AutoBeta(AutoBeta.net)01/07 Report--

Haima Motor, which has a history of 31 years, fell from the altar to the bottom in only three years. On January 7, Haima officially announced its sales in 2019. According to the data, the cumulative production and sales of Haima in 2019 were 28889 and 29456 respectively, down 52.06% and 56.41% respectively from the same period last year.

At the same time, according to the financial report, the operating income of Haima Automobile in the first three quarters of 2019 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.

In the case of car sales and profits continue to decline, listed company shares were implemented "delisting risk warning", seahorse auto shares changed to "* ST seahorse". In this case, the seahorse car has to go on the road of "selling the house and protecting the shell".

Seahorse sold a total of 401 vacant properties in Haikou and Shanghai in April and May last year, respectively. According to the latest announcement released by Haima Motors, Haima Motor has sold 318 sets and collected 120.22 million yuan.

In addition to selling houses to reverse cash flow, Haima transferred its 39% stake in Henan Haima property Service Co., Ltd. to Qingfeng Real Estate at a price of 116 million yuan on July 6, 2019. On September 26, 2019, Haima transferred its 100% stake in Shanghai Haima Research and Development Co., Ltd. to Ruizhihang Industry at a transfer price of 806 million yuan. Haima Motors made a profit of 430 million yuan in this transaction.

Not long ago, a notice document for the establishment of a company transformation research office of Haima Motor was circulated on the Internet, and there were media reports that Haima Motors was undergoing a transformation and would withdraw from the auto industry due to declining sales. However, for the relevant reports, Haima Motor has issued a description of the relevant situation.

The decline in sales and performance of Haima is mainly due to its weak R & D strength, outdated technology and lack of product layout. At present, the automobile market environment is still in the doldrums, in this case, independent brands collectively develop upward, Haima products fail to form their own bright spots and advantages, and lose the strength of competition. Due to the problem of single product and slow updating, Haima has lost money for two years in a row, and has had to sell property and equity to stop the bleeding, and has made corresponding measures in research and development, marketing, quality and overseas markets.

It is understood that Haima Motor plans to launch the MPV Haima 7X and the second generation Haima S5 PHEV in 2020. Among them, the seahorse 7X has been officially unveiled at the 2019 Guangzhou Auto Show, and the new car is scheduled to go on sale in the second quarter of this year, priced between 10 and 150000 yuan.

In addition, Haima Motors will show off a number of its pure electric models at the 2020 Indian Auto Expo and enter the Indian market. Haima Motors is currently working out relevant plans and negotiating with the local government.

It has been revealed that the overseas models of Haima include the pure electric car combination Aishang 360hatchback, E3 midsize sedan, E5 SUV and E7 MPV produced by Haima Motor Company.

The road to revival of Haima is destined to be not smooth. At present, the automobile market is unpredictable, independent brands are springing up to compete with joint venture brands for market share. In this case, if Haima is unable to form its own advantages, then it will be eliminated from the market, even if it is futile to enter other markets.

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