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Since the rebound of the automobile market in the second half of last year, most automobile enterprises have stepped out of the trend of warming up. No matter whether the advantages continue or the automobile enterprises at the edge of the market, there are obvious signs of growth in 2021. According to the sales data disclosed by Haima Automobile today, sales volume increased by 42.63% year-on-year, which can be expected to successfully outperform the market.

However, from the brand sales in January, but only 1636 vehicles; and January output for 1712 vehicles, Year-on-year growth of 171.75%; Although all achieved a large increase, But such results are undoubtedly embarrassing, After all, such sales data is unable to support the company's operations.

According to the current situation of Hippocampus products, only SUV and MPV models are left. There are only three models on sale, namely WeChat electric car Aishang EV, compact SUV 8S and MPV 7X. The above models were launched last year, but obviously they want to have little response. It is worth mentioning that in the hippocampus SUV products also include the OEM Xiaopeng car data, so exactly speaking, the hippocampus real production and sales data will be less.

In fact, in an effort to reduce production costs, Seahorse began shutting down several production lines in September 2019, including the scheduling of basic passenger cars, MPVs and crossover passenger cars, leaving only OEM models and SUV lines for sale. After all, continuous production without sales will only waste more manpower and material resources. It is better to stop work early for cost control.

Now there is a product line of MPV models, also in order to launch a model that seems to be given high hopes by Hippocampus-Hippocampus 7X. This is a model that went on sale in August last year and sold for 125,800 - 149,800 yuan. The biggest highlight of Hippocampus 7X is ample space, which can meet the travel needs of the whole family, especially suitable for families with two children. It is promoted through the advantages of intelligent seven-seat, super-large three-row space and focus on child safety. It is reported that Hippocampus 7X is the first generation 7X built by Hippocampus. It has been developed for more than 4 years and invested more than 500 million yuan. However, from the market performance point of view, the car still failed to help the seahorse bring much impact, so that this 32-year-old car company, has now become a foundry.

In addition, a person familiar with the matter has revealed that the Zhongmou factory, which mainly produces new energy models such as Aishang EV, has been shut down since the end of 2019. Most of the employees of Zhongmou Factory have left their jobs, and a few employees who have not left their jobs have been transferred to Zhengzhou Factory to work.

It is well known that seahorse cars without business ability have been keen on "speculation in real estate" in recent years, during which time they have also realized a lot of profit recovery, but as fewer and fewer assets are sold, seahorse losses can only become larger and larger. According to the performance forecast previously released by Haima Automobile, the estimated operating income in 2020 is 280 - 330 million yuan, and the net profit loss is 900 - 1.35 billion yuan.

Haima Automobile pointed out in the forecast that the performance loss is mainly because the company's automobile product adjustment is still in the difficult stage. The innovative achievements of marketing mode have not been fully reflected, the market performance of the Company's products has not reached expectations, and the automobile production and sales volume has declined year-on-year, resulting in the loss of the Company's operating performance.

In fact, the impact of 2020 on most brands is not small, not to mention the marginal car enterprises such as hippocampus, which are in the middle and lower part of the market, will be more affected by adversity. According to the public data of Haima Automobile, the total sales volume of the brand in 2020 is 17773 vehicles, down 39.66% year-on-year.

Although the seahorse is still lurking on the road to self-rescue, but in the downward environment of the automobile market, the seahorse car on the edge of the industry can only sell fewer and fewer assets. As China's auto market gradually enters the competitive stage of stock, independent brands such as Haima Auto may become the first card washed away by the industry at any time.

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