
In an exclusive interview, Li Zongwei, Vice President of Yingli Group, reflected on the company’s strategic approach during a challenging period in the solar industry. He recalled that as early as late 2010, Yingli had already sensed the coming “winter†and emphasized the importance of preparation. “Everyone needs to have a winter jacket ready,†he said, highlighting the need for proactive planning.
Li Zongwei stressed that the key to weathering tough times lies in strengthening internal structures and management capabilities. He believes that the long-term success of a company depends heavily on its leadership and team performance. To this end, Yingli implemented a group management model, allowing each branch and business unit to operate independently in production and sales while being centrally controlled by the headquarters. This centralized resource allocation enables faster and more efficient market responses.
Additionally, the company restructured its supply chain to ensure better coordination between upstream procurement, manufacturing, and downstream sales. “This integration helps us streamline operations and improve efficiency,†Li explained.
In terms of strategy, Yingli has focused on expanding downstream operations, aiming to create a fully integrated industrial chain. By forming partnerships and collaborations across the industry, the company seeks to optimize resource utilization and enhance competitiveness.
Through annual supplier and sales meetings, Yingli established strong strategic alliances. “We invited our partners to come to Baoding, build factories together, and work hand-in-hand,†Li noted. This approach helped reduce upstream costs significantly. On the downstream side, the company pursued tripartite cooperation with companies, customers, and banks, creating a win-win scenario where all parties benefit.
Emerging markets played a crucial role in Yingli’s 2012 performance. Wang Zhixin, head of the propaganda department at Yingli, highlighted that favorable domestic policies and the growth of emerging markets led to higher-than-expected global demand and installation capacity. Markets like Germany, the U.S., and China saw stronger-than-anticipated demand, contributing to the overall expansion of the solar industry.
Despite the U.S. “double opposition†investigation, Chinese solar components continued to gain traction. In November 2012, Yingli signed a landmark 200 MW order with Fluor Corporation, marking a significant step in its U.S. market expansion.
Currently, Yingli has secured substantial orders in the U.S. and is seeing an increase in large-scale projects, indicating strong market potential. Li Zongwei also noted that 2012’s sales growth was driven largely by emerging markets, not traditional ones like Europe.
The company’s market strategy has shifted from over-reliance on European markets to a more balanced approach, focusing on Germany, China, the U.S., and other emerging economies. This diversification has led to a positive development trend.
Moreover, Li attributed Yingli’s success to the brand recognition and marketing efforts it built over the years, which helped the company become the top global seller in 2012.
Looking ahead, Li Zongwei expressed confidence in 2013, stating that the company aims for higher-level gains. “We are not just focused on increasing market share but also on extending profit growth points through transformation and upgrading.â€
He pointed out that with the rise of non-subsidized projects and rooftop installations, new business models will become essential. Yingli’s “one-stop†service for end-users goes beyond component sales, offering comprehensive solutions tailored to customer needs.
“In the evolving solar industry, companies must develop long-term competitiveness by transforming from hardware suppliers into solution providers,†Li concluded.
Since the end of 2012, supportive government policies have further boosted the solar sector. Li added that while large Western companies face challenges, Yingli’s momentum remains strong. “As long as we keep moving forward without stopping or slowing down, our global market share will continue to grow.â€
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