Europe's renewable energy market is being hurt by falling prices, lower demand and the ongoing credit crunch. As a result, key players in the solar and wind markets are faced with difficult choices in order to survive, for example shifting production to Asia. The European solar sector is suffering from an oversupply of cells and modules that has driven down average selling prices, together with Asian companies stealing market share by slashing costs. In addition, China has recently announced an incentive programme for solar firms. According to a survey by German publication Photon, China accounted for about a third of the market for global cell production in 2008, while Europe's share fell to 25.6 percent.