On the hot photovoltaic track, "involution" has become a hot word in the photovoltaic industry in the past two years. In addition to modules, photovoltaic brackets, as one of the "three major parts" of photovoltaic systems, have a relatively low entry threshold and no obvious technological differentiation, and there are many participating companies, and the competition is particularly fierce.
How do bracket companies break the waves and move forward steadily?
As an industry veteran, Tianjin Xinrun Hengxin New Energy Technology Development Co., Ltd. (hereinafter referred to as Xinrun Hengxin) has rapidly emerged in the bracket market after nearly 10 years of deep cultivation. Talking about the competition of bracket enterprises, Zhang Qingrong, assistant to the general manager and commercial director of Xinrun Hengxin, said in the exchange with Polaris Solar Photovoltaic Network that the three core essences of the enterprise are products, services and talents.
Increase production capacity and technology accumulation
Cost reduction and efficiency increase is the main theme of the development of the photovoltaic industry, and the photovoltaic bracket, as the "bone" of the photovoltaic power station, is second only to the module in the investment cost of the entire photovoltaic power generation system, so it has also become a key part of cost reduction.
As we all know, in the manufacturing cost of photovoltaic brackets, the cost of steel raw materials accounts for more than 70%, and controlling the cost of materials is the most effective way to reduce costs. Finding the right entry point, Xinrun Hengxin has made full planning since its establishment in 2014, relying on the dense steel raw material industry cluster and perfect logistics network advantages in Tianjin Jinghai, and won the opportunity in cost control.
After nearly ten years of steady development, Xinrun Hengxin has jumped to the leading enterprise in the national bracket supporting production scale, currently has more than 40 automatic production lines, the maximum annual shipment of 300,000 tons, strong production capacity, stable and reliable performance ability has become the cornerstone of Xinrun Hengxin's market competitiveness. It is understood that in the China Resources Caijin Hongguang Fishery Photovoltaic Project, Xinrun Hengxin completed the supply of 100MW photovoltaic brackets in only 13 days, which is only a microcosm of many cooperation projects.
In the view of Zhang Qingrong, assistant general manager and commercial director of Xinrun Hengxin, only the ability to perform is not enough to occupy an advantage for a long time, and to follow the market demand and create products with core competitiveness is the most powerful weapon in the vertical and horizontal market.
At present, with the increasing number of photovoltaic application scenarios, different development scenarios such as agricultural photovoltaic, forestry photovoltaic, fishery photovoltaic, tidal flats, and saline-alkali land put forward higher requirements for bracket products, which not only meet the conventional requirements of high power generation and low cost in the era of parity, but also require corrosion resistance and other capabilities. Keeping up with the needs of users, Xinrun Hengxin has developed fixed photovoltaic brackets, adjustable photovoltaic brackets and other products that cater to different market needs. Among them, the galvanized aluminum-magnesium new material bracket has the characteristics of super corrosion resistance, self-healing, long life and easy processing. Under the multiple advantages of customizability, high reliability and all-round, Xinrun Hengxin has quickly gained market recognition and rapidly expanded its business scope.
Standing fixed, fixed and adjustable, tracking the three major markets at the same time, Xinrun Hengxin in technology research and development, embarked on a "new journey". In 2023, Xinrun Hengxin will obtain 7 patent certificates, participate in the compilation of 2 photovoltaic design standards, lead the construction of 1 flexible bracket experimental base, obtain EU EN1090 certification in production and manufacturing, and CE certification of fixed and adjustable stents is underway in the case of CE certification of tracking brackets.
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In 2023, Xinrun Hengxin's stent shipments will break through the milestone of 8GW. In the high-quality, stable delivery capabilities and good reputation of the industry, Xinrun Hengxin's "circle of friends" continues to expand, not only with the "five big six small" and other power generation groups to establish a good cooperative relationship, but also become a cooperative supplier of leading enterprises in the industry such as Chint, Trina Solar, Skyworth, etc.
Xinrun Hengxin participated in the construction of new energy projects in the domestic and international markets, and has successively provided all-round services and technical support for the Three Gorges New Energy Sihong Animal Husbandry and Photovoltaic Complementary 100MW Photovoltaic Project, State Grid Guizhou Luodian 100MW Photovoltaic Project, Huaneng Shaanxi Mengjiawan 170MW Photovoltaic Project, Huadian Guizhou Dushan Baiquan 100MW Photovoltaic Project, China Resources Finance 300MW Photovoltaic Project, Vietnam Nha Trang 250MW Photovoltaic Project, etc. CECEP and other power generation groups are designated suppliers and are highly recognized by the market.
Multiple layouts Differentiation opens up new engines
In recent years, distributed photovoltaic has entered the era of "Great Leap Forward", and with the central state-owned enterprises and industry leaders competing to enter the game, it has become a battleground for the industry.
In the distributed photovoltaic feast, Xinrun Hengxin has been stuck in advance. In 2020, Xinrun Hengxin began to enter the field of distributed photovoltaics, actively exploring and layout. After a year of market precipitation and experience accumulation, Xinrun Hengxin has carried out a large number of transformations to the bracket production line in 2021, so that the production process standards of distributed products have been continuously improved, which not only improves the quality and efficiency of products, but also meets the special needs of distributed photovoltaic projects for bracket products. With the promotion of distributed photovoltaic in the whole county, the shipment of Xinrun Hengxin bracket products reached 150,000 tons that year.
However, with the progress of stent technology and the continuous maturity of the market, product homogenization has become an unavoidable pain point in the industry. Finding differentiated competitiveness is undoubtedly the key to achieving sustainable development of enterprises.
In terms of business model, Xinrun Hengxin chooses to extend to the downstream market and take the "integrated" competition route. In April 2021, Xinrun Hengxin established Tianjin Xianghui Construction Engineering Co., Ltd., focusing on the front-end development and application, construction and post-product operation and maintenance services of photovoltaic projects, realizing an ecological chain integrating "design, production, quality, logistics and after-sales". It not only responds positively from the front end to the terminal, but also provides customers with more comprehensive and professional services to build the "dual" competitiveness of the enterprise.
In 2022, Xinrun Hengxin's layout in the field of distributed photovoltaic will be further strengthened, the qualification of the established distributed development company will be approved, and the team building will be successfully completed. With the help of a high-quality customer base and rich project experience, it won a development and construction project of 60 million yuan in one fell swoop, adding a strong stroke to the expansion of the distributed field.
Whether it is capacity, technology or strategy, in the ever-changing photovoltaic market, Xinrun Hengxin firmly believes that the essence of enterprise competition lies in people, and having a high-quality and professional team is the key to being invincible in the fierce market competition.
In this regard, Zhang Qingrong said that Xinrun Hengxin attaches great importance to talent training, and will invest a lot of energy and financial resources in the skills training of employees every year. In addition, the company also actively cooperates with relevant scientific research institutes and hires experts for on-site guidance to improve the professionalism and comprehensive ability of employees.
In the photovoltaic industry, which is full of competition and change, Xinrun Hengxin, as a long-termist, insists on running steadily in small steps, passing through the industry cycle, and creating maximum value for the industry and customers.