IP Strategies and Market Access in China for Green Technologies

China has not only become the world’s top filer of patent applications but also the top contributor of green technologies. While China is one of the largest markets for green technologies, IP regulations and compliance requirements are different from the EU, making it sometimes difficult to navigate the market.

During the first part of this webinar, Ms. Lisa Lu, IP Business Advisor at the China IP SME Helpdesk, will provide an overview of the IP system in China, along with the measures to protect different types of IP, highlighting the different steps to protect trade secrets. Lisa will focus on the strategy for protecting software, and the key considerations when transferring your technology to China. She will also highlight the common mistakes SMEs make when entering the Chinese market, as well as challenges faced solutions to overcome them. A section of the presentation will be dedicated to key aspects to pay attention to when attending business missions in China and when communicating with potential business partners.  Before and after the presentation, participants will be invited to take a short quiz for the IP Helpdesk to assess the impact of the seminar. The quiz is anonymous.

In the second part of the webinar, Alessio Petino, Business Advisor at the EU SME Centre, will present a comprehensive session on how to access the Chinese market. His presentation will cover the current landscape for European SMEs in China, including key challenges and opportunities. Alessio will delve into various channels and approaches for market entry, emphasising the importance of understanding unique market dynamics. He will highlight potential pitfalls that businesses can avoid when entering the market. The session will include case studies of European SMEs, providing practical insights and lessons learned from their experiences in China. This presentation is designed to equip participants with the knowledge and strategies needed to successfully navigate the complexities of the Chinese market.

Agenda

Part 1: Intellectual Property Strategies

1. Overview of China’s IP system

2. IP Protection in China
IP types and principles 
Trade secrets protection
Comparison of EU and China

3. How to protect software in China
Copyright or patent?
Do not miss other IP: trade secrets and trademark
Case study

4. Key IP considerations when transferring technology
Options of technology transfer: Licensing, Joint-venture, and Wholly Foreign Owned Enterprise
Due diligence on business partners 
Handling meetings with business partners: non-disclosure agreements and trade secret protection

5. Main IP concerns and Common mistakes
Main IP concerns SMEs face in China
Common mistakes SMEs make when entering the China market
Expert tips for attending business missions in China 

Takeaway messages

Q&A 

Part 2: Accessing the Chinese Market

1. Current situation in China: what we see
Recent policy developments in China
Common mistakes made by European SMEs in China

2. Business environment and culture
Different market entry ways
Complying with Chinese regulations and standards
Chinese business etiquette

3. The right mindset: gradual, long-term thinking
European quality: perception vs reality
The Chinese way
The 3x rule

4. Once in the market…
Importance of networking: government affairs / PR
Social media presence

5. Practicalities: IT, data, due diligence
China’s regulatory framework for cybersecurity and data security
Cross-border data transfers
Due diligence on CN partners

Q&A

Registration

This event is open exclusively to the participants in the EU SME Centre’s SME Business Mission: Green Tech.

Do you have a question about topics covered during this webinar? Contact the China IP SME Helpdesk experts for all matters related to IPR or the EU SME Centre experts for market access information and advice. Our services are entirely free of charge. We provide our services to all small and medium-sized enterprises from EU Member States and countries participating in the Single Market Programme (All EU Member States plus Albania, Bosnia and Herzegovina,  Iceland, Liechtenstein, Moldova, Montenegro, North Macedonia, Norway, Serbia, Türkiye, Ukraine).

About the China IP SME Helpdesk

The China IP SME Helpdesk supports small and medium sized enterprises in the European Union (EU) and the other countries of the Single Market Programme (SMP) to both protect and enforce their Intellectual Property Rights (IPR) in or relating to Mainland China, Hong Kong, Macao and Taiwan through the provision of free information and services. These take the form of jargon-free, first-line, confidential advice on intellectual property and related issues, plus training, materials and online resources. Find out more on the Helpdesk’s website.

About the Speakers

Lisa Lu

China IP SME Helpdesk, IP Business Advisor

Lisa Lu is the IP Business Advisor at China IP SME Helpdesk in Beijing, where she advises European SMEs on intellectual property rights matters. She holds a double master’s degree in law from the China University of Political Science and Law and University of Hamburg. Before joining the China IP SME Helpdesk at the European Chamber, Lisa worked as a trademark attorney for the Ferrante Intellectual Property and Chang Tsi & Partners. She mainly focused on the fields of trademark prosecution, trademark enforcement, copyright protection and unfair competition.

During her time working in both law firms, she dealt with a variety of clients including but not limited to automotive performance, media, entertainment, new energy, apparel, architecture design, data management, e-commerce, household products, HVAC, and fire & security. Her clients included a range of globally leading companies and small and medium-sized enterprises (SMEs). Lisa is fluent in Chinese and English.

Alessio Petino

Business Advisor, EU SME Centre

Alessio has worked for 8+ years on various EU-funded projects in China, mainly conducting policy and regulatory analysis for European companies looking to enter or already in the Chinese market. Key focus areas: market access regulations and barriers, investment attraction policies, standards & compliance – with particular focus on R&D, tech & innovation.

Alessio joined the EU SME Centre in October 2020. He coordinates reports, guidelines and technical assistance to European SMEs; he also delivers training about different market entry approaches and engagements with China, opportunities and risks, as well as do’s and don’ts.