The Understanding China Conference will be back in Brussels and online on 18 November 2026. Over a full day, our flagship annual event brings together policymakers from EU institutions, analysts, business leaders, and industry experts. Participants will decode the latest developments shaping EU–China relations and the business environment for SMEs.
With keynote speeches and expert panels, the Conference offers an opportunity to understand how the evolving policy landscape, market trends, and wider dynamics can impact SMEs. The 2026 edition will also feature sessions changing consumer demographics and preferences, e-commerce, communication and marketing for the Chinese market. Don’t miss this opportunity to connect and network with peers.
Agenda
Please note that the agenda is currently provisional and may be updated.
Wednesday 18 November (Brussels Time – CET)
9:00–9:30
Opening Remarks
9:30–11:00
Session 1
Update on EU-China Relations
11:00–11:15
Coffee Break
11:15–12:45
Session 2
China’s Economic Policy and Business Environment
12:45–13:30
Networking Lunch
13:30–14:30
Session 3
Business Perspectives on EU-China Exchanges
14:30–15:20
Session 4
Partnerships and Contracts
15:20–15:35
Coffee Break
15:35–16:25
Session 5
E-Commerce in China: Platforms, Set-up, Costs
16:25–17:15
Session 6
Marketing and Communication for the Chinese Market
17:30–19:00
Networking Cocktail
Registration and Attendance
This event is open, free of charge, to stakeholders of the EU SME Centre from all EU Member States and countries participating in the Single Market Programme.
To register to this event, please fill in the form here. The Understanding China Conference is organised in a hybrid format: onsite in Brussels with online livestreaming.
Please note partner organisations of the EU SME Centre and intermediary organisations such as government agencies, industry associations, business support organisations (BSOs), trade promotion organisations (TPOs), chambers of commerce, and clusters are given priority for onsite attendance.
About the Understanding China Conference
The Understanding China Conference is an annual series of keynote presentations, panel discussions, and workshops organised since 2011 by the EU SME Centre. The Conference’s objective is to inform stakeholders on the most recent developments and trends observed in China and discuss potential impacts on European small and medium-sized enterprises.
This event has been developed for intermediary organisations in Europe such as government agencies, industry associations, business support organisations (BSOs), trade promotion organisations (TPOs), chambers of commerce, and clusters.
Participation is free of charge and all sessions are organised in English. Ask our EU Partnerships Manager Davide Orlandi your questions about this event by email at: davide.orlandi@eusmecentre.org.cn.
Stream the sessions of the 2025 Understanding China Conference here >
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