歐美微逆產品不僅早已比拼起“產品力”，今年更是在大步邁向消費電子陣營。

談及海外市場，微逆企業天技新能源的銷售經理李先生多次強調要順政策而為，因為這是在市場逐漸回歸平穩增長之際的出貨突破口。

李先生著重表示，微逆正在快速附上C端消費電子屬性，在不遠的將來，歐美客戶將跳過安裝商在電商平臺直接購買。

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因歐洲市場需求量又大，相較于美國的準入門檻低很多，近兩年更是有大量企業蜂擁而至，但輕松躺賺的時代一去不復返。在洗牌壓力更大的價格戰下，用戶對于微逆產品的經濟性、穩定性、高適配性都提出更高要求，產品逐漸向小體積和高能效發展。

天技新能源的戰略是以微逆作為切入新能源這個年輕產業的跳板。公司在Intersolar Europe 2024滿載而歸，已簽約德國知名經銷商，從三季度開始出貨量會有明顯增長。

微逆C端消費屬性增強，兼容性提升

陽臺光伏這一新應用場景在今年爆紅無疑是具有顛覆性的。也正是從今年開始，微逆的安裝方式、銷售模式都加速向“家用電器”轉變，產品屬性向消費電子靠攏。

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正如陽光電源在6月推出其首款微逆產品，也是在以陽臺光伏這波流量力求快速打開C端市場。從公司在海外市場的品牌影響力來看，若直接在網購途徑中推廣微逆產品，不愁快速收獲訂單。

早在成立之初，天技新能源就致力于在產品性能上方面追趕Enphase。公司不僅推出具備并網和離網功能的微逆，并也是目前行業中少有的能同時提供優化器、通過銷售控制器來拓寬出貨渠道的新興微逆企業。

在萬物互聯的時代，用戶對產品的要求一定是智能化操作。要想在微逆行業中脫穎而出，一定離不開在軟件設計方面實現更超前的兼容性和智能化。

今年除德國之外，很多歐洲國家對微逆領域的補貼有所退行，在出貨量上苦苦掙扎的企業還能在哪兒看見曙光？

扎根于政策，研發思維需更前瞻

如今微逆行業的更新速度越來越快，難以及時預測行業需求走向的企業只會被迫離開牌桌。盲目卷產品力并不可取，及時關注各國政策的異動才能有望在短時間內獲得更多訂單。

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例如，美國《國家電氣規范》在2017年新增規定，在緊急情況中，光伏系統必須能夠在30秒內將電壓降至80伏以下，SolarEdge就在這一年憑借其“組件級控制”的技術先機迅速擴大美國市場份額。

天技新能源正是提前預測微逆逐漸具備消費電子屬性、達到更高的兼容性才更具競爭力，于是在產品設計階段就考慮到兼容不同行業、不同品牌產品的通訊協議，以快速配對其他品牌的產品。

李先生同時強調，價格戰必然導致產品品質下降，整個微逆行業從今年開始的接下來兩年都很關鍵，中國頭部微逆企業具備財力和研發實力，應加大研發投入力度，再次在產品方面縮小和Enphase的技術差距。

關于中國微逆市場，李先生也抱有較大期望，他認為未來的增長點在于國家出臺政策鼓勵開發商在居民樓陽臺安裝太陽能光伏板。而在這之前，中國企業可以先主動抱團，引導獨棟房屋居民對于陽臺光伏產生消費心理。

The C-end Consumer Attributes of Microinverters Is Increasing, Go Deeper Into the Policy to Secure Massive Orders

Microinverter products in Europe and the United States have long been competing in "productivity competition", they are making significant strides into the consumer electronics sector this year.

When it comes to the overseas market, Mr. Li, the sales manager of TENTEK, a microinverter company, has repeatedly emphasized the importance of going with the policy, as this is the breakthrough for shipments when the market gradually returns to a stable growth.

Mr. Li particularly stated that microinverters are rapidly attaching consumer electronic attributes to the C-end. In the near future, European and American customers will skip installers and directly purchase on e-commerce platforms.

Due to the large demand in the European market and the much lower entry threshold compared to the United States, many companies have flocked in the past two years. However, the era of easy profits is gone. Under the pressure of more intense price wars, users have higher demands for the economy, stability, and high adaptability of microinverter products, and the products are gradually developing towards smaller sizes and higher energy efficiency.

TENTEK's strategy is to use microinverters as a stepping stone to enter the new energy industry. The company returned from Intersolar Europe 2024 with a full load, havin signed a contract with a well-known German distributor, and shipments will increase significantly from the third quarter.

The Enhanced Consumer Attributes of Microinverters and Improved Compatibility

The new application scenario of balcony photovoltaics, which has become popular this year, is undoubtedly disruptive. It is also from this year that the installation methods and sales models of microinverters have accelerated towards the transformation of "household appliances," and the product attributes have leaned towards consumer electronics.

Just as Sungrow launched its first microinverter product in June, it is also trying to quickly open up the C-end market with the flow of balcony photovoltaics. Looking at the brand influence of the company in the overseas market, if it directly promotes microinverter products in online shopping channels, it will not worry about quickly receiving orders.

Since its establishment, TENTEK has been committed to catching up with Enphase in terms of product performance. The company not only launched microinverters with both grid-connected and off-grid functions but is also one of the few emerging microinverter companies in the industry that can provide optimizers and expand shipping channels by selling controllers.

In the era of the Internet of Everything, the user's requirements for products must be intelligent operation. To stand out in the microinverter industry, it is essential to achieve more advanced compatibility and intelligence in software design.

This year, in addition to Germany, many European countries have reduced subsidies in the field of microinverters, and companies struggling with shipments can still see dawn wher?

Rooted in Policy, R&D Needs to Be More Forward-Looking

Nowadays, the update speed of the microinverter industry is getting faster and faster. Companies that cannot predict the industry's demand trends in time will only be forced to leave the table. Blindly rolling out product power is not advisable, and paying attention to the changes in policies of various countries is expected to increase shipments in a short time.

For example, the United States' "National Electrical Code" added a provision in 2017 that in emergency situations, the photovoltaic system must be able to reduce the voltage to below 80 volts within 30 seconds. SolarEdge took advantage of its "module-level control" technology to quickly expand its market share in the United States that year.

TENTEK is precisely predicting that microinverters will gradually have consumer electronic attributes and be more compatible, which will be more competitive. It has considered the communication protocols compatible with different industries and brands of products in the product design phase, which can quickly pair with other brands' products.

Mr. Li also emphasized that price wars will inevitably lead to a decline in product quality. The next two years will be crucial for the entire microinverter industry since this year. Chinese leading microinverter companies have financial and R&D capabilities and should increase R&D investment to narrow the technical gap with Enphase in product aspects.

Regarding the Chinese microinverter market, Mr. Li also has high expectations. He believes that the future growth point lies in the national policy encouraging developers to install solar photovoltaic panels on the balconies of residential buildings. Before that, Chinese companies can take the initiative to form alliances and guide residents of single-family houses to develop a consumer psychology for balcony photovoltaics.