The snow is flying to welcome the new year, and time flies to the end of the year. In 2023, which is full of expectations and changes, whether it is challenges or surprises, hardships or warmth, it has become a solid footprint for the brand's growth. As a knife and scissors brand with a history of nearly 400 years, Zhang Xiaoquan has always adhered to the ancestral motto of "good steel and fine work" in the torrent of development of the times, and interpreted the brand vision of "ingenuity casting beauty" and the persistent pursuit of a better life in a modern way.
In the first half of 2023, Zhang Xiaoquan carefully planned a user UGC experience activity led by "Cutting Out a Diverse Life" with the theme of "A Dialogue in Time and Space of a Scissor"; In the second half of the year, around the theme of "craftsmanship and craftsmanship", a series of public welfare knife and scissor grinding services were carried out, as well as a number of unique user experience activities, to promote and protect the spirit of craftsmen and traditional Chinese culture for hundreds of years through hands-on experience of traditional handicrafts.
It is understood that throughout 2023, Zhang Xiaoquan will conduct a total of 10 user experience activities and obtain 991% user satisfaction, 100% of participating users joined Zhang Xiaoquan members, and received 454 real user feedback, established 1 Zhang Xiaoquan activity user community, and spread 3324 online820,000**, 650,000 interactions.
In terms of implementing public welfare actions, in 2023, 6 sessions of Zhang Xiaoquan's user service will be carried out in the community, covering 11,088 people, serving 542 families, and repairing 1,250 knives and scissors. From these data, it is not difficult to see that Zhang Xiaoquan is sinking his heart and heart to do brand and service.
A pair of scissors for a space-time conversation: connecting the user's emotional resonance
In this journey across time and space, Zhang Xiaoquan not only witnessed the passing of skills through the long years with the help of scissors, but also met a group of craftsmen and friends gathered for a common mission through scissors, such as Ms. Lin Hai, who is committed to the dissemination of traditional Chinese aesthetics, Dong Yaping, the sixth generation of Fuzhou paper-cutting art, and Li Xiang, the owner of a well-known restaurant in Fujian. Zhang Xiaoquan joins hands with craftsmen in various fields to carry cultural inheritance with products, create high-quality daily utensils for the people, and show the spirit of China's new craftsmen to the world.
In 2023, Zhang Xiaoquan's time and space journey series of scissors will be held).
In March, Zhang Xiaoquan kicked off the first user experience activity of 2023 with a spring equinox tea party, using tea as a medium to make close friends in the beautiful scenery of Fuchun Mountain Residence. The high-quality tea sets and scissors show Zhang Xiaoquan's practice of the concept of harmonious coexistence between nature and utensils.
In April, closely following the hot spots of life and people's yearning for a better life, Zhang Xiaoquan brought his ingenuity into the scene of public workplace life, advocating to perceive the details of life with heart and treat everything with a normal heart, so as to achieve each other and go further.
In May, Zhang Xiaoquan teamed up with Fang Huichuntang, another century-old intangible cultural heritage brand, to hold an activity of "Cutting Out a Diverse Life", bringing intangible cultural heritage skills into daily life, allowing consumers to deeply experience Zhang Xiaoquan's different categories of scissor products, and understand the traditional production skills behind various creative handicrafts. At the same time, the purchase of charity bags also gives everyone the opportunity to contribute to public welfare. In addition, Zhang Xiaoquan also actively promoted the development of new labor education, and cooperated with Hangzhou Fuchun No. 7 Primary School to build a "craftsman food workshop" to integrate the spirit of craftsmanship into campus practical education.
Zhang Xiaoquan's main brand activities in the first half of 2023).
Craftsmanship and heritage: brand practices that blend tradition and modernity
In the second half of the year, Zhang Xiaoquan paid more attention to the theme of "craftsmanship and inheritance", and took advantage of the opportunity of traditional festivals to interpret traditional culture in modern ways by holding more normalized user communication activities, and listened to users' feedback and suggestions.
The user experience activities of the Dragon Boat Festival, the theme activity of "Slender Clouds and Craftsmen" of the Qixi Festival, the in-depth practice of new labor education, and the experience activities of "Picking up Fun Winter Solstice, Craftsmanship is Not Hidden" during the winter solstice are all vivid manifestations of Zhang Xiaoquan's in-depth excavation and inheritance of Chinese culture. In these activities, Zhang Xiaoquan allows users to experience the charm of traditional crafts, and at the same time, skillfully integrates brand values and traditional Chinese culture, so that each participant can deeply understand Zhang Xiaoquan's persistence in the spirit of ingenuity and determination to inherit the innovative inheritance of traditional culture.
In the second half of 2023, some of Zhang Xiaoquan's brand activities will be wonderful).
It is particularly worth mentioning that from July to December, Zhang Xiaoquan launched a user service into the community public welfare activities, which has been insisted on for more than 40 years of knife and scissors grinding services to the community level, breaking the limitations of street grinding, so that residents can enjoy the grinding services of professional masters at their doorsteps, and at the same time provide a series of convenient services such as waste knives and scissors, new product trials and interactive experiences, so that more residents can feel convenience and fun. After 6 on-site services, Zhang Xiaoquan has successfully built a standardized, standardized and normalized brand service system, which is also a strong proof of the cross-border cooperation between Zhang Xiaoquan and Longfor Zhichuang Life to jointly create a better community life.
Especially during the series of activities of "Longfor Longmin Festival" held in Longhu communities in Shanghai, Hangzhou and Ningbo, Zhang Xiaoquan and Longfor jointly created a special brand linkage session, which won the enthusiastic response and praise of the owners through down-to-earth offline interactions such as ingenious food, knives, scissors and grinding. It is understood that since the establishment of the knife and scissors grinding service team in 1983, it has traveled all over the country in the past 40 years, served 200,000+ people, and repaired and sharpened more than 400,000+ knives and scissors.
Zhang Xiaoquan x Longhu Zhichuang Life helps Longmin Festival Hundred Family Banquet).
Brand image upgradeWin the hearts and minds of consumers
In 2023, Zhang Xiaoquan will also make a breakthrough in the brand image, launch the IP image of the new craftsman, and develop a series of peripheral products, such as emojis, rotating mobile phone holders, fans, canvas bags, etc., to further shorten the distance with consumers. In addition, Zhang Xiaoquan also actively explores the field of digitalization and has issued a series of high-profile national style digital collections, which have opened up a new path for the inheritance and innovation of intangible cultural heritage skills, and have been loved by the majority of users.
In 2023, some of Zhang Xiaoquan's IP peripheral products will be displayed).
Conclusion
Whether it is a splendid brand activity or an unswerving public welfare action, Zhang Xiaoquan has always adhered to the corporate tenet and brand concept of "good steel and fine craftsmanship, ingenuity and beauty", continued to gain insight into consumers' needs for product quality, cultural connotation and emotional communication, maintained close communication and contact with users, and was committed to providing better products and services.
Although it has nearly 400 years of profound accumulation, in the face of the ever-changing trend of the times and fierce market competition, Zhang Xiaoquan still maintains a posture of keeping pace with the times. Looking forward to the upcoming 2024 and even the longer future, Zhang Xiaoquan will continue to learn and develop, listen to the voices of users with an open attitude, endow the brand with deeper humanistic care and living temperature, and create a better life picture with thousands of users.