eCommerce – Selling your Products Direct to the Chinese Consumer

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Ramada Resort Grantham

Toll Bar Rd


NG32 2HT

United Kingdom

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With 700 million internet users and over 300 million online shoppers, there has never been a better time to reach Chinese shoppers and businesses via online channels.

This workshop will explore how companies can engage with cross-border e-commerce to get their consumer goods directly from the UK into the hands of Chinese customers. It will include an introduction to the biggest e-commerce market in the world and explain how the key platforms work and also how digital marketing can drive sales.


This workshop will explain in detail the steps a business needs to take to sell products direct to Chinese consumers. Participants will leave with a good understanding of what is required to take their interest forward in this marketplace.


09:15 Registration & Refreshments

09:30 Welcome & Introduction

Stuart McFarlane, Specialist Digital Adviser, Business Lincolnshire

09:40 Selling on a Budget

David Gregory, China Business Adviser, China-Britain Business Council

09:50 Overview of the China eCommerce Economy Purchasing Behaviour

Jack Porteous, UK Retail Sector Lead, China-Britain Business Council

10:20 BREAK

10:40 Selling to China via an Ecommerce Platform

Byron Constable, CMO, Avenue51

11:20 Social and Digital Media

Jimmy Robinson, Co-Founder, PingPong Digital

12:00 Support – Financial Support & Knowledge available from Business Lincolnshire Digital Growth Programme

Stuart McFarlane-Bedford, Specialist Digital Adviser, Business Lincolnshire

12:15 Support – Financial Support & Knowledge available from the Department for International Trade

Dale Atkins, International Trade Adviser, DIT

12:30 Buffet Lunch

13:30 Close


Stuart McFarlane-Bedford

Stuart is a specialist digital adviser for Business Lincolnshire and manages their digital development business support programme in Greater Lincolnshire.

He has gained wide technical knowledge through a varied career in top global technology companies Panasonic and Sony. He now runs his own specialist business consultancy CDI Alliance Ltd, that delivers growth and value for their clients through the use of digital technology. He has worked both in the private sector and public sector previously being a creative and digital sector advisor to the Labour Government between 2004-2010.

His passion and his career has always been associated with technology and has worked on two Superfast Broadband projects in Lincolnshire, as well as digital sector projects in Lincolnshire, Barnsley and Sheffield.

David Gregory

David is the China Business Adviser covering the East Midlands Area. Before returning to the UK in 2015 he spent almost 17 years based in China and South East Asia. For the majority of that time he worked as a senior executive in large, multi-national companies, in the building material sector. Drawing from his experience, he aims to deliver clear and practical advice to clients wishing to engage with China.

Jack Porteous

Jack joined the China-Britain Business Council (CBBC) as the UK Sector Lead for Retail and the Creative Industries at the start of 2017. He is based in London, but the sector responsibilities cover the whole of the UK. Prior to joining CBBC he spent 3 years living and working in China, and had a stint with the Department for International Trade in London advising retail and creative companies on internationalisation, including leading a trade mission to Beijing and Shenzhen in the videogames sector in 2016. He has also previously worked in communications roles for British and overseas political organisations. Jack has a BA in Modern Languages (Chinese) from Newcastle University.

Byron Constable

During his 18 years in Mainland China, he led highly successful digital strategies for top retailers such as Lacoste, Ford, L’Oreal, Nike, Sony and SKII. His pivotal marketing insights and tactics gained retailers a significantly increased market share in Mainland China. In the course of this work he built Madeforchina, one of the most successful digital agencies in this specialised field.

Byron is also notable for having developed many fast-moving new brands including China’s first live-streaming horse racing platform. His expertise also led to his being appointed as the first official Foreign Advisor to the Public Security Bureau Internet Division in Beijing, China.

Since returning to the UK, Byron has been advising British brands on dynamic digital strategies for Mainland China. He has also recently taken on the role of CMO for the UK’s biggest China outbound ecommerce company, Avenue51.

Jimmy Robinson

Jimmy is Co-Founder and Director of PingPong Digital, an award winning Chinese marketing agency with offices in London, Birmingham and Shanghai. PingPong Digital services clients in the EU, North America and Asia. Jimmy has worked with over 100 businesses to launch their Chinese marketing channels and is also leading the way in how big data will help drive social marketing campaigns in the future through the development of PingPong Analytics.

Dale Atkins

Dale is a Lincoln based Adviser for the Department for International Trade. Having held various director level posts in the private sector, Dale joined UK Trade & Investment (UKTI) now Department for International Trade (DIT) in 2013, advising UK companies on their export strategy. He is the Defence & Security Sector specialist for the East Midlands region.

Secure your place

Attendance is free of charge and places are limited so be sure to book yours today.

Please note we are only able to offer up to 2 places per company. To qualify for this funded support, your business must be a small to medium enterprise (SME) based in Greater Lincolnshire. Apologies, no marketing agencies, support intermediaries or public bodies.

Am I eligible?

These workshops are available for businesses, partnerships, sole traders, and registered charities, with a trading address located within Greater Lincolnshire (North Lincolnshire, North East Lincolnshire & Lincolnshire).

To access these workshops, your business must complete an SME enrolment form in order to check the business’s eligibility against the funding criteria. (The form will be sent to you on completion of booking - if one has not already been completed and on file).

*This is an industry focused event. Bookings will be prioritised and please note we are only able to offer up to 2 places per company. We reserve the right to decline registrations wherever necessary to ensure an appropriate audience for the event.

This briefing is being organised in partnership with the Department for International Trade and China-Britain Business Council. By registering to attend you give your consent for the booking data to be shared with them.

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Ramada Resort Grantham

Toll Bar Rd


NG32 2HT

United Kingdom

View Map

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