Forum Agenda:




9:00 – 9:05 (UK)

16:00 – 16:05 (CN)

Opening remarks

Ran Guo

Director, Consumer Economy China, CBBC

John Nguyen

Head of Retail and Consumer, DIT

9:05 – 9:20 (UK)

16:05 – 16:20 (CN)

Reaching out to your China audience — Digitalisation in the age of Gen-Z

James Hebbert

Managing Director, Hylink UK

9:20 – 9:30 (UK)

16:20 – 16:30 (CN)

IP protection for UK fashion brands in China and the help available

Max Jiang

Senior Intellectual Property Officer, DIT

9:30 – 9:35 (UK)

16:30 – 16:35 (CN)

IP protection and collaboration among fashion brands

Ying Wang

Chairman Assistant of the CFA and Director of China Fashion IP Protection Center

9:35 – 9:45 (UK)

16:35 – 16:45 (CN)

ESS-IM Introduction

Paul Dimelow

Head of Export Support Service – International Markets (China), DIT

9:45 – 10:15 (UK)

16:45 – 17:15 (CN)

Panel discussion

Sustainability fashion and transparency
Current fashion trends in China
Gen Z consumer profile
Selling fashion products through e-commerce

Simon Collins (moderator)

Design Innovation Institute Shanghai (DIIS)

Maeve Galvin

Global Policy and Campaigns Director, Fashion Revolution

Dr. Rong Chen

Founder, X Showroom

Meimei Ding


10:15 – 10:45 (UK)

17:15 – 17:45 (CN)

Meet the Influencers (Held online)

Ran Guo

Director, Consumer Economy China, CBBC

10:45 – 11:00 (UK)

17:45 – 18:00 (CN)

Q&A Session


Speakers at the Forum:

James Hebbert Managing Director Hylink UK

James Hebbert

Managing Director Hylink UK

James has 18 years of international marketing experience. His career began at WPP’s global network and within six years from starting the Ogilvy Marketing Fellowship he was promoted from graduate trainee in London to Chief of Staff for the Global CEO Ogilvy & Mather based in New York, working across a variety of blue chip international brands such as British Airways, SAP, and Unilever. In China, James spent five years launching and marketing UK luxury brands. James sits on the judging panel for the British Fashion Council and GQ Magazine Menswear Fund, aimed at promoting the next generation of talented British designers to the China market.

Max Jiang

Xinyun (Max) Jiang

Senior Intellectual Property Officer, China Attaché Team; British Consulate-General Shanghai

Based in Shanghai, Max joined the China Attaché team of the UK Intellectual Property Office in August 2018. As Senior Intellectual Property Officer, he leads the Attaché team’s business-focused activities, briefs British stakeholders on the IP landscape in China, and provides strategic one-to-one IP advice.
Before joining the UK Intellectual Property Office, Max worked at the Department for International Trade as Senior Trade and Investment Officer for the Retail and Consumer sector.

Ying Wang


President’s Assistant of China Fashion Association and Director of China Fashion IP Protection Centre

The China Fashion IP Protection Centre, which offers IP protection to fashion brands and original designers, was jointly founded in 2019 by the CFA and the China Trademark Association (CTA). The centre hosts the China Fashion IP Conference every year and regularly publishes white papers about fashion IP protection. Aiming to promote IP protection in China’s fashion industry, the centre draws from world-wide expertise to focus on sensitive issues regarding IP protection in the fashion industry.

Simon Collins

Simon Collins

Chief Creative Officer, Design Innovation Institute Shanghai
Simon Collins is a creative advisor, keynote speaker, board member, distinguished professor, writer, former dean at Parsons in New York, and creative director at Nike in Asia. He chaired the advisory board for the global trends group, WGSN, and advised WME IMG and the CFA. Between 2016-2017, he founded the Fashion Culture Design UN conference in New York and the global design education platform Simon Collins has spoken at Cannes Lions in France and the United Nations and has been featured in Forbes, WWD, China Daily, and The New York Times. Simon’s book, The School of Fashion, was published by Assouline in 2014.

Maeve Galvin

Maeve Galvin

Global Policy and Campaigns Director at Fashion Revolution

Maeve Galvin is Global Policy and Campaigns Director at Fashion Revolution and she manages the Good Clothes, Fair Pay project on living wages in the fashion sector. She has worked on social and environmental sustainability for the past twelve years across NGOs and the UN and has previously worked at the International Labour Organisation (ILO). Maeve also managed the C&A Foundation’s worker empowerment and transparency partnerships in Bangladesh and Myanmar.

Dr. Cherie Chen  Founder of XSHOWROOM

Dr. Rong Chen 

Founder of XSHOWROOM

Dr Chen is a lecturer of luxury marketing at the Haikou University of Economics, fashion marketing management and fashion entrepreneurship at the Raffles Design Institute in Singapore, and advanced fashion design at the China Academy of Art. She has worked as Global Buying Manager at Li & Fung Group in Europe and as a consultant for the Shanghai Metersbonwe supply chain SAP system implementation project. Dr Chen started her fashion business in 2011 and founded the XSHOWROOM B2B platform. She has won numerous awards, such as the Shanghai Technology Innovation Fund for SMEs, the Special Fund for Cultural Development of Changning District, Shanghai, the Guangzhou Fashion Week New Power Platform Award, and the Shenzhen Service Fair Market Potential Award.

Meimei Ding

Meimei Ding
CEO, DFO International and DFO 360

Meimei Ding is the founder and CEO of DFO International and DFO 360. DFO has developed and executed customised strategies for fashion brands to drive market development and localisation in China since 2014.  DFO has permanent offices in Europe and Shanghai, and its services include wholesale, PR and social media, e-commerce, retail development, crossover collaborations, and financing. DFO operates one of the largest multi-label showrooms at Shanghai Fashion Week with a competitive international brand portfolio.

Ran Guo

Ran Guo
Director, Consumer Economy China, CBBC Beijing

Ran leads CBBC’s China Consumer Economy team to provide business support services to UK consumer products companies. Ran works closely with partner UK government departments and trade associations to deliver research reports, trade missions, and local showcasing events. She also organises and participates in sector trade shows around China.

Prior to joining CBBC, Ran worked in the consulting industry in Shanghai and Beijing for six years, where she developed her specialties in primary market research, company due diligence, and competition intelligence analysis. Ran has excellent research skills and a thorough understanding of the various obstacles international companies face when entering the China market.

Participating Influencers:


枣核 Faye

91,000 followers on Red (Red account: imfayee; ins account: imfayy_e)

Blogger focusing on fashion and lifestyle in the UK.



600,000+ followers across all social media platforms

Social media account that reports UK trends and developments: from social news to celebrities to fashion trends, to a young Chinese audience.


UK-China Fashion Industry Forum

18th October, 9:00am-11:00am (BST)

(Please note that this event is Free of charge)

Register here


UK-China Fashion Matchmaking session

19th & 20th October


Net payable: £400 (Excl. VAT)

Supported and subsidised by the Department for International Trade.

The project fees include:

  • Entry to the UK-China Fashion Forum.
  • Matchmaking with five Chinese buyers.
  • Omni-channel promotion on China Fashion Week's official media matrix, and CBBC's marketing channels.

Please note that registrations for the matchmaking session are now closed.

Supporting Partners: