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Mr. Matias Zubimendi is the IP Business Advisor at China IP SME Helpdesk in Beijing, where he advises European SMEs on intellectual property rights matters. Mr. Zubimendi holds a Master’s degree in Chinese Civil and Commercial Law from Peking University as well as a Master’s degree in Intellectual Property Law from Austral University in cooperation with the World Intellectual Property Organisation. Mr. Zubimendi has a strong background in both business development and intellectual property rights protection, having previously worked as a China Business and Legal Consultant at Terragene, where he focused on business development and as a Director of Legal Affairs at Conquer Europe. Previously, he has also worked as a Patent and Trademark Attorney at Phoebus Abogados and Mazzeo & Canet, where he represented SMEs as well as Fortune 500 companies.

Mr. Zubimendi has given lectures at various conferences including the Ibero-American Conference on Chinese Studies and published several articles including “The legal protection of intangibles in the video games industry”. As a Professor Assistant, he has also given lectures on Commercial Law and Procedural law, while focusing on Copyright and AI in his research. Mr. Zubimendi is a native Spanish speaker fluent in English.

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Ms. Daphne Tuijn is a China e-commerce and tech specialist with a strong desire to formulate successful strategies for companies to grow in China's e-commerce space. Daphne loves numbers and she’s passionate to help companies use data analytics in the right way. Having both built an eCommerce company as well as a tech company in China, Daphne is specialised in using marketing tools and livestreaming in China’s digital space, and knows what it takes to succeed in this fast-paced economy.

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After graduating from London School of Economics, Ms. Grace Yu joined Daxue Consulting - a market research and management consulting firm with a dedicated focus on the Chinese market. She is currently working as a project manager and her experience covers e-commerce, F&B, tech, fashion & beauty, healthcare, personal care and others. She keeps frontline observation on Chinese EC platform dynamics in terms of both consumer side (e.g. consumer trends and behavior) and business side (e.g. platform policy, Tmall Partner, EC IPs, MarTechs).

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Mr. Jonathan Schlichtkrull is a business professional in Shenzhen and Beijing working with cross-border e-commerce and consulting. Mr. Schlichtkrull is an alumni of the Sino-Danish Center and University of Chinese Academy of Sciences in Public Management and Social Development. With a background in Asian studies and cross-cultural communication from University of Copenhagen and many years spend living in China, South Korea and Mongolia, he has a broad background including CBEC, tourism, education, and communications in East Asia.