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Recently, Haima released its production and sales figures for July this year. According to the data, Haima sold a total of 2770 new cars in July, down 35.1% from a year earlier, while its July car sales were only 17, down 97.35% from a year earlier. The decline in fuel vehicle sales poured cold water on Haima Motor, and its founder, Jing Zhu, decided to give it a shot and bet on new energy vehicles to save the company.

According to production and sales data released by Haima Motors, its brand sold a total of 2770 new cars in July, down 35.1 per cent from a year earlier, while its cumulative sales from January to July were 17100, down 62.35 per cent from a year earlier. In terms of classification, the sales of seahorse cars in July were only 17, down 97.35% from the same period last year; its cumulative car sales from January to July were 2005, down 87.41% from January to July; the MPV model sales from January to July were 725, down 67.93% from the same period last year; and the cumulative sales of SUV models from January to July were 14465, down 47.37% from the same period last year.

The declining performance has also left Haima Motors in a state of successive losses. According to its report for the first quarter of 2019, the company's operating revenue in the first quarter was 711 million yuan, down 56.09% from a year earlier. In fact, this is not the first time that Haima has made a loss; in 2018, its net profit and loss for the whole year was 1.637 billion yuan, while its total profit from 2010 to 2016 was only 1.778 billion yuan. the net profit lost this year is equivalent to the total profit of seahorse in the seven years from 2010 to 2016. In the three years from 2016 to 2018, the total assets of the hippocampus evaporated from 18.198 billion yuan to 11.458 billion yuan, with an evaporation rate of 37.04%.

In this context, Haima has put all its eggs in one basket, betting only a small amount of money on new energy vehicles. In July this year, Haima Motor and Haima Capital held 51% and 49% shares in Qingyan Technology with cash contributions of 102 million yuan and 98 million yuan respectively, and jointly carried out relevant cooperation in the field of new energy on the platform of Qingyan Technology. According to Qixinbao's information, Haima Motor recently invested in the establishment of Qingyan New Energy Technology Co., Ltd., with a registered capital of 200 million yuan, and its business scope is for the development of new energy technologies, technical services for new energy vehicles and accessories, and so on.

With regard to seahorse's desperate bet on new energy, people can't help but wonder, can new energy really save seahorse cars? In fact, it is quite difficult for seahorses to rely on new energy to save themselves. In recent years, new energy vehicles are popular in the automobile market. Domestic independent brands have invested a lot of money in developing new energy products, and many new car-building forces have made good achievements in the new energy vehicle market. Recently, foreign brands have begun to accelerate their new energy layout in China. In this case, Haima, as a company that has not invested much in R & D since it was separated from Mazda, its technology reserve is far lower than that of other car companies, or even has been far away. Seahorse faces many difficulties in order to get a piece of the new energy car market.

However, Haima is not completely hopeless. Hainan Province recently unveiled a plan for the development of clean energy vehicles, which points out that Hainan will ban the sale of fuel vehicles after 2030, making Hainan the first region in the country to impose a ban on the sale of fuel vehicles. As the only vehicle manufacturing enterprise in Hainan Province, the Hainan provincial government promotes new energy so vigorously that it is bound to give Haima certain preferential policies in the production of new energy. In this context, Haima Motors, as a more influential local car company, undoubtedly has geographical advantages, which is also an opportunity for Haima Motors.

Generally speaking, Haima still has a difficult way to go in the process of entering new energy, but with regard to the current situation of Haima, it is difficult to reverse the plight of fuel vehicles in the market. and the desperate bet on the immature new energy market is a self-rescue strategy.

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