Xiali difficult self-help old products continued to slump new type is difficult to carry the -mp7a1

Xiali difficult self-help: old products continued to slump   new type is difficult to carry the task – Finance – people.com.cn Xiali FAW Xiali era after reconstruction of "national car" myth? – when our reporter Kou Jiandong Beijing reported the red Xiali in my mind gradually lost, once created a "national car" FAW Xiali (000927.SZ) seems to be drifting away from the market — not as a listed company announcement, in order to play a ripple in the industry. This is not the FAW Xiali want to see the results, but the models of aging, weak research and a series of ills the fetters of the pace of development of this old car listed companies. Self-help is Xiali must do, but do not know this time listed in the national day before the new car – Chun sent A70, can save the life, and reconstruction of "national car" myth. The strategy of car in the new "window period" for nearly two years, FAW Xiali finally catch up before eleven put Chun faction — the A-class car’s second products A70. And two years ago, Chun sent D60 grand ceremony for the listing, the listing of A70 select the quite fashionable web publishing. On the day of listing activities official website home page, in addition to introduction "makeup star A70, photos and products, the rest of the elements are related to sales — booking drive, sweepstakes, seckill auction registration…… From these details, it is not difficult to see that the FAW Xiali A70 look. "Chun sent A70 Tianjin FAW’s first A-class car, has a very important strategic significance." Although did not appear in the network launch event, but after the general manager of Tianjin FAW sales company Huang Chunming had released the location of A70. In fact, A70 held before listing a month in Chun offline activities, has just been appointed Deputy General Manager of FAW Group will appear in the ceremony site. 16 days later, the FAW Group officially announced that Qin Huanming was appointed Deputy Secretary of the Party committee of FAW group. This seems to prove that the FAW Group of Tianjin FAW and FAW Chun sent to support brand expectations. "Chun sent A70 project start time is around 2013, in line with the mainstream car development cycle. The main force of the whole development of the A-class car is certainly the FAW technology center, more than more than 1000 people team to develop passenger car products." From the field of research and development, the FAW Group secretary and assistant director of car technology center Wang Dongchen also indicated that the FAW Group in Chun sent attention. Chun faction was born in 2014, prior to this, due to the brand image of the conservative, no new models into the long term, once red Xiali created the "national car" the myth of the FAW Xiali since 2010 sales exceeded 250 thousand, only in 2011 sales up slightly by 1.07%. Since its market performance will retreat — in 2012, FAW Xiali annual sales of 185 thousand units, down 26.88%; in 2013, the annual sales of 130 thousand vehicles, down 29.46%. In 2014, FAW Xiali sales of only 72 thousand and 100 units, down nearly 50%. Due to two consecutive years of losses) 一汽夏利艰难自救:老产品持续萎靡 新车型难扛重任–财经–人民网   后夏利时代 一汽夏利再造“国民车”神话?   ■本报记者 寇建东 北京报道   当满街的红夏利渐渐在脑海中逝去时,曾经缔造出这一“国民车”的一汽夏利(000927.SZ)似乎也离市场渐行渐远――除了作为上市公司发布公告时,才能在业界激起一丝涟漪。   这并不是一汽夏利想看到的结果,但车型老化、研发羸弱等一系列沉疴羁绊着这家老牌汽车上市公司的发展步伐。自救,是一汽夏利必须要做的事情,只不过不知道这一次在国庆前上市的新车――骏派A70,能否挽救其于水火,并再造“国民车”的神话。   战略之车   在新车“空窗期”长达近两年后,一汽夏利终于赶在十一前投放了骏派旗下的第二款产品――A级轿车A70。   与两年前骏派D60隆重的上市仪式不同,A70的上市选择了当下颇为时髦的网络发布。在当日上市活动的官网首页上,除了主角A70的“定妆照”及产品简介外,其余的元素都与销售有关――预约试驾、注册抽奖、秒杀竞拍……   从这些细节,不难看出一汽夏利方面对A70的期待。“骏派A70是天津一汽首款A级车,有着非常重要的战略意义。”尽管没有在网络投放活动中亮相,但此前天津一汽销售公司总经理黄春明早已放出了对A70的定位。   事实上,在骏派A70上市前一个月举行的下线活动上,刚刚履新的一汽集团副总经理便出现在了下线仪式现场。16天后,一汽集团正式发布公告称,秦焕明被任命为一汽集团党委副书记。这似乎也证明了一汽集团对天津一汽的大力支持和对一汽骏派品牌的期许。   “骏派A70的项目启动是2013年左右,时间符合一款车主流的研发周期。整个开发A级车的主要力量肯定是一汽技术中心,有超过1000多人的团队开发乘用车的产品。”从研发领域,一汽集团轿车部部长兼技术中心主任助理王东晨也表明了一汽集团层面对骏派的重视。   骏派诞生于2014年,在此之前,由于品牌形象保守、长期没有新车型导入,曾以红色夏利缔造了“国民车”神话的一汽夏利自2010年销量突破25万辆后,仅在2011年销量同比微增1.07%。此后其市场表现便节节败退――2012年,一汽夏利全年销量18.5万辆,同比下降26.88%;2013年,全年销量13万辆,同比下滑29.46%。及至2014年,一汽夏利销量仅7.21万辆,下滑近50%。   由于连续两年亏损,一汽夏利被深交所“戴帽”。面临退市风险的一汽夏利也借此展开了一系列“自救行动”,其中便包括推出全新品牌骏派。   骏派“救驾”   2014年10月,骏派旗下首款车型骏派SUV D60上市,在谈及骏派诞生时,黄春明曾表示,骏派品牌的产品投放会增多,逐渐让夏利、威志品牌淡化、退出。   在骏派品牌发布的同时,一汽夏利也发布了“十三五”规划――将在一汽集团研发中心统一规划下建设11个车型项目、2个动力总成项目和1个基础建设项目。其中便包括9月21日上市的骏派A70。除此之外,按照计划,一汽夏利明年底还将推出三厢轿车以及旅行版车型等,全面覆盖A级、SUV及MPV等细分市场。   “骏派A70将成为骏派品牌的第二大产品系列,不仅丰富了骏派品牌的产品线,未来,骏派A70与D60合力,将成为骏派品牌的销量主力。”天津一汽总经理田聪明同样对骏派A70充满了期待。   然而,在骏派A70成为一汽夏利的“爆款车”之前,田聪明和他的同事们不得不面对骏派D60上市一年来惨淡业绩的现实。9月8日一汽夏利发布的产销数据显示:今年1-8月,一汽夏利累计销售23360辆,同比下滑近50%。其中,夏利系列、威系列销量分别为8211辆和5915辆;而曾被一汽夏利方面寄予厚望的骏派D60,销量仅9234辆。这意味着,在国内SUV市场一片向好的大环境下,D60的月均销量仅1000余辆。   老产品持续萎靡、新车型难扛重任,反映在财报上则一片飘红。8月25日,一汽夏利发布的2016年半年财务报告显示:上半年,公司实现营业收入10.03亿元,同比减少50.93%,归属母公司股东的净利润则为-5.19亿元。资产规模方面,55.29亿元较去年同期减少16.66%,ROE、ROA、销售毛利率、销售净利率等核心财务指标也分别以-51.01%、-9.07%、-28.42%、-51.72%的负增长率全线溃败。   “由于公司现产品所处的经济型轿车细分市场连续多年下滑,公司产品升级和结构调整尚未完成等因素影响,目前公司整体的产销规模较小,产品盈利能力较弱,产能未得到充分 利用。”针对半年报,一汽夏利官方解释称。   “由于产能正处于爬坡阶段,预计今年底骏派销售10000辆。”在包括D60在内的全线产品低迷之时,黄春明希望骏派A70能成为天津一汽“后夏利”时代的一款神车。 (责编:王子侯、乔雪峰)相关的主题文章: