WD-40 optimistic about China's market potential

In 1953, Rocky Chemical's three researchers began working on a decontamination rust inhibitor for aerospace applications at a small laboratory in San Diego, California. Through 40 unremitting efforts, they finally developed a mysterious recipe for drainage, which has been used up to now. This is the origin of WD-40.

WD-40, a global consumer goods company with many well-known brands. Founded in 1953 and headquartered in San Diego, USA. After 60 years of development, at present, WD-40 products are distributed in more than 170 countries around the world. They are widely used in military, aerospace, aircraft, automobiles, garden machinery, and households. They are known as "universal maintenance agents for metal products". It can be said that "from space to home, magical use".

WD-40 company in China in 1994, WD-40 products have been officially imported into the domestic sales agents. In July 2006, WD-40 China Co., Ltd. was officially registered with Shanghai Wudi Trade Co., Ltd. In March 2007, the WD-40 Chinese company was formally launched and opened a new chapter in WD-40 in China. Since the beginning of product sales in 2007, the annual turnover has grown by two digits.

According to Zhou Xingjian, director of marketing and brand protection at Shanghai Wudi Trade Co., Ltd., WD-40's flagship products in China are two types, one is a multi-purpose category for blue packaging, and one product can solve multiple problems. Many uses and properties, including rust prevention, dehumidification, rust removal, lubrication, cleaning, conductivity, etc.; the other is the newly introduced expert level, to provide solutions to specific problems, such as high temperature environment, rain, large area Rust, etc., is also the focus of this year's product launch.

In addition, the Director Zhou emphasized: “Although WD-40 has been developing in China for 6 years, brands and products are still at the initial stage. After investigation, it was found that half of the factories that use hardware tools in China are not maintaining machine equipment or It is a tool, so our approach is to constantly influence consumers and allow them to form the concept of maintaining machinery and equipment.The popularity of WD-40 products in the United States, Britain, France and other advanced countries is almost 100%, and they are known and used in China. There is only 10%, so WD-40 has great market potential in China."

WD-40 Products Association Environmental Protection Today, the hardware industry is also popular in the "low-carbon heat," energy-saving, environmentally friendly products will come to the fore, and WD-40 has become a hardware product leading to energy-saving environmental protection carrier. A quarter of China’s steel consumption is not due to demand, but to abandoned steel. The main reason for scrapping steel is that it has not been maintained, causing it to rust and lose its original role.

Director Zhou Xingjian told reporters that when the WD-40 product is more widely known and used, it will reduce the consumption of the hardware industry. The production of steel is a very energy-consuming industry. Therefore, as long as the maintenance of the products is done, it is virtually an effort to save energy and reduce carbon emissions. WD-40 can keep metal products in good working condition for a long time, prolong service life and increase market competitiveness.

WD-40 promotion and promotion of “commercial carriers” to promote through e-commerce platforms is a trend in the current society, including the spread of microblogs, global hardware networks, and Alibaba through these platforms so that end users can get the information they want. This is a good way,” Zhou told the reporter.

Although e-commerce has become a common form of the market and business model, the environment of e-commerce has also encountered major problems. Among them, there is a non-standard market. Take Taobao as an example, enter WD-40, and the selling price ranges from 5-45 yuan. According to manufacturers, the cost of the product is not only 5 yuan, so there are many phenomena in the market. .

For the e-commerce environment, Director Zhou called for: According to China's anti-monopoly law, we can not fix what kind of price the seller wants to sell, which is a great challenge for our manufacturers. As a brand business, they hope to establish more effective communication channels with e-commerce companies and understand each other's positions and work together to make e-commerce business environment better.