Analysis of the Status Quo of Global PV Markets Last Year

Li Zongwei, Vice President of Yingli Group, shared his insights during an interview: “Back in late 2010, we already warned that ‘winter is coming.’ Everyone needs to prepare a winter jacket and be ready for the cold season.”

He emphasized that preparing for such challenges requires more than just external strategies. “Improving internal management and structural efficiency is crucial,” he said. According to Li, the long-term success of a company depends heavily on its leadership and team capabilities. To strengthen this, Yingli implemented a group management model, where each branch operates independently in production and sales but is centrally managed by the headquarters. This approach allows better resource allocation and quicker market response.

“We also restructured the entire supply chain to ensure better coordination between upstream procurement, manufacturing, and downstream sales,” Li explained. In terms of strategy, Yingli has focused on expanding downstream operations, aiming to create a complete industrial chain that enhances the flow of resources across the sector. The company also seeks partnerships and collaborations within the industry to strengthen its position.

Through annual supplier and sales meetings, Yingli has established strategic cooperation with key partners. “We invite suppliers to our factory in Baoding and work together to reduce costs. In the downstream, we aim for a tripartite collaboration among companies, customers, and banks. This helps us secure orders and ensures financial stability for all parties involved,” Li added.

Emerging markets have shown significant growth potential. “Thanks to favorable domestic policies and rising demand in developing economies, the global photovoltaic market in 2012 exceeded expectations, especially in Germany, the U.S., and China,” said Wang Zhixin, head of public relations at Yingli. “The global market continues to expand, which played a major role in our success last year.”

Despite the U.S. “double anti-dumping” measures, Chinese solar components still found their way into the American market. On November 29, 2012, Yingli signed a record-breaking 200 MW order with Fluor Corporation. The company is actively growing its presence in the U.S., securing substantial orders and increasing large-scale projects, which signals a positive outlook for the future.

Li noted that 2012’s sales growth was different from previous years. “Old markets didn’t see much growth, but emerging markets showed strong expansion,” he said. “Our market strategy has shifted from over-reliance on Europe to a more balanced structure, focusing on Germany, China, the U.S., and other emerging regions.”

Additionally, he highlighted the impact of brand building and marketing efforts over the past few years, which helped Yingli become the top global seller in 2012.

Looking ahead, Li said, “In 2013, we aim for higher-level gains. We will focus not only on market share growth but also on extending profit drivers.” As non-subsidized projects increase, particularly rooftop installations, new business models will become essential. Yingli’s “one-stop” service now goes beyond selling components and equipment—it includes broader support for end-users.

“As the solar industry improves overall, companies must build long-term competitiveness by transforming from simple hardware providers into comprehensive solution providers,” Li concluded. Since late 2012, the government has introduced supportive policies for the PV industry. “Currently, the government encourages enterprises to go global. While large European and American firms face challenges, Yingli’s momentum remains strong. If we keep moving forward without slowing down, our global market share will continue to grow.”