NEWS: Workshop E-Commerce and Social Media in China 14 & 15 June 2017


In the past years cross-border e-commerce has seen a tremendous growth in China. Chinese consumers are increasingly buying European products, not only via online purchasing at home but also while visiting Europe as a tourist. Many Belgium and Dutch companies are already benefitting from this development, but there is still a large group of companies with great potential for which China is still a black box.
This is not that surprising as the Chinese market is indeed very different from what we are used to in Belgium and The Netherlands. If we look at China’s e-commerce and social media landscape for example, we see a totally different playing field. The channels that we are used to in the West are (almost) non-existent in China. Instead, China has its very own e-commerce and social media ecosystem, with companies like Alibaba, JD, WeChat and Sina Weibo.
So what are these Chinese channels offering? What are the differences between these channels and which channels are suitable for your business? This workshop aims to answers these questions. You will learn the basics of e-commerce, cross-border e-commerce, social media and online marketing in China, and how to use it for your business. Three independent China experts will provide you insights and practical tips on how to leverage these channels to successfully reach out and sell to the Chinese consumer.
You have two chances to participate in this half-day workshop:

  • In Belgium on Wednesday 14 June 2017 at the "Kasteel Ter Ham" near Brussels (Steenokkerzeel): more information and registration here.
  • In the Netherlands on Thursday 15 June 2017 at the Beeckestijn Business School near Utrecht (Leusden): more information and registration here.

Registration fee:

  • Early bird: € 99,- excl. service cost & VAT (if you register before May 22nd )
  • Regular: € 120,- excl. service cost & VAT

Timing and Content:

  • 13:30: Welcome and registration
  • 14:00: Ed Sander: The e-Commerce and Social Media landscape in China
  • 14:50: Bart Horsten: Strategic aspects and best practices in choosing the right e-Commerce platform and social media channel in China (including several case studies)
  • 15:40: Break
  • 16:00: Thijs van der Toom: How WeChat can be used for promotion and cross-border e-Commerce in China (including several case studies)
  • 16:50: Q&A
  • 17:15: Networking drinks
  • 18:15: End of the workshop

NOTE: this session will be held in English unless all participants speak Dutch.

Introduction Ed Sander – ChinaTalk:

CRM/Data-driven marketing specialist Ed Sander worked as a marketing consultant for local NGO’s in Xi’an, China from 2011 to 2013. During this period he started writing about China’s e-commerce and social media landscape. Currently Ed writes for, China Nu, CRTV Magazine and other publications. He frequently gives lectures about the Chinese digital landscape at seminars, colleges and universities. Ed also served as a committee member of the Xi’an International Business Forum and was a member of the board of Guanxi, a Dutch network organisation of experts and companies doing business with China. For more information:


Introduction Bart Horsten – MyChinaWeb:

Bart is a China entrepreneur and consultant since 1998, being one the most experienced and broadly skilled China consultants in the Benelux, specialized in the guidance of European SME’s in their expansion plans or investments in China. Bart’s customers are engaged in different sectors and regions in China, and Horsten provides legal, operational, strategic and any other specialized China consulting services. Recently Bart founded MyChinaWeb, Belgium’s first China online marketing agency, specialized in Chinese website design, social media, online marketing and e-commerce in China. For more information: and



Introduction Thijs van der Toom – NextportChina:

Thijs is Managing Director of NextportChina, Holland’s leading China-focused digital marketing agency. In this role he is very passionate about developing creative digital campaigns that connect western brands to Chinese consumers. This way he and his Chinese team already successfully served numerous Dutch and Belgium brands with building their online presence in China. After studying and working in China for 2,5 years, Thijs currently resides in Amsterdam. He speaks Mandarin at a decent level and is totally addicted to WeChat, a topic he often blogs about. Thijs gives guest lectures at the Vrije Universiteit Amsterdam and is a frequently asked speaker on the topics of Chinese (mobile) innovation and social media marketing. For more information: