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Webinar 15.12.2021

Finland-China E-commerce Summit

Time: 15.12.2021 klo 9:00-13:00 EEST
Location: Microsoft Teams


More Information


Erika Wang, Senior Advisor, Business Finland (at)

Food from Finland program is delighted to invite Finnish food companies joining in the 1st Finland-China E-commerce Summit. This summit will introduce a full picture of China e-commerce business environment, market access and ecosystem.

Chinese consumer spend over 60% of total budget to online purchase in food sector, included but not limited to: imported food, baby food, healthy food, fresh ingredients, etc. 80% of consumers purchase imported food on e-commerce platforms. It is the main field for most trendy food categories. China has world most developed logistic network and enormous livestreaming market, which support the prosperous development of e-commerce marketing. 

Why should you know about China e-commerce ecosystem?

Except for opening an online shop on TMG or TM, various topics are valuable to take into consideration before kick-off:

  • Product localization
  • Branding with trendy message
  • SKU and promotion
  • Livestreaming and KOL
  • Others

About the Tmall Global

Launched in 2014, Tmall Global ( is Alibaba Group’s dedicated channel for cross-border e-commerce. Tmall Global provides a premium shopping experience for the increasingly sophisticated Chinese consumers that are in search of top-quality branded products. Tmall Global is China’s largest cross-border B2C online marketplace, and allows brands and retailers without operations in China to build virtual storefronts and ship products into China from their home countries. Today, there are more than 29,000 brands from 87 countries and regions across 5800 categories on Tmall Global.

Tmall Global as one of key player in China e-commerce industry will provide in-depth knowledge and experience sharing with participating companies. Estimated total sales of €70 Billion on Tmall (included Tmall Global) during 11.11 campaign in 2021.

Highlighted Speakers

Bale Zhang, COO and co-founder, Hangzhou XiGua Media Co., LTD.

About Hangzhou XiGua Media Co., LTD
Incubator and MCN entertainment agency with over 20 top influencers, total followers number reached 230 million+. Yearly turnover RMB 500 million+

Ivy Shi, CEO and founder, Ningbo Free Trade Zone Ningshing Ubay International Trade Co., LTD.

About Ningbo Free Trade Zone NingShing Ubay International Trade Co., TLD.
Founded in 2014 and by 2020, the import value exceeded RMB 6 billion. NingShing Ubay has been listed as the e-commerce model enterprise by Ministry of Commerce of China (MOFCOM). It is titled as Top 500 Chinese enterprise in international trade.


09:00- 09:05 Introduction

09:05-09:25 Opening Remarks Business Finland Food from Finland program Director

09:25-09:30 Welcome greetings

09:30- 09:50 Opening Remarks E-commerce Partner 

09:50-10:00 China imported food policy  

10:00-10:15 E-commerce successful case sharing 

10:15-10:35 Industry overview 

10:35-10:45 Internationalization VS Localization

10:45-11:00 Coffee break

11:00-11:10 Cross-border E-commerce overview

11:10-11:25 Marketing and branding

11:25-11:55  Introduction of Finnish Food Companies

11:55-12:15 Panel Discussion 

12:15-12:45 Q&A and discussion

12:45: 12:50 End of event