The domestic LED lighting industry giant Sanxiong Aurora's net profit in the first quarter of 2018 increased by more than 50%, causing high market attention. However, its response to market changes is also worth learning.

On April 27, Sanxiong Aurora released the first quarterly report of 2018. The report shows that from January to March 2018, Sanxiong Aurora's total operating income was 439 million yuan, a year-on-year increase of 17.32%; the net profit attributable to shareholders of listed companies was 36.442 million yuan. , an increase of 56.73%.

Sanxiong Aurora said that the LED lighting market penetration rate and application range continue to expand, the market scale is rapidly expanding, and the rapid growth of the industry has boosted the company's performance growth; at the same time, the company's extensive sales channel network, strong technology research and development strength, With complete manufacturing capability and strict product quality control system, the brand has a high reputation and market influence in the industry, and is in a favorable position in the process of market concentration improvement.

However, it is worth noting that although the market scale is constantly expanding, due to the lower barriers to entry in the lighting industry, industry concentration has been relatively low. However, with the evolution of industry competition, 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.

In the LED lighting industry that is changing so fast and the increasing competition situation, how will Sanxiong Aurora, which is transformed from traditional lighting, be dealt with?

Sanxiong Aurora said that in order to cope with the trend of intensified competition in the industry, the company will adhere to the positioning of high-end products in the lighting industry, adhere to high standards and strict requirements in product design and material selection, and further consolidate its leading position in the professional lighting market; The investment in home lighting market and brand promotion efforts to expand the company's product market space and optimize the company's business structure.

At the same time, under the premise of ensuring product quality, the company continuously optimizes the supplier system, optimizes product design, strengthens inventory management, improves production efficiency through automation transformation and employee training, and minimizes the impact of rising raw material products.

In addition, in order to avoid the risk of new product development, the company has increased investment in research and development, introduced excellent R&D and management talents, strengthened the combination of R&D and market, and ensured that R&D projects are closely related to market demand; The products are put into the market for testing in small batches, and the results of mass production are organized after the results are verified to minimize the risk of product development.

On the one hand, Sanxiong Aurora will promote the implementation of each project as soon as possible under the existing conditions. In addition, the projects that cannot be promoted as planned will be postponed according to the actual situation, and strive to promote the completion of relevant projects as soon as possible. Before the fund-raising project fails to meet the production conditions, the company will increase the production capacity and ensure the sales growth by means of technological transformation and rational planning of new production capacity in the original plant.

It must be said that for today's LED lighting companies, the proportion of LED applications is already high, lighting companies will face a growth bottleneck. Sanxiong Aurora continuously optimizes its business structure and enhances its product competitiveness through continuous research and development and innovation. In addition, the expansion and optimization of the marketing system, the marketing channels continue to sink, the number of terminals continues to grow, with the increase in the coverage of sales terminals and the increase in density, will further promote the growth of performance.

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