Behind the FAW car reported huge loss FAW Mazda or arch-criminal-3u8895

Behind the FAW car reported huge loss: FAW Mazda or arch-criminal hot column capital flows thousands thousand comment stocks the latest rating simulated trading client diagnosis sina finance App: Live on-line blogger to tutor you say stocks contest 60 million – trainee newspaper reporter Gong Mengze FAW car first half net profit loss of 826 million yuan, and joint venture brands FAW Mazda has become a drag on the performance of the company’s burden. According to Mazda China official data show that the first half of this year, FAW Mazda sales of 31056 vehicles, down 29.8%. Operating income of 4 billion 53 million yuan, net loss of 7 million 515 thousand yuan. As the FAW’s joint venture brands, FAW Mazda has not only helped the listed company turnaround, but has become the FAW car drag. Insiders told reporters, FAW Mazda is one of the few ten years without innovation and only know the laurels of car prices. The first half of this year, FAW Mazda sales fell to speed up, not only the continuation of the past few years of decline, but also the superposition of new contradictions. There are many problems in the aspects of quality control, service link, especially brand marketing. This is also reflected in the revamped all-new CX-4 and its first SUV model. Data show that in the first half of art sales totaled 11859, down 37.5%. And known as the early harvest orders over 10000 CX-4, in July also sold only 5232, a big step ahead of the footsteps of art. The joint venture brand has become a big loss, according to the FAW semi annual report released in 2016, the first half of the year, the company achieved operating income of 8 billion 490 million yuan, down 38.31%; attributable to shareholders of listed companies net profit of -8.26 billion yuan, down sharply to 613.77%. Although FAW car losses as expected, but this decline is still a sigh of regret. FAW car will cause a loss of performance due to: the first half of the domestic passenger car to maintain steady growth, but year-on-year decline, the company’s main products focus on car market segments, the decline in the growth rate of intensified market competition; in addition, the company sales in the first half of the products are old models, market competitiveness gradually decline, the sales of products and the sales revenue decreased, resulting in the current operating performance loss. Reporter noted that, although the FAW car has not announced its accurate value of FAW Mazda and FAW Pentium two of the company’s sales decline, but the FAW Mazda sales decline is undoubtedly an important factor. From Mazda China official data show that the first half of this year, FAW Mazda sold only 31056 cars, down 29.8%. Operating income of 4 billion 53 million yuan, net profit of -751.5 yuan. Mazda in Changan, 6 months before the cumulative sales reached 86467 vehicles, an increase of 20%, total sales of 73.6% Mazda occupy Chinese. Such a strong contrast, no doubt that Mazda holds high-end models of FAW Mazda seems quite embarrassing. As we all know, today’s FAW sets theory

一汽轿车中报巨亏背后:一汽马自达或是罪魁祸首 热点栏目 资金流向 千股千评 个股诊断 最新评级 模拟交易 客户端 新浪财经App:直播上线 博主一对一指导 你说了算 上炒股大赛分掉6000万   ■本报见习记者 龚梦泽   一汽轿车上半年净利润亏损达8.26亿元,而合资品牌一汽马自达成为拖累公司业绩的累赘。   根据马自达中国官方的数据显示,今年上半年,一汽马自达销量31056辆,同比下滑29.8%。实现营业收入40.53亿元,净利润亏损751.5万元。作为一汽旗下合资品牌,一汽马自达非但没有帮助上市公司脱困,反而成为一汽轿车的累赘。   有业内人士向记者表示,一汽马自达是一个为数不多的十余年无创新而只知吃老本的车企。今年上半年一汽马自达销量加速下跌,既是过去几年跌势的延续,也是新矛盾的叠加。其在质量把控、服务环节尤其是品牌营销方面都存在着诸多问题。   这在改款的全新阿特兹以及旗下首款SUV车型CX-4的身上也得到了体现。数据显示,阿特兹上半年累计销售11859辆,同比下跌37.5%。而号称前期收获订单过万辆的CX-4,7月份也仅销售5232辆,大有步前辈阿特兹后尘之势。   合资品牌竟成亏损大户   根据一汽轿车发布的2016年半年度报告显示,上半年,公司实现营业收入84.9亿元,同比下降38.31%;归属于上市公司股东的净利润-8.26亿元,同比骤降至613.77%。虽然一汽轿车的亏损早在意料之中,但此番跌幅仍然让人唏嘘。   一汽轿车将业绩亏损的原因归咎于:上半年,国内乘用车保持稳定增长,但轿车同比出现下滑,公司主要产品集中于轿车细分市场,增速的下滑加剧了市场竞争;另外,公司上半年销售的产品均为老车型,市场竞争力逐步下滑,产品的销量和销售收入同比均有所下降,致使本期经营业绩出现亏损。   记者注意到,虽然一汽轿车没有公布旗下一汽马自达与一汽奔腾两个公司销量下降的准确数值,但一汽马自达销量大幅下滑无疑是一个重要因素。   来自马自达中国官方的数据显示,今年上半年,一汽马自达销量仅为31056辆,同比下滑29.8%。营业收入40.53亿元,净利润-751.5万元。反观长安马自达,前6个月累计销量达到86467辆,同比增长20%,占据马自达中国全部销量的73.6%。   如此强烈对比,无疑令握有马自达高端车型的一汽马自达显得颇为尴尬。   众所周知,如今的一汽集团其实就是在倚仗合资品牌维持生计。数据显示,一汽58%的整车销售来自于一汽大众,19%的销售来自于一汽丰田。同样作为合资品牌的一汽马自达,非但救主无望,甚至还拖了集团的后腿。   对于一汽马自达存在的问题,在汽车行业中,其实都有一定的共识,其前任田青久在离职时的告别信清楚地提到:“中国汽车市场已经告别了‘黄金十年,各厂家产能无限扩大,与需求的微幅增长,导致供需严重失衡,市场的剧烈变化逼迫我们打破常规。”   然而在现实中,一汽马自达却从未真正的打破过常规。今年上半年一汽马自达加速下跌,既是过去几年跌势的延续,也是新矛盾的叠加。   对此,业内普遍认为,阿特兹和CX-4的造型都还是比较符合中国消费者的审美标准和使用习惯的,要不然长安马自达的销量也不会快速增长,所以关键问题还在企业营销思路僵化甚至倒退。   营销旧疾仍在继续   近几年,长安马自达与一汽马自达的走势,成为业界热议的话题,与蓬勃日上的长安马自达相比,一汽马自达可谓一年下一个台阶。   面对这样的窘境,在短短三个月内,一汽马自达推出了两款战略性产品。包括中期改款的全新阿特兹以及一汽马自达旗下首款SUV车型CX-4。   一汽马自达本意是想通过抢占运动型中高级车市场份额和SUV市场红利斩获一定的销量,但支柱车型阿特兹没有迎来相应的市场反响。   8月10日,一汽马自达在北京召开了阿特兹改款上市发布会上,依旧采用了不合时宜高定价策略的一汽马自达,收获了阿特兹半年11859辆的苦果,仅与雅阁一个月的销量相当,同比下跌37.5%;而在新车方面,由于仍沿用陈旧的营销方式,在火爆的SUV市场,即使携新车优势,CX-4也表现得不温不火。号称收获订单过万辆,上市10天销售6347辆,但7月份仅销售5232辆。   有不愿具名的分析人士向记者表示,一汽马自达是一个为数不多的十余年无创新的企业,多年来吃老马自达6的老本。公司营销策略就是前期虚高定价,后期大幅折价促销。然而,随着如今车市的竞争加剧、更新加快,再加上国人买涨不买跌的心态,原先那套新车型上市、老车型降价的老办法显然已经难以奏效。   另外,据汽车投诉网数据显示,一汽马自达厂家对于车主诉求的存在长期重视程度较差,投诉回复率偏低的问题,网上累计投诉量已经超过300余条。从服务类投诉来看,除服务态度恶劣外,新车销售环节还存在着销售翻新车、拖延合格证、车辆质量差等问题,由此可见一汽马自达还面临着诚信危机。   有行业分析人士向记者表示,一汽马自达在品牌营销、质量把控以及服务环节等方面都存在着诸多问题,未来一汽马自达营销之路亟待改变。 进入【新浪财经股吧】讨论相关的主题文章: