AutoBeta(AutoBeta.net)07/14 Report--

"A car brand focused on real estate speculation"-netizens poked fun at Haima Motors, which made this unimpressive independent car brand a hot spot on the Internet because of two announcements about the sale of its properties.

A few days ago, Haima Motors responded to the property sale. Chen Kui, general manager of Haima, said that the sale of a large number of properties is a divestiture of Haima's idle assets, and in the future, Haima will also focus on the automobile business, especially the new energy vehicle business.

Chen Quan also said: in the past, Haima did not devote all its energy to cars, but also engaged in real estate development and other businesses, without focusing. Now, Haima should have no distractions, do a good job in the main business, and return to the auto business.

In addition to selling property, the sharp decline in production and sales of Haima's main business and successive losses have also led to the plight of the established independent car brand, which has been operating for many years.

According to the data, Haima sold 67600 vehicles in 2018, down 51.88% from the same period last year. From January to June 2019, the cumulative production and sales of Haima cars were 13000 and 14400 respectively, down 64.59% and 65.16% respectively from the same period last year.

Haima has begun a series of changes since its earnings report, which lost 1.637 billion in 2018, was released.

On April 23rd, due to the negative net profit for two consecutive years, according to the relevant provisions of the Stock listing rules of the Shenzhen Stock Exchange, the Shenzhen Stock Exchange will implement a "delisting risk warning" for the company's stock trading, and the name of the Haima Automobile stock has been officially changed from "Haima Automobile" to "* ST Haima".

In order to change the status quo, Haima first issued two announcements to "sell properties" in a row, selling more than 400 idle properties in less than a month.

According to the announcement of Haima Motors, the cumulative amount of assets disposed of related properties is expected to be about 334 million yuan, accounting for about 2.91% of the audited total assets of Haima Motors. It is estimated that the cumulative impact on the net profit of shareholders belonging to the parent company is about 170 million yuan, accounting for about 10.38% of the audited net profit of shareholders belonging to the parent company in 2018.

On June 26 this year, Haima announced that its Chinese name would be changed from "Haima Automobile Group Co., Ltd." to "Haima Automobile Co., Ltd.". Seahorse said the move is to better reflect the company's business development plan, easy for investors to understand.

On July 6, Haima Motors announced again that it would transfer 39% of its seahorse property to Qingfeng Real Estate at a transfer price of 116 million yuan, which is expected to bring the company about 43 million yuan. Since then, seahorse car officially withdrew from the seahorse property, while the main source of income of seahorse property is the collection of housing rent, which has been in a state of loss.

Chen Kui, general manager of Haima Motors, said that this year, apart from selling its idle assets and launching a new model Haima 8s, Haima Motors will also launch the sixth version of Haima S5, and increase the R & D investment and layout of new energy vehicles.

In addition, Jingzhu, who resigned as chairman in July 2013 for personal reasons, announced in May this year that he would become chairman of Haima Motor again. Jingzhu said he was "determined to return to the front line, recreate the seahorse and lead employees to start their fourth business."

Do you still have a chance to revive the brand when you return to the main business and return to the seahorse of the automobile business?

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