“Zhang Xiao Quan” has been the subject of discussion on Baidu a lot recently. The statements by the company, saying that “a kitchen knife cannot smash garlic”, and “all Michelin chefs don’t cut like this”, once again caused a storm of public opinion. In the eyes of the public, Zhang Xiao Quan in time has established itself as a premium brand of knives and scissors. In fact, Zhang Xiao Quan has gone beyond just selling knives, and has positioned itself as a “brand of quality home life”, the products even expanding to razors and high-quality scissors. However, in 2022, due to their increased investment in Tiktok, Zhang Xiao Quan’s net profit fell by 46%.
