China’s Cross-Border E-commerce and Free Trade Zones: Regulation Updates and Impact on Your Business

  • Date
    21 November 2016 - 21 November 2016
  • Beijing Time
    1:30 PM - 6:00 PM
  • Venue
    Room Marigold, 3rd floor, Garden Hotel, Guangzhou 广州花园酒店 368 Huanshi Dong Lu, Guangzhou 广东省广州市越秀区环市东路 368 号
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Take part in this event to meet government officials from Guangdong Free Trade Zone and get insights from 唯品会 on how Chinese E-commerce platform selects imported brands

In April 2016, the Chinese government made a number of significant amendments to the regulation of Cross Border E-commerce (hereafter CBEC) in the country, including a new tax policy and a list of products authorised to be imported via CBEC.

Both amendments can affect all participants in the supply chain of imported products through CBEC into China, from suppliers and traders in the EU, to online platforms registered to trade with imported products via CBEC.

Meanwhile, China has set up seven new free trade zones in September this year in Liaoning, Zhejiang, Henan, Hubei, Chongqing, Sichuan and Shanxi. It now has a total number of 11 free trade zones across the country, each positioned differently to reflect the unique economic characteristics of the region. The other four zones established earlier were Shanghai, Guangdong, Tianjin and Fujian.

To help European companies better understand how the changes in China’s CBEC and Free Trade Zones affect their businesses, the EU SME Centre and China-Italy Chamber of Commerce invite you to take part in our seminar held in Guangzhou on November 21st.






13:30 – 14:00 Registration

14:00 – 14:05 Opening Remarks

14:05 – 14:20 Keynote Speech, by Mr Jianwen Luo, Deputy Director, Guangzhou Nansha Port Development Zone Office (广州南沙开发区口岸工作办公室罗建文副主任)

14:20 – 14:35 The Case of Heyuan Cafiero Cases Co – DOs and DON’Ts from the Perspective of an SME Entering the Chinese Market, by Ms Elena Faoro, Board Member of China-Italy Chamber of Commerce

14:35 – 15:20 Using Free Trade Zones to Sell Online in China, by Mr Rafael Jimenez, Business Development Advisor, EU SME Centre

15:20 – 15:30 Coffee Break

15:30 – 16:00 How to Work with China’s E-commerce Platform: Business Models, Consumers Trends and Brand Selection Criteria, by by Mr. James Spon-Smith, Senior Merchandise Manager, VIP International唯品会

16:00 – 16:45 How to Protect Your Intellectual Property When Doing E-Commerce in China, by Mr Reinout van Malenstein, IP Expert, China IPR SME Helpdesk

16:45 – 17:20 Q&A

17:20 – 18:00 Networking

Registration Fee

460 RMB/per person | Pay on the Door | Fapiao can be issued after the event upon request

Make a Reservation

Please send an email to

If your company requests a fapiao, please include in the email the company title in Chinese for the fapiao and address you would like to receive it after the event.


Speaker Bios

Elena Faoro, Board Member of China-Italy Chamber of Commerce

With a 10+ years working experience for Italian SMEs in China, Elena Faoro is well acquainted with the peculiarities and potential hurdles of such a big market. She’s recently been part of the promotion of a Made in Italy luxury brand, the latest project of the company she’s been with for the last 6 years.

Speaking Chinese to a full proficient level, she joined the board of CICC last April, hoping to make her expertise available to all members and friends of the CICC in China.

Rafael Jimenez, Business Development Advisor, EU SME Centre

China expertise: market entry strategy, start-ups, SME business planning, streamlining costs, new business channels and local partners

With more than six years’ hands-on experience in managing a business in China, Rafael offers advice for European SMEs in developing practical market entry strategies in the country.

Following a career at a senior level within the F&B and ICT industry, he arrived in China in 2009 as Director of a Spanish F&B company involved in the restaurant and trade business. He helped the company set up a Wholly Foreign Owned Enterprise (WFOE) in China, ran operations for three years and led a team of more than 100 employees. More recently he was Shanghai Office Director at a Management Consultancy Firm.


James Spon-Smith, Senior Merchandise Manager, VIP International 唯品会


Currently managing European cross-border products at in Guangzhou, James has lived and worked in the retail industry in China for 14 years. James came to China from Australia in 1997 to learn Chinese and has since worked in Beijing, Shanghai and Hong Kong for various multi-national retailing companies.

James previously managed the store expansion of the Inditex Group between 2007-2011 opening over 65 retail stores across China, Hong Kong, Macao, Korea and Australia. James then worked for international trading house Li & Fung where he was responsible for their global licensing division of home products. James has a degree in Economics from Sydney University and Post-Graduate degree in Finance from Hong Kong University. James continues to have a passion for the constantly developing landscape of Chinese retail.

Reinout van Malenstein, IP Expert, China IPR SME Helpdesk

Before joining the China IPR SME Helpdesk, Reinout has gained working experience as an IP lawyer in the Netherlands, working for a Magic Circle law firm and after that as the head of the China desk at a Dutch law firm. He also worked as a delegate of the EU China Co-Reach IPR project and as a researcher and lecturer at Utrecht University in The Netherlands.

Reinout is a Dutch citizen and speaks English, Chinese, Dutch and German. He holds a Master of Laws in Chinese Law from Peking University and a Master of Dutch Law in Civil Law, specialising in Intellectual Property Law, from Utrecht University. Reinout is also a guest lecturer at various prestigious Chinese and European Universities and Institutions.

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