RCCN WeChat QrCode
Mobile WebSite
In June, the reporter participated in the China PV Industry Association, PGO photovoltaic green ecological cooperation organization led the national household photovoltaic research activities, I personally a total of fourteen days in Henan, Zhejiang provinces visited a number of household photovoltaic projects, Before finishing, make a brief summary of the market.
On the research situation, the current household PV market with the following characteristics:
1 from the company operating level
Three models basically become the mainstream market
The first is the dealer model, the model led by the PV module manufacturers, such as Trina Solar, Ai Kang Technology, Hannon, Yingli and other companies are taking this model, the benefits of this model can be a large area of rapid national market Of the expansion, a short period of time in the household PV market to establish brand awareness, equipment shipments are also more impressive, some of the market expansion efforts of the company in recent months, the monthly shipments can reach about 10MW. Dealer model of the company's market development team from a lot of solar water heaters, home appliances and other industries. In this mode, the difference in shipments between different companies is large, and the market is directly related to the intensity of investment. It is expected that the market share of Trina Solar will show a significant increase this year.
Followed by the lease mode. The model to the people, the aerospace, Zhengtai and other companies as the representative. Leasing mode and dealer model of the system products are mostly standardized products, leasing mode of the system product line is relatively simple, usually fixed to 5KW system, rental costs generally between 500-800 yuan / year. Companies that choose a rental model usually choose one or more powerful partners in the regional market. The partners are responsible for market development, installation, post-operation and maintenance. The company is mainly responsible for investing as the owner of the project. As the leasing model application and the same network needs to provide end-user information, some companies will lease mode and loan model, the user information will be used in the cooperative bank to apply for loans, electricity revenue for repayment, while the company is responsible for possible differences Part, and pay the user a fixed annual roof rental costs, after a certain time (usually 12-15 years) ownership of the roof PV assets completely handed over to the user. The advantage of the roof leasing model is that the pre-market promotion is easier, large scale, one-time centralized investment, low market development costs.
The third is the direct sales model. System integrators use this model, they choose components, inverters, stents and other system providers, the main company brand. The regional characteristics of the model market is obvious, the company usually rely on a regional user needs a deep insight, coupled with a strong means of marketing, and fully tap the social network of each clerk, into orders. The implementation of the model of the company, usually less physical, annual revenue in the millions to millions, but there are some outstanding companies to strengthen the company management, strengthen the organization combat effectiveness, this year's annual revenue is expected to reach one billion level. The model of the market expansion costs generally higher proportion, and showing a growing trend, some companies in order to compete for orders, the salesman will be high sales commission. Overall, the benefits of this model is flexible, low threshold, suitable for a large number of small and medium companies, the difficulty lies in how large-scale, unified.
2 households with PV market regional characteristics obvious
China's vast territory, the level of economic development is not balanced, household PV market development needs to combine the local economic development. Zhejiang is China's household market with the beginning of the PV market, the city has a large number of self-built housing, housing is usually 4-6 layer, the roof for the ramp, the house in addition to self-occupied, most will be leased to tenants engaged in commercial activities or Rent, electricity consumption, Zhejiang local subsidies policy is the most to the country, plus the grid to encourage the power of the Internet model, so the local people usually choose to use the Internet, all the electricity can enjoy the national and local multi-level subsidies , Self-use part can also be charged to the tenants of higher commercial prices, there is "electricity CLP" revenue space.
In the commercial development of Henan, household PV market mainly in the vast rural areas, local farmers income sources are limited, narrow investment channels, housing basic use, self-occupied, less electricity, select the household PV system is mainly out of Investment considerations, especially the elderly want to invest in a system to solve the pension problem, coupled with the local no more subsidy policy, so generally take the full Internet model.
Believe that in other provinces, due to the level of economic development, the source of income, housing structure and so on, the user choice of household photovoltaic starting point and purpose should also be different.
3 early development of the market
Information is seriously asymmetric
Household PV products and installation of poor quality
