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SPOTLIGHT • BENELUX


“It's been hard to get the point across that you shouldn't look at the EU as 28 different markets but as one market” - NICOLAS MACKEL, LUXEMBOURG CONSULATE IN SHANGHAI


the Luxembourg consulate said. “It's been hard to get the point across that you shouldn't look at the EU as 28 different markets but as one market, and that you can save overhead by pooling [operations] in one place.” Investment in Germany has been a no-brainer for a first


wave of Chinese businesses seeking an international consumer base. Establishing a company in Benelux is not as self-intuitive. Te region's share of the investment will depend heavily on the ability of its China-based commerce representatives to promote its advantages. But China's search for consumer markets abroad is still in


its infancy. Rhodium Group has projected that Chinese out- bound FDI will total US$2 trillion between 2010 and 2020. Te research firm said the EU could absorb as much as US$500 billion in Chinese investment during the 10-year period, repre- senting a substantial increase in mergers and acquisitions and greenfield operations. “You have to bear in mind that Chinese companies have only


very recently started to go out,” Mackel said. “Te companies on the outside now are among the pioneers.”


China Economic Review • November 2012 45


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