Get Ready to Enter the Market in China

  • Date
    14 December 2022
  • Beijing Time
    4:30 PM - 6:00 PM
  • Brussels Time
    9:30 AM - 11 AM
  • Venue
    Online via Zoom
string(5) "00:00"
string(5) "00:00"

Despite the challenges posed by the pandemic and the concurring sporadic lockdowns throughout the country, China remains an attractive market for many EU SMEs. After all, it is the second largest world economy, boasting a GDP of over 17 734 billion dollars, an innovative workforce, and a growing consumer base.

While offering many opportunities, the China market may seem daunting at first to SMEs due to its vast size, language barrier and complex market access regulations. On this background, the EU SME Centre and the TecnoCampus, in collaboration with ACCIÓ Shanghai, are organising on 14 December a webinar to provide SMEs with an overview of the opportunities and challenges in the China market and to share best practices for devising market entry strategies. Experts from ACCIÓ Shanghai and the EU SME Centre will share tips and best practices to enter successfully the world’s second largest market.

Join this webinar to:

  • Know where the opportunities for your sector in China are, and what challenges you may need to prepare for.

  • Understand the basics of how to plan your market entrance strategy.

  • Learn the do’s and don’ts of your market entry planning.

How to Register

To register, fill in the form here or scan the QR code below



09:30 – 09:35 Words of Welcome Tecnocampus | EU SME Centre Presentation

09:35 – 10:05 Opportunities and Challenges in China Xue Taowen, ACCIÓ Shanghai

10:05 – 10:40 How to Enter the China Market Alessio Petino, EU SME Centre

10:40 – 11:00 Q&A Session



Xue Taowen Managing Director, ACCIÓ Shanghai

Xue Taowen is the Managing Director of the Catalonia Trade & Investment office in Shanghai. She joined the office in 2013 and has since then been responsible for the governmental agency’s three lines of business — Trade, Investment and Innovation — between China and Catalonia.

Taowen’s focus has been to advise Western business clients in the China market as well as to provide support to Chinese outbound investors in either greenfield projects or M&A mainly in Catalonia/Spain. She has led her team to achieve such projects as Shanghai-Barcelona direct flight negotiations, Alibaba’s first Tmall seminar in Barcelona to support Catalan brands’ e-commerce China entry, trade missions from Spain to China for a variety of sectors, from ICT to tourism, from consumer products to bio-tech. Taowen often gives lectures in Spain and China to advise clients.

Prior to taking public sector responsibilities, Taowen worked for KPMG, Nielsen, and Kohler. She graduated from the Shanghai University of International Business and Economics and obtained an MBA degree from IE Business School in Madrid.

Alessio Petino Business Advisor, EU SME Centre

Alessio has worked for 6+ years on various EU-funded projects in China, mainly conducting policy and regulatory analysis for European companies looking to enter or already in the Chinese market. Key focus areas: market access regulations and barriers, investment attraction policies, standards & compliance – with particular focus on R&D, tech & innovation.

Alessio joined the EU SME Centre in October 2020. He coordinates reports, guidelines and technical assistance to European SMEs; he also delivers training about different market entry approaches and engagements with China, opportunities and risks, as well as do’s and don’ts.

string(5) "00:00"
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