It is not right to say that the Chinese people cut vegetables. General Manager Zhang Xiaoquan apologized!Behind the storm: 70 % of the product depends on foundry

On July 19, the Red Star Capital Bureau, a video of Zhang Xiaoquan (301055.SZ) general manager Xia Qianliang pushed Zhang Xiaoquan into the dispute center again.

In the video, Xia Qianliang said: "It is wrong to cut off the vegetables for decades, and all Michelin chefs are not like this ... why the meat cut from Chef Michelin is thinner because there is a fulcrum in front. The head is inclined, not the design sense, it is consumer education. "

On July 18th, the topic "General Manager Zhang Xiaoquan said that the Chinese people cut vegetables wrong" once rushed to Weibo to search for the first.

In the evening of the same day, Xia Qianliang posted a video of his personal Weibo and said: "The Internet has commented on the topic of" Chinese knife workers ". The video was a long time ago. The situation and context describe the context, which leads to great misunderstandings about this. As we all know, Michelin has not appeared when Zhang Xiaoquan was founded, but I also guided the mistakes caused by my own improper remarks to the understanding of consumers. Sincere apologies."

Xia Qianliang also said that the company is about to launch the "Broken Sword Conversion Order" project. Any kitchen knife purchased in China has occurred in the past five years, including Zhang Xiaoquan brand and designated peer brand. Similar values ​​are replaced with new knives.

Earlier, Zhang Xiaoquan caused heated discussions due to the "shooting garlic cutter" incident. He had issued a message saying that he apologized for the inappropriate communication method of the customer service and said that not all the tools were suitable for garlic. If a tool with professional use is used to shoot garlic, there is a risk of cutting knife. (For details, please poke: Zhang Xiaoquan responds to "shooting garlic and cutting the knife": Not all knives are suitable for shooting garlic in Germany.

Zhang Xiaoquan landed in A shares in September 2021. Before and after the listing, the company's net profit growth rate increased and plummeted.

The company's prospectus and annual reports show that from 2018 to 2021, Zhang Xiaoquan's revenue was 410 million yuan, 480 million yuan, 570 million yuan, and 760 million yuan, respectively, with a year-on-year growth rate of 20.15%, 18.03%, 18.23%, and 32.81%. The net profit of returning mother was 43.81 million, 72.3 million, 77.22 million, and 78.73 million, respectively, with a year-on-year growth rate of -9.52%, 65.04%, 6.80%, and 1.96%.

In the first quarter of 2022, the company's operating income was 210 million yuan, a year -on -year increase of 28.09%; net profit of home mother was 12.457 million yuan, a year -on -year decrease of 45.96%.

Regarding the decline in net profit, Zhang Xiaoquan said that the subsidiary Yangjiang Zhang Xiaoquan Intelligent Manufacturing Co., Ltd. was officially put into production earlier this year. Due to the initial stage of production capacity climbing, the loss in this quarter increased significantly compared with the same period of the previous year. In addition, the domestic epidemic is repeated, and the logistics and express delivery in many areas continue to be blocked, and the income is not as expected. In particular, the company's retail channel management department and core stores are located in the Shanghai area, and the sales of the epidemic are basically stagnant. On the other hand, under the influence of the epidemic, the company has increased marketing and promotion of e -commerce platforms such as Douyin, and the corresponding sales costs have increased.

In fact, Zhang Xiaoquan's sales costs have always been relatively high, several times the cost of R & D, and it is still growing significantly. From 2019 to 2021, the company's R & D costs were 3.47%, 3.51%, and 3.01%, respectively, and the sales costs were 13.28%, 14.53%, and 15.43%, respectively. In 2021, the company's R & D expenses were 22.8777 million yuan, an increase of 14.02%year -on -year; sales costs were 117 million yuan, a year -on -year increase of 41.08%.

In addition, Zhang Xiaoquan's product sales depend on dealers. From 2018 to 2021, the revenue generated by the distribution model accounted for 61.89%, 66.06%, 66.73%, and 65.44%, respectively.

Sales costs and dependence on dealers devoured the company's income, which led to a downward trend of Zhang Xiaoquan's gross profit margin. From 2018 to 2021, the company's gross profit margin was 36.69%, 41.21%, 40.73%, and 38.60%, respectively.

In terms of product production, Zhang Xiaoquan mainly relies on foundry. From 2018 to 2020, the proportion of Zhang Xiaoquan OEM products accounted for 60.81%, 62.03%, and 69.62%of the total cost of the main business, respectively. OEM's product output accounted for 76.5%, 75.2%, and 77.1%of the total product output. In 2021, the company did not announce the specific data of OEM products.

Red Star News reporter Yu Yao Tao Yanyang

Edit Yu Dongmei

- END -