Chinanews.com, February 21st (Chinanews Finance and Economics Liu Yanghe) On February 21st, "Zhang Xiaoquan's kitchen knife smashed garlic and broke and reproduced the public opinion storm" appeared on Weibo's hot search.

　　According to media reports, on February 20, a man from Xuzhou, Jiangsu Province complained that Zhang Xiaoquan slapped the garlic with a kitchen knife and broke it in two.

Zhang Xiaoquan’s manufacturer responded that the hardness of the knife in the video is relatively high, and whether you can shoot garlic depends on the material. The harder it is, the more brittle it is and the easier it is to break.

"Break the garlic knife", the China Consumers Association once named

　　On January 30, the China Consumers Association released the "Top Ten Consumer Rights Protection Public Opinion Hotspots in 2022", which included Zhang Xiaoquan's "cooking knife can't shoot garlic" controversy and warned companies to respect consumer rights.

　　In July 2022, Zhang Xiaoquan, a well-known and time-honored brand, sparked heated public opinion because of "consumer complaints that the kitchen knife broke the garlic when it was hit".

　　The China Consumers Association believes that "shooting garlic" is one of the most common scenes for the public to cook. Zhang Xiaoquan, as a time-honored brand known for its traditional knives, the customer service said "it is not recommended to use this kind of kitchen knife to shoot garlic and cucumber", so that consumers The simple emotions are incomprehensible.

Under the voice of questioning "Is a kitchen knife that can't shoot garlic still a kitchen knife?" people criticized Zhang Xiaoquan for not meeting consumers' consumption needs.

　　"The incident also revealed that in the context of consumption upgrades, some merchants forcefully push products with abnormally low cost performance, and then complete the closed-loop harvest through so-called 'consumer education', which makes consumers spend unjustly money and suffers. pain points of the industry."

　　The China Consumers Association pointed out that public opinion believes that, as a time-honored brand with the blessing of consumers' "feelings", it should recognize its own positioning, aim at market demand, and convey respect for consumer habits while evolving its brand and products.

In the fierce market competition, it is understandable for time-honored brands to improve their technological processes, promote new concepts and create differentiated products to broaden sales and increase profits. Marketing methods such as education for consumers have changed the original intention of "product innovation is to better serve consumers".

After the listing, the stock price continued to fall, and the market value decreased by nearly 60%

　　Due to the turmoil of public opinion again, some investors are worried about Zhang Xiaoquan's stock price.

In this regard, Zhang Xiaoquan, the person in charge of investor relations, replied to the media, saying, "The current stock price is stable. According to last year's experience, public opinion has little impact on the stock price."

　　As of the close on February 21, Zhang Xiaoquan reported 15.90 yuan, a decrease of 0.93%.

　　But from a longer-term perspective, its stock price has fallen by about 58% compared to its peak.

At present, Zhang Xiaoquan's total market value is 2.48 billion yuan, which is nearly 60% smaller than the market value of 6 billion yuan on the first day of issuance.

Zhang Xiaoquan's stock price chart

　　Zhongxin Finance found that although Zhang Xiaoquan's stock price has continued to decline since its listing in September 2021, certain shareholders have reduced their holdings.

Screenshot of Zhang Xiaoquan's announcement

　　On September 29, 2022, Zhang Xiaoquan issued a pre-disclosure announcement on the reduction of shares held by specific shareholders, stating that Wan Zhimei, a shareholder who holds 1,158,300 shares of the company, plans to reduce the company's shares by centralized bidding transactions or block transactions. 1,158,300 shares, accounting for 0.74% of the company's total share capital.

　　As of January 6, 2023, the above-mentioned shareholding reduction plan has been implemented, and more than 18 million yuan has been cashed out.

After this round of shareholding reduction, Wan Zhimei no longer holds shares in Zhang Xiaoquan's company.

　　The controlling shareholder Zhang Xiaoquan Group and the second shareholder Hangzhou Rongquan raised funds through pledge.

Screenshot of Zhang Xiaoquan's announcement

　　On January 12, 2023, Zhang Xiaoquan issued an announcement on the pledge of some shares of the controlling shareholder, stating that as of the date of the announcement, the company’s controlling shareholder and its concerted parties have accumulatively pledged 52,926,291 shares, accounting for 69.64% of the shares held by him. It accounts for 33.93% of the total shares of the company.

　　The announcement also shows that Zhang Xiaoquan's controlling shareholder and his concerted actors will have a total of 28,756,291 pledged shares due within the next six months, accounting for 37.84% of the shares held by him and 18.43% of the company's total share capital; Including the aforementioned pledged shares due within the next six months), the cumulative number of pledged shares is 6,670,000 shares, accounting for 8.78% of the shares it holds and 4.28% of the company's total share capital.

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