Low-carbon economy of the solar water heater market structure
[REVIEW] In the eyes of many people, solar water heater is just a little technical content of the industry, as long as anyone can get involved marketing channels, but in fact, it is a new energy industry, one of the few master the core technology and a leading position in the international industry. In recent years, China has developed into a solar water heater collector area of ??the world s countries, the forces that support the industry completely from the market.
Let Mu-song Seasons Solar Technology Co., Ltd. (hereinafter referred to as the Four Seasons Mu-song) Li Jun, president of a little depressed, where their solar thermal industry a bit like "concubines", although the same for the photovoltaic industry, "one mother." However, due to the state policy level, selective, so that the solar thermal industry support and long-term lack of competition in a disorderly state. In the eyes of many people, solar water heater is just a little technical content of the industry, as long as anyone can get involved marketing channels, but in fact, it is a new energy industry, one of the few to master the core technologies and international leading position on the industry. In recent years, China has developed into a solar water heater collector area of ??the world s countries, the forces that support the industry completely from the market.
Depressed more than one Li Jun, Huang Ming Solar Energy Group (hereinafter referred to as Emperor Ming) Huang Ming, chairman of the board is one of them, he was with the "seven best" to describe the solar thermal industry s position in the new energy: the greatest contribution, the greatest impact The most practical, penetration of the highest, most advanced, most input-output ratio, the Government and the lightest burden. Can be compared to the solar photovoltaic industry leader – Suntech Power billions of dollars in market value, the output of the solar thermal industry is only 500 billion yuan. This "scissors" to form a disproportionate market.
From "Platoon" to "national team"
In the past, solar thermal industry is the solar energy industry in the "wild child", but with the state to promote energy conservation, it suddenly from the "wild child" into a "who play the leading role." This dramatic scene due to a variety of good news came, the policy of home appliances to make it from the "Platoon" to become "national team", and then let it blow low-carbon economy in the past year rose by more than the sum of the previous three years, from 350 billion yuan to 600 yuan. Wong Ming domination was broken, including the Four Seasons Mu-song, sun, rain, Sang Le, Norit, including new army has become the undisputed leader in the rural market, a reputation. More than 6,000 enterprises have not come from the chaos in the pressure of cross God, believe, has been carrying Feishi supersonic aircraft to another new era.
In accordance with the revitalization of the country s new energy plan, each province, city demonstration projects 3, 4 County demonstration project to expand the solar energy to rural areas to accelerate the introduction of preferential policies. Shandong, Jiangsu, grab the front, Shandong Province, through the application of legislation to the city the amount of solar energy to 60%, rural applications increased from 5% to 20%; Jiangsu Province stipulates that from 1 January 2008, all new 12 layer below the mandatory installation of solar architecture. Let Li Jun pleased that the government restrictions from the original solar installation, documentation requirements to the introduction of mandatory installation of solar energy, "attitude of a 180-degree turn." Followed, Shenzhen, Dalian, Xiamen, Shenyang, Qingdao, Kunming, Zhengzhou, etc. have been introduced to force the installation of the relevant policy. If these cities are equipped with solar water heaters, it would be how large numbers, even if the rural market penetration of solar water heaters up to 20%, it will bring to the industry-wide sales of more than 120 billion yuan. Accomplish this goal in just a few years, more exciting is that, according to Jiang Feng, Secretary General of Chinese home appliances is expected in 2020, the amount of solar energy applications in rural China will reach 60%, sales of 3,600 billion yuan.
With some kind of magic new energy seems, allow participants to collectively excited. But suddenly bursts into an industry, its risks and costs will be behind the surface. Although to some extent it is a market-oriented industry, but will upgrade an industry with the technology, in particular in the new energy industry, if chaotic rush to invest in industrial development is clearly the law of indifference. Really stand out, with the continued competitiveness of domestic enterprises, those with technical and cost advantages of the enterprise.
In the solar thermal industry, local enterprises to master the rules of the game, technology and markets are in their hands, to the Ming emperor, the Four Seasons Mu-song, sun, rain, led by the manufacturers with the advantages of building an insurmountable double line of defense, the number of foreign players block in the country. Despite international and domestic economic situation is grim days, China solar water heater export trade grew 70 percent to 300 million U.S. dollars, but China has become the undisputed largest country in solar thermal, although a considerable portion of production in foreign digestion. In this new energy competition, Chinese companies have not lagged behind in technology, while the brand and the price of their weapons defeat the enemy. This competition forced the protagonist had to integrate a variety of resources to fight a traditional marketing war.
Eve blowout industry
Many years ago, back in the state in promoting energy conservation, but the market is really booming up, but it is nearly two years to do. If the solar water heater in 2009 before the industry is still stuck in consumer education phase, the solar water heaters after 2009 entered the popular era. This year, sales of solar water heaters, singing along, the contrarian in the next economic crisis 30% of the whole industry to achieve growth. The economic crisis sweeping the global PV industry in China into the gloom and doom, but "a female compatriots," the solar thermal industry, but because the benefit from home to the countryside and into the blowout.
New Energy is a major issue relates to the national economy, without government subsidies, a country s development of new energy industry is difficult to get up. The solar energy industry, EU governments to provide subsidies of up to 30% to 50% in 2008, South Africa will increase by 30% subsidy. Although only 13% of China s subsidies, but no one care about the past that no one asked the situation has been broken, long plagued the solar industry has untied the rope. A lot of good policy activated huge domestic market, the technology has matured and increasingly lower cost, solar water heaters make up more and more popular.
Was measured before, every square meter of solar water heaters can replace coal 150 kg per year, equivalent to saving 417 degrees, can reduce carbon dioxide, sulfur dioxide, dust and other emissions 170 kg. Therefore, if the size of enterprises reached 100 billion yuan, total promotion nearly 100 million square meters of solar water heaters can accumulate alternative to conventional energy sources of coal 20 million tons of carbon dioxide emissions 30 million tons. If the solar water heater in accordance with the life of 15-year period, equivalent to solar thermal power generation cost only 0.15 yuan / kWh, lower than the PV several times lower than conventional energy generation costs about double. There is no doubt that this is beneficial to both companies and conducive to a win-win move people s livelihood. For businesses, the key to expand the scale. In a way, the solar thermal industry is a capital-intensive, capital and the market has formed a relatively benign circle. Capital necessary to gather a small number of enterprises with good market performance, the rapid growth in this industry is about, who get first-mover advantage, whoever would be likely to embark on Hengqiang road.
"Copenhagen Climate Conference to the world s eyes are focused on energy conservation, solar energy as a new vanguard, will play a very key role." Often talked about solar energy, Li Jun will be excited, "Solar energy is not only the cleanest energy, solar thermal applications and power generation equivalent to the lowest cost, but also the most widely used. "He firmly believes that the solar thermal industry in the development of a critical point, the" solar water heater to replace the traditional electric water heater is a matter of time, water heaters, consumer choice will be the product of choice if we do not act now quickly run up, we are likely the starting point of the new backward. The market has been very intense, and if we do not do something, it may be a little late. "
In the eyes of many investors, solar thermal sound trendy, but with the color TV industry, is a quasi-sunset industry. They would rather chase excess capacity of the photovoltaic business, do not want to focus on those running fast in the market leader in solar thermal industry. But over the past two years, the solar thermal industry s extraordinary development, so they had to shift the focus to look over, they found that in the new energy industry, only the solar thermal industry will be technology, marketing and market the perfect blend.
Relative to the solar industry, solar thermal industry is more like the edge of industry technology using solar energy, but it is the home appliance industry marketing practices, and that looks like a solar water heater appliances. In fact, the solar water heater market capacity than conventional electric water heater market is much greater, at some point in the future, it will not replace the original part of the advantage eroded the market share of electric water heater. Government ready to generous subsidies spree, the market over warm welcome arms, a bright and sunny outside, who can open the door, embracing boundless Spring?