Strong hands mutual benefits

China Inroads supports innovative companies in their expansion to the Chinese market. “China belongs to the Chinese.” This philosophy is the guidance for how we match companies with the right parties and markets in China, to create a successful and effective venture.

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Going local‘ is a well-known motto for a good reason: being successful on the Chinese market requires a firm foothold. With a local, strong base that is deeply rooted in Chinese society, you can quickly and accurately respond to dynamic developments in China.

The key is that your company can concentrate on its core activities in China as China Inroads will take care of the daily paperwork and back office operations.

In addition, China Inroads can offer office facilities in Beijing or another locations in China as needed. Recruitment of local employees is part of our services, based on a detailed profile put together by you. Together we will select the most appropriate candidate who, pay-rolled by China Inroads, is managed by your company. This is the way to set foot in the Chinese market and stay optimally informed. China Inroads acts as your local strategic partner.

Go local
with the Chinese

with new people

China Inroads’ work is based on trust and personal contact. We conduct matchmaking activities based on a detailed profile, created in one-on-one conversations with your company. China Inroads will assess and mirror your company in order to determine the qualities of your ideal partner and / or customer.

Our job however is not finished with the completion of the matchmaking. China Inroads will support you in achieving long lasting relationships. We will assist you through important calls and protect you against the on-going complexity of doing business in China. In addition, China Inroads, in cooperation with trusted local law firms, offers the necessary legal support.

The road
to success

China Inroads is a local strategic partner for its clients. We assist you in setting up a sound strategy and its implementation. Therefore during the entire process – from start to finish – we are deeply involved in your China activities. What starts with detailed market research, often goes further with the necessary services to provide ongoing support, all designed to service you.

Even after the first introduction to local parties, China Inroads is always available to support further implementation. Through our local presence and current network in China, we can assist you with other ad hoc questions and problems on the spot. We think along with you continuously and (un)asked on the right approach for your company in China.

Move ahead
with China Inroads

“China belongs to the Chinese.” We believe that companies doing business with Chinese, making use of local resources, will be the most successful and effective.

Within the next five years, China Inroads aims at becoming the ideal strategic partner for innovative SMEs. China Inroads will operate in a practical, no-nonsense way, together with customers and local Chinese parties.

We propose a tailor-made approach, specifically focused on the activities and objectives of your business. China Inroads acts as your local, strategic partner that takes care of daily management in China and provides advice proactively. We offer your company the most appropriate marketing approach that allows you to build sustainable and balanced long-term relationships in China.

  • Marinus Maaskant

    With his extended experience in international consulting and coaching projects, Marinus plays a crucial role in the strategic approach to our customers in China. Marinus primarily lives in Beijing.

  • Valérie Hoeks

    Valérie studied Sinology and has been active in China since 2000. Valérie creates a bridge between customer requirements and the implementation of projects in China. She is also responsible for our office in Amsterdam.

  • Anita Qingli Wang

    With years of experience in international strategic management consulting and investment projects in China and a Master degree from the Beijing University of International Business and Economics, Anita is essential to the team. She manages our China Inroads office in Beijing.

  • Seprina Xue

    With a Master degree in Business English, Seprina Xue supports our team from Shanghai. She is responsible for top quality translations, interpreting, consulting and implementation of projects

  • Liu Liu

    After Liu Liu finished her MBA program at the Adelphi University in New York, she joined our China Inroads office in Beijing. Liu Liu is responsible for the planning of our projects and additionally engaged in translations and market research activities

  • Lin Lin Zhao

    Lin Lin strengthens our team in Beijing and works wholeheartedly on market research and back office operations for our customers. Lin Lin is also the essential right hand of Anita.

  • Lisa van Baar

    Lisa obtained a Bachelor degree Chinastudies at the University of Leiden and studied in China for two years. She provides assistance for ongoing projects and research, writes the daily news updates and manages our website at China Inroads in Amsterdam.

We Go the
extra mile

We think proactively and creatively and offer (un)solicited advice on various issues that companies encounter before, during and after entry to the Chinese market. Where a consultant offers advice from a distance for a specified period of time, China Inroads believes in a more local, long-term relationship. We like to act as your important local strategic partner.

We are only satisfied when you, our client, are (more than) satisfied. You may therefore expect the ‘extra mile‘ at all times from us. We work hard on your projects, thoroughly investigate the matter and help you achieve your project and goals.

By keeping our eyes always open for opportunities and / or threats, combined with our personal no-nonsense approach, China Inroads offers you long-term support that goes beyond one-sided advice. We will walk the extra mile for you!


Here you find a selection of our clients. China Inroads supports innovative companies in their expansion to the Chinese market. Thanks to our extended network of local partners, investors and clients in China, we are capable of serving companies active in a great variety of industries.

You will cooperate with our team in Amsterdam, Beijing and Shanghai, working towards your joint longterm success.


The Unit Showcontrol

Holland Casino

Hanze University of Applied Sciences

Duiker Combustion Engineers B.V.

Ice-World International B.V.

New Chinatown Almere B.V.

Automation in China's Food Industry

The manufacturing environment of China has been long known as labor intensive and is shifting quickly to capital intensive. According to the International Federation of Robotics (IFR), factories tripled the number of ordered machines in 2012 and is expected to triple again in 2017. However, in contrast to the increasing automation, China’s food industry is still heavily dependent on human labor. Western companies are encountering difficulties in marketing their products in China. What difficulties are companies faced with, why do they arise and how can Western companies overcome them?


You are more than
welcome to call us

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You are welcome to visit us for a free consultation at one of our offices. We are of course happy to visit your office as well.

Our address in the Netherlands

Tweede Jan van der Heijdenstraat 35-37
1073 VG Amsterdam
The Netherlands
Tel: +31 (0)88 1888 066

Our address in China

No. E59, King’s Garden Villa, No.18, Xiaoyun Road,
Sanyuanqiao, Chaoyang District, Beijing
Tel: +86 (0)10 6468 1357

Chamber of Commerce Amsterdam: 53448936
VAT number: 850884457B01

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