Obviously, Zhu Jing hopes to become a "key variable" to revitalize the hippocampus again.
20 19 is the southernmost year of China automobile industry. In this year, the Matthew effect intensified, and many car companies gradually fell behind because of lack of competitiveness. Haima automobile is undoubtedly the most prominent one.
Last year, Haima Automobile was very difficult, its sales continued to decline and its performance suffered losses. The stock trading of listed companies was warned of the risk of delisting, and the stock name of Haima Automobile was officially changed from Haima Automobile to *ST Haima.
The data shows that Haima Automobile165438+1October * * produced 2426 vehicles, down 57.39% year-on-year, and the sales volume of165438+1October was 2364 vehicles, down10.22 year-on-year. The cumulative sales volume of Haima Automobile1-1month was 256 10, down 58.95% year-on-year.
At the same time, in the first three quarters of 20 19, Haima's revenue was 3.43 billion yuan, down15.07% compared with the same period of last year; The net profit loss attributable to shareholders of listed companies is 20 1 10,000 yuan. The stagnation of automobile business has plunged Haima into a quagmire.
When the building is about to collapse, only Jing Zhu, the founder of Haima Automobile, can stand up again and become a "rescuer". Zhu Jing, which has just returned to China, has encountered a much more difficult environment than in the past.
At present, there are two main problems facing Zhu Jing: one is the serious polarization of independent brands in the cold winter of the automobile market, and the other is the negative emotions caused by years of losses.
He deeply realized that in the current complicated situation, to revive the hippocampus, we must "not take the usual road."
Industry slimming, new product development, channel reform, Zhu Jing's "three axes"
In the view of Kung Fu car, the biggest problem facing hippocampus is the loss in successive years. How to "stop bleeding" and return to the "main track" is also the first problem that Zhu Jing needs to solve. Therefore, Zhu Jing's "first axe" is to slim down the industry and "stop loss" for huge losses in successive years.
In April and May when Zhu Jing came back, Haima made a strategic adjustment. By selling 40 1 set of idle real estate in Shanghai and Haikou, I hope to achieve the purpose of "blood transfusion" for hippocampus.
At the same time, Haima Automobile also transferred its 0/00% equity of Shanghai Haima Automobile R&D Co., Ltd./KLOC-at a price of 806 million yuan.
Through the top-down slimming and reshaping of Haima automobile industry, Zhu Jing has shown a glimmer of hope for Haima automobile to accelerate its return to the "main track" of building cars.
After the industry slimmed down, in order to solve the disadvantages of lagging new products and insufficient product strength, Zhu Jing gave the "second axe", which is to return to the "technical hippocampus".
On July 8, 20 19, hippocampus 8S was officially listed. The biggest highlight of the model is the 1.6TGDI engine independently developed by Haima. This engine has a maximum horsepower 195Ps, a maximum torque of 293n·m, an acceleration of only 7.8 seconds per 100 kilometers, and a combustion efficiency of 37% ... These data even exceed many products on the market 1.8T or even 2.0T It is worth mentioning that Haima 1.6TGDI engine has also been selected as 20/kloc engine.
Of course, for Zhu Jing, this is far from enough, especially under the wave of the new four modernizations. Therefore, facing 2020, Haima will continue to launch new products, including the MPV product 7X designed with a new concept and an electric vehicle product under the "deep blue strategy".
Although it is not an immediate thing to promote technological innovation through new products, it is still the right way for Zhu Jing to regain the label of "Technology Hippocampus".
In addition, the reform of sales model is the "third edition axe" after the return of Zhu Jing. At the same time of the 8S listing, Haima joined hands with JD.COM to launch a new model of "unbounded retail" for internet car purchase. Although the effect of the new automobile model in the current consumer market has yet to be verified, it also shows the firm reform attitude of Haima Automobile.
Judging from the "three axes", Zhu Jing still carries out the business philosophy of "first fine, then strong, then stable", and there are also many bold innovations in the process, which may also announce that Haima Automobile is back on track.
Go overseas, or become a booster for hippocampus rejuvenation.
In addition to comprehensive innovation in many fields, Haima has also begun to try to explore overseas markets, which is also regarded by the outside world as a "different way" for the revival of Haima.
According to a spokesman for Haima Automobile Company, "Haima Automobile is ready to enter the Indian automobile industry." At present, Haima Automobile is planning for the Indian market and is negotiating with the local government.
Of course, the challenge of changing from "domestic sales" to "export" may not be simpler than "gaining a foothold" in China. After all, the different national conditions, the huge difference in product demand between the local market and the domestic market, and channel sales all need Haima to try its best to overcome.
However, coins always have two sides. Taking advantage of the opportunities and policy advantages of Hainan's comprehensive promotion of the free trade pilot zone and actively responding to the "Belt and Road" strategy will still bring positive effects to the revival of Haima.
Kung fu is angry
The road to the revival of hippocampus may not be smooth. With the change of automobile industry environment, I'm afraid there won't be much time left for Zhu Jing.
But in any case, Jing Zhu's "devotion to the game" is still worthy of the persistence of the older generation of autobots.
At least, the hippocampus still shows us the "dawn" of its revival. With the introduction of new products and system reorganization, we also expect to see a better seahorse in 2020.
This article comes from car home, the author of the car manufacturer, and does not represent car home's position.