歐美微逆產(chǎn)品不僅早已比拼起“產(chǎn)品力”，今年更是在大步邁向消費(fèi)電子陣營(yíng)。
談及海外市場(chǎng)，微逆企業(yè)天技新能源的銷(xiāo)售經(jīng)理李先生多次強(qiáng)調(diào)要順政策而為，因?yàn)檫@是在市場(chǎng)逐漸回歸平穩(wěn)增長(zhǎng)之際的出貨突破口。
李先生著重表示，微逆正在快速附上C端消費(fèi)電子屬性，在不遠(yuǎn)的將來(lái)，歐美客戶將跳過(guò)安裝商在電商平臺(tái)直接購(gòu)買(mǎi)。
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因歐洲市場(chǎng)需求量又大，相較于美國(guó)的準(zhǔn)入門(mén)檻低很多，近兩年更是有大量企業(yè)蜂擁而至，但輕松躺賺的時(shí)代一去不復(fù)返。在洗牌壓力更大的價(jià)格戰(zhàn)下，用戶對(duì)于微逆產(chǎn)品的經(jīng)濟(jì)性、穩(wěn)定性、高適配性都提出更高要求，產(chǎn)品逐漸向小體積和高能效發(fā)展。
天技新能源的戰(zhàn)略是以微逆作為切入新能源這個(gè)年輕產(chǎn)業(yè)的跳板。公司在Intersolar Europe 2024滿載而歸，已簽約德國(guó)知名經(jīng)銷(xiāo)商，從三季度開(kāi)始出貨量會(huì)有明顯增長(zhǎng)。
微逆C端消費(fèi)屬性增強(qiáng)，兼容性提升
陽(yáng)臺(tái)光伏這一新應(yīng)用場(chǎng)景在今年爆紅無(wú)疑是具有顛覆性的。也正是從今年開(kāi)始，微逆的安裝方式、銷(xiāo)售模式都加速向“家用電器”轉(zhuǎn)變，產(chǎn)品屬性向消費(fèi)電子靠攏。
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正如陽(yáng)光電源在6月推出其首款微逆產(chǎn)品，也是在以陽(yáng)臺(tái)光伏這波流量力求快速打開(kāi)C端市場(chǎng)。從公司在海外市場(chǎng)的品牌影響力來(lái)看，若直接在網(wǎng)購(gòu)?fù)緩街型茝V微逆產(chǎn)品，不愁快速收獲訂單。
早在成立之初，天技新能源就致力于在產(chǎn)品性能上方面追趕Enphase。公司不僅推出具備并網(wǎng)和離網(wǎng)功能的微逆，并也是目前行業(yè)中少有的能同時(shí)提供優(yōu)化器、通過(guò)銷(xiāo)售控制器來(lái)拓寬出貨渠道的新興微逆企業(yè)。
在萬(wàn)物互聯(lián)的時(shí)代，用戶對(duì)產(chǎn)品的要求一定是智能化操作。要想在微逆行業(yè)中脫穎而出，一定離不開(kāi)在軟件設(shè)計(jì)方面實(shí)現(xiàn)更超前的兼容性和智能化。
今年除德國(guó)之外，很多歐洲國(guó)家對(duì)微逆領(lǐng)域的補(bǔ)貼有所退行，在出貨量上苦苦掙扎的企業(yè)還能在哪兒看見(jiàn)曙光？
扎根于政策，研發(fā)思維需更前瞻
如今微逆行業(yè)的更新速度越來(lái)越快，難以及時(shí)預(yù)測(cè)行業(yè)需求走向的企業(yè)只會(huì)被迫離開(kāi)牌桌。盲目卷產(chǎn)品力并不可取，及時(shí)關(guān)注各國(guó)政策的異動(dòng)才能有望在短時(shí)間內(nèi)獲得更多訂單。
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例如，美國(guó)《國(guó)家電氣規(guī)范》在2017年新增規(guī)定，在緊急情況中，光伏系統(tǒng)必須能夠在30秒內(nèi)將電壓降至80伏以下，SolarEdge就在這一年憑借其“組件級(jí)控制”的技術(shù)先機(jī)迅速擴(kuò)大美國(guó)市場(chǎng)份額。
天技新能源正是提前預(yù)測(cè)微逆逐漸具備消費(fèi)電子屬性、達(dá)到更高的兼容性才更具競(jìng)爭(zhēng)力，于是在產(chǎn)品設(shè)計(jì)階段就考慮到兼容不同行業(yè)、不同品牌產(chǎn)品的通訊協(xié)議，以快速配對(duì)其他品牌的產(chǎn)品。
李先生同時(shí)強(qiáng)調(diào)，價(jià)格戰(zhàn)必然導(dǎo)致產(chǎn)品品質(zhì)下降，整個(gè)微逆行業(yè)從今年開(kāi)始的接下來(lái)兩年都很關(guān)鍵，中國(guó)頭部微逆企業(yè)具備財(cái)力和研發(fā)實(shí)力，應(yīng)加大研發(fā)投入力度，再次在產(chǎn)品方面縮小和Enphase的技術(shù)差距。
關(guān)于中國(guó)微逆市場(chǎng)，李先生也抱有較大期望，他認(rèn)為未來(lái)的增長(zhǎng)點(diǎn)在于國(guó)家出臺(tái)政策鼓勵(lì)開(kāi)發(fā)商在居民樓陽(yáng)臺(tái)安裝太陽(yáng)能光伏板。而在這之前，中國(guó)企業(yè)可以先主動(dòng)抱團(tuán)，引導(dǎo)獨(dú)棟房屋居民對(duì)于陽(yáng)臺(tái)光伏產(chǎn)生消費(fèi)心理。
The C-end Consumer Attributes of Microinverters Is Increasing, Go Deeper Into the Policy to Secure Massive Orders
Microinverter products in Europe and the United States have long been competing in "productivity competition", they are making significant strides into the consumer electronics sector this year.
When it comes to the overseas market, Mr. Li, the sales manager of TENTEK, a microinverter company, has repeatedly emphasized the importance of going with the policy, as this is the breakthrough for shipments when the market gradually returns to a stable growth.
Mr. Li particularly stated that microinverters are rapidly attaching consumer electronic attributes to the C-end. In the near future, European and American customers will skip installers and directly purchase on e-commerce platforms.
Due to the large demand in the European market and the much lower entry threshold compared to the United States, many companies have flocked in the past two years. However, the era of easy profits is gone. Under the pressure of more intense price wars, users have higher demands for the economy, stability, and high adaptability of microinverter products, and the products are gradually developing towards smaller sizes and higher energy efficiency.
TENTEK's strategy is to use microinverters as a stepping stone to enter the new energy industry. The company returned from Intersolar Europe 2024 with a full load, havin signed a contract with a well-known German distributor, and shipments will increase significantly from the third quarter.
The Enhanced Consumer Attributes of Microinverters and Improved Compatibility
The new application scenario of balcony photovoltaics, which has become popular this year, is undoubtedly disruptive. It is also from this year that the installation methods and sales models of microinverters have accelerated towards the transformation of "household appliances," and the product attributes have leaned towards consumer electronics.
Just as Sungrow launched its first microinverter product in June, it is also trying to quickly open up the C-end market with the flow of balcony photovoltaics. Looking at the brand influence of the company in the overseas market, if it directly promotes microinverter products in online shopping channels, it will not worry about quickly receiving orders.
Since its establishment, TENTEK has been committed to catching up with Enphase in terms of product performance. The company not only launched microinverters with both grid-connected and off-grid functions but is also one of the few emerging microinverter companies in the industry that can provide optimizers and expand shipping channels by selling controllers.
In the era of the Internet of Everything, the user's requirements for products must be intelligent operation. To stand out in the microinverter industry, it is essential to achieve more advanced compatibility and intelligence in software design.
This year, in addition to Germany, many European countries have reduced subsidies in the field of microinverters, and companies struggling with shipments can still see dawn wher?
Rooted in Policy, R&D Needs to Be More Forward-Looking
Nowadays, the update speed of the microinverter industry is getting faster and faster. Companies that cannot predict the industry's demand trends in time will only be forced to leave the table. Blindly rolling out product power is not advisable, and paying attention to the changes in policies of various countries is expected to increase shipments in a short time.
For example, the United States' "National Electrical Code" added a provision in 2017 that in emergency situations, the photovoltaic system must be able to reduce the voltage to below 80 volts within 30 seconds. SolarEdge took advantage of its "module-level control" technology to quickly expand its market share in the United States that year.
TENTEK is precisely predicting that microinverters will gradually have consumer electronic attributes and be more compatible, which will be more competitive. It has considered the communication protocols compatible with different industries and brands of products in the product design phase, which can quickly pair with other brands' products.
Mr. Li also emphasized that price wars will inevitably lead to a decline in product quality. The next two years will be crucial for the entire microinverter industry since this year. Chinese leading microinverter companies have financial and R&D capabilities and should increase R&D investment to narrow the technical gap with Enphase in product aspects.
Regarding the Chinese microinverter market, Mr. Li also has high expectations. He believes that the future growth point lies in the national policy encouraging developers to install solar photovoltaic panels on the balconies of residential buildings. Before that, Chinese companies can take the initiative to form alliances and guide residents of single-family houses to develop a consumer psychology for balcony photovoltaics.
