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In 1953, three researchers at Rocky Chemical in San Diego, California, embarked on a mission to create a de-rust solution for aerospace applications. After 40 attempts, they finally developed a unique formula that has remained unchanged to this day. This breakthrough led to the birth of WD-40, a product now recognized globally.
Today, WD-40 is a leading global consumer goods company with a rich history dating back over 70 years. Headquartered in San Diego, the brand has expanded its reach to more than 170 countries worldwide. Its products are used across various industries, including military, aerospace, automotive, and household settings. Known as the "universal maintenance agent for metal," WD-40 is celebrated for its versatility—capable of preventing rust, lubricating, cleaning, and even improving conductivity.
WD-40 entered the Chinese market in 1994, when it was first introduced through local distributors. In 2006, WD-40 China Co., Ltd. was officially established under Shanghai Wudi Trade Co., Ltd. Since its official launch in 2007, the brand has seen consistent growth, with annual turnover increasing by double digits each year.
According to Zhou Xingjian, Director of Marketing and Brand Protection at Shanghai Wudi Trade Co., Ltd., the flagship products in China come in two main categories. The first is the multi-purpose blue-packaged version, which offers a wide range of uses—from rust prevention to lubrication and cleaning. The second is the expert-level line, designed to tackle specific challenges such as high-temperature environments, moisture, and large-scale rust issues. These new products are a key focus for this year’s marketing efforts.
Zhou emphasized that despite being in China for six years, the brand is still in its early stages. Many factories in China do not maintain their tools or equipment properly, leading to unnecessary wear and tear. The goal is to educate consumers and build awareness about the importance of regular maintenance. While WD-40 enjoys near-100% brand recognition in countries like the U.S., UK, and France, only about 10% of Chinese consumers are familiar with the product. This presents a huge opportunity for growth.
In an era where environmental concerns are rising, WD-40 is also positioning itself as an eco-friendly solution. The hardware industry is increasingly embracing low-carbon trends, and energy-saving, environmentally friendly products are gaining traction. A significant portion of China’s steel consumption comes from discarded materials due to poor maintenance, often leading to rust and eventual disposal. By using WD-40, metal products can be preserved longer, reducing the need for new steel production—which is both energy-intensive and carbon-heavy.
Zhou explained that widespread use of WD-40 could help reduce overall hardware consumption and promote sustainability. Proper maintenance not only extends the lifespan of products but also enhances their market value and competitiveness.
To reach more consumers, WD-40 is leveraging e-commerce platforms, social media, and online networks such as Alibaba. These channels allow end-users to access information easily and engage with the brand directly. However, the e-commerce landscape in China faces challenges, including price fluctuations and counterfeit products. For example, on Taobao, the same product can be sold for as little as 5 yuan or as much as 45 yuan, creating confusion among buyers.
Zhou called for stronger collaboration between brands and e-commerce platforms to address these issues. While the anti-monopoly law prevents manufacturers from setting fixed prices, it's crucial to find a balance that protects both the brand and the consumer. He believes that open communication and mutual understanding are essential for creating a healthier e-commerce environment.