Livestreaming in China

Riccardo Pelissero, half Italian and half Chinese, is the CEO and co-founder of Long Advisory, a digital marketing agency dedicated to helping European SMEs enter, navigate, and succeed in the Chinese market.

Founded on the belief that borders—whether cultural, geographical, or mental—can always be crossed, Long Advisory operates under the motto “Go Beyond the Wall.” Its mission is to bridge the gap between European businesses and China’s unique digital ecosystem, empowering companies to unlock new opportunities and achieve sustainable growth.

Drawing strength from two cultures, Riccardo’s entrepreneurial journey reflects how vision, determination, and self-belief can turn even the smallest ideas into meaningful achievements. He promotes a mindset of empowerment, believing that anyone, regardless of their background or resources, can build something valuable through purpose, curiosity, and the courage to take the first step.

Matteo Buchta is Co-founder and Marketing & Sales Director of Long Advisory, the Sino-European agency that helps brands win in China. Based in Munich, he leads the German and Italian branches as well as the European team.

His belief: “We are what we communicate.”

Nora Liu is Marketing Manager at Shanghai Jungle in Shanghai, where she runs campaigns for foreign brands on Tmall, WeChat, Little Red Book (Xiaohongshu) and Douyin, including livestream and KOL/KOC campaigns. Shanghai Jungle is a European-owned, Shanghai-based agency and Tmall Partner that has helped 100+ foreign brands enter China since 2013.

Yaqin (Yvonne) Niu is an Associate at NDSN, in cooperation with UGGC Avocats, an independent French business law firm with an international presence. She is a PRC-qualified lawyer and a solicitor of England and Wales, holds a master’s degree from the University of Edinburgh, and has 10 years of experience advising foreign companies on legal and regulatory matters in China. Before joining the UGGC team, she worked at a Chinese law firm and DS Avocats.

Her practice focuses on corporate and commercial law, regulatory compliance, and intellectual property, supporting foreign companies entering and operating in the Chinese market. Her experience covers foreign investment, company establishment, legal due diligence, commercial contracts, ESG compliance, intellectual property matters (including trademarks and copyright), as well as advertising and marketing compliance, particularly the review of digital advertising and promotional content. She has advised clients across a range of industries, including food, pharmaceuticals, medical devices, pet care products, and cosmetic ingredients.