ESIE2026 Review: Doing Successful Energy Storage Business in Europe
On April 1, during the 14th Energy Storage International Conference and Expo (ESIE 2026), EUPD Group, together with the International Battery and Energy Storage Alliance (IBESA) and the China Energy Storage Alliance (CNESA), hosted the special session "Doing Successful Energy Storage Business in Europe" at the Capital International Exhibition & Convention Center in Beijing. Representatives of the German Chamber of Commerce in China (AHK Greater China) and senior executives of EUPD Group attended and delivered keynote presentations, and representatives of leading Chinese renewable energy equipment companies, including HyperStrong, GoodWe and Sungrow, joined the panel discussion. EUPD Research data released at the event shows that new energy storage installations in Europe reached approximately 31 GWh in 2025, up more than 40% year on year, and are expected to reach about 51 GWh in 2026. As the European market shifts from price-driven to value-driven competition, how Chinese companies can succeed through brand, quality and localized services became the central topic of the discussions.
1. Background
Europe is one of the regional markets with the most certain growth in energy storage worldwide. According to EUPD Research, new electrochemical energy storage (EES) installations in Europe reached approximately 31 GWh in 2025, up more than 40% year on year (covering the EU-27 plus the UK and Switzerland), significantly outpacing the PV market, whose growth has flattened over the same period. New installations are expected to rise further to about 51 GWh in 2026, sustaining double-digit growth. At the same time, the European storage market is undergoing a shift in its model: subsidy-driven deployment is phasing out, commercial and industrial (C&I) and utility-scale storage are becoming the main growth engines, and market rules, electricity pricing mechanisms and business models continue to adjust, raising the bar for market entrants in terms of brand, compliance and localized operations.
Against this backdrop, during ESIE 2026, EUPD Group, together with IBESA and CNESA, co-hosted the special session "Doing Successful Energy Storage Business in Europe: Markets, Margins & Winning Business Strategies 2026-2030", focusing on the growth space, profit logic and winning strategies of the European storage market from 2026 to 2030, and offering first-hand data and practical advice for Chinese and global storage companies entering and expanding in Europe.
2. Session Overview
The session took place on April 1 at 10:00 Beijing time at Booth B3C04, Hall B3, Capital International Exhibition & Convention Center (Phase II of the New China International Exhibition Center) in Beijing. It was one of the key concurrent events of ESIE 2026 (March 31 - April 3) and the first of the expo's five international business matchmaking events.
The agenda comprised an opening address, two keynote presentations and a panel discussion. Verena Neudecker, Head of Media Relations and Corporate Communications of the German Chamber of Commerce in China (AHK Greater China), attended and delivered the opening address. Markus A.W. Hoehner, Founder & CEO of EUPD Group, and Daniel Fuchs, Chief Customer Officer of EUPD Group, delivered the two keynote presentations. The panel discussion was joined by Mr. Wang Pingyang, Senior Vice President, International and President, EMEA of HyperStrong; Mr. Wang Yingge, Vice President of GoodWe Technologies Co., Ltd.; Dr. Philip Yu, Chief Engineer of the Residential Division of Sungrow Power Supply Co., Ltd.; and Ms. Diaz Ortega, CEO of Energia Solar Canarias, Spain.
3. Keynote Topics
Verena Neudecker opened the session with the address "Connecting Markets, Creating Value: China-Europe Cooperation as an Engine for Renewable Energy Growth". She noted that China-Europe cooperation in renewable energy is becoming an important force driving Europe's energy transition, and that energy storage is one of the most promising areas of such industrial cooperation.
Markus A.W. Hoehner delivered the presentation "European Residential Storage Spotlight: Market Dynamics, Profitability & Strategic Positioning in a Global Context". Drawing on EUPD's global market monitoring system and European prosumer survey data, he reviewed the demand structure, economics and market tiers of residential storage.
Daniel Fuchs delivered the presentation "C&I Energy Storage in Europe: Where Growth Is and What Should Brands Deliver". Drawing on EUPD's interviews with more than 130 EPCs and its brand rating system, he analyzed the drivers, entry barriers and buyer decision logic of the C&I storage market.
The panel discussion focused on European business operations in utility-scale and C&I storage, with panelists exchanging views based on their companies' practices in the European market.
5. Feedback
Statistics on past editions compiled by the organizer show that power generation and grid companies accounted for 25.9% of visitors, multi-application scenario practitioners 18.2%, and storage equipment manufacturers 17.1%, with storage developers and service providers, system integrators and EPC contractors also well represented. An audience dominated by power generation and grid, equipment manufacturing and application-scenario companies matches the European market operations theme of this session.
As for feedback from visitors and guests, UK buyer Antony said that through the expo he connected with new partners, learned about the latest storage technologies and market trends, and gained a reference for his company's business planning. Nigerian buyer Aliyah said that exhibitors displayed their products comprehensively, allowing on-site understanding of product performance and procurement channels, and that the clear layout made it easy to locate target products and contact companies for cooperation. Markus A.W. Hoehner, Founder & CEO of EUPD Group, said that the expo helped consolidate relationships with existing customers and expand new cooperation resources, and that full exchanges among companies explored commercialization paths for C&I, utility-scale and residential storage in the global market.
As the first of the five international business matchmaking events at ESIE 2026, this session helped Chinese storage companies understand Europe's market demand, profit logic and competitive landscape, and offered a reference for entering the European market.
