At the same time, we found that 630 Haima cars rolled off the assembly line in June+10/October this year. Previously, some media have confirmed that all of them are Tucki G3 models, which means that Haima has been producing 0 cars for two consecutive months. Putting these two pieces of information together, I can't help asking, what will happen to Haima, as a foundry, after its self-built factory in Tucki is put into production?
Two years of huge losses of 2.6 billion, turning losses into profits by selling houses.
In fact, Shanghai horse has had a hard time in recent years. The financial report shows that the corporate losses of Haima Automobile in 20 17 and 20 18 were 994 million yuan and1637 million yuan respectively. Haima, which suffered a huge loss of 2.6 billion yuan in two years, was warned of the risk of delisting.
In order to revitalize and optimize assets, Haima embarked on the road of "selling houses for wealth". From 2065438 to May 2009, according to the real estate disposal plan published by *ST Haima twice, the total number of real estate disposal was 40 1, covering an area of 28035 square meters. It is estimated that the accumulated asset disposal amount is about 334 million yuan, and the accumulated net profit of the company is about 65.438+70 million yuan; 2065438+September 2009, Haima Automobile transferred Shanghai Haima Automobile R&D Co., Ltd., which holds 100% equity, to Zhengzhou Ruizhishang Industrial Co., Ltd. for 806 million yuan.
"Selling the house" made Haima turn losses into profits in 20 19. According to the annual performance report, the net profit attributable to shareholders of listed companies is 90 million yuan-654.38+03 million yuan, realizing the positive income of enterprises.
Production stopped for two consecutive months, and hippocampus was delisted.
Hippocampus once had its glory. Haima Automobile was established in 199 1, which is an earlier automobile enterprise in China. In 1990s, Haima acquired the technology and models of Japanese Mazda, successfully put into production Mazda 323, and introduced Prima and Familia after 2000. After Prima went public, its market share in MPV once reached 80%, and Familia also became the title of "new three" of national automobile. However, with Mazda establishing joint ventures with FAW and Chang 'an in China market, Haima has been unable to obtain Mazda's models and technologies, which has also led to the fact that the products independently developed by Haima have never been in the mainstream position in recent years.
According to the information of the Federation, the cumulative total sales volume of Haima Automobile in 20 19 was only 29,456 vehicles, down 56.438+0% year-on-year; The annual output was 28,889 vehicles, down 52.06% year-on-year. Among them, the sales volume of SUV was 25,665,438+06, a year-on-year decrease of 38.15%; Automobile sales were 2,046 vehicles, down 90.91%year-on-year; MPV sales were 79 1 vehicle, down 78.26% year-on-year. By 2020, affected by the epidemic, the output in the first two months will be zero. In terms of market sales, a total of 623 vehicles were sold during1-February, all of which were Haima S8, and all other models were zero.
In the face of the current predicament, Zhu Jing, the head of Haima Automobile, once said, "We are losing money, not going bankrupt". Insiders said, "In a sense, cars are no longer the main business of Haima. How much land did Haima take in Zhengzhou? Real estate is an area that really makes money. "
For this reason, Haima, which is not the main automobile industry, has been suffering from speculation about when to withdraw from the market. 20 19, 12, it is said on the internet that FAW Haima set up a transformation research room, which made Haima catch the rumor of delisting. Of course, in the end, Haima Automobile made a rumor.
Jing Zhu's return, can hippocampus 7X turn the tide?
In fact, Jing Zhu, the founder of Haima Automobile, returned to the Jianghu in 20 19 after being dormant for 17 years, and once again shouldered the heavy responsibility of Haima development. Zhu Jing's return should show everyone the determination and confidence to revive Haima. After returning to work, Jing Zhu took the lead in putting forward the principle of "seven noes" in business, emphasizing not deteriorating cash flow and not pledging core assets. In improving performance losses, he used fixed assets and changes in equity to quickly realize cash flow and enhance cash flow.
And what we are most concerned about is the new action on the product side. Zhu Jing proposed to update the product with the rhythm of "minor change in one year, major change in two years, and replacement in three years", and was also expected to personally launch the brand-new hippocampus 8S on the platform. Zhu Jing also bluntly said that Haima S8 should directly compete with Haval H6 to achieve monthly sales of over 10,000 yuan. However, the actual sales volume proves that the performance of 8S is not optimistic, and the cumulative sales volume in 20 19 years is only 630 1 set.
Obviously, the first model of Zhu Jing's comeback did not achieve the expected results, but it is undeniable that, after all, the hippocampus S8 is only a modified model. The real pillar ballast stone should be Haima 7X, a brand-new MPV model to be launched in 2020. This car has a brand-new face value and technology configuration. There are two models, six-seat and seven-seat. Equipped with 1.6T engine, it is aimed at mass consumers.
Hippocampus used to rely on Prima for a while, but now the situation has changed. Now the MPV market and even the whole automobile market are in a downward state. It is understood that from 20 15 to 20 18, the market share will reach 7.5% from 10.7%, and the market share will only remain at around 7% in 20 19. In 20 19, the sales volume of MPV13.72 million vehicles decreased year-on-year 18.2%. At that time, Prima ate crabs in the MPV market, but now, in addition to the enduring joint venture models such as GL8, independent brands such as Wuling, Baojun and Auchan have gained a firm foothold in the market by relying on low-price strategies. At this time, it is difficult for hippocampus to rely on MPV to pry open the market.
This article comes from car home, the author of the car manufacturer, and does not represent car home's position.