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Webinar 23.3.2021

China Coaching Day

Webinar 8:30-13:00 EET
Microsoft Teams


More information

Fan Cuilu, Business Finland, Helsinki (at)

Jianing Lu, Business Finland, Shanghai (at)

Welcome to China Coaching Day organized by Food from Finland.
The coaching day is to share industry and market update for companies in Food and beverage sector, aiming to export to China. This is the 5th year to organize coaching day, inviting industry related specialists and experts to share knowledge and experience of export to China.

We will continue the tradition in sharing update on export regulatory for food and beverage products, China market trends and consumer behavior, as well as e-commerce channel analysis. In addition, we will also discuss the outlook of imported food and beverage market in 2021.

Year 2020 was a turbulent year for us all, and uncertainty might continue in 2021. China’s economy is slowly recovering, with GDP growth of 2.3% over 2020. Due to pandemic development over 2020, Chinese consumers prefer even more of healthy, traceable food, and even demand for organic food is increasing.

A wide variety of foods are importing into China each year. The core segments include Dairy, baby food, meat, snacks, sweets, fruits, seafood, health foods and supplements, biscuits, oils and beverages including alcohol, coffee, and soft drinks. Brick and mortal stores were struggling last year, but E-commerce sales increased tremendously, convenient stores are also benefiting from the pandemic situation.

There is a huge potential for Finnish high quality food and beverages in China market. 

Come to explore your way to China!


(Finnish time)

Food from Finland China Event 2021
Esa Wrang, Head of Food from Finland Program, Business Finland

Export Compliance to China
Alice Lee, Overseas project Manager, F-one supply chain management Ltd

Latest impacts and trends for imported F&B market in China 2021 
Pablo Recio Gracia, Managing Director, Eibens Consulting Ltd

10:30-10:40 Break

China E-commerce and Digital Marketing Insights
Sheng Pang, CEO, Juplus China

Valio Business Learnings from China Market
Olli Osara, CEO, Valio China

12:20-12:30 Q&A, End of webinar


Alice Lee
Overseas project manager of F-One Supply Chain Management Co., Ltd

  • More than 10 years of work experience in introducing new products to Chinese market
  • Covering global products’ online and offline retail business in Chinese market
  • Professional in product development, category management, global procurement, and project execution

F-One is a professional Total Solution supplier of entering Chinese market for Food Exporters and Importers. Our service covers from product checking, international logistics, customs clearance, food consulting, and even trade agency.
Until now F-One already check and introduced more than 20 thousand items from all over the world.
We are now working with global well known F&B companies like Fazer confectionary, Global baby, a French company which is expertise in baby food, Walmart China and etc.
We are also assigned consulting agency of Korean Ministry of Agriculture and Business Finland since 2017.

Pablo Recio Gracia
Managing Director of Eibens China

Mr. Recio has lived and worked in China since 2005. During this time, he has developed a strong knowledge of the Chinese market, in particular relating to food and beverage import and distribution processes and trade barriers, from both a legal and commercial standpoint; and attracting Chinese investment into specific projects or regions.
Currently, he is the managing director of Eibens, company stablished in China in 2005. It has two offices in Madrid and Beijing. It is focused on the Food and Beverage sector, working with EU SMEs, International trade promotions agencies and public companies. Services include all steps from training, to market intelligence, market entry or commercial follow up. As secondary sectors Eibens also work in cosmetics sector and ecommerce.
From 2012 to 2014 he was the Director of Gold Millennium Beijing. In his previous roles, he worked for public agencies including ICEX (Spanish Institute for Foreign Trade) and Extenda (Trade Promotion Agency of Andalusia), as well as for private companies involved in international trade between Europe and China. Pablo has consulted and advised many European companies engaging in the Chinese market.
He holds a bachelor's in business from the University of Granada and two master's degree in Quality Management and Business Internationalization.
Pablo Recio is a frequent speaker in business seminars in Europe and China. In the last few years, he has cooperated with organizations such as the European Union Chamber of Commerce in China, the EU SME Centre in Beijing, LIAA, FINPRO or Bord Bia among others.

Sheng Pang
CEO of Juplus China

Mr. Sheng Pang is the CEO of Juplus China, a full service digital and tech agency focusing on Chinese digital marketing and eCommerce.
Sheng has over fifteen years of experience in digital marketing in Europe and China across e-commerce, SEO, SEM, digital media buying and social media marketing. He has a master’s degree in e-Business from University of Warwick, England, a certified Google AdWords and Analytics professional.
He combines extensive digital marketing experience with deep understanding of Chinese digital landscape to help businesses to grow and scale in China.
Sheng is currently leading a team of digital marketing and tech talents in Shanghai and Hanzhou, working with most of the Chinese digital platforms, particularly Wechat, Weibo, Zhihu and Baidu Search.
His eCommerce team has over 60 eCommerce experts in the suburb of Shanghai, two of which are JD and Alibaba certified eCommerce trainers.
The team is currently looking after some 20 brands and their online stores, including domestic and international brands, covering platforms such as JD, Tmall, Taobao, VIP shop and Red.

Olli Osara
Valio China CEO

Mr. Olli Osara is the CEO of Valio China and based in Shanghai. Olli has over 20 years of experience in technology, lifestyle, and FMCG industries, building brands and businesses internationally while living in Europe, USA and China. He has been working for companies such as Amer Sports and Suunto as well as Nokia and also some smaller start-ups.
His speech will briefly introduce Valio business in China, share about learnings from the Chinese market and tell what the Finnish companies aiming to China should consider.


Note on data privacy
Business Finland values and respects your privacy and personal information. We process your personal information in accordance with applicable laws and regulations. You will find a more detailed description of the processing of personal data in the privacy statement.
Note that the events will be arranged as Teams meetings, and the other participants may see your contact details.