"The growth potential is enormous, but you can't enter the Chinese market if you fail to win over your Chinese partners. In China, it's all about connections", says Guido de Wit, programme director of World Flower Exchange (WFE). "We're used to doing everything the Western European way, the rational way, if you will. That won't do in China. You'll have to learn to deal with a whole other kind of society. Sure, in all countries it's important to establish connections, but this is especially true for China.

“It can take years and years, but on the other hand, you can reap the benefits for many years as well. It's even good for your e-commerce activities, where trust is everything. Consumers will only order something if they see recommendations of people they know. The Chinese use their mobile phones for over four hours per day and never stop sharing their experiences, together with lots of pictures, with their friends and acquaintances."

Social media

On the 9 August, Chinese Valentine, the first bouquets were sold via the ecommerce platform T-Mall, de Wit reports. Almost half of all buyers left a review or wrote something about it on social media. "That's a huge percentage, certainly if you compare it to the Netherlands, where you'll never ever get that kind of response. On social media, they'll show for instance how the flowers are packaged. We take great care to keep the flowers cool and customers really appreciate that. It starts with the long journey to China and the joint efforts of our export companies and Chinese customs.

“By now we have such an excellent understanding that we're allowed to use the cold storage facilities at the airport. After that, our Chinese partners take over. Cooperation is a matter of paying attention to the logistics and – very important – seeing to it that the packaging is good, splendid even. A Chinese wants to be sure that he will make a favourable impression on the recipient of the flowers. Having success in China means taking this into account."

Subtle way of communicating

“Cooperation is essential if you want to 'get' the Chinese way. It's also vital to have a presence in China, as WFE team. Martijn van Os of the WFE moved to Shanghai this summer and will spend a year building business connections. We come from a country where people start off with the business side of things, after which you may engage in social activities,” de Wit added.

“In China, you first have to get to know each other. Once you've established a personal relationship, you can do business. And every time you have to repeat the process. Every time you have to win someone's favour anew. By making small talk, about family, hobbies, the differences between East and West, and about business, of course. It's a pretty subtle way of communicating. You have to read between the lines. In the Netherlands, we tell it bluntly like it is. What the Chinese are good at is letting you feel what the shortcomings are. That subtlety is very difficult to get, and we work hard at it in order to do business successfully."

Source: Royal FloraHolland, via FloralDaily