A broken knife and a joke, the century -old brand is facing the word "collapse" -how many knives are there in Zhang Xiaoquan?

Zhang Xiaoquan (301055), who has the reputation of "knife cutting the first share", has been fermented for more than two weeks because of the garlic of garlic. During this period, the topic around "broken knife" has always troubled this old brand brand with a history of nearly 400 years.

On the Shenzhen Stock Exchange's interactive easy platform, investors' sharp questions are endless: "Is there any knife that is suitable for Chinese food?" "Is your kitchen knife sold to Michelin?" "How do Chinese people cut vegetables? Is it right? Are there any instructions? "... These questions, Zhang Xiaoquan did not respond until the evening of the 28th.

From the pride of the nation to the "collapse" of word of mouth, Zhang Xiaoquan took only a few days. However, in addition to focusing on the information of the storm center, the "century -old name" of the "century -old name" in Hangzhou is equally worth exploring.

Is it a good kitchen knife to shoot garlic?

There is such a sentence in Jin Yong's novels: "There are grievances where there are people, and there will be rivers and lakes when there are grievances." The same is true of the knife cut industry.

No, shortly after Zhang Xiaoquan was boarded by "garlic scheme" on Weibo, "Wang Mazi" jumped out.

Who is the "Wang Mazi"? In the Chinese knife cutting market, there has always been the saying of "North King South Zhang". This "North King" is "Wang Masaki". It was born during the Shunzhi period of the Qing Dynasty. It is famous for its good knife cutting. It is also a Chinese old name with a history of more than 300 years.

On July 14th, a garlic show that took more than 21 hours in the Douyin live broadcast room of "Wang Masako", attracting a total of 450,000 people to watch. The "drunkard" of "Wang Mazi" is quite obvious: Zhang Xiaoquan can't shoot garlic, but "I" can, and it is too capable!

The eighteen sons from Yangjiang, Guangdong simply shot cobblestone in the live broadcast room to prove that his kitchen knife is extremely hard, and there is no possibility of being "dark garlic".

("Eighteen Son works" filmed a cobblestone in the live broadcast room)

For a while, the kitchen knife has become an important means of dazzling skills in major knives and cutting brands. This method of sprinkling madly on the opponent's wound is a marketing trick. However, there seems to be more people watching the lively live room. "Wang Mazi" on the 14th, the live broadcast sales were less than a thousand pieces on the 14th, and the sales were only over 80,000 yuan.

Is it important to shoot garlic in the kitchen knife? Obviously, the kitchen knife cannot be shot, which is inconsistent with the common sense of life of the people. What's more, Zhang Xiaoquan, who can't shoot garlic, is actually a well -known trademark from the top knife cutting industry?

In the face of doubts, Zhang Xiaoquan also gave an explanation: Due to the selected steel reasons, it was not suitable to shoot garlic. However, in general, Zhang Xiaoquan's conventional knife can be used to shoot garlic.

In fact, Zhang Xiaoquan's kitchen knife cannot be used to shoot garlic. The customer service of the well -known cooking utensils Supor and Esta also stated that it is not recommended to use their kitchen knife to row garlic and cucumber horizontally. It may damage the toughness of the knife due to angle and other reasons, causing breaks.

The well -known kitchenware brands from Germany were not spared. As early as 2019, a Weibo netizen showed out the double -standing kitchen knife that broke the garlic at home, and voiced: "The German brand is not the case. Ask the customer service, and the Chinese people will not consider the Chinese people will be used by the Chinese when they are designed. Shooting garlic! "In the message, many netizens said that the double -person kitchen knife purchased was broken because of the garlic.

(Netizens talked about the "Shuangli" kitchen knife was broken by patting garlic)

Today, Shuangli's customer service still reminds consumers: "Avoid using any Shuangli kitchen knife noodles to shoot cucumber, garlic and other ingredients."

However, there are exceptions. The customer service of the eighteenth son clearly stated that his own product can shoot garlic: "The material of the knife is Sanhe Steel, with high hardness and strong corrosion resistance, so the product is very durable."

It seems that in the face of "Vajrayana Garlic", the head players in the knife cut industry are more or less confident.

Behind Lianggang Jing, what else is Zhang Xiaoquan?

However, Zhang Xiaoquan's question is just not to shoot garlic? Maybe it may not be.

After the "broken knife" incident was fermented, some netizens took out pictures and videos of various quality problems under Zhang Xiaoquan's knives. For a while, Zhang Xiaoquan, who claimed to be the first sales of the entire network (Taobao, Tmall) "kitchen knife" industry, even questioned the main business.

Lianggang fine work, this is the concept of knife making at Zhang Xiaoquan. On the eye -catching position of Zhang Xiaoquan's official flagship store on the "Tmall" platform, the 36 traditional handmade processes of Zhang Xiaoquan were proud of Zhang Xiaoquan. But now, is the foundation of this concept strong in question?

(Zhang Xiaoquan often hangs "Lianggang Square")

The term "quality" has appeared in Zhang Xiaoquan's prospectus 249 times. It is not difficult to see between various expressions that the company attaches great importance to product quality control.

However, there is a set of data worthy of attention: from 2018 to 2020, Zhang Xiaoquan's return and exchange amount was 29.845 million yuan, 5.956 million yuan, and 86.985 million yuan, respectively, accounting for 0.74%, 1.24%and 1.53%of the main business income, respectively. ,constantly improving. Among them, the proportion of returns and exchanges due to quality reasons has risen simultaneously, with 0.32%, 0.51%, and 0.67%in the past three years.

From another perspective, the number of returns of Zhang Xiaoquan reached 54682 pieces (set) in 2020, a year -on -year increase; the number of exchanges also increased to 18,8860 pieces (set).

Behind this phenomenon is that Zhang Xiaoquan's out -of -production proportion continues to rise. According to the company's product output data, from 2019 to 2020, the production of tool products has only increased by less than 40,000 (pieces), but OEM production has increased significantly by 1.431 million (pieces). (Zhang Xiaoquan's self -producing in 2020 increased by less than 40,000 pieces)

In the prospectus, Zhang Xiaoquan revealed the risk of outsourcing production: "If the company cannot continue to maintain the good management of foreign association suppliers, it will have the risk of affecting the quality of the product and delaying production progress, and then it will adversely affect the company's overall operation. "

Zhang Xiaoquan has also been helpless about the significant increase in the proportion of outsourcing -because the rapid growth of orders in recent years, the company's production capacity has long been saturated. Data show that from 2018 to 2019, Zhang Xiaoquan's knife (including knife cut) production capacity has been maintained at 4.72 million, and the capacity utilization rate of 3 years is 105.5%, 112.12%, and 94.38%, respectively.

The main investment of Zhang Xiaoquan's previous listing of funds was the sword -cut intelligent manufacturing center project located in Yangjiang to solve the problem of insufficient production capacity. The prospectus shows that the project's proposed funding amount is 354 million yuan.

However, the knife cut industry is not a sought -after theme for the capital market. According to the data of "China Industrial Statistics Yearbook", the main business income of the corporate business of the corporate business in China in 2020 was 54.28 billion yuan. At first glance, there are more than 200 players above designated size. In the same year, Zhang Xiaoquan's revenue was 572 million yuan, and it was only 1%of the market share.

This is not difficult to explain: In Chinese families, a kitchen knife can be used for several years or even more than ten years, and the replacement cycle has been built with the attributes of low -frequency consumer goods.

Players with a keen sense of smell of smell immediately given the answer -Zhang Xiaoquan finally actually raised half of the amount of fundraising. After deducting the issuance fee, the net fundraising amount was only 205 million yuan.

Behind Lianggang Jing, Zhang Xiaoquan really lacks or has a larger market imagination space.

Under the life of creating art, it is backbone by marketing

Zhang Xiaoquan has been working hard to change, so as to let the old tree cut the old tree with new flowers. The words "creation of art" after the "good steel" followed by the company are the company's determination.

Garden cutting, home cuts, kitchen cuts, clothing cuts ... The business income composition of scissors alone is listed in Zhang Xiaoquan's previous financial reports. Nowadays, these projects are unified into the field of cutting tools. At the same time, the company has opened up the two major businesses of kitchenware kitchen appliances and home hardware.

The financial report in 2021 shows that the year -on -year growth rates of kitchenware kitchen appliances and home hardware have reached 95.9%and 47.77%, respectively, both ahead of the 20%increase in the cutting tool business.

The page of Tmall's official flagship store shows that Zhang Xiaoquan has more than 3,000 SKU products. The store currently displays 399 product display links, and it is subdivided into a variety of products under it. Among them, there are many fashionable kitchen appliances such as intelligent disinfection knife racks, air fried pots, and multi -functional cooking pots. Essence The cumulative sales of the product named "Fifth Generation Sterilization Knife" have exceeded 9,000 pieces.

Zhang Xiaoquan, who accelerated the expansion, is running at all. Such vitality and tenacity are valuable for the old name, but it also exposes the lack of company research and development and innovation. As of the end of 2021, Zhang Xiaoquan had only 2 patents in 135 patents, and there were only 2 more hard -core invention patents, and 39 more practical new patents. The rest was all design patents. It seems that Zhang Xiaoquan did not use "good steel on the blade."

And what really boosted business growth may be the company's effort to spare no effort. This can also be understood as an innovation of business ideas. After all, the old name in the public does not seem to be longer than using various social platforms.

In 2021, Zhang Xiaoquan's total exposure of platforms such as WeChat, Douyin, Weibo, Xiaohongshu and other platforms exceeded 209 million, an increase of 23 times year -on -year; total interaction was 290,000, a year -on -year increase of 42 times; 317 people, the exposure volume exceeded 6.61 million; the offline promotion exposure was as high as 1.028 billion. This year, Zhang Xiaoquan's sales costs increased by 41.08%year -on -year, much higher than the increase of 14.02%of R & D costs.

The brand's influence has always been Zhang Xiaoquan's biggest competitive chip. It is indifferent to the use of promotion to expand the brand awareness. However, in the "broken knife" public opinion, the previous marketing operations caused greater trouble -on July 18, the company's general manager Xia Qianliang's previous interview "Chinese people's kitchen knife is wrong" and involved Go to the "Michelin Chef" on Weibo.

According to the data, Xia Qianliang, who was holding Zhang Xiaoquan's first high salary, also served as a legal person of many subsidiaries of Zhang Xiaoquan. His name still appeared in Zhang Xiaoquan's second largest shareholder Hangzhou Rongquan Investment Partnership (limited partnership) contributed In the list of people, the investment ratio is 10.55%.

The kitchen knife may be set off by "garlic schemes", but Xia Qianliang's remarks directly set off a stormy wave. At present, the general manager of Weibo platform#目前 目前 目前 said that the total reading of the Chinese people's cut vegetables is not right#, and the total number of discussions is 60,000 times. Millions of Weibo fan users "AMANDA's little kitchen" bluntly said: "There are two basic knife methods to cut vegetables, and it is not right to choose according to the different shapes and characteristics of the ingredients."

("General Manager Zhang Xiaoquan said that the Chinese people cut vegetables are wrong." The topic reading reached 840 million) Reporters have tried to interview Zhang Xiaoquan and understand the company's plans for the future under the damage of the brand image.Relevant staff said that the company's current attitude is sincerely accepting all related questions and criticism.

On the way to explore the more imaginative space of the "century -old name", Zhang Xiaoquan did not work hard in the two links of Shouzheng and Innovation.However, the successive fermented public opinion also exposed the company's still facing a lot of challenges in terms of details.For the company, the establishment of a brand image is by no means overnight, which can cause it to collapse or only in a moment.

Zhang Xiaoquan may have a long way to go.

Reporter Xu Haifeng Intern Reporter Chen Yan

- END -