On 18 June, the EU SME Centre and the European Union Chamber of Commerce in China co-organised a hybrid Inter-Chamber SME Working Group Meeting on how to navigate China’s social media landscape for European SMEs. The event featured a keynote presentation by Jacob Cooke, Co-Founder and CEO of WPIC Marketing + Technologies. The presentation was followed by a panel discussion with Anqi Guo, Founder and CEO of Alpha Approach, and Thomas Derksen, Content Creator and CEO of Sprezzatura.
Mr Cooke opened the session with an overview of China’s fast-evolving e-commerce ecosystem. He introduced the key social media platforms in China and compared them with their European counterparts. His presentation highlighted the dynamics of the Chinese e-commerce market, consumer behaviours, and strategic entry points for European SMEs aiming to build digital visibility and drive sales.
The panel discussion brought first-hand perspectives from Ms Guo and Mr Derksen, as entrepreneurs and influencers in China’s digital sphere. They emphasised that authentic storytelling—whether in China or Europe—resonates more deeply with audiences than highly polished corporate content. Ms Guo advised European companies to localise their original messaging by selecting the right platforms, adapting content formats, and balancing core messaging with China’s trending viral elements. Mr Derksen, reflecting on nearly a decade of experience, shared three guiding principles for success on Chinese social media: consistency, curiosity, and cultural respect.
All speakers agreed that there is no one-size-fits-all approach: successful digital marketing strategies must be tailored to a company’s specific product positioning, target audience, and sales objectives before launching on Chinese platforms.
The event attracted around 100 participants, including representatives from European companies and embassies.
