China News Service, July 20th (Xie Yiguan, a reporter from China-News Finance and Economics) "Zhang Xiaoquan's customer service said that the kitchen knife can't shoot garlic", "Zhang Xiaoquan responded that the kitchen knife shooting garlic was disconnected", "Zhang Xiaoquan's competitors live broadcast the kitchen knife shooting garlic", "Zhang Xiaoquan responded that the kitchen knife shooting garlic was disconnected" The person in charge of Koizumi said that he may develop a special knife for garlic shooting", "General Manager Zhang Xiaoquan said that Chinese people cut vegetables wrong", "General Manager Zhang Xiaoquan apologizes"...

　　Recently, Zhang Xiaoquan has become a frequent visitor on hot searches. After reading a few entries, it seems like watching a "serial series", which is still unfinished.

The picture comes from the official flagship store of Zhang Xiaoquan e-commerce.

"One wave does not settle, another wave rises"

　　The beginning of this "drama" is when a consumer in Guangzhou used Zhang Xiaoquan's kitchen knife to shoot garlic, and the kitchen knife (a dual-purpose knife for cutting the dragon) broke.

When he asked Zhang Xiaoquan's channel distributors, the dealer's customer service responded that "cook knives can't shoot garlic".

After consumers post their experiences online, netizens pay attention.

　　Zhang Xiaoquan is the first listed company in China's knife and scissors industry, so it is also known as "the first share of knife and scissors".

　　On the evening of July 15, Zhang Xiaoquan issued an official statement in response to the incident of "chopping the garlic with a kitchen knife and breaking".

Zhang Xiaoquan said that in general, Zhang Xiaoquan's conventional knives can be used for garlic, but not all knives are suitable for garlic. Some knives with high hardness or special purposes are used for garlic. Risk of broken knife.

Zhang Xiaoquan's official statement released by the brand. 

　　In this regard, some netizens accepted, and some netizens said, "In China, a knife can't shoot garlic, and it's estimated that cucumber and ginger can't shoot. What else can I do?"

　　In the question area of ​​the "Dragon Sparrow Chopping Dual-purpose Knife" sold in the official flagship store of Zhang Xiaoquan e-commerce, many people said that they have used it to shoot garlic. For special purpose knives, merchants need to clearly inform them in a prominent position.

　　After a wave of unrest, a video of a past interview with General Manager Zhang Xiaoquan sparked heated discussions.

　　In the video, Zhang Xiaoquan's general manager Xia Qianliang said: "You have learned to cut vegetables for decades. It is wrong. All Michelin chefs are not Chinese. Why do Michelin chefs cut the meat thinner and the cucumber slices thinner? It is transparent because there is a fulcrum in the front. We slanted the front of the knife, that is not a sense of design, that is consumer education.”

　　This remark angered many netizens, "Chinese food is fundamentally different from Western food. Our kitchen knives are used to make Chinese food. It has been passed down for thousands of years. He compares it with a knife used for Western food." "The general manager is right. It will be dedicated to Michelin in the future.”

　　On the evening of July 18, Xia Qianliang posted a video on Weibo saying: "It is rumored on the Internet that I commented on the topic of 'Chinese knife skills are not as good as Michelin chefs'. This video is an interview video from a long time ago, and it is not the entire video. Michelin has not yet appeared when Zhang Xiaoquan was founded, but I also expressed the misleading understanding of consumers caused by my inappropriate remarks. Sincere apologies."

Screenshot of Xia Qianliang's Weibo video.

　　However, there are still many netizens who think, "Chinese-style knives and Western-style knives use different directions of force, can this be compared?" "The god of Chinese knives is that a kitchen knife can make ever-changing foods."

"Painting garlic" stumped Zhang Xiaoquan?

　　The use of a knife can cause such a big controversy, which also reflects the difference in the concept of kitchen knives between China and the West.

The West pays more attention to "one tool for one use", and there will be special chef's knives, slicing knives, bread knives, vegetable knives, cheese knives, etc.

However, the habit that China has inherited is that "one tool can be used for multiple purposes", and there is even a saying that "one kitchen knife goes all over the world", and the use of knives is also more skillful.

　　British female writer Fuxia once described in the book "Shark's Fin and Pepper": "A light kitchen knife can complete almost all tasks in the kitchen, from dicing lotus root to peeling a small piece of ginger, and Often the only knives in Chinese kitchens.”

　　In daily life, when most Chinese people buy kitchen knives, they prefer this knife to have the basic functions of chopping and chopping.

As one netizen said, "If you want to change consumers' traditional habit of using knives, products that do not meet the needs of target customers are not good products."

　　"During this R&D strategy cycle, combined with the needs of consumers, the company may develop a knife specially used to shoot garlic." Zhang Xiaoquan, the relevant person in charge, responded to the media.

　　Zhang Xiaoquan also said, "In terms of quality, at the same price, the quality of Zhang Xiaoquan's scissors will not be inferior to foreign brands." In recent years, Zhang Xiaoquan has vigorously promoted the development and sales of high-end products, but there are also Fewer voices questioned "Zhang Xiaoquan pays more attention to marketing and less research and development" and some product OEMs.

In its official flagship store of e-commerce, the price of a Japanese Damascus steel knife has exceeded 1,000 yuan, but on the product introduction page, there are no precautions for use. Some buyers commented, "The first time you use it, the blade will open. already."

　　According to the Beijing News, some of Zhang Xiaoquan's products are produced by foundries, which are mainly located in Guangdong and Ningbo.

　　In this regard, Zhang Xiaoquan gave the reason: "The company's knife and scissors products have been developing rapidly, and the production capacity has not climbed as fast as the sales growth rate, so the foundry is needed to supplement the production capacity. These factories are similar to the company's satellite factories, and the cooperation has been in operation for a long time. , the production experience, coupled with the quality supervision by the company, will ensure the consistency of the products and Zhang Xiaoquan's own products."

　　In 2021, Zhang Xiaoquan's operating income will be about 760 million yuan, a year-on-year increase of 32.81%, and the net profit attributable to shareholders of listed companies will be about 78.7328 million yuan, a year-on-year increase of 1.96%.

The sales expenses are about 117 million yuan, of which the advertising expenses exceed 40 million yuan.

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