William Sim’s profession may be rooted in electronics and distributorship, but the core of his business philosophy lies in investing in people.
Thirty years ago, as he entered the electronics industry, a CEO he met shared a piece of wisdom that shaped his career: “People are the single most important resource in any organisation. It is the resource that drives all other resources.” This advice became the foundation upon which William built Heilind Asia Pacific—a young distributor just a decade ago—into the formidable market player it is today.
The Right Connection
William Sim is the President of Heilind Asia Pacific, a global distributor of interconnect and electromechanical products such as switches, relays, sensors, and circuit protectors. Heilind Asia Pacific operates under its parent company, Heilind Electronics, a US-based distributor established in 1974. When Heilind decided to expand into Asia in 2012, William took on the responsibility of leading the new venture.
Entering a mature market filled with well-established distributors posed a challenge. William understood that distribution is a relationship-driven business. Without manufacturing their own products, distributors rely on strong relationships with suppliers and customers to thrive. His approach was simple yet strategic—build trust by working closely with suppliers and demonstrating commitment to improving the supply chain while prioritizing customer satisfaction.
The early years were difficult, with low acceptance from both suppliers and customers. However, through perseverance and adherence to Heilind’s core business model—deep inventory, flexible policies, responsive systems, knowledgeable technical support, and outstanding customer service—customers began to appreciate the company’s unique approach.
A decade later, under William’s leadership, Heilind Asia Pacific has gained significant market share and established a strong presence across the region. The company now operates 25 offices in key locations, including Hong Kong, Singapore, Mainland China, Taiwan, South Korea, Malaysia, Thailand, the Philippines, Vietnam, and India. Their clientele spans industries such as 5G infrastructure, networking, clean energy (including electric vehicles and energy storage), healthcare and medical equipment, consumer electronics, IoT devices, cloud computing, and military aerospace.
As a result of these efforts, the company has achieved an annual revenue growth of more than tenfold in ten years.
Beyond driving business growth, William has earned widespread recognition within the industry, receiving numerous awards from both suppliers and customers in appreciation of Heilind Asia Pacific’s exceptional service and contributions.
Believing That Every Individual is Important
William strongly believes in optimizing human resources within an organization. “We believe every individual in the organisation is important. We try, as far as possible, to involve all employees in decision-making, allowing them to take ownership of their roles. This creates a sense of belonging and an opportunity for them to learn and grow with the organisation. Our employees understand our business goals, and we ensure they are kept informed about our progress and milestones.”
Employee Learning and Development
In line with this belief, William actively promotes employee empowerment through learning and development (L&D) programs.
“We collaborate with external partners to design L&D programs that enhance our employees’ potential. The key focus areas include soft skills such as leadership, goal setting, and time management, as well as industry-specific knowledge and technical skills. The ultimate goal is to support both personal and career growth for our employees.”
Commitment to Corporate Social Responsibility
William also believes that sustainable business success must be accompanied by corporate social responsibility (CSR).
“Being socially responsible benefits both the organisation and the communities we operate in. This philosophy has been embedded in Heilind Asia Pacific since our inception in 2012, and it has become an integral part of our company culture.”
The company’s CSR initiatives have included charitable activities such as building bicycles and presenting gifts to orphans in Bangkok in 2013, participating in the “Happy Children Barefoot Trip of New Year” charity event in 2016 to help underprivileged children in Africa, and organizing the “The More We Share, The More We Win” initiative in Ho Chi Minh City in 2017 to support Vietnamese orphans. That same year, Heilind Asia collaborated with Singapore’s Touch Community to visit and provide essential supplies to the widowed and elderly.
More recently, the company has encouraged employees to engage in “plogging”—a trend that combines jogging with picking up litter—to contribute to a cleaner, greener environment.
A Culture of People-Valuing and Relationship-Building
William’s leadership philosophy is deeply rooted in valuing people and fostering strong relationships, whether through CSR efforts, advocating for human rights, promoting sustainable development, or investing in stakeholders across the business. This approach has ensured Heilind Asia Pacific’s continued success as a dominant player in the interconnect industry.
As President of Heilind Asia Pacific, William Sim has upheld key business principles that drive his company forward. He maintains a clear vision, sets well-defined KPIs, anticipates challenges, has the courage to embrace change, understands that all problems ultimately fall under his responsibility, and trusts in the importance of every individual within the organization - Shanggari Balakrishnan, Chief Executive Officer, MORS Group
