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

  • Date
    26 June 2018 - 26 June 2018
  • Beijing Time
    1:00 PM - 6:30 PM
  • Venue
    Invest Stockholm Drottninggatan 33, Stockholm
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Sweden-China Trade Council, Invest Stockholm and the EU SME Centre are delighted to invite you to a free-of-charge half-day seminar on how to set up an E-commerce cross-border shop in China on June 26 in Stockholm.

Selling directly to Chinese consumers is very high on the wish list of 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.

EU SMEs need to know how to reach directly consumers in China. This training satisfies the need. After attending, participants know in detail how to set up its own cross-border shop in WeChat, its cost, the return on investment, and how to operate such cross-border own shop.

Pär Uhlin, Managing Partner, Six Year Plan will introduce this half-day seminar in Stockholm where you will be guided by Rafael Jimenez, Business Development Advisor, EU SME Centre, Beijing and Felim Meade, Emerald Green Consulting, Ireland through the following topics:


  • 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

Real Case in Action

  • Baby Care Category – SME from Ireland

WeChat Shop Solution

  • Costs
  • Return on Investment
  • Q&A

We will end the day with networking including drinks and finger food.


This workshop is free of charge but by invitation only. Please fill out the registration form at Sweden China Trade Council’s website to sign up.

Please register to join the event by 19 June. Event language in English.

Please note that the registration is binding and that no-shows will be charged SEK500.

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.

Felim Meade

WeChat Expert of the EU SME Centre & Co-Founder of Emerald Green Consulting, Ireland

For the last 4 years, Felim’s entire focus has been on establishing an export business from Ireland to China. The retail export business (Emerald Green Baby) has allowed him to forge not only a strong working knowledge of the Chinese market but grow an extensive network of Chinese contact. While based in Dublin, Ireland Felim’s whole focus is the domestic Chinese market and our local Chinese logistic oppression is based in Shanghai.

After 4 years Felim was building up his Cross-Border E-Commerce retail presence in China, he is now in a unique position to bring practical experience to other European companies who wish to access China.

Felim also still owns and runs 12 food operations in Dublin employing over 100 people and has 10 years work experience with Coca-Cola, Guinness and Irelands largest retailer Dunnes stores. The core of his success in China is bringing his retail experience managing projects with Chinese partners.

While he lives in Dublin, Felim travels every 8 weeks to China as well as extensively in Europe assisting companies to access the Chinese market.

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