Bonn: the sixth edition of the European PV InstallerMonitor 2013/2014 offers profound insights into the installers- and brand landscape of the European PV core-markets.
Modules: The consolidation phase of the PV branch continues to be characterized by a tight competition amongst the module manufacturers. Yingli tops the German market in terms of sold volume, followed by SolarWorld, aleo solar and Heckert Solar. “The competitors should not be underestimated. A number of manufacturers were able to benefit from market exits of competing companies in 2013”, Angelika Leiss, project-leader of the study, explains. The undisputed number 1 in regards to the unsupported brand awareness is SolarWorld. In general, the willingness of installers to recommend certain module brands has decreased in comparison to last year. The reference values, the so-called “Net Promoter Score (NPS)” varies between 13% and -44% in accordance to the results evaluated by the market research institution EuPD Research.
Wholesale: This year the focus of the study has shifted further towards the trading sector, as in comparison to the last studies. The PV wholesalers IBC Solar and Energiebau lead the field in regards to the procurement of modules and inverters. However, a number of electrical wholesalers, especially Sonepar Deutschland GmbH, were able to increase their customer base in 2013. In general, customer loyalty between installers and wholesalers is relatively strong, as around 80% of the customers of Wagner&Co. for instance procure a majority, if not all or their components, exclusively from this distributor.
Storage solutions: 40% of the German installers believe the business model of photovoltaic is under threat, but remain positive they will overcome the difficult consolidation phase. A majority of installers is looking at expanding their product range by offering storage solutions, whereas only 10% decided to opt against this new business opportunity. The unaided brand awareness gives a first idea about the storage landscape in Germany. Here SMA/Hoppecke, Nedap, E3/DC and Varta Storage are the front-runners. The study offers further insightful information about the NPS, the satisfaction and the market penetration of the leading storage providers.
All in all the “European PV Installer Monitor 2013/2014” from EuPD Research, a survey of around 750 installers in Europe, offers a comprehensive data set and information about the development of sales- and marketing strategies for modules and inverters; furthermore, it covers topics such as brand loyalty and satisfaction, procurement management and brand image.
For further information please follow the link European PV InstallerMonitor 2013/2014. In case you have questions about the offer or the results, please contact project leader Angelika Leiss on +4922897143 27 | a.leiss@eupd-research.com or our press office.
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About EuPD Research:
EuPD Research is an international service provider focusing on B2B market research with a highly specialized multilingual interview center. We provide our clients in Europe, Asia and the US with the entire range of qualitative and quantitative research services. With the help of in-depth market knowledge combined with methodological professionalism, we provide practical, future-oriented business solutions and ensure that our clients receive a return on their research investment. Our continuous research has enabled us to develop particular skills in the field of renewable energy sources, particularly in the field of solar energy.
