Tapping into China’s E-Commerce Ecosystem While Protecting Your IP

  • Date
    14 June 2023
  • Beijing Time
    15:00 - 17:00
  • Brussels Time
    9:00 - 11:00
  • Location
    Beijing & Online
  • Venue
    European Chamber Beijing Offices & Zoom C405, Beijing Lufthansa Center, 50 Liangmaqiao Road, Chaoyang District, Beijing 北京市朝阳区亮马桥路五十号,燕莎中心写字楼C405

  • Open to
    All European SMEs
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Throughout the past few years — and especially after the COVID-19 pandemic — e-commerce has seen a rapid expansion in China. While this presents opportunities for SMEs, these opportunities are contingent on businesses being able to understand and properly leverage the ecosystem. In addition, together with the opportunities, having a presence in e-commerce platforms also entails risks. In particular, e-commerce platforms have become one of the most popular targets for intellectual property infringers.

The EU SME Centre, IP SME Helpdesk and the European Chamber are thus happy to invite you to join our next Working Group meeting, where three experts will share practical tips on how to create a sound strategy to leverage China’s e-commerce ecosystem and on how to prevent and address IP infringements in this space. The meeting will take place online on Zoom and offline in the Beijing offices of the European Chamber on 14 June from 15:00 to 17:00 Beijing Time.

How to Register

If you are interested in joining this meeting, please feel free to reach out to Ms Caroline Wang at intern011@europeanchamber.com.cn before 13 June COB indicating whether you will join online or offline. You can also click on the Register button at the top of the page to send the registration email.


14:30–15:00 for Offline Participants

Registration and networking


Opening remarks


Overview of China’s E-Commerce and Cross-Border E-Commerce Landscape
John Piao, DiGiant Global


Shaping Your Marketing and Branding Strategies in Chinese E-Commerce Platforms
Jenny Chen, WalkTheChat


Preventing and Addressing Cases of IP Infringement in E-Commerce Platforms
Lisa Lu, IP SME Helpdesk


Discussion and Q&A

John Piao
Digiant Global Co-Founder and Head of E-Commerce

John Piao has 16 years of Ecommerce Operations and Digital Marketing experience. He has led several cross-border transactions between Europe and Asia while at BetterLife Group, Parkland Group and Lenovo. Since 2012, John has been promoting European brands in F&B, Personal Care, and Fashion sector in the Chinese Market.

Jenny Chen
WalktheChat COO

Jenny has 4 years’ experience as co-founder of the WeChat marketing agency and software platform WalktheChat, helping large companies (Deutsche Bank, Cisco, McLaren, Nestlé, Bosch, NFL, Transferwise, etc.) to understand and use WeChat.

Before joining WalktheChat, she was the founder of EatwithChef, a private dinning platform. Jenny graduated from University of Illinois at Urbana-Champaign.

Lisa Lu
China IP SME Helpdesk, IP Business Advisor

Lisa Lu is the IP Business Advisor at China IP SME Helpdesk in Beijing, where she advises European SMEs on intellectual property rights matters. She holds a double master’s degree in law from the China University of Political Science and Law and University of Hamburg. Before joining the China IP SME Helpdesk at the European Chamber, Lisa worked as a trademark attorney for the Ferrante Intellectual Property and Chang Tsi & Partners. She mainly focused on the fields of trademark prosecution, trademark enforcement, copyright protection and unfair competition.

During her time working in both law firms, she dealt with a variety of clients including but not limited to automotive performance, media, entertainment, new energy, apparel, architecture design, data management, e-commerce, household products, HVAC, and fire & security. Her clients included a range of globally leading companies and small and medium-sized enterprises (SMEs). Lisa is fluent in Chinese and English.

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