Time comments 丨 Zhang Xiaoquan, should not be remembered like this

Zhejiang News Client commentator Zhang Ping

After the "can't shoot garlic" incident, the old name Zhang Xiaoquan went on the hot search. On July 18th, a video that Zhang Xiaoquan Co., Ltd. had previously interviewed by Xia Qianliang, the general manager of Zhang Xiaoquan Co., Ltd., was circulated on the Internet. In the video, the views of "Chinese people cut food is wrong" and "consumer education" and other views. "It's so arrogant." On the same day, Xia Qianliang apologized to netizens inappropriately, and clarified that the video was a long time ago.

This says in advance: "It is not a good knife if you can't shoot garlic", maybe there is room for discussion, but treating consumers is definitely a problem with the values ​​of consumer business operators.

Judging from many responses, the "Zhang Xiaoquan" of the wind is not without its own "grievances". People with experience in the kitchen or those who have placed an order to buy a kitchen knife will know that "one knife cut all" is no longer the mainstream of the tool market. Chinese -style kitchen knives are also divided into varieties. The design of slicing knives, cutting knives and cultural martial arts is indeed different. In the words of professionals, the higher the hardness, the greater the brittleness. It really does not work. Let the quality supervision department detect that the quality does not meet the standard, and it will know.

But "You have studied for decades," "All Michelin chefs are not cut like this", "That's not a sense of design, that is consumer education" and other words, Zhang Xiaoquan will stand immediately. Living your feet will also lose the favor of consumers. In the words of netizens, "full of arrogance and superiority, it looks really annoying." This is terrible.

In the same sentence, the effect is different in different occasions, different objects, and different words. Discussing "Consumer Education" in entrepreneurship and professional papers is business experience and academic exchanges. The "consumer education" facing consumers is blatantly offending. Consumers buy products for easy use, not to be educated, nor is it to be offended. There is no doubt that the seller said that the buyer responded, and the problem must be the seller.

Can't speak is just appearance, the problem on the root is still deep values. As an old name of more than 400 years, and the only launching brand in China, Zhang Xiaoquan has always played the national brand. I forgot the word nation. It is obviously Chinese cuisine, and serving Chinese consumers. How can I talk about Michelin?

Chinese old -fashioned enterprises should deeply study national culture and national psychology, use it for brand building and corporate strategy, and constantly conquer Chinese consumers with products that meet the national conditions. They sincerely create value for consumers and be consistent with the integrity of the table. Instead of eating the bonus of the old -fashioned name, I feel that Chinese consumers are too backward and should be changed for me. I should be upgraded to make my performance. Only I can define what nation and what the world.

In 1956, Chairman Mao specifically pointed out in the article "Socialist Transformation of Handicraft Industry": "Do not get it out of the knife cut for 10,000 years. Come to recover, and make it better. "Can you do well in the good things of the nation? Not only is it related to the fate of a company, this is why many people feel pity for Zhang Xiaoquan.

The word of mouth of a professional manager "Waterloo" and the rise and fall of an old name can be linked. We don't know, but we are deeply worried. The general manager also said in the interview that the brand is actually a path. The company's products and services can reach consumers through the brand's path. Consumers will feedback by voting. Live in your way. "

Zhang Xiaoquan should not be remembered like this.

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