Figure A1: Provide installing and maintaining services
Figure A2: Number of employees for installing and maintaining EE products
Yes
29%
No
71%
less than 2 2-5 5-8 More than 10
0
5
10
15
20
25
30
35
40
45
50
Number of employees
Nu
mb
er o
f re
tail
ers
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Figure A3: Vocational training for installers and maintenance staff
Figure A4: Promotion for selling EE products
Provide
delivery
service to
buyer
37%
Provide
maintenance
and
installation
services to
buyer
27%
EE product
warrantee
36%
New EE
products
marketing/sel
ling
12%
New EE
products
installation
45%
New EE
products
maintenance
43%
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Figure A5: Technical Support on selling EE product
Figure A6: Cooperative advertising Support on selling EE product
Lakav
7% LG
14%
no
20%
Panasonic
13%
Samsung
13%
samsung and
sony
company
13%
samsung, LG,
Sony
Company
20%
LG
25%
no
25% Panasonic
12%
Rangdow
13%
Samsung
25%
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Figure A7: Financial Support on selling EE product
Figure A8: Potential growth market of EE product in the future
0
5
10
15
20
25
30
modern
and lessenergy
becauuse
have a lotof
products
have lable
best seller,
peopleknow
about
advantagewhich use
less energy
Can save
money
high
demand
electric is
expensive
Good for
future
Good
quality andenergy
effeciency
Improve
marketingand
demand
people like
to usegreen light
people
want touse easy
products
and safe
Nu
mb
er o
f co
mp
an
ies
Every
company
20%
no
40%
samsung
20%
sony
20%
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Figure A9: Type of customers of retailer shop
Figure A10: Knowledge of customers on EE products
Household
55%
Other
retailers
12%
Other(seller,
worker,
hotel…..)
33%
Very poor
2%
Poor
22%
Moderate
44%
Good
31%
Very good
[PERCENTA
GE]
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Figure A11: EE product preference of customers
Very poor
2% Poor
10%
Moderate
42%
Good
44%
Very good
[PERCENTAG
E]
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Appendix B
Air conditioning
Figure B1: The three best-selling brands of air conditioning in retailer shop
Figure B2: The best-selling capacities of each air conditioning type selling in retailer shop
0 5 10 15 20 25 30 35
Akira
International
LG
Panasonic
Samsung
Sony
Toshiba
Philips
Others
effeciency Rank1 effeciency Rank2 effeciency Rank3
0
5
10
15
20
25
30
35
9000 BTU 12000 BTU 15000 BTU 25000 BTU
effeciency Rank1 effeciency Rank2 effeciency Rank3
Effective energy efficiency policy implementation targeting
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Figure B3: TOP three countries that produce AC and sell in the retailer shop
Appendix C
Lighting
Figure C1: Power of the best-selling Light-emitting diode Lamps (LED) products in retailer
shop
0 5 10 15 20 25 30 35
China
Japan
Korea
Malaysia
Singapore
Thailand
Vietnam
effeciency Rank1 effeciency Rank2 effeciency Rank3
10W
13%
25W
26%
4W
46%
7W
15%
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Figure C2: Power of the best-selling Compact Fluorescent light Bulbs (CFLs) products in
retailer shop
Figure C3: Power of the best-selling Fluorescent Lamps products in retailer shop
Figure C4: Power of the best-selling Incandescent light Bulbs products in retailer shop
100W
2%
12W
30%
15W
14% 18W
7%
25W
35%
8W
9%
other
3%
17W
28%
18W
3%
20W
37%
36W
19%
40W
10%
Other
3%
100W
17%
20W
22%
40 W
46%
60 W
10%
80 W
2% Other
3%
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Figure C5: TOP three countries that produce Light-emitting diode Lamps (LED) and sell in
the retailer shop
Figure C6: TOP three countries that produce Fluorescent Lamps and sell in the retailer shop
Figure C7: TOP three countries that produce Incandescent light Bulbs and sell in the retailer
shop
0 10 20 30 40 50
China
Japan
Korea
Malaysia
Thailand
Vietnam
Singapore
other
Light-emitting diode lamps (LED) Rank1
Light-emitting diode lamps (LED) Rank2
Light-emitting diode lamps (LED) Rank3
0 5 10 15 20 25 30 35 40 45 50 55
China
Japan
Korea
Malaysia
Thailand
Vietnam
Singapore
other
Fluorescent lamps Rank1 Fluorescent lamps Rank2 Fluorescent lamps Rank3
0 5 10 15 20 25 30 35 40 45 50 55 60
China
Japan
Korea
Malaysia
Thailand
Vietnam
Singapore
other
Incandescent light bulbs Rank1 Incandescent light bulbs Rank2
Incandescent light bulbs Rank3
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Figure C8: Percentage of local and imported lighting products sold in retailer shop
Figure C9: Total number of energy efficient lighting products sold in retailer shop in the past
five years
Appendix D
Refrigerator
Figure D1: The best-selling brands of refrigerators in retailer shops
0 10 20 30 40 50 60 70
Local - Incandescent light bulbs
Local - Fluorescent lamps
Local - CFLs
Local - LED
Imported - Incandescent light bulbs
Imported - Fluorescent lamps
Imported - CFLs
Imported - LED
Other (please specify)
0 2 4 6 8 10 12 14
less than 10
10-50
50-100
100-500
More than 500
2009 - EE lighting product sold 2010 - EE lighting product sold 2011 - EE lighting product sold
2012 - EE lighting product sold 2013 - EE lighting product sold
0 5 10 15 20 25 30 35 40
Akira
LG
Samsung
Toshiba
Others
effeciency Rank1 effeciency Rank2 effeciency Rank3
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Figure D2: The countries that produce refrigerator and sell in the retailer shop
Figure D3: Percentage of local and imported refrigerator products sold in retailer shop
0 10 20 30 40 50
China
Japan
Korea
Malaysia
Thailand
Vietnam
Singapore
other
effeciency Rank1 effeciency Rank2 effeciency Rank3
Local -
Conventional
0%
Local -
Inverter/Effici
ent
1%
Imported -
Conventional
38%
Imported -
Inverter/Effici
ent
61%
Local - Conventional Local - Inverter/Efficient
Imported - Conventional Imported - Inverter/Efficient
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Figure D4: Total number of energy efficient refrigerator products sold in retailer shop in the
past five years
Figure D5: The popular label by country that produce refrigerator and sell in the retailer shop
0
2
4
6
8
10
12
2009 - EE fridge
product sold
2010 - EE fridge
product sold
2011 - EE fridge
product sold
2012 - EE fridge
product sold
2013 - EE fridge
product sold
less than 10 10-50 50-100 100-500
0 5 10 15 20 25 30 35
China
Malaysia
Thialand
Singapore
Europe
Japan
Energy Star 2nd
1st 2nd 3th
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Appendix E
Cooking device
Figure E1: Total number of energy efficient of cooking device products sold in retailer shop
in the past five years
Figure E2: The country product that popular labels sold in retailer shop
0 5 10 15 20 25
less than 10
10-50
50-100
100-500
More than 500
2009 - EE product sold 2010 - EE product sold
2011 - EE product sold 2012 - EE product sold
2013 - EE product sold
0 10 20 30 40 50
China
Malaysia
Thialand
Singapore
Veitnam
Japan
Australia
1st 2nd 3rd 4th
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Appendix F
Washing machine
Figure F1: Type of washing machine selling in the retailer shop
Figure F2: Percentage of each product type sold in retailer shop
Conventional
38%
Efficient
62%
Akira
8%
International
8%
LG
13%
Others
4%
Panasonic
17% Philips
4%
Samsung
42%
Sony
4%
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Figure F3: The best-selling brands of washing machine in retailer shops
Figure F4: The capacity (W) of the best-selling washing machine is sold in retailer shop
0
5
10
15
20
%
efficient Rank3 efficient Rank2 efficient Rank1
0
2
4
6
8
10
12
14
16
18
20
Rank 1 -
Conventional
(W)
Rank 2 -
Conventional
(W)
Rank 3 -
Conventional
(W)
Rank 1 -
Efficient (W)
Rank 2 -
Efficient (W)
Rank 3 -
Efficient (W)
Nu
mb
er o
f re
tail
sh
op
s
less than 500
500-800
800-1000
1000-1500
1500-2000
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Figure F5: The countries that produce washing machine and sell in the retailer shop
Figure F6: The country product that popular labels sold in retailer shop
0
2
4
6
8
Nu
mb
er o
f re
tail
sh
op
s efficient Rank 3 efficient Rank 2 efficient Rank 1
China
36%
Malaysia
3%
Thialand
55%
Japan
3%
Australia
3%
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Appendix G
Fan
Figure G1: Type of fan selling in the retailer shop
Figure G2: The best-selling brands of fan in retailer shops
Conventional
45%
Efficientcy
55%
0
10
20
30
40
50
60
Nu
mb
er o
f re
tail
sh
op
s
efficiency Rank1 efficiency Rank2 efficiency Rank3
Effective energy efficiency policy implementation targeting
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Figure G3: The capacity (W) of the best-selling products are sold in retailer shop
Figure G4: The countries that produce fan and sell in the retailer shop
05
101520253035404550
Ran
k 1
-
Co
nv
enti
on
al (
inch
)
Ran
k 2
-
Co
nv
enti
on
al (
inch
)
Ran
k 3
-
Co
nv
enti
on
al (
inch
)
Ran
k 1
- E
ffic
ien
t
(in
ch)
Ran
k 2
- E
ffic
ien
t
(in
ch)
Ran
k 3
- E
ffic
ien
t
(in
ch)
Nu
mb
er o
f re
tail
sh
op
s 8 12 14 16 18 20
0
20
40
60
80
Nu
mb
er o
f re
tail
sh
op
s
effecien Rank3 effecien Rank2 effecien Rank1
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Figure G5: The country product that popular labels sold in retailer shop
Figure G6: Total number of energy efficient of products sold in retailer shop in the past five
years
China
31%
Thialand
65%
Veitnam
2%
Australia
2%
0
2
4
6
8
10
12
2009 - EE
product sold
2010 - EE
product sold
2011 - EE
product sold
2012 - EE
product sold
2013 - EE
product sold
Nu
mb
er o
f re
tail
sh
op
s
Year
less than 10 10-50 50-100 100-500
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Appendix H
TV
Figure H1: Type of TV selling in the retailer shop
Figure H2: The capacity (W) of the best-selling products are sold in retailer shop
box TV
(conventional)
48%
flat/LED
screen
(Efficient)
52%
0
5
10
15
20
25
30
14 19 22 26 32 37 40 46 55
Nu
mb
er o
f re
tail
sh
op
s
Types of the best-selling products (inch)
Rank 1 - Conventional (inch) Rank 2 - Conventional (inch)Rank 3 - Conventional (inch) Rank 1 - Efficient (inch)Rank 2 - Efficient (inch) Rank 3 - Efficient (inch)
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Figure H3: The best-selling brands of TV in retailer shops
Figure H4: The countries that produce TV and sell in the retailer shop
0
5
10
15
20
25
30
Nu
mb
er o
f re
tail
sh
op
s
Conventional Rank1 Conventional Rank2 Conventional Rank3
effecien Rank1 effecien Rank2 effecien Rank3
0
2
4
6
8
10
12
Nu
mb
er o
f re
tail
sh
op
s
Country
Conventional Rank1 Conventional Rank2 Conventional Rank3
efficiency Rank1 efficiency Rank2 efficiency Rank3
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Figure H5: The country product that popular labels sold in retailer shop
Figure H6: Total number of energy efficient of products sold in retailer shop in the past five
years
China
5% Malaysia
5%
Thialand
10%
Japan
15%
Europe
5%
Don't Know
60%
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
2009 - EE
product sold
2010 - EE
product sold
2011 - EE
product sold
2012 - EE
product sold
2013 - EE
product sold
Nu
mb
er o
r E
E T
V
Year
less than 10 10-50 50-100 100-500
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Appendix I
Water boiler
Figure I1: Type of water boiler selling in the retailer shop
Figure I2: The best-selling brands of water boiler sold in the retailer shop
Conventional
16%
Efficient
84%
0
2
4
6
8
10
12
14
16
18
20
Nu
mb
er o
f re
tail
er s
hop
Rank 1-Conventional Rank 2-Conventional
Rank 3-Conventional Rank 1-Inverter/Efficient
Rank 2-Inverter/Efficient Rank 3-Inverter/Efficient
Effective energy efficiency policy implementation targeting
“New Modern Energy Consumer” in the Greater Mekong Subregion
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Figure I3: The capacity (W) of the best-selling products are sold in retailer shop
Figure I4: The countries that produce water boiler
0
2
4
6
8
10
12
14
16
0.5 1 1.5 2 2.5 3 3.5 4 5
Nu
mb
er o
f re
tail
er s
ho
p
Sizes/Capacities of the best-selling products
Rank 1 - Conventional (liter)
Rank 2 - Conventional (liter)
Rank 3 - Conventional (liter)
Rank 1 - Efficient (liter)
Rank 2 - Efficient (liter)
Rank 3 - Efficient (liter)
0
2
4
6
8
10
12
Nu
mb
er o
f re
tail
er s
hop
Rank 1-Conventional
Rank 2-Conventional
Rank 3-Conventional
Rank 1-Inverter/Efficient
Rank 2-Inverter/Efficient
Rank 3-Inverter/Efficient
Effective energy efficiency policy implementation targeting
“New Modern Energy Consumer” in the Greater Mekong Subregion
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Figure I5: The country product that popular labels sold in retailer shop
Figure I6: Total number of energy efficient of products sold in retailer shop in the past five
years
China
13%
Malaysia
16%
Thialand
47%
Korea
3%
Veitnam
8%
Japan
3%
Australia
5%
Don't know
5%
0
1
2
3
4
5
6
7
8
9
2009 - EE
product sold
2010 - EE
product sold
2011 - EE
product sold
2012 - EE
product sold
2013 - EE
product sold
Nu
mb
er o
f re
tail
er s
hop
Years
less than 10 10-50 50-100 100-500
Effective energy efficiency policy implementation targeting
“New Modern Energy Consumer” in the Greater Mekong Subregion
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Appendix J
Iron
Figure J1: Type of iron selling in the retailer shop
Figure J2: The best-selling brands of iron sold in the retailer shop
Conventional
21%
Efficient
79%
0
5
10
15
20
25
Nu
mb
er o
f re
tail
er s
hop
Rank1-Conventional
Rank2-Conventioan
Rank3-Conventional
Rank1-Inverter/Efficient
Rank2-Inverter/Efficient
Rank3-Inverter/Efficient
Effective energy efficiency policy implementation targeting
“New Modern Energy Consumer” in the Greater Mekong Subregion
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Figure J3: The capacity (W) of the best-selling products are sold in retailer shop
Figure J4: Top three countries that produce iron
0
5
10
15
20
25
30
35
Nu
mb
er o
f re
tail
er s
ho
p
Rank 1 - Conventional (W)
Rank 2 - Conventional (W)
Rank 3 - Conventional (W)
Rank 1 - Efficient (W)
Rank 2 - Efficient (W)
Rank 3 - Efficient (W)
0
0.5
1
1.5
2
2.5
3
3.5
Nu
mb
er o
f re
tail
er s
hop
China Japan Malaysia Vietnam other
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“New Modern Energy Consumer” in the Greater Mekong Subregion
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Figure J5: The country product that popular labels sold in retailer shop
Figure J6: Total number of energy efficient of products sold in retailer shop in the past five
years
China
18%
Malaysia
15%
Thialand
56%
Veitnam
3%
Japan
5%
Australia
3%
0
1
2
3
4
5
6
7
8
2009 - EE iron
product sold
2010 - EE iron
product sold
2011 - EE iron
product sold
2012 - EE iron
product sold
2013 - EE iron
product sold
Nu
mb
er o
f re
tail
er s
hop
less than 10 10-50 50-100
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“New Modern Energy Consumer” in the Greater Mekong Subregion
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Appendix K
Water heater
Figure K1: Type of water heater selling in the retailer shop
Figure K2: The capacity (W) of the best-selling products are sold in retailer shop
Conventional
33%
Efficient
67%
0
1
2
3
4
5
6
Nu
mb
er o
f re
tail
er s
hop
less than 1000 2000
Effective energy efficiency policy implementation targeting
“New Modern Energy Consumer” in the Greater Mekong Subregion
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Figure K3: The countries that producer water heater
Figure K4: The country product that popular labels sold in retailer shop
0
1
1
2
2
3
3
4
Nu
mb
er o
f re
tail
er s
ho
p
China Korea Thailand Vietnam Singapore Japan
China
62% Malaysia
12%
Veitnam
13%
Australia
13%
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Figure K5: Total number of energy efficient of products sold in retailer shop in the past five
years
0
0.5
1
1.5
2
2.5
3
3.5
2009 - EE
product sold
2010 - EE
product sold
2011 - EE
product sold
2012 - EE
product sold
2013 - EE
product sold
Nu
mb
er o
f re
tail
er s
ho
p
less than 10 10-50 50-100
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