Direct export
Your China-based team manages quotations and orders directly. Local support can start with customer visits, technical demonstrations or a senior salesperson covering a defined account list.
CHINA TO EUROPE
European market entry for Chinese companies
Turn European customer enquiries, distributor relationships and pilot projects into a local business. Jazzer connects Chinese companies with experienced European professionals to lead market launches, sales development and local operations.
STARTING POINTYour customers and first market
LOCAL SUPPORTSales, service and senior management
JAZZERBased in Rotterdam, the Netherlands
MARKET ACTIVITY
Investment and exports
Chinese investment in the EU and UK reached EUR 16.8 billion in 2025, including EUR 8.9 billion in greenfield projects, according to MERICS and Rhodium Group. Their May 2026 report also records continued growth in Chinese exports to Europe. Local investment and export sales are both active routes into the market.
For your business, the first local investment can be specific: a commercial lead to develop named accounts, a service partner to support installed equipment, or a team to manage several distributors. The starting point is the work your European customers already need.
COMMERCIAL ROUTES
Routes into Europe
Your European operation can grow around the relationships and resources you already have. Each route puts different work with your own team and your partners.
Distribution
A distributor purchases and resells your products. Agree its territory, customer coverage, stock commitment and service role, then appoint someone to review enquiries, sales and support needs with the partner.
Local operation
Your European team takes on sales, service or regional management. Staff and premises follow the actual workload: a sales office, a demonstration facility and a parts operation can each serve a different purpose.
FIRST MARKET
Customers and location
Start with the customers you can serve and the work they require. For industrial equipment, that may mean demonstrations and service visits near German accounts. A business supplying several countries may need one stock location with separate customer coverage in each market.
The first sales market and the regional base can therefore be different locations. Compare actual customer addresses, delivery routes, travel requirements and the skills available for the first local role.
A Netherlands base
A Netherlands operation can coordinate regional stock, orders and European accounts while sales or service partners work close to customers in other countries. Jazzer is based in Rotterdam.
A German customer base
A German commercial team can focus on technical buyers, distributors and on-site support. Its coverage can be defined by customer locations and industry clusters before a wider European structure is added.
CHINA HQ AND EUROPE
Customer decisions
Give the European lead a written quotation range, named accounts and an agreed budget for customer visits and service support. Your headquarters then knows which proposals need approval, while the local team can respond within the agreed limits.
Headquarters
Product specifications, production capacity and major investment commitments stay with the colleagues who control those resources. An identified contact in China handles product or capacity decisions needed for a European order.
European team
The local lead can schedule demonstrations, progress quotations, support distributors and organise customer follow-up. Agreed pricing limits and escalation contacts make the scope of this role clear.
ROTTERDAM
Support from the Netherlands
Jazzer works from Rotterdam with Chinese companies building European sales and operations. That gives you a Netherlands-based contact when you are considering a regional team, a local commercial lead or support for an existing European business.
For physical products, Rotterdam also offers inland-waterway connections to Dutch and other European destinations via the Rhine, Maas and connected waterways. Your logistics provider can plan the freight route; your commercial lead can coordinate delivery commitments with customers.
SECTOR REQUIREMENTS
Automotive and storage
Automotive and EV
A vehicle launch brings together retailer coverage, test drives, fleet customers, spare parts and warranty handling. The commercial team needs to coordinate those activities around the countries and models being launched.
Energy storage
A storage supplier works with different buyers across residential, commercial and utility-scale projects. Distributors, installers, EPC contractors and project developers each need a clear route to technical and commercial support.
RELATED PAGES
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QUESTIONS
Frequently asked questions
How should a Chinese company choose its first European market?
A Chinese company should choose its first European market around identifiable customers, a workable sales route and the support those customers require. Compare account locations, delivery needs, technical support and the cost of serving the initial market.
Can a Chinese company enter Europe through a distributor?
Yes, a Chinese company can enter Europe through a distributor that serves its target customers and can handle the agreed stock, sales and support tasks. The manufacturer still needs a named contact to manage that relationship and review its performance.
When does a Chinese company need a European office?
A Chinese company needs a European office when local staff, demonstrations, customer meetings or ongoing operations benefit from a shared workplace. The premises should support a defined workload; logistics and service facilities can be organised separately.
Can one European base support several countries?
Yes, one European base can support several countries by coordinating orders, stock or regional management. Customer-facing sales and technical service can still be located closer to the buyers in each country.
How does Jazzer support European market entry?
Jazzer supports European market entry by introducing experienced senior professionals for local sales, management and operating assignments. The discussion starts with your target market and the work you need someone in Europe to lead.
CONTACT JAZZER
Let's discuss Europe
Talk through your European plans and the senior support you need.