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It has been more than 30 years since Haima Motor was founded, and it is known by consumers for its cooperation with Mazda to produce cars. After breaking up with Mazda, Haima also wants to develop in the automobile industry through its own efforts. There was also a glorious history in the development history of Haima, and Fumilai and Prima were also popular models, but with the decline of the market in recent years and the fierce competition of various enterprises, Haima's product innovation is obviously insufficient. Its brands are gradually eliminated by the market, and the negative assets of declining sales, profit losses, poor performance and personnel changes one after another.

The annual sales of Haima in 2016 was 216468, up 19.03% from the same period last year. However, in 2017, the total sales of Haima changed greatly, with a total sales of 140432 in 2017, down 35.14% from the same period last year. In 2018, the annual sales lost again, leaving only 67570 units, down 51.88% from the same period last year. In 2019, the plight of Haima has not improved. As of August this year, Haima sold a total of 18755 vehicles, down 63.39% from the same period last year.

From 210000 in 2016 to 140000 in 2017, to fewer than 20, 000 today, it took only two years for seahorse cars to go from 210000 to 20, 000.

With a sharp decline in sales, Haima's performance has lost money for two years in a row. The net profit of shareholders belonging to listed companies was-994 million yuan in 2017 and-1.637 billion yuan in 2018.

The cliff-style decline in sales led to a loss in performance, and Haima Motors, known as * ST seahorse for short, was delisted in April this year.

In order to get back the funds, Haima issued an announcement on the sale of idle anti-production in April and May this year, involving 401 properties, and the news of car companies selling houses is also very fresh. According to the recent announcement on the progress of the sale of idle real estate issued by Haima Automobile, 156 units of 401 properties have been sold, with a sales rate of less than 40%.

In addition, in September this year, Haima signed a share transfer agreement with Zhengzhou Ruizhishang Industrial Co., Ltd., transferring Shanghai Haima Research and Development Co., Ltd., which holds a 100% stake, to Ruizhi Industrial at a transfer price of 806 million yuan. The deal earned Haima Motors a profit of 430 million yuan.

Some industry insiders analyze that this deal will make Haima turn losses into profits and is expected to take off the hat of * ST. However, for car companies, they still sell cars at all. at present, there are Haima S5, Fumailai, Haima M3, Haima M6, Haima 8s and other models, but the update iteration is very slow, and some models still remain at 2017 so far. Obviously can't keep up with the development of the times.

In order to save the precarious seahorse, Haima Motor brought back its founder Jing Zhu to preside over the overall situation. On July 8, Jingzhu made its debut with the seahorse 8s and regarded it as a "lifesaver" for the seahorse. Disappointingly, the seahorse 8s failed to meet Jingzhu's expectations and failed to achieve good results, but it did become the backbone of the family.

As an automobile industry, Haima makes a profit by selling houses and shares, which is not a long-term solution for Haima. For Haima, how to adapt to the development of the times and how to optimize and upgrade its models is a top priority.

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