16 mei 2019

-Inspiratiesessie over het Chinese platteland

• Bettine Vriesenkoop (auteur, vml. professioneel tafeltennisster)

• Stephan Petermann (OMA / AMO)

• Tiffany Tsui (Dutch Greenhouse Delta)

Deelnemers

CHONGQING33 MILJOEN

SHANGHAI23 MILJOEN

PEKING20 MILJOEN

PEKING 20 MILJOEN

CHINA / NL

Grand View feedlot, Idaho30-65,000 head of cattle

VS.

2% - 50% - 75% - 80%Population Cities Energy CO2

98% - 50% - 25% - 20%Surface Population Energy CO2

ZOOMS

“To get Rich is to be Glorious”Deng Xiaoping, 1976

“To get Rich is to be Glorious,in the cities and the countryside.”Deng Xiaoping, 1976

‘ "Rural vitalization" was one of the major aspects of developing a modernized economy in a report delivered to the 19th National Congress of the Communist Party of China (CPC) in November. By 2035, China aims for "decisive" progress, with basic modernization of agriculture and rural areas. By 2050, rural areas should have strong agriculture, a beautiful countryside and well-off farmers, the statement said. "Issues related to agriculture, rural areas and rural residents are fundamental problems as they directly concern the country's stability and the people's well-being," according to the statement.’ -- China outlines roadmap for rural vitalization, Xinhua.net, Dec 30 2017.

Tiffany TsuiDirector China, Dutch Greenhouse Delta

Inspiratiesessie over het Chinese platteland

Dag van Stad en Regio

531 billion Chinese Urban Consumers by 2030

Between 2019 and 2030 an additional 200 million Chinese will move from rural areas to cities, where more fresh foods are consumed. The country is quickly becoming a consumer-based economy, and the demand for pork, beef, chicken and seafood, as well as diary products and fruit and vegetables will continue to rise.

Fig. 500 million urban population in major city clusters (2015)

Population Numbers

BASIC NUMBERS ON FOODPRODUCTION

1 hectare land = 10.000 m2 = our reference

What can we grow on 1 ha?How much product does this give?How much water does it use?How much energy do I need?What technology to choose?

Upscale

Demand

ANNUAL:730.000.000 kg high value vegetables….per year4.800 ha open field vs 1.600 ha High Tech Glass Greenhouse 116.600.000 m3 water vs 12.200.000 m3 water used….AND over 120.000 truck movements for transporting produce…..over short distance24.000 skilled labors (at 15 workers/ha)

10 million people 200 grams / person / day

Demand

ANNUAL:73.000.000.000 kg high value vegetables….per year480.000 ha open field vs 160.000 ha High Tech Glass Greenhouse 11.660.000.000 m3 water vs 1.220.000.000 m3 water used….AND over 12.000.000 truck movements for transporting produce…..over short distance2.400.000 skilled labors (at 15 workers/ha)

1000 million people 200 grams / person / day

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Wereldwijdekennis

Wereldwijdekennis

Wereldwijdekennis

RESEARCH & STRATEGY LED BY TIFFANY TSUI2017 - 2018

GEMEENTE WESTLAND

DNA WESTLAND & CLUSTER2CLUSTER CHINA STRATEGY

64Overview Strategic Approach Summary

Ø Global Positioning: need to FOCUS!

Ø Every Chinese city wants a ‘Westland’! Develop a “License to Operate”

Ø strategic focus on China: Super cities, regional hubs, local clusters

Ø export of branded, niche premium products => Product Quality Standard;

Ø export of knowledge & technology => Production Quality Standard

Regional DNA Research

Westland in 1912

History & Legacy

Entrepreneurship

Knowledge & Innovation

International Network Position

Precision & Specialization

Resilient & Future Proof

[ ]

DNA WestlandInside-out & Outside-in Perspectives

66

‘What is the fundamental interest that binds together the growers, the traders

and other actors in the chain?’ Dean, Qingdao Agricultural University

One of the biggest problems in the agricultural sector

of China is that the farmers are at the lowest segment of the value chain. The price differential from

growers/producers of fresh produce to consumers in

the Netherlands/Europe is about 3-5 times. In China,

this can be up to 35 times!

In Westland the century old tradition of specialized

cooperatives is developed on the fundamental value

of trust. The characteristics of a close-knit community which include shared culture, strong social norms, and

common values play a crucial role to make sure the

cooperatives represent the interests of the growers –

small or large. Trust is also fundamental to the sharing

of knowledge, collaboration and healthy competition.

History & Legacy

Westland, as a collective identity, existed long before the political-

administrative establishment of the

municipality Westland. Shared culture, identity, heritage and trust form the strong

social fabric which is a fundamental source of regional strength.

Outside-in: dialogues with China

Westland in 1912

Inside-out: strategic SWOTChain & cluster development supported by

innovation ecosystem

‘glued’ with strong social fabric

S

W A close-knit community can become closed to outsiders. The region may

become ‘locked-in’. External stimulus

needed for innovation and new development path. History not always

seen as an asset. Fading collectivity

67Entrepreneurship

Market driven, risk-taking, competitive, adaptive – this ‘export quality’ mindset fundamentally shapes the entrepreneurial culture of the region.

Outside-in: dialogues with China

‘Technology is the not the biggest issue, the biggest questions facing us are: what

to grow? And whom to sell to?’ Mayor, Taizhou city, Jiangsu Province

In order to develop economically viable and sustainable horticultural clusters, the biggest question is not whether China needs ‘high-tech’ or ‘low-tech’ solutions. Rather, the driver needs to be from the market. The ability to reach middle-high end consumers(demand side) with high quality and trustworthy products will drive the investment in knowledge and technology inputs at the production(supply side).

Inside-out: strategic SWOT

“Export quality” - international

competition drives best performance &

entrepreneurship

S

W Lacks strategic oversight and systematic approach to position internationally.

68

Inside-out: strategic SWOT

Knowledge & InnovationOutside-in: dialogues with China

Over the decades, Westland created a strong cooperative and knowledge-sharing oriented entrepreneurial culture.

‘What fundamentally drives an entrepreneur to continuously strive for

precision and improvement in performance’?

When Chinese companies visited Westland, they often amazed at the dedication of Westland companies to perfect the finest details: product innovation to improve water efficiency from 90% to 95%, growers continue to learn the needs of their plants and try to improve performance every week. One Chinese entrepreneur finds the key, ‘ the company is passed down from grandfather, to father, to son, and to son’s son. The company has a fifty or one hundred years of legacy to safeguard, and can strive for another one hundred years to come. This is why the immediate profit is not the ultimate factor driving business decisions and why companies are willing to invest to continuous innovate and improve’.

The Westland Greenport cluster is

a high-tech and innovation cluster

with high economic added value

S

W Disappearance of the former ‘collective power’. Fragmented networks and initiatives; Lack of momentum to upscale innovations and cross knowledge transfers

69

Inside-out: strategic SWOT

‘Chinese consumers are now paying for ‘emotions’. This means products with an authentic story. In another words, they

are paying for trust’

The rise of hundreds of millions Chinese consumers has not only implications for domestic production, but also for the international trade’s network and positioning.

Outside-in: dialogues with China

Trade and production forms

one integral regional development proposition

International Network Position

The strong international/regional trade position, together with a strong local production base, forms an integral regional development value proposition. Innovations in logistics and Closed Cold Chain systems are central to this proposition.

S

W Increasing international competitions in trade and investment and not only from the neighboring European countries.

70

‘Logistics and cold chain infrastructure is the biggest obstacle to horticultural

clusters. My flowers can not reach the high value markets outside of 200 km

radius of my production’ Owner of ornamental plant production,

Shandong province

The potential cold chain market in China is equivalent

to total tonnage of 90 million ton of fresh/perishable

products (figure in 2015). Of the potential market,

products using cold chain transportation is less than

40%, which is far less than the 95% in Western

Europe. In 2015, there were just 90,000 temperature

controlled trucks in the whole of China, though the

number is growing rapidly every year.

Precision & Specialization

The Westland horticulture cluster is

the most spatially concentrated and

specialized cluster in the Netherlands1.

Outside-in: dialogues with China

1 : OECD (2016), OECD Territorial Reviews: The Metropolitan Region of Rotterdam-The Hague

Cost optimization and flow integration between all links in

the chain, from production to consumption

The Greenport

Logistics model

achieves 95% full load at all times

Inside-out: strategic SWOT

S

W Constrained by location and history

to expand in scale of production. Need to

develop new value propositions in

branded, niche, premium products and in

values of regional heritage.

71

Inside-out: strategic SWOT

‘What impressed us the most about Westland is not just technology, but the culture of dedication, craftsmanship and

pride. This gap may take at least one generation in China to catch up!’

Interview with a group of owners and managers from Chinese technology and supply companies visiting Westland in July 2017

regarding what they think the strengths of Westland are:

Unlike the Ruhr region in Germany, Detroit in the US, or the ship-building cluster around Rotterdam, the Westland cluster has proven to be robust and resilient towards major shocks in the last century.

Outside-in: dialogues with China

Innovate together for the future through

knowledge connection

globally

Resilient & Future Proof

S

W Lack of sense of urgency, and lack of scale to speed up innovations in sustainability, healthy & well-being, digitization etc..

72Jiashan Sino-Dutch High-Tech Agriculture Park

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Chinese Consumer Preferences

Willingness to pay premium prices for green

food of consumers in Tier-one, two, three are

similar in total.

Consumers in Tier-one and Tier-two cities

begin to shop more reason because of the

pressure from housing price, while consumers

in Tier-three cities begin to enjoy the upgrade

of consumption.

Chain Survey – Some preliminary results

2. Will you or your family members try or increase the frequency of buying fruits and vegetables in new retail stores offline? [Multiple choice questions]

Options Subtotal Ratio

Very likely 10 40%

Likely 11 44%

Uncertain 3 12%

Unlikely 1 4%

Very unlikely 0 0%

Valid number of respondents 25

Chain Survey – Some preliminary results

8. Do you think that the existing third-party fruit and vegetable transportation

platforms (such as Alibaba, Jingdong, SF) have sufficient professional ability to carry out high-quality cold chain transportation management throughout the

whole process? [Multiple choice questions]

Options Subtotal Ratio

Very likely 4 16%

Likely 8 32%

Uncertain 13 52%

Unlikely 0 0%

Very unlikely 0 0%

Valid number of respondents 25

Chain Survey – Some preliminary results

18. Will you or your family members be willing to pay a higher price than the

average for the cold chain system and traceability of fruits and vegetables?

[Multiple choice questions]

Options Subtotal Ratio

Very likely 12 48%

Likely 13 52%

Uncertain 0 0%

Unlikely 0 0%

Very unlikely 0 0%

Valid number of respondents 25

dd-mm-2018via Invoegen>Koptekst en Voettekst: Titel van de presentatie 80

Green City China Sector Study

https://www.rvo.nl/actueel/evenementen/seminar-green-cities-china

Seminar during Greentech 2019 OpeningJune 11 10:00 – 14:00RAI

Contact: Tiffany.tsui@dutchgreenhousedelta.comLinkedIn: linkedin.com/in/tiffanytsw

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