Deliverable Report for MECON Project Task 2 Market SurveyTask 2-Market s… · Chapter 3 Results...

Deliverable Report for MECON Project

Task 2 Market Survey

Prepared by

Mr.Soe Pyae Aung

Ms. Win Mon Mon Lwin

Myanmar Engineering Society,

Energy and Renewable Energy Committee

January, 2015

Effective energy efficiency policy implementation targeting

“New Modern Energy Consumer” in the Greater Mekong Subregion

Table of Contents

Chapter 1 Introduction 9

1.1 Total Primary Energy Supply in Myanmar 9

1.2 Total Final Energy Consumption in Myanmar 11

Chapter 2 Methodology

2.1 Specific site description 13

2.2 Data collection 14

Chapter 3 Results and Discussion on Wholesaler 15

3.1 Overview of wholesaler market in the country 15

3.2 Availability of electric appliance 16

3.3 Knowledge and skill of staffs and customers to efficient products 16

3.4 Key barriers to selling energy efficiency technology for households 18

3.5 Main drivers of selling energy efficiency technology for households 19

3.6 Key successful for improve of selling EE products 20

Chapter 4 Results and Discussion on Retailer 21

4.1 Retailer market scheme 21

4.2 Availability of electric appliance 22

4.3 Key barriers to selling energy efficiency technology for households 24

4.4 Main drivers of selling energy efficiency technology for households 25

4.5 Key successful for improve of selling EE products 26

Chapter 5 Conclusion 44

Appendix A Wholesaler 42-47

Appendix B Retailer 48-105

References 106



Table of Figures

Figure 1.1: Total primary energy supply in Myanmar between 1991-2009 9

Figure 1.2: Total domestic energy production in Myanmar between 1990-2010 10

Figure 1.3: Final energy consumption by each sector in Myanmar between 1990-2010 11

Figure 1.4: Total Final energy consumption by source 2000-2009 12

Figure 2.1: Map of specific site 13

Figure 3.1: Dealer scheme for electric appliance distribution (source: in this study) 15

Figure 3.2: Multi products wholesaler scheme (source: in this study) 16

Figure 3.3: Education of technical staff for wholesaler shop 17

Figure 3.4: Knowledge of customers on EE products for wholesaler shop 17

Figure 4.1: Type of retailer shop 21

Figure 4.2: Main products sold in retailer shops 22

Figure 4.3 Proportion of energy efficient products sold in the retailer shops 23

Figure 1A: Provide installing and maintaining services 42

Figure 2A: Employees for installing and maintaining EE products 42

Figure 3A: The frequency of training for staff on installing and maintaining EE products 43

Figure 4A: Vocational training to installers and providing maintenance services 43

Figure 5A: Level of education of technical staff 44

Figure 6A: Promotion for selling EE products 44

Figure 7A: The support received to assist the company/shop to sell EE products 45

Figure 8A: The opinion whether EE products have a potential growth market in the future 45

Figure 9A: Market plan on expanding its business in EE products 46

Figure 10A: Type of customers 46



Figure 11A: Knowledge/skills of customers on EE products 47

Figure 12A: EE product preference of customers 47

Figure 1B: Type of business 48

Figure 2B: Number of employees 48

Figure 3B: Main products sold in retailer shops 49

Figure 4B: Provide installing and maintaining services 49

Figure 5B: Number of employees for installing and maintaining EE products 50

Figure 6B: The frequency of training for staff on installing and maintaining EE products 50

Figure 7B: Vocational training for installers and to those providing maintenance services 51

Figure 8B: Level of education achieved for technical staff 51

Figure 9B: Promotion for selling EE products 52

Figure 10B: Support on selling EE product 53

Figure 11B: Potential growth market of EE product in the future 54

Figure 12B: Opinion on expanding its business in EE products 54

Figure 13B: Type of customers of retailer shop 55

Figure 14B: Knowledge/skills of customers on EE products 55

Figure 15B: EE product preference of customers 56

Figure 16B: Type of air conditioners selling in the retailer shop 57

Figure 17B: Percentage of efficient AC sold total product in retailer shop 57

Figure 18B: TOP three best selling capacities of each air conditioning type selling in retailer

shop 58

Figure 19B: the countries produced and selling conditioning type in retailer shop 59

Figure 20B: Percentage of local and imported air conditioning products sold in retailer shop 59



Figure 21B: Total number of energy efficient air conditioning products sold in retailer shop in

the past five years 60

Figure 22B: Type of lighting in the retailer shop 61

Figure 23B: Percentage of each product type sold in retailer shop 61

Figure 24B: TOP of the best-selling lighting products in retailer shop 63

Figure 25B: TOP three countries that produce lighting and sell in the retailer shop 66

Figure 26B: Percentage of local and imported lighting products sold in retailer shop 68

Figure 27B: Total number of energy efficient lighting products sold in retailer shop in the past

five years 69

Figure 28B: Type of fridges selling in the retailer shop 70


Figure 30B: TOP three best-selling brands of refrigerators in retailer shops 71

Figure 31B: TOP three best selling capacities of each type of refrigerators selling in retailer shop

72

Figure 32B: TOP three countries that produce refrigerator and sell in the retailer shop 72

Figure 33B: Percentage of local and imported refrigerator products sold in retailer shop 73

Figure 34B: Total number of energy efficient refrigerator products sold in retailer shop in the

past five years 74

Figure 35B: Type of cooking device selling in the retailer shop 75


Figure 37B: Percentage of local and imported cooking device products sold in retailer shop 77

Figure 38B: Total number of energy efficient of cooking device products sold in retailer shop in


Figure 39B: Type of washing machine selling in the retailer shop 79




Figure 41B: TOP three best-selling brands of washing machine in retailer shops 82

Figure 42B: TOP three countries that produce washing machine and sell in the retailer shop 83

Figure 43B: TOP three capacity (W) of the best-selling washing machine is sold in retailer shop

84

Figure 44B: TOP three best selling capacities of each type of washing machine selling in retailer

shop 86

Figure 45B: Total number of energy efficient of washing machine products sold in retailer shop

in the past five years 87

Figure 46B: Type of fan selling in the retailer shop 88


Figure 48B: TOP three best-selling brands of fan in retailer shops 90

Figure 49B: TOP three countries that produce fan and sell in the retailer shop 91

Figure 50B: TOP three capacity of best selling conventional fan the retailer shop 92

Figure 51B: TOP three capacity of best selling efficient fan the retailer shop 92

Figure 52B: TOP three best selling capacities of each type of fan selling in retailer shop 93

Figure 53B: Total number of energy efficient of fan products sold in retailer shop in the past five

years 94

Figure 54B: Type of TV selling in the retailer shop 95


Figure 56B: TOP three best selling size/capacities of each type of TV selling in retailer shop 97

Figure 57B: TOP three best-selling brands of TV in retailer shops 98

Figure 58B: TOP three countries that produce TV and sell in the retailer shop 99

Figure 59B: Total number of energy efficient of TV products sold in retailer shop in the past five

years 100

Figure 60B: Type of water heater selling in the retailer shop 101



Figure 61B: Percentage of each product type sold in the retailer shop 102

Figure 62B: Top three best selling brands of water heater sold in the retailer shop 103

Figure 63B: Top three countries that producer water heater 104

Figure 64B: Top three best selling capacities of each type of water heater 105

Figure 65B: Total number of energy efficient of water heater product sold in the retailer shop in




Tables

Table 3.1: Barrier to selling EE technology for household 18

Table 3.2: Main drivers of selling energy efficiency technology for households 19

Table 3.3: Key successful for improve of selling EE products 20

Table 4.1: Key barriers to selling energy efficiency technology for households 24

Table 4.2: Main drivers of selling energy efficiency technology for households 25-26

Table 4.3: Key successful for improve of selling EE products 26-27

Table 4.4: General information analysis 28

Table 4.5: Availability of each product analysis 29-34

Table 4.6: Knowledge and skill analysis 35-38

Table 4.7: Barriers for selling EE appliances analysis 39

Table 4.8: Main driver for selling EE appliances analysis 40

Table 4.9: Key successful for selling EE appliances analysis 41



Chapter 1

Introduction

Introduction

Myanmar self-sufficiency rate of energy supply is only 50% meet to domestic demand

for Oil and natural gas [MOE, 2014]. The electrification ratio is only 30% [MOEP, 2014]. The

demand for fuelwood and charcoal for cooking is rising with the growth in population especially

in rural area. The power shortage between supply and demand is also increasing as -61 MW

(Supply 724MW and Demand 785MW) in 2001 and its reach to -240 MW (Supply 1060MW and

Demand 1300MW) in 20091. The government is trying to increase the electricity supply to meet

the demand by setting targets and goals. Energy efficiency in demand side is also important to

reduce the gap between power supply and demand.

1.1 Total Primary Energy Supply in Myanmar

1.1.1 Domestic Production

Domestic primary energy production in 2010 was 13,997 ktoe with an increase of 0.42%

over 14,056 ktoe at 2011. Biomass is a major domestic energy source, with total production at

10,495ktoe, 78.7 % of total domestic energy production in 2010. The second and third domestic

energy sources were oil and gas, accounting for 7.76 % and 4.46 % respectively in Fig 1.2.

Figure 1.1: Total primary energy supply in Myanmar between 1991-2009



Figure 1.2: Total domestic energy production in Myanmar between 1990-2010

1.1.2 Exports

Myanmar also exports for natural gas in Asia Pacific Region gas trade movement by

pipeline near export volume for 9.89 Billion Cubic Meters (BCM) in year 2007.Another export is

coal for 228.59 Tons in Thousands in year 2007-2008.



1.2 Total Final Energy Consumption in Myanmar

1.2.1 Total Final Energy Consumption by Fuel Type

Total final energy consumption in Myanmar was about 13,080 ktoe in 2011.The main

final energy consumption sector is residential for 10,398 ktoe (82.49 % ) in 2010,industry sector

for 1283 ktoe (10.17 % ) , transport for 812 ktoe (6.44 % ), and commercial and public services

for 111 ktoe (0.9%) respectively at Fig. 1.3.

Figure 1.3: Final energy consumption by each sector in Myanmar between 1990-2010



Figure 1.4: Total Final energy consumption by source 2000-2009



Chapter 2

Methodology

2.1 Specific site description

Market survey is divided into three categories which are producer, wholesaler and

retailer. However Myanmar do not have energy efficient appliance producers and we have got a

chance to interview only four wholesalers and 21 retailers .We used face to face method for all

of the surveys. For the retailer survey, there is quite good cooperation from them which total

number of retailer survey is 21 samples as shown in Fig. 2.1.

Figure 2.1: Map of specific site



2.2 Data collection

There are twelve regions in Myanmar that were surveyed on the availability on energy

efficient products. It can be categorized with the number of retailer survey as following.

1. Northern 2samples

2. Ayeyarwaddy Delta 3 samples

3. Southern Eastern 4 samples

4. Eastern 5 samples

5. Central 2 samples

6. Yangon 5 samples

Total 21 samples

The criterion for selecting site of market survey is according to the household survey on

Task 3. This is because to track the relationship between the availability of electric appliance

in the market and the product used in household. In this study, we use “Surveymonkey”

software as a tool for collecting data from the survey.



Chapter 3

Results and Discussion on Wholesaler

3.1 Overview of wholesaler market in the country

3.1.1 Wholesaler market scheme

There are two categories of wholesalers in Myanmar which are single product wholesaler

and multi products wholesaler as following

3.1.1.1Dealer

This wholesaler is defined as a dealer who is responsible to sell the product from the

company. There will be dealers in many areas in each region or city around of Myanmar. The

products are mainly high price electric appliance such as washing machine, air conditioning,

refrigerator and etc. They will have some product model in the shop which they do not have

many stocks. This is because the high cost investment. Once there are any orders from retailers

that the wholesalers do not have stocks, they will order from the company then will deliver to

customers later as shown in Fig. 3.1

Figure 3.1: Dealer scheme for electric appliance

distribution (source: in this study)

3.1.1.2 Multi products wholesaler

This category has many products and brands in the shop. There are many models which

depend on order from the retailers. However, most of the products are mainly medium to low

price such as electric water heater, cooking devices, fan, iron, electric kettle, lighting devices and

etc.Some products are higher to medium price such as air conditioning, refrigenerator, washing

machine, pumps, water boilers, TV, and etc. This is because the high price electric appliance as

mentioned in Section 3.1.1.1 are sold by dealer instead. Some wholesalers have the office center

in Myanmar where distribute products to retailer shops in each region later as shown in Fig. 3.2

Wholesaler

(Dealer)

Retailer 1

Retailer 2

Retailer n

Company

supplier



Figure 3.2: Multi products wholesaler scheme (source: in this

study)

3.2 Availability of electric appliance

There is availability of electric appliance for wholesalers. This is because wholesaler can

access directly to the producers which are non energy efficient and energy efficiency products. It

depends on the market strategic of the wholesalers for energy efficiency products sold in the

shop. Most of availability electric appliances products of multi products wholesaler are fan, rice

cooker, iron, water boiler and lamps, TV, cooking appliance. For those high price electric

appliances can be found from the dealer because it is a representative supplier of the company

products with many choices of models.

3.3 Knowledge and skill of staffs and customers to efficient products

Based on the survey result, most of the staffs have Master degree at approximately 25%,

undergraduate degree at 25%,high school degree at 25% and another 25% has secondary school

degree. As a result, it has shows that the knowledge and skill of staffs to efficient products are

intermediate while 50% of customer knowledge on EE products is moderate, another 25% of

customer is good and the remaining 25% is poor knowledge on EE products as shown in Fig. 3.3

and 3.4.

Wholesaler in

the region

Retailer 1

Retailer 2

Retailer n

Company

supplier

Wholesaler

center



Figure 3.3: Education of technical staff for wholesaler shop

Figure 3.4: Knowledge of customers on EE products for wholesaler shop



3.4 Key barriers to selling energy efficiency technology for households

3.4.1 BarriersThe results of key barriers to selling energy efficiency technology is shown in the

Table 3.1

Table 3.1: Barrier to selling EE technology for household

Detail

Strongly

disagree

Strongly

agree Don't

know

Average

Score 1 2 3 4 5

Management

There is a lack of coordination between different

sections within our shop 0 0 0 3 1 0 4.25

There is a lack of coordination between external

organizations 0 1 0 2 1 0 3.75

Benefits of selling energy efficient technologies are

not quantifiable 0 0 1 2 1 0 4

Uncertainty regarding the quality 0 0 3 1 0 0 3.25

Customers’ behavior

Customers are not familiar with EE technologies 0 0 0 1 3 0 4.75

The price is higher compared to non-efficient

technologies 0 0 0 1 3 0 4.75

Customers don’t care about environment, they care

about the price of EE technology 0 0 1 2 1 0 4

There is a lack of awareness of the importance of

energy efficiency 0 0 0 1 3 0 4.75

Knowledge/Skills

It is difficult to access to external technical

information and expertise 0 1 0 0 3 0 4.25

Lack of skills for adequate marketing of more

efficient products 0 1 0 2 1 0 3.75

Lack of skills for maintaining and installing EE

products 0 1 2 1 0 0 3

Limited labor availability for maintaining and

installing EE products 0 1 0 1 2 0 4

There is a lack of awareness of the importance of

energy efficiency 0 0 0 2 2 0 4.5

Policy

There is a lack of policies, procedures and systems in

our company 0 0 0 3 1 0 4.25

Insufficient market transparency by the lack of EE

labeling 0 0 0 1 3 0 4.75

Lack of norms /standards for electrical appliances 0 0 0 1 3 0 4.75

Lack of government EE&C policy/strategy 0 0 0 1 3 0 4.75

The government does not provide financial incentives

to selling/importing/utilizing of energy efficient

technology

0 0 0 0 4 0 5

Environmental policies and legislation relating to EE

are weak 0 0 0 2 2 0 4.5

Authorities are not strict in enforcing energy

efficiency and environmental regulations 0 0 1 2 1 0 4

Top 5 main barriers for selling EE products of wholesalers are lack of environment policy

and legislation relating to EE (4.5), less enforcing energy efficiency and environment regulation

(4.), lack of awareness of importance of energy efficiency (4.5), insufficient financial incentives

to selling/importing/utilizing of energy efficient technology and EE&C policy and strategy



(4.25), and lack of standard for electrical appliance (4.75). It was found that the main barriers

are from lack of EE policy and incentives of the government as well as consumer behavior.

3.5 Main drivers of selling energy efficiency technology for households

The results of key drivers of selling energy efficiency technology are presented in the Table

5.2. According to survey, it was found that the TOP 5 main drivers are tax reduction (3.25),

technical support from the government (4.25) as well as from technical (3.75) and financial

support from the NGOs (3.75). Moreover, the need for increasing environment concerns on

reduced greenhouse gas emission and other emissions (3.5) are important for driving wholesalers

of selling EE products.

Table 3.2: Main drivers of selling energy efficiency technology for households

Detail

Strongly

disagree

Strongly

agree

Average Score

1 2 3 4 5 Don't

know

Environmental Concern

Reduced energy consumption 0 0 0 1 3 0 4.75

Reduced greenhouse gas emissions 0 0 0 2 1 1 3.25

Reduced other emissions (e.g. SOx, NOx) 0 0 0 1 2 1 3.5

Improved overall environmental performance 0 0 0 1 2 1 3.5

Improved compliance with corporate

environmental targets 0 0 1 2 0 1 2.75

Company Reputation and Profitability

Improved reputation / recognition of the shop 0 0 0 1 2 1 3.5

Improved health and safety of consumers 0 0 1 2 1 0 4

Improved compliance with governmental

regulations on EE&C 0 0 1 3 0 0 3.75

Improved relations with customers 0 1 0 2 1 0 3.75

Improved staff pride / morale 0 0 0 3 1 0 4.25

Expand business into new areas 0 0 0 1 3 0 4.75

Long-term strategy for energy efficiency 0 0 0 3 1 0 4.25

Profitable business 0 0 0 3 1 0 4.25

Competition

International competition 0 0 0 3 1 0 4.25

Distinguish business from competitors 0 1 0 3 0 0 3.5

Consumer attraction 0 1 1 2 0 0 3.25

Local competition 0 1 0 3 0 0 3.5

Support

Subsidy from government 1 0 0 2 1 0 3.5

Tax reduction 1 0 0 3 0 0 3.25

NGOs financial support 1 0 0 1 2 0 3.75

Technical support from government 0 1 0 0 3 0 4.25

Technical support from NGO 0 1 0 2 1 0 3.75

Technical support from EE product producer 0 0 0 3 1 0 4.25



3.6 Key successful for improve of selling EE products

The results of the need to improve the activity of selling energy efficiency technology are

presented in the Table 3.3.

Table 3.3: Key successful for improve of selling EE products

Detail

Strongly

disagree

Strongly

agree Don't

know

Average

Score 1 2 3 4 5

Training courses on

Energy efficient technologies/benefit 0 0 0 0 4 0 5

Environmental / Energy management

systems 0 0 0 2 2 0 4.5

Kyoto Protocol / Clean Development

Mechanism (CDM) 0 0 1 3 0 0 3.75

Maintenance and installation of EE

products 0 0 0 2 2 0 4.5

Information on:

Energy efficient technologies 0 0 0 1 3 0 4.75

Environmental / Energy management

systems 0 0 0 3 1 0 4.25

Energy monitoring instruments 0 0 0 3 1 0 4.25

Government policies / legislation /

fiscal incentives 0 0 0 3 1 0 4.25

Benchmarking data 0 0 1 1 2 0 4.25

Kyoto Protocol / Clean Development

Mechanism (CDM) 0 0 1 1 2 0 4.25

Others

Loans / subsidies for energy

efficiency technology 0 0 0 2 2 0 4.50

Discounted / free expert’s advice 0 0 0 3 1 0 4.25

Energy efficiency programs to

participate in 0 0 0 3 1 0 4.25

Directory with energy contacts

(technology providers, energy experts,

financers, government agencies etc.)

0 0 0 3 1 0 4.25

EE product business networks 0 0 0 3 1 0 4.25

Newsletters with energy

developments 0 0 1 2 1 0 4.0

“Energy Fair” (with technology

providers, advisors etc.) 0 0 1 2 1 0 4.0

It was found that the TOP 5 keys successful for improve of selling EE products are

mainly the supports on information such as free expert’s advice (4.25), energy fair (4.0),

benchmarking data (4.25) as well as the directory with energy contacts (technology providers,

energy experts, financers, government agencies etc.) (4.25), and government policies and fiscal

incentives (4.25). These keys successful will provide wholesalers on the EE information products

which they can deliver to their customers.



Chapter 4

Results and Discussion on Retailer

4.1 Retailer market scheme

From the retailer survey, electric appliance shops can be divided into 3 categories which

are small, medium and large scale. The criterion for categorizing of retailer in this study is the

number of products in the shops as following

1. Small scale shop has 1-3 products

2. Medium scale has 3-5 products

3. Large scale more than 5 products

Figure 4.1: Type of retailer shop

In this study, it was found that there are 4, 7, and 10 shops for small, medium and large

scale shop, respectively as shown in Fig. 4.1. For small scale shop, there are only one or two

products which is mainly TV, lighting or air conditioning. For small scale shop that has only one

product such as air conditioning, it is a dealer and retailer for company product.

Medium scale shop is defined as a shop who sells 2-5 products. They are mainly fan,

cooking appliance and water boiler. These products are usually used in low income household.

For large scale shop, it is defined as a shop who sells more than 5 products. Beside general

household electric appliances product sold, there will be high price of electric appliances in the

shop as well such as TV, radio, air conditioning, washing machine, and refrigerator.



4.2 Availability of electric appliance

Most of the shops are medium scale accounting at more than 50 % of total retailer shops.

It was found that their main products are fan, cooking appliance, TV, and iron. These products

are generally found more than 50% of total retailer shops as shown in Fig. 4.2

Figure 4.2: Main products sold in retailer shops



Figure 4.3: Proportion of energy efficient products sold in the retailer shops

From this study, it was found that the products sold in the retailer shops are mainly

energy efficient products which accounts more than 50% of total product sold as shown in Fig.

4.3. However, if take the small scale retailer shop into consideration only, it was found that the

percent share of energy efficient products sold is less than 50% of total products. This is because

the affordability of the customers who are mainly low income people.

Moreover, it was found that the availability of the energy efficient products of retailer

shops depends on the accessibility from the wholesaler in the region as well. There is an example

of special case from retailer survey in the some of the rural areas of Myanmar, the retailer shop is

very far away from the center of the city, therefore, they can travel only once a month to

wholesaler shop which generally buy only low price of products. This is because the cheaper

products can sell faster than higher one. If there is an order of energy efficient products, the

customers have to wait another month. However, customers cannot be able to wait for long time

because it is necessary to use the new one as soon as possible.



4.3 Key barriers to selling energy efficiency technology for households

The results of key barriers to selling energy efficiency technology is shown in the Table

4.1

Table 4.1: Key barriers to selling energy efficiency technology for households

Detail Strongly

disagree

Strongly

agree Don't

know

Average

Score Answer Options 1 2 3 4 5

Management

There is a lack of coordination between

different sections within our shop 2 1 7 9 1 0 3.30

There is a lack of coordination between

external organizations 0 2 8 7 3 0 3.55

Benefits of selling energy efficient

technologies are not quantifiable 0 1 8 8 3 0 3.65

Uncertainty regarding the quality 0 0 7 10 3 0 3.8

Customers’ behavior

Customers are not familiar with EE

technologies 0 1 5 8 5 0 3.89

The price is higher compared to non-

efficient technologies 0 0 3 9 7 0 4.2

Customers don’t care about environment,

they care about the price of EE

technology

0 2 7 7 2 0 3.5

There is a lack of awareness of the

importance of energy efficiency 0 1 5 7 6 0 3.95

Knowledge/Skills

It is difficult to access to external

technical information and expertise 0 4 4 8 4 0 3.6

Lack of skills for adequate marketing of

more efficient products 0 4 7 5 4 0 3.45

Lack of skills for maintaining and

installing EE products 0 2 6 8 4 0 3.7

Limited labor availability for maintaining

and installing EE products 1 2 6 9 2 0 3.45

Policy

There is a lack of policies, procedures

and systems in our shop 0 2 5 8 5 0 3.8

Insufficient market transparency by the

lack of EE labeling 0 2 9 7 2 0 3.45

Lack of norms /standards for electrical

appliances 0 0 3 8 8 0 4.26

Lack of government EE&C

policy/strategy 0 1 9 7 4 0 3.67

The government does not provide

financial incentives to

production/importation/utilization of

energy efficient technology

0 3 6 10 1 0 3.45

Environmental policies and legislation

relating to EE are weak 0 0 10 9 0 0 3.47

Authorities are not strict in enforcing

energy efficiency and environmental

regulations

0 2 6 10 2 0 3.6



It was found that the key barriers are policy from the government which mainly are the

financial support for energy efficient products (3.45), the weakness of environmental policies

and legislation (3.47) and difficult to access to external technical information and expertise (3.6).

Moreover, there is not strict in enforcing energy efficiency and environmental regulations (3.6)

as well as lack of consumer behavior on environment (3.5). As a result, it is clearly that the main

barrier is from the government policy and strategies, which result the retailer shops, have

difficulties on access to financial and technical support information.

4.4 Main drivers of selling energy efficiency technology for households

The results of key drivers of selling energy efficiency technology are presented in the

Table 4.2.

Table 4.2: Main drivers of selling energy efficiency technology for households

Detail

Strongly

disagree

Strongly

agree Don't

know

Average

score

1 2 3 4 5

Environmental Concern

Reduced energy consumption 0 2 4 10 5 0 3.86

Reduced greenhouse gas

emissions 0 2 6 8 5 0 3.76

Reduced other emissions (e.g.

SOx, NOx) 0 2 6 7 6 0 3.81

Improved overall

environmental performance 0 1 8 7 5 0 3.76

Improved compliance with

corporate environmental targets 0 3 5 10 3 0 3.62

Company Reputation and Profitability

Improved reputation /

recognition of the shop 0 2 6 10 3 0 3.67

Improved health and safety of

consumers 0 3 5 9 4 0 3.67

Improved compliance with

governmental regulations on

EE&C

0 2 9 8 2 0 3.48

Improved relations with

customers 0 1 8 10 2 0 3.62

Improved staff pride / morale 0 2 5 10 3 0 3.70

Expand business into new areas 0 2 5 9 5 0 3.81

Long-term strategy for energy

efficiency 0 2 6 8 5 0 3.76

Profitable business 0 2 5 10 4 0 3.76

Competition

Local competition 0 2 5 11 3 0 3.71

Distinguish business from

competitors 0 1 6 10 4 0 3.81

Consumer attraction 0 2 9 6 4 0 3.57

Support

Subsidy from government 2 1 6 8 4 0 3.52



Tax reduction 1 1 6 8 5 0 3.71

NGOs financial support 2 1 6 7 4 0 3.50

Technical support from

government 1 2 6 7 5 0 3.62

Technical support from NGO 1 2 5 9 4 0 3.62

Technical support from EE

product producer 1 1 5 9 5 0 3.76

According to survey, it was found that the main drivers of selling energy efficiency

energy technology are technical support from EE producers (3.76), and increase company

reputation and profitability on expand their business (3.67), improve staff pride and moral (3.70)

and expand long term strategy for energy efficiency (3.76) and business profit (3.76). The

technical support from EE product can help retailer for expand their business into new areas

which can increase the local competition level from another retailer shop as well.

4.5 Key successful for improve of selling EE products

The results of the need to improve the activity of selling energy efficiency technology are

presented in the Table 4.3.

Table 4.3: Key successful for improve of selling EE products

Detail

Strongly

disagree

Strongly

agree Don't know Average

score 1 2 3 4 5

Training courses on

Energy efficient

technologies/benefit 0 1 3 8 8 0 4.15

Environmental / Energy

management systems 0 1 5 10 5 0 3.90

Kyoto Protocol / Clean

Development Mechanism (CDM) 0 3 5 7 6 0 3.76

Maintenance and installation of

EE products 0 1 5 8 6 0 3.95

Information on:

Energy efficient technologies 0 2 5 9 5 0 3.81

Environmental / Energy

management systems 0 1 8 9 3 0 3.67

Energy monitoring instruments 0 1 5 12 3 0 3.81

Government policies / legislation /

fiscal incentives 0 3 4 12 2 0 3.62

Benchmarking data 0 1 5 11 4 0 3.86

Kyoto Protocol / Clean

Development Mechanism (CDM) 0 1 5 8 7 0 4.00

Others

Loans / subsidies for energy

efficiency technology 0 1 5 8 4 0 3.83

Discounted / free expert’s advice 0 1 5 9 4 0 3.84

Energy efficiency programs to

participate in 0 1 8 8 2 0 3.58

Directory with energy contacts

(technology providers, energy

experts, financers, government

agencies etc.)

0 1 5 11 2 0 3.74



EE product business networks 0 1 5 9 4 0 3.84

Newsletters with energy

developments 0 1 6 9 3 0 3.74

“Energy Fair” (with technology

providers, advisors etc.) 0 2 3 11 3 0 3.79

It was found that TOP 5 needs for improving of selling EE products are providing

information on EE technology which can be in “energy fair” exhibition (3.79), newsletter and

business network (3.74), information on Government policies, legislation and fiscal incentives

(3.62), training course on energy efficient technologies/benefit (4.15) and providing EE product

business network (3.84). Producer and governmental can spread out the energy efficient

technology as well as fiscal incentive on EE products to retailer shop better than wholesaler

shop. This is because they have more potential on human resource and incentive in order to

provide information and technical support need to retailer directly.

Effective energy efficiency policy implementation targeting “New Modern Energy Consumer” in the

Greater Mekong Subregion

Table 4.4: General information analysis

Section Question from

questionnaire Relevance Result Analysis

Part 1 General

information

Type of

Business

Identify the type of

retailer shop in

Myanmar

Most of retailer shop is family business

at approximately 85.7% and the rest

14.3 % is privately owned by

coorparate-like companies.

Electric appliance retailer shops in Myanmar

are mainly family business which has been

operated for generations and some are

privately owned by cooperate like companies.

Number of

employee

The number of staffs

for retailer shop which

can identify the

potential of seller,

maintaining service

and some are

Installation service

also.

The amounts of employees at the

retailer shops are between 2-5 persons,

76.2 % and more than 10 persons are

23.8% respectively.

The main responsibility for employees at the

retailer shops is to sell products, to provide

delivery serviceand some retailer shops which

has more staffs can give maintenance and

installation service for customers. A small

shop normally has less than twoemployees

which means the owners must do most of

works in their businesses and they will do not

only selling but also some accountant work.

Main products

This question helps to

identify what

appliance that

available in most of

retailer shop

Most of available electric appliances in

the retailer shops are fan, cooking, TV

electric iron and lighting device.

Most of medium and small retailer shops have

appliances needed by most households. On

the other hand, larger retailer shops have

more variety of products including many

high-energy-consuming appliances, e.g. AC,

Refrigerator, washing machine, water heater

and so on.



Table 4.5: Availability of each product analysis



Part 2

Availability of

each product

AC

Identify the

availability of

electric

appliance in the

market

Most of AC that being sold in the

market are conventional type for 57 %

and energy efficient products (with

No.5 EE label) for 43 % and the

bestselling AC capacity is 900BTUin

both conventional type and Energy

Efficiency type. Most of the

conventional type AC in Myanmar is

China brand and energy efficiency

type is Japan and Thailand brand.

Since an air-conditioning unit

consumes lot of electricity, and the

electricity bill also so much cost. Most

of the customers are more concern of

energy consumption but some cannot

afford to purchase EE/ Inverter type

AC because the price is more cost 2 to

3 times for initial payment cost. They

wish to buy EE type if they can.

Therefore, air-conditioning units with

EE label should be more available in

the market with suitable price.

Lighting

Incandescent light (71.4%),

Fluorescent lamps and light emitting

diode lamp (66.7%) and CFL(61.9%)

are the most available lighting

appliances in the retailer shops. The

best selling wattage in Incandescent

light is 60W, Fluorescent lamps is

36W, LED is 25W and CFL is 12W

respectively.

Incandescent light is the most dominate

for households in the market because it is

cheaper than other and most of the

customers think for high initial payment

cost and they cannot afford to purchase EE

lighting products which are high initial

cost (2-5 times). Some of the retailers

remark that there is no customer who is

coming to ask the EE products and they

only concern with the initial

cost.Therefore,They only want to sell what

the customers wants.But,some of the low

income household in rural area and sub

urban area use CFL and

LED lamp but they are Un-trust of the

quality of EE product, poor electrical

power system and voltage drop.



Table 4.5: Availability of each product analysis (cont’)



Part 2

Availability of

each product

Fridge

Identify the

availability of

electric

appliance in the

market

Most of refrigerators sold in the

market are 76.2 % for both the energy

efficient products and conventional

type products, and the best selling

capacity is 7-8 cubic feet for Energy

Efficiency type and 6-7 cubic feet for

conventional type. Most of the EE

products are made in Thailand and

Japan. Conventional type products for

China and Thailand.

Same as AC, refrigerators is an

appliance consuming lot of electricity.

Therefore, customers wish to buy more

expensive products with higher energy

efficiency. But, the current electricity

payment for Myanmar is not so much

expensive and 34.5% of HH

perspective thinks that what they spend

on electricity and fuels as a proportion

of their total household income is

moderately acceptable.90.5% of

retailer shop think that EE products

have a potential growth market in the

future and only 33.3% of HH for

Knowledge /skills on EE products is

good.






Part 2

Availability of

each product

Cooking

Identify the

availability of

electric

appliance in the

market

Electric rice cooking is the most

common cooking appliance (100%) in

retailer shops, electric cooking stove

(50%) and microwave stove (75%). The

products with No.1,2,3 energy

efficiency label have higher shares than

the conventional products. Most of the

products are produced in Thailand,

Japan and China brand.

Electric rice cooker is a fundamental

household appliance not only urban area

but also rural area as most of the

households own it. Many people who

stay in apartment use electric rice

cooker for their daily meal and each

own it. According to the research, the

power consumption for each apartment

is very much and they are willing to use

EE electric rice cooker. It is mostly used

every day, but for just very short time

daily. This could give the huge number

of electricity consumption if there is no

any specific policy for this kind of uses.

By the comparison from 2009 to 2013,

the total number of EE cooking devices

sold in retailer shop increase 4-5 times.

Washing machine

All of the retailer shop (100%) are

sellingl type washing machine and only

50% for energy efficient type. 75 % of

the appliances are No.5 EE labels. Most

of the Energy Efficient washing

machine are made in Thailand and

Japan . The best-selling washing

machines consume energy between 500-

800W, or have the capacity is 9 kg.

Washing machines consume lot of

energy, so it is more likely that

consumers would prefer ones with

higher efficiency. But, most of the EE

products cannot be seen in all around

Myanmar. Yangon has different variety

of brands imported from different

countries. Mandalay has more products

from China. Other places mainly selling

Thailand products.





questionnaire Relevance Result

Part 2

Availability of

each product

Fan

Identify the

availability of

electric

appliance in the

market

61.1 % of electric fans in the retailer

shops are energy efficient products.

The energy efficient electric fans are

mostly produced in Thailand following

by China and Japan, respectively. The

best selling capacity is approximately

50-100 W, or 12 inches electric fan for

conventional type and 16 inches for

Energy Efficiency type. Nearly 90% of

EE fans are imported products.

Same as electric rice cookers, electric

fans are one of the fundamental

household appliances owned by most

low-income households. It is used for a

long period daily because of the hot

weather in Myanmar. Therefore, an

electricity fan is likely to consume lot

of energy especially for people with

low income who cannot afford AC.

But there are still limitation barriers

for availability of EE products in

remote areas.






Part 2

Availability of

each product

TV

Identify the

availability of

electric

appliance in the

market

85.7 % of the television sets sold in

the retailer shops are Box

TV(conventional type) and 61.9% is

flat TV or LED screen. The best

selling screen sizes are 26 for

conventional type and 22 inches for

inverter type respectively. The energy

efficient products are mostly made in

Thailand, then Japan and Korea.

Large retailer shops sell flat TV or

LED screen mainly while small scale

shops mostly offer box TV. Low

income customers’ behaviors hesitate

to change or replace new EE product

without any damage and they are more

likely to buy a lesser energy efficient

box TV because it is cheaper than flat

screen TV, which has higher

efficiency. Another one is most of the

rural area in Myanmar has no

electricity from national grid and they

can get electricity from community

grid and the duration for getting

electricity per one day is very

limitation (Average 8 to 10 hour for

one day in rural areas).Therefore, some

people want to buy EE TV to reduce

the electricity cost but the payment

system for electricity cost in some

rural area is constant/fix amount (for

example- washing machine and

refrigenerator for 2000 to 3000 kyat

per one month, 1500 kyat per one

month for TV etc).





questionnaire Relevance Result

Part 2

Availability of

each product

Water heater (for

showering)

Identify the

availability of

electric

appliance in the

market

66.7 % of water heater in the retailer

shop have energy-efficiency labels and

76.2 % for conventional type water

heater. The best selling capacity of

water heater is 1500 W, and the

bestselling brand for country is

conventional type for China and

Efficiency type for Thailand.

Considering tropical climate in

Myanmar expect for Northern part of

Myanmar which is more cooling

region , water heater is not a necessary

appliance for a household especially

for a low income one. It is likely to be

more popular among higher income

households for the sake of comfort



Table 4.6: Knowledge and skill analysis



Part 3

Knowledge

and Skill

Does your

company/shop

provide installing

and maintaining

services?

Installing and

maintaining

service in the

shop

57.1 % of retailer shops provide

installing and maintaining service.

Most of the shops offering installation

and maintenances services, but some

retailer shops are not enough qualify

training for their staffs. According to

the survey result, we noticed that there

are lack of coordination among

retailers and other external technical

organization to access to external

information and expertise.

How many

employees are

working in

installing and

maintaining EE

products at your

shop?

Staffs on

installing and

maintaining in

the shop

Most of the shops, approximately

68.8 %, have 2-5 staffs for installing

and maintaining products.

Many small and medium retailer shops

are family business, and so the

numbers of staffs are not so much.

Staffs work mainly as seller and some

shops provide maintenance and

installation services to buyer. Large

retailers shop is privately owned and

the numbers of staffs are more than 10,

so they can provide delivery service to

buyer also. There is still limitation and

lack of technical assistance, limited

skillful labors availability for installing

and maintaining EE products at their

shop.



Table 4.6: Knowledge and skill analysis (cont’)



Part 3

Knowledge

and Skill

How often does

your shop train its

staff on installing

and maintaining EE

products?

Frequency for

training on EE

product

52.4 % of retailer shops have training

on installing and maintaining EE

products every year, following by

every 6 months (19.0 %), 3 months

(9.5 %).

Producers and government agencies

should provide more training on

energy efficiency to retailer shops.

They should participate in Energy

Efficiency Exhibitions, seminars and

workshops to promote the knowledge

of EE &C.

What kind of

vocational training

is offered to

installers and to

those providing

maintenance

services?

Knowledge of

staff

47.6 % of the retailer shops have new

EE products marketing/selling.

Trainings on energy efficiency are

really needed for retailer shop.90.5%

of retailer shop think that EE products

have a potential growth market in the

future and need to explain their

customers to understand about EE

products and provide better

information on saving cost and pay

back money for future. What is the highest

level of education

achieved by your

technical staff?

Level of

technical staffs

whether it is

good enough or

not

Most staffs (47.6 % of total staffs)

receive technical knowledge from

producer or some wholesaler. Their

highest education level is

undergraduate, following by high

school.

Staffs for maintenance and installation

have moderate knowledge and they

should be more study about EE

technical knowledge and more

coordination and collaboration among

private sector ,government and

external organization.






Part 3

Knowledge

and Skill

Promotion for

selling EE products

of your

company/shop

The availability

of promotions

on EE products

Product warranty is the most common

promotion for selling EE appliances in

the retailer shops following by delivery

service to buyer, and maintenance and

installation services, respectively.

Retailer shops do not have any

promotion for selling EE distinctively.

There are only just normal services

and promotions from the producers

e.g. warrantee or delivery. Some

promotions, like coupon, credit, could

increase the demand for EE products.

What support has

your company/shop

received to assist

the company/shop

to sell EE

products?

EE support from

producers and

wholesalers.

14.3 % of retailer shops do not get any

supports for selling EE products.47.6%

has received technical assistance to

assist the shop to sell EE products and

23.8% has received financial support

from wholesaler.

Sale promotions in retailer shops could

be a policy target for encouraging the

use of EE products.

Do you think that

EE products have a

potential growth

market in the future

The opinion for

EE market

potential

90.5 % of the surveyed retailers agree

that EE products have a potential for

expanding the market in the future.

Many retailer shops are optimistic on

EE products and their potentials in the

market. However, they are still not

sure whether they would like to

expanding their businesses in this

direction because of insufficient

capital for investment, and unclear

profitability of the EE products

comparing to conventional items.






Part 3

Knowledge

and Skill

Does the

company/shop have

interest in

expanding its

business in EE

products?

The opinion for

expanding

business on

selling more EE

product

95.2 % of retailer shops are interested

in explaining market for EE products.

There are still doubts in the potential

of EE products. A technical support or

training on cost-benefit analysis to

compare between products with and

without energy efficiency could help

rising this confidence.Besides,reducing

tax for their products is one of the

major solving problem in expanding

market for EE products.

Who are EE

product customers

of your company

Main customer 81.0 % of Household is the major

customers of the retailer shops.

Retailer shops should be the policy

target to expand the market for EE

appliances because they are the one

who can convince/sell appliances to

customer directly. It is very important

to get the attraction and more

preference for EE products of

customers.

Knowledge/skills

of customers on EE

products?

Government

should give

more knowledge

on EE or not

33.3 % of the retailer shops think that

customers have knowledge on EE at

poor level.

Retailer shops still think that

customers do not have enough

knowledge of EE. This is because they

concern on the price than the life cycle

cost of appliance.

EE product

preference of

customers

The preference

on EE products

More than 42.9 % of retailer shops

think that customers are satisfy with

EE products in their shop

Retailer shops should be the policy

target to encourage the use of EE

products.



Table 4.7: Barriers for selling EE appliances analysis



Part 4

Barriers

Barrier The main reason

that makes it

difficult or easy

for the shop to

sell EE

products.

The key barriers hindering the sale of

EE products are:

a) lack of supporting policy from the

government, especially financial aid

for energy efficient products (3.45)

b) the weakness of environmental

policies and legislation (3.47)

c) limited access to external technical

information and expertise (3.6)

d) weak enforcement in energy

efficiency and environmental

regulations (3.6)

e) lack of consumer behavior/effort to

improve environment (3.5).

The maim barrier is the lack of

Government EE& C policy relating

with Environmental policy and

legislation, lack of norms/standards for

electrical appliances.

There is a lack of increasing awareness

EE knowledge in Myanmar and it

should be more enhancing the

awareness EE knowledge for

Households and providing the capacity

building training for the staffs in both

wholesaler and retailer shops to

understand more about the meaning of

EE labels.

Another barrier are huge investment

for many stock products for EE and

some producers cannot afford, so they

only want to sell what the customers

wants and they think that benefits of

selling EE technologies are not

quantifiable. Less of Promoting for

paying incentive, no tax reduction,

less of improving trade volume, lack of

collaboration with other technical

stakeholders and financial constraints

are also key barriers for analysis.



Table 4.8: Main driver for selling EE appliances analysis



Part 5

What are the

main reasons

for selling EE

technology?

Main driver The main

reasons to sells

energy efficient

products

According to survey, the main drivers

for selling energy efficiency energy

technology are:

a) to gain technical supports from EE

producers (3.76)

b) to increase company reputation and

profitability from expanding their

business (3.67)

c) to improve staff pride and moral

(3.7)

d) to expand long term strategy for

energy efficiency (3.76)

e) to increase business profit (3.76).

f)Maintenance and installation of EE

products (3.95)

g)Environmental / Energy

management systems (3.9)

h)Energy monitoring instruments

(3.81)

Participating and disseminating

knowledge for EE in some technical

workshops or seminars, it will be more

effective for producers. Encouraging

technical supports from producers to

wholesalers and retailers can help them

to expand their business toward EE

products, and this could be another

policy possibility on the producers.

Move over, the retailers have needs to

differentiate themselves to strengthen

their local competitiveness. Hence,

policy makers can support retailers on

their marketing and how they can

improve their image to be more

environmental friendly.



Table 4.9: Key successful for selling EE appliances analysis



Part 6

What are the

activities

needed to

improve the

sale of EE

products?

Key successful Activities

needed that

might help

companies/shops

to sell EE

products.

The activities needed for improving

the sale of EE products are:

a) providing information on EE

technology - energy fair or exhibition

(3.79)

b) creating newsletter on energy

development and technology (3.74)

c) announcing government policies,

legislation and fiscal incentives (3.62),

d) offering training course on energy

efficient technologies/benefit (4.15)

e) organizing EE product business

networking (3.84).

Policy makers should develop policies

to provide information on EE

technology and business networking.

Producers and government can spread

out EE technology and execute

financial incentive on EE products to

retailer shops better than wholesaler

shops. This is because they have more

potential on human resource and

incentive in order to provide

information and technical support need

to retailer directly.



Appendix

Appendix A Wholesaler

Figure 1A: Provide installing and maintaining services

Figure 2A: Employees for installing and maintaining EE products



Figure 3A: The frequency of training for staff on installing and maintaining EE products

Figure 4A: Vocational training to installers and providing maintenance services



Figure 5A: Level of education of technical staff

Figure 6A: Promotion for selling EE products



Figure 7A: The support received to assist the company/shop to sell EE products

Figure 8A: The opinion whether EE products have a potential growth market in the future



Figure 9A: Market plan on expanding its business in EE products

Figure 10A: Type of customers



Figure 11A: Knowledge/skills of customers on EE products

Figure 12A: EE product preference of customers



Appendix B Retailer

Figure 1B: Type of business

0%

76%

0%

0%

24%

0%

Number of employees

Less than 2 – 5 – 8 – 10 More than 10 Non

Figure 1B: Number of employees



0.0%10.0%20.0%30.0%40.0%50.0%60.0%70.0%80.0%90.0%

100.0%

Ma in products

Figure 2B: Main products sold in retailer shops

60%

40%

Provide installing and maintaining services

Yes No

Figure 3B: Provide installing and maintaining services



Figure 4B: Number of employees for installing and maintaining EE products

Every month0% Every 3 months

12%

Every 6 months

23%Every year65%

T he frequency of training for s taff on install ing and maintaining EE products

Figure 5B: The frequency of training for staff on installing and maintaining EE products



New EE products marketing/selling

55%

New EE products installation

17%

New EE products maintenance

28%

Vocational training for installers and to those providing maintenance services

Figure 6B: Vocational training for installers and to those providing maintenance services

Undergraduate40%

Vocational Training

10%

High School30%

Secondary School

20%

Primary School0% Il l iterate

0%

Level of education achieved for technical staff

Figure 7B: Level of education achieved for technical staff



Provide delivery service to buyer

25%

Provide maintenance and

installation

services to buyer20%

EE product warrantee

55%

Promotion for selling EE products

Figure 8B: Promotion for selling EE products



Figure 9B: Support on selling EE product



Yes90%

No10%

Po tential growth market of EE prodcut in the future

Figure 10B: Potential growth market of EE product in the future

Figure 11B: Opinion on expanding its business in EE products



Household63%

Other retailers37%

Type of customers of retailer shop

Figure 12B: Type of customers of retailer shop

Very Poor0%

Poor35%

Moderate30%

Good35%

Very Good0%

Kno wledge/skills of customers on EE products

Figure 13B: Knowledge/skills of customers on EE products



Very Poor0%

Poor35%

Moderate45%

Good20%

Very Good

0%

EE p roduct preference of customers

Figure 14B: EE product preference of customers



Air conditioning

Figure 15B: Type of air conditioners selling in the retailer shop

Figure 16B: Percentage of efficient AC sold total product in retailer shop



Figure 17B: TOP three best selling capacities of each air conditioning type selling in retailer

shop



Figure 19B: the countries produced and selling conditioning type in retailer shop

Figure 18B: Percentage of local and imported air conditioning products sold in retailer shop



Figure 19B: Total number of energy efficient air conditioning products sold in retailer shop in

the past five years



Lighting

56.0%

58.0%

60.0%

62.0%

64.0%

66.0%

68.0%

70.0%

72.0%

74.0%

Incandescent lightbulbs

Fluorescent lamps CompactFluorescent Light

Bulbs (CFLs)

Light-emittingdiode lamps (LED)

What types of l ighting devices are sold in your shop? (Note: you may tick more than one)

Figure 20B: Type of lighting in the retailer shop

Figure 21B: Percentage of each product type sold in retailer shop



Figure 22B: TOP of the best-selling lighting products in retailer shop



Rank 1 Rank 2 Rank 3

China 72.72% 0% 30%

Japan 0% 15.78% 0%

Malaysia 0% 0% 10%

Singapore 0% 15.78% 0%

Thailand 20% 52.63% 0%

Vietnam 0% 0% 15%

Other 25% 15.78% 45%




Cambodia 0% 0% 0%

China 40.00% 40% 15%

Japan 5% 0.00% 15%

Korea 0% 0% 0%

Malaysia 0% 0% 5%


Thailand 5% 20.00% 45%

Vietnam 0% 0% 10%

Other 50% 40.00% 10%




Cambodia 0% 0% 0%

China 35.00% 0% 20%

Japan 35% 20.00% 10%

Korea 5% 10% 0%

Malaysia 0% 0% 0%


Thailand 20% 55.00% 5%

Vietnam 0% 5% 10%

Other 5% 5.00% 35%


Cambodia 0% 0% 0%

China 45.00% 15% 20%

Japan 35% 25.00% 10%

Korea 0% 0% 0%

Malaysia 0% 0% 0%


Thailand 20% 45.00% 20%

Vietnam 0% 0% 10%

Other 0% 10.00% 40%

Figure 23B: TOP three countries that produce lighting and sell in the retailer shop



Figure 24B: Percentage of local and imported lighting products sold in retailer shop



Figure 25B: Total number of energy efficient lighting products sold in retailer shop in the past

five years



Refrigerator

Figure 26B: Type of fridges selling in the retailer shop




Figure 28B: TOP three best-selling brands of refrigerators in retailer shops



Figure 29B: TOP three best selling capacities of each type of refrigerators selling in retailer shop

Figure 30B: TOP three countries that produce refrigerator and sell in the retailer shop



Figure 31B: Percentage of local and imported refrigerator products sold in retailer shop



Figure 32B: Total number of energy efficient refrigerator products sold in retailer shop in the

past five years



Cooking device

Figure 33B: Type of cooking device selling in the retailer shop




Figure 35B: Percentage of local and imported cooking device products sold in retailer shop



Figure 36B: Total number of energy efficient of cooking device products sold in retailer shop in

the past five years



Washing machine

Figure 37B: Type of washing machine selling in the retailer shop



Figure 39B: TOP three best-selling brands of washing machine in retailer shops



Figure 40B: TOP three countries that produce washing machine and sell in the retailer shop



Figure 41B: TOP three capacity (W) of the best-selling washing machine is sold in retailer shop



Figure 42B: TOP three best selling capacities of each type of washing machine selling in retailer

shop



Figure 43B: Total number of energy efficient of washing machine products sold in retailer shop

in the past five years



Fan

Figure 46B: Type of fan selling in the retailer shop



Figure 45B: TOP three best-selling brands of fan in retailer shops



Figure 46B: TOP three countries that produce fan and sell in the retailer shop



Figure 47B: TOP three capacity of best selling conventional fan the retailer shop

Figure 48B: TOP three capacity of best selling efficient fan the retailer shop



Figure 49B: TOP three best selling capacities of each type of fan selling in retailer shop



Figure 50B: Total number of energy efficient of fan products sold in retailer shop in the past five

years



TV

Figure 51B: Type of TV selling in the retailer shop



Figure 53B: TOP three best selling size/capacities of each type of TV selling in retailer shop



Figure 54B: TOP three best-selling brands of TV in retailer shops



Figure 55B: TOP three countries that produce TV and sell in the retailer shop



Figure 56B: Total number of energy efficient of TV products sold in retailer shop in the past five

years



Water heater

Figure 60B: Type of water heater selling in the retailer shop



Figure 61B: Percentage of each product type sold in the retailer shop



Figure 62B: Top three best selling brands of water heater sold in the retailer shop



Figure 63B: Top three countries that producer water heater



Figure 64B: Top three best selling capacities of each type of water heater

Figure 65B: Total number of energy efficient of water heater product sold in the retailer shop in

the past five years



References

[1] Accelerating Energy Access for all in Myanmar, United Nations Development

Programme, May 2013, Myanmar

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