Jingwei Quick Comment: Zhang Xiaoquan's research and development is invested "not in place", what support is high -end

Zhongxin Jingwei, July 19th (Chang Tao) "You have studied for decades and cut vegetables are wrong." The remarks, the old name that has not been completely released from the "patting garlic" storm has been pushed to the cusp again.

Xia Qianliang said in a widely circulating video that why the meat cut from Chefsin is thinner and cucumber slices are more transparent because there is a fulcrum in front. Zhang Xiaoquan slanted the head in front of the knife, that was not a sense of design, that was consumer education.

In this regard, some netizens commented, "I have made for decades with a kitchen knife, and you still use you to educate." "If you want to push your own products, there is no need to step on it. Is there a need for meals? "

The "head tingling in front of the knife" in Xia Qianliang's mouth is an innovation made by Zhang Xiaoquan in the style. In fact, as the old name, especially in the cutting market with a low repurchase rate and fierce competition, Zhang Xiaoquan has been innovating in the past few years. Among them, high -end is a way it chooses.

When responding to investors, Zhang Xiaoquan once said that the company vigorously promoted the development and sales of high -end products, and successively introduced the logo of the "Quanjin" and "Haiyun Bath Day" as a sign of the high -end product line. At present, the two logo logos are identified as the two emblems. The proportion of product sales income in total revenue is close to 10%.

Zhongxin Jingwei Reporter search for Zhang Xiaoquan Tmall's official flagship store and found that a store in the store is called "Zhang Xiaoquan Japan Damascus Slot Slot", which is priced at 1,599 yuan, and a price of "Zhang Xiaoquan Song Damascus Slip" is priced at the price. 926 yuan. In addition, the store also has an ordinary kitchen knife of about 40 yuan.

However, Zhang Xiaoquan's "vigorously promoting the development of high -end products" has not been reflected in the financial report. Data show that Zhang Xiaoquan's investment in research and development is not high.

In 2021, its R & D investment was about 23 million yuan, an increase of less than 3 million yuan over the previous year. In fact, in the past three years, Zhang Xiaoquan's R & D investment was 117 million yuan, 120 million yuan, and 23 million yuan. R & D investment accounted for 3.01%, 3.51%, and 3.47%, respectively.

In contrast, Zhang Xiaoquan did not spend the marketing costs. In 2021, Zhang Xiaoquan's sales cost reached 117 million yuan, which was 5 times that of R & D investment during the same period. In the first quarter of 2022, Zhang Xiaoquan Company increased its platform promotion by 70%, which also caused its net profit to greatly drop by 46%.

Although the high -end route is not necessarily related to R & D investment, as a company that is mainly tool for tools, Zhang Xiaoquan almost "does not move in place" in R & D investment, and it is difficult to make investors and consumers see its sprint high -end market. Determination and prospects. Even more terrible, after experiencing the "can't shoot garlic" storm, consumers have doubted Zhang Xiaoquan's product quality.

For the old -fashioned name, it is essential to promote marketing, but determining whether a company can go long -term marketing, but products and technology. Whether it is the old name or the new Internet celebrities, it is easy to get astray when it is obsessed with marketing and ignoring the cultivation of internal skills. Persist in the spirit of the craftsman, persevere in a certain thing, and do it to the extreme. This is the long way of the old name. (For more report clues, please contact the author of this article: [email protected]) (Zhongxin Jingwei APP)

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Editor in charge: Luo Yan

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