2017年04月30日 星期日 2017年4月
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走出去 走进去 走上去 正泰“全球化”走出铿锵节奏

2017-06-07 10:01:31

文\\泊芸、古金

    


自上世纪90年代在广交会获得首笔出口订单以来,正泰的“全球化”发展已有二十余载。2014年,正泰集团成立三十周年之际,南存辉董事长公开表示,未来十年,正泰将围绕“创世界名牌,圆工业强国梦”的目标,推进全球化、并购整合、智能制造三大发展战略,全球化战略位居其首。

近年来,正泰不断加快海外市场拓展,推进国际产能合作,通过在“一带一路”(即“新丝绸之路经济带”与“21世纪海上丝绸之路”)沿线国家及全球市场开展深度合作,通过“走出去、走进去、走上去”,持续输出绿色、先进产能,更好融入全球供给体系,与合作伙伴结成命运共同体。



“走出去”拓展空间


多年来,正泰与全球合作伙伴一道,积极实施品牌战略,着力打造“CHINT”和“NOARK”两大自主品牌,持续加大海外市场拓展力度,凭借全球化营销体系“走出去”,稳步提升市场占有率,不断提高在全球价值链的分工和地位。已设立北美、欧洲、亚太3大全球研发中心,5大国际营销区域,14家国际子公司,22个国际物流中心,产品与服务涵盖130多个国家和地区。

    

同时,不断创新商业模式,通过投资总包卖服务“走出去”。伴随着企业发展,正泰经历了从产品输出到服务输出,再到投资并购的不断升级,积极布局海外,提升全球竞争力。通过从单纯“卖产品”向EPC总包“交钥匙”工程、运营电站收电费等“卖服务”模式转型,正泰新能源已在全球建成并网运营200多座地面光伏电站,正泰输配电在巴基斯坦、坦桑尼亚、肯尼亚、赞比亚等20余个国家承建了上百座变电站和输电线路,通过工程总包项目,带动产业链产品配套出口。此外,正泰新华的控制系统采用国内EPC总包方、国外项目代理相结合的方式带动了产品出口。



“走进去”共赢发展


在“走出去”的同时,正泰强调还要“走进去”,与全球经销商伙伴的发展需求相结合,探索合适的商业和管理模式,建立“本土化”长效合作机制。


在西班牙,正泰与当地知名石墨烯公司合资研发、生产高性能石墨烯电池,掌握移动储能电池颠覆性技术和应用的主动权;在德国,正泰收购了当地最大光伏企业在法兰克福(奥登)的组件工厂,成为东德地区最大的光伏组件厂;在泰国,正泰年规划600MW产能的电池工厂已正式投产;在埃及,正泰低压开关柜合资工厂正式开业,这是正泰进驻非洲的首家区域工厂;在柬埔寨,正泰与国企联合投资5.05亿美元建成柬埔寨达岱河水电站BOT项目;在韩国,正泰已成为当地知名的太阳能产品分销商和电站开发商,累计参与建成电站超过100MW,其中江原道春川市鲫鱼岛9MW光伏项目成为当地标志……


在“走进去”的过程中,正泰尤其强调与全球合作伙伴深度的战略对接与价值分享,注重本土人才培养和价值观的融合,“本土化”正成为正泰深耕全球市场的关键词。

不仅如此,正泰还与国内外金融机构等加强合作,嫁接金融优势,加大资源整合力度,进一步提升了国际竞争力。目前,正泰已与国开行、进出口银行、工行及IFC、美国银行、泰国银行、南非标准银行等国内外金融机构建立了战略合作关系。2015年3月,正泰参与发起的“绿丝路基金”,将致力于丝绸之路经济带生态改善和光伏能源发展,应对气候变化,发展绿色经济。

   

2015年4月,由正泰等企业发起的浙江民营企业联合投资股份有限公司正式投入运营,关注并积极参与“一带一路”在内的重大能源项目的投资并购。不久前,正泰参与的中国—中东欧基金预计规模达100亿欧元,将以金融服务促进中东欧产能合作。


“走上去”提升价值


对正泰来说,“全球化”不仅仅是单向的“走出去、走进去”,而是一个“走出去、走进去”,再“走上去”的循环战略。通过海外并购或投资入股,正泰掌握了部分新兴产业的前沿技术,提升了智能制造水平,同时反哺到了自身的电力与新能源产业链。比如,通过投资入股西班牙知名石墨烯公司,掌握石墨烯储能产品研发的核心技术。作为战略性新兴产业,储能技术是突破新能源大规模开发利用瓶颈的关键技术,也是智能电网的重要组成部分,此举加速了正泰在分布式光伏发电、智能微网、石墨烯储能技术以及能源管理等环节的布局。


通过收购德国全自动化的光伏组件工厂,实现了与德国工业制造4.0的对接,获得了高度自动化生产线、先进的实验室测试设备和运作经验。通过借鉴德国先进的自动化装备和运作经验,为在中国技改和建设智慧工厂奠定了坚实基础。目前,正泰在杭州建成了代表业内最高制造水平的智慧工厂,初步具备了德国工业4.0所要求的大部分智能要素,被中国国家工信部列为“中德智能制造合作试点示范项目”,也是G20杭州峰会官方指定的参观点之一。而在此基础上,正泰泰国工厂借鉴了正泰德国工厂与杭州工厂等的先进制造经验,成为业内“智能制造”的先行者与探索者,带动相关上下游产业发展,持续为当地增加税收、创造就业。


“我期待,正泰在推进‘全球化’战略的过程中,与海外合作伙伴一道,走互惠互利之路,在业务模式创新、要素集聚、资源整合、价值分享等方面积极作为,打造新形势下合作共赢的新范式。”南存辉表示,正泰全球化发展的新一轮突破蓄势待发,未来将与全球合作伙伴一道,开展更大范围、更高层次、更深程度的“走出去、走进去、走上去”。





Going Global   Going in   Going up


CHINT "Globalization" Forms its Own Powerful Rhythm 



By Sammi and Tina



 “Globalization” of CHINT has developed for over 20 years since the first export order was obtained at China Import and Export Fair (Canton Fair) in the 1990s. In 2014, on the occasion of CHINT Group’s 30th anniversary,Chairman NAN Cunhui expressed publicly that CHINT would boost the 3 development strategies of globalization, M&A (merger and acquisition) and integration, and intelligent manufacturing, especially the globalization strategy, focus on  the goal of “ creating the world-famous brand, and realizing the  dream of powerful  industrial country” in the next decade. 


In recent years, CHINT has accelerated the overseas market expansion, promoted the international capacity cooperation, output the green and advanced capacity continuously, integrated into the global supply system better, and formed the fate community with  partners through the deep cooperation with countries and markets along the Belt and Road (namely, the “New Silk Road Economic Belt” and “21st Century Maritime Silk Road”) and by “going global, going in, going up”. 


“Going global” for market expansion 


Over the years, CHINT has joined hands with global business partners to actively implement the brand strategy, focus on building “CHINT” and “NOARK”,  two self-owned brands, make more efforts in overseas market expansion, “go global” with the global marketing system, increase the market share steadily, and improve the division of value chain and the status in the world continuously. CHINT has set up 3 global R&D centers in North America, Europe, and Asia-Pacific, 5 international marketing&sales areas, 14 international subsidiaries, 22 international logistics centers, and its products and services have covered more than 130 countries and regions. 


Meanwhile, it has innovated the business model continuously to “go global” by investing in EPC and selling services. Along with enterprise development, CHINT has been upgraded from product output to service output, investment and M&A, actively made the overseas layout, and enhanced the global competitiveness. Transforming from pure “selling products” to EPC “turnkey” project, operation of power station, collection of electricity charges, and other “selling service” model, CHINT New Energy has completed and operated over 200 grid-connected ground photovoltaic power stations in the world. CHINT Power Transmission and Distribution has contracted to build hundreds of substations and transmission lines in over 20 countries, such as Pakistan, Tanzania, Kenya and Zambia, and driven the exportation of industrial chain products through EPC projects. Besides, the control system of CHINT Xinhua adopts the way of combining the domestic EPC general contractor with the overseas project agent, which has driven the products exportation. 


“Going in” for win-win development 


While “going global”, CHINT also emphasizes “going in” to combine the development needs of global business partners, explore the proper business models and management modes, and establish the long-term cooperation mechanism for “localization”. 


In Spain, CHINT has developed and produced the high performance graphene battery in the form of joint venture with local well-known graphene company, and mastered the disruptive technology and application initiative of mobile energy storage battery; In Germany, CHINT has purchased the local component factory of the largest photovoltaic enterprise in Frankfurt (Oder), which becomes the largest photovoltaic component factory in East Germany;In Thailand, CHINT solar factory with a planned annual capacity of 600MW has been officially put into production; In Iran, CHINT has set up the assembly factory of power transmission and transformation equipment GIS;In Egypt, CHINT low voltage switchgear joint-venture factory has been officially opened, becoming CHINT’s first regional factory inAfrica; In Cambodia, CHINT has invested USD 505 million jointly with state-owned enterprises in completing Cambodian Tatay Hydroelectric Station BOT Project; In South Korea, CHINT has become the distributor of local well-known solar energy products and developer of power stations, participated in completing power stations with total capacity of over 100MW, of which, Jeju Island 9MW Photovoltaic Project in Chuncheon, Gangwondo has become the local landmark.


In the process of “going in”, CHINT particularly emphasizes the deep strategic connection and value sharing with global business partners, and lays stress on local talent training and value integration. “Localization” is becoming the key word for CHINT to further expand the global market. 


Not only that, CHINT also strengthens the cooperation with domestic and foreign financial organs, combines financial advantages, increases resources integration, and enhances the international competitiveness further. At present, CHINT has established strategic cooperation with China Development Bank, Export-Import Bank of China, ICBC, IFC, Bank of America, Bank of Thailand, and Standard Bank of South Africa both at home and abroad. In March 2015, the “Green Silk Road Fund” was initiated by CHINT and it will devote to the ecological improvement of Silk Road Economic Belt and development of photovoltaic energy, tackling climate changes and developing the green economy. In April 2015, Zhejiang United Investment Group initiated by CHINT and other leading enterprises was officially put into operation, and it focuses on and actively participates in investment and M&A of major energy projects, including the Belt and Road. Lately, the Sino-Central and Eastern Europe Fund participated by CHINT is expected to reach 10billion Euro in scale, and will promote the capacity cooperation of Central and Eastern Europe with financial services. 


“Going up” for value promotion 


For CHINT, “globalization” is not merely a one-way “going global or going in” but a cycle strategy of “going global, going in” and “going up”. 

Through overseas M&A or investment, CHINT has mastered the advanced technologies of some emerging industries, improved the intelligent manufacturing level, and promoted its own power and new energy industry chain simultaneously. 


For instance, by investing in the well-known graphene company in Spain, CHINT has mastered the core R&D technology of graphene energy storage products. As the strategic emerging industry, energy storage technology is the key technology to break the bottleneck of large-scale development and utilization of new energy, as well as the important component of smart grid. This has accelerated the layout of CHINT in distributed photovoltaic power generation, smart microgrid, graphene energy storage technology, and energy management. 


By acquisition of the full automatic photovoltaic component factory in Germany, CHINT has realized the connection with Germany Industry 4.0, obtained the highly automatic production line, advanced laboratory test equipment, and operation experience. By referring to the advanced automation equipment and operation experience of Germany, CHINT has laid a solid foundation for China’s technological transformation and building smart factories. In Hangzhou, the smart factory representing the highest manufacturing level in the industry has been completed by CHINT, and it has the most intelligent elements required by Germany Industry 4.0. It is listed as the “Sino-Germany Intelligent Manufacturing Cooperation Pilot Demonstration Project” by the Ministry of Industry and Information Technology of the People’s Republic of China. It is also one of the official visiting spots designated by G20 Hangzhou Summit. Based on this, CHINT Thailand Factory has learned the advanced manufacturing experience of CHINT factories in Germany and Hangzhou, become the pioneer and explorer of the “intelligent manufacturing” in the industry, driven the development of relevant upstream and downstream industries, increased local tax revenues, and created more jobs. 


“I expect CHINT to take a road to mutual benefits with overseas partners during promotion of ‘globalization’ strategy, take active actions in innovation of business models, element agglomeration, resources integration, and value sharing, and create the new pattern of win-win cooperation under the new situation.” Nan Cunhui said, CHINT is ready for a new round of breakthroughs in globalization development , and it will join hands with global business partners to carry out the larger, higher, and deeper “going global, going in, and going up”.


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