AutoBeta(AutoBeta.net)09/05 Report--

Haima Motors has released its production and sales data for August. According to its data, the production and sales of Haima cars in August were 1688 and 1560 respectively, down 73.65% and 73.96% respectively from January to August. Cumulative sales of 17240 vehicles, down 62.99% from the same period last year.

Broken down into specific categories, basic passenger car, SUV and MPV sales fell sharply, basic passenger car sales were 0, down 100% year-on-year; MPV sales were 66, down 63.93% year-on-year sales of 1494 SUV, down 71.48% from the same period last year.

In the face of the grim situation of seahorse cars, Jing Zhu, the founder of seahorse cars, returned to the stage to save the dying seahorse cars. Haima launched the carefully polished Haima 8S in July as a "lifesaver" for Haima, but in terms of current sales, the effect is modest.

The new car is equipped with a 1.6TGDI engine, and the data released by the manufacturers show that the new car accelerates for 7.8 seconds and starts at a price of 79900 yuan. It is still competitive in the SUV market at the level of 80, 000, but the market sales are not satisfactory for several reasons: first, the product is too single, and its brand has already declined; second, consumers do not regard the seahorse brand as an optional automobile brand. Third, the marketing is too single, the dealer is not strong. Various reasons show that it is a bit difficult for the seahorse to recover.

On July 8 this year, Haima announced that it had reached a strategic cooperation with JD.com Mall. Haima Motors will establish an Internet direct sales channel in JD.com Mall. On September 2, Haima held a handing-over ceremony for Internet direct-selling users at its Zhengzhou factory, announcing that it had won the first place in the JD.com Mall auto merchandise trading list and JD.com Mall auto commodity trading list, and attracted the attention of 936000 fans, with a total of more than 10,000 orders.

But judging from the latest sales data, the Internet direct selling model has not stopped the decline of Haima Motor.

Haima Motor lost money continuously from 2017 to 2018. In April this year, the Shenzhen Stock Exchange issued a delisting warning and changed it to * ST Haima. This also means that if * ST seahorse is still not profitable this year, it will face the risk of delisting.

According to the semi-annual report released by Haima Motor, its operating income was 2.323 billion yuan, down 14.67% from the same period last year, and its net loss was 178 million yuan, which was significantly slower than that of last year.

At present, it is very difficult for Haima to rely on car sales to turn losses into profits. in order to improve the plight of the company, Haima sells houses to survive. In April and May this year, Haima sold its restricted real estate and sold a 100% stake in Henan Haima property Service Co., Ltd., a wholly-owned subsidiary.

* ST Haima said that the sale of idle property is conducive to invigorating the company's idle assets, replenishing the company's liquidity, and is conducive to the company's operation and development. According to * ST seahorse estimates, after the proposed sale of real estate, the company is expected to achieve a cumulative disposal of assets of about 334 million yuan, affecting the company's net profit of about 170 million yuan.

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