Digital Marketing for Consumer Goods in China

As Director of Operations at China Skinny and a core member of the team since 2013, Tracy brings over a decade of hands-on experience in market research and strategy across China’s dynamic consumer landscape. Drawing on her MBA background and deep understanding of Chinese consumers and retail ecosystems, she has led and shaped insights for hundreds of projects for clients such as P&G, Reckitt, Colgate, Orkla, IKEA, Nike, Adidas and Panasonic.

Tracy’s strategic work is balanced by on-the-ground insights, moderating focus groups, conducting 1-on-1 interviews, and engaging industry leaders to uncover the motivations driving Chinese consumers and businesses.

With her strong analytical acumen and ability to translate complex data into compelling strategic narratives, Tracy plays a pivotal role in helping global brands localise effectively, optimise retail strategies, and connect authentically with China’s evolving consumers.

Maarten Roos supports Western companies in China. Clients include large multinationals, but also many European and North American SMEs that need pragmatic legal support on investment, contracts, intellectual property, employment and compliance.

Originally from the Netherlands, Maarten has worked in the Chinese legal industry for almost 25 years, since 2010 as managing director of R&P China Lawyers – a Chinese law firm that supports international business in China. He is also an arbitrator with the SHIAC, and has authored a book on Chinese commercial law.

Bei Li has worked as Legal Counsel at the Shanghai office of German leading law firm Rödl for over 20 years. She is now is Associate Partner and the head of IP (China).

She has significant experience in intellectual property portfolio management, IP protection strategies, enforcement of IP rights, and IP-related contracts. She advises a large variety of German and other European enterprises in production, trading and service sectors for the IP issues in China. She is a native Chinese speaker. Her working languages are Mandarin, German and English.

She graduated from Shanghai International Studies University with a Bachelor Degree and further educated at University of Mannheim with a LL.M Degree in Germany. Before joining Rödl, she worked for a renowned German retailing enterprise.