AutoBeta(AutoBeta.net)03/05 Report--

Production and sales of seahorse cars plunged in January, with monthly production of only 731 or 1327 vehicles, down 87.45 per cent from a year earlier, and sales of 1327 vehicles, down 87.45 per cent from a year earlier.

Sales of seahorse cars continued to plummet in February. Seahorse released sales of KuaiBao in February, with monthly production of 1464 vehicles, down 75.06% from a year earlier, and sales of 1883 vehicles, down 61.7% from a year earlier.

The "peak" of Haima was in 2016, when Haima's annual S5 sales exceeded 100000, with overall sales exceeding 216000 at one point. Then, in 2017, Haima was confident and set an annual sales target of 300000 vehicles, only to be stuck in a quagmire in 2017, when sales hit Waterloo, with only 140000 units sold that year.

In 2018, Haima fell into an endless decline. Haima had no fighting spirit in sales in 2018 and ended up with a performance of 63357, a year-on-year drop of 51%. At that time, the sales of the "proud" S5 was only 17717, a decline of 64%. In 2019, according to the production and sales data in the first two months, Haima still plummeted, with sales totaling only 3210 vehicles in two months.

According to the 2018 performance forecast issued by Haima Motors on January 30th, the net profit of Haima Motors is expected to continue to lose 1.2 billion yuan to 1.8 billion yuan, and the loss is expected to increase by 20.68% 81.02% compared with the same period last year. As for the decline in performance, Haima explained that the main reason was the sharp decline in the company's car production and sales compared with the same period last year, the implementation of the sixth national emission regulations, and the loss of vehicle inventory impairment.

Since its establishment 30 years ago, Haima has stumbled up to now, first building a joint venture factory with Mazda, and then linked to FAW Group. After the sales volume was not easy, the partners abandoned him to climb Changan and FAW, and Haima immediately changed from a joint venture to an independent brand.

Lack of core technology, imperfect sales system, and lack of strategic planning have created today's Haima car. After "parting ways" with Japanese enterprises at that time, the core competitiveness of seahorse products has never been mentioned, and there are too few hands. When competing with competing brands, seahorse automobile products lack core technological competitiveness, and the speed of pushing new products is too slow. Ignoring innovation and upgrading is a "capital crime" in the current fierce market competition.

At that time, Haima Automobile put forward the strategic plan of "cross-strait and three places". It planned to focus on research and development in Shanghai, medium and high-end vehicles in Hainan, commercial vehicles in Zhengzhou and facing the western market. In addition, new energy vehicles were planned. However, in the end, the investment in the development of new cars and the research of new energy vehicles was extremely limited, and there was no intention to actively promote it.

In addition, there are also great problems in the internal sales system of Haima car, which has also been optimized, including the integration and optimization of the sales system of FAW and Zhengzhou, and the re-evaluation of all positions in the sales department. The method of competitive recruitment is carried out internally, but the final result is still not satisfactory.

Haima is the third car company in China that has clearly put forward a timetable for "banning the sale of fuel vehicles." in June last year, Haima announced its future development plan to launch three platforms and four series of models within two years. All models will launch fuel-point hybrid versions; new energy modular platforms will be launched after 2020, and fuel vehicles will be completely phased out in 2025.

At present, Haima Motors is also seeking transformation, partnering with new car manufacturer Xiaopeng Automobile to produce Xiaopeng car products. Nowadays, sales of Haima cars are getting worse day by day, and monthly sales are less than 2,000. Will the marginalized Haima cars have no choice but to do OEM in the future?

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