General Manager Zhang Xiaoquan apologize: The online video has been misunderstood that the context has been misunderstood.

The general manager of Zhang Xiaoquan "sincere apology", saying that the online video "did not describe the situation and context at that time."

On July 18th, the topic "General Manager Zhang Xiaoquan said that the Chinese people cut vegetables wrong" once rushed to Weibo hot search first, and the knife brand Zhang Xiaoquan once again stood on the forefront.

On the evening of July 18, Xia Qianliang, general manager of Zhang Xiaoquan, released a response on his personal Weibo video number stating that "about the recent public opinion incident, first apologize to everyone." The topic of Chef Michelin, the video was a long time ago, and it was not the whole of the video. The current video was not described according to the situation and context at that time, which caused everyone to misunderstand this. When it was founded, Michelin did not appear, but I also expressed sincere apology for the wrong guidance caused by my own improper speech to the understanding of consumers. "

In addition, Xia Qianliang stated in the response that the company found many problems in the existence of its own brand management, product management, after -sales service, etc. from consumer feedback. In this regard, Zhang Xiaoquan is about to launch the "Broken Sword Calling Order" project. Any kitchen knife purchased in China has occurred in the past five years, including Zhang Xiaoquan brand and designated peer brand, the company can follow similar models, Similar values ​​are replaced with new knives.

Xia Qianliang, general manager of Zhang Xiaoquan, responded

The method of cutting vegetables with Chinese users is wrong?

The videos that caused controversy were really edited by a video editing blogger released on July 15. As of July 18, the video played 64,000 times on station B, but did not announce the source video link. Xia Qianliang said in the video, "You have studied for decades," it is wrong to cut vegetables. "" All Michelin chefs are not like this. " It is because there is a fulcrum in front. Zhang Xiaoquan slanted the head in front of the knife, not a sense of design, it was consumer education.

In this video, some netizens commented, "Where can I have the way to cut the vegetable cutting that has been inherited for thousands of years?" Under the aforementioned Weibo topic, some netizens bluntly stated, "Buy a kitchen knife, listen to you, but also listen to your own. educate."

According to Zhang Xiaoquan's 2021 annual report, Xia Qianliang was born in 1984. From July 2013 to November 2017, he served as Vice President of Fuchun Holdings Group Co., Ltd. from July 2013 to March 2016 as the general manager of Zhejiang Express E -commerce Co., Ltd. From March 2016 to May 2018, he was the general manager of Hangzhou Zhang Xiaoquan Industrial Development Co., Ltd. Since May 2018, he has been the director and general manager of Zhang Xiaoquan.

Earlier, Zhang Xiaoquan was controversial. On July 14, "Zhang Xiaoquan's customer service said that kitchen knives can't shoot garlic" boarded the hot search. The reason is that after a woman in Guangzhou patted the garlic with Zhang Xiaoquan kitchen knife, the kitchen knife was disconnected.

According to Zhang Xiaoquan, the knife purchased by the consumer is a product with high sharpness and good durability, which is used for ingredients and swords. On July 6, consumers contacted Zhang Xiaoquan Jingdong channel dealers to report the problem of cutting the knife surface. The dealer's customer service replied to "the kitchen knife could not shoot garlic". Zhang Xiaoquan said that "the dealer's customer service was improper." Zhang Xiaoquan said that on July 14, the company's official customer service once again contacted consumers, apologized and presented a new knife.

On the evening of July 15th, Zhang Xiaoquan Co., Ltd. (301055.SZ, Zhang Xiaoquan) issued an official statement saying that in general, Zhang Xiaoquan's conventional knife can be shot garlic, and it is also friendly to remind consumers. Not all of them are all of them. The tools are suitable for shooting garlic. Some knives with high hardness or dedicated uses are risked by cutting the knife.

The net profit in the first quarter fell more than 40 %

Zhang Xiaoquan was listed on the GEM of the Shenzhen Stock Exchange in September 2021. The first day increased by nearly 400%to close at 34.09 yuan/share. Zhang Xiaoquan's annual report introduced that the company is an industrial enterprise specializing in the production of various types of knife and cutting and modern life hardware. The knife and cutting gear are the company's traditional advantage products. Zhang Xiaoquan's 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 the first quarter of this year, Zhang Xiaoquan's revenue was 209 million yuan, an increase of 28.09%year -on -year (compared to the same period); net profit attributable to shareholders of listed companies was 12.45 million yuan, a year -on -year decrease of 45.96%.

Regarding the sharp decline in net profit, Zhang Xiaoquan explained in the financial report as a subsidiary Yangjiang Zhang Xiaoquan Intelligent Manufacturing Co., Ltd. in early 2022 and was officially put into production in early 2022. It was in the early days of production capacity climbing. In addition, express delivery and logistics are 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. At the same time, Zhang Xiaoquan said that the marketing promotion of e -commerce platforms such as Douyin has increased, and the corresponding sales costs have increased.

Zhang Xiaoquan's 2021 annual report disclosed that Zhang Xiaoquan's revenue was 760 million yuan last year, an increase of 32.81%over the previous year; net profit attributable to shareholders of listed companies was 78.73 million yuan, an increase of 1.96%compared with the same period last year.Last year, Zhang Xiaoquan's main product knife scissors contributed 526 million yuan in revenue, accounting for 69.22%of revenue, an increase of 20%year -on -year.The annual report shows that Zhang Xiaoquan's R & D investment from 2019 to 2021 was 16.77 million yuan, 22.87 million yuan, and 22.87 million yuan, respectively, and the proportion of R & D investment accounted for 3.47%, 3.51%, and 3.01%, respectively.Compared with R & D costs, the sales costs are much higher. From 2019 to 2021, Zhang Xiaoquan's sales costs were 64.28 million yuan, 83.13 million yuan and 117 million yuan, respectively.The annual report pointed out that in 2021, the company increased brand promotion and product promotion efforts, and corresponding advertising expenses increased.

As of July 18, Zhang Xiaoquan (301055.SZ) closed up 1.71%to close 16.62 yuan, with a total market value of 2.6 billion yuan.Since this year, the stock price has fallen by more than 25%.

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