On December 11, Sanxiong Aurora opened its first home lighting store in Nanchang, marking a significant step forward in the company's expansion strategy. Attendees at the opening ceremony included Chen Songhui, Vice President of Guangdong Sanxiong Aurora Lighting Co., Ltd., Jiang Weihua, Chairman of Sunshine Jinpeng Lighting Association, Nie Jianqiang, General Manager of Sanxiong Aurora Home Furnishing Department, Lin Ruqing, Marketing General Manager, and Li Dong, Director of Central China Region. The event was attended by key industry figures who took part in the ribbon-cutting ceremony, signaling the brand’s growing influence in the home lighting sector.
The new store showcases a range of innovative home lighting products developed by Sanxiong Aurora, including the Chinese Impression series, Minimalist Life series, and Shanghai Style Classic series. Each collection is designed to reflect different aesthetic styles, from traditional Chinese influences to minimalist modern designs and even European-inspired elegance. The store also features life-sized room setups that allow customers to experience how each lighting style can transform their living spaces.
Since unveiling its new logo and brand concept, "Yue Enjoy High-End Lighting," Sanxiong Aurora has been actively strengthening its brand presence. On August 16, the company launched its new logo at the W Hotel in Guangzhou, accompanied by an official announcement of its refreshed brand philosophy. Zhang Yutao, CEO of Sanxiong Aurora, emphasized that this rebranding goes beyond aesthetics—it represents a strategic shift aimed at enhancing brand identity, product design, and marketing strategies.
In September, the company announced the appointment of Li Chen as its new brand ambassador. Wang Jun, General Manager of the Brand Management Department, highlighted that the choice of Li Chen was not just about leveraging star power but also about aligning with evolving consumer trends and deepening the brand’s meaning. Industry experts believe that this move will help Sanxiong Aurora better connect with its target audience and drive growth in the competitive home lighting market.
Meanwhile, the R&D team has been working on developing new product lines that align with the brand’s vision. After more than a year of research and development, three new collections were introduced: the Chinese Impression series, which blends traditional Chinese culture with modern design; the Minimalist Life series, offering simple yet elegant lighting solutions; and the Shanghai Style Classic series, inspired by the city’s unique cultural heritage.
At the end of October, Sanxiong Aurora unveiled its latest home lighting products during the “Jumping and More Wonderful†strategic upgrade event hosted by the Guzhen Starlight Alliance. The launch featured creative presentations, including performances and music, to highlight the brand’s new offerings. That same day, the company also opened its flagship store on the 10th floor of the “China Light Capital,†further reinforcing its commitment to the home lighting segment.
In 2017, Sanxiong Aurora focused on tapping into the potential of the home lighting market, especially in second- and third-tier cities. The company worked on refining its product lineup, enhancing brand recognition, and optimizing marketing efforts. With the introduction of new home lighting products, Sanxiong Aurora aims to adopt a “1+N†development model, aiming for greater market penetration and improved customer service.
From traditional lighting to LED technology, Sanxiong Aurora has consistently focused on innovation, producing energy-efficient and environmentally friendly lighting solutions. Over the years, it has become one of the most comprehensive lighting brands in China. Looking ahead, the company will continue to invest in research and development, ensuring it remains at the forefront of the lighting industry.
As a final note, Sanxiong Aurora will be participating in the 2017 High-tech LED Annual Meeting in Shenzhen on December 21–22. Lin Yan, Vice Chairman of the company, will deliver a keynote speech titled “From Traditional Lighting to the LED Brand of the First Line.†This event brings together over 400 industry professionals to discuss critical topics such as strategic positioning in the era of deep integration.
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