How to Sell to China via Cross-Border E-Commerce

Arvid has started his career with the EU SME Centre and is helping and supporting SMEs by bringing transparency into the regulatory framework, policies, and standards of the Chinese market. He offers insights and market analysis by providing reports, guidelines, and articles on successful market access in China. He is one of the main authors of the EU SME Centre report Guidelines on GACC Registration for European F&B Establishments.

Arvid holds a master’s degree in management with specialisation in finance, accounting, and taxation; he focused in his master thesis on the financial implications of supervisory boards and employee representation in medium-sized (Mittelstand) businesses in Germany.

John Piao has 16 years of Ecommerce Operations and Digital Marketing experience. He has led several cross-border transactions between Europe and Asia while at BetterLife Group, Parkland Group and Lenovo. Since 2012, John has been promoting European brands in F&B, Personal Care, and Fashion sector in the Chinese Market.

Andrea Fenn is co-CEO of Adiacent International. An award-winning digital strategist and the founder of Fireworks, technology marketing company in Shanghai, since 2021 he is part of VAR Group (SES.MI), leading Italian digital transformation group with 2.3bn EUR in revenue. ​

Andrea was born in Prato, Italy. He is an Italian-British dual-national and is fluent in written and spoken Mandarin Chinese.

Bart Horsten has worked as a China entrepreneur and consultant since 1998, focusing on start-up and early development projects in and with China. As a managing director at Horsten International, he is one of the most experienced and broadly skilled China consultants in the Benelux, contributing with his China expertise and extensive network to many European companies entering the Chinese market.

Since 2016, Horsten also offers China online marketing services through MyChinaWeb, specialised in the guidance of European companies launching their products on the Chinese market via e-commerce or becoming active on social media in China. In 2021, Horsten set up a Belgian F&B store on Tmall Global, Alibaba’s cross-border e-commerce platform, selling food and beverages from Belgium.

Ryan Molloy is the CEO at RedFern Digital, a full-service digital marketing and E-commerce agency. He has lived in China for more than 20 years and has been responsible for the strategic direction, growth, and performance of some of the largest and most successful brands across a dynamic range of categories, covering branding, strategy, social media marketing & E-commerce.

As a seasoned marketeer, his experience ranges from brands across FMCG, Alcohol, Mother & Baby, Food & Beverage, Health & Wellness, etc. He has a passion for growing brands in the China market and supporting them with achieving their commercial goals.