Sanxiong Aurora (300625) is a lighting lighting manufacturing industry. It is a provider of integrated lighting solutions. It is mainly engaged in the research, development, production and sales of green lighting, lighting and lighting control products, providing integrated lighting solutions for customers. Related professional services, its products cover commercial lighting, office lighting, industrial lighting, home lighting, outdoor lighting and other applications.
Since its establishment, Sanxiong Aurora has accumulated more than 20 years of industry experience and was successfully listed on the Growth Enterprise Market of the Shenzhen Stock Exchange on March 17, 2017.
According to the data, in 2018, Sanxiong Aurora LED products accounted for 88% of total lighting products revenue, and have completed the transformation of traditional lighting products into LED products. Because Sanxiong Aurora has strong relative competitive advantages in professional lighting market such as commercial lighting and tooling lighting, its product brand, quality and technical performance have a good reputation and market influence in professional lighting designers and decorative fields.
On this basis, Sanxiong Aurora has further increased its market expansion in the home lighting industry in recent years, and its business structure has become more reasonable.
On May 18, 2018, Sanxiong Aurora successfully held investor relations activities at the International Conference Center on the first floor of the Sunshine Hotel in Guangzhou. At the meeting, Secretary of the Board of Directors Yan Xinyuan gave detailed answers to the questions raised by investors.
Q: What is the development of the industry in which Sanxiong Aurora is located?
A: China's lighting industry has a large market space, but the entry barriers for low-end products are relatively low, industry concentration is relatively low, and market competition is fierce. In the process of transforming LED lamps into the industry in recent years, a large number of companies engaged in low-end products business have gradually been eliminated by the market. The international first-line brands that were dominant in the domestic high-end market have gradually withdrawn from the Chinese market, and domestic first-line brands have continued to grow. Industry concentration is concentrated in major lighting brands including Op, Sanxiong and others.
In the future, we will continue to focus on the development of the lighting industry, take the opportunity of listing, seize the opportunities of industry development, and make positive progress to promote the company's sustained, healthy and steady development.
Q: What brand promotion work did Sanxiong Aurora do?
A: Sanxiong Aurora carries out brand promotion through various channels and forms. For example, last year, the company continued to carry out strategic cooperation with Manchester City Football Club; the company signed a famous artist Li Chen as the spokesperson of the company's brand image; the company held a strategic upgrade of “the more exciting†The new product launch conference for cum home lighting, the introduction of home lighting products, etc., widely spread the Sanxiong Aurora brand, further promoting the influence of the Sanxiong Aurora brand in the mass consumer and young people group, and improving the brand influence of the company.
Q: What is the sales channel of Sanxiong Aurora?
A: Sanxiong Aurora implements a sales model based on distribution.
In 2017, the company increased the intensity of physical marketing network channels, further developed dealers in second- and third-tier cities, and established sales terminals.
In 2017, the company built more than 500 new professional terminals and home terminals. The company's home furnishing specialty stores or specialty areas totaled nearly 1,800, plus professional lighting stores, more than 3,000 brand stores or specialty stores.
This year, the company will open up new hardware stores as sales channels, further extend sales channels to third- and fourth-tier cities, increase sales coverage and density, and expand marketing networks.
Q: What is the price of raw materials for Sanxiong Aurora products this year?
A: The main raw materials of Sanxiong Aurora include electronic components and accessories, light-emitting diodes, metal materials, plastic materials, and traditional light source materials. Last year, the price of hardware, plastics and some electronic components in the market rose to a certain extent, which had an impact on the gross profit margin of the company's products. At present, the raw material market is relatively stable this year.
Q: What is the future development of Sanxiong Aurora?
A: Sanxiong Aurora has been cultivated and accumulated in the professional lighting market for many years. It has a very good market reputation and brand influence in professional lighting such as commercial lighting and tooling lighting. In the coming period, the company will vigorously expand the market of home lighting products and expand the market of lighting and hardware channels on the basis of maintaining the advantages of commercial lighting and tooling lighting market. In terms of channel construction, we will increase channel sinking, improve the company's channel radiation capacity and sales terminal density, expand overseas markets, and increase the company's market share and industry influence.
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