On February 21, at the Vietnam Promotion Conference of Hainan Free Trade Port, Haima Automobile signed a memorandum of understanding with Carvivu in Vietnam, confirming the sales target of more than 10,000 units in the next three years and the cooperation intention of KD assembly of new energy vehicles. Affected by this news, the stock price of Haima Automobile (SZ000572) has risen by 19.83% since the beginning of the year, and the latest market value of Haima Automobile as of yesterday's close is 9.44 billion yuan.
In fact, the overall situation of Haima Automobile is not very good, with cumulative sales of less than 25,000 units last year and an estimated loss of 1.2 billion ~ 1.8 billion yuan. However, as the only vehicle enterprise in Hainan Free Trade Port, there is still some room for imagination and hype in the "car talk".
Accelerate the layout of export business
At the Vietnam Promotion Conference of Hainan Free Trade Port, Lu Guogang, Chairman of Haima Motor, and Gary Cheung, Chairman of Carvivu Company in Vietnam, signed a memorandum of strategic cooperation on the spot, confirming the sales target of more than 10,000 units in the next three years and the cooperation intention of KD assembly of new energy vehicles.
Haima Automobile said: "The signing of the Vietnamese market is an important step for the company to take advantage of the location and policy advantages of the Hainan Free Trade Port to explore the ASEAN market. Haima Automobile will also make full use of its products, technology and experience advantages to help the industrial upgrading of Vietnam's automotive market.
Affected by this news, Haima Automobile's stock price rose to the limit on February 22, the first time this year. Haima Automobile said on the investor interactive platform that the company entered the Vietnamese market in 2009, and its products are loved and trusted by Vietnamese consumers, and it has a good brand foundation in the Vietnamese market.
In fact, despite the booming economy in recent years, companies such as Apple, Samsung and Foxconn have put foundries in Vietnam, gradually turning Vietnam into the "factory of the world". But as far as the automotive industry is concerned, Vietnam's market is still small, with sales of about 500,000 vehicles last year. In contrast, most car companies have focused their development on the more economically developed Thai market, including Great Wall, Geely, SAIC, Nezha, Chery, BYD, etc.
However, in addition to the layout of Vietnam, Haima Motor is also actively exploring the Russian and Myanmar markets. Haima Motor said on the investor interactive platform that the company has achieved prototype exports to Russia. In the future, the company will actively explore new markets according to its own conditions and external conditions, strive to increase product sales, and strive to give back to investors with better business performance.
However, overseas business can not save Haima Automobile, which is currently in a loss vortex, after all, the world's largest automobile consumer market is the Chinese market, and BYD, Great Wall, Geely, Chery and other independent brands have made a sound, and Haima Automobile has gradually become a marginal car company.
Gradually reduced to a marginal car company
On January 30, Haima Automobile announced that it expects revenue of 2.2 billion yuan to 2.6 billion yuan in 2022, net profit loss attributable to shareholders of listed companies of 1.2 billion yuan to 1.8 billion yuan, and non-net profit loss of 1.27 billion yuan to 1.87 billion yuan. As a traditional car company, it has the "strength" to catch up with and surpass the new forces in car manufacturing in terms of losses. In terms of sales, Haima Automobile's annual sales last year were only 24,392 units, down 17.35% year-on-year, which could not catch up with the monthly sales of BYD's hot-selling models. It is not difficult to see that in the domestic market, Haima Automobile has gradually become a marginal car company.
According to the official website of Haima, Haima Automobile's current 2020 Haima 8S, Haima 7X, Haima 7X-E and hydrogen energy models Haima 7X-H, plug-in hybrid model 6P, pure electric model Aishang series, etc. And these models basically do not have any voice and recognition in the market. At the same time, on the sales side, taking the Beijing market as an example, Haima has only one store that undertakes after-sales, and the former dealers have withdrawn from the network.
In this context, it is indeed difficult for Haima Automobile to rise in the domestic market. In 2017, Xpeng Motors cooperated with Haima Motors without production qualifications, and Haima Motors produced its first mass-produced car, the Xpeng G3. This cooperation gave Haima Motors a respite, but with the termination of the foundry contract, Haima Motors still did not see any improvement.
Although, in June 2020, the "Hainan Free Trade Port Construction Master Plan" was released, as the only vehicle enterprise in Hainan Free Trade Port, Haima Automobile has also been hyped, but whether it is new energy or hydrogen fuel cells, Haima Automobile currently does not have the hard power to get its hands on, and it is difficult to support the stock price to continue to rise by relying on the hype concept alone.
Industry insiders said that Haima Automobile needs to have desperate courage to create a popular model and give full play to the advantages of Hainan Free Trade Port vehicle enterprises, in order to reverse the current situation, otherwise it is difficult to return to the mainstream by selling houses.
In the view of "car talk", if independent brands want to achieve rapid development, they are all driven by technology at present, and Haima Automobile needs to come up with core technologies that can impress consumers in order to gain a firm foothold in the automotive market!