China Inroads helps innovative, European technology companies strengthen ties with their partner and/or distributor in China.

How do we do this? By providing strategic advice, coaching and steering management teams and acting as your executive partner.

Strategic advice

Strategic advice

China Inroads has been active in the Chinese business market for many years. The knowledge and expertise it has acquired means that China Inroads can help you make the right strategic choices for long-term success.

"Valérie Hoeks is a very pleasant business partner for Chinese accounts. She is competent, experienced, speaks fluent Chinese and can act swiftly and proactively. She quickly comprehends complex issues related to working with Chinese partners and is a great advisor. This is true in real-time, in meetings in China, as well as in the Netherlands. Valérie has a vast network in China which enables her to provide answers to highly specialist questions too."

Coaching & guidance management

Coaching & guidance management

Valérie coaches and guides you and your colleagues in your collaboration with your Chinese counterparts. She does this with an eye on both business related topics and cultural matters.

"During the integration of Tanatex and our Chinese parent company Transfar, Valérie proved to be a valuable coach and sparring partner for our management team. Using her broad experience and refreshing outlook, Valérie helps us make the right decisions at both the strategic and operational levels."

Executive partner

Executive partner

China Inroads does everything possible for you to achieve your objectives in China. We therefore work closely with you: we follow up on your connections with Chinese business partners and respond to local developments in an astute way.

"Valérie and her team play an essential role in the collaboration between us and our Chinese partner. China Inroads prides itself on its proactive approach and way of working. Communication with our partner has improved and become more intensive, which provides us with valuable insights into the current state of affairs in China."

Clients of China Inroads include:

About China Inroads

China Inroads was co-founded in 2010 by Valérie Hoeks. Working closely with her colleagues, she guides innovative European technology companies, such as machine manufacturers, that provide customised technological solutions. China Inroads assists companies that have taken the first steps in their collaboration with Chinese partners, but who need advice on how to improve or strengthen that process. China Inroads offers practical and concrete solutions to complex business issues.

Valérie Hoeks

During her first visit to China in 2000, Valérie Hoeks fell in love with the country and the people. Since her studies in Sinology, she began conducting business activities in China. She now has many years of experience under her belt. Valérie gets her energy from working together with enterprising European companies in the ever-changing Chinese market. Her substantial experience demonstrates that with China Inroads as a mediating party, Valérie can make a valuable contribution to successful partnerships between European companies and their Chinese partners.
+31 (0)6 1969 5020

Utrecht, The Netherlands

Burgemeester Reigerstraat 78
3581 KW Utrecht
The Netherlands

+31 (0)30 785 13 73‬
+31 (0)6 1969 5020

CoC Utrecht: 5344 8936
VAT No: 850 8844 57B01

Shanghai, China

Flat 3602, 2nd Kerry City,
218 Tian Mu Xi Road,
Jingan District, Shanghai, China

+86 (0)21 6353 9109
+86 136 3632 3019‬