AutoBeta(AutoBeta.net)08/25 Report--

Seahorse officially announced its results for the first half of 2019. According to the report, the operating income of Haima Motor in the first half of the year was 2.32 billion yuan, down 14.7% from the same period last year; the loss was 180 million yuan, down 35.7% from the same period last year; and sales were 14000, down 65.9%.

According to the financial report, after a loss of 1.16 billion yuan in the fourth quarter of 2018, Haima Motor lost another 180 million yuan in the first half of 2019, but both month-on-month and year-on-year growth, and the disadvantage of the loss has been controlled to a certain extent.

Due to two consecutive years of losses, the company's stock was changed from "Haima Motor" to "* ST Haima" in April this year. For seahorses, taking off the "ST" hat is a top priority, and one of the solutions is to deal with idle assets on hand.

In April and May this year, Haima sold twice and decided to sell a total of 401 idle properties, which aroused strong public concern. Through the sale of real estate, to ease business pressure, the situation of seahorse cars is indeed not optimistic.

In the face of the grim situation of Haima, Jing Zhu, the founder of Haima, has returned to the stage, and for Jingzhu, the biggest challenge is to solve the sales problem of Haima.

Since its annual production and sales peaked at 217000 in 2016, Haima's sales have declined year by year, selling only 14000 in the first half of this year, less than the monthly sales of some of the best-selling cars on the market.

In view of the plight of Haima Motor, Haima Motors has carried out a series of reforms:

In terms of products, Haima will implement a category strategy, learn from the Great Wall, and focus on the layout of market segments such as SUV and seven sedan chairs.

In addition, Haima will focus on new energy vehicles in the future. We will step up research and development to complete the overall layout of electric vehicles, plug-in hybrid vehicles and hydrogen fuel cell vehicles.

In terms of marketing, Haima announced that it had reached a strategic cooperation with JD.com to turn Haima into the first traditional car brand to fully sell online and cancel the 4S store model.

Haima also mentioned in the financial report that reforms will be carried out in six areas: research and development, marketing, quality, operation, human resources and overseas markets in the second half of this year, in order to improve product sales and bring the enterprise out of the trough.

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