Event Details

Take part in this event to meet government officials from Guangdong Free Trade Zone and get insights on how Chinese E-commerce platform selects imported brands.

In April 2016, the Chinese government made a number of significant amendments to the regulation of Cross Border E-commerce (hereafter CBEC) in the country, including a new tax policy and a list of products authorised to be imported via CBEC.

Both amendments can affect all participants in the supply chain of imported products through CBEC into China, from suppliers and traders in the EU, to online platforms registered to trade with imported products via CBEC.

Meanwhile, China has set up seven new free trade zones in September this year in Liaoning, Zhejiang, Henan, Hubei, Chongqing, Sichuan and Shanxi. It now has a total number of 11 free trade zones across the country, each positioned differently to reflect the unique economic characteristics of the region. The other four zones established earlier were Shanghai, Guangdong, Tianjin and Fujian.

To help European companies better understand how the changes in China’s CBEC and Free Trade Zones affect their businesses, the EU SME Centre and China-Italy Chamber of Commerce invite you to take part in our conference held in Guangzhou on November 21st.





1:30 PM - 2:00 PM
2:00 PM - 2:05 PM
Opening Remarks
2:05 PM - 2:20 PM
Keynote Speech, by Mr Jianwen Luo, Deputy Director, Guangzhou Nansha Port Development Zone Office (广州南沙开发区口岸工作办公室罗建文副主任)
2:20 PM - 2:35 PM
Keynote Speech, by Ms Elena Faoro, Board Member of China-Italy Chamber of Commerce
2:35 PM - 3:20 PM
Using Free Trade Zones to Sell Online in China, by Mr Rafael Jimenez, Business Development Advisor, EU SME Centre
3:20 PM - 3:30 PM
Coffee Break
3:30 PM - 4:00 PM
How to Work with China’s E-commerce Platform: Business Models, Consumers Trends and Brand Selection Criteria, by a major Chinese E-commerce platform
4:00 PM - 4:45 PM
How to Protect Your Intellectual Property When Doing E-Commerce in China, by Mr Reinout van Malenstein, IP Expert, China IPR SME Helpdesk
4:45 PM - 5:15 PM
How to Work with China’s E-commerce Platform: Business Models, Consumers Trends and Brand Selection Criteria, by a major Chinese E-commerce platform
5:15 PM - 5:20 PM
5:20 PM - 6:00 PM


  • Rafael Jimenez (Business Development Advisor at EU SME Centre)

    Rafael Jimenez

    Business Development Advisor at EU SME Centre

    China expertise: market entry strategy, start-ups, SME business planning, streamlining costs, new business channels and local partners
    With more than six years’ hands-on experience in managing a business in China, Rafael offers advice for European SMEs in developing practical market entry strategies in the country.
    Following a career at a senior level within the F&B and ICT industry, he arrived in China in 2009 as Director of a Spanish F&B company involved in the restaurant and trade business. He helped the company set up a Wholly Foreign Owned Enterprise (WFOE) in China, ran operations for three years and led a team of more than 100 employees. More recently he was Shanghai Office Director at a Management Consultancy Firm.

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  • Reinout van Malenstein (IP Expert at China IPR SME Helpdesk)

    Reinout van Malenstein

    IP Expert at China IPR SME Helpdesk

    Before joining the China IPR SME Helpdesk, Reinout has gained working experience as an IP lawyer in the Netherlands, working for a Magic Circle law firm and after that as the head of the China desk at a Dutch law firm. He also worked as a delegate of the EU China Co-Reach IPR project and as a researcher and lecturer at Utrecht University in The Netherlands.
    Reinout is a Dutch citizen and speaks English, Chinese, Dutch and German. He holds a Master of Laws in Chinese Law from Peking University and a Master of Dutch Law in Civil Law, specialising in Intellectual Property Law, from Utrecht University. Reinout is also a guest lecturer at various prestigious Chinese and European Universities and Institutions.

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