Solar water heater business compete in a rural market

The rural market is fragmented, accommodation, catering, transportation and other ancillary services measures is relatively backward, sometimes the time to be changed according to the habits of the rural people. Solar energy companies to develop the rural market must have a team willing to endure hardship (including self-built the They and distributors team), sales team building should be as localization, or to find some part-time clerk in each town, to give high mentioning become temptation, so that would be better suited to the characteristics of the local market. Sales management should be as flexible as possible with good incentives to stimulate the enthusiasm of employees, and allow employees to do the self-motivation.

For solar manufacturers in addition to self marketing team of hard-working, to marketable products and team matches. Whether it is for self-built team itself, but also the distribution agent responsible. The design of the product to be able to meet the aesthetic requirements and customs of the rural areas. I need to emphasize that the solar stent to strong, thick, durable principle, the whole colors to concordia feel the impact of a feeling of closeness to the purchaser powerful visual and generate sympathy and affection, they also have a brand for rural market products. Many rural areas there is no running water, installation of pumping booster pump and cold water reserve tank. This requires the design of solar energy for a particular installation conditions to be used, practical, good enough for the standard, which is also a way to reduce the after-sales service amount. The rural market is by no means inferior solar dumping ground, even if you sometimes profitable, but as time goes on, the product maintenance costs will increase. Will not have a good reputation not only in propaganda, but also bad news travels affect your reputation and sales.

They chose a good marketing a good solar brand can directly use the power of brands to achieve rapid effect on the amount of advanced marketing experience, is very beneficial for enhancing the level of dealer marketing. So for long-term business thinking solar manufacturers must create teams and product "match" the opportunity.

Overall, the level of income of rural residents is still very low. Product prices majority of farmers users to buy solar energy is the most sensitive, the most direct factor. To select the middle and low-priced products to fight rural, middle and low priced products but I said not to let you go to the distribution of low-quality products, but to comply with the solar country, industry standards as a precondition. Therefore, should be developed to target consumers accept prices affordable to win. The rural consumption mainly traditional frugal price often becomes the primary consideration when the purchase of goods. So put the rural market of products, both to be suitable for use in rural areas characteristics, but also strive affordable price.

In this case, the best products to enter the rural market is the second and third tier brands, rather than left to the big brand business opportunities, many businesses in the attack on the rural market, at the expense of product quality in exchange for cheap, this would be extremely foolish. . The farmer's heart is kind, good heart damage, and directly change for hatred. Eventually these "moving stone smashing feet" will be out of the market. As a leader in the solar industry, Norit force from the outset, standing on a higher vision up Looking to the future development trends of the market, is not anxious in the "price war" and those small and medium-sized water heater manufacturers, but as a powerful tool to drive sales by constantly improve their product quality, and in the annually heavily organization "millions of users large return visit" activities, corporate and brand image depth the vast rural market, in the eyes of the majority of farmers and establish a good brand brand image, and thus fundamental to stimulating sales, to promote the development of the market and to a certain extent.

2013 PV companies will continue the trend of the "huge loss"

As of the end of March 2013, there have been a few representative photovoltaic giant announced fiscal year 2012 earnings, according to the filing shows, Yingli solar giant net loss of 3.0644 billion yuan ($ 491.9 million) in 2011 compared with a net loss of 32.09 one hundred million yuan; Trina solar energy net loss of $ 266.6 million, a net loss of $ 37.8 million in 2011; Hareon 2012 only 2.0759 million yuan of profits last year, but Hareon is amazing subsidy of 402 million yuan, so its actual losses.

PV production capacity will continue to seriously greater than the demand, some companies down and die, out of production has entered a crucial stage, if the local government does not exit, reshuffle the impasse. 2012 PV shipments of approximately 23GW, actual production capacity is still around 35GW, after the toss last year, many sectors of the minor players forced out of the industry giants towering down almost without exception, the local government in disguise large aid  Photovoltaic Panels companies or leading photovoltaic corporate restructuring, has been very limited production capacity out of space.

From the demand point of view, the Chinese PV market thunder and heavy rain, represented by China emerging markets can only make up for the European market, the vacancy caused by the 2013 global PV demand may only be around 33GW, the growth rate is smaller, and left the market share of the Chinese PV companies up to only 15GW, there are still huge asymmetries between demand and capacity. Weak growth in the price of photovoltaic products, the profitability of the business is still low.

Polysilicon prices "up" space. Component price growth is weak because the capacity polysilicon prices upside. First, in February 2013, the average price of imports from the United States, Germany, South Korea polysilicon is only $ 17, the dumping trend is still evident, in this context, the Chinese government should not only from the perspective of retaliatory determine the beginning of the "dual" cutting results. Europe to China "dual", should be liable to a tax rate on overseas polysilicon mppt solar charge controller or domestic enterprises all closed down, the capacity is highly concentrated, the Chinese PV will be controlled by others, polysilicon prices will probably not as they are now so low.

Second, polysilicon prices do not improve the profitability of the enterprise itself will not change, this long-term plan for polysilicon enterprises, in line with the price of 25 U.S. dollars / kg upstream enterprise status, are also likely to "double reverse" after . Global PV product prices fell sharply with the generous government subsidies of great relevance to Chinese enterprises through a great variety of government subsidies for global transport photovoltaic products, production capacity and technological progress but not a major factor.

"Double reverse" if established, the PV diy solar panels market space was backlog, a large number of PV companies for fear of escape bankruptcy fate, enterprises and local governments clearly on this point is very afraid, but from another point of view, even if there is no European "double reverse", the Chinese PV business days but also good to go? The author feels that the "double reverse" the establishment of the Chinese PV industry will have a long-term positive, "dual" out of a large number of backward production capacity, local governments are also unable to rescue the local enterprises, China's photovoltaic industry reshuffle to end as soon as possible. Bankruptcy is to disappear from the market, not the so-called restructuring, first, the largest enterprise die or quit, qualify as true sense of the production can shrink.

The government no longer too much impact on the market development of PV companies

Lasted more than a year "winter", covered by thick ice in the photovoltaic industry in the ascendant in China. If you look closely, in fact, in the ice, many changes for the better is quietly happening. "We have pulled the photovoltaic enterprises to declare the form of government subsidies on the government website, and informed by the relevant departments of the various districts and counties enterprise, though not as good as the original encourage the municipal government departments responsible person said that the removal of subsidies is so high-profile , but have long been quietly and orderly. As for the revocation of subsidies, he said the one hand, Europe and the United States is not anti-China government subsidies to provide an excuse, but more important is the "PV companies with the strength to go to the market development, the Government no longer excessive impact."

Reporter survey found that for the photovoltaic industry has not yet fully grown up, our government does not wash their hands in the "winter". But previously the focus from the field of photovoltaic production transferred to the field of photovoltaic consumption, stimulate the development of the domestic market for solar power. National Energy Board in the second half of last year, officially announced the development of solar charge controller power "Twelve Five" plan, "" planning "pointed out that in 2015, China's installed capacity of solar power generation will be 21 GWh annual generation capacity of up to 250 billion kilowatt-hours. By 2020, the total installed capacity will reach 50 GW.

The same time, the reporter learned from the Provincial Committee of photovoltaic, March 26, the Provincial Committee also officially issued Shaanxi to accelerate the development of solar and other new energy power generation industry, "the notice, the notice pointed out that the province will be wind power, The photovoltaic power generation projects as the basis, by focusing on the layout, large-scale development, the original plan to achieve new energy installed capacity of 7,000,000 kilowatts to 11 million kilowatts jumped.

Distributed wind power, distributed photovoltaic solar panel manufacturers power generation projects as a breakthrough, and vigorously promote the new energy power generation industry by northern Shaanxi Guanzhong, Southern Shaanxi in full swing. Coal mining area in northern Shaanxi and wasteland grassland to carry out the construction of photovoltaic power generation demonstration projects to promote the large-scale ground grid-connected photovoltaic power plant started to implement; make full use of various types of parks, public buildings, such as the available area in the Guanzhong area, vigorously promote solar photovoltaic building integration and industrial parks, facilities, agriculture distributed photovoltaic power generation projects; Southern Shaanxi combination of relocation and existing park plant roof, and actively develop distributed photovoltaic power generation projects.

In this regard, Zhang Tong said that the government actively expand the domestic market of the photovoltaic industry is certainly help the development of the industry, but more important is the strategic emerging industries scientific planning, and guide. "Or PV home solar panels problems help photovoltaic tomorrow coal chemical problems and go and coal chemical industry." PV companies should seize the opportunity for the development of the domestic market, to enhance their technical strength, "or another big market, there is no competition The advantages of the enterprises still difficult to survive. "

SolarCity will expand to enter Nevada

Solar City announced its plans to set up a new office in Nevada, is expected to create hundreds of jobs for the state in the next few years, a leading supplier of clean energy. The SolarCity expansion mainly due to the efforts of Governor Brian Sandoval (Brian Sandoval) and the Nevada Office of Economic Development.

Gov. Brian Sandoval said: "today approved the application of the the Solar City catalytic Fund (Catalyst Fund), marked the successful cooperation of the local, regional and state economic development agencies, I very much welcome the Solar City to Nevada family "The new office will be the first covering the major new expansion of the administrative departments, including the company's sales, asset management and customer service teams. solar panel price City in the state's first solar projects are also underway, the company is the construction of Nevada over one hundred solar project, which covers Shea Homes cooperation community.

Nevada Senator Harry Reid (Harry Reid), said: "Solar City is changing the way homes and businesses throughout the country to benefit from the clean energy, and I am very pleased to see such an innovative company came to Nevada. can help residential and commercial solar installation project in 2008 by the federal tax credit for eight years, which helps to create jobs in the entire Nevada, and the United States I hope SolarCity expansion will help create the required Nevada policy and business uncertainty, which continue to take advantage of abundant solar energy resources in Nevada. "

Nevada than any state in the United States compared to the amount of direct sunshine. Although Nevada has fewer large-scale solar panel manufacturers power plants, but the majority of the state distributed residential and commercial solar power potential untapped, has a huge space for development.

Solar City CEO Lyndon Rife (Lyndon Rive), said: "With solar energy resources, Nevada, is expected to become the leader in distributed renewable energy generation We expect that today's announcement will initially create more than 100 jobs , but the sustainable development of the local Photovoltaic Panels industry to create thousands of jobs and we hope to cooperate with the state and the solar industry, create business and policy uncertainty, and thus pave the way for the economic prosperity of the local solar. "

Photovoltaic enterprises "huge loss" trend will continue in 2013

As of the end of March 2013, there have been few representative PV giant announced fiscal 2012 earnings, according to the filing shows Yingli PV giant net loss of 3.0644 billion yuan ($ 491.9 million), the net loss for the same period in 2011 to 32.09 one hundred million yuan; Trina Solar net loss of $ 266.6 million and a net loss of $ 37.8 million in 2011; Hareon and 2012 as a whole, only 2.0759 million yuan in profits, but Hareon and was amazing subsidies of 402 million yuan, so its actual loss.

2013, PV giant is bound to continue in 2012 "huge loss" trend, this judgment is mainly based on the following aspects: 1. Photovoltaic capacity will remain serious exceeds demand, some enterprises "down and die" has entered production capacity out a crucial stage, the local government does not quit, the reshuffle will be deadlocked. 2012 PV solar charge controller shipments of approximately 23GW, the actual capacity still being 35GW, was forced to withdraw after the toss last year, many of the industry's many small, but industry giants towering down, almost without exception in disguise assistance of the local government in large the photovoltaic enterprises or the dominant PV corporate restructuring, production capacity out of the space has been very limited.

Thunder and heavy rain from the demand point of view, the Chinese PV market, represented by China, emerging markets can only make up for the European market, the vacancy caused by the 2013 global PV buy solar panels demand may only be around 33GW smaller increase and left the largest market share of the Chinese PV companies is just 15GW, there are still huge asymmetry between demand and capacity phenomenon. 2. The PV prices weak growth, corporate profitability is still low. According to authoritative statistics, the domestic photovoltaic power plant bid price of PV modules in the 4.2 yuan / watt, currently only a handful of first-line enterprises can cost control at $ 4.

Although there is no competitiveness of the component costs of many second-tier companies, but these companies has been able to survive mostly vertically integrated enterprise, the components they produce mostly "homegrown" type, that most of the components used directly for themselves investment in the power plant, the backlog portion of the market share of traditional manufacturing enterprises. Polysilicon prices "rose" in a large space. Component price growth is weak because the capacity polysilicon prices upside.

First, in February 2013, the average price of imports from the United States, Germany, South Korea polysilicon only $ 17, the dumping trend is still evident, in this context, the Chinese government should not be determined only from the perspective of a retaliatory "dual" early CD results. Europe to China "double reverse" overseas polysilicon should levy a certain tax rate, otherwise all domestic enterprises closed down, capacity is highly concentrated the Chinese PV will be controlled by others, when polysilicon prices will probably not as they are now so low. Second, polysilicon prices do not improve, the profitability of enterprises will not change, not a permanent solution for polysilicon enterprises, in line with the price of 25 U.S. dollars / kg upstream enterprise status, also likely to be realized in the "dual" .

Global PV product prices fell sharply with the Chinese government's generous subsidies, Chinese companies through a variety of subsidies from the Government for the global free transport of photovoltaic small solar panels products, production capacity and technological progress but not a major factor. Double reverse if established, the photovoltaic market space was the backlog, fear not escape bankruptcy fate of a large number of photovoltaic companies, enterprises and local governments apparently this extremely afraid, but from another point of view, even if there is no European "double reverse" China PV business days but also where to go?

I would have thought that the "double reverse" the establishment of the Chinese PV industry will have long-term positive, "dual" out of a large number of backward production capacity, local governments also were unable to rescue the local businesses, the Chinese photovoltaic industry reshuffle to end soon. The bankruptcy is to disappear from the market, not the so-called restructuring, the oldest, largest enterprises die or quit, qualify as true sense of capacity to contract.

Four Commandments on the development of the photovoltaic industry

Wang Bo, secretary general of the China Photovoltaic Industry Alliance, that the market outside the "Achilles heel" of China's photovoltaic industry longstanding. "Since November 2011, the United States, Europe has brought China's photovoltaic products 'dual', which leads to the overseas markets of China's photovoltaic industry is subject to substantial compression, rapid deterioration of the imbalance between supply and demand and it is in this general trend of coerced, including including Suntech photovoltaic leading enterprises losses are growing. "

"Europe and the United States 'double reverse' sudden policy changes, the market situation in Europe and America in the short term so that sudden changes. Chinese companies by surprise, the place can not be adjusted in the short term." As one of the four leading enterprises of the photovoltaic solar controller industry Changzhou Trina Jifan Gao, Chairman of the Board, expanding domestic demand is the top priority of the Chinese PV industry, or leading enterprises such as Suntech closures will shake the foundation of China's photovoltaic industry.

"Due to the high cost of power generation, photovoltaic industry has in 'guide foster period' - dependent on government subsidies, in order to have the application market. Decided photovoltaic industry enterprise competition not only between countries, more competition in the national strategy." National Bureau of Energy, the new energy and renewable energy Secretary Wang Jun said, "reflects the national strategy for the development of photovoltaic industry in China there are many weaknesses Suntech bankruptcy reorganization, the release of the entire industry slide into defeat dangerous signal."

Wang Jun introduction, the PV charge controller industry itself is the European Union, Germany, Spain, for the development of clean energy, government subsidies the artificially spawned the industry. These countries has a clear strategy PV - A high level of financial subsidies to attract a large number of investors, and then yearly efforts to cut subsidies to encourage all aspects of PV industry manufacturers reduce costs, and ultimately the cost of photovoltaic power generation close to traditional energy sources.

The main application of the photovoltaic tune subsidies EU efforts to control the market capacity means give full play to the hands of the government macro-control function. Relevant functional departments of the local government but then PV is 'to guide the foster period' characteristics has long been overlooked. "Jiangsu Provincial Academy of Social Sciences, Zhi-Biao Liu said.

Wang Bo, secretary general of the China Photovoltaic Industry Alliance, China's four major photovoltaic leading enterprises addition to Suzhou Artes debt is relatively light, just announced a bankruptcy reorganization Suntech and Trina, Hebei Yingli are debt-ridden capital chain tension. Suntech bankruptcy is an important reason is the financial sector lost confidence in the company's funds strand breaks.

The PV, secretary general of the Association of Jiangsu Province, Xu Ruilin introduced our of four photovoltaic leading enterprises not only gathered the most powerful R & D center in China's photovoltaic flexible solar panels industry, still a record of its own brand in the international market. Triggered by Suntech leading enterprises closures, the advantage will be a fundamental impact on the development of China's photovoltaic industry more than a decade before the formation of the. State departments should have some precautions, guide banks and other financial sector and the photovoltaic industry tide over the crisis.

Vicious frequency of how to regulate competition in the industry?

"Suntech is the many SMEs vicious defeated the Chinese PV industry is the most pathetic in this." Said Wang Bo. Li Junfeng, deputy director of the Energy Research Institute of National Development and Reform Commission, the final results of the U.S. domestic crystalline silicon PV modules use "double reverse" to levy anti-dumping tariffs ranging from 18.32 to 249.96%, as well as between 14.78 to 15.97 percent countervailing duties. Even so, China's PV modules enterprises still do not stop vicious hit in the U.S. and European markets, some SMEs components, fell to $ 0.65 from $ 0.8 / W / W.

Insiders said that China's traditional industries are often seen rushing into mass action, the production capacity of low-end surplus led to industry losses "periodic law", and then because of the vicious. In the country vigorously support the photovoltaic industry, the relevant departments, local governments, the parties to the photovoltaic industry should reflect on why a nascent industry, went the old traditional industries.

Suntech after the fall of the next will be of LDK

Previous Suntech what bankruptcy has been speculation that countless times, but when it really came tumbling down that moment, people's nerves or by a strong stimulus: the the original once vibrant photovoltaic giant is so fragile, under a fallen who will LDK LDK (LDK) do?

"LDK solar charge controller  word imprinted in their eyes before March 2011, when the people's mind will immediately emerge "Zevi speed the glamorous word" the LDK miracle "," speed of light ". However, things have changed, and now people Zevi impression more gloomy layoff storm, especially since last year continue to burst the supplier Dumen Dun in government debt reveal all the details, the "nationalization" of the message, once let Zevi become bankrupt company loudest voices.

The Zevi final to the partial nationalization of the suspension of a possible bankruptcy. However, since Suntech bankruptcy, left after the expansion impulse huge liabilities also alleged transfer of benefits Zevi really be able to hold it? October 22, 2012, LDK announced that the price of 0.86 U.S. dollars / share, Jiangxi HengRui new Energy Limited acquisition Zevi prior to the issuance of all the issued and outstanding capital stock of 19.9%, LDK $ 23,000,000 equity financing.

Hengrui new energy 40% stake owned by Xinyu City, Jiangxi Province, the state-owned Assets Management Co., Ltd. and its 60% stake owned by Albert Henderson. In Xinyu City, owned indirectly holds Zevi equity after the acquisition, and previously Dongying Photovoltaic solar panel price government managed implementation of the nationalization of the transaction is the industry's interpretation of as "LDK nationalization. At the same time, Zevi Peng Xiaofeng "Lightning" turned "more than 70 days after return again as Zevi legal representative, chairman, CEO positions.

However, we must also see Suntech bankruptcy addition sounded a warning to the Chinese PV companies overcapacity, more importantly, is the invisible hand it means that the market is gradually replaced by the visible hand of government play a role. An industry expert correspondents said, "In fact, as early as in 2011, the PV solar grid tie inverter industry should be integrated already outside the industry consensus, but strong local protectionism has been so difficult to promote this process delays, Suntech bankruptcy let We see industry consolidation to accelerate the hope. "

March 16, still in distress Zevi annual Global Supplier Conference held in Jinggangshan. At the meeting, Zevi, president and CEO of Tong Hing snow rhetoric, sales revenue is expected to reach $ 2.7 billion in 2013 to achieve overall profitability. But Rome was not built in a day, the company has series of six quarterly losses, as of the third quarter of last year, LDK total liabilities amounted to 24.893 billion yuan, of which only the short-term liabilities amounted to 20.09 billion yuan, the company's cash and cash equivalents a total of only $ 111.9 million. The tight liquidity position has always been the sword of Damocles hanging over the head of LDK.