International market Scale up


market validation

What are the opportunities and challenges, potential market size, the value chain and supply chain, competitors and potential clients, How your solution and product fit in the target market.

market entry

Framework of Chinese market entry strategy, roadmaps and timeline of the market development. Sustainable business model and product proposition for the application markets

soft landing

What is the most applicable structure for your business in China, where is the best place to land with the best ecosystem and government support.

business development

We act as your intermediary business developer and market manager, approaching your potential partner and client, build up your brand awareness and local credentials


Together with our partner- Convergence Partners, we provide growth capital, government subsidy investment to high growth technology innovators to drive the internationalization.


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About Us

We help you to succeed in Cross Border business

Key2China, based in The Netherlands, is an operational consulting firm dedicated to facilitating ambitious companies on international market entry and development, with the main focus between Europe and China. We support all aspects of target market landing and subsequent acceleration and scale up, from initial target market research to opening the most suitable distribution channels to setting up local joint ventures with strategic partners.

  • Effective wide network

    Healthcare - bioscience & medtech, Silver economy, Sustainbility, Cleantech, FMCG industry, and it is expanding everyday

  • Proven cross border market entry, development trade expertise

    Clients from FMCG, TMT, Medial, New Energy, Agriculture, Real estate

  • Flexible customized solution packages

    Tell us what you need, we provide various optional solutions

  • Dedicated partner for success

    We believe in "Clients Grow, We Grow". We take clients' need as the first priority, we look for the most effective solution to reach the maximum result


General Partner
Michelle has has over 15 years experience of business development, partnership development, investment, IP commercialization and marketing in diverse sectors of IT, consumer electronics, life science of international companies such as Alibaba, LG Electronics, Elsevier and Seagate Technology. She was instrumental in establishing Alibaba`s extensive ecosystem in the EMEA market. Michelle has a multicultural background and extensive experience of working across APAC and EMEA regions. Michelle hold a degree in Business Administration, Marketing and Public Relations from Shenyang Normal University and Tsinghua University.
Daniel Koppelkamm
Daniel Koppelkamm
Investment Partner
Daniel has more than 15 years of Tech Venture Capital investing and company building experience. He is the Representative of the German Centre of the Research Institute of Tsinghua University in Shenzhen (RITS), located in Zurich. From 2009 to 2017, Daniel was an Investment Committee Member at Jadeberg Partners, one of the leading Swiss/ German High-Tech venture capital funds. Prior, Daniel worked for more than 6 years at London-based Man Group, the world`s largest alternative investments firm, focusing on global technology investments. Daniel also worked in technology investment banking at Credit Suisse in London and Madrid and in the Marketing division of Intel Corporation (UK). Daniel holds an MBA and a BSc in Business Studies from Cass Business School London and is a Chartered Financial Analyst (CFA).
Raj Airey
Raj Airey
Investment Partner
Raj has been in healthcare for 30 years, 20 years in MD roles at Pfizer and Baxter across the globe, managing teams of >1000 people in a number of global manufacturing units. He is also a serial entrepreneur, having built and managed 3 high growth businesses. In the last years, Raj has been an active business angel and company builder in Medtech, Biotech and Pharma. He is also an Accredited Executive Coach and mentor. Raj is on the review board of EIT Health, a pan-European public private initiative that fosters innovation with in healthcare with EU, top universities, innovation hubs and large corporates. Raj is a graduate in science from the London University and has received business education from both Harvard Business School and INSEAD.
Leo Luo
Leo Luo
Leo has 20 years related business development and international business experiences in the pharmaceuitcal industry. Has been the managing director in Yabao Pharmaceutical Group and Shandong Xinhua Pharmaceutical. Good knowledge in pharmaceutical industry trend, global regulatory filling, business agreement negotiating, project management and Im&Ex practices.
Yongping Li
Yongping Li
B20(business summit of G20)China Business Committee Executive Director New Silk Road Association in Europe Vice President UK Culture and Trade Exchange Executive Chairman China Association of Small-medium Commercial Enterprise Vice President China Chamber of International Commerce, Ningbo Branch Vice President Elected by “Milano Finanza” as one of the Top 50 most influential Chinese businessmen in Italy for two consecutive years
Evita Ma
Evita Ma
Operation Partner
Evita has over 20 years experience in public service and investment consulting. With her strong academic background and expterise in engineering, she has led cross-border consulting services to internatioal players as Huawei, Fosun, BGI, ABB, SIS and GF. She has a valuable extensive business network in business, academic and government resources in Asia and Europe. She has gained her EU experience from working in regional trade and investment agencies in MOFCOM and SECO.

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