The “winter†period of the photovoltaic industry has continued to this day, and even the giant companies can't be alone. This time, the collapse of the “Beijing-Silver League†and the rumors of the bankruptcy of the giant companies that have been frequently reported are true portrayals. Under the market slump, maintaining a certain amount of orders has become a lifeline for the survival of enterprises. At the end of last year, the leading photovoltaic companies maintained their orders because of the long-term orders, and they could remain calm in the wave of small and medium-sized enterprises shutting down production. However, as the market environment continues to deteriorate, the situation of large enterprises and downstream customers' unguaranteed orders has begun to appear. LDK has previously made its 15,000-ton polysilicon order into a bubble due to the collapse of its major customer Q-cells in Europe. . The long-standing price war in the industry has intensified in the current depressed market conditions. In order to obtain orders, represented by small and medium-sized polysilicon enterprises, the phenomenon of “low-price clearance†in the whole industry is innumerable. But it is worth noting that in the face of the industry downturn, some foreign companies are independent in the competition. According to the China Securities Journal reporter, the world's second-largest photovoltaic equipment manufacturer, Centrotherm, has a backlog of orders of 508.2 million euros. Why is Centrotherm able to get such a large order against the market? Its executives said it has won the favor of its customers with its forward-looking technology. The conversion efficiency of solar cells produced by the company has reached 20%. Under the industry's “cold winterâ€, they are still in the fine drilling technology, and have continuously updated their product quality records since last year. In fact, there are many examples in China. The order volume of Asian polysilicon boss GCL-Poly is currently ranked in 2020. The cost driven by the advancement of technology has been declining, and eventually it has turned into a product price advantage, and it has naturally received a large number of orders. The case of Centrotherm and GCL-Poly makes us really have to keep in mind that "technology is king" is never out of date. In the past two years, when the photovoltaic industry was wearing a halo, the company was willing to study technology upgrades and cost reductions. The “2012 era of affordable Internet access†once issued the strongest voice in the industry. Since the industry downturn last year, few voices and corporate actions have been heard. Everyone has lost themselves in the atmosphere of low-price vicious competition. In evaluating the current PV industry, a private equity fund executive pointed out that the market is not an excuse for the industry to stop developing. If solar power can reach the level of thermal power, there is no reason for market demand to be “impulsiveâ€. Instead of sharpening your head to dig the market, it is better to devote yourself to the technical upgrades and cost reductions. At that time, the market will take the initiative to find the door. As good as words. In such an era of Great Depression and Great Adjustment, what PV companies need is no longer the only order, but more to regain the confidence that “technology is king†and abandon the competitive strategy of winning by scale and low price. Technical warfare will replace price wars. Some positive signals seem to have come out. At the 2012 Shanghai Photovoltaic Exhibition, which is known as the industry's vane, many companies have not thrown up various expansion plans as they have in previous years, but they have shown the latest research and development technology. Many companies claim that they will be technically and will abandon endless. Price war.
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