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In recent years, Total has been making significant moves in China, expanding its presence beyond traditional oil and gas into renewable energy sectors like solar power and shale gas. After nearly three decades of cautious development, the French energy giant has begun to establish itself more prominently across various regions in China. However, Total is not content with just that—it continues to seek new opportunities and partnerships.
In March 2013, Total’s CEO, Marcello, announced that negotiations with Sinopec regarding shale gas exploration were reaching their final stages. Once the designated block was approved, a detailed resource assessment would follow. By early June, Total revealed plans to collaborate with three Chinese companies to build photovoltaic power plants in Inner Mongolia through its subsidiary, SunPower.
Industry analysts speculated that these frequent engagements with China were driven by two main factors: first, the low natural gas prices in the U.S., which made it hard for Total to turn a profit, prompting a shift in focus toward other markets like China. Second, Total's Q1 2013 financial report showed a 7% drop in net profit compared to the previous year, signaling a need for strategic realignment. The company emphasized increasing oil and gas production, with China as one of its key targets.
Despite the growing interest from global energy giants, Total has opted to leverage its technological expertise to carve out a niche in emerging fields. This approach becomes even more critical as the Sino-European “double reverse†dispute remains unresolved, making Total’s strategic choices all the more interesting.
When it comes to solar energy, Inner Mongolia, known as "Lingel" in Mongolian, once served as a crucial hub in central Mongolia. However, as political centers shifted southward, the region gradually lost its prominence. Historically, Lingel experienced population movements due to ethnic conflicts and political changes. Yet, the area’s arid, windy, and sunny climate, though unsuitable for settlement, proved ideal for solar energy projects.
Although media coverage of Total’s photovoltaic project began in June 2013, the groundwork had already started earlier. In August 2012, Total’s SunPower announced a partnership with Central Energy, Inner Mongolia Electric Power, and Hohhot Jinqiao Urban Construction Plan. The project aimed to reach a total capacity of 2,000 MW over several years.
By March 2013, a framework agreement was signed between Central Energy and Helinger County Government, outlining the project timeline, scale, and promotional strategies. Despite this, the project took nearly a year to get off the ground, officially launching in mid-June 2013, with installation beginning in August.
This delay was partly due to the challenges of entering the Chinese PV market, where domestic companies have gained a strong foothold. To succeed, Total needed to partner with local firms for downstream construction and module sales—beneficial for both sides.
However, Chinese PV companies facing “double opposition†(import tariffs and domestic oversupply) are struggling. While Total’s C7 concentrator technology offers high efficiency, it may come at a higher cost, potentially putting it at a disadvantage compared to cheaper domestic panels.
Total’s strategy of pursuing high-risk, high-reward ventures is evident. Earlier in 2013, the company faced a $398 million fine from the U.S. for alleged bribery related to Iranian oil contracts. Despite this, Total continues to push forward, believing that bold moves can yield big rewards.
The same applies to its Inner Mongolia solar project. Despite unclear policies and uncertain market conditions, Total is taking a chance, hoping to stand out in a competitive landscape.
Another critical factor for the project is electricity consumption. The plan focuses on local use, aiming to connect to the grid. If the 800 MW project is completed by 2015, it could generate at least 800 million kWh annually. However, Helinger’s local demand is limited, so the success of the nearby Shengle Industrial Park’s cloud computing base will be crucial.
On the shale gas front, Total’s choice of location also raises questions. While the company initially explored areas like the Beibu Gulf and Tarim Basin, its first shale gas site was declared near Shanghai—an area with limited known resources. Meanwhile, Sichuan, considered one of China’s richest shale gas regions, was also on Total’s radar.
However, Sichuan’s development faces challenges, including uncertain reserves, geological complexity, and technological hurdles. Choosing the eastern region helps avoid issues like water scarcity and lack of infrastructure. It also allows for easier access to densely populated areas, where demand is higher and emissions are lower.
Still, policy uncertainty remains a major concern. In May 2013, Total China’s general manager, Nubeitang, noted that China’s shale gas regulations were still underdeveloped. This concern was echoed in June 2013 when officials warned that the third round of shale gas exploration rights might be delayed.
Environmental concerns are another challenge. Areas like southern Shanghai or northern Zhejiang, where Total is considering operations, are densely populated with high environmental awareness. This adds another layer of complexity to the project.
Ultimately, Total’s strategy in China revolves around bridging potential oil reserves with the local market. With strong technical capabilities and experience, the company has built solid connections over time. But the competition is fierce, especially in renewables, where Chinese companies are rapidly advancing.
Total understands these challenges and is adapting accordingly. From solar projects to shale gas exploration, the company is testing its strategies in the Chinese market. While risks are high, the potential rewards could be even greater. As Total continues to navigate this complex landscape, its long-term success in China will depend on how well it balances innovation, regulation, and local partnerships.