Navigating the Chinese Market: Insights and Strategies

Small and medium-sized enterprises (SMEs) from Europe have embraced trade within the EU Single Market. Many are planning to internationalise further and strengthen their presence in external markets, including in China. However, entering the Chinese market comes with challenges that can be daunting even for seasoned exporters. Notably, identifying the right retail channels, navigating customs regulations, and building relationships with Chinese partners can prove difficult.

This video is the recording of a webinar organised in October 2024 by the EU SME Centre, in partnership with Associação Empresarial de Portugal – AEP and Sociedade Portuguesa de Inovação – SPI. You will find in this webinar a market overview and useful knowledge on how to conduct business in China. The webinar also features practical cases highlighting the primary challenges faced by SMEs and feasible steps to mitigate potential issues.

Keynote speaker

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.