AutoBeta(AutoBeta.net)11/25 Report--

In October this year, many independent brands achieved good sales results, while Haima, as one of the domestic independent brands, won only 1265 vehicles in October, and MPV and sedan production have stopped.

With the continuous decline in sales, Haima has suffered huge losses for two consecutive years. According to the third-quarter results released by Haima Motors, the revenue of Haima Motors in the first three quarters was 3.435 billion yuan, down 15.07% from the same period last year, and the net loss was 201 million yuan. Of this total, the operating income in the third quarter was 1.112 billion yuan and the net loss was 23.2342 million yuan.

In April this year, the stock of Haima Company was delisted with risk warning treatment, and the stock was changed from "Haima Automobile" to "* ST Haimai", facing the crisis of delisting.

In May this year, in order to save the seahorse and reverse its declining performance, Jingzhu became chairman of Haima Automobile again. On July 8, Jingzhu made its public debut with the new model 8s. The seahorse 8s is a carefully polished product of the seahorse car, but its performance in the market falls short of the seahorse car's expectations. In October this year, the seahorse 8s sold only 759 vehicles.

In the face of widening losses, it is now difficult for Haima to survive. But in fact, during the SUV dividend period, Haima Motor also benefited from it.

According to statistics, the sales of Haima Ss exceeded 10,000 in May 2016, and the annual sales exceeded 100000, which also contributed to the annual sales of Haima to 216000. In 2017, Haima sold 140000 cars, although it was a far cry from the previous target of 300000. Seahorse cars began to decline after 2018, with annual sales of only 67500 vehicles in 2018, down 51.8 per cent from a year earlier. Today, sales of seahorse cars are still declining.

For the once brilliant Haima, due to the slow iteration of product updates and low product power and other reasons, Haima seems to be powerless, and in the face of persistent losses, it can only survive by "patching things together".

In April and May this year, Haima Motor twice issued announcements to sell 36 idle properties in Shanghai and 81 idle properties in Haikou City, Hainan Province, as well as idle properties in Jinpan Industrial Development Zone in Haikou City, with a total of 269 residential units and 15 shops.

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.

As of Nov. 23, Haima had sold 318 properties, withdrawing 120.22 million yuan, increasing its net profit by 73.64 million yuan, according to the latest announcement from Haima.

When it is no longer possible to make a profit from selling cars, Haima can only make a profit by selling its property and transferring its shares to avoid delisting directly because of persistent losses.

It is worth mentioning that in this year's Singles Day Shopping Festival, Haima Motor has achieved good sales, winning "JD.com automobile store turnover first", "JD.com automobile SUV turnover first", "JD.com automobile category popular keywords first" three firsts.

On November 22, Haima made its debut at Guangzhou Auto Show with Haima 7X and 8s. Haima said that in the fourth quarter, the company will continue to step up research and development of new products and technologies, accelerate industrial upgrading, and optimize the overall layout. Increase new profit points.

The situation of Haima Motor is still very difficult. at present, the dealers of Haima Motor in the north, Shanghai and Guangzhou have almost disappeared. For the future of Haima, some analysts have said that Haima caught up with the golden period of SUV development and achieved good profits. with the competitive pressure of the car market and the downward trend of the market, Haima can not gain advantages in technology and products. In the critical period of the transformation of the entire automobile industry, the arrival of Haima is very difficult to predict.

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