A Conversation with Europe Sales Director, Mr. Hu Weiqian

In 2024, Europe added 65.5 GW of new photovoltaic (PV) capacity, marking a significant slowdown in growth compared to previous years. Grid constraints, inventory pressures, and policy adjustments have led to a more cautious overall market sentiment. However, as one of the world’s most vital PV markets, mature markets such as Italy and France remain vibrant and steadily growing, while Central and Eastern Europe continue to show strong growth potential. How is HY SOLAR navigating both opportunities and challenges to reshape its market strategy and uncover new growth drivers?

Following HY SOLAR’s appearance at several major energy exhibitions across Europe, we interviewed Mr. Hu Weiqian, Europe Sales Director at HY SOLAR, to gain his insights into the latest trends in the European market and to learn about HY SOLAR’s strategic approaches in product planning, localization, and market development.

Q1: What are your thoughts on the new trends in the European market this year?

Since March, with the rebound in Chinese module prices, prices for new module orders in Europe have also generally increased. The procurement pace in Europe has quickened, and inventory digestion has accelerated. Overall, Europe remains a high-potential market, but competition is extremely fierce, mainly among Chinese manufacturers, making it a strong buyer's market. Whether for large-scale projects or distribution clients, the demand for brand value, product differentiation, and delivery capability is increasing. We’ve been quick to recognize this trend. For instance, in the French market, the 182/60 module module has attracted significant attention. Few exhibitors showcased this product at recent trade shows, and HY SOLAR was among them. This differentiated offering has opened new doors for us in both the distribution and project sectors.

Q2: What are HY SOLAR's primary markets and product strategies within the European region?

Currently, HY SOLAR’s key European markets include Western Europe—particularly France and Spain—and Eastern Europe, with Poland as a major hub. We adopt localized product strategies tailored to each market and customer type. In the Benelux region, small commercial and industrial (C&I) rooftops tend to prefer modules under two square meters, so we recommend the 182/54 module. For large-scale projects, we promote the 210R/66 module, which balances space adaptability with high efficiency. In Spain, there is a stronger demand for large-size, high-power modules, so we focus on promoting 182/72 and 210/66 modules. In France, we highlight the 182/60 module to meet strict local requirements on carbon footprint and environmental certifications. Other markets are served with different flagship products based on demand.

Q3: Beyond brand reputation, what factors do European customers consider when selecting PV products?

European customers exhibit varying preferences depending on their segment. For residential customers, in addition to performance, consistent module appearance is critical, and they are particularly sensitive to color discrepancies. In Germany and the Netherlands, for example, any noticeable color variation often results in claims or requests for replacement. In C&I rooftop projects, customers focus on more than just quality—they assess the overall return on investment. This includes conversion efficiency, reliability, degradation over the product's life cycle, as well as accompanying service and technical support. For project-based clients, functionality is key, but they also seek long-term, stable, and cost-effective solutions.

Q4: What are the special requirements for PV module entry and quality in the European market? What key certifications has HY SOLAR achieved?

European countries have different standards and certification requirements for PV modules, with France being particularly stringent. For residential projects under 100 kW, while “low-carbon” certification is not mandatory, a carbon footprint report and ETN certification are required. Modules must also be compatible with mounting systems and officially certified to qualify for government subsidies. HY SOLAR’s entire line of wafers and modules has been certified under France’s ECS carbon footprint program, ranking among the top globally, with strong localized delivery capabilities. European clients are also increasingly concerned with recyclability and compliance with WEEE recycling standards. As a PV CYCLE member, HY SOLAR offers end-of-life recycling and reuse services for customers, enabling a closed-loop, low-carbon lifecycle and delivering a worry-free experience.

Q5: What differentiated advantages does HY SOLAR posses in the European market?

HY SOLAR’s competitiveness in Europe stems from a comprehensive set of advantages. First, we possess a complete, traceable industrial chain and excellent quality control. Our R&D and product stability capabilities allow us to quickly respond to market changes and deliver highly customized solutions. Second, we hold a full suite of product certifications, including the ECS carbon footprint certification, and have built a robust market access and after-sales service system through partnerships with global entities like Munich Re. Third, we maintain a solid financial position, with low debt and healthy cash flow, providing long-term assurance to large clients. This full-spectrum strength enables us to meet European demands for quality, environmental compliance, and commercial reliability.

Q6: What is HY SOLAR’s localization strategy in Europe?

Our strategy is to “break through key markets first, then expand progressively.” We focus initially on France, Poland, and Spain, using localized operations to gain experience, and then replicate our success across other regions. Given Europe’s strong regional differentiation, local business developers (BDs) have an edge in capturing customer needs and tracking project resources. However, the domestic sales team remains essential for industry insight, product strategy, and response efficiency. By combining “domestic sales + local BD” in a dual-track collaboration model, we aim to create a high-performing, complementary international team and build a business system with strong local responsiveness in Europe.

Q7: What are HY SOLAR’s goals and expectations for the European market over the next 3–5 years?

Over the next 3–5 years, HY SOLAR aims to rank among the top ten in module shipments. This strategic goal challenges both our production capacity and brand strength, and also calls for a robust business team capable of capturing over 5% market share in Europe. We also plan to deepen partnerships with major European project developers to become a key supplier for gigawatt-scale projects. Moving forward, HY SOLAR will continue to strengthen its market presence through forward-thinking strategies, innovative products, and efficient localized services, establishing a sustainable long-term position in the highly competitive European market.