E-commerce in China has known a rapid and game-changing growth over the past decade. With e-commerce, enterprises can build a global commercial marketing system, implement operational strategies over the globe as well as strengthen interactions among industries beyond borders.
In effect, e-commerce allows businesses to enhance their global competitiveness. This is particularly important for small business or niche industries: e-commerce can help them to better understand market demand worldwide and promote cooperation with companies around the world.
In China, the dynamic e-commerce industry has become a more regulated field in recent years. To help European companies trade effectively on Chinese e-commerce platforms, the EU SME Centre and European Union Chamber of Commerce in China have invited experts from DP Group to provide practical guidance on contractual considerations, cross-border selling procedures, IPR protection, as well as challenges and opportunities. The leading e-commerce group Alibaba.com also explains how the group helps SMEs to go global, with successful stories from buyers and suppliers.
Vice President, European Chamber; Founding Partner and Managing Director, D’Andrea & Partners
Founder and Managing Partner of D’Andrea & Partners Legal Counsel, and Founder of DP Group.
Carlo Diego D’Andrea graduated in Law at the University of Teramo (Italy). He then obtained a Masters’ degree in Corporate Advisor at LUISS University in Rome and a Diploma in Chinese Studies at Nanjing Normal University and is a member of the Italian Bar Association.
Mr. D’Andrea arrived in China in 2005 and is fluent in Italian (mother tongue), English, Mandarin Chinese and Spanish. He mainly deals with cross-border mergers and acquisitions, assistance in ODI/FDI and intellectual property rights.
He is also acting as National Vice President of the European Union Chamber of Commerce in China and Chairman of the Shanghai Chapter.
Riccardo Verzella is Senior Associate at D’Andrea & Partners Legal Counsel, Shanghai Office. He is Lecturer of Italian Civil & Commercial Law at Nanjing University since 2021. He is admitted to the Italian Bar since October 2019.
After graduating with honors in Law at the University of Teramo (Italy) and being visiting student at Koguan Law School of Shanghai Jiao Tong University, Mr. Verzella obtained a LLM in Business & Company Law at LUISS Guido Carli University in Rome. He has more than 6 years cross-border expertise in Corporate/M&A, FDI, IPR, Labor Law in China, Italy and Vietnam. He is co-author, with Mr. Carlo D’Andrea, of the practical guide “E-Commerce in China” published in partnership with the Italian Trade Agency and the Italian Ministry of Foreign Affairs and International Cooperation.
General Manager Europe, Alibaba.com
Jijay Shen holds a bachelor’s degree from Nanjing University of Posts and Telecommunications. He joined Huawei in 2005 and has served as R&D Software Engineer, Solution Manager (Middle East and North Africa Region), Product and Solution Sales director in Huawei Technologies Deutschland GmbH, Sales director in Huawei Deutschland GmbH.
He has served as Chief Executive Officer of Huawei Technologies Ireland and Chairman of Huawei Technologies Ireland co.ltd Subsidiary board from 2016 -2020. Currently, Mr.Shen serves as General Manager Europe of Alibaba.com, as part of Alibaba group, Alibaba.com is the leading platform for global wholesale trade, serve millions of buyers and suppliers around the world.
EU Strategic Cooperation Manager, Alibaba.com
Emma Sun has a bachelor degree in Banking and finance in University of International business and economics, together with an international MBA in marketing and strategy direction. She started career as a strategy consultant in KPMG, and had experience in JD finance international, with mainly collaboration with oversea banking partners. Currently she is in Alibaba group, functioning as EU strategic cooperation manager of Alibaba.com, mainly in charge of European B2B business strategic partnership and cooperation.
Vice Chair of Marketing and Communications Forum, European Chamber
With 15 years of diverse marketing and communication experience in Fortune 500 multinationals, top professional firms, and media, Ms. Kang is working with the Marcom forum of European Chamber to build a communication community for sharing trendy insights in circle of marketers in China.
As the Marketing Head in an international tech company with a strong digital specialty, she works with media, clients, government departments and associations in the digitalization sector to seize opportunities in the China market, especially in the industry sectors of manufacture, finance, retail and so on.
Team Lead, EU SME Centre
Liam is a versatile professional with the past 8 years advising European businesses on market access and business strategies to China. Solid working experience in project and operations management, financial and risk control in the EU context.
Experienced speaker and author of publications on a range of topics including the Environment sector, SME Digitalisation and F&B distribution. Great team player, generating positive influence on teammates.
The popularity of digital technologies and e-commerce in China presents opportunities for EU small and medium-sized enterprises (SMEs). Cross-border e-commerce (CBEC) channels in particular represent interesting tools to gain first access to the Chinese market and valuable feedback from Chinese consumers. This is due to the implementation of a series of policies allowing and supporting cross-border online transactions of goods without the need to complete in advance costly and time-consuming product registration and testing procedures or packaging adjustments. The effectiveness of Chinese logistics and delivery services, as well as the focus on different target groups of CBEC platforms, are also key factors.
CBEC offers the possibility of selling a product in China with lower upfront investment and commitment, thus reducing the complexities and often overwhelming requirements that EU SMEs face when entering the Chinese market. Well-established Chinese CBEC platforms and professional agencies offer different solutions and models for overseas brands
Sign up and benefit from our entire range of free services
If you sign up today you’ll be able to
Access to tailored advice through our Ask-the-Expert tool
A library of over 200 publications
Practical business tools
A network of trade promotion and business support partners
A comprehensive database of service providers with contact information
Strictly Necessary Cookies
Strictly Necessary Cookie should be enabled at all times so that we can save your preferences for cookie settings.
If you disable this cookie, we will not be able to save your preferences. This means that every time you visit this website you will need to enable or disable cookies again.