Holland is a very individualistic country. The collective interest never prevails over the interest of an individual. We allocate rights to a person, not to a group. It is an important value of our country and it forms the basis of our freedom and freedom of speech.
China on the other hand is more focused on the collective. This is an important part of Confucianism which up till now has a major influence on Chinese society. The philosopher Confucius lived from 551 till 479 B.C. and still today there are elementary and primary schools in China that are based on Confucianism.
Every fibre
Just to be clear, the above is not a judgement but a statement. An important one as well, as individualism is to be found in every fibre of our society, including the way we do business. If you want to do business in the Netherlands, you should be aware of this and take it into account. I bring this up because I read the other day that many Chinese entrepreneurs in the Netherlands leave our country disappointed. This is a very regretful thing.
Why does it not work out for so many companies? In most cases because Chinese entrepreneurs copy their way of doing business one on one when they are in the Netherlands. However, Dutch individualism leads to very critical consumers. They want to distinguish themselves and do not want to wear the same clothes or be seen with the same products. That’s why companies emphasize the uniqueness and distinguishing elements of a product and service.
Patents
This leads to unique products that are manufactured in relatively small quantities. A small target group and a small market lead to modest margins. This is one of the reasons for Europe to emphasize the importance of patents. When ideas are not protected, the small margins disappear instantly. Counterfeit products and alleged counterfeits are therefore exposed. There are also other aspects to keep in mind. The value of money can vary. I am not referring to the exchange rate, but to the net result at the end of the month. The cost of rent, labour, social security and reservations are higher in Europe. In the Netherlands, an entrepreneur also has to put effort into licenses, permits and compliance. There are many rules and regulations and they enforced rigidly.
Therefore, act as the Dutch do and do not leave home without a reliable umbrella. It may rain any day. A Chinese parasol, made from rice paper, is for blocking the sun. It will not survive its first European rain shower. What I am trying to say here, is that one should adapt to the Dutch mentality and study the business climate. This requires preparation. When a company is setting up business in the province of Utrecht, the Utrecht Investment Agency helps it enter the Dutch market, free of charge. Accept this support, as disappointment can be a costly matter.
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Eefke Meijer
Menno F. de la Vienne 
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