The knife cuts the old name to break out of a new road to develop

Due to the impact of the epidemic and the changes in the economic situation, all aspects of the society have changed to varying degrees, especially the impact of people's life concepts and the development model of enterprises. Faced with the increasingly fierce market competition, industry companies generally believe that pressure is greater. As an important people's livelihood product, the hardware cutting is also actively seeking breakthroughs and adapting to the new development situation, especially for traditional old -fashioned old names such as Shizi, Zhang Xiaoquan, and Wang Mazi. In a new business environment, competition faces The pressure is self -evident. In order to better adapt to the new business format, these companies have adopted a series of transformation measures to come out a "new" road with "old" name.

The road to the market

Improve the overall strength of the enterprise

In order to further standardize the development of enterprises, absorb more capital to invest in innovative research and development, and create more high -quality products for consumers. In September 2021, Zhang Xiaoquan, with a 400 -year history of development, was successfully listed. The stock price of the first day of listing rose by 394%, and the market value once reached 6 billion yuan. The 400 -year history has laid a solid and extensive market foundation and good reputation for Zhang Xiaoquan's brand. However, in the face of the progress of science and technology and the development of the times, the disadvantages of the old names are also exposed. , Latal brand awareness, etc., have become factor restricting the development of the old name. Zhang Xiaoquan also knows where the corporate symptoms are. In order to help enterprises can stand up, Zhang Xiaoquan choose to go public, use capital forces to enhance brand support, enhance human attractiveness, add bargaining chips to the company's long -term growth, and comprehensively enhance corporate competition for competition in enterprises. force. After listing, Zhang Xiaoquan continued to expand its business sector and build enterprises into a hardware manufacturing enterprise integrating design, R & D, production, sales and service, and continued to extend to a new consumer market composed of new people and new scenes.

The hard work also made the company a good return. The annual report shows that Zhang Xiaoquan Group's revenue in 2021 was 760 million yuan, an increase of 32.81%year -on -year. Among them, the revenue of knife and cut products achieved a revenue of 526 million yuan, an increase of 20%year -on -year; the new pioneering product kitchenware kitchen appliances category achieved revenue of 149 million yuan, an increase of 95.90%year -on -year; 47.77%, it can be seen that the road of listing is an important promotion role in Zhang Xiaoquan's development. In the first quarter of 2022, Zhang Xiaoquan achieved a revenue of about 209 million yuan, an increase of 28.09%year -on -year. The old -fashioned number always gives people an overly traditional and vibrant inherent impression. Zhang Xiaoquan's road to listing allows the market to see the success of the old name, and also see a new way of rejuvenating the vitality of the old name.

Take a variety of roads

Enhance brand influence

In the context of digital media, many new forms of advertisements are overwhelming. Compared with emerging industries, the old names are inferior to this aspect. In order to improve product promotion, the old name has also jumped out of traditional concepts and carried out a series of diversified diversified diversification. New propaganda methods have launched a new round of competition in the market.

In 2021, Wang Mazi, with a history of more than 370 years, was re -sailed. The new series of new products: Tongzi, Yin, Chen, and Shen's series of new products appeared to reshape the corporate image. This year, in order to further enhance the corporate image, Wang Mazi successively launched advertisements on CCTV CCTV and high-speed rail media. Corporate promotional videos were broadcast on CCTV-1, CCTV-2, CCTV-7, showing Wang Mazi's brand power to the country. The figure of the Wang Mazi brand is also presented through a variety of media forms such as high -speed rail bodies, in -car posters, voice broadcasts, and LED screens, and constantly deepen consumers' awareness of the brand.

The eighteenth son combines the product and tourism according to the characteristics of the enterprise to create a publicity model for industrial tourism. "People take food as the sky" and "eat the knife first". The eighteen son of Yangjiang specially launched a number of eighteen sons and eighteen sons restaurants for this purpose, providing a dragon service such as eating, drinking, and shopping. Combined with the 29 "travel to Zhapo, go to Shizi Shopping", "Yangjiang Tour, in the eighteen sons" and other publicity, expand the "eighteen son" corporate culture value, and make the "eighteen son" brand deeply rooted in people's hearts.

Zhang Xiaoquan followed the fashion, strengthened brand propaganda through the form of live broadcast, and moved the e -commerce live room directly to the production base. The traditional forging process of the old name was displayed to the netizens in the live broadcast room. Many netizens affirm Zhang Xiaoquan's product quality, and also marvel at the innovative capabilities of the old name, such as creating "Transformers", "Liangzhu Culture" and other cultural and creative products, as well as derivatives such as independent developed air frying pots. Enhance the brand's influence.

Path of technology

Building a product quality foundation

When it comes to the old name, due to the long history of development, most people's minds will come up with "traditional", "grounding" and "handmade" and other vocabulary. There are even labels such as "low technical content", "over -breathing" and "fatigue" to the old names. It is difficult to change their traditional concepts. Only when they really understand the scientific and technological innovation and technical reserves behind the name of the old name, will they realize the one -sidedness of their cognition.

As an old -fashioned enterprise in the knife cut industry, Yangjiang Eighteen Son is also constantly strengthening the improvement and innovation of corporate technology. On April 20, Yangjiang Eighteen Zi high -end knife cutting technology integrates the key laboratory, engineering technology research and development center and Guangdong Ocean University The unveiling ceremony of off -campus training base was held. The alloy material and hardware cutting industry is the pillar industry of Yangjiang City. This project provides high -quality platforms for the majority of hardware knife and cutting enthusiasts, which can help the industry to cultivate a number of alloy materials and hardware cutting and the ability to contribute to the industry. The talent team, they will play a positive role in promoting the technological progress, industrial upgrading and product upgrade of Yangjiang alloy materials and hardware cutting industry. Based on the new market trend and the analysis of the new market trends and consumer groups, Zhang Xiaoquan introduced a fully automated production line to digitize the production chain. Through the robot, the master of the old master is memorized, so that the robot grinds scissors and kitchen knives to promote the standardization of traditional skills, while further ensuring the stability of the product quality. In the trial workshop of the smart factory, a row of new automated equipment is running continuously. There are only a few employees at the operation site, and the entire production process is highly automated. It is reported that Zhang Xiaoquan is one of the first companies in the country's knife cutting industry to apply robots. It is available for automated production equipment such as blade robots, welding robots, and water mills. In addition to Dongzhou Manufacturing Base, Zhang Xiaoquan's Yangjiang Dao C cutting Intelligent Manufacturing Center project has completely replicated the results of future factories. Even in automation and informatization construction, it has stronger investment and better results.

To this day, the old name can be said to carry the spirit and excellent traditional culture of the Chinese nation craftsmen. In order to revitalize the old name, in 2017, 16 departments such as the Ministry of Commerce jointly released the "Guiding Opinions on Promoting the Reform and Innovation and Development of the Reform and Innovation", and put forward it " Promote the inheritance and innovation of the old -fashioned name and improve market competitiveness. "

With the prevalence of the current national tide, the old name is also constantly rejuvenating through its own efforts. Enterprises know that only the combination of the century -old brand and the modern business model and technology can inspire greater vitality. Manual manufacturing will inevitably be eliminated by the demand for the increasingly changing needs of modern society. The new road of the old -fashioned brand will be an inevitable process to the new generation.

Text | Reporter Lu Jun

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