根据贝恩公司的最新报告，上游大宗商品生产商必须迅速采取行动，释放绿色大宗商品的市场潜力，并加快全球向可持续金属和化学品的转型。然而，生产商在推动绿色商品需求方面面临着重大挑战。钢铁、铝和其他原材料的低碳替代品生产成本昂贵，而且价格昂贵。

“领先的生产商正在与准备将绿色原材料融入其产品的客户合作。他们还在调整商业策略，以帮助刺激近期需求并加速转型。这些生产商明白，在可持续商品领域建立早期领导地位将确保长期的市场优势。”贝恩公司驻斯德哥尔摩的合伙人马蒂亚斯·C·卡尔森 (Mattias C. Karlsson) 表示。

贝恩提出了三项关键指导方针，帮助生产商在绿色商品需求增长的情况下取得成功。

关注早期采用者。那些将从脱碳运营中获益最多的制造商将刺激对低碳原材料的最初需求。了解客户价值链和脱碳目标的生产商能够更好地识别潜在的早期采用者，并为转向绿色商品提供强有力的理由。

例如，在内燃机汽车中，钢铁通常占原始设备制造商 (OEM) 上游范围 3 排放量的 40% 至 45%。铝占范围 3 排放量的 5% 至 10%。因此，对于传统汽车制造商来说，钢铁和铝可能是脱碳的首要任务。

然而，在电动汽车中，电池占据了上游排放的大部分（35% 至 40%），其中钢和铝合计占 20% 至 25%。这意味着电动汽车原始设备制造商可能会首先关注更环保的电池，而不是低碳金属。

调整价值主张和销售能力。低碳商品通过帮助客户打造品牌、将公司与竞争对手区分开来以及供应链脱碳来创造价值。一旦领导者确定了绿色产品为客户带来的好处，他们就会相应地调整他们的价值主张和沟通策略。

第一批使用绿色商品的公司将为他们的行业设定标准并引领变革。与这些先行者建立关系的低碳材料生产商可能会获得价格溢价的回报。然而，与领跑者合作的最大价值在于获得经验以降低成本曲线并加速大众市场需求的转变。

监视路标。为了在发展中的市场中保持领先一步，领导者需要确定指示需求关键变化的路标，并将行动与每一个变化联系起来。这些路标包括即将出台的强制使用低碳投入的法规。例如，钢铁和铝生产商应密切关注其客户的范围 3 目标，包括汽车、建筑、白色家电和机械行业的客户。

当信号表明需求或供应发生变化时，成功的生产商会迅速调整商业策略。

“工业企业刚刚开始向绿色原材料转型，但这种转变可能会在未来几年加速。了解低碳商品价值主张并调整其进入市场策略的生产商将在经验曲线上快速前进。这个未来市场的赢家将有助于刺激早期需求并享受溢价，同时随着绿色商品市场的成熟而获得优势。”卡尔森总结道。

在线阅读文章：https://www.oilfieldtechnology.com/drilling-and-products/24082023/bain-company-encourages-upstream- Producers-to-capitalise-opportunities-in-green-commodities/

According to Bain & Company’s latest report, upstream commodity producers must act fast to unlock the market potential for green commodities and fast-track the global transition to sustainable metals and chemicals. However, producers face major challenges to drive demand for green commodities. Low-carbon alternatives to steel, aluminum, and other raw materials are expensive to produce and priced at a premium.

“Leading producers are partnering with customers that are ready to incorporate green raw materials into their products. They are also adapting their commercial strategies to help stimulate near-term demand and accelerate the transition. These producers understand that establishing an early leadership position in sustainable commodities will secure long-term market advantages,” said Mattias C. Karlsson, a Stockholm-based partner at Bain & Company.

Bain suggests three key guidelines to set producers up for success as demand for green commodities grows.

Focus on the early adopters. Manufacturers that stand to benefit most from decarbonising their operations will fuel the initial demand for low-carbon raw materials. Producers that understand the customer’s value chain and decarbonisation goals are better able to identify potential early adopters and make a strong case for switching to green commodities.

In autos with internal combustion engines, for instance, steel typically accounts for 40% to 45% of the original equipment manufacturers’ (OEMs’) upstream Scope 3 emissions. Aluminium accounts for 5 – 10% of Scope 3 emissions. So, for traditional automakers, steel and aluminium are likely to be top decarbonisation priorities.

In electric vehicles, however, battery cells make up most of the upstream emissions (35% to 40%), with steel and aluminium accounting for a combined 20 – 25%. That means electric vehicle OEMs are likely to focus first on greener battery cells as opposed to low-carbon metals.

Adapt the value proposition and sales capabilities. Low-carbon commodities deliver value by helping customers build a brand, by differentiating a company from its competitors, and by decarbonising their supply chain. Once leaders determine the benefit of green products for customers, they tailor their value proposition and communication strategy accordingly.

The first companies to use green commodities will set the standards for their industry and lead change. Producers of low-carbon materials that build relationships with these first movers may be rewarded with price premiums. However, the largest value in partnering with frontrunners lies in gaining experience to move down the cost curve and accelerating the mass-market demand shift.

Monitor the signposts. To stay one step ahead of a developing market, leaders identify signposts that will signal pivotal changes in demand and link actions to each one. Such signposts include impending regulations mandating the use of low-carbon inputs. For example, steel and aluminium producers should keep a close eye on the Scope 3 targets of their customers, including those in the automotive, construction, white goods, and machinery sectors.

Successful producers rapidly adapt commercial strategies when signals point to a shift in demand or supply.

“Industrial companies have just begun the transition to green raw materials, but the shift is likely to accelerate in the next few years. Producers that understand the value proposition for low-carbon commodities and adapt their go-to-market strategies will have an inside track moving rapidly down the experience curve. The winners in this future market will help fuel early demand and enjoy premiums while gaining an advantage as the market for green commodities matures,” concluded Karlsson.

Read the article online at: https://www.oilfieldtechnology.com/drilling-and-production/24082023/bain-company-encourages-upstream-producers-to-capitalise-opportunities-in-green-commodities/