SolarMax: Going against the trend to enter the Chinese PV inverter market
At present, China's photovoltaic module production capacity has reached more than 70% of the world. The start of the domestic photovoltaic market is of limited significance to overcapacity and global market-based cell and module factories. The inverter industry is different. Chinese inverter companies have a global market share of about 3%, and domestic market accounts for about 50%. The rapid growth of China ’s photovoltaic terminal applications In other words, a lot of new demand is added. With the rapid development of the photovoltaic industry, the inverter industry has also achieved rapid growth.
Considering the decline in inverter prices and the increase in installed capacity in the future, OFweek Industry Research Center estimates that the market capacity of the global inverter industry in 2011 will reach approximately 36 billion yuan, of which the domestic market will reach approximately 2 billion yuan, 2012-2015 In the year, the global inverter market can reach a total of about 160 billion yuan, of which the domestic total can reach about 16 billion yuan.
In 2011, the world-renowned inverter brand SolarMax announced its entry into the Chinese photovoltaic market. SolarMax is from Switzerland and was established in 1991. It is the world's leading manufacturer of grid-connected solar inverters. For the fast-growing Chinese photovoltaic market, SolarMax will bring vigorous development momentum, and high-performance SolarMax products will also be favored by Chinese customers.
In this SENC exhibition, Mr. Geng Bo, General Manager of SolarMax China, and Mr. Andrè Lüthi, Head of Technical Sales Support of SolarMax, were invited to conduct an exclusive interview on enterprise development and related hot issues.
Andrè Lüthi, Head of Technical Sales Support, SolarMax
Q: Since 2011, the photovoltaic industry has entered the winter overnight, many companies have stopped production or even went bankrupt, and many companies have fled this once "violent" industry. SolarMax has announced that it has entered the Chinese market where the photovoltaic industry is developed. Why would you consider entering the Chinese market? What is the starting point?
Solarmax: The company sees that the development of the photovoltaic industry in Europe has not been so good in the past two years. We have entered the Bulgarian and Greek markets, and now the company has recruited new employees. In the future, we need to open up emerging markets, and China is a very leading market in emerging markets, so we are willing to invest in China.
Q: We know that SolarMax centralized inverters have recently obtained China's "Golden Sun" certification, which also means that SolarMax can be legally sold in China and to a certain extent can also receive state subsidies. However, for the current Chinese PV inverter market, Chinese manufacturers dominate, because the price of PV inverters in the Chinese market is much lower than that of the global market. Will SolarMax in the global inverter industry What are the advantages?
Solarmax: SolarMax has a high reputation in Europe, but when it comes to China, it needs to promote the brand. The advantage is that we have a deeper understanding of this industry because we have 25 years of experience; we have a large number of competitive talent teams and good equipment, which can support pre-sales, sales, and after-sales; we also have An excellent team like André supports the Chinese market.
China is a large-scale market, not only a product competition, but also technical support and service support. Although our current products are manufactured in Switzerland, we will try our best to be close to the market price in China, improve some worthwhile technical services, and try to maximize the cost performance of our products. It will also use a technology packaging method to reduce operating costs and maintenance costs, so that the product will get the maximum benefit ratio and return rate after 25 or 30 years. In the long run, we will have an advantage. For example, we have a machine in Switzerland that has been in use for 25 years, and it is still in use. This is where I am very proud.
Andrè Lüthi (first right), SolarMax technical sales support person in charge, Geng Bo, general manager of SolarMax China (second right)
Q: SolarMax has always been committed to the development, production and sales of solar inverters, and at the same time provides suitable solutions for system monitoring. Does your company have any plans to expand into other fields, such as wind energy and power industry?
Solarmax: At present, we have no plans to develop in this area, or focus on our current photovoltaic industry and product development.
Q: As far as the entire photovoltaic industry is concerned, the United States first launched a “dual-reverse†investigation on Chinese photovoltaic products, followed by Germany and Italy, in the face of opposition, they have successively reduced their subsidy programs for solar products. Chinese photovoltaic companies are undoubtedly "blockbusters". What do you think of the "double anti" investigation launched by the United States and the reduction plans of European countries? Will these incidents have a greater impact on your company in the European and American markets?
Solarmax: At present, China does have a little trade friction with the United States in this photovoltaic industry, but we are a Swiss company and will not be affected by these bad conditions. We uphold our company's philosophy and corporate culture to continue to develop. Continue to improve product advantages and avoid being affected by this market.
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