Abstract Among the five major policy measures determined by the State Council executive meeting to promote the healthy development of the photovoltaic industry, it is clearly proposed to strengthen international cooperation and consolidate and expand the international market. However, as a traditional market for photovoltaics in the world, Europe and the United States have frequently caused difficulties in our photovoltaic industry. Can Chinese enterprises grasp...
Among the five major policy measures identified by the State Council executive meeting to promote the healthy development of the photovoltaic industry, it is clearly proposed to strengthen international cooperation and consolidate and expand the international market. However, as a traditional market for photovoltaics in the world, Europe and the United States have frequently caused difficulties to our photovoltaic industry. Can Chinese enterprises grasp the huge opportunities in the emerging international market? Emerging overseas markets are fully blossoming
The comprehensive flowering of emerging markets such as Asia-Pacific, Eastern Europe, Africa and Latin America will largely compensate for the relative shrinkage of traditional markets.
In 2013, overseas emerging markets have received much attention and will see many opportunities. The UAE Solar Industry Association research report predicts that by 2015, solar demand in the Middle East and North Africa will account for 8% of global demand, and total solar installed capacity is expected to reach 3.5GW. It is reported that the Ministry of Commerce is working hard to formulate new policies to promote foreign aid in the solar photovoltaic industry, mainly targeting more than 40 countries in Africa, thus forcing Chinese PV companies to “go globalâ€.
At the same time, Chinese component companies shipped more than 400MW to Japan in the fourth quarter of last year, which is second only to Germany in the export market. According to industry analysts, if the subsidy is lowered later this year, or if the subsidy is not reduced, the hot market in Japan will run through 2013. With the launch of the PV bidding and support policy in India last year, its installed capacity will be greatly improved in 2013. Romania's current demand for renewable energy is still strong, and the installed capacity will be further improved in 2013.
“In 2013, the emerging PV market will usher in a new round of development boom. With the reduction of photovoltaic power generation costs and the introduction of supporting policies from various countries, more emerging markets will emerge in the world in the future.†Zhongsheng Photoelectric CEO Yan Haifeng told China Electronics News reporter. He believes that the comprehensive flowering of emerging markets such as Asia-Pacific, Eastern Europe, Africa and Latin America will largely compensate for the relative shrinkage of the traditional market. It is expected that the global installed capacity will continue to grow this year.
In the development of emerging markets, Jinko Energy's performance is quite eye-catching. "It should be said that we have already laid out the market in Southeast Asia, Africa and South America, and have achieved quite amazing results in some areas." Qian Jing said, "Jingke has gained more in South Africa, India, Japan, Canada and other countries. Large and very large projects have accumulated and deployed important customer networks.†It is reported that in 2012, Jingke’s orders only in South Africa were close to 100MW.
Huilun Solar launched the “BRIC Strategy†and officially announced its advance into Brazil at the first PV exhibition in Brazil. Yuan Quan said that in view of the fact that the country's PV policy has not yet been fully clarified, the professionalism of the relevant practitioners is not high, and the current conventional electricity price is high, Huilun has changed the strategy of providing a single PV module, and combined with the system integration capability, launched a wind-solar complementary system. These include wind and solar hybrid street lights, off-grid DC systems, etc., and look for agents in the local area. At the same time, Huilun's business in Southeast Asia and Africa is also carried out in an orderly manner. It is reported that Huilun has signed a strategic cooperation agreement with Xinbiao Energy Co., Ltd. to jointly develop a 40MW Thai photovoltaic power station.
“Emerging overseas markets are the direction we have been striving to follow.†Wu Chengzhi, deputy director of the Institute of Sunshine Research, said in an interview with the China Electronics News that “Jin Hui has achieved quite good results in Australia, in Africa. And the Southeast Asian market has also begun to be laid out. In addition, Wu Chengzhi stressed that although India has already filed anti-dumping investigations against many countries including China, the potential of the Indian PV market is still worthy of attention because its domestic production capacity is difficult to meet the current Installation requirements.
Exploring the market to respond to the disease
Gain insight into local climate characteristics, political situation, laws and regulations, and ensure the safety of foreign exchange collection.
In the process of opening up overseas emerging markets, what are the places that Chinese enterprises need to pay attention to?
"Compared to the mature European and American markets, the so-called emerging markets in the industry are mostly developing countries and regions with 'sunshine, financial and inexperienced'." Yuan Quan stressed, "In opening up these markets, we need to pay special attention to the following. Two points: First, we must be close to the end market demand, develop low-cost application products, especially off-grid systems; second, we must understand the climate characteristics, political situation, laws and regulations of the local market, and ensure that the collection Exchange security."
“I think we must first understand the local policy differences, application differences, differences in the buying habits of target customers and customers, and their differences in product requirements.†Qian Jing said, “and then choose the right counterpart products, appropriate promotion channels, The right partners and cooperation methods, etc.. Qian Jing stressed that the key is to look at the brand, cost and service, this is the king of victory. Brands are not just advertising, sponsorship, it comes from quality, word of mouth and long-term customer trust; cost comes from efficient technology and production operations management; service comes from customer-first awareness and professional local team.
The perfect one-stop service has brought great returns to Zhongsheng Optoelectronics in overseas markets. Qi Haifeng said that in fact, in many overseas PV power plant projects, Zhongsheng Optoelectronics plays two different roles as the engineering general contractor and component supplier. For example, this Romanian project, Zhongsheng is not only the component supplier of the entire project, but also the EPC provider of the project, but also provides financing services for the project. "This is our one-stop service, never say 'NO' to customers." He stressed.
“Developing local teams is the key to successfully exploring emerging markets.†Wu Chengzhi suggested to the vast number of PV companies that “local talents are more familiar with local policies and environment, and actively absorbing local talents can often achieve twice the result with half the effort.â€
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