How to Set Up a Cross-Border Shop in WeChat | Beijing

  • Date
    20 April 2018 - 20 April 2018
  • Beijing Time
    8:45 AM - 1:00 PM
  • Venue
    The British Business Centre Room 1001, China Life Tower, 16 Chaoyangmenwai Daijie, Beijing
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The EU SME Centre and China-Britain Business Council are pleased to invite our members to attend a half-day training workshop on how to set up a cross-border shop in WeChat.

Selling directly to Chinese consumers is very high on the wish list of the EU SMEs. This has been hindered by the harsh reality of finding a competent importer or distributor, or the high costs of setting up a subsidiary in China. Certain alternatives, such as listing the products in well-known Chinese e-commerce platforms, reveal as too expensive or cumbersome for the small and medium European enterprises.

Join the workshop to find out how to reach directly to the Chinese consumers. After attending this training, you will grasp the process of setting up a cross-border shop on WeChat, its cost, the return on investment, and how to operate it.


The training workshop is free to attend and by invitation only.

Places are limited and first come first served.

Please fill in the registration form and send it to and

If you have any questions regarding the event, please email, or call 010-8525 1111 ext 371.

Please register before 6 April.


08:45-09:00 Registration & Network

09:00-09:30 Background

  • Cross-Border is Booming
  • WeChat’s Unparalleled Success in China
  • Pilot Free -Trade Zones
  • Consumption as the Lever to Lift China’s Economy
  • Reaction to the Negative Effects of Inefficient General Trade
  • Making China Inspection and Quarantine (CIQ)Part of the Solution
  • A More Discerning Middle Class

09:30-10:00 The Supply Chain

  • The Upstream Flow of Goods to the Chinese Consumer
  • The downstream Flow of Payments to the EU Shop Owner
  • Returns

10.00-10:30 The Building Blocks

  • The WeChat Account
  • The WeChat Shop
  • Consumer Payment Options
  • Warehouse and Logistics Operator at the FTZ
  • Foreign Gateway to China’s Payment Providers

10.30-10:45 Coffee Break

10:45-11:30 The Procedure

  • The Cross-Border Authorized List
  • Trademark Registration
  • Selecting a Pilot Free Trade Zone
  • Select a Logistics Operator
  • Registering the Product at China Inspection and Quarantine
  • Open a WeChat Official Account
  • Set up the WeChat Store
  • Integrating a Payment Method with the WeChatStore
  • Open a Bank Account in China
  • Selecting a Payment Gateway

11:30-12:00 The Pros and Cons of a CBEC Shop in WeChat for EU SMEs

  • The Missing Piece: Digital Marketing

12:00-12:30 Real Cases in Action

  • Baby Care Category – SME from Ireland
  • Lifestyle – SME from Denmark

12:30-13.00 WeChat Shop Solution

  • Costs
  • Return on Investment
  • Q&A

About the Speaker


Rafael Jimenez

Business Development Advisor, EU SME Centre

With more than nine years’ hands-on experience in managing businesses 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.

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