For over 20 years China’s economy has sustained a high rate of growth and the role of China in the international economy is growing day by day. This not is not only manifested in rising domestic output and increasing living standards. It has also been the direct result of the internationalization of the Chinese economy, as trade and foreign direct investment in China have grown enormously.

While China has been successful in attracting foreign investment and increasing its exports, Chinese companies, with a few exceptions, are almost completely unknown in the rest of the world. Most of the products exported by China are sold using the brand names of foreign companies, and are often produced by foreign companies that have invested in China.

This situation has begun to change. As Chinese companies expand and grow in strength, they are beginning to seek new opportunities to invest and do business on the world stage. Although their number, and the level of investment, remains relatively small, a few pioneers are venturing into new markets in North America, Europe and other continents. These steps have been encouraged by the Chinese government, but they are also driven by commercial logic, as companies themselves seek new opportunities to expand their business. Examples such as the Lenovo purchase of the IBM PC manufacturing business, the establishment of Hua Wei Headquarters in Amsterdam, …

One of the most attractive places for Chinese companies to do business will be Europe. The EU has over 450 million inhabitants, and represents a great weight in the world economy in terms of output, consumption, trade and investment. These factors mean that there will enormous opportunities for Chinese companies to invest and do business in Europe.

However, as more Chinese companies venture abroad to Europe, they will find themselves facing new challenges in business environments that are different from their home market. This book is intended to help Chinese companies and businesspeople to understand and meet the challenges of doing business in the Heart of Europe. This book covers six of the most important European economies – Germany, France, the Netherlands, Belgium, Luxembourg and the UK.

Each of these economies offers many opportunities, but they are all different, and each has their own business environment. This book provides an introduction to the economies, markets, business regulations and cultures of each country. With this book in hand, Chinese businesspeople will be able to venture into the heart of Europe and explore the many opportunities that these markets offer.

Chris Morel

Chairman of NiHaoOuZhou NV
Honorary citizen of Shanghai and Beijing
Formerly chairman of Alcatel Shanghai Bell
Honorary Vice-Chairman of Alcatel Shanghai Bell
Advisor Economic & Trade Affairs Pudong Area Shanghai
Foreign Expert to the Central Committee of the Chinese Communist Party
Foreign Economic & Trade Advisor of Liaoning Province
Chairman of the China-Europe Management Center (CEMC)