Core Insights - The distributed photovoltaic (PV) industry is experiencing intense competition as various sectors, including home appliances and real estate, enter the market, disrupting previous business models and profit margins [1][3][4] Industry Overview - The distributed PV sector has seen a surge in participants, with companies like Skyworth, Haier, and TCL joining the fray, leading to a more competitive landscape [1][3] - The net profit margin for distributed PV stations is currently around 20%, with some companies like Xinneng Technology reporting as high as 29.54% due to rising industrial electricity prices [4][6] - However, the market is expected to become increasingly saturated, potentially leading to a "red ocean" scenario for competition [4][6] Market Dynamics - The competition is characterized by aggressive marketing strategies and flexible partnership models, as seen during the recent Jinan International Solar Exhibition [6][18] - The acquisition of "roof resources" has become a critical competitive factor, with companies needing to invest in channels to reach rural and lower-tier markets [6][11] Company Performance - Skyworth Group reported a revenue of 53.491 billion yuan in 2022, with a significant growth of 191% in its renewable energy segment, despite an overall decline in net profit [9][14] - The distributed PV segment of Skyworth has become a key growth area, with over 200,000 installed units across more than ten provinces [9][14] - The company's profit margin in the distributed PV sector is projected to be around 3%, significantly lower than other segments [16] Competitive Landscape - Major players in the distributed PV market include Zhengtai Aneng, Trina Solar, and Skyworth, with Zhengtai leading in user numbers and development scale [12][14] - The entry of home appliance companies into the PV market has changed traditional business models, with a focus on leveraging existing distribution channels and customer relationships [11][14] - The market is witnessing a shift towards rental models and financing solutions, which are impacting traditional EPC (Engineering, Procurement, and Construction) businesses negatively [17][18] Future Outlook - The distributed PV market is expected to double in size, with significant growth projected for 2023, despite challenges faced by traditional players [17][18] - The industry is still in its early stages, and the long-term viability of new business models and management practices remains to be seen [19]
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