Indirect Sales & Business Partners in China: How to identify, approach, select and secure them

  • Date
    22 June 2021 - 22 June 2021
  • Beijing Time
    4:00 PM - 5:30 PM
  • Venue
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The EU SME Centre, EUROCHAMBRES, our official partner, Fundació TecnoCampus Mataró-Maresme and the China IP SME Helpdesk are happy to invite you to our next workshop on “Indirect Sales & Business Partners in China: How to identify, approach, select and secure them” which will take place on 22 June 2021 from 10:00-11:30 (CEST).

Fundació TecnoCampus Mataró-Maresme

Internationalisation is a challenging venture for businesses with limited resources, as it is the case of the SMEs. Lack of time, funds, practical experience, and human resources are some of these factors that usually discourage entrepreneurs.

The challenge increases when we talk about distant countries such as China where the language limitation, the diverse business practices and etiquettes or the difficulties locating qualified and suitable business partners may lead to negative experiences. In order to avoid this, It is critical for SMEs planning to enter the Chinese market to understand what they are hoping to achieve in China, as it is through knowing this that they will be able to select the most suitable sales channel and appropriate partner.

For SMEs, an easier way to enter the China market is through a business partner as they possess the knowledge and contacts to promote foreign products and overcome the barriers we just mentioned. However, finding a dedicated, reliable, professional and credit-worthy partner requires effort.

This workshop has been conceived for those SMEs who would like to start doing business in China by engaging a third party. Our expert will share practical information that will help participating companies identify, approach, select and secure a suitable partner.

You can find the recorded webinar on Youtube:



  • Difference between B2B and B2C models

  • The role of agents, distributors, importers and business partners

  • CBEC


  • The role of trade associations, industrial associations (including CCPIT), chambers of commerce

  • The role of trade fairs

  • Which is the most suitable method when approaching partners?


  • Considerations for you and expectations of the partner

  • Background check and due diligence

  • Do’s and don’ts

  • IP protection when working with partners ~ China IP SME Helpdesk

About the speaker

Felim Meade

E-commerce China advisor @Emerald Green consulting

After six years researching and selling on Chinese online platforms via Emerald Green Baby, Felim set up Emerald green consulting with another partner. He now offers all his practical experience and ongoing sales knowledge to other “China ready” companies within the EU. Not only has he the knowledge of how to sell but he is continuing to retail market and fulfill orders daily from three Chinese based online stores. Felim also still owns and runs twelve food operations in Dublin employing over a hundred people and has 10-years work experience with Coca-Cola, Guinness and Ireland’s 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 eight weeks to China as well as extensively in Europe assisting companies to access the Chinese market.

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