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

  • Date
    25 June 2018 - 25 June 2018
  • Beijing Time
    9:00 AM - 1:00 PM
  • Venue
    Voka – Kamer van Koophandel Mechelen-Kempen Onze-Lieve-Vrouwestraat 85, 2800 Mechelen
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After Helsinki, Frankfurt, Sofia, Budapest, Zagreb, Athens, Stockholm the experts of the EU SME Centre of Beijing also land in Mechelen to inform companies about how to reach Chinese consumers via a Cross-Border E-Commerce Shop in WeChat. They will not only explain the procedures, supply chains, but also share first-hand experience and a number of case studies!

The EU SME Centre, Voka – Chamber of Commerce & Industry Mechelen-Kempen, the Belgian-Chinese Chamber, BENCHAM and Horsten International are delighted to invite you to a half-day seminar in Mechelen on June 25.

Finding a competent importer or distributor, setting up a subsidiary in China, listing the products in well-known Chinese e-commerce platforms is difficult and expensive. With this training you will know how to set up your own cross-border shop in WeChat, its cost, the return on investment, and how to operate such cross-border shop by which you reach your consumers directly!



Welcome remark

  • Welcome by Petra Van Bouwelen, International Business Development Manager, Voka Mechelen-Kempen
  • Introduction by Bart Horsten, CEO Horsten International


  • 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

The Supply Chain

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

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

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 WeChat Store
  • Open a Bank Account in China
  • Selecting a Payment Gateway

The Pros and Cons of a CBEC Shop in WeChat for EU SMEs

  • The Missing Piece: Digital Marketing

Regulatory Aspects

Real Cases in Action

  • Baby Care Category – SME from Ireland

WeChat Shop Solution

  • Costs
  • Return on Investment
  • Q&A

Participant fee

65 EUR (VAT excl) for members and non-members of Voka


Please click here to sign up.

Who should attend

For businesses involved in importing, exporting and trade, or professional considering to help one’s company to explore this model.

Language of the seminar: English

Coffee break and time to visit the info stands: at 10h30

Cancellation conditions

Cancellation of your registration is only possible in writing (by e-mail) up to 2 calendar days before the start of the seminar. 2 days before the start of the seminar the full registration fee will remain due. Your place may, however, always be taken by a colleague.


Petra Van Bouwelen, mobile +32 476 909 909,

About the Experts

Rafael Jimenez

Business Development Advisor, EU SME Centre

China expertise: market entry strategy, start-ups, SME business planning, streamlining costs, new business channels and local partners

With more than six years’ hands-on experience in managing a business 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.

Brian Goff, WeChat Expert for the EU SME Centre and co-founder of Emerald Green Baby

Since 2014 Brian has been exporting to China with the company he co-founded, Emerald Green baby ltd. He has travelled to China several times a year and has built up an expert knowledge of the online Chinese market as well as establishing strong Chinese business contacts.

Brian’s focus is on cross-border e-commerce (CBEC) and the company’s logistics are based in the Shanghai FTZ giving him a unique insight into the CBEC market and ideally placed to assist European SME’s who wish to enter the Chinese market.

In addition to his Chinese business Brian has founded, managed and sold several multimillion euro companies in the food and restaurant sectors and currently owns several restaurants in Ireland.

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