Wald: Creating a world-renowned brand of superhard tools

**Abstract** Wald has established itself as a localized international brand in the ultra-hard tool industry since its inception. Just like its English name, WORLDIA, it aims to become a globally recognized brand. "We have built Wald's leading position in the global superhard tool industry. Not only that, but Wald is proud to tell the world that we are a global brand, made in China," said Zhang Zongchao. From the very beginning, Wald positioned itself as a localized international brand in the ultra-hard tool sector. Like its name, WORLDIA, the company strives to become a world-renowned brand. "We have built Wald’s leading position in the global superhard tool industry. Not only that, but Wald is also proud to tell the world that we are a world brand and a world brand made in China," Zhang Zongchao added. Zhang Zongchao, Chief Engineer of Superhard Tool Design and Manufacturing at Beijing Wald Superhard Tools Co., Ltd., shared his insights on the company’s journey and vision. Beijing Wald Superhard Tools Co., Ltd., which officially entered the tool industry in 2006, has quickly become a leading manufacturer of superhard tools in China. Today, the company focuses on high-end superhard tool products, including high-permeability non-slip diamond cutter wheels, high-quality PCD/PCBN tool products, and premium PCD and carbide saw blades. These products are sold both domestically and internationally, receiving widespread praise from customers. In the fast-growing superhard tool market, Wald has achieved remarkable success in a short time, becoming a well-known brand in China. The reporter had the opportunity to interview Zhang Zongchao, the Chief Engineer of Superhard Tool Design and Manufacturing at Beijing Wald Superhard Tools Co., Ltd. **Broad Market Prospects** With over 10 years of experience in the industry, Zhang Zongchao has witnessed the development of superhard tools in China from its early stages to maturity. In the late 1990s, superhard knives were just entering the Chinese market, with limited understanding and research mainly confined to academic institutions and research institutes. The total number of superhard tools was under 20,000. However, this situation changed rapidly. As modern machining technology advanced, especially with the maturation of CNC technology, more domestic customers began using CNC machine tools for processing. They sought tools with longer life and higher efficiency, and superhard tools offered unparalleled advantages in stability, performance, and productivity. This led to increased popularity among customers, and many domestic superhard tool companies emerged, some producing tens of thousands of tools per month. Zhang Zongchao noted, “Foreign countries continue to invest heavily in research on superhard materials and cutting tools, launching new ideas, processes, and products every year. After over a decade of development, Chinese superhard tool companies have developed their own unique strengths. Today, superhard tools are not only used for conventional materials like aluminum and copper, but also widely applied in difficult-to-machine materials such as composites. They play an increasingly important role in industries like automotive, aerospace, electronics, and more. It is within this context that Wald, with its forward-thinking vision and accumulated expertise, entered the superhard tool industry in 2006.” **A Sudden Rise in Focus on Professional Achievement Leading Brands** Before entering the superhard tool industry, Wald’s predecessor, Beijing Xiboer Technology Development Co., Ltd., was established in 2000. Initially, it focused on providing processing services to manufacturers of superhard tools and materials, such as cutting and polishing. In 2002, it began supplying large quantities of PCD/PCBN blade materials, becoming a major supplier at the time. By 2004, the company started developing hot-wire CVD diamond materials. After officially entering the tool industry in 2006, Xiboer leveraged its extensive experience in processing superhard materials and deep understanding of tool requirements to develop cutting-edge products tailored to specific industry needs, expanding the application of superhard tools. In 2006, Chen Jifeng founded Beijing Wald Superhard Tools Co., Ltd. At the end of 2010, the quality assets and business of Beijing Xiboer were reorganized into “Beijing Wald Superhard Tools Co., Ltd.” Through continuous innovation, Wald gained recognition from industry experts and customers. “Starting from materials, Wald can better control the quality of superhard tools from the source. Years of experience have allowed us to continuously improve our practices. We also collaborate with universities to further test and apply materials, refining our technology and enhancing product performance and quality,” Zhang Zongchao explained. Today, Wald develops and produces high-precision, high-quality PCD/PCBN tools with its unique design and processing technology. It leads in carbon processing tools and is a leader in many industrial machining fields. Wald tools are widely used in processing non-ferrous metals, ferrous metals, hard alloys, ceramics, graphite, plastics, fiberglass, wood, stone, and carbon-based composite materials. In areas such as wind power parts, roll processing, auto parts, stone engraving, and carbon processing, Wald provides customized solutions to help production companies achieve better results, aiming to become the leading brand in the superhard tool industry. **Precision and Efficient Technology is the Core Competitiveness** Globally, “high precision, high efficiency, and environmental protection” is the direction of modern manufacturing. The market share of superhard tools is growing year by year. As a renowned global tool manufacturer, Wald continues to expand its service offerings. In this era of economic transformation, China’s manufacturing industry faces significant challenges. How to transition from labor-intensive to high-end precision manufacturing? How to improve efficiency and reduce costs while ensuring quality? Wald relies on its sophisticated and efficient tool concept, making technology its core competitiveness. On the hardware side, Wald has world-class production equipment, including dozens of high-precision CNC automatic and semi-automatic tool grinders, nearly 50 independently developed and designed high-precision laser cutting machines, over 100 large-scale grinding and polishing machines, 30 CNC EDM machines, and nearly 100 wire-cutting and machining devices, including FANUC five-axis CNC wire-cutting machines. Wald is certified under ISO9001:2008 and ISO14000 standards. It also uses high-precision ultrasonic non-destructive flaw detectors (C-Scanner and B-Scanner), universal tool microscopes, metallographic microscopes, wear ratio detectors, and other advanced testing equipment. A complete and systematic quality testing system ensures that product performance meets customer requirements. In terms of software, Wald employs over 400 staff, with a core technical team that has extensive industry experience. The company has a revolving team that develops a full process from R&D to production and application, helping customers solve machining problems effectively. “For talent, Wald fully respects their platform and space for development. We invest over 3% of annual sales in training and development, focusing on improving employees’ management, thinking, and professional skills. This enhances team cohesion and prepares for long-term growth,” Zhang Zongchao said. Because of its strength in both hardware and software, Wald remains competitive in the market. As Zhang Zongchao stated, “We are not afraid of competition. On the contrary, we can compete with the most influential products to demonstrate Wald’s value.” **Continuous Innovation to Provide Customers with Advanced Products and Technologies** Innovation is the foundation of any successful product. With the spirit of “competing at the peak of the industry and creating a world-famous brand,” Wald has continuously innovated, overcoming challenges in processes, welding, and sharpening, and securing numerous patents. The introduction of PVD-coated PCBN inserts and mini PCBN inserts meets customer demands for high precision, efficiency, and cost reduction. Additionally, Wald has enhanced technical support, with technicians visiting customer sites to provide guidance and help optimize processes, offering customized tool solutions. In 2013, Wald launched a new PCBN coated blade, “the first of its kind in China,” according to Zhang Zongchao. This innovation helps customers improve tool life, enhance performance, and reduce costs. It is reported that the coated blade can increase production efficiency by up to 20%, and even 50–80% in certain conditions. Wald is also focusing on innovations in the automotive and aerospace sectors. The company has organized its main processing applications into standard tools and developed several dedicated product lines, increasing investment in the automotive industry. In aerospace, Wald has prepared in advance, working with machine tool manufacturers to provide products that meet customer needs, helping them improve their manufacturing capabilities. Wald’s innovation extends to marketing strategies. Its products are now available on platforms like Tmall and Alibaba, allowing customers to easily access high-quality German-made products online. This not only saves time and maintenance costs but also reduces logistics expenses. Wald’s bold move into online sales reflects its innovative spirit. **Continuous Deep Cultivation to Lead the Superhard Tool Industry** To ensure long-term growth, brand building is essential. From the start, Wald aimed to become a localized international brand in the ultra-hard tool industry. Just like its name, WORLDIA, it seeks to be a globally recognized brand. “We have built Wald’s leading position in the global superhard tool industry. Not only that, but Wald is proud to tell the world that we are a global brand, made in China,” Zhang Zongchao said. Through key exhibitions, website promotions, and media outreach, Wald has helped more customers recognize and understand the brand. The company also partnered with CCTV.com for brand marketing. Expanding beyond the domestic market, Wald has successfully explored overseas markets. Zhang Zongchao said, “Customer trust is the best reward for the Wald brand. Many of our customers come through word-of-mouth, and Wald is gaining more and more favor.” **Editor’s Note** On March 3, 2013, CCTV-2 broadcasted the “Technology Innovation, Achievements – 2012 First China Innovation and Entrepreneurship Competition” award ceremony, announcing the top 12 enterprise group winners and the top 10 group winners. Beijing Wald Superhard Tools Co., Ltd. won second place in the enterprise group with the third overall score, thanks to its “high-permeability toothed diamond cutter wheel” project. As Chen Jifeng, General Manager of Beijing Wald Superhard Tools Co., Ltd., said, “The Wald diamond cutter wheel series broke the monopoly of Japanese companies in the high-end glass cutting field, and also inspired more confidence in Chinese private enterprises. We believe that with the goal of ‘competing at the peak of the industry and creating a world-famous brand,’ and with a passionate, visionary team, Wald will become a globally recognized brand.”

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