99% of deliveries happen overnight, we provide a hotline with the manufacturer in case of a problem
Kiril Beleliev is a member of the Board of Directors of AmonRa Energy and Director of Supplies and Sales. He has been part of the company since its founding in 2020. He is responsible for commercial relations with 30 of the leading international manufacturers of solar panels, inverters and systems. He is also responsible for sales to B2B customers (business to business), including over 500 installers in Bulgaria and abroad.
– Mr. Beleliev, “AmonRa Energy” is a young company compared to the Central Energy Repair Base. How old is it?
– We have been on the market for 5 years. Although it is a young company, it has proven in recent years that it is in no way inferior to an established structure with a 77-year history, such as CERB.
– If someone is building a photovoltaic installation, they would like it to be done quickly. How do you deal with fast deliveries?
– With us, 99% of deliveries are made from one day to the next. We manage to achieve this because we have many warehouses – not only in Bulgaria, but also through our subsidiaries abroad. In addition to being one of the largest companies for the trade and supply of photovoltaic equipment, we also maintain the largest inventories.
– Do you have warehouses from which you deliver equipment almost within the same day? Where to – within the country, abroad?
– Since we entered Schengen, deliveries to Romania and Greece have also been happening overnight.
– Where do solar panels come from?
– Our partners are established manufacturers from South Korea, Japan, Canada, Australia and China. The goods come to hubs in Central and Eastern Europe and we deliver them directly to the site in Bulgaria, Romania, North Macedonia, Serbia, Ukraine, Greece.
– Do you have your own production in the solar package?
– Yes. In Dragoman there is a company that produces structures for the solar industry according to the design of “AmonRa Energy”. It is carried out by the company “Contact Elements”. It was established 45 years ago, has established processes and high quality, proven standards for efficiency, sustainability and durability of the materials used. It is also certified according to the BDS EN ISO: 9001 standard, which guarantees compliance with the highest requirements at every stage of the production process.
– How do you understand what companies and households that install solar panels are looking for? And what innovations do you offer?
– The fact that we are a leader not only in Bulgaria, but also in the Balkans, implies that we have constant feedback from the market and from the many installers, designers and investors. Compared to last year, we have twice as many clients with whom we comment on the qualities of the distributed products. It is through them that we understand the market needs.
What sets us apart is that we have the largest portfolio of manufacturers that we offer to our customers – for inverters, batteries, and structures.
The AR2 structure is developed according to our design, we are constantly modernizing it so that it meets the highest market requirements.
Every year we have new developments. We are increasing the items that are produced in Dragoman, and thus we are in sync with market demand and customer needs.
– The proliferation of photovoltaic power plants has also led to a boom in battery construction. You are also in this segment, right?
– Not only are new battery plants being built, but old ones are also being renovated and modernized. Thanks to fast delivery and high stock availability, we are also participating in this process by providing energy storage systems.
– When a client comes and wants to install a solar system, is there a way to get the full package – from the delivery of solar cells and structures, through the batteries, to the installation?
– The larger percentage of our clients are installers, which is why we often remain in the shadows. The essential thing is that the equipment used in creating the system comes from us. We have organized the delivery because we have our own internal transport, we also use logistics partners, and the installer has carried out the installation.
– How do you keep the client in sync with new technologies? How do you participate in this process of change?
– We provide training and improve the knowledge and qualifications of our partners. In Bulgaria, people try for various reasons to buy solar panels or receive other services at the lowest possible price. We offer extremely competitive prices for the equipment, because we can afford it due to the large volumes we sell. At the same time, we offer working and quality products for our partners to install, and we help them by training them. Our trainings are not standard product presentations, but there are always employees from the manufacturing companies. They explain in detail how to start the installation, how to set it up, what the pros and cons are, what mistakes should not be made. After a plant is put into operation, the installation companies are responsible for the warranty and if a problem arises, the investor turns to them. We inform them in advance about possible problem situations. The equipment manufacturers participate in the training because no one knows the product better than them. We act as an intermediary in the supply chain, but we always offer a hotline between the manufacturer and the installer. Although we are a trading company, we provide a high level of technical support.
– How does the Bulgarian market differ from the big markets?
– One of the differences is that market participants abroad are more experienced.
The construction of photovoltaic systems is relatively new in our country. We have research and development, but the experience cannot be made up for in three or five years.
– Isn’t it catching up quickly with this boom in the industry?
– Working quickly leads to mistakes in choosing equipment and in using products that are far from the quality and safety standards in Europe. In Bulgaria, there is a practice of the customer buying something online that looks great in the pictures without having any idea how it works.
– To which manufacturers are you opening your markets for solar panels and batteries?
– We offer products from the best for the best. We partner with 30 established manufacturers. For each product group, we work with at least the top 5 out of the top 10 on the market. This allows us to constantly grow because we cover the entire market.
– Which means what?
– It means we can offer solutions for every need and budget.
We offer ready-made kits, combinations of panels, inverters and batteries. We have a wide range for medium-sized installations, for industrial installations, which are for own consumption and sales. We also sell pump inverters, which are used for irrigation in agriculture, we even sell solar systems for caravans and campers.
– What new partners are you looking for and what leads you to these contacts?
– We constantly monitor trends in Central and Western Europe. We do not blindly choose partner companies, but insist that their products have proven themselves in major markets. Then we make them popular in our region.
For example, in batteries, one such company is SUNWODA, they produced for Nokia, they have a huge market capitalization. The other is Dyness, a fast-growing company that is distinguished by its focus on high-quality batteries and intelligent energy storage systems, which gives them an advantage in terms of safety and longer life. We also work with other reputable manufacturers, and recently we also offer Huawei products.
The entire article can be read here – Kiril Beleliev, member of the board of directors of AmonRa Energy: We offer the best of the best in the solar industry
