Serve as with the car truckload the civilian battalion industry that reachs car key component to be core business, numerous peaceful car reachs quality problem because of product exterior in recent years and controversy is ceaseless, cause market attention again and again. As the fact of iron ox-tractor group of large stockholder Ying Jianren charging a person has a good command of money ability cannot be managed well however appear on the market company, the difference of the mass of vehicle that its make, had caused agency to draw protest of banner dimension authority even. A few years short in time, numerous peaceful car has been called jokingly by everybody " the peaceful when protecting " , and fact of iron ox-tractor group accuses person Ying Jianren however with one action enters Hu Run year 100 rich a list of names posted up. What did this legend produce on person body? I think the capital of group of the iron ox-tractor in cannot leaving Ying Jianren hand rear is operated, more cannot leave numerous peaceful car this " hold dish of tool " .
Regard numerous peaceful as the large stockholder of the car, iron ox-tractor group is in this year really very not " law-abiding " . On September 19, numerous peaceful car (000980.SZ) announcement information shows, on September 18, 2018, iron ox-tractor group with its hold 5 of our company, 6.5 million share (occupy our company of total capital stock 2.79% ) what be in what Hua Yongkang subbranch of a bank applies for gold of Inc. of bank of merchant of short for Zhejiang Province for iron ox-tractor group is integrated award a letter not to exceed three 100 million one 10 thousand five yuan whole offer impawn to assure. Afore-mentioned equity impawn register formalities to already registered settle accounts in Chinese negotiable securities on September 19, 2018 branch of Shenzhen of finite liability company is dealt with end. As we have learned, this impawn purpose is financing.
Announce up to announcement that day, iron ox-tractor group holds some appearing on the market company stock is 786, 250, 375, the proportion that holds company total capital stock is 38.78% , accumulative total already the share number of impawn is 704, 349, 058 (contain this second impawn several) , the proportion that holds company total capital stock is 34.74% . And the share price of numerous peaceful car drops all the way from November 2017, up to on September 19 closing quotation, numerous peaceful car is 5.21 yuan, compare with the photograph before 10 months, the share price of numerous peaceful car already halve of by the waist.
The month makes work 65 " the peaceful when protecting " predestined relationship why sales volume dies dish
Held water in order to make the numerous peaceful car of build up of tall copy car 2003, its built car mode to cater to a part to consume ability not quite strong, cannot pay a high end the brand but the consumer that hopes to buy car of appearance bright look again, consequently its realized high speed to develop. Original, numerous peaceful car ever recumbent the T600 fame big a confusion of voices of Q5 of that alike in spirit Ao Di, because be good at imitating, draw lessons from, numerous peaceful begins to be spoken to be put in a secret section " tape measure ministry " ; And numerous peaceful SR9 criterion by numerous car advocate play is called " the peaceful when protecting " , also be exactly like because of the Macan appearance with the nimble when protecting just about and become famous long already, just appeared on the market in a few months for a time the month sells more than 6000, make net red car.
Current the model that the product line below division of numerous peaceful car covers amounts to 19, have a car, have SUV, motor-car having report, from familiar to the ear can the miniature car E200 of detailed arrives in T800 of large SUV numerous peaceful, can say dispute often is abounded. The own car look forward to with other take a broad view, the product position of numerous peaceful can say those who do is very correct, connect " king of own sales volume " auspicious, include to get a gram inside also altogether has 13 models only. But these 19 models contributed 13734 total sales volume for numerous peaceful merely July, you were not misreaded, altogether of so much model sold more than 10000, glide compared to the same period 34.7% , annulus comparing glides 21.0% , it is anyway all sorts of " slip " .
From last year May up to now, newest total sales volume of numerous 18 years when announce in July peaceful created the history new low. Should know to be in last year December, but numerous peaceful total sales volume broke through 60 thousand, 7 months sales volume dropped close 3/4, also be to who do not have. Fractionize arrives in light of the specific sales volume of each models, how " miserable " word Oh? New car of work off of numerous peaceful T500 3020, work off of numerous peaceful T300 2476 (model of new energy resources 75) , work off of numerous peaceful T700 2063, work off of numerous peaceful E200 1919, work off of numerous peaceful T600 1545, numerous peaceful Z300 (sell give 738, the cloud 100 sell give 472, sesame seed E30 sells give 429, the big work off that stride X7 282, the big work off that stride X5 226, numerous peaceful SR9 sells give 65, numerous peaceful SR7 sells give 54.
The T500 sales volume that just appears on the market this year has not nodded features, was infiltrated directly " limbo " . Numerous peaceful T300 and T700 ever had gotten sales volume breaks the bright look result of 10 thousand, drop now and sportive like. Still have RS9 of that peaceful when protecting, also used a year of time of half to 65 trough from 6747 height. So much model, product line is so substantial, sales volume how so poor?
Quality problem frequency is sent, as before light research and development weighs a sale
The car pledges net data shows, since this year, numerous peaceful car already received 350 quality to complain, cover series of the Z below the banner, T series, S series, Damaipin the much money product such as the card. Among them, satisfaction spends the user of numerous peaceful SR9 to be 2.1 minutes only, become consumer to complain a stress. At the beginning of July, numerous peaceful car is newest the model of T700 high end that roll out also is exposed to the sun to go out " steering wheel out of control " . In addition, series of numerous peaceful T600 2015 complain a quantity to ever exceeded 1500 times.
In addition, before before long, numerous peaceful car erupted incident of authority of dimension of 18 agency collective. According to media coverage, dealer of numerous peaceful car issues SUV in sale banner " S series " did not amount to because of outstanding achievement when the product anticipate and gather in manufacturer area doorway, accuse its quality closes nevertheless bring about agency to last for years deficit. To this, although numerous peaceful car is seasonable published statement, say to take this matter height seriously, already communicated with agency, both sides is reached agree and sell joint efforts promotion outstanding achievement, but the quality problem of its backside still on appear vividly paper.
Notable is, company share price is already successive 10 months drop. End on September 19 closing quotation, sign up for 5.21 yuan / , be apart from recently bit 14.89 yuan of November 2017 taller / already dropped nearly 65% , current the city watch of 10.5 billion is to drop defeated 17 billion net assets. And this issues defeat mood continuously besides the market low fan besides, hit to the confidence of company product with partner folding most propbably not to have nothing to do is.
As an own brand truckload manufacturer, the investment of respect of technology of research and development of numerous peaceful car is not enough, and can compare under a person of same business considerably appear on the market company research and development is devoted. This year first half of the year, investment of research and development of numerous peaceful car is 270 million yuan, relatively the corresponding period broke up 90 million yuan last year one times much. Nevertheless, from occupy with business income than looking, the proportion first half of the year is this year 1.79% . 2016, 2017, investment of research and development and of business income occupy score to be 3.62% , 2.82% .
Comparative a person of same business can be compared appear on the market company, 2017, investment of research and development of steam group parent company is 6.341 billion yuan on, occupy than for 11.08% . Research and development throws 6.299 billion yuan Biyadi to occupy than for 5.29% , great Wall car achieves 3.36 billion yuan to occupy than 3.33% , have even sea horse car 663 million yuan. Can discover under contrast, numerous peaceful car throws sheer number in research and development, occupy with business income than waiting for a respect, all be the same as look forward to of drive a vehicle not as good as. Defray of research and development is not outstanding, ability of company future gain can be reflected probably on certain level whether lasting problem.
Nevertheless, although numerous peaceful despises research and development, value sale very much however. It is inside report period, the cost of sales of the company, overhead expenses mixes 575 million yuan for 507 million yuan respectively, than going up growth of year of the corresponding period 132.27% with 112.52% , amplitude is ambitious receive amplitude at battalion, and the cause that causes these two charge to increase, increase be charge of advertisement conduct propaganda considerably, it is inside report period, the advertisement of numerous peaceful car publicized cost to achieve 151 million yuan, promoted nearly 5 times.
Can say numerous peaceful car had entered a dead loop, sales volume of the product below the banner is added fast gliding already was the fact that does not dispute, this affects company income necessarily, income inadequacy affects defray of research and development directly, and research and development throws inadequacy to be able to be brought about again cannot produce the product that has competition ability, the product that has done not have can affect sales volume conversely again. Face governmental subsidy fall off is strengthened and international manufacturer pounds aggravate, numerous peaceful car will must get inside and outside is various bear pressure.
