20+ years of experience in China business

China Inroads bridges Europe and Greater China. Our deep knowledge of China business, Mandarin fluency, and a strong local team enable us to deliver strategic solutions for European companies navigating complex relationships with their Chinese subsidiaries and partners.

Company history

China Inroads was co-founded by Sinologist Valérie Hoeks in 2010, when the company helped its first clients enter into the nascent Chinese global market. Over the next 15 years, driven by a tireless dedication to their clients’ success, Valérie and her team have evolved China Inroads into a management consulting firm with a proven track record and a unique solution-driven approach.

Director

Valérie Hoeks

As a seasoned Sinologist, our director Valérie Hoeks brings over 20 years of experience supporting European and Chinese management teams and board members in navigating complex strategic and cultural challenges.

During her first visit to China in 2000, Valérie was fascinated by the energy of the country and its people. Their resourcefulness and tenacity motivated Valérie to complete her Sinology Masters degree and spend the next twenty years gaining valuable experience in the Chinese business world. Valérie is a skilled strategist, mediator and business advisor with a keen understanding of the Chinese market and ways of working.

Project Manager

Vicky Weng

Originally from Shanghai, Vicky completed her Masters degree in Consultancy & Entrepreneurship at Rotterdam University in 2015.

She joined our Dutch team as a trainee and gained valuable experience working with European companies before returning to China in 2016. Her bicultural experience is indispensable in her role as Project Manager, liaising between our Chinese and European stakeholders. Vicky is our trusted local foothold in China and a valuable member of our team.

Business Development

Mitchell van Vuren

Mitchell brings a research-driven approach and deep curiosity about China’s evolving global role to his work at China Inroads and his PhD research at Leiden University. His fascination with Sino-Western dynamics began during his studies in Shanghai in 2016 and has since matured into a career dedicated to understanding and addressing complex cross-border challenges.

At China Inroads, Mitchell is responsible for business development, marketing, and research, drawing on his expertise to build solutions that address our clients’ unique needs. His insight and perspective help to drive our growth and support our mission.

Senior advisor

Pearl Lai

Born in Chongqing, based in Shanghai, Pearl holds a Doctorate in Business Administration from Singapore Management University, and an MBA from Xiamen University. She is also a Global Certified PMI-PBA Professional in Business Analysis and a Certified DiSC Trainer.

With 17 years of experience working with top multinational clients including Dell, KPMG, Michelin, and Bureau Veritas, Pearl brings a wealth of expertise in business transformation and growth within China. Her approach emphasizes building robust operational frameworks, setting high standards, customizing solutions, and empowering teams. Pearl is dedicated to achieving tangible, sustainable results for every project she leads.

Client Stories

Our clients come from diverse sectors, united by a common ambition to succeed in China’s dynamic business landscape. Discover how they experienced partnering with China Inroads.

“中国和欧洲企业之间交易的结束并不是终点而是企业收购的开始。承认文化的差异是文化与人才成功融合的先决条件，这是成功的关键因素之一。除了语言技能以及在中国所积累的丰富经验之外，胡凤丽女士拥有国际化的视野，战略性眼光，以及迷人的个性魅力。从胡凤丽女士与传化集团的合作来看，我们相信她可以成为一个重要的合作伙伴，为收购项目的成功做出贡献。”

朱军传化国际集团首席执行官

“Operating abroad comes with challenges. Putting effort into truly understanding the cultural differences between your own and the host country is a good start to overcoming these. Combining the latter with mastering the Chinese language and identifying business issues is a second and third level. China Inroads has supported the Interfood Group at all those levels. Their deep understanding of the country, culture, language and ways of conducting business, combined with their ability to quickly grasp the key business challenges, has been a valuable attribute in strengthening the Chinese – ROW relationship.”

Stan SweepCFO Interfood

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