Zhang Xiaoquan's ignorance and arrogance

Zhang Xiaoquan, the old brand brand of the knife cut industry that stirred up a huge wave of public opinion because of the madness of "kitchen knives can't shoot garlic". After the hard gas responded to the majority of consumers, the dispute was recently stood at the commanding heights to educate the Chinese people's cut vegetables. There are problems with ways.

After the emergency "kitchen knife cannot shoot garlic", a interview with Xia Qianliang, general manager of Zhang Xiaoquan, once again caused a stir. Xia Qianliang said that the method of cutting vegetables by the Chinese is not right. All Michelin chefs are not this way of cutting vegetables; Zhang Xiaoquan tilted the head in front of the knife through the special design, not for the design sense, but for consumer education.

However, the tools have been used as daily life tools from ancient times to the present, and they should be used by knives to adapt to people, not the usage of people to adapt to tools.

Xia Qianliang's remarks also have a slot. It seems that it is the right standard to hold the Chinese chef by pulling on the Chinese knife. Many factors are mixed together, which inevitably causes the crisis of serious damage to the influence of Zhang Xiaoquan's brand today.

Zhang Xiaoquan's crisis incident at the same time has focused on the performance of increasing income and anti -profit, which has been focused on the "abandonment" of Zhang Xiaoquan, which shows that Zhang Xiaoquan's "internal and external problems" problem is very serious, and it is surprising. Why do you have the courage to "teach" citizens to use tools.

The person who uses a knife is a person, not a knife "use" people

In fact, Zhang Xiaoquan's crisis incident was not only the quality problem of the knife, but also the arrogant attitude behind him, but he did not know.

No matter what industry and brand, it has always been hoping to establish a relatively equal relationship with consumers. Usually, the word "consumer education" is more taboo, and no brand has also appeared on the commanding heights. The situation of the person, so it is not surprising that Zhang Xiaoquan committed the "anger".

Zhang Xiaoquan does not demonstrate consumer demand from the perspective of consumers, but define the pain points with Michelin's external standards, and it is also the judgment of "you have learned decades of cutting vegetables for decades." There are somewhat high stances, and consumers naturally cannot accept this statement. Besides, chefs Michelin stand out and pointed out: Xia Qianliang's different ways to cut vegetables are not knife problems at all, but the problem of knife skills.

As a high -frequency kitchen tool that must be played daily as a daily consumption scenario of the national consumption scene, it is also a real product. The quality and service should be the most important function. It is the most basic function to do a good job of the kitchen tools itself. The ridiculous "changing the method of cutting vegetables to adapt to a knife" should be "creating a tool that the public likes to use."

Once you want to convey the "education" of the brand or product value, it becomes a "lesson" standing at the commanding height, which will lose the service color of the product. But it is clear that the essence of business is to meet demand and serve customers. No one wants to spend money to buy "lessons". Although the "Chinese people cut vegetables and knives are wrong" can be modified with a more "high emotional intelligence" statement, this cannot cover the fact that the brand and consumers are placed on the opposite side of the opposite side.

Both pole differentiation profit

When arrogant emotions grow within the brand, it affects not only a more explicit link such as public relations and marketing, but also the full link operated by enterprises, but the most obvious direct response is reflected in the level of profitability.

As one of the large domestic production enterprises, Zhang Xiaoquan's overall operating performance in recent years is not satisfactory. According to its financial report, from 2018 to 2021, Zhang Xiaoquan achieved operating income of 410 million yuan, 484 million yuan, 572 million yuan, and 706 million yuan respectively. From 2021 to 2021, RMB 43,885,500, 72.307 million yuan, 77.216 million yuan, and 78.738 million yuan, a year-on-year increase of -9.52%, 65.04%, 6.80%, and 1.96%.

In other words, in addition to the significant increase in net profit in 2019 during the above period, Zhang Xiaoquan has increased by about 65%in 2019. In the past two years, he has dived in net profit growth, and even less than 2%in 2021. In addition, in the past three years, Zhang Xiaoquan's growth rate of non -net profit has also plummeted. From the growth rate of 44.93%in 2019 to only 3.36%left in 2021, it made people sigh the severe bipolar differentiation performance of increasing income and anti -profit.

Attorney

Perhaps Zhang Xiaoquan has already been in a brand crisis at this time, and the most sensitive capital market has already fled.

Zhang Xiaoquan's highlights in the capital market also have to view 450%of the stock price on the day of listing, and the highest point per stock price reached 38.16 yuan. At this time, the company's total market value reached about 6 billion. However, after only one day of rise, Zhang Xiaoquan's stock price opened the road.

However, it has been collectively valued by institutional investors, and the brand power of the capital market is at stake. According to public information, as of March 31, 2022, among the top ten shareholders of Zhang Xiaoquan, only Bank of China-Dacheng preferred hybrid funds also held company shares, and the previous reporting period Funds such as Bank of Communications and China Merchants Bank are the top ten shareholders of the company.

At present, the above -mentioned funds have withdrawn from the company's top ten circulation shareholders, which has also caused many investors in the market to speculate that the company has been abandoned by the institution. Back to the "kitchen knife cannot shoot garlic" incident itself brought the brand's brand power, Zhang Xiaoquan tried to remedy and launch the "Broken Sword Conversion Order" project, promised that the kitchen knife purchased in China would be a broken knife accident in the past five years. It occurred, including the Zhang Xiaoquan brand and designated peer brand. The company can exchange new knives according to similar models and similar values.

But the belated "horses cannon" is ridiculous. This is clearly the evidence of the rest of the brands through the method of recalling the knife. , Not because of the quality of Zhang Xiaoquan's knife. It is worth exploring that if the "dead sheep make up" psychology and issue a "cutting order", then what is the intention of recovering the knife of other brands? Moreover, as a kitchen tool for daily consumables, it will not be retained after breaking the knife for 5 years.

For Zhang Xiaoquan, looking for mass consumption needs to improve the consumer experience to maintain brand power and establish a good communication channel with consumers, it may bring a trace of turning. Maybe when Zhang Xiaoquan can respond strongly to a strong response "Our tools can shoot garlic, and can also cut off the internal and external problems of the enterprise."

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