On October 19th this year, seven U.S. solar cell and panel manufacturers submitted applications to the U.S. Department of Commerce and the International Trade Commission to jointly initiate a federal trade lawsuit against Chinese companies and accused Chinese solar companies of the U.S. and global markets. "Dumping" solar energy products and demanding anti-dumping and anti-subsidy investigations on Chinese solar cells (plates) exported to the United States. In the case of weak PV demand in Europe and the discontinuation of production of some domestic wafer companies, China's PV module manufacturers will also face the United States' anti-dumping countervailing subsidies. The "double reverse case" in the United States has caused some impact on China's PV market. However, according to the current industry development situation, China's photovoltaic industry is not weak overall. In the face of the “double reverse case†in the United States, the solar photovoltaic industry once again reached the crossroads of development. Following the gradual adjustment of the on-grid PV power price policies in various European countries, the global photovoltaic market after the blowout growth last year began to enter the adjustment period. The market is changing and companies should change with the times. In order to respond to the various changes in the “double reverse case†and the photovoltaic market in the United States, domestic photovoltaic companies have widely opened their minds and are seeking ways to survive and develop. Next, let's take a look at how each PV company responds to the "US double counter-insurgency."
Produce easy-to-use products
An enterprise in Zhejiang Province manufactures and sells photovoltaic products such as photovoltaic cells, battery modules, grid-connected inverters, photovoltaic system supports, photovoltaic system engineering services, and solar street lamps.
What they are trying to do is install a small photovoltaic power station on some small islands to meet the electricity needs of the residents on the island. They integrated the components, brackets, and cabinets separately. After the objects are shipped to the island, they can be used as long as the connector plugs are installed. The easier it is to operate a professional product, the better it can be. Personally think that the professionals of a certain product are only a minority after all. If a company produces a product that makes most people feel that it is more convenient to use, it is easier for consumers to accept it.
Developing emerging markets
Affected by the “double reverse case†in the United States, the situation in which China’s photovoltaic products occupy a small share of the US market is now even more worrying. Demand for the formation of the US market has plummeted, with almost no flow. The changes in the U.S. market have caused many PV companies that produce solar modules to face a crisis of survival and have also affected the sales of photovoltaic products in Europe. Many domestic PV companies quickly began to develop emerging markets such as Australia, Africa, and Southeast Asia after discovering market changes, and at the same time entered the domestic terminal market.
discount promotion
Since the “double reverse case†in the United States, the largest decline has been in the price of PV modules. The price has dropped from 30 yuan per watt to 9 yuan per watt now. It can be seen that the decline in the price of photovoltaic modules brings a huge impetus to the end market. The price is cheap and consumers can accept it.
All things are inconvenient, although due to various reasons, our domestic PV companies have reduced their orders in the European market. However, in the domestic terminal market, it has been compensated for. If the quality of products is decent and prices are within the range acceptable to domestic consumers, there will still be markets.
Seeking diversification
However, if only a photovoltaic company that assembles a product, it may be struggling when it faces a "double reverse case." According to the industry, many PV modules factories in Zhejiang have been discontinued. Dr. Zhao Yonghong, director of the Center for Science and Technology Industry of the Institute of International Innovation, Zhejiang University, confirmed that more than half of the photovoltaic companies in Zhejiang have indeed closed down or reduced production.
In the face of the industry crisis, a solar energy technology company in Zhejiang said that light-selling PV modules are not enough to cope with the sudden industry crisis. Their units are good at detecting changes in the market situation and decisively choose to sell photovoltaic ceramic tiles not owned by other domestic companies. The sale of PV products that other companies do not have is indeed a viable method of robbing the industry market, so as to highlight the company's industry competitive advantage.
Compared with conventional ordinary solar cell modules, photovoltaic ceramic tiles can be directly used as roof building materials, saving about 20% in cost. The company's chairman said that according to the company's strategic positioning, photovoltaic ceramic tile is the company's future key market. After thorough market research, they learned that only a handful of companies in the international market have similar products such as photovoltaic ceramic tiles, and domestically they have one. With strong market demand, the price of photovoltaic ceramic tiles is not affected by the international market even if the prices of modules are reduced. â€
According to a Chongqing Daily report, there is another company that is one of the first companies in the country to apply for and obtain a solar cell encapsulation glass invention patent. Henan Yuhua Photovoltaic New Material Co., Ltd. has successfully passed the application and the company will go to the capital. The market initiated the final sprint.
Market segmentation, interlaced complementarity
There is also a photovoltaic company in China who does not make components and does not do accessories. Instead, it focuses on the design and development of solar photovoltaic modules and is committed to providing complete solar photovoltaic power generation installation systems to provide complete supporting services for major solar energy companies. As of December 14th, the company's annual sales and sales data are very impressive.
The person in charge of the company believes that the company’s impressive performance and product segmentation, as well as timely adjustment of market direction are inseparable. He believes that the domestic PV market is very large. The current industry development situation is only slowing down the pace of development. Zhejiang Heda Solar Energy Technology Co., Ltd. has conducted special market research. The market space for solar photovoltaic ceramic tiles is very large. At present, China has more than 5 million new buildings per year. According to the demand for installing 1 million photovoltaic roofs and 4000 watts per house, the total installed capacity of photovoltaic roofs will reach 4 billion watts per year. The potential market demand is as high as 800 billion yuan each year.
Personally I think that most of the above methods for responding to industrial crisis are to make some adjustments in the business strategy. If you want to be invincible in the industry crisis, you still have to research the technical barriers in our domestic photovoltaic industry. Only by mastering state-of-the-art technology, when the crisis comes, domestic companies will no longer panic and shut down. For companies that require diversified development, they are good at finding new opportunities to develop themselves in the face of industrial crisis. This is also the place where companies that are limited to production and sales of PV modules should study hard.
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