Bridging the Gap With China

For Issue 3, 2025 of Breakbulk Magazine, executives from leading China-based logistics providers reveal bold strategies for bridging the gap with Europe and fostering more effective cross-border collaboration.

(4-minute read)

U.S. trade moves targeting both the European Union and China are causing some European diplomats and business leaders to reassess their relationships with Beijing. As the U.S. takes a more confrontational approach, several European countries have floated the idea of deepening ties with China as a way to diversify partnerships and mitigate potential trade disruptions.

Chinese companies exhibiting at Breakbulk Europe we surveyed agreed the opportunity to do business with European companies is greater this year than last year. But it’s no secret that cultural differences can get in the way of building business relationships. We talked with some of these exhibitors to get their perspective on cultural differences, and more importantly, how to avoid some of the common pitfalls. Here’s what they had to say:

Focus on Mutual Respect and Shared Goals

According to William Hu, managing director of TPL Project Stock Company, a Shanghai-based project forwarder specializing in overseas projects for EPCs, establishing genuine collaboration requires focusing on shared goals while respecting differences.

“For most companies in the West and China, this is an era of increasing convergence in business values and strategic approaches,” Hu said.

“Establishing genuine collaboration requires focusing on shared goals while respecting differences — such mutual respect forms not only the solid foundation for cooperation, but also the essential precondition for achieving win-win outcomes and driving further development.”

His advice highlights the importance of recognizing both common ground and distinct perspectives, rather than assuming that everyone shares the same way of thinking and approaching things as you do.

Navigating Language and Communication Challenges

Leo Liu, a veteran exhibitor from Protranser International Logistics in Shanghai, emphasizes that clear communication is often the most critical factor in successful partnerships. But he also acknowledges that language barriers can make or break a relationship.

“English is a second language for Chinese people and for many others around the world,” Liu explained. “When someone from China struggles to express themselves, it doesn’t mean they lack expertise or professionalism. They may be nervous or have difficulty pronouncing certain words. Taking a little extra time to listen and understand can make a big difference.”

He shared a personal story to illustrate his point: “I was at Amsterdam Airport renting a car, and the person at the counter couldn’t understand me when I said I was going to The Hague. My pronunciation was off, so I had to spell it out. Only then did she realize I meant ‘Den Haag.’ This is a small example, but it shows how easily misunderstandings can occur if we don’t make an effort to understand each other.”

Liu added that the challenge is even greater when teams are communicating via email or virtual meetings, where body language and tone are lost. His advice for both sides is to be patient, clarify when needed and approach communication with an open mind.

Cultural Conflicts and Differing Management Styles

Roy Xu from Headseaway International Logistics Co. in Shenzhen points out that cultural differences extend beyond language. They often show up in management styles and workplace expectations.

“European employees tend to value work-life balance, while Chinese employees may prioritize efficiency,” Xu said. “This difference can sometimes cause tension or misunderstandings, especially when working on tight deadlines.”

Xu believes that understanding each other’s decision-making logic is essential. Chinese companies often emphasize efficiency and collective interests, while European firms may have a more decentralized, democratic management style.

To improve collaboration, Xu suggests interactive sessions where both sides analyze decision-making processes and learn how to better align their working styles.

The flexibility and resilience of the Chinese logistics industry can be valuable assets in partnerships, particularly when addressing European-specific challenges like port facility restrictions.

Lessons Learned: Flexibility and Patience

One recurring theme among our Chinese exhibitors is the importance of being patient and flexible when working across cultures. Communication challenges, differing management expectations and even conflicting interpretations of business norms are part of the landscape. Taking the time to build understanding and accommodate different approaches can pave the way to long-term, successful partnerships.

Breakbulk Europe presents a unique opportunity to connect with Chinese exhibitors directly and build face-to-face relationships that help navigate these challenges more effectively. By embracing open communication, respecting cultural differences and finding common ground, European and Chinese companies can unlock new opportunities together.

What’s Next?

Check out our listing of Chinese exhibitors at Breakbulk Europe, so you can connect with the right partners and make the most of your time at the event. Use the official event app to schedule meetings ahead of time.

Top photo: Headseaway oversees loading of 69.8mt autoclave at Port of Shanghai. Credit: Headseaway International Logistics