On December 11, Sanxiong Aurora opened its first home lighting store in Nanchang, marking a significant step in the company's expansion into the domestic market. The opening ceremony was attended by key figures from the company and industry leaders, including 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 the Central China Region, who all participated in the ribbon-cutting ceremony.
The new store showcases a wide range of Sanxiong Aurora’s latest home lighting products, featuring three distinct series: the Chinese Impression Collection, the Minimalist Life Series, and the Shanghai Style Classic Series. Each section is designed to recreate real-life family settings, allowing customers to experience different styles—from simple and modern to traditional Chinese and even Western European aesthetics.
[Image: Sanxiong Aurora Home Lighting Store]
Since launching its new brand logo and concept, Sanxiong Aurora has been actively strengthening its brand presence. On August 16, the company unveiled its new logo at the W Hotel in Guangzhou, along with the brand concept “Yue Enjoy High-End Lighting.†Zhang Yutao, CEO of Sanxiong Aurora, emphasized that this rebranding goes beyond just a visual update; it represents a strategic shift aimed at enhancing brand identity and product innovation.
In September, Sanxiong Aurora announced the appointment of Li Chen as its new brand ambassador. Wang Jun, General Manager of the Brand Management Department, stated that this decision was not just about leveraging star power but also about aligning with evolving consumer trends and deepening the brand's meaning.
[Image: Sanxiong Aurora Brand Ambassador]
Industry experts believe that the integration of Li Chen into the brand image will significantly boost Sanxiong Aurora’s market position. With the new brand concept deeply embedded in marketing strategies, the company is expected to achieve greater visibility and success in the competitive lighting market.
At the same time, the R&D team has been working on developing products that align with the new brand identity. After over a year of research and development, they have launched three new product lines—Chinese Impression, Minimalist Life, and Shanghai Style Classics—each reflecting different cultural influences and consumer preferences.
[Image: Sanxiong Aurora Product Launch]
On October 31, Sanxiong Aurora officially revealed its new home lighting products at the “Jumping and More Wonderful†strategic upgrade event hosted by the Guzhen Starlight Alliance. The launch featured creative presentations, including dance performances and musical interpretations, highlighting the unique features of each product line and reinforcing the brand’s message of “Enjoy high-end lighting.â€
That same day, the Sanxiong Aurora home lighting store on the 10th floor of the “China Light Capital†Guzhen Star Alliance was also opened. This is the world’s first store fully showcasing the new brand logo and concept. Zhang Yutao, Chairman of Sanxiong Aurora, emphasized that the home lighting project is a key part of the company’s long-term strategy.
In 2017, Sanxiong Aurora focused on tapping into the potential of the home lighting market, expanding into second- and third-tier cities, and accelerating product, brand, and marketing development. The company continues to refine its product structure, enhance user experience, and promote the “1+N†development model to optimize market space and improve service efficiency.
From traditional lighting to LED technology, Sanxiong Aurora has dedicated itself to researching, producing, and promoting high-quality, energy-efficient lighting solutions. Over the years, the company has grown into one of China’s most comprehensive lighting brands.
It’s worth noting that the 2017 High-tech LED Annual Meeting will take place on December 21–22 at the Shenzhen Baoan Dunxi International Hotel. Lin Yan, Vice Chairman of Sanxiong Aurora, will deliver a keynote speech titled “From Traditional Lighting to the LED Brand of the First Line,†where industry professionals will discuss key topics such as strategic positioning in the era of deep integration.
[Image: Sanxiong Aurora Logo]
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