European SME Forum 2014: Marketing and Branding Your SME throughout China

  • Date
    29 October 2014 - 29 October 2014
  • Beijing Time
    2:00 PM - 6:00 PM
  • Venue
    Westin Chaoyang Hotel Beijing 7 North Dongsanhuan Road,Chaoyang District, Beijing 北京市朝阳区东三环北路7号
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China has become an increasingly diversified market as many of its regional markets are growing. Chinese consumers from different regions have different characteristics in terms of their purchasing power, income level, media and internet use, lifestyle and consumption patterns. European SMEs wishing to succeed in this developing market will need to adapt their marketing and brand protection strategies when they decide to launch their products in a new region of the country.

To address these issues, the European Union Chamber of Commerce in China and the China IPR SME Helpdesk are organising the fourth EU SME Forum in Beijing on Wednesday 29 October 2014 at the Westin Chaoyang Hotel. The Forum will provide a platform for sharing knowledge and best practices, and is divided in two sessions. The first session will focus on marketing trends throughout China. The second session will address the recent changes in the Chinese trade mark law and discuss branding for SMEs in China. EU SME Centre Expert Simon Stewart will give a presentation in the first session.


13.30 – 14.00 Registration

14:00 – 14:05 Welcome by Maija Kurte, States Representative ExCo, European Chamber of Commerce

14:05 – 14:10 Opening & welcome remarks by Jean-Marie Avezou, Minister Counsellor, Enterprise and Industry – Trade Section, Delegation of the EU to China and Mongolia

Session 1- Best Practices for Marketing your Brand throughout China, moderated by Jacky Cheng, Managing Director, The Scott Partnership China Ltd. (Scott PR) and Director, Asia Business Communication Association (ABCA)

14.10 – 14.30 Best Practices of Marketing for SMEs in China

14:30 – 14:50 SME Marketing in China’s Digital Age by Simon Dang, Vice President Inline Strategy, Weber Shandwick

14:50 – 15:10 Marketing your products and brand in 2nd and 3rd tier cities by Simon Stewart, EU SME Centre Expert

15:10 – 15:40 Moderated Panel Discussion and Q&A

15:40 – 16:00 Coffee Break

Session 2 – Managing your Brand and Trade Mark in China

16:00 – 16:45 Recent updates in the Chinese Trade Mark Law by Reinout Van Malenstein, IP Expert, China IPR SME Helpdesk

16:45 – 17:45 Panel Discussion:

Moderator: Paul Ranjard, Chair IPR Working Group, European Chamber of Commerce (TBC)

Reinout van Malenstein, IP Expert, China IPR SME Helpdesk

2nd panelist TBC

Ines Brunn, Founder & Owner, Natooke

17:45 – 18:00 Closing Remarks

18:00 – 19:00 Networking with complimentary drink & snacks

About the Speakers

Jacky Cheng, Managing Director, The Scott PartnershipChina Ltd.(Scott PR) -Director, Asia Business Communications Association (ABCA)

Jacky Cheng is an experienced communication consultant and entrepreneur with over 12 years’ experience in communication industry. He started his career at the international trade publishing company Ringier, where he held the position of Editor for two of the company’s key publications. He then joined a Dutch B2B communication agency European Marketing Group and founded its China operation in 2004.

Jacky joined The Scott Partnership (Scott PR) in January 2010, as partner of China business and managing director.

He loves communication industry and always wants to do something to drive the industry development. He initiated Asia Business Communications Assoc iation (ABCA) in 2010, aiming to help business communicators to grow their communication knowledge, network and skills through training, knowledge sharing activities. ABCA is now a truly pan – Asia organization with chapters in China, India and Singapore. Jacky also speaks at various communication conferences and delivers communication trainings to many senior executives.

Simon Dang, Vice-President, Inline Strategy Weber Shandwick

Simon provides strategic direction across digital and traditional PR teams to oversee integrated marketing and media strategies that inspire clients and target audiences in both the online and offline worlds. His ten years of experience in digital includes paid search, social media, display media buying, above the line advertising, and creative content production experience that span FMCG, Finance, Retail, Travel, and Technology verticals. Simon’s current clients include McDonald’s, Unilever, Microsoft, California Walnuts and Ocean Spray.

Prior to Weber Shandwick, Simon was the global search director at Mindshare NY overseeing the global account for SAP and the North America region for all Unilever brands.

Simon has spoken at various international conferences including BeaPon’s Annual Asia Social Media Summit, the Beijing Government Affairs Forum 2012, SES China, SES London and OMS New York. Simon is a volunteer at TED-X Beijing and holds an MBA from Columbia University and is a recipient of the Campaign’s China Digital A-List award.

Simon Stewart, EU SME Centre Expert

Simon holds a master degree in marketing from the University of Strathclyde, Scotland. He spent seven years working in the ICT sector in the UK in customer account manager roles prior to coming to China. Simon is now the China Business Advisor at China-Britain Business Council based in Shanghai and has spent the last eight years advising international companies from multiple sectors. He assisted them to navigate the China market, create market development plans and assess what areas of China are most suitable for their business development needs.

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 of Utrecht University in The Netherlands.

Reinout is a Dutch citizen, and speaks English, Chinese and German. He holds a Master of Laws in Chinese Law (Civil and Commercial Law) from Peking University and a Master of Dutch Law in Civil Law, specializing in Intellectual Property Law from Utrecht University. Reinout is also the guest lecturer of many prestigious Chinese and European Universities and Institutions.

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