Zhang Xiaoquan's "broken knife" sold 60,000

Recently, Zhang Xiaoquan rushed on the hot search due to the "broken knife" incident, attracting public opinion fermentation!

An old -fashioned knife will be broken by shooting garlic. It can be described as the three views of many netizens. For a time, Zhang Xiaoquan's "cut corners" and "quality unsteady" questioned the sound, and there was a big deal.

Zhang Xiaoquan responded that the "Dragon Bird Double Sword" involved this time is sharp and highly durable. Specialized cutting is not suitable for garlic, but netizens do not care. Can't shoot, is it Zhang Xiaoquan's pot, or does the consumer intentionally make trouble?

A "tragedy" caused by garlic?

Founded in 1628, Zhang Xiaoquan is a well -known Chinese brand name and well -known trademark in China. On September 7, 2021, Zhang Xiaoquan, who successfully landed in A shares, has become a "knife cut first share". Zhang Xiaoquan, who has a history, was in the forefront due to the recent cutting knife door incident.

On July 14, 2022, a number of media, including upstream news, reported on an unbelievable news. After Ms. Wang, the citizen of Guangzhou, used Zhang Xiaoquan's kitchen knife to pat the garlic, but Ms. Wang asked Zhang Xiaoquan Zhang Xiaoquan. After the sales, the answer was "the kitchen knife could not shoot garlic". A stone stirred up thousands of waves. Zhang Xiaoquan's broken knife incident quickly rushed to the hot search.

Upstream News/Picture

With feeling public opinion, Zhang Xiaoquan also made a timely response "Our tools are not recommended to take food sidewalks. If you have a bad strength, it is easy to break the handle. Koizumi also emphasized that "Ms. Wang has been purchased for more than 3 months, but she still arranges a full refund." From the perspective of processing, Zhang Xiaoquan has no slot.

However, the reason why Zhang Xiaoquan explained that many netizens were unwilling. What is the name of this? It can be broken by taking a garlic. Isn't this not reliable?

就连近日张小泉的直播间，都有大量的网友发弹幕调侃“能拍蒜吗”，“蒜都不能拍的菜刀也配拿出来卖？”，这背后有没有竞争对手在添油加醋助推It is unknown.

Of course, some people in the industry also expressed their views on this incident. "Master Zheng, a technician of Chongqing Yic -Steel Company Quality Inspection Center, said that the tools with higher hardness of the hardness are relatively crispy, and the knife cannot be broken when the knife cannot be deformed ..." That is to say This time, the knife incident may be a minor probability event of "affection".

According to the latest news of the Qianjiang Evening News, Xia Qianliang, general manager of Zhang Xiaoquan Co., Ltd., said that in this incident, the products involved were indeed Zhang Xiaoquan, named "Dragon Bird Double Sword", priced at 99 yuan, suitable for suitable The daily use of ordinary family kitchens is a very cost -effective knife.

Xia Qianliang said that the knife was listed in 2018 and is still selling normally. As of June 31, 2022, the number of sales has exceeded 60,000. A total of 11 official consumer complaints received. , Far lower than the company's customer complaint rate standard.

It is not difficult to judge here. Ms. Wang's encounter is indeed very rare. However, Zhang Xiaoquan's after -sales treatment is not wrong. Not only is it refunded, but also a new set of knives to talk about apologies. In short, this "Dragon Dragon Dragon "Two -knife" is actually very reliable.

As of July 15, 2022, Zhang Xiaoquan's stock price was only 16.34 yuan, with a total market value of 2.549 billion yuan. Compared with the highest point of 5.89 billion yuan, it evaporated more than 56%. The lack of market confidence.

The "broken knife" storm is flat, and the operating dilemma is difficult to solve. There is still a series of problems in front of Zhang Xiaoquan. How can Zhang Xiaoquan rush out of mud?

Zhang Xiaoquan, there is no new story!

The first problem in front of Zhang Xiaoquan was to increase the income and not profit. Before the listing, Zhang Xiaoquan's net profit growth rate reached a maximum of 65%. After the listing, the net profit went down all the way:

In 2021, Zhang Xiaoquan achieved revenue of 760 million yuan, an increase of 32.81%year -on -year, which seemed good, but the net profit was only 79 million yuan, which was only 1.96%year -on -year increased by 1.96%.

In Q1 in 2022, Zhang Xiaoquan's revenue was 210 million yuan, an increase of 28.1%year -on -year, and the book was not ugly, but the net profit was only 0124.6 billion yuan, a 46%year -on -year decrease of 46%.

The reason behind this is not difficult to understand. In general, Zhang Xiaoquan is already a listed company, and the scale (shipping volume) is very important. It can be maximized, but the disadvantages of this road are also very obvious. You use the channels of others to pay "tolls" -the rebate amount

This has also led to the continuous decline of Zhang Xiaoquan's gross profit margin in the distribution model:

In 2020 H1, Zhang Xiaoquan's distribution model gross profit margin was 35.75%, which was 19.64%lower than the direct sales model.

In 2021, the gross profit margin of Zhang Xiaoquan's distribution model further decreased to 33%, and

It is not difficult to see that Zhang Xiaoquan has gradually lost the initiative to negotiate with the channel. At this time, the larger the shipment, the higher the revenue data, the higher the gross profit margin, the lower the ratio, and the net profit is directly eaten.

Moreover, paying attention to the distribution model also indirectly led to the serious disconnection of Zhang Xiaoquan and C -end consumers, lack of necessary interactive exchanges, lack of professional research data for support, and corresponding after -sales process optimization. To a certain extent, the intensification of contradictions has been caused to a certain extent. Essence

The second problem faced by Zhang Xiaoquan is suspicious of the technical research and development strength. The century -old ancestor technology is more like "the secret that cannot be said." Hundreds of years ago, the knife mouth was sharp, good steel refined, and embedded steel technology was Zhang Xiaoquan cutting a century ago, but to this day, it seems that there is no new bright (selling) point. Can be quantified.

According to public information inquiry, as of now, 94 patents have been designed in the 135 patents obtained by Zhang Xiaoquan and 39 practical new patents. There are only 2 invention patents with the highest gold content. Among them, the design patents related to product form are mainly based on product forms, and there are few patents that are really enough to build technical barriers.

Wu Xiaobo openly "bombarded" Zhang Xiaoquan in the article "What is a new craftsman": "The new crafts we are looking for are double people, not Zhang Xiaoquan ...".

Baidu Stock Market Tong/Zhang Xiaoquan Financial Statement

The results of technological research and development are not happy, and they can push their attention to R & D emphasis and invest in resource investment. According to financial report data, from 2019 to 2021, Zhang Xiaoquan's research and development investment is RMB 117 million, 120 million yuan, and 23 million yuan, respectively. The proportion of total revenue is 3.01%, 3.51%, and 3.47%in order, while the sales costs and management costs of the same period are high.

Hannibal stills/implant advertisements

From the perspective of the data side alone, Zhang Xiaoquan is more like a traditional marketing -driven marketing enterprise with a century -old brand bonus. Perhaps because of the insufficient research and development of science and technology, it is difficult to support the imagination space of the market value, which has caused the secondary market to have a secondary market. Long -term weakness.

It is worth mentioning that after 400 years of floating, "Zhang Xiaoquan" was also easy to master. In 2007, it was acquired by Fuchun Group. Its blood has changed. The current head of the head of Fuchun is Zhang Guobiao, the chairman of Fuchun, Zhang Guobiao, Qianjin Zhang Xinxia. Although he also surnamed Zhang, he had no blood relationship with Zhang Xiaoquan's younger generation.

At present, the current entrepreneurial is difficult, and the old name is constantly "extinction". We still hope that Zhang Xiaoquan's 400 -year wonderful story can continue to be inherited. However, Zhang Xiaoquan needs more efforts to study hard work.

Reference materials:

Zhang Xiaoquan: A total of 60,000 pieces were sold in the dispute -related kitchen knives, receiving 11 complaints -Qianjiang Evening News

Zhang Xiaoquan of Wu Xiaobo's "Boom Boom" is listed -those things in the Internet

Pozo 55%! The proud Chinese old name, something happened -to see Finance

Zhang Xiaoquan, what can be rely on the name -Giant Chao Wave

Baidu stock market

Tuyuan.com

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