In recent years, China's new energy industry, represented by photovoltaic and wind power, has achieved rapid development, with the installed capacity ranking first in the world. According to the data released by the National Energy Administration, by the end of 2019, the cumulative installed capacity of wind power and photovoltaic had both exceeded 200 million kilowatts. Among them, the cumulative installed capacity of wind power is 210 million kilowatts, with a year-on-year growth of 14.0%; The cumulative installed capacity of photovoltaic power generation is 204 million kilowatts, up 17.3% year on year. In September last year, China first proposed the goal of "carbon peaking and carbon neutralization", and the development of new energy industry has entered an era of overall acceleration.

Against this background, how will the excellence of all cities in the wind power field plan a layout, and take advantage of the "double carbon" goal of Dongfeng to achieve faster development?

Reposition the strategic route and focus on the new energy industry

"Since the strategic objectives of 'carbon peaking' and 'carbon neutralization' were put forward, we expect that new energy will be a sunrise industry in the next 40 years." Therefore, in 2020, Zhongcheng Excellence will readjust the company's development path and focus on the new energy product line. " According to Yan Xuexue, the general manager of Zhongcheng Excellence, at present, the revenue of Zhongcheng Excellence's new energy product line has reached more than 80%.

Among them, wind power oriented products are the main sales force. At present, Zhongcheng Zhuoyue has formed a complete set of mature and reliable wind power special solutions integrating pitch servo drive, pitch motor, yaw system and pitch energy storage.

"Wind power generation belongs to a very complex heavy industry with a long industrial chain. From towers, blades, generators, gearboxes, bearings, to large PLC, pitch servo drives, high-power converters, SVG, plus transformers, converters, the entire product line covers multiple angles and levels of heavy industry." Yan Xuexue continued to explain. From the value point of view, the proportion of industrial control products is not high, only about 10%, but the servo drive determines the reliability and stability of the wind turbine. It can be said that the control and drive products are the heart of the wind turbine, which is a very core part.

Offshore wind power is a new highlight of carbon neutral industry; After the great success of onshore wind power, Shenzhen Zhongcheng Excellence aims at the technical problem of pitch control of offshore wind power; In view of the wide temperature range, grid adaptation, high salt fog, high humidity and difficult operation and maintenance problems encountered by the wind power industry, Zhongcheng has developed high-performance customized servo drivers. Both the PD-C620 specially designed for the pitch system and the PD-C650, which is more flexible and open, have the characteristics of high reliability and high protection level, meet the anti-corrosion requirements of offshore C4H/C5H, integrate the charger, 24V power supply, holding brake, temperature acquisition and other modules, as well as redundant propeller retraction, remote debugging and upgrading, making the pitch system easier to design and more reliable.

From industry specific to industry specific, and then to wind power industry specific, the excellent product development direction of Zhongcheng experienced a spiral process.

In 2014, the main outstanding products of Zhongcheng were lithium batteries, super capacitors and other energy storage products for the wind power field. In the following year or two, they successively launched split pitch servo drives and integrated pitch servo drives, and achieved mass supply. On the basis of stabilizing the wind power market, in 2017, Zhongcheng Excellence began to expand into the field of industrial automation, and successively launched universal frequency converters, visual inspection systems, high-performance servo drives and other products, with multiple product lines working at the same time. However, in 2020, the outstanding development focus of all cities will be shifted to the new energy industry represented by wind power.

This is the choice of Zhongcheng Excellence after careful consideration. On the one hand, with the development of the general automation market today, after full market competition, it is increasingly difficult for new entrants to seize a share in the stock market. On the contrary, local enterprises focusing on segmentation are expected to emerge; On the other hand, return to the new energy main track that has been cultivated for a long time, which is also the advantage of Zhongcheng Excellence.

He said that the new energy industry includes wind power, photovoltaic power generation, nuclear power, hydrogen energy, energy storage and other industries. The company's future product route is to focus on the whole new energy market. Therefore, in addition to wind power, the company has been pre researching products related to photovoltaic and energy storage, and is expected to launch products to cover these two markets next year.

Use domestic high-quality products to realize import substitution

Yan Xueke believes that the industry differentiation in China is gradually intensifying, some traditional industries are slowly regressing, and the development potential is weakening, while new energy, military industry, rail transit, lithium battery and other sunrise industries have ushered in broad development space. In the post epidemic era, China's automation market has ushered in a huge opportunity to take off. Zhongcheng Excellence, which has chosen the new energy track, what kind of products should be launched to seize this opportunity?

"In terms of the global environment, the automation market in other countries and regions except China is abnormal, and the supply, logistics and market demand are unstable. Only China's automation market is unique." Yan Xueke analyzed that from the demand side, domestic equipment manufacturers have changed from pursuing low-end products with large quantities and low prices to high-end products with reliable performance. With the continuous progress of industrial control technology in China, the gap between domestic manufacturers and international first-line brands is getting smaller and smaller. In addition, with the advantages in quality, logistics, service and other aspects, the demand for replacing imports with domestic products is also emerging.

This trend overlaps with the goal of "import substitution of high-end products" set by Zhongcheng Excellence at the beginning of its establishment. To this end, Zhongcheng Excellence has launched the strategy of "affordable high-quality goods", and all products are benchmarking against high-power, high reliability European high-end products.

What is an affordable boutique? Yan Xueke explained: "If we want to seize the high-end market, our products must become boutiques. Compared with the first-line imported brands, each performance of our products must be better or at the same level before they can be recognized by customers. Since most customers are implementing the parity strategy, our product prices are 15% lower than those of imported products on the basis of boutiques."

He mentioned that large domestic enterprises have always attached great importance to the stability of the supply chain of core components, core drivers and other links, so they often regard imported products as the preferred equipment in the past few years. But today is different from the past. With the technical progress of domestic manufacturers, this situation has been greatly improved, and the voice of domestic substitution has become increasingly strong. Yan Xueke revealed that as early as last year, a wind power enterprise in Shandong said that they had taken domestic high-quality products as the first choice. If Zhongcheng Excellence could make it, it would not import from abroad.

"Therefore, we should replace high-end imports with affordable high-quality goods in Chaoyang industry." Yan Xueke concluded.

"Three generation" concept layout products, steady development

In 2020, the outstanding performance of Zhongcheng's wind power product line was outstanding, with the annual revenue increasing by 170% year on year. The target for 2021 is to achieve 200% growth on the basis of last year. Yan Xuexue saw it clearly: "Our revenue in the past few years was small and the base number was small, so it was relatively easy to double in the past two years."

At present, Zhongcheng Excellence has more than 200 employees, of which R&D personnel account for about 40%. It has a R&D team composed of doctors and masters, as well as the top engineering and technical personnel in the industry. In order to continuously improve the company's technical level and product competitiveness, Zhongcheng Excellence has established close cooperation with many famous universities in China.

Supported by strong technical strength, Zhongcheng Excellence maintains an orderly product development rhythm. "All along, Zhongcheng Excellence has been laying out its products along the concept of" three generations ". What is" three generations "? It means that the main sales force is the first generation, and the product is responsible for providing cash flow; the development goal is clear, and the product will be launched to the market immediately after the development is completed; the pre research of the first generation ensures that the product will continue to roll and update." Yan Xueke explains.

According to Yan Kexue's development route of "starting from the core drive of wind power generation, continuously covering the fields related to power electronics technology in the new energy industry, and finally realizing the whole network solution in the new energy industry", the research and development team has taken on considerable pressure. "They like to go steadily, but from the market point of view, customers hope that you can launch products as quickly as possible, and the cheaper the price is, the better."

However, he also said: "Not all product R&D starts from scratch, starting with a single screw. We will integrate excellent teams and R&D resources in the market and work in the same direction. Only by standing on the shoulders of giants can we see farther and go faster.

The rise in raw material prices and the shortage of chips since the beginning of the year have deeply affected many industrial control enterprises. Thanks to the increased procurement and inventory, Zhongcheng Excellence has been less affected, and the pace of development is still moving forward steadily. "This year, customer demand is very strong. Many customers have sent people to our factory many times to confirm whether the capacity can support their development in the second half of the year or the whole year."

Inevitably, the procurement cost of Zhongcheng Excellence has increased a lot, and the cost of a single unit has even increased by nearly 1000 yuan, but the price to customers has not increased. Yan Xuexue said: "We have signed an annual framework agreement with our customers, and it is not impossible to increase the price, but it is wrong to pass on the difficulties to our customers when we can survive. In the short term, customers may accept the price increase, and we will also have some gains, but in the long term, the loss is the reputation of the enterprise. Therefore, if we can operate normally, we hope to bear the costs in the short term. If we do have difficulties in the future, we will follow Customer communication. " At present, Yan Xuexue thinks that the risk is still controllable.

Yan Xuexue finally revealed that one of the main strategies of Zhongcheng Excellence this year is to move towards the capital market.