On August 29, Sanxiong Aurora (300625) released its first half of 2017 performance report. During the reporting period, the company achieved operating income of 951 million yuan, an increase of 28.36% year-on-year; of which 787 million yuan of LED lighting products, an increase of 46.84%, traditional lighting The product was 132 million yuan, a year-on-year decrease of 24.54%. The total profit reached 103 million yuan, a year-on-year increase of 36.93%; the net profit attributable to shareholders of listed companies was 88.741 million yuan, a year-on-year increase of 34.76%.
During the reporting period, the macroeconomic environment remained basically stable, and the competition in the LED lighting industry became more intense. Under the leadership of the board of directors, Sanxiong Aurora management took the company's listing as an opportunity to give full play to the company's dominant position in the commercial lighting field and brand influence, actively expand marketing channels, improve market response speed, and enable the company to achieve its main business in the first half of the year. Good results in both income and net profit growth.
Establish a brand to win the first advantage in the market competition
Since the establishment of the “Sanxiong·Aurora†brand, the company has been committed to research, development, production and promotion of high-quality green energy-saving lighting products, providing customers with a full range of lighting solutions and professional services. After years of development, Sanxiong Aurora has become one of the most comprehensive lighting brands in China.
As one of the earliest companies in the domestic lighting industry to develop and promote green energy-saving lighting products, the company's “Sanxiong·Aurora†trademark has been recognized as a well-known trademark in China. In recent years, with the rapid development of the LED lighting market, the company has successively launched high-quality LED lighting products in various application fields, and has won praise from the market.
Moreover, Sanxiong Aurora core management has more than 20 years of experience in the lighting industry. The company has extensive sales channel network, strong technical research and development strength, complete manufacturing capability and strict product quality control system. The brand has a high reputation in the industry. The popularity and market influence are in a favorable position in the process of market concentration improvement.
Through years of hard work, Sanxi Aurora's product quality and brand image have accumulated a good market reputation in the lighting industry, especially in commercial and engineering lighting. The company's excellent product quality and professional technical service capabilities are widely recognized by industry users. The company has won first-mover advantage in the fierce market competition.
Adjust organizational structure and expand the home lighting market
In order to vigorously develop the home lighting business, Sanxiong Aurora adjusted the organizational structure of the marketing system during the reporting period, and established an independent household products division to plan and build a retail channel system for household products according to the sales characteristics of the home lighting industry. In order to meet the requirements of household consumers for the diversity of product appearance, the company increased the investment in design and adjusted the procurement and production system to fully meet the demand characteristics of household products.
The company's traditional market is mainly concentrated in professional lighting, such as commercial lighting and tooling lighting. Lighting projects in this field generally require the design of lighting professional designers, and have strict professional requirements for lighting effects, product quality stability, and comprehensive technical service capabilities. The comprehensive capabilities of product quality and professional technical services have been tested in the professional lighting market and widely recognized.
However, since the professional lighting field is mainly concentrated purchase, installation and use by unit users, there is little contact with ordinary consumers. Therefore, in the general home lighting market, consumers do not know much about the company's products and brands.
In order to promote the spread of Sanxiong Aurora brand among ordinary consumers, Sanxiong Aurora has upgraded and improved the VI system, and also carried out stricter regulation and image enhancement for the decoration and decoration of the sales terminal stores, in order to promote the general consumption. Provide high quality products and professional technical services.
Improve channel construction and expand market space
Sanxiong Aurora currently sells in the professional lighting market, such as commercial lighting and tooling lighting. The channel network is mainly based on first- and second-tier cities, and has high requirements for professional technical service capabilities and service response speed. In order to further expand the market space, consolidate the company's leading position in the professional lighting field, and provide users with more professional and timely services. During the reporting period, the company increased the physical marketing network channel sinking efforts, and further developed dealers in the second and third tier cities. , establish a sales terminal.
During the reporting period, the company established 331 new professional terminals through dealers, further improving the sales and service system of the professional market. Home lighting accounts for a small proportion of the company's revenue structure and has great development potential. In order to further expand the development of home lighting business, according to the industry characteristics of home lighting, the company has increased brand promotion in non-professional markets, allowing more ordinary consumers to understand the company's products and brands, and at the same time establish a broader retail network system. Provide consumers with more convenient offline purchase channels.
At the same time, the company has established 377 new home lighting products through distributors, which greatly improved the coverage of the company's household products and promoted the rapid increase in sales of household products.
According to the report, the sales revenue of Sanxiong Aurora's home lighting products increased significantly by 70.6% in the first half of this year. The company's e-commerce self-operated channels are mainly in the Tmall and Jingdong e-commerce platforms. During the reporting period, the company increased the e-commerce team building and resource investment, accelerated the development of new products according to the characteristics of e-commerce consumption, and integrated and optimized e-commerce before and after. End resources, provide consumers with a wealth of high-quality products and a good shopping experience, while opening up a wider range of e-commerce channels to provide goods and services to more consumers.
It is understood that, approved by the China Securities Regulatory Commission, Sanxiong Aurora stocks were listed on the Growth Enterprise Market of the Shenzhen Stock Exchange on March 17, 2017. The net proceeds raised for the first time were RMB 1.266 billion. The company will invest in LED green lighting expansion project, LED intelligent lighting production base construction project, R&D center expansion and upgrading project, physical marketing network sinking and perfect expansion project, O2O e-commerce platform construction project and cross-border e-commerce overseas market Expand the project.
Implement automated transformation to increase production efficiency
It is reported that Sanxiong Aurora has a relatively complete manufacturing capacity, and has formed its own unique control system in production process, process control, product quality control, etc., effectively ensuring the quality, technical parameters, delivery date, etc. of professional lighting fixtures. The more stringent needs provide strong support and guarantee for the sales market.
Efficiency improvement and quality improvement are the eternal theme of production and manufacturing. During the reporting period, Sanxiong Aurora's manufacturing bases continuously improved production efficiency through various measures such as automation transformation of production lines, purchase of automated production equipment, optimization of production mode, and process improvement. The growing market needs.
Strengthen R&D investment to meet market demand
Professional lighting such as commercial lighting and tooling lighting have very strict standards and requirements for professional technical parameters and quality stability. The company's R&D department gives full play to the industry's professional and technological advantages accumulated over the years, and strengthens the integration of external resources such as universities. Professional topics such as optics and optics are being developed. In order to ensure that the company's product quality meets the design standards, the company's R&D department will also participate in the product design work of key component suppliers in different forms when necessary.
Professional lighting products sometimes need to be customized according to the needs of users, while household products have higher requirements for the diversity of appearance. In order to meet the needs of different markets, Sanxiong Aurora has optimized and expanded the R&D team and continuously developed new products to market. To meet different market needs.
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