Abstract

LONGi Green Energy Technology Co., Ltd., a leading player in the global solar market, earned a spot on Forbes China's 2022 TOP 50 Sustainable Development Industrial Enterprises list on February 7, 2023. Founded in 2000, LONGi’s focus was on customer-driven growth and comprehensive energy transformation. The company's mission to foster a greener world through solar energy led to its establishing five key business areas: monocrystalline silicon wafer cells and modules, commercial and industrial solar solutions, green energy solutions, and hydrogen equipment. In 2021, LONGi launched a photovoltaic-focused decarburization program and began producing alkaline water electrolyzers for hydrogen. The company also initiated "PV + Transportation" projects to enhance metropolitan grids and advance green energy adoption. Despite its success, LONGi faced significant challenges due to rapid sector evolution, heightened competition, and the need to integrate new technologies. By late 2023, the company undertook reorganization, including layoffs, to address an oversupply of solar products and the impact of long-term Chinese subsidies. The case provides insights into balancing short-term performance with long-term technological advancements, making it valuable for discussions on strategic planning and competitive positioning, to explore challenges in manufacturing and supply chain management, innovation and technology management, and sustainability and Corporate Social Responsibility (CSR).

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Summarize LONGi's strategic initiatives and challenges in achieving sustainable development goals.
• Explain the key factors influencing the competitive landscape in the solar industry
• Analyze the strategic decisions made by LONGi in response to market challenges and technological advancements.

Keywords

LONGi Green Energy; Sustainability; China Photovoltaic Industry; Business Operations; Solar Technology Market; Clean Energy; Solar PV products; Overseas production; Business Expansion; Corporate Level Growth Strategy