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Lin Pubin, President of HX Agriculture B.V. Asia Pacific (Part 1)

"Providing a total solution service to the market is the key to future development"

China's horticulture is developing rapidly. As a leader in the field of horticulture, what challenges does the Netherlands face in the Chinese market? What other opportunities are there? Recently, Hortidaily invited Mr. Lin Pubin, President of Asia Pacific of HX Agriculture B.V., to share his opinions.

Photo: Mr. Lin Pubin, President of Asia Pacific, HX Agriculture B.V.

"HX Agriculture B.V. is one of the initiators of the "PIB, NL Protected Agri Alliance China " and a member of Foodvalley NL. We are committed to integrating agricultural technology and financial chain resources between China and the Netherlands, and we invest in the construction of the "China-Dutch Intelligent Environment Protected Agricultural Industry Cluster Pilot Zone" with a whole industry chain. I have lived in China for more than 20 years, and I deeply feel that due to the influence of multiple factors such as culture and social form, it is difficult for a single Dutch greenhouse engineering company to get the project as an independent individual. China has its own rules of the game, which are different from other markets. In addition to strong technical integration, other factors need to be considered in order to achieve the success of the project. Therefore, we connect related companies in the industry chain to provide an overall solution for investors/growers rather than a single product. Value service is our core business. "

"Dutch agricultural technology and China's modern agricultural development plan are very consistent and are also welcomed and strongly supported by the Chinese government. For example, Guangdong Province is one of the provinces in China that has made a significant contribution to poverty alleviation. The exhibition hall of the Poverty Alleviation Center in Guangdong Province is full of agricultural products that come from the 16 western provinces. At the same time, Dutch companies will also be invited to exhibit Dutch high-end horticultural and agricultural technology here and export Dutch high-efficiency agricultural technology to the 16 western provinces in reverse. The biggest challenge for Dutch companies is how to localize and how to adapt to the Chinese rules of the game. "

"The Chinese government is now very supportive of the development of modern agriculture. Every year, the supporting funds invested in agricultural development start at 100 billion RMB. Only by working closely with Chinese capital can Dutch companies better serve the modernization of Chinese agriculture. According to our survey, Dutch agri-tech companies currently have an annual market share of about 30 billion euros in China, but we must add financial services on the basis of the existing PIB alliance to provide Chinese customers with complete project investment solutions. "

"China does not lack a single hardware technology, but the accumulation of technology and the integration of modularization. China's equipment manufacturing capabilities are also improving, but a complete industrial supply chain cluster has not yet formed. Construction of glass, steel, and aluminum alloys can already be produced, but the demand for precision instruments and control software is still mainly imported. The Netherlands has accumulated a hundred years of experience in the development of modern agriculture, and the degree of digitalization and intelligence is relatively high. This experience is very much needed in China, and this is where the opportunities for our Dutch companies lie. "

"Modern protected agriculture investment is a systematic integration, and the planning in the early stage and the operation management in the later stage are highly professional. Fortunately, the Chinese government and enterprises are also more and more aware of this. The more practical investment and construction of protected agriculture, and the increased demand for technology and profitability, this is a good historical opportunity for Dutch agricultural technology companies. "

"Modern agriculture has a high degree of integration, production capacity, and anti-risk capabilities that are superior to traditional agriculture. Through the integration between industries, a low-carbon circular economy can be realized. For example, the energy conversion of industrial equipment such as smart greenhouses, livestock and poultry houses, aquaculture, and other industries can reduce losses and costs in the production process and strengthen sustainable development. China still lacks experience in this area, and this is also a business opportunity for Dutch energy-saving technology companies. In conclusion, we need to understand the local needs enough to change from selling a single device to providing a total solution for the investment, and this solution should be a guaranteed profitable solution. "

More information:
HX Agriculture B.V.
Thijs Maathuis 

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