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07/12/2015  l  Why set up a Chinese website?
In this day and age the omnipresence of the internet has unmistakably and irrevocably changed the way we do business. But even in these digital times, we nonetheless continue to witness companies grossly underestimating the power of a simple website. When companies wish to enter the China market, we see that many of them neglect the importance of creating online visibility in this dynamic market. Frankly speaking, the absence of an online presence in the Chinese digital landscape constitutes a ...

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08/11/2015  l  Can the Chinese be trusted?
When doing business in China or anywhere else in the world, you have to be careful and well-prepared. That seems to be a very logical precondition, but too often we find that Western companies are being cheated by their Chinese business partners. In one of our recent blogs we already told the story of one of our customers who became the victim of trademark squatting, which means that a Chinese company registered the company’s trademark before the Belgian company even started doing business...

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10/10/2015  l  Xi'an as a location
Our company is already active in doing business in and with China since 1996, building on the long term China experience of its founder Joos Horsten, the man behind the successful joint venture of Janssen Pharmaceutical in China. Xi’an-Janssen is based in Xi’an, capital of the Shaanxi Province and one of the first joint ventures in China, set up in the mid eighties. In those years nobody understood why Janssen set up its joint venture in the middle of China, but as my father used...

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01/09/2015  l  How to register a website in China
China now has the world’s largest digital marketplace. Therefore it is of the utmost importance to have a local website registered in China when doing business or when trying to sell in China. We, Horsten International, understood this and decided to set up our Chinese website. Please take a look at In order to obtain this Chinese website a filing to the Chinese Ministry of Industry and Information (MIIT) had to be made. This was only possible because we had a subsidia...

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07/08/2015  l  First step: protect your trademark in China!
The following story happened to one of our clients. The client in question is a family owned company that sells household products. They had already established some contacts in China but haven’t really gotten their products onto the Chinese market yet. After some early investigations we found out the company’s logo and name had been registered by another Chinese company. This Chinese company is also active in the same business, but it was not one of the contacts from our client....

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03/08/2015  l  Het milde parfum van de perzikbloesem - Een roman van Lieve De Clerck - Bart Horsten
Gedurende mijn 17-jarige carrière als China consultant en ondernemer heb ik, naast een schuchtere poging om wat Chinees te leren, ook altijd blijven lezen over China, zowel fictie als non-fictie, klassiekers en hedendaagse lectuur, in het Nederlands of in het Engels. Het studeren van de Chinese taal en het lezen over China heeft mij enorm geholpen om de Chinese cultuur beter te begrijpen, ook in functie van het zakendoen met China. Daarom zou ik dit ook aan iedereen die zaken doet met Chi...

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30/03/2015  l  Observations after 17 years of doing business in China and 75 business trips - Bart Horsten
I consider myself a privileged witness of China’s impressive development since I joined my father’s company in the summer of 1998. Over the past 17 years of doing business in China and getting ready to leave on my 75th business trip to China mid April, I have been involved in numerous investment and trading projects between Western and Chinese companies and I have seen the fast changing trends which have significantly changed the way of doing business in China. When I think about my...

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02/02/2015  l  My first experience with China - Bart Horsten
Although my personal connection to China only started in 1998, China has been part of my life already since the mid eighties, the period during which my father was travelling to China when he was working on the China project for Janssen Pharma. Please check out here a testimonial of how I learned about dealing with Chinese. I must have been a boy of only 12 or 13 years old when I met with a Chinese delegation for the first time in the early eighties. They were visiting Janssen Pharmaceutica. My...

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01/02/2015  l  Lian Minjun testimonial - Lian Minjun
Doing business in China requires good relationships. One of the most important people for our company in China today, and for Janssen in the past, was Mrs.Lian Minjun. Please check out her personal story of sacrificing the biggest part of her career to my father. I have been a privileged witness to the cooperation between the two provinces for almost 30 years. Working at Hanjiang Pharmaceuticals since 1972, I was a witness of the visit of the first Belgians to Hanzhong in 1980. I was quite impr...

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05/01/2015  l  Dr.Paul Janssen, Pioneer in Pharma and in China - Bart Horsten
As most of you probably know, our company's expertise and network in China is based on the experiences of our father Joos Horsten during his 25 year career with Janssen Pharmaceutical. Did you know that in 2009 a book was published which tells the intriguing story of the Chinese joint venture of Janssen Pharma, inspired by my father and written by Geerdt Magiels? Together they wrote the intriguing story of Dr. Paul Janssen and his colleagues, who established Janssen Pharmaceutica in 1953,...

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