Selling Imported F&B in China: Where Is It Heading?

  • Date
    06 September 2017 - 06 September 2017
  • Beijing Time
    1:30 PM - 5:30 PM
  • Venue
    CKGSB Beijing Campus, Oriental Plaza, Tower E2 20F, Classrooms 9/10
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The EU SME Centre, the Cheung Keung Graduate School of Business, Eibens and the Australian Chamber of Commerce in Beijing will host a seminar, entitled “Selling Imported F&B in China: Where Is It Heading?”, focusing on distribution, marketing and sales strategies of imported food and beverage products in China. It will feature industry leaders from China and abroad, representing the traditional F&B industry and rising e-commerce F&B businesses. The seminar will also offer an opportunity to network and share best practices with participating F&B experts and industry leaders.


13:30-14:00 Registration and Networking

14:00-14:10 Introduction by Zhou Li, Assistant Dean, CKGSB

14:10-14:20 Trends in Distribution Channels & Category Management – Rafael Jimenez, Business Development Advisor, EU SME Centre

14:20-14:40 Selling Imported Products on E-commerce in China – Yu Gang, Professor of Management Practice of Innovation and Entrepreneurship, CKGSB

14:40-14:50 Introducing High-end F&B in China: Torres’ Bet for Joselito Ham – Edward Sun, Commercial Director, Torres

14:50-15:00 Learning from Experience: CHEERS – Claudia Masüger, CEO and Founder, CHEERS

15:00-15:10 Strength in Numbers, Collective Brands – Pablo Recio Gracia, Managing Director, Eibens

15:10-15:30 Coffee Break

15:30-16:30 Panel Discussion:

Rafael Jimenez, Business Development Advisor, EU SME Centre

Edward Sun, Commercial Director, Torres

Claudia Masüger, CEO and Founder, CHEERS

Pablo Recio Gracia, Managing Director, Eibens

Moderated by:

Professor Yu Gang, Professor of Management Practice of Innovation and Entrepreneurship, CKGSB

16:30-17:30 Wrap-up and Networking

Audience: 60-80 executives from foreign SMEs, MNCs and embassies in China who will be comprised of the Australian Chamber’s and EU SME Centre’s members, Eibens’ clients and CKGSB’s students and guests, in addition to journalists.

Language: English

Registration: Click here | Free of Charge


Cheung Kong Graduate School of Business

Established in Beijing in November 2002 with support from the Li Ka Shing Foundation, CKGSB is China’s first faculty-governed and independent business school. CKGSB boasts more than 40 full-time professors, who have earned their PhDs or held tenured faculty positions at leading schools such as Harvard, Wharton and Stanford. Their research has provided the basis for more than 400 case studies of both China-specific and global issues. CKGSB also stands apart for its unmatched alumni network. More than half of CKGSB’s 10,000+ alumni are at the CEO or Chairman level.

Headquartered in Beijing, CKGSB is also located in Shanghai, Shenzhen, New York, Hong Kong and London. The school offers the following innovative courses: MBA, Finance MBA, Executive MBA, Business Scholars Program (DBA), and Executive Education programs.


The China-Australia Chamber of Commerce in Beijing (AustCham Beijing) was established in 1996 and has as its goal the advancement of the broader Australia-China business relationship through the effective representation of its 250 members. We achieve this through building connections between our members and broader stakeholders in Australia and China, delivery of effective advocacy programs and provision of information and insights through our business events and online platform.

EU SME Centre

The EU SME Centre is a European Union initiative that provides a comprehensive range of hands-on support services to European small and medium-sized enterprises (SMEs), getting them ready to do business in China.

Our team of experts provides advice and support in four areas – business development, law, standards and conformity and human resources. Collaborating with external experts worldwide, the Centre converts valuable knowledge and experience into practical business tools and services easily accessible online.


Eibens opened in Beijing in 2005, where it is still headquartered. Our main business is to fill the gap between when the exporter starts thinking about selling to China and when they actually do. Our core expertise and services include initial analysis of the potential of the company and its products in China, market exploration among importers, getting your products ready for China, business development for your products and organizing business missions for European trade promotion agencies.

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