In 2003 a US manufacturer of water treatment equipment and solutions for various applications started sales in China through the cooperation with a Chinese distributor/partner. In 2009 the company decided to start supplying the Chinese distributor with components from the European subsidiary, an SME based in Belgium.
This case study by Horsten International describes how the Belgian SME entered the Chinese market in a step-by-step approach and managed to build a sustainable presence and a solid return on investment in China. Furthermore, it gives useful insights in how to tackle challenges regarding trademark registration and infringement, negotiating with Chinese partners and business strategy adaptation.
Horsten International is a family-owned China consulting company from Belgium with extensive experience in both guiding European companies in doing business in China as well as trading projects and China ventures. Horsten employs 13 professionals in its offices in Belgium and in China (in Xi’an).