An SME's guide to exporting to China
Retail and food & drink
Group Chief Executive Officer - eCargo
Lawrence has spent over the last 10 years bringing international brands into Asia, specifically Greater China, through eCommerce and digital activation. His experience spans across business strategy, brand marketing, eCommerce, IT development, cross-border logistics and content creation. Prior to taking up the role to lead eCargo, he spent a few years in Investment Banking, Digital Banking and Asset Management in Hong Kong and China, including setting up his own company, Zingly, focused on helping brands capture and utilize user generated contents. He strongly believes in driving a customer-centric business that ensures the company’s principals are capturing all opportunities available to generate value.
Director of Brand Cooperation, Alibaba Platform Governance - Alibaba Group
Mick’s team is responsible for supporting IP rights holders to enforce their rights as effectively as possible on Alibaba’s various e-commerce platforms. This includes companies which are developing brand protection strategies using Alibaba tools such as the Intellectual Property Protection platform (the IPP), and those bringing cases for offline enforcement to Chinese authorities.
Starting in late 2020, Mick’s team launched “Simp’Ali IPR Cooperation”, which aims to make enforcement as streamlined as possible for SMEs.
Xinyun (Max) Jiang
Senior Intellectual Property Officer, China Attaché Team - British Consulate-General Shanghai
Based in Shanghai, Max joined the China Attaché team of the UK Intellectual Property Office in August 2018. As the Senior Intellectual Property Officer, he leads the Attaché team’s business-focused activities, briefing British stakeholders on the IP landscape in China and providing strategic 1-2-1 IP advice. Before joining the UK Intellectual Property Office, Max worked in the Department for International Trade as Senior Trade and Investment Officer for the Retail and Consumer sector.
Senior Associate - Gowling WLG
Sophia Liu obtained her LLM degree from the University of Hong Kong (majoring in Information Technology and Intellectual Property Law). She has extensive experience in litigious and non-contentious experience in a variety of areas of intellectual property, including pursuing civil action before courts, administrative complaint at Intellectual Property Bureau and managing and assisting with administrative/PSB raid action.
Head of Corporate Marketing - eCargo
Lewis leads eCargo’s Corporate Branding and Communications division, and has experience building and executing marketing plans for international brands looking to enter China and accelerate sales through both offline and online channels. His experience and market insights – built over 5 years working with the China market – spans Brand Strategy, eCommerce Operations, Customer and Market Research, Content Creation and Sales Activation. He is passionate about utilising market data, genuine consumer feedback and market trends to formulate business plans, marketing initiatives and identify new opportunities in the market for international brands.
Director for Client Services - The Silk Initiative
Eric works as a Director for Client Services within TSI’s Insight & Strategy team, with responsibility for leading client engagements across China and Asia-Pacific, capitalising on his client-side professional experience. He has uniquely straddled both agency and clientside, enabling him to have first-hand knowledge in translating insights into executable plans for marketing, sales, and R&D teams. Originally from Taiwan, Eric graduated with an MA in Applied Law and a BA in Marketing. With over seven years of experience with Kantar and five years client-side marketing and category building experience in China and Australia, he has a proven record of transforming categories and portfolios across high-demand Asian markets.