AutoBeta(AutoBeta.net)06/12 Report--

The old self-owned brand Haima Automobile recently released the latest sales data. The total sales volume in May was 2981 units, down 62.4% year-on-year. The cumulative sales volume from January to May was 10723 units, down nearly 70% year-on-year. Among them, MPV plate sold only 13 units, down 96.23% year-on-year, and the decline of cars reached 99.03%.

The monthly sales volume dropped by more than 60%, and the annual total sales volume exceeded 70%. Such performance is dismal. In 2016, the annual sales volume of Haima reached 216,000 vehicles, reaching the peak of sales volume. Now only in the past two years, seahorse car has fallen from the peak to the bottom, to the crisis of life and death.

The product category layout of Haima Automobile is relatively perfect, including cars, SUV and MPV. Among them, the car sector declined most severely, with sales of only 50 vehicles in May, down 99.03% year-on-year;SUV sector is the main force of Hippo at present, with monthly sales of 2,918 vehicles, up 20.18% year-on-year, and cumulative sales of 9,566 vehicles this year, down 49.9% year-on-year

Earlier, Haima hopes to reverse the trend, former Haima chairman and party secretary Jing Zhu re-appointed Haima chairman, and said he is "determined to return to the front line, rebuild the hippocampus, lead employees to start a fourth business." This comeback fire fighting, can save the seahorse in deep water, only let time give us the answer.

It also optimized and revitalized existing assets by selling a total of 401 sets of idle properties with a total evaluation price of 334 million yuan in Haikou and Shanghai. However, these are also difficult to save the current predicament of hippocampus. In 2017, hippocampus lost 1 billion yuan, and in 2018, hippocampus lost 1.637 billion yuan. Compared with the loss amount, the proceeds from selling houses are very thin.

Under the impact of various environments, Hippocampus now has no independent research and development ability, reduced to Xiaopeng's foundry, relying solely on foundry is far from enough. As an automobile enterprise, more important is the product strength of the automobile. Haima Automobile has obvious deficiencies in technology renewal and product upgrading.

Seahorse is helpless in the face of huge competition in the car market, and its car brand is difficult to do anything; Launched in 2014, the SUV Seahorse S5 reached its peak sales volume in 2016, but there was no major change or upgrade for several years. Other competitors made efforts one after another. However, S5 only launched a youth version with lower configuration and less competitiveness, which made Seahorse S5 finally weak after 2017. At present, monthly sales have dropped to more than 100 units.

Seahorse also has plans to launch a new model recently, and the Seahorse 8S will officially open for pre-sale on June 15. The new car was unveiled in January this year and officially launched at this year's Shanghai Auto Show. Based on the HMGA platform, the seahorse 8S positioning compact SUV, dynamic and fashionable appearance, rich interior configuration, powered by 1.6T engine, will be officially launched in July.

At present, seahorse cars have also made a lot of self-rescue ways, but they have no substantial effect. It is inevitable that fuel vehicles will be eliminated in the future. Seahorse holds the qualification of new energy vehicles, which is also the only trump card left by seahorse cars.

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