Digital Marketing for Industrial Goods, 20.04, Beijing & Online

​How to promote European industrial equipment, products and services to the Chinese B2B market? How to introduce industrial goods on China’s online platforms and build a recognisable brand presence on social media channels?

For updates on digital marketing adapted to industry, the EU SME Centre and the Italian Chamber of Commerce in China invite you a workshop on 20 April 2026. Join this event for an overview of the tools available and recommended to promote industrial equipment and products to China, with a focus on online strategy.

This workshop is open, free of charge, to all European small and medium-sized businesses from EU Member States and countries participating in the Single Market Programme.

AGENDA 

Monday 20 April (China Standard Time)

15:30 – 16:00Registration at the venue
For onsite participants in Beijing

16:00 – 16:05 Opening remarks
Keyu Zhou, Training Coordinator, EU SME Centre

16:05 – 17:05 Digital Marketing for Industrial Products and Equipment from Europe to China
Jonathan Kullman, Founder & CEO, NBH

17:05 – 17:30 Protecting Your IPR in China for Brands, Patents, and Design
Lisa Lu, IP Business Advisor, China IP SME Helpdesk

17:30–18:00 Q&A session

KEYNOTE SPEAKERSJonathan Kullman, Founder & CEO, NBH

Jonathan Kullman is the founder and strategic force behind NBH. As CEO, he leads the agency’s vision, growth, and client success—ensuring Nordic brands have a trusted partner in one of the world’s most complex markets. With a background in international marketing and a sharp commercial mindset, Jonathan helps brands turn China from a challenge into a real growth opportunity.

As CEO, Jonathan oversees NBH’s strategic direction, service development, and key client relationships. He’s directly involved in positioning global brands for success in China—often supporting executive teams with market strategies, positioning, and growth plans. Jonathan also leads the Stockholm office and drives collaboration between the European and Shanghai teams.

Lisa Lu, China IP SME Helpdesk, IP Business Advisor

Lisa Lu is the IP Business Advisor at China IP SME Helpdesk in Beijing, where she advises European SMEs on intellectual property rights matters. She holds a double master’s degree in law from the China University of Political Science and Law and University of Hamburg. Before joining the China IP SME Helpdesk at the European Chamber, Lisa worked as a trademark attorney for the Ferrante Intellectual Property and Chang Tsi & Partners. She mainly focused on the fields of trademark prosecution, trademark enforcement, copyright protection and unfair competition.

During her time working in both law firms, she dealt with a variety of clients including but not limited to automotive performance, media, entertainment, new energy, apparel, architecture design, data management, e-commerce, household products, HVAC, and fire & security. Her clients included a range of globally leading companies and small and medium-sized enterprises (SMEs). Lisa is fluent in Chinese and English.