The Chinese market is changing rapidly. Geopolitical developments, restrictions on trade, increasing competition, and fast technological advancements make doing business with China more complex than before. Many companies are now at a strategic crossroads: continue as before, adjust their course, or exit the market.
In the horticultural sector, competition from China is also increasing. Greenhouse construction, climate control, and other key technologies are increasingly being developed locally. If we want to maintain our strong position in the Chinese market, now is the time to act.
For this reason, The Netherlands Enterprise Agency (RVO) and Dutch Greenhouse Delta are organizing an interactive, strategic workshop designed to rethink your China business strategy and sharpen your position in this market. This China Dialogue will take place on 19 March at the World Horti Center. This event is part of the SMM Program 2025-2027.
Why participate?
This session is set up as a working dialogue, not a passive seminar. Together, as the Dutch CEA cluster, we will:
- Analyse how China’s role is evolving from sales market to competitor and/or strategic partner
- Identify where Dutch companies can continue to add value in the Chinese market
- Explore concrete strategic options to remain competitive and future-proof
- Translate insights into actionable directions for your company and for the sector as a whole
Representatives from different Dutch governmental levels will also actively participate to think along with the sector on how public-private collaboration can support Dutch companies in strengthening their position in China.
China Dialogue
The dialogue will be facilitated by Valérie Hoeks, Sinologist and CEO of China Inroads, together with her colleague Mitchell van Vuren. They will guide the strategic discussions and challenge participants to assess their current assumptions and identify the added value that Dutch companies still have on the Chinese market. While Chinese players can quickly duplicate technology, their horticultural knowledge and crop yields remain generally below par in comparison with Dutch players. This offers clear strategic opportunities if approached correctly.
The China Dialogue is specifically designed to translate collective insights into concrete decisions and delivers concrete insights, shared perspectives, and practical tools that are directly applicable to your own China strategy. Participants will leave the session with clearer strategic choices, sharper positioning, and actionable input that can be used in preparation for the horticulture mission to China in April and subsequent SMM China activities.
Valérie Hoeks
Valérie Hoeks has over 20 years of experience supporting European and Chinese management teams and board members in navigating complex, strategic and cultural challenges.
After her first visit to China in 2000, she developed a strong interest in the country, leading her to complete a Master’s degree in Sinology and build an extensive career in the Chinees business environment. Valérie is a skilled strategist, mediator and business advisor with deep understanding of the Chinese market and ways of working.
Programme
- 12:00- 12:30: Arrival & registration
- 12:30 – 13.15: Plenary session – China’s current competitive position in horticulture
- 13:15 – 14.45: Break-out sessions – Individual and shared challenges, exploring different scenarios
- 14:45 – 15.00: Coffee break
- 15:00 – 16.30: Plenary reflection – Formulating a collective agenda
- 16:30 – 17:30: Networking & drinks
Location: World Horti Center, Europa 1, Naaldwijk
Audience: Dutch companies active in horticulture and related sectors such as energy, water, and biodiversity.
Language: Dutch
Participation fee: This strategic workshop is made possible by SMM China (commissioned by the Dutch Ministry of Foreign Affairs) and is free of charge for participants
Format: Interactive strategic workshop (active participation expected)