Sanxiong Aurora Zhang Yutao: Restructuring the supply chain and making a brand

[Source: "High-tech LED" magazine December issue (total 60th issue) Text | Zhang Yutao] With the further improvement of LED lighting penetration rate, traditional lighting companies have turned to the LED industry, some mainstream LED lighting manufacturers rely on brands, channels And product cost-effective advantages continue to increase market share.

From traditional lighting to the new generation of LED lighting, many people believe that the transformation of LED lighting is just a simple product replacement, but the transformation is a comprehensive system of engineering, the company without corresponding accumulation is very difficult to succeed. For traditional manufacturers, although there are complete channels that have been established before, the transformation of LED lighting is a comprehensive system engineering, and there is no channel chip to win.


Sanxiong Aurora is a relatively thorough look among many traditional lighting manufacturers. As early as 2003, we set up the LED project department, set up a professional team and special funds to make technical reserves of LED products. Starting from the channel, after 21 years of steady growth, Sanxiong Aurora has formed a relatively complete channel network, technology system, customer base and brand influence.

Now Sanxiong Aurora has successfully transitioned from traditional lighting to LED, and has achieved remarkable results in the past few years. The reason for its successful transformation is closely related to the company's accumulation and precipitation in the field of lighting for more than 20 years.

After entering the LED industry, Sanxiong Aurora has increased LED product development and innovation. In 2007, Sanxiong Aurora successfully won the bid for the lighting of 15 Olympic venues including the National Stadium (Bird's Nest), the National Convention Center and the Archery Stadium. Subsequently, Sanxiong Aurora's series of products have been widely used in large-scale project sites such as Shanghai World Expo, Guangzhou Asian Games, and Shandong National Games.

Since 2010, Sanxiong Aurora has started to carry out comprehensive marketing work for LED lighting products. The early investment and full preparation have brought great returns to Sanxiong Aurora. Our LED lighting products now cover almost all areas of lighting. Thanks to advanced technology and quality control system, the brand influence of LED lighting products has also begun to emerge. In 2011, Sanxiong Aurora's LED sales accounted for more than 10% of total revenue, and its performance was outstanding.

In addition to the professional channels of cultivation, in the past two years, Sanxiong Aurora has strengthened the construction of retail channels and developed a full range of LED commercial lighting products for the field of energy-saving lighting in the retail industry. It includes retail products and distribution systems in various districts to facilitate users to gain more lighting experience in the terminal and to understand more LED products of Sanxiong Aurora. The quality should be reliable, the categories should be complete, and the service should be better. This is the expectation of the three-magic aurora of the LED lighting era.

Since the beginning of this year, in response to the substantial growth in demand in the terminal market, Sanxiong Aurora has re-integrated its own supply chain system and expanded the production capacity of LED products in various production bases such as Guangzhou, Zhaoqing and Chongqing.

In the first half of 2014, the marketing channel of Sanxiong Aurora LED products was very smooth. Not only did it introduce professional LED new products such as commercial rail LED spotlights and hotel LED spotlights, but also launched T5 brackets, LED tube spotlights, etc. Batch of cost-effective products.

At the 2014 (4th) High-tech LED Lighting Exhibition, we exhibited a number of new LED products in the fields of store lighting, hotel lighting, office lighting, supermarket lighting, and outdoor lighting. These new products have been comprehensively upgraded in terms of performance, color rendering, and life performance. They are superior to previous products in terms of product appearance, structure, light distribution design and product function.

As consumers' consumption consciousness returns rationally, product cost performance will be increasingly valued. LED lighting products have been widely promoted, and products, technologies and costs have become closer to the critical point of market demand. The industrial environment is also constantly improving. At the same time, with the gradual introduction of national LED standards, many LEDs are now reserved. Lighting companies are more of a market opportunity.

According to some data, the penetration rate of LEDs in 2015 will exceed 60%. This data exceeds the previous forecast. Under the overall upward trend of the LED lighting industry, Sanxiong Aurora will continue to accelerate the promotion of LEDs. The proportion of LED business has increased year by year in the overall revenue of Sanxiong Aurora. Commercial and residential LED lighting is the market focus of Sanxiong Aurora.

The elimination of the LED lighting industry has begun. Sanxiong Aurora is based on the existing foundation, based on product development and basic innovation. In the past few years, it has also built its own LED lighting brand. Our biggest feature is stability and innovation. Steady is the company and brand development must adhere to, do not advance, not simply pursue the speed of development, and do a good job in brand credibility. (The author of this article is Zhang Yutao, chairman of Sanxiong Aurora)

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