AutoBeta(AutoBeta.net)05/16 Report--

Haima car sales plummeted, two years after a huge loss of 2.6 billion, April 23 was delisted risk warning treatment, 24 officially changed to "*ST hippocampus". China's auto market sales continue to decline, entering the era of stock competition, falling independent brands want to save the market through new products in a short time is almost impossible, but this operation of seahorse cars, let everyone stunned.

In order to optimize and activate the stock assets, the company plans to sell some idle real estate located in District 1 and District 2 of Chuangye New Village, Jinpan Industrial Development Zone, Haikou City and Jinpan Avenue, Jinpan Industrial Zone, through bidding and entrusting intermediary agencies to hang out in the second-hand housing trading market according to market prices. Including 269 residential units and 15 shops, with a total area of 1741 square meters and a book value of 30.9 million yuan. Most of the 269 residential units are properties with an area of no more than 30 square meters.

Only partial screenshots, a total of 284 sets of dense property sales information.

Not long ago, Haima Automobile also issued an announcement to sell real estate, publicly selling 36 idle real estate (total area 4339.5 square meters) located in Shanghai City and 81 idle real estate (total area 6280.6 square meters) located in Haikou City, Hainan Province, with original book value of 33.8617 million yuan.

Two announcements on the sale of real estate totaled 401 suites, with a total value of 64.76 million yuan. Haima Automobile urgently needs to seek "realisation of selling houses".

However, compared with the huge loss of 2.6 billion yuan in two years, even selling 401 suites failed to fill this big hole, which is still a small amount compared with selling automobile assets.

Look at the comments of netizens, all very interesting: hippocampus, focus on the car brand of real estate speculation!

Haima Automobile has been established for 30 years. It has been famous for cooperating with Mazda to produce automobiles. After parting with Mazda, Haima Automobile has been brilliant for a period of time on the road of building its own brand. However, with the intensification of market competition, the product strength and R & D innovation ability of Haima Automobile are obviously insufficient, and the news of sales decline, performance loss and personnel change continues one after another.

Influenced by the market environment and its own factors, the sales volume of Haima Automobile in 2018 was only 67,570 vehicles, down nearly 52% year-on-year. Waterloo mode began in 2019, and the accumulated sales volume of 7742 vehicles in the first four months decreased significantly by 72.2% year-on-year.

Haima used to have two main sales models, namely Fumei Lai and Haima S5. It used to be an independent model with monthly sales of ten thousand vehicles in the market. With the weakening of brand power and backward market competition, the sales volume is now much lower than before. Lack of core technology, brand promotion is not active enough, strategic planning is not clear, on today's seahorse car.

As sales continue to decline, Haima lost 1 billion yuan in 2017, losing profits for the first five years alone. The hippocampus in 2018 continues to deteriorate, with a loss of 1.637 billion yuan that year, an increase of 65% year-on-year. The total loss in two years exceeded 2.6 billion yuan, losing the accumulated profits of hippocampus in the previous 16 years. As the net profit for two consecutive fiscal years is negative, the stock name is also changed from "Hippocampus Automobile" to "*ST Hippocampus", facing the risk of delisting at any time.

Haima Automobile gives four countermeasures, one of which is "optimizing resource allocation, activating stock assets, disposing idle assets and increasing cash flow of the company", which is the above-mentioned announcement to sell some real estate measures.

The remaining three-point plan measures are as follows: adhere to market orientation, implement new marketing, adjust product structure, improve production and sales volume, improve profitability and sustainable operation ability of the company by taking advantage of the listing opportunity of new products such as hippocampus 8S; strengthen research and development of new products and new technologies, accelerate industrial upgrading, optimize overall layout and increase new profit growth points; We will increase revenue and reduce expenditure, strengthen overall budget management and cost control, strictly control various expenses, reduce operating costs, improve operation and profitability, and maximize the profitability of our main business.

Haima Automobile is also the third car enterprise in China that has clearly put forward the timetable of "ban on selling fuel vehicles". According to the plan of Haima Automobile, hybrid technology will be fully applied to its products in 2019, the sales volume of new energy vehicles will reach 30% in 2020, and fuel vehicles will be eliminated in 2025 to bet on new energy.

However, the reality is that seahorses continue to lose ground in the field of fuel vehicles, and new energy vehicles have not achieved much.

With a serious decline in sales and a loss in performance, can Seahorse still survive alone until 2025?

Welcome to subscribe to the WeChat public account "Automotive Industry Focus" to get the first-hand insider information on the automotive industry and talk about things in the automotive circle. Welcome to break the news! WeChat ID autoWechat