Why did Haima invest 1.2 billion to build an electric vehicle factory?

Haima's monthly sales of more than 10,000 models are still the SUV model S5 launched in 2016, and S5 has always been proud of Haima's key model catalog, and launched second-generation, youth version and other extended models. In 2016, Haima also made a profit of 100 million yuan, and S5 accounted for a large share of it. In 2017, Haima began to launch a focus on category strategy, focusing on SUVs and strong power, especially focusing on the S5, which is repeatedly mentioned in the annual report.

However, the situation began to change in 2017, and according to the monthly production and sales data voluntarily disclosed by Haima, the sales volume of the SUV category began to decline by 12% from January 2017 to 40% in May of the same year, to 60% in September of the same year, and even fell by 12% in November 2018. All the way up and down, ups and downs, to March 2019, the decline in Haima SUV sales fell year-on-year. "Haima's SUV strategy intervened too late, and 2018 was already the ceiling of SUVs, but we didn't see much improvement in Haima's sales.

Cao He told a reporter from Time Weekly.

The Board of Directors of the Company is taking proactive measures to eliminate the risk of delisting as soon as possible. Haima Automobile said in the delisting risk warning announcement that the first of the main measures is to take advantage of the launch of new products such as Haima S8 to adjust the product structure and increase production and sales. However, Haima did not reply to the difference between the S8 and S5, which are also powerful SUV models.

Sun Zhongchun, chairman of Haima Motors, once compared Haima to Haima in public that it is experiencing the "fourth venture". In 2018, Haima achieved a year-on-year growth of 73%, but the annual sales were only 10,000 units, and in 2019 there is not even a timetable for the launch of new energy vehicles.

Haima Motor said that after the S8, Haima will launch a seven-seat multi-functional family car tailored for multi-family at the end of the year, and plug-in hybrid (PHEV) and new variable platform electric vehicles will be launched on the market at 300 km, 400 km and 500 km. However, by 2020, the subsidy for electric vehicles has been fully reduced, and Haima only focused on launching new energy vehicles at that time, which is obviously too late.

Haima Motor announced that it expects a loss of 1.2 billion to 1.8 billion yuan in 2018, compared with a loss of 100 million yuan in the same period last year. The main reasons for the loss: the company's automobile production and sales fell sharply year-on-year; The Company conducts impairment tests on the inventory of complete vehicles, overstocked inventory, idle equipment, etc., in accordance with accounting standards and accounting systems, and provides for asset impairment losses; The company's overseas export projects are affected by changes in the international situation, and there is a major risk in export accounts receivable, and the company conducts a single impairment test on this part of the accounts receivable and provides for asset impairment losses.

Haima Automobile has been in decline in recent years, especially since 2017, the decline in performance has been more obvious, with an annual loss of up to 100 million yuan, a year-on-year decline of more than 500%, and it is also the first time since 2010 that Haima Automobile has turned from profit to loss. In 2018, the target sales volume was reduced from 400,000 units in 2017 to 180,000 units, and only 63,357 units were completed.

The company's overseas export projects are affected by changes in the international situation, and there is a major risk in export accounts receivable, and the company conducts a single impairment test on this part of the accounts receivable and provides for asset impairment losses.

By 2020, the subsidy for electric vehicles has been fully reduced, and Haima only focused on launching new energy vehicles at that time, which is obviously too late.

Haima began to focus on the category strategy, focusing on SUVs and strong power, especially focusing on the S5, which is repeatedly mentioned in the annual report.

Electric vehicles are now energy-efficient and more energy-efficient than fuel-efficient.

In order to highlight the "master of the house" S5 repeatedly mentioned in the annual report.

Haima Motors has been in decline in recent years.

In December 2016, the Haima@3 electric car was officially launched, and its 2016 comfort version model has reached some dealers across the country; The Haima @3 can be regarded as a pure electric version of the fuel model Haima M3 compact car, with a manufacturer's guide price of 10,000 yuan.

As a pure electric version of the Haima M3, the Haima @3 pure electric vehicle does not adopt the latest design of the gasoline version in terms of appearance, but remains the same as the old M3. The Seamaster EV latte art on the side of the car and the @3 logo on the rear indicate the identity of this new energy model.

There are too many brands of electric vehicles, and it mainly depends on whether the battery works. Personally, I think the seahorse is average.

Generally, the battery can't run that long. One year warranty, I drove Rongtai Shengbaolong, it's OK. You can only buy a simple car within 2,000.

It's rubbish, the failure rate is high, the battery life is too little 60 kilometers must be charged, I have one that can't be driven for a month, and now it can't be charged. It's inconvenient to repair, and it's too long to wait.