Industry Activities
The Most Reliable Total Bolting Solution Provider
TONE CO., LTD.
by Dean Tseng, Fastener World
As a public listed bolting solution company, TONE provides hand tools (such as socket wrenches), electric & pneumatic tools, torque managing device, bolting equipment and tool storage cabinets for all bolting solutions. It is also a comprehensive tool maker which has already set foot in fields like assembly (of automobile, aircraft, etc.) as well as maintenance for construction, bridges, civil engineering, plants, and railways. It offers after-service like repair and inspection, provides advice for product selection and proposal for special products, and has technical consultancy service. Overseas sales account for 25% of TONE’s revenue and the proportion increases annually.
An Innovative Tool Inventor & “Good Design Award” Winner
R&D in the tool industry is frequent and every year new tools with groundbreaking features are rolled out. Overseas Div. Assistant Manager Mr. Keisuke Watanabe told Fastener World Magazine, “The most long-standing and popular tools are those with high performance, stable quality, simple and universal design. Indeed, specific tool functions tailored to certain markets (e.g., car/bike maintenance) and workplaces are important as well, but it is most important to capture the need of customers and speedily commoditize it. TONE combining R&D and sales rolls out several new products every year and the sales proportion of new products increases annually.”
Most notably, TONE’s “Next Generation Tool Series” (ratchet handles & spinner handles) received Good Design Award in 2014. Keisuke explained, The tool series are built for comprehensive and multiple purposes. The reason we won the award is because the entire company including our R&D, production, sales, and project teams are particular about brand logo design, color, texture, weight balance, quality, and product lineup. This concept is rooted in the mindset of TONE’s employees and also applies to our office building, warehouse, equipment, staff outfit, business card, envelop, etc.”
Global Strategic Deployment Via Taiwanese & Vietnamese Subsidiaries
“Global expansion and strategic planning are important policies to us. In order to grasp the global market share from ASEAN, Eastern Asia, North America, South America, to Europe, we set up a branch in Taiwan which produces and sells hand tools and equipment,” said Keisuke. The Taiwanese branch cooperates with Japan headquarters and utilizes its strength as a comprehensive tool provider not particularly limiting itself to hand tools or electric tools.
With the coming ASEAN Economic Community, increase in population will bring positive prospects for development, and therefore, ASEAN is a very important target region for TONE. The Vietnamese branch (Tone Vietnam Co., Ltd.) located in Đồng Nai Province, comprising office and factory, started operation in June 2015. It is in charge of producing torque managing equipment and sales in Vietnam. Keisuke added, “As ASEAN relatively lacks the awareness and knowledge of torque management, it won’t be easy for us to expand business there. Thus, we set up a showroom where everyone can experience our products (such as our shear wrench that tops the world’s market share) and a presentation room filled with technical knowledge. We also adopt the same testing equipment that we use in Japan in order to ensure our products and service are on par with the Japan headquarters.” Together with the Japan headquarters, the establishment of the Taiwan branch and the Vietnam branch are part of TONE’s mid and long-term global strategy.
A Renowned Brand in the Automotive Market
TONE has been well recognized by carmakers, but in the beginning it was not well known in the after-market. After TONE redesigned and rolled out the next generation series characteristic of sizes (smaller diameter/thinner/diverse length range, better use in narrow and deep places), functions (use at small oscillation angle, no dropping sockets or nuts), and surface treatment (anti-slip), TONE saw considerable acceptance in the after-market of car race, water scooter, D1 Ladies League, etc.
TONE has acquired ISO certificate for 15 years and its ISO-compliant standards and rules have become the unique customer-oriented “TONE management system". Keisuke said, “We are actively looking for new markets and partnership for bolting solutions, new production techniques and sales expansion. Welcome those who are interested to contact us.”
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