To enhance alumni sharing and exchange, the Board of Directors has curated a series of annual interviews with alumni, encompassing industry analysis and understanding of investment; industry observations and personal reflections; summaries and reviews of 2024, as well as plans and prospects for 2025.

Let us unfold this new canvas, using knowledge as the pen and practice as the ink, to jointly write a glorious chapter in industrial investment.

Photo | Zhang Chaoyang, Chairman of WH-STEEL Pipeline Technology,

shares his thoughts at the Industrial Investment Roundtable at the 2025 Industrial Investment Forum.
The following is a personal account by Zhang Chaoyang, Chairman of WH-STEEL Pipeline Technology and a PE Industry Investor Class 1 alumnus. We hope you will find it useful.

WH-STEEL Pipeline Technology is a large-scale foreign trade service company integrating R&D, production, sales, quality inspection, packaging, and transportation. After more than ten years of unremitting efforts, we have developed into a high-quality comprehensive service provider of pipes and fittings, cooperating with more than 1,000 customers in more than 60 countries. We have established branches in domestic cities such as Beijing, Jinan, Shanghai, Dubai in the Middle East, and Uzbekistan in Central Asia. Our sales have exceeded 100 million for many consecutive years, and our sales in 2024 exceeded 1 billion.

Business Model Transformation and Comprehensive Brand Upgrade

For many years, we have focused deeply on the pipe and pipe fitting industry, continuously expanding into overseas markets and achieving remarkable results. Our overseas customer base has surpassed 2,000, ushering in a comprehensive upgrade and transformation of our internal business model.

In the past, our business primarily focused on fulfilling small and medium-sized orders. As our production and service capabilities have gradually improved, the size and volume of individual orders have also increased. Since 2022, I have come to realize that our previous business model is no longer sufficient to support the growing order volume and customer demands. WH-STEEL  is at a critical juncture in transitioning to the next stage.

Photo | Alumni Zhang Chaoyang, Chairman of WH-STEEL Pipeline Technology, speaking at the Yanshan CPPCC meeting

Therefore, we have comprehensively implemented business transformation and brand upgrades. In this business transformation, we have transitioned from a previous "order-based" approach to a current "project-based" approach. This comprehensive upgrade of our business model has injected strong vitality into our business, not only opening up a wider international market but also driving significant growth in production capacity, factory modernization, and personnel professionalism. In terms of brand upgrading, we have comprehensively improved our own brand specifications, improved internal management systems, clarified the core of corporate culture, and carried out comprehensive upgrades in brand communication, product marketing, etc., greatly enhancing the visibility and influence of the WH-STEEL brand.

Digitally Empowering Production, Upgrading Digital Manufacturing

In 2022, we underwent a comprehensive renovation of our production base, and the newly built facility's digitalization level is already among the best in Yanshan County. With the comprehensive upgrade of our production base complete, we are also continuously enhancing the digitalization of our own production lines.

In 2024, we will closely follow national policy trends and focus on promoting the intelligent upgrade of our production equipment. We will carry out a number of upgrade and renovation projects, including comprehensive factory upgrades, the construction of high-end production lines, and the implementation of the 6S management system.

Photo | Alumnus Zhang Chaoyang, Chairman of WH-STEEL Pipeline Technology, attended the 2024 Annual Alumni Forum of the Industrial Investment Forum.

In October 2024, we successfully completed the commissioning of new digital equipment and officially entered the commercial operation phase. This milestone marks a breakthrough in our high-end equipment manufacturing sector and injects strong momentum into our business transformation and upgrading. The new equipment, equipped with intelligent sensing and control systems, digitizes and visualizes the entire production process, significantly enhancing the digitalization of our production lines.

While continuously strengthening our production foundation, we also place great emphasis on cutting-edge exploration and chassis resource management. In 2024, we not only successfully completed and put into use the physical and chemical laboratory, but also fully established the 6S lean management system in the factory, and made significant improvements in cargo standardization, workshop cleanliness, safety assurance and other aspects.

As competition in the pipeline and pipe fittings industry intensifies, we will remain mindful of the warning: "If you don't go global, you'll be out." While developing our ecosystem, we are also actively exploring international markets. Every solid step WH-STEEL takes is a step toward future globalization.

In 2024, we actively partnered with Shell Australia to supply pipe fittings, flanges, steel pipes, and other products for the Shell Crux pipeline project. This project is a key component of Shell's Australian natural gas project portfolio, with a total contract value exceeding tens of millions of US dollars.

WH-STEEL employees are also active in other parts of the world. In 2024, we signed a large order for a natural gas project in the Far East, with potential for subsequent projects exceeding 100 million yuan. In Africa, through unremitting efforts and perseverance, we successfully entered the Egyptian market, undertaking projects such as the Egyptian seawater desalination project. In Mexico, we have established in-depth cooperation with local companies, and both parties will actively explore new possibilities for collaboration in the future.

Faced with growing market demand, we remain committed to our original aspiration of "becoming the most trusted integrated pipe fittings and pipeline service provider."

Closely Following National Policies and Responding to Local Calls

Throughout WH-STEEL's entrepreneurial journey, we have consistently adhered to national policies, actively responded to local calls, and fully embraced our social responsibilities.

We have introduced over ten types of advanced laboratory equipment, established new physical and chemical laboratories, and conducted numerous innovative experiments, including cutting-edge exploration and quality testing, inviting industry experts for guidance and discussion.

We actively participate in public welfare initiatives, fully fulfilling our social responsibility. In 2024, we partnered with charitable organizations such as Cixin Charity to jointly carry out activities such as supporting impoverished areas and sponsoring public welfare.

Photo | Alumnus Zhang Chaoyang, Chairman of WH-STEEL Pipeline Technology, actively participates in public welfare initiatives.

We conducted special surveys of factory employees and nearby residents, carefully listening to their feedback and continuously improving our work systems and sustainability practices. This ensures that we improve production efficiency while maintaining the quality of life for the people.

We have reached cooperation agreements with partners such as the Middle East Shipyard and are actively promoting the establishment of a procurement center in Yanshan by overseas parties. We are currently in the process of conducting research and exchange discussions. The implementation of these long-term collaborations will not only drive the social and economic development of Yanshan and provide more jobs, but also build a bridge for Yanshan enterprises to go overseas and bring more development opportunities to many industries.

Insight into the Opportunities of the Times and Future Development

While our business is experiencing rapid growth, we are placing even greater emphasis on future strategic planning. We have established a "dual-engine development model" combining ecosystem development with overseas expansion, laying a solid foundation for future development.

Photo | Alumnus Zhang Chaoyang (first from left), Chairman of WH-STEEL Pipeline Technology, was awarded the "Industrial Investment and Exchange Overseas Pipeline Leader" honorary award.

In June 2025, WH-STEEL's high-pressure, thick-walled stainless steel hot-pressed elbows successfully entered production. This is a significant achievement in the company's technological innovation and a precise response to market demand, marking a new chapter for WH-STEEL Pipeline Technology.

Every manufacturing upgrade at WH-STEEL resonates with the roar of machines at the start of a startup. The starting point is a sprint, the beginning a decisive battle. Only by persevering on the entrepreneurial journey can we maintain our foothold in this era of transformation.

Looking ahead to the future of globalization, WH-STEEL will continue to actively explore new business models, strengthen its platform development, leverage the advantages of local industrial clusters, and inject even stronger momentum into its global expansion from Yanshan. (End of article)