Understanding China Training Programme 2018

  • Date
    15 March 2018 - 16 March 2018
  • Beijing Time
    8:30 AM - 6:00 PM
  • Venue
    Le Chatelain Boutique Hotel 17 Rue du Châtelain, 1000 Brussels, Belgium
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The 2018 Understanding China Training Programme, at its 4th edition, will be held in Brussels, on March 15th and 16th.

Understanding China is a training programme developed for organisations in Europe looking to increase their knowledge of the China market. The programme has been running since 2009 creating a new business dialogue on China-related issues.

This two-day programme will inform you of the recent changes in the Chinese business environment and the ways to engage with the market. Aimed at EU-based partners and SME organisations, the programme will analyse topics such as research and innovation, digital china, Belt and Road Initiative.

At the end of each training day, you will have the possibility to expand your contact network, deepen your China expertise and gain advice and insights from advisors supporting EU SMEs.


Day One- Engaging in China

08:30-09:00 Registration Welcome Coffee & Networking

09:00-09:20 Opening Remarks

Jean-Marie AVEZOU, DG for Internal Market, Industry, Entrepreneurship and SMEs, European Commission

Dirk Vantyghem, Director, EUROCHAMBRES

Chris Cheung, Director, EU SME Centre

09:20-10:20 Top Trends in 2018

Chris Cheung, Director, EU SME Centre

10:20-10:40 Coffee Break

10:40-12:00 China’s New Venture Internationalisation

Shameen Prashantham, Professor, International Business and Strategy, CEIBS

  • Factors that have supported the rise of entrepreneurship in China
  • Factors that enable successful new venture internationalisation
  • The benefits and challenges of partnering with large multinationals

12:15-13:30 Lunch & Networking

13:30-14:30 IPR Issues When Engaging With China

Valentin de le Court, China IPR Helpdesk

14:30-14:50 Coffee Break

14:50-15:05 2018 EU-China Tourism Year

Eric PHILIPPART, Deputy Head of Unit, Tourism, Emerging and Creative Industries, European Commission

15:05 – 15:50 Servicing Chinese Outbound Tourism

Dr. Minjuan Deng-Westphal, Senior Researcher, COTRI

15:50-16:50 ENRICH Opportunities in Research and Innovation

Sara Medina, Member of the Board, SPI; Coordinator of ENRICH in China

Robert Sanders, Head of International Projects, European Business Network

17:15-19:00 Networking with Snacks and Drinks

Day Two- Digital China

09:00 – 09:30 Registration and Networking

09:30 – 10:00 Opening Remarks

China’s Key Policies 2018

Mission of China to the European Union, Speaker TBC

10:00 – 11:00 Digital China: Opportunities for EU SMEs

Rafael Jimenez, Business Development Advisor, EU SME Centre

11:00 – 12:00 Opportunities Along the Belt and Road

Xia Wenhuan, Executive Secretary, Beijing B&R International Co-Incubation (ICI)

  • Why international co-incubation, for European SMEs and startups
  • Case study and best practice in China and along the Belt and Road
  • ICI: the government role of international co-incubation – a way for EU SMEs to access the opportunities

12:00 – 13:00 Lunch Break

13:00 – 14:00 Made in China 2025 and its Implication in the Technology Sector

Marco Gasparroni, CEO, Exprivia China; Vice-chairman China-Italy Chamber of Commerce

  • Made in China 2025: principles, goals, tools and sector focus;
  • The impact on European companies’ strategy: threats and opportunities;
  • EU technology companies engaging with Made in China 2025: case studies.

14:00 – 15:30 Digital Marketing Essentials in China

Bjoern Hembre, Managing Director, Branditat

  • Understanding the Chinese Digital Customers and the Digital Landscape in China
  • How to Adapt Your Business to the Chinese Digital Context?
  • How to Use the Power of New Data?

15:30 – 15:45 Coffee Break

15:45 – 17:10 Build, Operate and Profit from a Cross-Border WeChat Shop in China

Felim Meade, Founder, Emerald Green Consulting

17:10 – 17:30 Group Discussion, Feedbacks, Key Takeaways and Suggestions for Future Training

17:30 – 18:00 Wrap Up, end of programme

Registration Deadline, March 9th

If you have any questions regarding the event registration, please send an email to us at registration@eusmecentre.org.cn

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