Entrepreneurial History Of A Photovoltaic Businessman


The development of emerging industries is always volatile, and the growth trajectory of the photovoltaic industry is also non-linear.

On May 31, 2018, the National Development and Reform Commission, the Ministry of Finance, and the National Energy Administration jointly issued the "Notice on Matters Related to Photovoltaic Power Generation in 2018", which limits the scale of distributed photovoltaics to 10GW, and new grid-connected projects for self-use and surplus power to the grid. The subsidy was reduced to 0.32 yuan/kWh. This document brought the booming distributed photovoltaic market to a freezing point in an instant, causing a huge shock to the industry.

But Li Lei did not stop. Instead, he decided to "take a gamble." Uncertain whether the new distributed grid-connected capacity in the second half of the year will be entitled to subsidies, Li Lei boldly adopted the form of "denial" to sign sales contracts with new customers, that is, for every 1 kilowatt hour of electricity generated by the household power station installed by the new customer, Hubei Xin Jiejiu subsidizes customers 0.32 yuan out of his own pocket for 20 consecutive years. At the same time, we will adopt the method of recruiting more employees within the province and developing business outside the province to reserve strength and wait for a turnaround.

Li Lei recalled that although the "denial" method caused him to lose part of his profits, it gained more customers. This was the main reason why he was able to survive the "May 31 cold winter" safely.

For Li Lei, the "5·31 New Deal" is both a crisis and an opportunity. It is precisely because of the reputation of "denying" customers that the brand has a deeper influence in Hubei and Hubei Xinjie has gained a reputation. "Currently, the cooperative relationship between 'denial' customers and us is very stable, and the company's finances have abided by their commitments to issue subsidies on a quarterly basis. This is the most convincing living advertisement." Li Lei is very proud of this.

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