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太陽(yáng)能:非洲經(jīng)濟(jì)的秘密武器

太陽(yáng)能:非洲經(jīng)濟(jì)的秘密武器

Keith Proctor 2013-06-28
2004年,非洲的可再生能源行業(yè)規(guī)模還只有7.50億美元。2011年,這個(gè)數(shù)字已經(jīng)達(dá)到36億美元。聯(lián)合國(guó)預(yù)計(jì),到2020年,非洲的可再生能源行業(yè)規(guī)模將達(dá)到570億美元。非洲已成為可再生能源的天堂?,F(xiàn)在,一批科技領(lǐng)先的小公司迫切希望能從南半球?qū)δ茉吹目是笾型诰蛏虣C(jī)。

困難……

????短期內(nèi),太陽(yáng)能發(fā)展的雄心仍然將面臨諸多挑戰(zhàn)。平價(jià)太陽(yáng)尚能處于初期。普及率仍然相當(dāng)?shù)?。?jù)泰斯稱,在d.Light運(yùn)營(yíng)的大多數(shù)國(guó)家,太陽(yáng)能使用量都沒有超過5%。超過10%根本無(wú)從談起。

????這是典型的商業(yè)挑戰(zhàn):如何說服客戶嘗試新事物?對(duì)于非洲的太陽(yáng)能公司,更加糟糕的是,隨時(shí)可能連夜卷起包袱走人的競(jìng)爭(zhēng)對(duì)手們向市場(chǎng)注入了大量廉價(jià)的仿制產(chǎn)品?!拔覀兛吹礁嗟闹袊?guó)仿制產(chǎn)品在市場(chǎng)中出現(xiàn),”林麥克說?!坝匈u假電池的,還有假的太陽(yáng)能電池板。這種垃圾破壞了這個(gè)市場(chǎng)?!?/p>

????即便客戶愿意購(gòu)買太陽(yáng)能產(chǎn)品,這些公司也依然面臨一項(xiàng)銷售挑戰(zhàn):購(gòu)買者或許手頭沒有足夠的現(xiàn)金。舉個(gè)例子,F(xiàn)enix的ReadySet售價(jià)約150美元。這個(gè)價(jià)格對(duì)于普通烏干達(dá)人可是一大筆錢。世界銀行(World Bank)的數(shù)據(jù)顯示,烏干達(dá)2011年人均國(guó)民總收入(GNI)經(jīng)購(gòu)買力平價(jià)調(diào)整后為1,320美元。農(nóng)村的收入水平甚至更低。根據(jù)烏干達(dá)統(tǒng)計(jì)局2009-2010年度的數(shù)據(jù),北方農(nóng)村地區(qū)的年收入不足全國(guó)平均水平的一半。

????太陽(yáng)能公司的應(yīng)對(duì)之策是制訂“即付即用”計(jì)劃或內(nèi)部融資。Fenix最近開始向購(gòu)買ReadySet的客戶提供微型貸款。據(jù)林麥克稱,他的公司迄今已發(fā)放了50,000萬(wàn)美元的信用貸款。

????對(duì)于在撒哈拉以南非洲地區(qū)經(jīng)營(yíng)的太陽(yáng)能公司,最煩人的問題是分銷。很多農(nóng)村地區(qū)的客戶很難接觸,可能也不怎么了解太陽(yáng)能發(fā)電。在這些地區(qū),太陽(yáng)能公司盡可能與成熟的零售商合作。但這也有其限制。比如,非洲最大的電信提供商MTN在其零售網(wǎng)點(diǎn)銷售ReadySet,但這些零售店大部分都集中在城市地區(qū)。

????“只有很小比例的潛在客戶正在使用太陽(yáng)能,”漢德勒說。

????她說,至少現(xiàn)在,像煤油等常見的能源解決方案仍然占據(jù)著主導(dǎo)地位。

????“我們必須創(chuàng)建一個(gè)全新的市場(chǎng),”泰斯承認(rèn)這是一個(gè)巨大的挑戰(zhàn)?!拔覀冋趶牧汩_始建設(shè)全新的分銷渠道?!?/p>

A few kinks …

????Yet in the near term, a number of challenges will check this ambition. Affordable solar is in a nascent stage. Adoption is still quite low. According to Tice, in most of the countries in which d.Light operates, solar use doesn't top 5%. Nowhere is it greater than 10%.

????This is a typical business challenge: How do you convince customers to try something new? For solar companies in Africa, this is aggravated when fly-by-night competitors dump cheap knockoffs into the market. "We're seeing more Chinese generics show up," Lin said. "You have fake batteries being sold. And fake solar panels. That kind of garbage undermines the market."

????Even when customers are willing to buy solar products, these companies face a sales challenge: purchasers may not have enough cash on hand. For example, Fenix's ReadySet costs about $150. For an average Ugandan, that's a serious investment. According to the World Bank, Uganda's 2011 Gross National Income (GNI) per capita, adjusted for purchasing power parity, was $1,320. In villages, income levels are even lower. In the rural north, according to 2009-2010 data from the Uganda Bureau of Statistics, annual income is less than half the national average.

????Companies have responded by developing "pay-as-you-go" plans or in-house financing. Fenix recently started to offer microloans to customers purchasing the ReadySet. According to Lin, the company has to date extended $50,000 in credit.

????For solar companies in Sub-Saharan Africa, among the most vexing problems is distribution. In many rural areas, customers are hard-to-reach and may have had little exposure to solar power. Where solar companies can, they team up with established retailers. But this has its limits. For example, while MTN, Africa's largest telecommunications provider, sells the ReadySet through its retail outlets, those outlets are for the most part concentrated in urban areas.

????"Only a very small percentage of potential customers are using solar," said Handler.

????At least for now, she said, familiar energy solutions, like kerosene, remain king.

????"We're having to create a whole new market," said Tice, acknowledging the challenge. "We're creating from scratch entirely new distribution channels."

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