[Text / Gaogong LED Xiong Yuheng] Looking forward to, looking forward to, spring is coming, and the well-known domestic lighting company, Sanxiong Aurora has to be listed on the GEM. On November 13, 2015, the China Securities Regulatory Commission disclosed the prospectus (the draft) of the Sanxiong Aurora GEM, and proposed to publicly issue 70 million shares to the public, which is a key step toward the goal of listing.
Starting from three bosses and one employee, Sanxiong Aurora has grown into a lighting company with annual sales of billions of dollars after 25 years of hard work. If you play well, you can sing, big and good, which is considered to be everyone’s wish. After all, with the strong driving force of capital, the conditions for Sanxiong Aurora’s scale reduction and cost reduction have become more advantageous.
"Sanxiong Aurora hopes to achieve that there is no trace of management in the management, there is no waste in cost, and the customer will be rewarded with the ultimate cost-effectiveness." Sanxiong Aurora Deputy General Manager Lin Yan at the 2015 Senior Engineer LED Annual Meeting A word is impressive. The high cost performance of Sanxiong Aurora is also recognized by everyone, and the compound annual growth rate of nearly 20% is the best interpretation.
Lin Yan’s remarks are to Sanxiong and Aurora themselves, but also to the entire industry. Last year, the demand for LED lighting market increased sharply. However, under the gorgeous appearance, the market norms are missing, and the price war is still the main means of grabbing the market. "We are not afraid of war, but we are not confusing." In Lin Yan's view, only low-priced, high-quality products can finally win the market.
It is true that in the forecast of Zhang Xiaofei, chairman of Gaogong LED, the LED lighting enterprises that do low-end products in the next three years will lose the soil for survival, and the number of lighting enterprises will be reduced by half. After the reconstruction of the lighting pattern, the next round of competition will be carried out between large enterprises and big brands. The brand is fighting, the price is good, and the stronger the stronger.
Referring to the improvement of cost performance, Lin Yan has a lot of experience, in the face of price wars, many companies are passive, and Sanxiong Aurora is active. “We increase production scale through automated production, and profit from scale, automation, and supplier-scale procurement.†At the same time, we adhere to strict cost management and insist on not adding unnecessary costs in the design.
Sanxiong·Aurora has a sales volume of nearly 2 billion yuan, and the scale is self-evident. After the listing, the scale advantage of Sanxiong Aurora will be more obvious. The design does not add extra cost, and the new profit is the magic weapon for Sanxiong and Aurora. In addition to product design, the company also opened the "Sanxiong Aurora Lighting Institute" to promote lighting design, so that the LED lighting concept is deeply rooted in the hearts of the people.
In Lin Yan's view, every change in lighting will go through the process of quality to price and then return to quality. The important thing is to see if you can't stand the temptation and blindly follow the price cut. At present, the proportion of Sanxiong Aurora LED lighting business has exceeded 70%, and more than half of these businesses have entered the engineering field, far ahead of the industry peers.
The fast-growing Sanxiong Aurora is also a constant honor. High-tech LED Golden Globe Award (bulb light) and winner of the best corporate leaders, China's commercial real estate component suppliers top ten purchasing preferred brands, top three most profitable lighting companies and the most investment-value companies, etc. I believe that after the listing, Sanxiong Aurora will be honored.
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