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In the cold winter, Haima has to be said to have been reduced to one of the bottom car companies. A few days ago, Haima Automobile disclosed production and sales data KuaiBao. In October, the company's car production was 1411, down 53.49% from the same period last year; sales were 1267, down 65.88% from the same period last year. From January to October, car production was 21563, down 60.38% from the same period last year; sales were 23246, down 61.10% from the same period last year.

I believe we are all very familiar with Haima Motors, which started a joint venture with Mazda in 1998 and has been established for more than 30 years. It can be said that it is a brand that entered the domestic market very early and sold well all over the country by virtue of Fumilai, Prima and other models. Even though it broke up with Mazda in 2006 for various reasons, the cooperation in those years still accumulated a lot of manufacturing technology. Sales peaked at 216000 in 2016, equivalent to an average of 18000 a month, but now it has been reduced to more than 1, 000.

If calculated simply in terms of "net profit" / "sales volume", Haima's bicycle profit in the first three quarters of this year is-23.2342 million yuan per 22000 vehicles, which is equivalent to a loss of 1056.1 yuan per car. As a result of the low sales volume, a large amount of production capacity in the factory is idle, which is naturally a loss of money, and instead of losing money, the seahorse decided to stop production directly.

Since September this year, Haima has stopped production of basic passenger cars, MPV and crossover passenger cars, and the only model left is the SUV, the new Haima 8S, which was launched in July this year, which was originally seen as a promising model by Haima, but has not been sought after by the market. Its production continued to decline, producing 1411 vehicles and selling a total of 1267, including other models in stock.

According to the results of the first three quarters of Haima, the revenue of Haima in the first three quarters of this year was 3.43 billion yuan, a decrease of 15.07% compared with the same period last year; the net profit and loss attributed to shareholders of listed companies was 201 million yuan. Even though sales are less than some other carmakers, revenue is down only 15%. This is thanks to netizens' positioning of Haima Automobile as "a car brand focused on real estate speculation".

In May this year, Haima announced that it intends to sell idle properties in the Jinpan Industrial Development Zone in Haikou City, with a total of 269 residential units and 15 shops. And in April this year, Haima Motor also issued a sale announcement, planning to sell 36 idle properties in Shanghai and 81 idle properties in Haikou, Hainan Province. Up to now, seahorse has successfully sold 156properties and made a profit of 57.09 million yuan. It is estimated that the net profit of returning home will be increased by 36.68 million yuan, and about 20 million of the final payment will still be received one after another.

In addition, on September 25 this year, Haima Motors signed an "equity transfer agreement" with Ruizhi Industrial to sell 100% of its company, Haima R & D. The deal will bring about 430 million yuan in revenue for Haima Motor. In this regard, Haima Motors said that the deal will help it focus on its main business and optimize its cash flow, which will enable Haima to turn losses into profits in 2019.

For a car brand, there are Haima S5, Fumailai, Haima M3, Haima M6 and Haima 8s models on sale at present, but the update iteration is very slow, and some models still stay at 2017 models so far, obviously unable to keep up with the development of the times. Presumably the seahorse, which is now in jeopardy, even if it has rehired its founder Jing Zhu to preside over the overall situation, and said that it will lead employees to start a business for the fourth time. But obviously in the cold winter, the seahorse has not been able to maintain the core technology of the enterprise, and there will be fewer and fewer industries that can be sold, and it is only a matter of time before the road to elimination will come.

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