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


On 14 and 15 June 2017 Horsten International organized two workshops about "E-commerce and Social Media in China", together with ChinaTalk and NexportChina. On the 14th of June the workshop was held at Kasteel Ter Ham in Steenokkerzeel, Belgium. On the next day the workshop was held at Beeckestijn Business School in Leusden, the Netherlands. 

First Ed Sander of ChinaTalk introduced the current e-commerce and social media landscape in China. In the past years e-commerce and 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.
Bart Horsten followed with an introduction about the difference between e-commerce and cross-border e-commerce, illustrated by several case studies. Answers to the following questions were given: What are these Chinese e-commerce channels offering? What are the differences between these channels and which channels are suitable for your business? What are the expectations of the Chinese customers? How to integrate your online sales into your regular trade activities and how to use social media?

Thijs van der Toom of NextportChina concluded with a detailed overview of the possibilities of WeChat for online marketing and e-commerce in China and how to use it as European SMEs. 

The workshops were concluded with a networking reception. In total 40 participants attended the workshops.


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:


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