The 'Shanghu grinding wheel factory' founded by Mr. Chaosheng Xu in Shanghu village becomes one of the few industrial enterprise in Yongkang County. At the beginning the factory employ only 10 workers to produce grinding wheel blades and it has a very small production scale.
The products shipment can only be made through post office and the annual sales amount was about 100.000 RMB (14.000 $). In the following years the company increases sales in the domestic market and it starts to develop export trade.
The factory pays tax for 500.000 RMB (70.000 $) every year and it becomes the local biggest tax payer. Meanwhile it negotiates an important joint venture with foreign partners and it changes its name in ‘Zhejiang Yongkang Jiamei resin grinding wheel Co.,Ltd.’
In the same year it builds its first own workshop improving its managment mode focusing on new ideas and technologies innovation.
The CROWN name begins becomes popular both in domestic and overseas markets.
The ever more consistent growth of the company convinces the leadership to diversify its own products line and to start to engage in production and sales of power tools. In the following years the sales amount of the company exceeded 10 million of RBM (1.400.000 $).
In the same period , Mr. Steven Xu joins the leadership team. His modern business point of view favors the hiring of foreign talents by increasing the company's competitiveness at international level. The company obtains UL, GS, CE and EMC professional certifications and it expands the sales of products from Middle East, South America and Southeast Asia markets to European and American markets.
The company establishes the ‘CROWN Power Tools Manufacture Co.,Ltd.’ in Jinhua and in the following 2 years the whole sales amount of CROWN Group exceeded 100 million of RMB (140.000.000 $).
In May 2002, CROWN starts to cooperate with leading world brands of powertools on OEM project. In March 2004, the company creates CROWN Newspaper starting to pay attention to corporate cultural construction. In May 2004 CROWN establish its own brand and begin to sell rebranded products mainly to Southeast Asia markets.
CROWN set up a joint venture with ‘Zhejiang Hengtai Machinery Co.,Ltd.’ and starts to produce garden tools in large scale. In the same year introduces the ERP number system for spare parts and products. In 2006, it establishes the ‘Zhejiang Gosail Trading Co.,Ltd.’ separating production and sales and creating a training system to train new professional talents.
To better coordinate the work between headquarters and the subsidiary companies CROWN establishes ‘CROWN Investment Group Co., Ltd.’ focused on tools manufacture and industrial investment. In 2007 in Jinhua, the plant of Hengtai CROWN is completed and put in use meanwhile has established the ‘Shanghai SOWIN Investment Co., Ltd.’.
To better manage business strategy, brands, sales, marketing, logistic and suppliers, ‘Merit Link Co.,Ltd.’ is founded in Shanghai. Merit link group acquires DWT and Tosan brands and starts to sell them together with CROWN brand both in domestic and overseas markets.
In Switzerland, in Stabio, it establishes the ‘Merit link Int. AG.’ creating a new office with professional team to follow and support communication, design, marketing, brands development and customers all over the world.
From 2016 Merit Link International AG has started to develop the European markets focusing on a new premium line of power tools and equipment called B3 series.
In the B3 line the design has been completely rethought and new stunning improvement of features and performance has been added to compete against world leader brands.
The new R&D center is engaged to develop constantly new products and categories in order to satisfy the needs of the professional users.
The employees carried the products to ship to the post office with bicycles or motorcycles.
The annual sales amount in the domestic market was 100.000 RMB, about 14.000 dollars.
The enterprise gradually grew up and in few time it became the local biggest firm.
1983
1984
1988
The first Generation of CROWN logo is designed and printed on the products.
An advertisment page that promoted the new line of CROWN grinding disc.
1992
1993
In the Yongkang CROWN power tools factory began the production of early power tools.
The annual sales amount increase until 10.000.000 RMB, about 1.400.000 dollars.
The company started to export to Middle East, South America, South-east Asia and U.S. markets.
1994
1995
1998
The first Generation of CROWN logo is redesigned and the "CROWN red color" became part of brand identity.
The new CROWN power tools factory expanded the production to garden tools, cutting tools, hammers and planers.
The annual sales amount increase until 100.000.000 RMB, about 140.000.000 dollars.
2000
2001
2002
In 2005 work began on the construction of the new plant of Hengtai CROWN.
The CROWN logo is rethinked again and was born the third and actual logo version.
To increase the investments the SOWIN Investment Co., Ltd. is established in Shanghai.
2005
2006
2007
DWT, Tosan and CROWN brands are gathered under Merit Link and sell both in domestic and overseas markets.
Few kilomters far from Lugano, in Stabio, the new design and communication headquarter is opened.
2010
2011
The CROWN B3 products line is a complete range of power tools that are powerful, light and sturdy.
The B3 line packaging with new icons set has a modern design, clear information and high quality standard.
2016
2017
CROWN has 4 own factories located in China that fully conform international standards. All of them use TPS production management system. We directly produce over 90% of our products and when we make use of outsourcing suppliers they must fully conform to the highest standard both in terms of quality and labor protection.
Our manufacturing complex consists in 4 factories with a total area that covers more than 105.000 sqm. The plants's dimensions allow us to cover the whole process of production and also to have an efficent and fornished warehouse.
The company employes over 1500 people to cover our international business necessities. Thanks to the factories workers, the international management, the sales and all the professional talents which work in our marketing and design department we can provide the best service to the final user.
CROWN operates its business in 40 countries all over the world and sells products in all five continents. Our market share constantly increases year by year.
CROWN yearly produces over 4 millions of power tools and over 9 millions of accessories. All our production fully conform international standard.
CROWN is within top 5 list of Chinese hardware equipment manufacturer factories by size and yearly business volume.
CROWN fully satisfies the needs of hardware tools sector. To meet our customers demands we have developed our products range within 5 macro areas: power tools, accessories, garden / welding equipment and air tools.
Our prodcuts are built and designed following the highest quality standard. Most of categories are the best in class and every customer can find the appropiate solution to facilitate his daily job. Make it faster, make it better.
The B3 line products are versatile, innovative and they fully meets the requirements of professional users. The linear and modern design combined with great robustness and powerful makes our power tools beautiful to see and easy to use.
We look ahead, anticipating and responding to change with agility. We are problem-solvers who explore new ideas and we are driven to find the ideal solution. We challenge the status quo, think outside of the box, and learn from our experiences. We encourage and value informed initiative-taking.
All our relationships are built on trust. We are transparent and ethical. We act with integrity, keep our word, and treat everyone with respect. We empower others and we feel empowered.
Our strength is in the power of our collaboration and teamwork. We leverage our best-in-class skills, our best practices and our ideas locally and across the globe.
We believe in providing quality and value in everything we do, to our clients and to our communities. We seek new project and client opportunities. We have a positive attitude and we flourish in an inspiring and enjoyable atmosphere.
This is reflected in our attention to client needs, and reinforced in our work environment by the way we support each other. We are socially responsible and have a positive impact on our communities. We diligently ensure that sustainable principles are woven into all that we do. We make health and safety a priority.
It is a world-class leader in design, manufacturing and marketing of power tools, outdoor power equipment, and hardware related products for consumers, professional and industrial users in the home improvement, repair and construction industries. Our unrelenting strategic focus on powerful brands, innovative products, business operation excellence and exceptional people drives our culture.
We’re an international group, we sell our brands in more than 40 countries worldwide. To control this huge network we’ve established two hedquarters and we’re going to open three subsidiaries strategically located in the heart of the most interesting markets. Our branch officies supervise operations and markets expansion. Our officies are the touching points with our business partners, keep the relationship and grow the business, together.
Merit Link has two bases, one in Switzerland and one in China. These are our hequarters, in Switzerland we’re focus on the brand management, product design, R&D and innovation.Switzerland branch is also the base of purchasing and sales for EMEA markets. In China we’ve the core of the operation center, production sites, chainstores for China domestic market and sales management for APAC markets.
Brand management
International Image
Purchasing center OEM
Product design / communication
Operation Center
Production capabilities
Chain store
Supplier union
Under the same business model concept and management system operate the business worldwide. Our offer consist in a combination of products and sales channel. We’ve developed a group of brands to fulfill the markets needs and our own retail network to push the products in the market. Combining traditional off line sales method with On-line platform of E-commerce.
On World-wide markets Meritlink is delivering an offer based on a multi-brand, multi positioning Architecture. Thanks to its four private labels can offer a complete solution for the hardware tools sector. Four quality levels and a wide range of products can satisfy the demand of the markets. Today Meritlink operate the business in 40 countries worldwide and continuosly expand the markets.
In China domestic market Meritlink is operating a new solution based on Chianstore business model. Meritlink refer to a famous player of hardware stores. Meritlink is a Tools and Service provider and combine offline + on-line offer in order to compete in the market. The product offer include private labels, agent brands and famous brand in the hardware sector.
In China domestic market Merit Link has started its own chainstores to better support the growing demand of hardware tools. Merit Link can support and help the retailers to build a complete infrastructure to better serve the users. Joining Merit Link the shop owner can access to a world of opportuinites, having a wide choice in terms of brands/products selection and services like warehousing, purchasing, promotion.
Image renovation
Marketing promotion
Brand promotion
Warehouse
After sales service
Manteinance
Technical support
Customer care
Power tools
Garden tools
Welding equipm.
Hand tools
Pneumatic equipm.
Private labels
Agent brands
Famous brands
Managment
Technical training
Product training
Common image
Standard products
Standard service
Standard managment
Talent input
Merit Link fulfill the necessities of hardware market, offering a complete group of brands with different quality level positioning. We’ve four private labels and also agent brands. The products and categories are developed according the different necessities of each professional segments under the same vision and strategy. In order to always provide the best products, with the best technology at the best price.
Industrial
Professional
Decoration
Industrial
Professional
Decoration
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