On April 18, Sanxiong Aurora (300625) released its 2017 annual performance report. During the reporting period, Sanxiong Aurora achieved operating income of 2.266 billion yuan, an increase of 19.44% over the same period last year; net profit attributable to shareholders of listed companies was 256 million yuan, an increase of 3.65%.
Among them, lighting lighting revenue was 2.196 billion yuan, accounting for 96.91% of the total operating revenue, up 20.32% over the previous year; lighting control and other revenues were 62.09 million yuan, accounting for 2.74% of the total operating income, an increase of 3.06 compared with last year. %.
Sanxiong Aurora said that the 2017 performance drivers are mainly reflected in the following three aspects:
Rapid development of the industry
Due to its green environmental protection and long service life, the LED lighting industry is strongly supported by national policies. With the advancement of technology and the decline of cost, its good cost performance has been widely welcomed by consumers, the market penetration rate has been continuously improved, and the market scale has expanded rapidly. The rapid growth of the industry contributes to the improvement of the company's operating performance.
Increase in industry concentration
Due to the low barriers to entry in the lighting industry, industry concentration has not been high. However, as the competition in the industry intensifies, consumers pay more attention to product quality and brand. More and more companies with weak competitiveness are eliminated by the market, while companies with strong technology research and development and better quality control get more. Market opportunities.
Moreover, the company's core management team has more than 20 years of experience in the lighting industry. The company has a wide network of sales channels, strong technical research and development strength, complete manufacturing capabilities and strict product quality control system. The brand has a high reputation in the industry. And market influence, in a more favorable position in the process of market concentration.
Further improvement of the channel network
In recent years, the company has been expanding and optimizing its marketing system, and its marketing channels have continued to sink, and the number of terminals has continued to grow. As the company's sales terminal coverage increases and density increases, it will further promote the growth of the company's business.
Sanxiong Aurora is mainly engaged in the research and development, production and sales of green lighting, lighting and lighting control products, providing customers with integrated lighting solutions and related professional services. The company's products cover commercial lighting, office lighting, industrial lighting, home lighting, outdoor lighting and so on.
At present, Sanxiong Aurora has strong brand and market advantages in professional lighting, such as commercial lighting and tooling lighting. It has the ability to provide overall lighting solutions from lighting engineering design, lighting product development and production to after-sales service. Business.
Sanxiong Aurora Lighting Application Case
Policy promotes continuous growth in the value of lighting output
As we all know, in the entire LED industry chain, LED lighting is in the downstream of the LED industry chain, which belongs to the application of LED products. In recent years, in order to improve energy efficiency, protect the environment, and respond to global climate change, major countries and regions such as the United States, Japan, the European Union, and Hong Kong have formulated policies to ban and ban incandescent lamps. Of course, China has also formulated a series of policies such as "China's roadmap for phasing out incandescent lamps" and "China's gradual reduction of mercury-containing roadmap for fluorescent lamps."
It is worth mentioning that since October 1, 2012, China has gradually banned and sold ordinary lighting incandescent lamps in stages according to the power level. As of October 1, 2016, import and sales of 15W and above ordinary lighting incandescents have been banned. light.
It is precisely because the government issued a series of policies to guide consumers to turn to the consumption of energy-saving light sources, thus accelerating the penetration of LED lighting products in the lighting market. According to the data of the High-tech Research Institute LED Research Institute (GGII), the global LED lighting penetration rate reached 40% in 2017, and the global LED lighting market output value reached 536 billion yuan. Among them, the output value of LED lighting in mainland China was 296.9 billion yuan, a year-on-year increase of nearly 21%, and the global proportion reached 55.40%.
With the international giants divesting the general lighting business, China's output value will continue to increase, GGII expects global share in 2020 is expected to reach 61%.
2017 key work content
Sanxiong Aurora takes the opportunity of listing, giving full play to the company's dominant position in the field of commercial lighting and brand influence, while vigorously expanding the home lighting market, actively exploring marketing channels, increasing the coverage of marketing networks and the distribution density of sales terminals, so that the company's sales scale It has achieved the fastest growing performance in recent years and successfully completed its annual sales target.
The company successfully landed on the Shenzhen Stock Exchange GEM
Successful landing in the capital market is a major landmark event in the history of Sanxiong Aurora development, opening up a new journey of extraordinary significance for the company's development, laying a solid foundation for future development, and will certainly promote better and faster development of the company.
Adjust organizational structure and expand the home lighting market
In order to vigorously develop the home lighting business, Sanxiong Aurora has adjusted the organizational structure of the marketing system 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. At the same time, in order to promote the spread of the Sanxiong Aurora brand among the mass consumers, the company upgraded and improved the VI system. In August last year, the upgraded brand new LOGO image was released, and in terms of channel communication, more emphasis was placed on playing new media and The influence of "fans".
Continue to improve channel construction and expand market space
In order to further expand the market space, under the premise of consolidating the relative leading edge in the professional lighting field, we will accelerate the expansion of the home channel and provide users with more professional and timely services. In 2017, Sanxiong Aurora has more than 500 new professional terminals and home terminals. As of the end of the reporting period, the company's total number of home products stores or monopoly areas has reached nearly 1,800, the company's marketing network has further expanded, and the coverage and density of sales terminals continue to increase.
Implement automated transformation to increase production efficiency
Efficiency improvement and quality improvement are the eternal theme of manufacturing. In 2017, Sanxiong Aurora implemented more than 30 major automation technology transformation projects. After the completion of individual project technical transformation, the production efficiency of the corresponding production links increased by more than 100%. Through continuous automation technology transformation, the company not only improved production efficiency, but also promoted the steady improvement of the company's product quality.
Strengthen R&D investment and increase the speed of new products
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.
Fully promote the home lighting project
On October 31, 2017, Sanxiong Aurora held the “Climate and More Wonderful†strategy upgrade and the new home lighting new product launch conference. For the first time, the company launched the three series of lighting products, namely, Chinese impression, minimalist life and Shanghai style classic, which effectively complemented and enriched. The company's home product line and product structure. After the introduction of home lighting products, the company will speed up the construction of lighting products stores nationwide to promote the sales of lighting and household products.
Promote the implementation of fundraising projects
Since Sanxiong Aurora was listed in March 2017, the management has actively promoted the construction of fundraising projects. The company's physical marketing network has been sinking and improving. The expansion project is progressing smoothly, and terminal construction and channel sinking work are rapidly advancing; O2O e-commerce platform construction project, cross The overseas market expansion project of the e-commerce company is proceeding in an orderly manner; the R&D center expansion and upgrading project has added Sanxiong Technology as the main body of implementation, and the implementation site was changed from No. 1 Lambei Road, Lamao Town, Nansha District, Guangzhou to Guangzhou, where Sanxiong Technology is located. Shiyan Town, Panyu District, the city; LED intelligent lighting production base construction project added Zhaoqing Sanxiong as the main body of implementation; LED green lighting expansion project completed the construction of some plants.
2018 business plan
Entering 2018, China's lighting market opportunities and challenges coexist. On the one hand, the technological advancement of the semiconductor lighting industry will promote the continuous application of the industry, and the use of LED products will become wider and wider. At the same time, in the existing application fields, the penetration rate and penetration rate of LED products are getting higher and higher, and the market scale is coming. The bigger. In addition, with the development of society and the improvement of people's living standards, consumers' recognition of brands is getting higher and higher, and first-line brands are facing very good development opportunities. On the other hand, as the lighting market matures, market concentration increases, and the strength of the industry continues to grow, Sanxiong Aurora will face fierce market competition.
Therefore, in 2018, Sanxiong Aurora will focus on key tasks, seize the favorable opportunity of rapid development of LED lighting market and increase industry concentration, and actively expand the home lighting market on the basis of stabilizing the advantages of commercial lighting and tooling lighting market; Further comprehensively consolidate the management foundation, improve the overall operational efficiency of the company; further integrate various resources, comprehensively mobilize all positive factors, and ensure the smooth realization of the company's business objectives in 2018.
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