Zhang Xiaoquan, who has been subsidized by 20.88 million subsidies in 3 years, has not enough understanding of Chinese kitchen?

Picture source: Zhang Xiaoquan's official website

On July 18, Zhang Xiaoquan's person in charge said that he would develop a special knife for garlic and boarded the first Weibo search.

Because Zhang Xiaoquan's kitchen knife "patted garlic", Zhang Xiaoquan's brand moat for more than 400 years broke the embankment overnight.

Regarding this incident, Zhang Xiaoquan responded that some tools with high hardness or dedicated uses, if they were used to shoot garlic, are also risk of cutting knife. As the old -fashioned Chinese company, it fully considers the reality of Chinese consumers and truly understands the Chinese kitchen.

Another old -fashioned old -fashioned Wang Mazi made garlic live in the live broadcast room a day.

Zhang Xiaoquan has a history of more than 400 years and is the earliest Chinese old -fashioned brand. In the past three years, it has received 20.88 million yuan in government subsidies.

From the perspective of the industry, Zhang Xiaoquan, as a old -fashioned company, has received government subsidies for many years, should be more familiar with the habit of using Chinese consumers, and should not occur. After this public opinion storm, the statement of Zhang Xiaoquan's director and general manager Xia Qianliang's "incorrect cutting vegetables" was dug out, and the 400 -year brand moat accelerated the embankment.

400 -year -old "Education" consumers

On July 18, the person in charge of Zhang Xiaoquan said that he would develop a special knife for garlic shooting. The topic of the general manager of Zhang Xiaoquan said that the method of cutting vegetables in the Chinese people rushed on the hot search and continued to push Zhang Xiaoquan on the cusp.

The incident originated on July 15th. Zhang Xiaoquan's customer service said that the topic of kitchen knife could not shoot garlic.

The topic of Weibo shows that Ms. Guangzhou used Zhang Xiaoquan kitchen knife to pat the garlic, and the kitchen knife actually broke. In this regard, Zhang Xiaoquan's customer service said: "The kitchen knife cannot be shot."

In order to adapt to the different uses of Chinese food kitchens, it is roughly divided into three types: slicing knife, chopped knife, and cultural martial arts knife. Slip knife, the knife is thinner, the thickness is about 4 mm. In addition to slicing, this knife can also be used to cut and cut. The bone knife is irregularly rectangular, and the angle of blade is relatively large. It is generally used to chop the bone. Wenwu knife is the most common Chinese kitchen knife. This kind of kitchen knife has a variety of functions, which can not only cut slices and chop bones and chopped meat. It is a kind of kitchen knife that many families like to use.

In the general cognition of consumers, the kitchen knife is one of the most important uses of the kitchen knife during cooking.

Lu Shaofeng, a Chinese cooking master and food nutritionist, said in an interview with Blue Whale Finance reporters that Zhang Xiaoquan, a knife, may be counterfeit products, and the quality of the real goods should not be bad. Normal Chinese knife, whether it is a sliced ​​knife or a Wenwu knife, the simple action of shooting garlic can definitely be done. If you can't do it, there is a problem with the quality of this knife.

In response to the "shooting garlic and cutting knife" incident, Zhang Xiaoquan said that in general, Zhang Xiaoquan's conventional knife can be shot garlic. At the same time, the company also reminds consumers that not all tools are suitable for shooting garlic. Some knives with high hardness or dedicated uses. If they are used to shoot garlic, there is also the risk of cutting knife.

The official website shows that the Zhang Xiaoquan brand was founded in the first year of Chongzhen (AD 1628), and has a history of nearly 400 years. In 2006, Zhang Xiaoquan's scissors forging techniques were listed as the first national intangible cultural heritage by the State Council. The Zhang Xiaoquan brand is also the earliest group of ethnic brands rated by the Ministry of Commerce as the Chinese Ministry of Commerce.

At present, Zhang Xiaoquan's products have not only cut cuts, but also increased kitchen appliances such as air frying pots, and the product even expanded to a razor. In 2021, Zhang Xiaoquan achieved operating income of 760 million yuan, an increase of 32.81% year -on -year. The net profit attributable to shareholders of listed companies was 78.7328 million yuan, an increase of 1.96% year -on -year.

This company, which has been making a knife for Chinese consumers for nearly 400 years, said that Chinese people cut vegetables correctly. Xia Qianliang, director and general manager of Zhang Xiaoquan, said in an interview that the Chinese people cut vegetables and used knives. Chef Michelin did not.

Zhang Xiaoquan's customer service staff said in response to the Blue Whale Finance reporter that the video was an earlier interview, not for the interview content of the recent "cutting knife" incident.

Do not understand Chinese kitchen, the moat rushes to the embankment

As far as Zhang Xiaoquan is concerned, the brand accumulation in the past 400 years or the moat of its development.

But Zhang Xiaoquan did not lie on the credit book. Zhang Xiaoquan said in the 2021 annual report that the product line tended to develop in the middle and high -end directions. In the field of civilian knives and cutting, we will continue to consolidate the absolute leaders in the industry, and continue to create the consumer's mind of "good knife and good cutting equal to Zhang Xiaoquan". In terms of emerging development of kitchenware kitchen appliances and home furnishing hardware product categories, they have the courage to try, adhere to the unique road of product differentiated products with the characteristics of Zhang Xiaoquan, and strengthen the penetration of the professional channel field according to the product characteristics. The continuous exploration and pursuit of quality, the moat that truly builds the core product power.

Product innovation, but you must not forget your original intention. You can't understand the Chinese knife because of "high -end".

Zhang Xiaoquan said: The company's product design has fully considered the habits of domestic consumers, which is also the advantage of our many brands from abroad. We will continue to research and develop, and strive to be not only sharp and long in terms of tool products, and can fully consider the reality of Chinese consumers and truly "better understand Chinese kitchen".

In the history of nearly 400 years, Zhang Xiaoquan hasn't understood Chinese kitchen? Zhang Xiaoquan was questioned by netizens due to the "shooting garlic knife" incident.

Netizens' awareness of Zhang Xiaoquan's old name changed. Netizens commented, "If you don't even consider the use of garlic, what Chinese kitchen knife do you do?" It was liked to like 15,000 times. "Chinese kitchen knives can't shoot garlic ???" Comments have also been liked to like 12,000 times. At the same time, there are also comments: "Professionals believe that in general, sharp knives are relatively hard and crispy, so they cannot be used to shoot! This case cannot show that Zhang Xiaoquan's kitchen knife is not good; on the contrary, it is a household name."

For the topic of general manager Zhang Xiaoquan said that the method of cutting vegetables in the Chinese people is wrong. Some netizens said: "It's all the products of the assembly line. High -end must cut into the market segment. "

There are also Weibo comments saying: "What is right? What is wrong? Cut a potato shred, right or wrong, Michelin is right? It is full of arrogance and superiority, and it looks high."

From the perspective of an enterprise, Zhang Xiaoquan is not only an old name, but also a high -tech enterprise. In December 2020, through the qualifications of national high -tech enterprises, it has the research and development center of Zhejiang Provincial High -tech Enterprise and Hangzhou Enterprise Technology Center.

In the past three years, the company's high -tech enterprise subsidy and listing awards have received a total of more than 20.88 million yuan in government subsidies. The R & D expenses invested in 2021 reached 22,877,700 yuan, an increase of 14.02%year -on -year.

The reputation established in 400 years was broken by the existing team in 4 days. As of press time, Zhang Xiaoquan's stock price was reported at 16.62 yuan/share, a 56%of the high point from the first day of listing.

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