Cross-Border e-Commerce Training (CBET) Workshop - Leader of the organizing team: KF Cheng - Event Date: 23 - 26 Jun 2014 - Presented in APEC Business Advisory Council (ABAC) - First in ABAC, followed by other economies afterwards

1. CBET Report
Cross-Border e-Commerce Training
(CBET) Workshop
Dongguan, China
23 - 26 Jun 2014
Presentation: http://tiny.cc/cbet1rpt
Video: http://tiny.cc/cbet1vdo
Organizer: ABAC China
Sponsor: MasterCard
Songshan Lake
DHgatev1.6

2. CBET Introduction
The Cross-Border e-Commerce Training (CBET) Workshop is an initiative by ABAC China in the APEC
Business Advisory Council (ABAC) for the purpose of promoting cross-border trading through e-
commerce, which is also an effective initiative to help the SMEs and provide actionable solutions to
their common issues, including access to international market, access to finance, capacity building,
innovation & entrepreneurship. The program was endorsed at the ABAC Meeting in Auckland in
February 2014, and was also recognized by the China MOFCOM, MIIT and CCPIT. E-Commerce has
been recognized as the catalyst of economy growth in the past few years. In 2013, China has
become the world’s largest e-Commerce market in the world, making quite a lot of changes in the
market, and created a lot of new business and job opportunities. A new global value chain has been
created gradually, resulting in new opportunities in the market, but also challenges to traditional
trading.
Ms. Diane Wang, Founder & CEO of DHgate, is the initiator of this CBET program. She was also the
co-founder and CEO of Joyo.com back in 1999, which became China’s largest B2C website at that
time, and was acquired by Amazon in 2004. DHgate started in 2004, and was focused in cross-
border B2B e-commerce business, an all-in-one platform supporting full complete transaction,
helping China SMEs to sell their products to the global market through a new electronic channel,
bypassing obstacles in traditional trading.
In the past 10 years’ experience in China, it was proven how SMEs can be
effectively supported to start or develop their business through cross-border e-
commerce, which can be evidenced by over 1 million SME sellers on the DHgate
platform, if not counting other platforms. As an active alternate member in ABAC,
Diane wish to bring her experience further to the international level through this
CBET program, which also brings opportunities for international networking and
CBT business opportunities.

3. The CBET Workshop
The Details
Dates
Duration
Language
# Participants
Course Fee
Include
• 23 - 26 June 2014 (Mon – Thu)
• 3 Full Days
• English
• Planned for 30, Actual almost 50
• Free
• Training Workshop, Materials
• Pickup, Local transportation, Field Visits
• Hotel, Meals
The CBET Workshop

4. Location of the CBET Venue
SS
Lake
Shenzhen Int’l Airport1
Hong Kong Int’l Airport2
Hong Kong
Shenzhen
Dongguan
SS
Lake
Songshan Lake, Dongguan China
(the Workshop venue & Hotel)1
2
SS
Lake

5. Silver World Hotel & Resort
Songshan Lake
Dongguan, South China
东莞松山湖银丰逸居酒店
Hotel

6. Participants’ Directory
Introduction of their Bio & Business

7. Participants
Participants from:
Brunei, Canada, Chile, China, Hong Kong
Indonesia, Philippines, Singapore, Slovenia, USA

8. Wide Diversity of Participants
Economies
Brunei Darussalam
Canada
Chile
China
Hong Kong
Indonesia
Philippines
Singapore
Slovenia
United States
Background
ABAC Member
Government Rep
SME doing e-Commerce
SME planning on e-Commerce
SME in traditional business
Marketing professional
I.T.
Logistics
Trade Associations
Academic
Journalist & PR professional
Position
Business Owners,
CEO & VP
Directors &
Managers
Association
Chairman
Department
Heads
Marketing
Professionals
Media Journalist

9. Speakers
NoahHerschman
COO,DHgate
CarlHemus
VP,GlobalKeyAccounts
DHLeCommerce
PhilipYen
GeneralManager,DigitalGlobal
Center,MasterCard
EzrielRappoport
COO,MalionHoldings
JoeZhang
GeneralManager,eCargo
PriscillaDorresteijn
ExportAdvisor,Google
TomChen
SalesDirector,ShenzhenValuein
ActionTechnology
KFCheng
SrDirector,Int’lBusiness
Development,DHgate
ZhexiaSu
LargeCustomerSales,Google

10. CBT:TheNextBigThingin
e-Commerce
CBTe-CommerceChanges
BusinessandLife
CBT:AGreatOpportunity
forGoldRush
CBTEnabler:International
FastShipping
CBT:Howtobuy/Howto
Sell,CBTSourcing
InternetSupplyChain
Financing
SellerOverall Operation Logistics Buyer Finance
CBET Topics & Content Coverage - Day 1
Workshop

11. CBET Topics & Content Coverage - Day 2/3BrandBuilding,Markets,
Localize,Awareness,
AcquireCustomers
Technology,Connections,
Security,Convenience
Online
Strategy
Internet
Payment
Visit:Manufacturing–
frommaterialstoshipping
Visit:WholesaleTrading
Center
Visit:Largee-Commerce
OperationCompany
Visit:SmallSMEinCBTe-
Commerce
Factory
Product
Sourcing
e-Comm
Operation
Small
SME
Field VisitsWorkshop

12. Networking with International Entrepreneurs
New Business Opportunities in New Global Value Chain

34. Day 0: 23 Jun 2014 (Mon)
Arrivals
Pickup from Shenzhen, arrive safe
Arrival Registration, get the materials
Hotel Check-in
Welcome Gathering
Cocktail Party, know each others
Welcome Dinner, start networking

35. Day 1: 24 Jun 2014 (Tue)
CBET Background Introduction KF Cheng
Sr Director,
DHgate
Grouping & Know Each Others
CBT: The Next Big Thing in e-Commerce Noah
Herschman
COO,
DHgate
Key Factors Driving This Hot New e-Commerce Channel
Obstacles Now and Future
Possibilities for the Future
CBT: A Seller’s Perspective Tom Chen
Sr Director,
SZ Value in
Action Tech
Cross-Border e-Commerce Changes Business & Life
How an e-Commerce Business is Grown and Run
Challenges & Future
CBT: A Great Opportunity for Gold Rush Joe Zhang
GM, eCargoA Complete CBT e-Commerce Operation Process
The e-Commerce Challenges and sCommerce
Brands, Channels, Service, Support, Marketing & Fulfilment

36. Day 1: 24 Jun 2014 (Tue) – continued
Group Discussion
CBT Enabler: International Fast Shipping Carl Hemus
VP, Global
Key Accts,
DHL eComm
The Game Changing Trend
Online Retailing Best Practices
Emerging Successful
CBT: A Buyer’s Perspective Ezriel
Rappoport
COO, Malion
Holdings
A widely successful internet entrepreneur tells his journey
B2B operation – how to buy / sell, cross-border sourcing
Brands, manufacturer relationships, closeouts
Cross-border Partnerships & Trusts
Internet Supply Chain Financing KF Cheng
Sr Director,
DHgate
A new generation of financing fitting the SMEs
Trends of Internet Financing in China
Sample Cases of Implementation
Group Discussion

37. Day 2: 25 Jun 2014 (Wed)
Grouping and Know Each Other
CBT: Online Brand Building Strategy Priscilla
Dorresteijn
Google
Find the markets & Localize
Create Awareness & Acquire Customers
Tools for Insights
CBT: Internet Payment in e-Commerce Philip Yen
GM, Digital
Global
Center,
MasterCard
Technology, Connections, Global Reach
Security & Convenience
Four-Party Payment System, Mobile Payment
eCommerce and Payment
Consumer Concerns in different Countries
Next 10 Years Outlook Diane Wang
Founder &
CEO, DHgate
Visits
Inwe Fashion – A manufacturer in knitwear
Dalang Knit Wear Trading Center – Wholesale Center

38. Day 3: 26 Jun 2014 (Thu)
Visits
Sain Store – A Large e-Commerce Operation, started with 5 people and
expanded into 150+ people in 3 years
FlowerTree – A Small Simple e-Commerce Operation with only 3-4 people
DHgate Dongguan Office – An e-Commerce Platform Operation
Local Tour / Leisure
Lakeside bicycle tour – light exercise, enjoy the scenery
Lychee Plucking – seasonal fruit
Shopping – experiencing products in China
Day 4: 27 Jun 2014 (Fri)
Hotel Check-out
Transportation Arrangement

39. Gifts from DHgate
Each participant will receive these 2 books published by DHgate:
• Starter Guide for Foreign Trade e-Commerce
• 50 FAQ for Foreign Trade e-Commerce

40. PARTICIPANTS QUOTES They Said …
CBET Attendee from the Philippines
“Most important though, were the tours to
selected e-commerce sites, where we were
able to interact with some of the owners.
The experience would not have been
complete without seeing first-hand these
businesses coupled with your government’s
support for e-commerce.”
- Teresa Custodio, Institute for Social
Entrepreneurship in Asia

41. PARTICIPANTS QUOTES They Said …
CBET Attendee from Indonesia
“Indonesia and China have a lot of things in
common: big population, the cultures, the
people and growth of economy. It’s surely
a great opportunity for us to learn more on
how Chinese cross-border e-commerce
companies deliver a good business …..
CBET is very positive event. That should be
held more often, so more people aware
and have more knowledge of how to do
cross-border e-commerce”
- Izmir Putra, COO of ukmmarket

42. PARTICIPANTS QUOTES They Said …
CBET Attendee from the Philippines
“I am writing to you to show that we are
very serious in our intention to bring CBET
to the Philippines offline and will support
ABAC Philippines for the e-learning.
Definitely, we will coordinate on our
collaboration moving forward”
- Arlene Padua-Martinez, Managing Director
of Post10 Worldwide Inc.

43. PARTICIPANTS FEEDBACK Stay Connected

44. Good Ratings (4.5 or higher out of 5.0):
• Registration & Prior Communication
• Pickup
• Hotel & Venue Selection, No. of Days
• Speakers, Topics, Duration
• Helpful to Participants (4.7 out of 5.0)
• Continue the Connection (4.9 out of 5.0)
• Come Again to ABAC China events (4.9 out of 5.0)
• Overall Satisfaction Score: 4.6 out of 5.0
SURVEY FEEDBACK Item Scores

45. • Quality of diversified speakers from different
countries
• Topics & in-depth content
• Interaction with people from different
countries, experience sharing
• Learning & networking
• Business opportunities & potential partners
• Good diversified participants with experience
SURVEY FEEDBACK Like Most in CBET

46. • Setup e-Commerce, implement in own business,
upgrade current business
• Follow up on ideas from CBET and people met
• Share with company / management
• Duplicate CBET in own economy, Share with other
SMEs
• Learn more in CBT e-Commerce & apply
• Sourcing partners from China
One of the quote:
GET MY HUSBAND TO START AN E-COMMERCE SME
SURVEY FEEDBACK Next Step: Action

47. • Invaluable knowledge of CBET as a whole, good
learning of business insights, good inspiration
• Potential great opportunities selling overseas
online
• Knowledge in new business trends
• Product sourcing
• Supporting ecosystem for CBT e-Commerce
• Friends & networking
• Network with people internationally for learning
SURVEY FEEDBACK Key Take-Away

48. • CBET participants to meet once a year
• Co-organize CBET in other economies
• Continue to receive news on CBT e-Commerce, or
from APEC and ABAC
• Continued networking with all participants,
through online forum or social networks
• Continue support & assistance to attendees in e-
Commerce business
• More ABAC China programs
SURVEY FEEDBACK Recommendations

49. A 2-min Video How the CBET was
http://tiny.cc/cbet1vdo

50. About APEC & ABAC
APEC is the premier Asia-Pacific Economic Cooperation Forum. Its primary
goal is to support sustainable economic growth and prosperity in the Asia-
Pacific region. The APEC Business Advisory Council (ABAC) was created by the
APEC Economic Leaders in November 1995 to provide advice on the
implementation of the Osaka Action Agenda and on other specific business
sector priorities, and to respond when the various APEC for a request
information about business-related issues or to provide the business
perspective on specific areas of cooperation.
APEC/ABAC recognizes that the key initiatives to help and support the SMEs
are access to international market, access to finance, capacity building,
innovation and entrepreneurship. In 2013, ABAC China shared the experience
in China how cross-border e-Commerce successful helped and support the
SMEs and address their needs.
Today, more than 9 million SMEs are doing their business online in China, and
e-Commerce has become the catalyst of economy in China, surpassing the US
in 2013 and become the largest e-Commerce market in the world.

51. Our sincere thanks to the following sponsors, who are those who
really made this program happened.
Organizer
ABAC China
with support from DHgate
Event Website: http://cbet.abac-china.org
Enquiry: abac@dhgate.com
The CBET Team from DHgate
Yongjie Zhang
KF Cheng
Laura Zhu
Ivy Zhang
Eric Wang
May Sun
Luyoo Wang
Sponsors