Recently, a controversial promotional video of AI-generated Zhang Xiaoquan scissors has sparked discussion. In the video, scissors branded as “Zhang Xiaoquan” are shown effortlessly cutting through large pieces of ribs, chicken bones, and more, while also indicating “AI-generated, not real usage scenario.” Some netizens have raised concerns that the related scenes may mislead consumers.
Netizens have recently expressed on social media that the “Zhang Xiaoquan scissors promotional video was created using AI, showing scissors easily cutting off large pieces of ribs, which does not align with common sense.” This news has stirred up heated debates.
The video in question was published by the account “Zhang Xiaoquan Sharp Selection,” affiliated with the store “Zhang Xiaoquan Bahé.” According to reports from the “BUG” segment, store customer service responded by stating that the video was created for creative promotion, aiming to metaphorically showcase the product’s performance in terms of hardness, toughness, and wear resistance in an exaggerated and visual manner. However, they acknowledged that this presentation style “indeed can lead to misunderstandings” and expressed apologies.
It’s worth noting that when introducing the product to consumers, the customer service mentioned that these scissors are mainly suitable for fish filleting, handling small chicken and duck bones, and trimming ingredients for delicate tasks; whereas it is recommended to use professional bone-cutting knives for large and hard bones like ribs and tubular bones. Fresh, tender ribs can be trimmed with these scissors, but they do not support cutting larger bones.
In response to the controversy, the investor relations department of Zhang Xiaoquan stated that the company would promptly investigate the matter. The current incident is not expected to have a significant adverse impact on the company’s production and operation. If the situation develops further and meets the disclosure standards, the company will disclose as required by regulators.
The AI advertisement video of Zhang Xiaoquan scissors has sparked intense discussions among netizens. Data from the Weibo AI feature “Robert Summary” shows that 58% of users strongly disapprove of Zhang Xiaoquan using AI special effects in advertising, believing that exaggerating product functionality and misleading consumers undermines honesty and damages brand credibility. 17% of users, based on their experiences, pointed out that the quality of Zhang Xiaoquan knives does not match the advertised high performance with the high price. 14% of users have noticed the prevalence of AI-generated content in the current e-commerce environment, expressing confusion over distinguishing between real and fake advertisements. 11% of users believe there are more practical brands and tools for cutting ribs.
Industry analyst Zhang Shule has stated that whether using AI-generated or live-action, if the product cannot actually achieve the effects presented in the video, the issue remains with the content of the advertisement itself, and AI cannot be used as an excuse.
Previously, Zhang Xiaoquan has attracted attention due to product and marketing issues. In 2022, there was a controversy when a consumer’s Zhang Xiaoquan vegetable knife broke while crushing garlic. The response from customer service stating “the knife cannot crush garlic” and related comments from the then-General Manager Xia Qianliang sparked widespread discussions. In 2023, the “Top Ten Consumer Rights Protection and Public Opinion Hotspots in 2022” released by the China Consumers Association also included the “knife cannot crush garlic” incident.
In 2022, Zhang Xiaoquan achieved operating revenue of 827 million yuan, an 8.75% year-on-year increase; net profit attributable to shareholders was 41.49 million yuan, a 47.3% year-on-year decrease. In 2023, revenue was 811 million yuan, a 1.93% decrease year-on-year; net profit attributable to shareholders was 25.12 million yuan, a 39.46% decrease year-on-year.
In August of this year, a nail clipper poster featuring the Zhang Xiaoquan brand logo and the text “Trim your nails well, touch wherever you want” circulated on the internet. Zhang Xiaoquan’s customer service later confirmed that the related poster was a fan’s creation and not an official release.