This workshop will explore the tools available to European brands looking to strengthen their online presence and engage with Chinese consumers. Experts will explain how SMEs can tailor their marketing to China’s key digital platforms. They will discuss how brands can integrate their online visibility into their broader marketing strategy. The workshop will also cover important regulatory considerations regarding advertising claims and consumer protection, as well as intellectual property protection online and offline.
The workshop will be in English and will take place simultaneously onsite in Shanghai and online. It is open, free of charge, to all stakeholders of the EU SME Centre, including SMEs, business support and trade promotion organisations from EU Member States and countries participating in the Single Market Programme.
Agenda
Thursday 25 June (China Standard Time – CST)
15:30–16:00
Registration and networking at the venue For onsite participants in Shanghai
16:00–16:05
Opening remarks David Lavorel, Business Advisor, EU SME Centre
16:05–16:50
Strategy and Tools for Promoting Consumer Goods Online in China Tracy Dai, Director of Operations, China Skinny
16:50–17:15
Legal Considerations Regarding Online Advertising in China Maarten Roos, Managing Director, R&P Lawyers
17:15–17:35
Protecting your IPR Online in China: Brands, Patents, and Design Bei Li, External IP Expert, China IP SME Helpdesk; Associate Partner, Rödl Shanghai Office
17:35–18:00
Q&A session
Speakers
David Lavorel
Business Advisor, EU SME Centre
As the Business Advisor of the EU SME Centre, David Lavorel advises European SMEs on how to access opportunities and mitigate risks in the Chinese market.
A seasoned advisor with extensive experience on China-related matters, he has spent most of the past 30 years in China. He worked for a French electric utility company, a European chemical group, the Trade section of the French Embassy in Beijing and a leading European Intellectual Property Law firm. In 2010, he was selected by the European Commission and a consortium of chambers of commerce to launch the EU SME Centre Phase I.
During his career, he has advised hundreds of SMEs on how to approach the Chinese market.
Tracy Dai
Director of Operations, China Skinny
As Director of Operations at China Skinny and a core member of the team since 2013, Tracy brings over a decade of hands-on experience in market research and strategy across China’s dynamic consumer landscape. Drawing on her MBA background and deep understanding of Chinese consumers and retail ecosystems, she has led and shaped insights for hundreds of projects for clients such as P&G, Reckitt, Colgate, Orkla, IKEA, Nike, Adidas and Panasonic.
Tracy’s strategic work is balanced by on-the-ground insights, moderating focus groups, conducting 1-on-1 interviews, and engaging industry leaders to uncover the motivations driving Chinese consumers and businesses.
With her strong analytical acumen and ability to translate complex data into compelling strategic narratives, Tracy plays a pivotal role in helping global brands localise effectively, optimise retail strategies, and connect authentically with China’s evolving consumers.
Maarten Roos
Managing Director, R&P China Lawyers
Maarten Roos supports Western companies in China. Clients include large multinationals, but also many European and North American SMEs that need pragmatic legal support on investment, contracts, intellectual property, employment and compliance.
Originally from the Netherlands, Maarten has worked in the Chinese legal industry for almost 25 years, since 2010 as managing director of R&P China Lawyers – a Chinese law firm that supports international business in China. He is also an arbitrator with the SHIAC, and has authored a book on Chinese commercial law.
Bei Li
IP Expert, China IP SME Helpdesk; Associate Partner, Rödl
Bei Li has worked as Legal Counsel at the Shanghai office of German leading law firm Rödl for over 20 years. She is now is Associate Partner and the head of IP (China).
She has significant experience in intellectual property portfolio management, IP protection strategies, enforcement of IP rights, and IP-related contracts. She advises a large variety of German and other European enterprises in production, trading and service sectors for the IP issues in China. She is a native Chinese speaker. Her working languages are Mandarin, German and English.
She graduated from Shanghai International Studies University with a Bachelor Degree and further educated at University of Mannheim with a LL.M Degree in Germany. Before joining Rödl, she worked for a renowned German retailing enterprise.
