this is who we are
meet our team!
Our people make the difference. NSR's team of carefully selected professionals break existing cultural borders. Our purchasing team in Europe has Chinese members and our marketing team in China has European members. By combining the best of both worlds we create a bridge where knowledge, expertise and market intelligence is continually shared to best serve our customers and partners.
this is who we are
meet our team!
Our people make the difference. Our team of carefully selected professionals break existing cultural borders. Our purchasing team in Europe has Chinese members and our marketing team in China has European members. By combining the best of both worlds and creating a bridge where knowledge, expertise and market intelligence is continually shared and used to best serve our customers and partners.
With three offices in Europe and four in China we not only speak the local languages but also empathise with the cultural nuances needed to create sustainable partnerships. By understanding what European brand owners need we build the bridge to China together. Our multicultural management team is strong in all disciplines and has relevant experience in each of our product categories. We also have the capacity to set up local brand or customer service teams if needed. Working closely together we strive for the best match between our people and our partners.
Carolien Vermeijden: Business Consultant / Jietan Zhan: COO / Vera Yang: Director Cosmetics
Fee Yan: Managing Director / Christiaan Huisman: CEO / Anita Chen: Managing Director Germany
Sasa Lee: Social Commerce Director / Hiro Yue: Information Technology Director / Caroline Ruijg: Commercial Director
Fee was born in Fuzhou, China and came to study Economics in Rotterdam the Netherlands in 2005. After his studies he remained in the Netherlands to become an entrepreneur in 2008 by exporting European goods to China. Pioneered as the first European company to successfully sell European goods in the Chinese Free Trade Zones. A true leader with excellent communication- and social skills, an inspiration to many but also focused on results and performance; a strategist with a clear vision and mission.
Christiaan has inherited his entrepreneurial skills from both his father and grandfather. After getting his degree in International Business Studies in the Netherlands, he started working in sales for large European brands but soon realized he wanted to start his own company. Christiaan began doing business in China in 2009 with successfully launching and building his own brands. His talent to anticipate trends and quickly adjust his strategy with creative solutions has led to success in this ever changing landscape. He can seize an opportunity at the right time with great perseverance; an entrepreneur at heart daring to take a calculated risk.
After graduating from the Chemistry department of the University in Fuzhou, Jietan became an entrepreneur in 2006 by creating a network company providing internet value added services to European and American companies selling into China. Jietan is a data fanatic, marketing analyst and business strategist; “numbers tell the tale” his logical, pragmatic reasoning combined with his analytical skills result in excellent real-time marketing intelligence we use to make our decisions, select our strategies and determine which service best suit the needs of our clients.
Our multicultural founding fathers have been successfully working together since 2013 by focusing on their strengths and embracing their differences they keep each other sharp and focused. Keeping a long term perspective through building sustainable partnerships by breaking borders and building bridges between Europe and China.
New Silk Road was created in 2016 by combining our different areas of expertise in one company.
join our team
At NSR we stand for authentic, high quality and excellent customer service. We are always seeking for new talent to join our ambitious team. Together we can make the difference. Are you interested in working in a dynamic international environment? Please check our vacancies or contact us at firstname.lastname@example.org