INSPIRATIONAL BRAND CATEGORY
William Tools Co., Ltd.
Industrial & Commercial Products Industry
www.wtools.com.tw
Information about the Company and Brand
William Tools Co., Ltd. was established in Taichung City with a capital investment of NT$6 million in 1999. The main product line is ratchet handles. At that time it was the market leader and pioneer of locally produced, high quality complete products, product development and innovation, wide and practical product range, and sustainable management.In July 2002, the company moved to the Taichung Industrial Park due to rapid growth which saw the company’s produces sold in over 40 countries. The success of William Tools can be attributed to William Chiang’s persistence on quality and his modest leadership. In 2011, the company again had to move to a bigger premises due to strong growth. William Tools moved into the Central Science Industrial Park and is the only hand tool manufacturer located in the park. This improved the company’s image to both domestic and foreign customers. Four years later, the company relocated into a bigger premises with a high-tech Automated Storage & Retrieval System (AS/RS).
Brand Elements
William Tools is now one of the main subcontractors of well-known European hand tool manufacturers. The company learned the technology of European and American manufacturers and apply this experience to strengthen product development and innovation. The company’s business is currently divided into two categories, one offering original equipment manufacturing (OEM) and original design manufacturer (ODM) service to foreign hand tool brands and the other actively developing its own brand. To achieve this, William Tools will make innovation as its main goal and will develop and design products that meet market demands.William Tools’ products are categorised as non-powered hand tools, which can be divided into household, maintenance and industrial grades. The company’s main clients include traders, brand owners and large-scale professional users.
Continually pursuing excellence for perfection, and be appreciative to build a happy enterprise.
Inspiring Identity
In 2010, William Tools jointly ventured into the “Ace Tools” brand with Shanghai Actual Tools, its first step in brand management. However, due to many problems and challenges including price competition, product plagiarism, insufficient sales channels, insufficient branding and low customer loyalty, the cooperation was terminated.Despite that, the company is not discouraged by failure, nor giving up the target of brand management. They continue to learn and gain experiences from their previous failures, re-adjusting their paces to benefit future brand management.
Achievements and Impact
In 2000, William Tools developed the first curved streamlined ratchet handle in Taiwan. Due to its design and functionality, the product saw overwhelming demand and sales grew substantially. In 2010, William Tools relocated to the Taichung Science Park, making it the only domestic hand tool manufacturer in the Park. In 2015, the company launched its second-phased plants, expanded its office building and introduced the high-tech Automated Storage & Retrieval System (AS/RS). In 2017, William Tools established its International Laboratory Accreditation Cooperation (ILAC) certificated standard laboratory.Future Direction
Moving forward, William Tools aims to increase its volume and diversity of products including aerospace-class torque wrench. The company also aims to operate its own brand in addition to existing original equipment manufacturing (OEM) and original design manufacturer (ODM) models and expand its CSR activities and sustainable operations.BRAND MILESTONES
