Moroccan importers of solar panels are sounding the alarm: faced with what they consider unfair competition, they denounce the practices of Chinese manufacturers who flood the local market with panels at unbeatable prices. With a turnover exceeding 10 billion dirhams, this market is attracting increasing attention from major industrial players, such as Risen Energy and Sunrise Energy, who see Morocco as a strategic hub for the region, according to the newspaper *Les Inspirations Eco*.
These Chinese industrialists, who previously favored indirect distribution channels, are now opting for direct sales networks, thus avoiding intermediaries. This strategy not only reduces costs but also allows them to capture an increasing share of the rapidly expanding Moroccan market. By setting up their warehouses in industrial zones in Casablanca such as Derb Omar or Ain Sebaâ, they manage to drastically lower prices, making it difficult for local distributors to compete. For example, a 555 Wh panel sold by a Moroccan distributor for 800 dirhams is offered at 700 dirhams by Chinese manufacturers.
While lower prices benefit consumers, they put local importers under pressure, forcing them to sell at a loss to maintain their market share. Furthermore, by circumventing tariff barriers and benefiting from subsidies from their government, these Chinese firms can avoid many of the social and tax burdens that local players face.
This situation worries Moroccan importers, especially since there is no association to defend their interests against this form of dumping. Although Moroccan companies have advantages such as a solid distribution network, nearby after-sales service, and installers covering major cities, competition remains fierce.