Trade Fairs in China and how Belgian SMEs can be fully prepared

  • Date
    12 March 2020 - 12 March 2020
  • Beijing Time
    9:00 AM - 12:00 PM
  • Venue
    Eurochambres Av. des Arts 19/A-D. Ground Floor. 1040 Brussels
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Participating in trade fairs is a common and regular business activity for many companies. It provides opportunities to showcase their latest products and services, to verify the state of competition in their industries, to learn of the recent market trends and opportunities, to identify suppliers and to build business contacts.

However, to fully reap the benefits fairs have to offer, companies must be aware of the risks associated with exhibiting, such as an inadequate preparation for the event and poor follow up, an incomplete plan for IPR protection, or even the wrong selection of the exhibition to attend. Considering the costs associated with participating in trade fairs in China, it is crucial that SMEs become aware of these risks and respond accordingly through the implementation of dedicated strategies.

The workshop developed by the EU SME Centre in collaboration with the China IPR SME Helpdesk has the objective of giving Belgian SMEs practical advise and sharing best practices, making sure that the companies can apply the newly gained knowledge in their daily business.

Date & Location: Thursday, March 12 at Eurochambres (Av. des Arts 19/A-D. Ground Floor. 1040 Brussels)


9.00 – 9:20 Registration and networking
9:20 – 9:30 Intro of the EU SME Centre & the speakers
9:30 – 9:50 Overview of the trade fair landscape in China

  • Why exhibiting in China?
9:50 – 10:30 How to Prepare for a Trade Fair in China: Before, During and After the Event

  • What to do in preparation for a trade fair in China?
  • Which fair should I choose to attend in China?
  • Practical tips for attending and exhibiting in a trade fair in China
  • How to make you follow-up successful?
  • Case studies
10:30 – 10:40


10:40 – 10:50 Coffee Break
10:50 – 11:20 How to Protect Your Intellectual Property at Trade Fairs

  • Key protection measures SMEs can take before attending trade fairs in China
  • Examples
11:20 – 11:50 Shanghai International Import Expo

  • About the venue
  • What to expect from CIIE 2020? Case studies
  • Opportunities and challenges for Belgian SMEs
11:50 – 12:00 Q&A and final discussion

Click here to register.

About the Speakers

Bart Horsten, Managing Director Horsten International

Bart Horsten is a China entrepreneur and consultant since 1998, focusing on start-up and early development projects in and with China. As amanaging director at Horsten International, he isone of the most experienced and broadly skilled China consultants in the Benelux, contributing his China expertise and extensive network to many European companies entering the Chinese market. Over the past 2 decades, Bart has travelled to China around 100 times and has lived in Hong Kong and in Shanghai for about 1.5 years.

Since 2016 Horsten also offers China online marketing services through MyChinaWeb, the first online marketing agency in Belgium, specialized in the guidance of European companies launching their products on the Chinese market via e-commerce or become active on social media in China.

Michael Pronk, CEO at 1421 Consulting Group

Since 2011 Michael Pronk is CEO of the family company 1421 Consulting Group (1421). Whilst finishing his studies he joined 1421, which was set up by Peter Pronk in Beijing. At the beginning Michael Pronk focussed on developing the sales and marketing strategy of the organization in the Netherlands. Over the years Michael Pronk got more involved in every aspect of the business of 1421, and in October 2018 he became the CEO of 1421. In 2017 Michael Pronk started a second business unrelated to 1421 in the Netherlands, focussed on advise to family companies and scale ups.

1421 is founded from passion for both entrepreneurship and China. 1421 has offices in Beijing (HQ), Shenzhen, Chengdu, Hong Kong and Almere, where Michael is based. 1421 supports companies to become successful (negotiating, partner search, market study, project management) and compliance (corporate services, financial services).

Valentin de le Court, Avocat / Partner at DALDEWOLF

Valentin de le Court is a Belgian qualified lawyer with more than fifteen years of experience in the intellectual property field, including four years of practice in China. His area of expertise covers contentious and non-contentious IP matters relating to patents and trademarks, trade secrets protection and management, with a strong focus on China related IP strategies and technology transfer.

Over the past years Valentin has assisted European MNCs and SMEs active in a wide range of sectors (semiconductors, automotive, mobile gaming, digital communication, F&B, fashion and medical device) with their China related IP issues. Today he co-heads the IP/IT team and leads the China IP Desk at DALDEWOLF, a full service Belgian business law firm. Valentin is fluent in French, Dutch and English.

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