The 2025 Understanding China Conference was held in Brussels and online on 10 December, bringing together policymakers from EU institutions, analysts, business leaders, and industry experts to examine the latest developments shaping EU–China relations and the business environment for European SMEs.
This one-day edition of the EU SME Centre’s annual flagship event provided strategic analysis and practical insights to help stakeholders navigate evolving policy, market and regulatory dynamics in China.
The Conference opened with remarks from Igor Kalinic, Head of Sector for Competitiveness and Internationalisation at the European Innovation Council and SMEs Executive Agency (EISMEA), and Lorenzo Riccardi, EU SME Centre Phase V Consortium Representative. Their interventions highlighted the importance of informed engagement with China and the role of existing support mechanisms for SMEs in the Chinese market.
The first thematic session provided an in-depth update on EU–China relations, featuring perspectives from EU institutions, European think tanks and Chinese policy research. Aleksandra Kozlowska Dabkowska, representing the Far East Unit at the European Commission’s DG Trade, outlined the EU’s approach to trade and economic relations with China. François Godement, Special Advisor on Asia and America at Institut Montaigne, offered an in-depth analysis of political and economic trends affecting bilateral relations. Cui Hongjian, Director of the Department for European Studies at the China Institute of International Studies, shared insights from a Chinese policy perspective.
In the next session, Philippa Jones, Founding Partner at China Policy, delivered a comprehensive presentation on the priorities outlined ahead of the formal announcement of China’s 15th Five-Year Plan, examining its implications for industrial policy, economic reform, and long-term development goals. The session helped participants understand how strategic planning in China can influence competition and market access for European SMEs in the years ahead.
The afternoon programme started with a session titled “De-risking without Decoupling”, a key topic for European businesses active in China. Ester Cañada Amela, Advocacy Manager at the EU SME Centre, presented findings on European companies’ view of supply chain dependencies and risks. Cameron Johnson, Senior Partner at Tidal Wave Solutions, joined the session online with practical business insights on supply chains and operational resilience. Jacob Gunter, Head of Program “Economy and Industry” at MERICS, provided analytical context on China’s economic structure and industrial strategy.
The fourth session focused on the green transition and innovation ecosystems, with Belinda Schäpe, China Policy Analyst at the Centre for Research on Energy and Clean Air (CREA), analysing China’s goals and progress in clean energy, climate policy and innovation-driven growth.
Addressing regulatory and operational challenges, the fifth session of the day examined digital transformation, technology, and data security in China. Elio de Tullio, Expert at the China IP SME Helpdesk, discussed data-related compliance, technology regulation and intellectual property considerations. Simone Ciampi, General Manager at Exprivia IT Solutions (Shanghai), shared hands-on experience supporting European companies with IT solutions and digital operations in the Chinese market. The session provided practical guidance for SMEs navigating China’s complex digital and cybersecurity landscape.
The Conference concluded with a session on emerging consumer trends in China presented by Sadie Bargeron, Global Brand Consultant at Jing Daily. Her presentation explored trends in consumer behaviour, branding, retail and digital engagement, offering new insights for European SMEs seeking to adapt their marketing strategies to China’s Gen Z consumers.
Throughout the day, participants benefited from networking opportunities, including a networking lunch and an evening cocktail, inviting exchanges among policymakers, experts and business representatives.
About the Understanding China Conference
The Understanding China Conference is an annual series of keynote presentations, panel discussions and workshops organised since 2011 by the EU SME Centre. Its objective is to inform stakeholders about the most recent developments and trends observed in China and to discuss potential impacts on European small and medium-sized enterprises.
Stay informed about the EU SME Centre’s activities, publications and upcoming events at www.eusmecentre.org.cn.
