Seven rich is a general term for seven powerful figures who have rich industry experience and considerable economic strength in the hand tool industry in Taiwan at that time.

In 1978, Mr. Chen Hanzhong, one of the "seven rich", founded Taiwan Zhongjia Enterprise Co., LTD.

In 1983, Mr. Chen Hanzhong founded the CHIEF brand, which is derived from the transliteration of "seven rich".

This is the origin of the "CHIEF Taiwan 7 rich" brand.

CHIEF pursues the ultimate in product quality.

Strive to provide users with more sophisticated, more humane hand tools products.

CHIEF from the early design and development, to product production, and then to after-sales service.

Always in line with how to better meet customer needs for their own responsibility.

CHIEF's mission is to provide customers with a better product experience.

In addition to focusing on products and services.

CHIEF is also focused on building his own brand.

CHIEF believes that a good product is based on the base, a good brand, is the industry evergreen.

Good products can meet customer needs, and brand building.

It can gain more recognition from the society from the connotation of values.

CHIEF thinks brand building.

We can't just spread ideas.

It should start with the little bits of the business.

Therefore, CHIEF brand building runs through all aspects of product design, production, distribution, marketing, talent, and cooperation with partners.

From every detail, the CHIEF's brand concept flickers.

Imperceptibly, it conveys CHIEF's brand values.