Deif's new CEO means to steer clear of consolidation danger in Chinese waters

The Danish operating system supplier wants to avoid being dominated by the wind sector's big European fish – the firm's reason for taking to China 14 years back. Now a consolidation trend in the Asian country is prompting Deif to rethink its strategy, with the company's new CEO targeting integration of renewable energy sources.

Photo: Deif

14 years ago, Deif decided to take its wind turbine operating systems to the Chinese market. At the time, there was a dynamic customer ecosystem of roughly 50 turbine makers around the world. Denmark's scene, though, was already dominated by to very large companies: Vestas and Siemens Wind Power.

"We were a very appreciated subsupplier – but were also highly controlled by the few large wind turbine manufacturers in Denmark," says Deif's new chief executive, Christian Nielsen.

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