Shanghai, China – June 2025 — At the 2025 SNEC PV Power Expo in Shanghai, Hoenergy unveiled its next-generation commercial and industrial (C&I) energy storage products and outlined its global expansion strategy, emphasizing a flexible, localized approach tailored to diverse regional market needs.
Minghui (Hill) Deng, General Manager of Overseas Business at Hoenergy, introduced the company’s latest offerings and discussed the unique challenges and opportunities of operating in a fragmented global storage landscape.
New Product Launches: D-Series and EMS Platform
Hoenergy showcased its new D-series DC-side energy storage systems, including two models—D261 and D418—designed specifically for overseas markets. The company also revealed an AC-side solution and a revamped energy management system (EMS) platform optimized for international applications. The official product launch and signing ceremony with partners is scheduled during the exhibition.
“What sets us apart isn’t just component assembly—we integrate our self-developed EMS deeply into the system for full-stack, precise control,” said Deng. “This becomes especially important as the industry shifts from 280Ah to 314Ah battery cells.”
Global Trends and Local Market Realities
As larger-format battery cells (up to 500Ah) gain attention, Deng highlighted regional differences in adoption. “While higher-capacity cells may reduce cost per watt-hour, many of our clients in Europe and Australia continue to prioritize system stability and reliability,” he noted. “280Ah remains the trusted format in many mature markets due to its proven performance.”
Localized Strategy: One Size Doesn’t Fit All
Hoenergy’s global strategy is built around tailoring solutions to local regulatory and technical requirements:
- In Europe, storage is increasingly an asset class that participates in spot markets and grid services. “Our EMS stack is ready, but we’re also mindful of EU cybersecurity rules,” said Deng. “We work with local partners to ensure compliant integration.”
- In Southeast Asia, where storage is primarily for backup or diesel generator replacement, Hoenergy focuses on rapid deployment and local PCS control. The company has completed projects in Singapore and is expanding further in the region.
Partnership Philosophy
Hoenergy works with both distributors and direct clients, prioritizing partners with a strong foundation in energy systems and long-term commitment to storage. “This is not a short-term game,” Deng emphasized. “We’re looking to grow with our partners, especially in markets that are still maturing.”
Target Markets and Deployment Strategy
The company is prioritizing Europe, Australia, Japan, South Korea, and Southeast Asia for its C&I storage solutions. The Middle East is being explored for select utility-scale opportunities, but Hoenergy currently focuses on small- to mid-sized projects that allow for customization and agility, often through competitive bidding mechanisms rather than centralized procurement programs.
Comparing Regional C&I Dynamics
Deng described regional market variations:
- Europe: Highly segmented. Northern Europe demands sophisticated EMS integration; Eastern Europe remains early-stage.
- Australia: Mature and stable across utility and C&I segments.
- Southeast Asia: Dominated by off-grid and island solutions with strong localization requirements.
Competitive Edge
Hoenergy defines its market advantage through:
- Advanced Digitalization: Intelligent monitoring, control algorithms, and full-lifecycle data integration.
- Flexible Execution: Speed and adaptability in delivering customized projects.
- Hybrid Model: Standardized core products with bespoke system design.
The company is establishing a European commercial center in the Czech Republic to enhance local responsiveness and support.
Cautious on U.S. Entry
While many peers are eyeing the U.S. energy storage market, Deng remains cautious. “Energy is deeply politicized in the U.S., with national security framing and shifting policy landscapes. Trade friction adds risk. We’re watching closely, but any entry depends on the evolution of U.S.-China relations.”
As Hoenergy scales its global C&I footprint, the company continues to position itself as a technology-integrated, partner-driven leader in distributed energy storage—with agility and customization at its core.
