Sanxiong Aurora is a manufacturer of green energy-saving lighting products, famous for engineering lighting, is one of the "three traditional lighting masters" in China, quite competitive, has won the "Top 100 Brands in China's Building Materials and Home Furnishing Industry", OFweek Best Intelligent Lighting Product Award, Design Company (Institute) Preferred Best Lighting Brand and other awards.
 
In 2017-2018, LED products accounted for more than 90% of the total revenue of lighting products, and the annual revenue scale was about 2 billion yuan, between the second echelon and the first echelon. The overall business strategy is similar to Opple Lighting, there is no OEM business, and NVC, Sunshine, and Foshan are more or less OEM for foreign manufacturers, so the gross profit margin of Sanxiong Aurora is also relatively high in the industry, second only to Opple Lighting.
 
In terms of channels, although the number of Sanxiong Aurora's stores is also quite a lot, reaching more than 3,000, second only to Opple Lighting and NVC Lighting, but the channel network is not as perfect as Opple Lighting, mainly distributed in first- and second-tier cities, some stores have both commercial lighting and home lighting products, and the e-commerce channel is relatively weak, so the sales expense rate is far less than Opple Lighting, about 12%.
 
Since Sanxiong Aurora has been focusing on commercial lighting, tooling lighting and other professional lighting markets in the early stage, its brand influence in the general consumer market is relatively weak, which can also be seen from the "Top Ten Lighting Fixture Brand Network Word-of-Mouth Monitoring Report (2017)". According to the report, Sanxiong Aurora is relatively low in terms of brand popularity and reputation, only before Sunshine Lighting and some cross-border manufacturers.
 
Sanxiong Aurora was a non-listed company until 2017, compared with a number of local time-honored brands and international giants in the lighting industry, there is an obvious gap in scale and brand influence, the foundation is relatively shallow, and its technology research and development capabilities are also one of its shortcomings. As of 2016, there are only 36 patents of Sanxiong Aurora, most of which are utility model and appearance patents, and only 1 invention patent.
 
In recent years, Sanxiong Aurora has accelerated its channel layout in the home lighting market, set up an independent home furnishing products division, implemented the channel sinking strategy in first- and second-tier cities, and increased investment in e-commerce, adding Tmall, Jingdong and Vipshop flagship stores to form a synergistic effect of offline experience and online consumption; In the first half of 2018, R&D expenses increased by 22.41% year-on-year, accounting for 1.89% of operating income.
 
From the perspective of the main e-commerce products on sale, although Sanxiong Aurora does not have unique products, it has conventional bulbs and tubes, which are enough to meet the general lighting needs. Among them, LED bulbs mainly include Fanxing and Blazing Star series, Fanxing series is a common MD LED PC/PMMA material shell bulb, the power spans 3W-15W, and the color temperature is 3000K and 6500K optional, but the series is a low-cost product of Sanxiong Aurora, the unit price is roughly 2 yuan/watt, so the performance is not outstanding, the luminous flux is basically only about 70lm/W, which is a three-level energy consumption product, and the heat dissipation scheme is only plastic-clad aluminum, which is slightly worse than the heat dissipation scheme of a single aluminum substrate.
 
The Blaze series positioning is slightly higher, the series is LED filament bulb, in addition to the light source for LED, the overall shape and incandescent lamp is not much different, the shell is made of transparent glass, due to the high cost of blown glass shell, the unit price is much higher than that of the Fanxing series, roughly in 4-5 yuan / watt, and other brands of similar products on the market.
 
The Blazing Star series bulb LED light efficiency can reach 100lm/W, which is far better than the Fanxing series, and is close to the first-class energy consumption standard, but the Blaze series is only 4-7W, of which the 7W product supports brightness adjustment, because the power is generally not large, so it cannot be used for large-area lighting. In addition, although the light transmittance of glass material is better than that of PC/PMMA, the glare is also more powerful, so it is best not to look directly when working, or it is recommended to use it on lamps with lampshades.