Interview with Roland Brouwer, Executive Director at NFIA China

At the end of July, Roland Brouwer, Executive Director for China, Netherlands Foreign Investment Agency and Consul for Industrial Affairs at Consulate General of the Kingdom of the Netherlands in Shanghai will complete his tour of duty and return to the Netherlands. Five years have gone by so fast since Roland Brouwer took office in 2017. About to take up a new challenge, he shared his experiences and feelings with all friends interested in China and investing in the Netherlands. Let us read about a review of Roland Brouwer’s observations, insights and “milestone moments” about Chinese companies investing in the Netherlands, as well as his personal experiences in living and working in China. ?

Roland Brouwer, Executive Director at NFIA China and Consul for Industrial Affairs at Consulate General of the Kingdom of the Netherlands in Shanghai

?Multiple roles: management, guidance and communication

The NFIA has offices in Shanghai, Beijing, Guangzhou and Chongqing in China. As the only one native Dutchman of the China team, he needs not only to have dealings with Chinese companies and employees, but also to keep close contact with his workmates at NFIA headquarter, embassies and consulates. As Executive Director for China, he said he has multiple roles as the mentor, manager of the team, as well as liaison and “bridge”.

He travelled a lot across China, to Guangzhou, Shenzhen, Beijing, Xi’an, Wuxi, Suzhou and Shanghai, attending investment meetings, giving speeches, and visiting local companies. Recalling the time of working as Executive Director at NFIA China, Roland Brouwer thought it is not easy to recapitulate the five-year journey in a few words. Making a summary of his work experience, he noted, “Team management is the easiest part of the job, because I have an excellent team.”

?The memories of this episode of his career are full of “highlight moments”. He was most impressed by what happened in 2018, when the Prime Minister of the Netherlands visited China and the NFIA celebrated its 40th anniversary. The NFIA hosted celebrations in Hangzhou, Shanghai, Beijing and Guangzhou, and presented the Invest in Holland Award to 19 Chinese companies, including BYD, CIMC, ZPMC, NavInfo, GenScript, OPPLE and Hanergy, in recognition of creating employment opportunities in the Netherlands through direct investment. Back then the 40-year-old NFIA and its partners helped more than 4,000 companies from around the world start business in the Netherlands successfully. At the same time, Roland Brouwer started his career at the NFIA. “Everything was going on very well and everything showed a positive trend then.” Trade and investment between China and the Netherlands were gaining traction, and some Chinese brands were becoming mature and on track to become global brands, Roland Brouwer added. ?

?A career “milestone”: Chinese companies entering the Netherlands

The COVID-19 outbreak engulfed the world at the end of 2019, which has caused some impact on the work and affairs of the NFIA. It has become difficult to push ahead with all kinds of business activities, owing to the measures adopted to control the transmission of the virus, and domestic and international travel restrictions and dwindling investment projects that ensued. “Things are becoming tougher and more challenging to us,” Roland Brouwer said.

?Even amid the pandemic, some high-quality Chinese companies still decided to invest in the Netherlands, and among them, there are both leading giants and fast-growing start-ups. In the meantime, bilateral trade volumes in China and the Netherlands grew 7.8% and 27%, respectively, during the last two years albeit the world’s economy subject to destabilizing factors.

?The number of Chinese companies making direct investment in the Netherlands has increased to more than 720 from over 600, and the number of local jobs created to more than 24,000 from about 15,000, during Roland Brouwer’s tenure of office from 2017 to today.

In the eyes of Roland Brouwer, in the past five years, seeing Chinese companies choosing to enter the Netherlands and delivering sustainable growth is the “milestone moment.” For example, JD.com chose to launch the brand-new “ochama” model in the Netherlands; Tencent started to establish its presence in Europe from Amsterdam; Xiaomi opened a branch in the Hague…As some Chinese Internet and high-tech companies have begun to develop mature business models in recent years, the Netherlands has become a key “testing ground” paving the way for their international market expansion. ?

?Maintain Dutch-style open-mindedness and be amazed at China’s speed

Roland Brouwer actually has deep roots in China, as he has a Chinese wife and his two children were born in China and can speak fluent Chinese. Before joining NFIA and moving to Shanghai five years ago, he was representatives in Wuhan, Jinan and Qingdao at the Netherlands Business Support Office (NBSO).

?Speaking of living in different cities in China, Roland Brouwer said, “Wuhan had only one subway line at first and now there are more than ten.” He is amazed at the development speed of China, while enjoying his present metropolitan lifestyle. “Both courier services and ride-hailing mobile Apps have become part of our life in a very short time.” Roland Brouwer witnessed the emergence of new business models and enormous changes in every aspect of the society in China.

?“China is developing with each passing day and understanding China is not that easy,” Roland Brouwer said emphatically. With a good knowledge and understanding of the Chinese society and culture, he still spoke with modesty. He has an enduring passion for the Chinese history and culture, a place where he has worked and lived for almost ten years. “Over the last nine years, I have seen numerous different businesses, products and different solutions, and I have learned a lot while seeing so many changes.” Here he always stays open-minded in a Dutch style, tries to fit into the Chinese society fully, and keeps learning actively.

?Hope for high-quality investment and deep cooperation

Looking back on the investment development trends of Chinese companies in the Netherlands over these years, Roland Brouwer noted that there is a significant rise in the number of Chinese companies investing in the Netherlands, more and more Chinese companies are involved in the R&D and innovation eco-system there, and the industries show growing diversity and deepening fusion. The Netherlands is able to attract global businesses with its R&D and innovation strengths, and the same elements also attract Chinese companies.

?The year 2022 marks the 50th anniversary of diplomatic relations between China and the Netherlands. Speaking of the future development of China and the Netherlands in economy, trade and investment, Roland Brouwer emphasized the importance of cooperation. “Whether in respect of climate change, investment environment or political agendas, we live in an ever-changing and complicated world. We need cooperation, not only cooperation between our countries, but also global cooperation. The energy transition, for example, needs more and deeper international cooperation.” Citing education as an example, he pointed out that China and the Netherlands can ramp up cooperation on higher education and make contribution to tackle key challenges the world is facing today.

?Chinese and Dutch businesses need to proceed with talks and cooperation and build relations on trust. Whether it is a Dutch company investing in China or a Chinese company investing in the Netherlands, it is crucial to adapt to local conditions and develop a localization strategy, Roland Brouwer added. Moreover, he stressed that the NFIA is refocusing its agenda as the Netherlands wants to attract more high-quality investments, in high tech, energy transition, life sciences, for example. “China plays a key role in this,” he said.

?The end of his tenure as Executive Director at NFIA China is of course not the destination. Next, he is about to set out for BIPO’s office in Amsterdam. As a global payroll and people solutions provider, BIPO’s passion for technology and innovation empowers businesses across the globe and it provides innovative enterprise solutions. This coincides exactly with the work philosophy and vision of Roland Brouwer. He will continue to make contribution to commerce and trade between China and the Netherlands.