Wald: Creating a world-renowned brand of superhard tools

**Abstract** Wald has positioned 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 established Wald's leading position in the global superhard tool industry. Not only that, but Wald is proud to tell the world that it is a true global brand made in China," said Zhang Zongchao. From the very beginning, Wald aimed to become a global brand within the ultra-hard tool industry. Its name, WORLDIA, reflects this vision. "We have built Wald’s leading position in the world’s superhard tool industry. Not only that, but we are also proud to declare that Wald is a world brand and a Chinese-made world brand," Zhang Zongchao emphasized. Zhang Zongchao, Chief Engineer of Superhard Tool Design and Manufacturing at Beijing Wald Superhard Tools Co., Ltd., is one of the key figures behind the company’s success. With over a decade of experience in the field, he has witnessed the evolution of superhard tools in China from their early stages to maturity. Since its official entry into the tool industry in 2006, Beijing Wald Superhard Tools Co., Ltd. has quickly become a leading manufacturer of high-end superhard tools. The company specializes in products such as high-permeability non-slip diamond cutter wheels, high-quality PCD/PCBN tool products, and advanced 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 growth and has become a well-known brand in China. Zhang Zongchao shared insights on the development of the industry, noting how superhard tools have evolved from being niche to becoming essential in many industries. With the advancement of CNC technology, more domestic customers are using high-performance cutting tools, and superhard tools have gained popularity for their stability, durability, and efficiency. As a result, the market for superhard tools has expanded rapidly, with many companies now producing large volumes of these tools. Zhang Zongchao highlighted that while foreign countries continue to invest heavily in research and development of superhard materials, Chinese companies like Wald have also developed their own unique capabilities. Today, superhard tools are used not only for traditional materials like aluminum and copper but also for difficult-to-machine composites in industries such as automotive, aerospace, and electronics. Wald’s forward-thinking approach and accumulated expertise have allowed it to enter the superhard tool industry in 2006 and establish itself as a leader. Before that, its predecessor, Beijing Xiboer Technology Development Co., Ltd., was founded in 2000 and provided processing services for superhard materials. Over the years, it gradually expanded into the production of PCD/PCBN blade materials and later into the development of hot-wire CVD diamond materials. In 2006, Beijing Wald Superhard Tools Co., Ltd. was officially established, and by the end of 2010, the company reorganized its assets and operations to form the current entity. Through continuous innovation and product development, Wald has earned the trust and support of experts and customers in the industry. Today, Wald develops and produces high-precision, high-quality PCD/PCBN tools, serving a wide range of industries. Its products are used in the machining of non-ferrous metals, ferrous metals, ceramics, plastics, carbon composites, and more. Wald offers tailored solutions for different applications, including wind power parts, roll processing, auto parts, stone engraving, and carbon processing tools. The company’s core competitiveness lies in precision and efficiency. With state-of-the-art production equipment, including high-precision CNC grinding machines, laser cutting systems, EDM machines, and more, Wald ensures top-quality products. It has also invested in advanced testing equipment and a strong R&D team to continuously improve performance and quality. In addition to hardware, Wald emphasizes software and talent development. With over 400 employees, the company has a dedicated technical team that works on every stage of product development, from R&D to application. Wald also invests heavily in employee training, allocating over 3% of sales annually to enhance skills, safety awareness, and overall team cohesion. Wald continues to innovate, introducing new technologies such as PVD-coated PCBN inserts and mini PCBN inserts to meet customer needs. The company also provides on-site technical support, helping customers optimize their processes and achieve better results. Through online platforms like Tmall and Alibaba, Wald has expanded its reach, making its high-quality tools accessible to more customers. This innovative approach demonstrates the company’s commitment to staying ahead in a competitive market. Brand building has been a key focus for Wald from the start. Positioned as a global brand, the company aims to be a world-renowned name. “We are proud to say that Wald is a world brand made in China,” Zhang Zongchao said. Wald has grown through strategic marketing, participation in major exhibitions, and collaborations with media outlets like CCTV.com. Its reputation has spread both domestically and internationally, with many customers recommending the brand based on word of mouth. In 2013, Wald won second place in the enterprise group of the China Innovation and Entrepreneurship Competition for its high-permeability diamond cutter wheel project. This achievement highlights the company’s dedication to technological innovation and quality. As Chen Jifeng, General Manager of Beijing Wald Superhard Tools Co., Ltd., stated: “The Wald diamond cutter wheel series broke the Japanese monopoly in high-end glass cutting and helped more people believe in Chinese private enterprises.” With a passionate team and an international vision, Wald is determined to become a globally recognized brand.

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