"Zhang Xiaoquan" is a famous old name in China's hardware industry. It has a history of 347 years. When the media industry talked about the issue of "Zhang Xiaoquan scissors factory should not be relocated" in the past, many people have recently become interested in Zhang Xiaoquan's development and innovation. Some media people visited Zhang Xiaoquan Group Co., Ltd. and found that “Zhang Xiaoquan†actually made a gift out of knives. Combined with the frequent movements of Zhang Xiaoquan in the country since 2010, I cannot help but have a keen interest in the business strategy of “Zhang Xiaoquan,†an old Chinese hardware name. Let's look at it together.
The Way of Product Innovation: Expand the Deep Cutter Market in Many Areas
The famous old name "Zhang Xiaoquan" has a history of 347 years. How does it develop today? Then, the author came to Zhang Xiaoquan Group Co., Ltd.
Into the product showroom of “Zhang Xiaoquanâ€, the writer immediately dazzled his eyes with scissors: In addition to the most common stainless steel civilian scissors, kitchen shears, nail scissors, travel scissors, children scissors, Swiss army knives, etc. Exquisite knives and scissors fill the room.
Do not know, look surprised. "Zhang Xiaoquan" even made a gift out of knives. Someone will buy a knife and give it away. What kind of marketing strategy is this?
Walnut clips are no stranger, the "eight crabs" right way
There are the same specialties in Hangzhou, small walnuts (Hangzhou natives are also known as sand walnuts, pecans). Hangzhou people like to send gifts to foreign guests, but many foreigners do not know how to eat. A few years ago, “Zhang Xiaoquan†developed a walnut clip, which can easily make teeth not good enough, but also can easily eat full of small walnut meat, the market responded well.
Nowadays, Zhang Xiaoquan's specialty store is already not a walnut clip, but "crab eight." For convenience of portability, the store also has 98 pieces of two pieces of crabs.
As the name suggests, eight pieces of crabs are eight tools used to eat crabs, including small iron piers, round hammers, long-handled axes, long-handled forks, round-headed shears, tweezers, brazing seeds, and teaspoons.
After careful study, you will find that each item has its own function, you can pad, knock, smash, fork, cut, clip, tick, and hold. If you use this set of tools to finish a crab, it can be very elegant and not dirty, and it can also be completely back to the crab shell.
Ding Chenghong, the general manager of "Zhang Xiaoquan", said: "In the past, when people mentioned Zhang Xiaoquan, they would think of those black scissors. Now our products have expanded beyond the function and appearance of scissors. It is related to other areas and strives to give young people a new feeling."
Ding Chenghong said that packaging the knives into gifts is an inspiration from the Swiss Army Knife. Now, Zhang Xiaoquan is very hard to develop a gift market.
Japanese Hairdressing Scissors Wants 10,000 Yuan "Zhang Xiaoquan" Also Wants to Do
In the Zhang Xiaoquan store located on the shore of Hangzhou, several female shopkeepers are tackling goods every day. Because more and more types of scissors are available, there are customers asking for new beauty packages. It is best to sell a continental cut of 73 yuan, which is very popular with the girl.
The day the reporter went to the factory to interview, Ding Chenghong just received a company representative from Japan. This company is known for its high-end hairdressing scissors in Japan. To what extent are they professional? The hairdresser's scissors must be sized according to the size of the hairdresser's hand, and the cut hair should have specifications when it is batched, and the hair should be dynamic. At present, Hangzhou, even if it is hair stylist from Shanghai, the scissors are basically 200 yuan price, and Japan's professional hairdressing scissors positioning is quite high-end, one in about 10,000 yuan ***. Custom hairdressing scissors already have a good market in Japan. Ding Chenghong feels that he can try in China.
Online store results are very impressive
"Zhang Xiaoquan" is currently planning to promote specialty stores and plans to spread 100 stores nationwide within three years.
What is more surprising is that in April of this year, “Zhang Xiaoquan†opened an official online store. Zhou Li, head of network marketing, said that in order to make the store better remember, the company took the domain name to the mall. Also take the initiative to build a channel with Taobao Mall.
Zhou Li introduced that the purpose of online sales is very clear. One is to increase brand awareness, and the other is to reduce inventory and expand sales. In order to reduce inventory, online store hit a discount of 8.5, part of the inventory even 7.5 fold.
Three months later, Zhou Li looked at the sales slip and was stunned. The network brought nearly 10% of sales, which is a considerable achievement. The orders received from the online mall come from all over the country. Some of them are from remote cities, which happens to be the places where the stores are not covered.
Technology upgrade: starting with the details to create high-quality tools
In order to comprehensively improve product quality, Hangzhou Zhang Xiaoquan Company started with the details. In early 2010, it took the lead in the implementation of the Scrap Surface Scuffing Prevention Technique at the civil shear factory. The process has been implemented for four months. According to consumers, Zhang Xiaoquan's scissors are not only inherently of good quality, but also have significantly improved appearance quality.
Zhang Xiaoquan scissors is a well-known national brand in China and is deeply loved by consumers both at home and abroad. However, in the traditional production process, the problem of scuffing on the surface of scissors has not been effectively solved. In recent years, as the people's living standards have continued to improve and consumers have continuously improved their aesthetics, more and more consumers find it difficult to accept defective products. For this reason, the company is determined to completely solve the problem of scuffed scissors that has long been plagued. At the beginning of the year, the company sent the product anti-scratch project to the civil shear factory for implementation.
After receiving the project, the branch immediately organizes the relevant personnel to carry out the process test. Through the comparison of the advantages and disadvantages of various methods, the scissor-hanging type anti-scratch process is adopted. According to Xu Guohua, director of the civilian shear factory, with the improvement of the company's specialization level, the current branch is mainly responsible for the three processes of shoveling outside the mouth, assembly and inspection, so that the branch has more energy to engage in process improvement and innovation; The hanging process is currently implemented on the civilian handle shearing series. After injection molding, the civil shearing tool is applied to the branch. That is to say, each person picks up the semi-finished product with an iron rod and puts it into a fixed turnover box and sends it to the shovel. After the shovel is finished, the small outer mouth is sent for assembly as is. After the assembly, it is still checked with a turnover box. After the inspection, the product turnover box is sent directly to the packing plant for packing. During the process of product circulation, all of the products used a hanging process to eliminate the scraping problem of the scissors.
A few days ago, the company’s general manager Ding Chenghong said in an interview with the author of the newspaper that the current scissor-scratch-proof process has obvious effects and has been recognized by consumers. Next, we will select more products to implement this process, so that Zhang Xiaoquan The product quality has been greatly improved.
Brand Maintenance: Shooting Scissors Drama
Do you know the legend of Zhang Xiaoquan's “Douglas snakes playing with scissors?†Do you know how “Zhang Xiaoquan†won the award at the Panama World Expo, the US World Expo in Philadelphia, and the first West Lake Expo? One year later, on the TV screen You can know all the stories.
"We will cooperate with the Huayi Brothers Culture Media Group and shoot a TV series of 'Zhang Xiaoquan' scissors." Fang Xiaohua, the designer of Zhang Xiaoquan Scissors Stores Co., Ltd., announced recently.
It is understood that after the Spring Festival in 2010, Zhang Xiaoquan Scissors Stores Co., Ltd. has signed a contract with the China Huayi Brothers Culture Media Group, officially launching a 30-episode TV drama script creation. The story of Zhang Xiaoquan, the eighth generation descendant of Zhang Xiaoquan, began to flashback. He described the history of Zhang Xiaoquan's scissors for more than 340 years in the form of a story. “We are a hundred-year-old brand and have deep cultural heritage, so we must create a cultural industry that belongs to our own brand.â€
On Dongzhou Island in Fuyang, the start ceremony was held for the “Zhang Xiaoquan†Fuyang Hardware Technology Park. The old brand “Zhang Xiaoquan†will enter a new era. From scissors to knife, scissors, hardware development.