B2B solar go-to-market under competitive pressure in France
Defending market position: boosting sales in the French solar market
DEFEND
Client
Huawei Digital Power
- Market leader in photovoltaic inverters
- Premium brand facing aggressive price competition
- Distribution network to reactivate
Challenge
Market under price pressure
- Technical solutions becoming commoditised
- Purchasing decisions shifting towards price
- Perceived value to rebuild across the network
Approach
Structured go-to-market
- Market positioning clarified
- Sales enablement tools for the network
- Product launch campaigns and promotional offers
Solar go-to-market: boosting sales in a competitive market
Building a solar go-to-market strategy in the French market means navigating a specific tension: Huawei was already a recognised market leader in photovoltaic inverters, known for technological innovation, but perceived as a premium brand priced above competing alternatives. The challenge was therefore not to demonstrate quality, which was well established, but to strengthen perceived value and equip distributors with concrete arguments to defend the range against more aggressively priced competitors in France.
Price pressure vs perceived value
Recognised value, protected market
Defend value against alternatives
Commodity zone
Risk zone
The challenge was not technical. It was commercial and perceptual — on a market where price pressure was intensifying fast.
Mission objectives
Drive adoption of new solutions
Accelerate uptake across the distribution network in residential and C&I segments by building understanding of benefits and use cases.
Grow sales
Boost sales on mature product lines in competitive markets without entering a price-degradation dynamic.
Strengthen distributor loyalty
Give distributors the arguments to prioritise the Huawei range over more aggressively priced alternatives.
Three complementary levers, activated simultaneously and coherently.
How it was implemented
Strategic framework
Channel policy: setting the rules before activating
In an increasingly competitive market, maintaining the value of a premium brand across the channel cannot be improvised. That framework is the channel policy: it set the rules of engagement between Huawei and its partners, aligned distributors and installers around shared objectives, and protected margins so that value remained defensible in the field.
A progressive and coordinated approach, across marketing, sales teams and distributor partners. A structured programme, activated in the field, with measurable results delivered quickly.
Results and impact
Leads generated
In under three months
Sales uplift
Across activated product lines
Strong traction
On the C&I battery range
Distributor loyalty
Durably strengthened
Immediate results that laid the foundations for a lasting commercial momentum.
Case Study · Full version
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- Go-to-market structured on 3-month cycles
- +45% leads in under three months
- Distributor loyalty durably reinforced
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