There are more and more signs that Musk is determined to revive Tesla’s household photovoltaics, and more and more people are optimistic about Tesla’s household photovoltaics. Soaring share prices of Chinese photovoltaic companies.
Musk did very little when he was doing nothing, almost to household photovoltaics.
From PayPal on the payment platform to Space-X on the space rocket, from Tesla on electric vehicles to Powerwall and Powerpack on energy storage batteries, Musk has done what he has done with few defeats. He is a genius master, product master, and marketing Grandmaster.
The electric car had no energy production for a hundred years, and Musk made it mass-produced. Not only mass production, but all models are in short supply. The Cyberruck pickup truck equipped with photovoltaic panels will not be available until 2021, but the current order has exceeded 600,000.
In 2016, Tesla launched an expensive Powwerwall energy storage battery for household photovoltaics. The instant order reached 38,000 units, which even surprised Musk. In the past few years, while the prices of other energy storage batteries have fallen, the price of Powerwall has risen from $ 5,900 to $ 6,700.
Laohong never doubts the success probability of Musk, even in 2016-2018, the capital is seriously not optimistic about the critical moment of Musk Force’s main acquisition of Solarcity and Tesla’s possible capital outflow at any time, but this time for Tesla households The probability of photovoltaic success in the short term is full of doubts.
Household photovoltaic + energy storage + charging pile + electric vehicle is not only a perfect closed loop for clean energy utilization, but also a huge opportunity market coming soon. In this opportunity market, Musk recognized the earliest and paid the most. As early as 2006, he planned not only Tesla’s business model but also Tesla’s primary goal in the “Secret Car Plan”: “Accelerating the transition from a hydrocarbon economy to a solar energy and electricity economy.” Musk has made unimaginable efforts on this road: build Tesla to make electric vehicles from dreams to reality; constantly improve Tesla’s competitiveness, let electric vehicles arrive before charging piles first; create special-purpose Powerwall, let a large number of professional Battery companies are unprecedented; they are arguing for the acquisition of Solarcity. While others are still making products, Tesla is already perfecting the ecology. The only regret is that Solarcity in the past few years seems like an unaffordable Adou.
Solarcity used to be an excellent American household photovoltaic market enterprise, and has ranked first in the US household photovoltaic market for three consecutive years from 2013 to 2015. It began to decline in 2016, and was not able to recover from the decline after being acquired by Tesla. Its market share fell from 33.5% in the peak period of 2015 to 9.1% in 2019, ranking third in the US household photovoltaic market for three consecutive years.
It was the success of Tesla Motors’ Chinese plant and the soaring stock price that allowed Musk to finally breathe and yell to revive Tesla’s household photovoltaics, and also let many people start or refocus on Tesla’s household photovoltaics. .
However, most of Tesla’s household photovoltaics are non-PV professional media. Not optimistic, the Metropolis said that Solar roof is too expensive.
However, in Laohong’s view, the reason why Tesla’s household photovoltaic has not played for a short time is not simply because of the price. Shandong and Hebei, which have the best household photovoltaic development in China, are not the richest places in China, and Musk has never lacked the talent to sell things that people need, although they are expensive.
The reason why Laohong believes that Tesla’s household photovoltaic is not in the short term is that at present, there has not been a business model that can be supported by large-scale capital.
In the residential photovoltaic market, Solarcity has experienced such business model changes:
In cooperation with financial institutions in 2012, it pioneered the leasing model and quickly became the most successful household photovoltaic development enterprise in the United States, and also became a case study of Chinese household photovoltaic enterprises competing for learning. However, this model eventually failed because it took up too much funds at once, and the long-term recovery was too slow to form a benign financial result.
After being acquired by Tesla in 2016, a variety of business models were discussed. First, the lease direct sales model was changed to a famous home furnishing chain consignment model, and then it was changed to a direct sales model in a Tesla car direct store. The results mediocre.
In 2019, on the basis of continuously improving the competitiveness of Solarroof products, Tesla’s household photovoltaics once again launched the leasing model. Although innovations have been carried out, it is difficult to change the nature of the leasing model. “, Its third position in the US household photovoltaic market share is at stake.
So, not long ago, when Musk announced that he would revive Tesla’s household photovoltaics and went to Europe and China, Laohong saw more like the unsuccessful business model in the United States, thinking of other places Try your luck.
The problem encountered by Musk is not only a problem encountered by Tesla, but a problem encountered by all household photovoltaic market enterprises-the household photovoltaic market currently does not have a successful business model that scale capital is willing to chase.
The household photovoltaic market is a huge market. Since the household photovoltaic market, different media have calculated different huge market figures from different angles, but it is not enough to have good products in the household photovoltaic market. It also requires scale capital. The continuous support of large-scale capital needs to meet the needs of different regions, and can quickly and successfully replicate business models.
In the photovoltaic industry, in just a few years, whether it is the processing market or the large-scale power station construction market, there are many examples of successful companies chased by capital. Only the household photovoltaic market is always a wonderful thing.