How to Sell to China via Cross-Border E-Commerce

  • Date
    15 March 2023
  • Beijing Time
    16:00 - 18:00
  • Brussels Time
    9:00 - 11:00
  • Location
    Beijing & Online
  • Venue
    Online: Zoom | Beijing: CICC Office 3-2-21 Sanlitun Diplomatic Residence Compound, No. 1 Gongti North Road, Chaoyang District, Beijing
  • Open to
    All European SMEs
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Spurred by the COVID-19 pandemic, cross-border e-commerce has taken off in China, providing European businesses unprecedented access to markets across the whole country. Improved delivery services, policies facilitating cross-border transactions, lesser initial investment needs as well as the exemptions of certain goods from registration, Chinese labelling, and testing requirements make cross-border e-commerce an attractive easily accessible way for European SMEs to sell their goods in China.

To introduce your products to the market in China, should your company choose JD Worldwide, Tmall Global, Kaola, Xiaohongshu, WeChat or another popular platform? The answer is, as often, that it depends: on your target audience, on your budget, on your marketing strategy.

To help you navigate China’s main e-commerce platforms and gain a clear understanding of what makes a digital marketing campaign likely to succeed in the current market, the EU SME Centre and the China-Italy Chamber of Commerce are organising on Wednesday 15 March a training seminar available online and offline in Beijing.

This event is timed to coincide with the launch of the new EU SME Centre report Selling to China via Cross-Border E-Commerce. During the seminar, our experts will discuss China’s cross-border e-commerce market and the legal requirements governing it. They will provide insights into different CBEC platforms and explain how to become a merchant on China’s major e-commerce platforms.

Join this webinar to:

  • Understand China’s cross-border e-commerce market and the laws and regulations governing it.  
  • Gain insights into how to become a merchant and manage your e-shop on China’s major e-commerce platforms.
  • Understand how to work with KOLs and market your products.
  • Learn from the case studies of doing business on China’s CBEC market.
  • Hear experience sharing from SME peers with our case studies.

Agenda (Beijing Time)

16:00 – 16:10

Words of Welcome
Presentation of the EU SME Centre | CICC

16:10 – 16:30

Report overview: Cross-Border E-Commerce – How to Set Up and Manage an E-Shop in China
Arvid Tilner, EU SME Centre

16:30 – 17:10

Case Studies: Experience Sharing with European Companies on Chinese E-Commerce Platforms
John Piao, Digiant Global
Andrea Fenn, Adiacent International
Bart Horsten, Horsten International
Ryan Molloy, RedFern Digital

17:10 – 17:45

Panel Discussion
John Piao, Digiant Global
Andrea Fenn, Adiacent International
Bart Horsten, Horsten International
Ryan Molloy, RedFern Digital

17:45 – 18:00

Q & A Session

Speakers & Panellists
Arvid Tilner
Project Assistant, EU SME Centre

Arvid has started his career with the EU SME Centre and is helping and supporting SMEs by bringing transparency into the regulatory framework, policies, and standards of the Chinese market. He offers insights and market analysis by providing reports, guidelines, and articles on successful market access in China. He is one of the main authors of the EU SME Centre report Guidelines on GACC Registration for European F&B Establishments.

Arvid holds a master’s degree in management with specialisation in finance, accounting, and taxation; he focused in his master thesis on the financial implications of supervisory boards and employee representation in medium-sized (Mittelstand) businesses in Germany.

John Piao
Digiant Global Co-Founder and Head of E-Commerce

John Piao has 16 years of Ecommerce Operations and Digital Marketing experience. He has led several cross-border transactions between Europe and Asia while at BetterLife Group, Parkland Group and Lenovo. Since 2012, John has been promoting European brands in F&B, Personal Care, and Fashion sector in the Chinese Market.

Andrea Fenn
Adiacent International Co-CEO

Andrea Fenn is co-CEO of Adiacent International. An award-winning digital strategist and the founder of Fireworks, technology marketing company in Shanghai, since 2021 he is part of VAR Group (SES.MI), leading Italian digital transformation group with 2.3bn EUR in revenue. ​

He has lived in China for 15 years, a time spent in majority working with the country’s evolving digital landscape. Prior to Adiacent International/Fireworks, he was a founding member of the APAC social media team at Ogilvy, a researcher of Chinese social media at Leiden University, and a journalist for CNN and China Daily.​

He speaks at public events, business schools and management trainings globally. He is content consultant and trainer at the Alibaba Global Ecommerce Talent program among others.​

Andrea was born in Prato, Italy. He is an Italian-British dual-national and is fluent in written and spoken Mandarin Chinese.

Bart Horsten
Managing Director Horsten International

Bart Horsten has worked as a China entrepreneur and consultant since 1998, focusing on start-up and early development projects in and with China. As a managing director at Horsten International, he is one of the most experienced and broadly skilled China consultants in the Benelux, contributing with his China expertise and extensive network to many European companies entering the Chinese market.

Since 2016, Horsten also offers China online marketing services through MyChinaWeb, specialised in the guidance of European companies launching their products on the Chinese market via e-commerce or becoming active on social media in China. In 2021, Horsten set up a Belgian F&B store on Tmall Global, Alibaba’s cross-border e-commerce platform, selling food and beverages from Belgium.

Ryan Molloy
RedFern Digital CEO

Ryan Molloy is the CEO at RedFern Digital, a full-service digital marketing and E-commerce agency. He has lived in China for more than 20 years and has been responsible for the strategic direction, growth, and performance of some of the largest and most successful brands across a dynamic range of categories, covering branding, strategy, social media marketing & E-commerce.

As a seasoned marketeer, his experience ranges from brands across FMCG, Alcohol, Mother & Baby, Food & Beverage, Health & Wellness, etc. He has a passion for growing brands in the China market and supporting them with achieving their commercial goals.

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