WD-40 China
Wholly foreign-owned subsidiary of WD-40 Company (NASDAQ: WDFC), responsible for the import, distribution, and marketing of WD-40 multi-purpose lubricants and WD-40 Specialist products across mainland China.
- CEO / Founder
- Steven Andrew Brass
- Team Size
- 11-50
- Stage
- Public
- Key Investors
- WD-40 Company (NASDAQ: WDFC) - publicly traded parent company
Technology & Products
Key Products
WD-40 Multi-Use Product (multi-purpose lubricant, penetrant, rust preventative); WD-40 Specialist line (industrial maintenance, automotive, bicycle, marine care products); WD-40 Specialist Industrial Maintenance line
Differentiation
Value Proposition
Provides WD-40's iconic multi-purpose lubricant and specialist maintenance products to Chinese industrial, automotive, and consumer markets through an extensive nationwide dealer network.
How They Differentiate
As the wholly-owned China subsidiary of the global WD-40 Company (NASDAQ: WDFC), the entity benefits from the iconic brand's 70+ year heritage, proprietary formula, and global supply chain while providing localized sales, marketing, and distribution across China.
Market & Competition
Target Customers
Industrial maintenance professionals, automotive workshops, bicycle enthusiasts, DIY consumers, and household users across China
Industry Verticals
Industrial Maintenance; Automotive; Aerospace; Electronics; Construction; Marine; Bicycle; Household/Consumer
Competitors
3M (industrial maintenance chemicals); CRC Industries (industrial lubricants and chemicals); Liqui Moly (automotive additives and lubricants)
Growth & Milestones
Major Milestones
1996: WD-40 products first imported to China via distributors; 2006: China subsidiary registered as Shanghai Wu Di Trading Co., Ltd.; 2013: Renamed to Wu Di (Shanghai) Industrial Co., Ltd.; 2015: WD-40 Specialist line introduced to China; 2017: Tmall flagship store launched; 2023: WD-40 Company 70th anniversary