The manager "broken" the backbone, which is more terrible than Zhang Xiaoquan's knife!

Who would have thought that a cold kitchen knife would completely detonate the hot search in summer in 2022?

Zhang Xiaoquan's "broken knife" storm continued to ferment. Friends such as Wang Mazi, Yangjiang Eighteenzi and other friends joined the battle one after another, and began to stabbing marketing. Yes:

After the garlic was broken, the educational users were in the back, depending on the reasonable needs of the people, the ability to be very charming for Michelin, a 400 -year -old brand, lacking basic brand self -confidence. Intersection

If the knife is broken, you can change it. What should I do if the backbone is "broken"?

"Ruthless characters" for yourself!

Some companies 'senior management is a small ability to flutter fire. Some companies' executives are the young super people. In recent days, Zhang Xiaoquan has repeatedly settled in the search list. Xia Qianliang, the general manager of Zhang Xiaoquan, what exactly did he attract all the firepower?

Xia Qianliang/Picture source Zhang Xiaoquan official

"You have learned for decades (methods/movements) are wrong!", "All Michelin chefs are not cut like this" ... You have read it right, these two sentences have set off a stormy and stormy public opinion. The general manager of Koizumi Xia Qianliang, although on the evening of July 18, Xia Qianliang responded that the relevant video was selected in the first phase of last winter. The original complete video could not be found, but the majority of netizens still did not buy it.

The reason why all netizens felt offending, Xia Qianliang made the following three mistakes:

Can the Chinese really do not cut vegetables? Whenever you have watched "China on the Tip of the Tongue", you won't say such ignorance. Even if you haven't seen the show, the duck knife workers of the Chinese kitchen chef in Beijing roast duck shop have seen it? Just a street restaurant, the kitchen cutting potato shreds is no stranger to? Even in the vegetable market, the aunts who sold the meaty meat with three times and five were chopped out of the meat, right?

Zhang Xiaoquan, as the old name with a history of nearly 400 years, was originally a cultural signboard. Michelin has only been in 200 years. It is really compared to the understanding of Chinese cuisine culture and the understanding of Chinese people's habits. Which foreign brand will be more than China. The brand is strong? At this time, Xia Qianliang served as the Michelin standard as Gui, and was scolded by netizens to "forget the ancestors". Is it wrong? Ask weakly, do the chefs of Michelin restaurant use Zhang Xiaoquan?

Furthermore, a professional manager of the old Chinese brand brand revealed the charm of foreign brands and unconfident in the bones of its own brand. This is the deep reason for netizens. , I may not even cook for cooking, so why should I educate the Chinese people who have been tled for a lifetime?

Maybe it is difficult to calm down the public opinion, maybe it is really aware of the seriousness of the problem. Xia Qianliang also apologized late yesterday at night. Habitual product

However, the mall is like the battlefield, just when Zhang Xiaoquan was trapped in the vortex, competitors successively moved, especially Wang Mazi, which was a whole day in the live broadcast room. Then, even the gentle and low -key Yangjiang ten The eight sons all shouted for his knife "not only shot garlic", which was full of gunpowder.

Left: Yangjiang Eighteen Zi, Right: Wang Masaki

Of course, at this step, Zhang Xiaoquan blame himself. After all, from the beginning, the company’s response path is biased. In fact, the people do not care about the knife and the garlic. You can't shoot garlic, is the quality of your knife?

Zhang Xiaoquan's response to the evidence of the country's target is actually difficult to resonate. The general public patting garlic in the kitchen is normal. This angle persuades consumers, not to mention the broken "Dragon Bird Double Sword", the official price is 99 yuan, and a 100 -dollar knife cannot be shot garlic. Symptoms.

As for Xia Qianliang's previous improper remarks, it is unknown whether competitors traded behind them, but the so -called body is not afraid of shadow oblique. If you say that there is no problem, what are you afraid of? In the final analysis, it reflects the low public relations capacity of the company's crisis and high -level values.

However, as "the first stock of Chinese knives", Zhang Xiaoquan is willing to be "bullyed" by friends?

In 400 years, Zhang Xiaoquan has become "taste"!

Unexpectedly, Xia Qianliang, who was in the cusp of the wind, was shown in a wave of big moves when the back of the abdomen was the target of the enemy and the masses, which made the industry people see each other. Young netizens are confused, what is the cleverness of this?

The sharp -eyed netizens should have paid attention to. At the end of the video apology, Zhang Qianliang also released the "Broken Sword Calling Order", saying that as long as Chinese consumers have had broken knife accidents in the past 5 years, Zhang Xiaoquan will follow the designated brand (not announced yet). Zhang Xiaoquan's similar models and similar values ​​are repaid for new knives. I have to say that Xia Ganxia is a high person.

In the first time, if the knife of a friend also happens, then the reports that have not been reported before, through this kind of "cheap, not occupy or not,", it will probably emerge to social media. One example, then Zhang Xiaoquan's cutting -cut crisis will no longer be exclusive patents. Once a friend and businessman find the same "cut knife" incident, the credibility will also be questioned. Furthermore, Zhang Xiaoquan also does not fight without preparation. According to the latest media reports, Xia Qianliang said that the "Dragon Bird Double Sword" involved in the incident was listed in 2018 and is still selling normally. As of June 2022, in June 2022, On the 31st, the sales volume had exceeded 60,000. A total of 11 official consumer complaints received, and the customer complaint rate was only 0.0183%, which was far lower than the company's customer complaint rate standard. Before the convening order, the risk control had been done.

It can make friends "nervous", and at the same time, it also establishes a archway that blames to the end. Zhang Xiaoquan's Xia Qianliang is less than that of Jia Yueting on the other side of the ocean. It is indeed a rare business figure:

According to public information, Xia Qianliang, born in 1984, is very business -minded. After graduating from high school, he has earned college tuition through tutoring. In the fall of 2003, Xia Qianliang just smelled business opportunities in the first grade of Fudan University. Wan, is the first bucket of gold for its;

In 2004, Xia Qianliang was invited to the "Special Training for the English Entrance Examination English Special Training" series. In less than 6 months, he achieved a net profit of 100,000 for him and several classmates.

In 2007, the Culture Culture was restructured and further upgraded to the Hong Kong Cultural Holdings Group.

In 2009, Xia Qianliang had exceeded 10 million. At that time, in an interview with the media, he said that "I want to be China Murdoch, not Bill Gates", which shows that Xia Qianliang is deeply affectionate to management, which is the subsequent professional manager of the professional manager. The road lays the foundation;

In 2010, Xia Qianliang successfully selected the list of the China Alumni Association and the 21st Century Talent News, which became the "2010 China University Entrepreneurship Rich List".

The post -80s after graduating from Fudan, once known as the "young godfather" of Chinese business!

Xia Qianliang, who is already the general manager of Zhang Xiaoquan, a listed company of A -share, has also been the identity of Fuchun Holdings president and the general manager of Zhejiang Kung Shong E -Commerce Co., Ltd. and Fuchun President Zhang Guobiao (now Zhang Xiaoquan's actual controller), Alibaba, Intime Group, SF Group, and "Tongda Department" have launched the formation of Cainiao Network Technology Co., Ltd.

In view of its rich experience and harvest of its rich experience in Shanghai, it can be seen that Xia Qianliang is not a fame and leisure, but now there are series of problems in front of him.

Zhang Xiaoquan's 400 -year -old brand, the most proud of his ancestral skills. However, it is embarrassing that nearly 70 % of the company's products actually relied on foundry. According to public financial reports and other data, from 2018 to 2020, the cost of OEM products accounted for the Lord The proportion of total operating costs is 60.81%, 62.03%, and 69.62%in order. OEM product output accounts for 76.5%, 75.2%, and 77.1%.

In addition to a large number of products relying on foundry, its sales costs are also much higher than R & D expenses, especially in 2021, Zhang Xiaoquan's sales fee is as high as 117 million yuan, which is 5 times that of its R & D investment. , Also constantly eaten Zhang Xiaoquan's net profit. In Q1 in 2022, Zhang Xiaoquan increased by 70%due to the vigorous promotion of the short video platform, which directly led to a 45.6%net profit of the same period.

Taken together, Zhang Xiaoquan is more like a traditional marketing -driven marketing enterprise with a century -old brand dividend. Imagination space has caused long -term weakness in its secondary market.

Zhang Xiaoquan, will there be new stories?

Wait and see!

Reference materials:

400 -year -old "broken knife", Zhang Xiaoquan has "bitterness" and difficult to say -those things of the Internet

General Manager Zhang Xiaoquan's latest response: Why did Michelin compare — Observer.com

It is wrong to say that the Chinese people cut vegetables. General Manager Zhang Xiaoquan apologized. Behind the storm: 70 % of the products depend on foundry -Red Star News

Xia Qianliang, general manager of Zhang Xiaoquan, claims to be Fudan Confucianism, wants to be China Murdoch -upstream news

Zhang Xiaoquan's crisis is not just to shoot garlic -interface news

Tuyuan.com

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