Skip to content


Webinar 24.5.2022

China Coaching Day 2022

Time: 24th May 2022
          08:30 – 12:00 EEST / 13:30 – 17:00 CST 
Place: Webinar


More Information


Erika Wang, Business Finland, Helsinki (at)


Jianing Lu, Business Finland, Shanghai (at)

Food from Finland program is delighted to invite Finnish food companies joining 2022 China Coaching Day.


2022 entered to the third year of COVID global pandemic, the impact by global logistic, market performance and consumer choices leads to new movements in the second largest export market for Finnish food suppliers. This event will provide the latest market trend in mainland China and Hong Kong imported food market.

About E-commerce in China

China e-commerce continues its amazing growth and it is currently the world’s largest e-commerce market. As of 2020, 54% of the total population have frequent purchase behavior online. GenZ population is an unique phenomenon driving the growth of new food category such as free-from and beverages. It implies the new trends of consumption in premium quality, sustainable and safe food products. 13% of total online purchase is contributed by this group of consumers. Learn more from this session of market insights!

About Sustainability

ESG (Environmental, social, and corporate governance) has become a trendy topic in China during current year. In the 14th Five-year-plan of China, ESG is attached to the target of high-quality development. Large corporates have taken actions to boost the innovation and practices in ESG missions. Fortune 500 companies promised to publish ESG China reports. At the same time, ESG integrates into the new value chain which is essential in the GenZ consumer market.


8:30-8:50      Opening Remarks by Food from Finland
8:50 -9:10     Keynote Speech – China Market Updates by Embassy of Finland in China
9:10-9:30      Keynote Speech – HongKong Market Status by Consulate General of Finland in HongKong
9:30-10:15    Sustainability in China Imported Food Market by Touchbase
10:15-11:00  China Imported Food Market by Eibens Consulting
11:00 -11:45 How to Enter China Market via Cross-border E-commerce by eTOC GmbH
11:45-12:00 New Retail Platform by Freshippo (Alibaba Group)
12:00-12:05 Q&A

Invited Speakers (by speaking order)

TouchBase is a pioneering platform dedicated to serving New Economy participants in China – Startups, TMT giants, Traditional enterprises, Institutional investors, Local governments, and Individuals. The mission of platform is to promote the development of a rapid, stable, and sustainable New Economy.

Cindy Guo, Co-founder and CEO of TouchBase has been industry analysist in Douke (NASDAQ: KRKR). She is also an external researcher of Digital China Research Institute and Chinese Academy of Social Sciences. Cindy studied more than 200 leading retail business, including Oatly, Starbucks and Macdonald's; domestic large corporate Luckin coffee and; unicorn startups such as Week Zero and CellX.

Eibens Consulting

Founded in Beijing in 2005, Eibens Consulting recently expanded to south-Asian market with its diversified team of experts. In almost 20-years of operation in China, Eibens Consulting has served companies in market exploration, business network for import & export, business development and EU funded projects.

Pablo Recio Gracias, Managing Director of Eibens Consulting has lived 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.


eTOC comes from “e-commerce TO China”. As a specialized consulting company only focusing on China e-commerce and digital marketing, eTOC has already helped over 100 international companies to entry into China through e-commerce or grow and optimize their existing China e-commerce business. eTOC has in-depth knowledge of Alibaba eco system and direct access to Alibaba resources, first-hand information of the key category strategies.

Moonie Zhu, Co-founder and Managing Director of eTOC GmbH. She is a native Chinese living in Germany since 2006. Moonie is specialized in consumer goods and retail business for over 10 years. Moonie was China Country Manager of German leading coffee supplier and she led Tchibo entry to China before she co-founded eTOC GmbH.


Freshippo, Alibaba Group’s New Retail platform, is driven by data and technology. It provides consumers with a totally new grocery shopping experience, with grocery delivery as fast as 30 minutes from check out time. Freshippo’s "Daily Fresh" product line promises a one day turnaround for all items. This community-based, one-stop, New Retail experience center allows people to enjoy a better life through technology. Freshippo stores offer over 20,000 products to meet consumers’ daily needs. With a focus on food, It has national wide distribution and now the leading O2O (offline to Online) new retailer in China.

Welcome to the webinar!