Capacity Building Webinar Series | Session 5: Digital Marketing Essentials for China

  • Date
    15 March 2022 - 15 March 2022
  • Beijing Time
    5:00 PM - 7:00 PM
  • Venue
string(5) "00:00"

With the aim to better understand the specificities of the Chinese market and the possibilities of entering it, the EU SME Centre, Eurochambres and SPIRIT Slovenia, are organising a ‘Capacity Building Webinar Series’ aiming at increasing the awareness and understanding of doing business in China for European SMEs.

During the 5 webinar sessions, various China experts from different areas of expertise will present the cultural peculiarities, the market entry strategies, the challenges related to logistics and the distribution channels and the importance of digital marketing in China.

China made its transition to the mobile digital landscape much faster than elsewhere and companies reap the benefits by looking at user data, including geolocation, gender and even zodiac sign. Unfortunately, EU SMEs often lack the resources to make full use of what China’s digital landscape can offer. The EU SME Centre, Spirit Slovenia and the Slovenian-Chinese Business Council invite you to this last session of the webinar series where our guest expert will present the Chinese Digital landscape to help EU SMEs navigate through this particular and complete environment and compete with the local and large foreign companies operating in China.

You can find the recorded webinar on YouTube here:



Module 1: Relevance of E-commerce and digital marketing in China

  • Introduction to Prominent Digital Platforms: E-commerce, social networks and search engines
  • Chinese Consumer Online Purchasing Journey

Module 2: Marketing Fundamentals in China

  • China Digital trends
  • Use of KOLs
  • How to Adapt to the Chinese Context
  • Livestreaming, how to do it?
  • Budget


Find information about the other sessions below:


About the speaker

Luis S. Galan Lozano

For almost a decade, Luis has been in charge of 2 Open, a digital marketing and E-Commerce agency with offices in China and Spain that helps foreign brands develop and boost their online sales in China through the provision of marketing and strategic consulting and transactions monitoring services. 2 Open is an official partner of Tmall Group, one of the most important online platforms in China.

Before embarking on this adventure, Luis worked for the PRISA Group and eBay in the digital and online sales areas, respectively. Luis has advised a large number international companies from a wide variety of sectors: F&B, cosmetics, maternity and baby, food supplements and footwear. He has also been a speaker at numerous seminars and training on online commerce and digital marketing, some of the most significant are “Hispanic Startups 2016” or “How to make the most of the E-Commerce Boom in China” (2019). Luis also publishes articles in several Spanish and international media.

On the educational side, Luis has an MBA from China Europe International Business School (CEIBS) and a Master in Information Technology from IE Business School. Luis speaks Spanish, English and Chinese.

string(5) "00:00"

Sign up and benefit from our entire range of free services

If you sign up today you’ll be able to

  • Access to tailored advice through our Ask-the-Expert tool
  • A library of over 200 publications
  • Practical business tools
  • A network of trade promotion and business support partners
  • A comprehensive database of service providers with contact information