[Text / high-tech LED Yue Mengdi] In recent years, the LED lighting market has risen rapidly, and many domestic LED lighting companies are heading in the direction of the big Evergrande.
On November 13, the website of the China Securities Regulatory Commission disclosed the prospectus (declaration draft) of the well-known domestic lighting manufacturer Sanxiong Aurora GEM, and proposed to publicly issue 70 million shares to the public.
According to the prospectus, Sanxiong Aurora's main business income from 2012 to 2014 was 1.431 billion yuan, 1.583 billion yuan and 1.89 billion yuan, with a compound growth rate of 14.91%, which continued to grow. In the first quarter of 2015, the main business reached 321 million yuan, of which LED business accounted for 52.11%, exceeding the traditional lighting business. In 2012, Sanxiong Aurora's LED business accounted for only 6.31%.
“In 2015, our LED business accounted for nearly 70% of the total.†Guoxi, director of Sanxiong Aurora Marketing, said. This is also in line with the company's chairman Zhang Yutao's previous deployment of more than 65% of the LED business in 2015.
From inductive ballasts to electronic ballasts, from incandescent lamps to energy-saving lamps, from T8 fluorescent lamps to T5 fluorescent lamps, Sanxiong Aurora has been successful in every battle of transformation. This time from T5 fluorescent lamps to LED lighting, Sanxiong Aurora is also a long-awaited battle.
The investment in the funds raised in the prospectus has a clear explanation. As can be seen from the table below, more than 40% of the funds raised are invested in the expansion of LED lighting, and about 18% are used in the construction of LED intelligent lighting production bases. Other projects to be invested are all around the main business of LED lighting.
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(Source: Sanxiong Aurora Prospectus)
The sales channel is the hub for enterprises to put products into the market. Due to the rapid replacement of products, channel resources have always occupied a dominant position in the lighting market competition. Only by establishing stable and perfect sales channels can we face market changes and enhance market competition in a timely manner. force.
Sanxiong Aurora has been transformed from traditional lighting and has been perfecting the nationwide channel network to graft the original channels with existing green lighting companies. For the weaker third- and fourth-tier cities, overseas markets and e-commerce channels, the company plans to accelerate the sinking and expansion of sales channels in third- and fourth-tier cities through the implementation of the “Entity Marketing Network Sinking Expansion Projectâ€. Establish a more complete physical marketing network channel; through the implementation of the “O2O E-commerce platform construction project†fundraising project, quickly establish an e-commerce sales platform to achieve online and offline channel expansion and go hand in hand; through “cross-border e-commerce overseas market expansion†The implementation of the project “recruitment project accelerates the company's development and channel construction of the overseas lighting market, gradually expands the influence of the company's brand in overseas markets, and expands the sales of the company's lighting products to more regions around the world.
Sanxiong Aurora follows a strategy of steady advancement. “There are already overseas markets such as Australia, the Middle East and Southeast Asia,†said Wang Jiaxing, the company's overseas marketing manager.
After years of hard work, Sanxiong Aurora has developed an effective and coordinated management system for dealers, and the dealer team has become increasingly stable, effectively supporting the implementation of Sanxiong Aurora's various strategies.
The announcement of the Sanxiong Aurora prospectus has attracted a lot of attention in the industry. It is only a matter of time before the listing of the GEM.
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