SPI - Your Partner for the Chinese Market

4,5/4,5 CM 4,5/4,5 CM 4,5/4,5 CM 4,5/4,5 CM

Sociedade Portuguesa de Inovação – www.spi.pt/; www.spieurope.eu/

SPI - Your Partner for the Chinese Market

http://www.cia.gov/cia/publications/factbook/flags/ch-flag.html

http://www.cia.gov/cia/publications/factbook/flags/ee-flag.html

Your Partner for the Chinese Market – www.spi.pt/; www.spieurope.eu/ 2

I - Introduction to SPI

II - Overview of Chinese Market

III - SPI Activities in China

IV - SPI Project Examples

V - Consultants’ Profiles






V - Consultants’ Profile



Mission Statement

SPI is dedicated to offering its clients the

most effective consulting through a variety

of services that assist clients in developing

and reinforcing regional, national and

international business activities.



1997 – Beginning of activities in Porto, Portugal;

1999 – Beginning of the internationalization process: opening of offices in The

People’s Republic of China and United States of America (Maryland);

2003 – Opening of a representative office in Irvine, California, USA;

2004 – Opening of a representative office in Lisbon, Portugal;

2006 – Opening of a representative office in Coimbra, Portugal;

2007 – First Portuguese company in Portugal certified in I&DI;

2008 – SPI became an associate member of the European Business and Innovation

Centre Network – EBN;

2008 – Opening of offices in Washington D.C. , USA and Santiago de Compostela, Spain,

and opening of SPI Ventures;

2009 – Opening of a representative office in Luanda, Angola and Madrid, Spain;

2010 – Opening of SPI China in Macao, China;

2011 – Opening of SPI Azores, Portugal.



SPI has subsidiaries in the U.S. and China, and affiliated offices strategically

located in four continents in order to support our interests and the interests of

our clients. In addition SPI has a direct representation in Brussels.



Areas of Services

Support to innovation

and knowledge

management

Support to

entrepreneurship

Support to

internationalization

Development of

strategic plans and

studies

Consulting Training

Conception, development and promotion of training programmes, including e-Learning

Assessment of training processes, including diagnosis and evaluation activities

Conception and development of training materials

Coordination of and participation in European projects in the area of training

R&D

Development and

coordination of R&D

projects

Promotion and

dissemination of

technology transfer

activities

Creation and promotion

of partnerships for

international R&D

projects



Clients & Affiliations

etc....

The World Bank European

Commission-

Education & Culture

Directorate-General

European

Commission-

Enterprise Directorate-

General

etc....

IPN –

Instituto

Pedro

UNL– Universidade

Nova de Lisboa

IPP – Instituto

Politécnico do Porto

etc....

IEFP – Direcção

Regional do Norte

API - Agência

Portuguesa

para o

Investimento

ME - Ministério da

Educação etc....



Staff

• SPI currently employs 65 full-time experienced

staff worldwide

• SPI consultants have different nationalities

and speak 12 languages, including

Portuguese, Chinese, Cantonese, English,

Spanish, French, German, Dutch, Danish,

Swedish, Norwegian, and Hungarian

• SPI consultants come from a diversity of

backgrounds, such as engineering,

management, finance, economics, ICT, law,

logistics, psychology, and biotech



China at a glance


Basic Facts

Territory: 9.6 mil. km2

Population:1,343,239,923 billion in 2012, world's most

populated country

Average population growth: 0.481 % per year

GDP: $11.29 trillion in 2011 – 3rd in the world behind the

European Union and the US

GDP per capita: $8,400 in 2011; compared to US $48,100

GDP real growth rate: 9.2% in 2011

Exports: $1.898 trillion in 2011, the 1st largest in the world

Source: CIA – The World Factbook



Difficulties & Barriers

Language and communication

Access to information and transparency of information

Different business culture (importance of “guanxi”)

Finding reliable business partners or hiring staff of international

standard

Traveling and meeting business partners without local support

Size and diversity of the country (distribution and logistics

problems)

Local trade barriers and government regulations

IPR (fake products, trademark and patent infringement)



Practical Advices

Study the market carefully and understand regional differences within

China

Set specific objectives and determine target market segments

Find reliable local partners and work closely with them (co-ads,

promotions, PR events, etc.)

Take time in negotiating and building personal relationships with

Chinese partners (e.g. frequent contacts, follow-up of meetings,

socializing)

Build a competitive advantage by selling unique, cutting-edge and

competitive (both in price & quality) products

Increase market presence gradually (e.g. opening representative

office) and build a sound brand image by participating in local trade

fairs

Observe market developments and quickly respond to the changes




SPI China has as its mission the offering of high quality consulting

services to establish or increase the effectiveness of international

activities and improve the overall competitiveness of:

European companies that want to enter or sustain their

presence in the Chinese market

Chinese companies that want to approach the US and the

EU markets

Chinese government agencies and other organizations that

want to develop their links with American and European

counterparts

International donor organisations supporting Chinese

development programs

Mission and Objectives



SPI started its activities in China from 1999,

offering consulting services to SPI China’s

clients, conducting EU projects in China

and providing market-entry services to

clients interested in developing business in

China.

Mr. Deng Xiaojun is SPI’s chief

representative officer in China. Mr. Xiaojun

is responsible for the activities within the

Beijing office, interacting on a daily basis

with the offices in Porto and Lisbon.

Beijing Representative Office



With an office in Beijing SPI can add value to your business and help

optimize your investments through the following services:

Conducting different types of studies ( market, business and

investment opportunities, etc)

Identifying potential clients, partners or suppliers and fully

support the process of import, export, investment and Joint

Ventures in China

Preparing, accompanying and following up visits, missions, or

participation in trade fairs

Developing promotional materials in Chinese adapted to specific

market characteristics

Supporting for legal formalities related to the setting up of a

company or a representative office, as well as hiring staff

Establishing contacts with local government authorities,

industrial parks, S&T entities, investment agencies, etc.

Promoting partnerships for participation in international R&D

and innovation projects

Service Offerings



Key Partners

Tsinghua

University

Torch High Technology

Industrial Development

Center

Chinese Academy

of Science

Haidian Science

Park Accelet Cooperation

International Technology

Transfer Center, Tsinghua

University European Union

Chamber of

Commerce in China

Zhejiang University

DPARK Foreign-related

Economic, Innovative &

Culture Park EU SME Centre

International Technology

Transfer Network

EU Project Innovation

Centre （Chengdu）


Agreement with Haidian Science Park

On January 31st 2007, SPI signed a cooperation agreement with Haidian

Science Park (HSP) in the areas of Science & Technology and Education.

The signing ceremony was held in the People’s Palace in Beijing with the

presence of the Chinese Prime Minister Wen Jiabao and the Portuguese Prime

Minister José Sócrates.



Agreement with Coway International TechTrans Co., Ltd.


SPI signed a cooperation agreement with Coway International TechTrans Co., Ltd.

(Coway) in June 2010, to explore possible business opportunities of mutual interest

regarding collaborations in the area of Internationalization Services.

Coway is the leading technology transfer and commercialization services provider in

China, which was established by the initiative of Tsinghua University in 2002 and is

responsible for business activities and operations of the International Technology

Transfer Center (ITTC) of Tsinghua University.


Agreement with DPARK Foreign-related Economic,

Innovative & Culture Park


In October 2011, SPI signed a cooperation

agreement with DPARK Foreign-related

Economic, Innovative & Culture Park (Dpark),

to explore business opportunities of mutual

interest, especially in providing joint services to

Portuguese companies that want to

establish/expand its presence in China.

Dpark is a new bilateral investment tool

exclusively reserved for collaborations between

European and Chinese SMEI, which was

created by the Shanghai government in 2010

as the first Sino-French park.


Agenda







Activities:

Obtain a full understanding of the client and its

business objectives in China;

Identification of Chinese producers for 3 chemical

substances;

Prepare the meetings between the client and the

potential partners previously identified by the client;

Organize and accompany the client’s mission in China

to visit the potential partners;

Select suitable partners from those met by the client in

China.

Client: Spanish private company

Approach to Chinese Chemical Suppliers

Support the client in approaching Chinese chemical suppliers



Activities:

Collect the client’s background information;

Assess the credibility and market position of the

identified Chinese company;

Support the client’s visit to the identified Chinese

company;

Develop an assessment report.

Client: Spanish private company (Vaccine industry)

Approach Strategy to a Target Chinese Company

Support the client in evaluating identified Chinese companies for further

collaboration



Activities:

Obtained a full understanding of the client’s business strategy for

the China market;

Conducted an industry and competitor assessment;

Reviewed established distribution networks;

Provided ongoing China Market Monitoring support;

Recruited and host a China marketing & sales representative.


Approach Strategy to Fruit Juice Market in China

Client: Portuguese private company

Support the client’s goals for the China market through conducting a

tailored market study, and providing ongoing market support


Activities:

Obtained a full understanding of the company’s business and

cooperation intension.

Identified potential Chinese partners and clients in Hong Kong and

Beijing and made the first contacts.

Prepared the meetings between the company and the potential

Chinese partners and clients.

Organized and accompanied the company’s mission in China to

visit the potential partners and clients.


Approach Strategy to Chinese Energy Solution Market


Support the company in approaching the Chinese energy solution market


Activities:

Obtain a full understanding of the client’s business and

requirements;

Analyze Chinese legal regulations and potential competitors in

regard to the client’s products in China;

Identify potential Chinese partners and make the first contacts;

Prepare the meetings between the client and the potential

partners;

Organize and accompany the client’s mission in China to visit the

potential partners;

Select suitable partners from those met by the client in China;

Support the client in the sales of its products in China.


Approach Strategy to Chinese Medicine Distributors

Client: Portuguese pharmaceutical company

Support the client in finding Chinese partners to license and distribute its

medicines in China



Approach Strategy to Chinese Electrical

Equipment Suppliers

Support the client in evaluating and negotiating partnerships with

potential Chinese suppliers

Activities:

Obtain a full understanding of the client’s business and import

requirements

Identify potential Chinese suppliers and make the first

contacts

Assess the credibility and market position of the potential

Chinese partner

Assist the client in the visit and preliminary negotiation with

the potential Chinese partner and in a short visit to other two

potential suppliers in China

Analyze Chinese export regulations related with electrical

equipments

Client: Portuguese Private Company


Activities:

Collect the client’s background and its product information;

Examine the Chinese legal framework with regard to ceramic tiles

imports;

Identify potential Chinese partners and carry out initial contacts for

future collaboration;

Prepare a profile of potential Chinese partners who have

expressed interest in further contact;

Arrange a mission to China, allowing the client to personally

contact potential Chinese partners


Approach Strategy for the Chinese Ceramic Market


Support the university in recruiting students from China (Undergraduate,

Masters or PhD)


Activities:

Obtain a full understanding of the university’s course programmes

and recruitment requirements;

Identify Chinese agencies or universities that support Chinese

students in going abroad and make the first contacts;

Prepare a profile of the potential partners showing interest in

developing further contacts;

Organize a mission to China, and provide support in the meetings

with the potential Chinese partners;

Identify other collaboration opportunities with Chinese universities

(research, etc.);

Select suitable partners from those met in China;

Support the student recruitment process in China.


Approach Strategy to the Chinese University System

Client: Portuguese university

Support the university in recruiting students from China (Undergraduate,

Masters or PhD)


Activities:

Obtain a full understanding of its products

Analyze Chinese legal regulations and potential

competitors in regard to the products

Identify potential Chinese partners and make the

first contacts

Prepare for and organize a mission to China,

supporting the company in the meetings with the

potential Chinese partners

Select suitable partners in China

Support the sales of its products in China


Shoe Industry Software in China

Support the promotion and commercialization of Shoe Industry Software

products in China



Support the promotion and commercialization of cork products in China

Activities:

Identify Chinese cork stoppers buyers and

establish the first contact for future cooperation

Organize a visit to China, allowing the

Portuguese company to contact directly the

potential Chinese buyers

Provide support and accompany the Portuguese

company to the meetings with potential Chinese

buyers


Cork Products in China


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Activities:

Identify Chinese textile buyers and establish the

first contact for future cooperation

Organize a visit to China, allowing the

Portuguese company to contact directly the


Provide support and accompany to the

Portuguese company to the meetings with



Textile Products in China


Support the promotion and commercialization of textile products in China

Your Partner for the Chinese Market – www.spi.pt/; www.spieurope.eu/

Activities:

Define the new venture’s mission and objectives

Assess the potential economic risks and define the

new venture’s cost structure and revenue base

Define the new venture’s shareholder structure and

its management and personnel requirements

Define and prioritize the new venture’s activities;

Define the new venture’s business plan and

implementation timeline

Recruit and train personnel

Create the new venture and initiate business

activities

Assessment of Business Opportunities in China

Client: Portuguese wine producer

Assess the feasibility of setting-up a new venture in China and develop

the initial steps for its implementation


35


Activities:

Collect background information;

Assess the credibility and market position of the

Chinese partner, as well as their common distribution

and network of partners in China;

Identify and contact other potential Chinese potential

partners;

Organize a mission to China for meetings with the

Chinese partner and other potential partners;

Develop an assessment report;

Support the sales of the client’s products in China

Assessment of a Potential Chinese Partner

Client: Portuguese wine producer

Support the client in evaluating a potential Chinese partner, negotiating

partnership with this partner, and establishing contacts with other

potential Chinese clients


36


Approach Strategy to Chinese Furniture Market

Support the client to approach the Chinese furniture market

Activities:

Collect the client’s background and its product

information;

Examine the Chinese legal framework with

regard to furniture imports;

Identify potential Chinese partners and carry out

initial contacts for future collaboration;

Prepare a profile of potential Chinese partners

who have expressed interest in further contact;

Arrange a mission to China, allowing the client to

personally contact potential Chinese partners




Activities:

Obtain a full understanding of the Portuguese

business school’s interests and requirements

Identify leading Chinese universities (business

schools) and companies in different sectors and

prepare the study trip

Organize the study trip to China


MBA Study Trip to China

Client: Portuguese business school

Support a Portuguese business school and its MBA students in

understanding China’s business realities and culture.


Activities:

Collect background information on a group

of Chinese companies

Establish contact with the Chinese

companies

Prepare for the meetings with API

Assist and accompany API to all the

meetings with the Chinese companies


Approach to Potential Chinese Investors

Client: API (Agência Portuguesa para o Investimento)

Support in the preparation and follow-up of a round of meetings with

Chinese companies, potentially interested in investing in Portugal


Activities:

Obtained a full understanding of the client’s requirements on the

potential suppliers and research partners;

Identified European component suppliers for the client’s product,

as well as universities and institutions with strong R&D

background as research partners;

Prepared the meetings between the client and the component

suppliers and research partners;

Organized and accompanied the client’s mission to Europe and

visited the component suppliers and research partners;

Selected suitable component suppliers and research partners

from those met by the client in Europe.


Approach Strategy to European Suppliers and

Research Partners

Client: Chinese private company

Support the client in approaching European component suppliers and

research partners


Activities:

Obtained a full understanding of the company’s product and

requirements

Assessed and prioritized target regions/countries

Analyzed legal requirements for selling medical devices in the

prioritized regions/countries

Analyzed medical device reimbursement policy in the prioritized

regions/countries

Identified and selected potential sales channels in the prioritized

regions/countries

Consolidated the comprehensive market entry strategy


Approach Strategy to the European Medical Device

Market


Support the company in approaching the European medical device

market in Europe


Activities:

Obtain a full understanding of the company’s business and

requirements

Identify potential Portuguese and Spanish corporate apparel

clients and make the first contacts

Prepare the meetings between the company and the potential

clients

Organize and accompany the company’s mission in Portugal and

Spain to visit the potential corporate apparel clients

Support the company in follow-up with the selected corporate

apparel clients from those met

Support the company in the sales of its products in Portugal and

Spain


Approach strategy to corporate apparel clients


Support the company in approaching corporate apparel clients in

Portugal and Spain


Activities:

Assess the Portuguese market and identify potential

partners

Define a marketing strategy for the product in Portugal

Select and support prioritizing the group of partners

Organize meetings with the selected partners interested in

collaborating with the company in Portugal

Promote the company and its product in the Portuguese

media


MARKETING OF AN E-LEARNING PLATFORM IN PORTUGAL

Support the company in marketing its product in Portugal



Activities:

Identify potential Brazilian partners;

Prepare the meetings with the potential Brazilian partners;

Organize and assist in meetings with the potential

Brazilian partners.


Approach Strategy for the Brazilian Market

Support the company in marketing its product in Brazil



CHINAACCESS4EU

Supporting the EU access to Chinese research & innovation programmes

Activities:

Identify and map access opportunities for European

researchers in Chinese research and innovation

programmes

Disseminate the results to European research organizations

and multipliers

Monitor the participation of researchers from the EU in

Chinese programmes

Provide feedback and recommendations to the EC

Develop and implement the detailed project management

structure

Client: European Commission (DG Trade) European Commission



Feasibility Study - European SME Centre in China

Feasibility study on the setting-up of a European Centre in China for

European small and medium sized enterprises and other activities

Activities:

Identify potential Centre activities and analyze them

with respect to existing programmes/services

Primary data collection

Development of initial Centre design

Validation of initial design in seminars

Provision of feasibility study

Client: European Commission (DG Trade) European Commission




Chinese Health Care Sector Report and Three

Relevant Case Studies

Conduct research and provide the Centre a Chinese healthcare

sector report and three relevant case studies.

Activities:

Obtain a full understanding of the Centre’s requirements

regarding the health care sector report and three case

studies.

The sector report provides an overview of the health

care sector in China.

The case studies highlight the experiences of EU SMEs

in the healthcare sector in China.

Develop the healthcare sector report and three case

studies.

Finalize the healthcare sector report and three case

studies.

Client: EU SME Center (China)



Activities:

Identified cold chain stakeholders in the Guangdong

and Sichuan provinces

Provided logistical and translation support during a

three week mission.

Provided follow-up interactions with high potential cold

chain candidates

China Cold Chain Infrastructure Improvement

Program– USTDA Definitional Mission

Client: USTDA

Provide in-country support for U.S. experts over a period of three weeks.


Activities:

Project Workshop in Portugal

R&D Platform Communication Structure

Support to the Establishment of R&D Cross-

border Collaborations

Portuguese Delegation Mission and International

Workshop in China

Cross-border Agro-Food R&D Platform Strategy


ChinaAgroPlat (http://www.spi.pt/chinaagroplat)

Client: Programa Operacional Ciência e Inovação 2010

Support the Development of a Cross-border Agro-Food Processing S&T

Platform between Portugal and China

http://www.spi.pt/chinaagroplat


Activities:

Analyze policies and standards currently in place

for agro-food fruit and vegetables processing

Establish interest between EU and Chinese agro-

food networks through regional workshops

Develop a cross-border agro-food platform

promoting new S&T partnerships

Disseminate and promote the cross-border agro-

food platform strategy


ChinaParts (http://www.spi.pt/chinaparts)

Support the Development of a Cross-border Agro-Food Processing S&T

Platform between Europe and China

European Commission Client: European Commission

http://www.spi.pt/chinaparts


Activities:

Survey leading relevant Chinese stakeholders from a

Ministry, institution and industry perspective

Develop an understanding of the Chinese Science &

Technology realities as they pertain to the frontiers of

research

Develop a strategic path forward to greater cross-border

collaborations in support of research activities truly

addressing the frontiers of research

Disseminate project results


ChinaFrontier (http://www.spi.pt/chinafrontier)

Client: European Commission

Research China’s Science & Technology realities as they pertain to the

frontiers of research

European Commission

http://www.spi.pt/chinafrontier


Activities:

Study and analysis of China's policies, support structures

and training programmes in the Innovation and S&T areas

Assessment of measures and initiatives that encourage

innovation in China and their compatibility with those of

Europe

Promotion of international co-operation, including a

seminar within the European Community to promote co-

operations between European Community members and

key contacts from China

Disseminate project results


InnoChina (http://www.spi.pt/documents/studies/InnoChina-study.pdf)

Foster international collaborations in innovative S&T research between

China and the Member States of the European Union

European Commission

Client: European Commission

http://www.spi.pt/documents/studies/InnoChina-study.pdf




Activities:

Analysis of the economic opportunities;

Identification of dominant industrial sectors and strategy

definition accordingly.

Identification of the most relevant economic sectors and

development of the business incubator strategy with a

focus on fostering the economic development of the

region.


MacauTech

Feasibility study for the establishment of a business incubator in Macao

Client: Confidential (People’s Republic of China)

http://www.cia.gov/cia/publications/factbook/flags/ch-flag.html


Topics:

Business Opportunities in Europe for Chinese

High Tech SMEs

US Market Opportunities

National Funding Program for SMEs

International Cooperation of Haidian Science Park

Opportunities within the European Commission’s

Framework Programme 7


Seminar - Innovation and Internationalization for

Chinese SMEs (Beijing, Jun. 20th 2006)

Partner: Haidian Science Park

Strengthen the capabilities of innovation and internationalization and

create collaborative opportunities for SMEs in Haidian Science Park


Prof. Medina is an experienced consultant and academic. He has directed

numerous private and public sector projects, and has special interest in

business development, promotion of innovation, international development,

creation of strategic partnerships, technology transfer and human relation

issues.

Professor Medina has directed all of SPI’s work since its inception in 1996.

This work includes research and development, innovation, training, e-

business and entrepreneurial projects in Portugal and Western Europe, as

well as in Asia, Africa, the USA and South America.

Professor Medina received his doctorate in Chemical Engineering from the

University of Birmingham, UK in 1976. In addition to his commercial

experience, he has extensive academic experience and is currently

Professor of Chemical Engineering at the University of Porto, Portugal. He

is also an Honorary Doctor at the Moscow State Academy of Applied

Biotechnology, Russia, has received ICEF Achievement Award in Industrial

and Academic Food Engineering in 1997 and was awarded the Chevalier

de l’Ordre National du Mérite from the President of the French Republic in

1995.

Prof. Augusto Medina


Mr. Mira Amaral is a Member of the Board of SPI. He is an experienced

politician, academic and business person.

Mr. Amaral is a former Portuguese Minister of Labour and Social Security

(1985-1987) and Minister of the Industry and Energy (1987-1995). He has

extensive financial experience, including as CEO and Vice-President of

Caixa Geral de Depósitos, CEO of Banco de Fomento of Angola, CEO of

Banco de Fomento of Mozambique and Member of the Board of Banco

Português de Investimento.

Mr. Amaral is currently a Full Professor of Industrial Economics at the

Technical University of Lisbon and has previously been the Chairman of

Nova Forum Executive Training Institute. He has also been a Member of

the Board of a number of private sector organizations, such as CIMPOR -

Cimentos de Portugal SGPS, UNICER - União Cervejeira, ATLANTIS -

Cristais de Alcobaça, REPSOL Portugal and TVTEL - Grande Porto.

Mr. Luís Mira Amaral


Dr. Sara Medina

Dr. Sara Medina is a Member of the Board of SPI, having advised many private

sector and public sector clients in a range of industries. Previous to SPI, she

worked for two years with Accenture in the consulting area, where she developed

marketing and industrial strategies for a number of distribution and manufacturing

companies.

Dr. Medina is currently responsible for managing SPI’s activities and services in

China, aiming at increasing SPI’s business and presence in the market. Dr.

Medina represented in 2006, SPI on the mission of the President of Portugal to

the People’s Republic of China. The mission included visits to Beijing, Shanghai

and Macao and provided SPI excellent opportunities to further develop contacts

and explore opportunities of collaboration with Chinese companies.

Dr. Medina has a Bachelors degree in Food Engineering from the College of

Biotechnology in Portugal, an European Masters degree in Food Studies from 5

major European Universities and a Ph.D. degree in Food and Resource

Economics from the University of Florida, USA.

Dr. Medina is a Member of the Board of the Portuguese Association of Business

Angels and recently concluded the courses “Full Spectrum Innovation: Driving

Organic Growth Opportunities” from the University of Wharton and “Leadership

for the 21st Century” from the University of Harvard.


Mr. Xiaojun is SPI’s Chief Representative Officer in Beijing. Mr.

Xiaojun is responsible for the activities within the Beijing SPI office,

interacting on a daily basis with the offices in Porto and Lisbon.

He has a degree in Electronic Engineering from the Beijing

Transportation & Communication University and has an MBA from

the School of Economics & Management of the Tsinghua University

in Beijing.

Before joining SPI, he worked for several IT companies in China. He

acquired significant expertise in leading consultant teams, providing

IT project management, formulating business development

strategies. Mr. Xiaojun has also developed long-term relationships

with universities, institutes, government officials and senior

executive level clients in several industries. In addition Mr. Xiaojun

has a long experience in implementing projects throughout China.

Mr. Deng Xiaojun


Mr. João Medina is a consultant for SPI (Sociedade Portuguesa de

Inovação), having developed numerous projects in different countries

either for private sector companies, public sector institutions or

international institutions, like the European Commission or the World

Bank. These projects cover a wide range of areas and include feasibility

studies, innovation strategies, infrastructure implementation strategies,

business incubation and private sector development studies and

strategies.

Apart from SPI, Mr. João Medina also worked for six months at

BioReliance Corporation, a pharmaceutical company, in Washington DC,

USA where he developed different kinds of studies on market strategies

and impacts analysis.

Mr. Medina has a degree in Industrial Engineering from the Engineering

Faculty of the University of Porto (five years diploma), and a MSc degree

in Urban and Environmental Planning in the same institution. Mr. Medina

developed his Thesis on Regional Innovation Strategies, an area on

which he published some papers and presented at various Portuguese

and international conferences.

Mr. João Medina


Ms. Cindy Wu is a consultant at SPI with expertise in international

marketing strategy and project financial analysis. She has

supported several public and private clients in the process of

internationalization, namely to the Chinese market.

Prior to joining SPI Ms. Wu worked for Canon Europe in

Amsterdam at the European Sales Management department,

where she supported channel sales planning and strategy

implementation in 13 European countries and gained in-depth

knowledge of the consumer electronics industry. She has also

acquired experience in the telecom and IT sector during her work

placement at T-Systems Berlin of Deutsche Telekom, where she

conducted a market analysis of the Chinese telecom market and

developed a business plan for the introduction of a wireless

solution system in the international market.

Ms. Wu has a Bachelor degree with distinction in Economics from

Limburg Business School, the Netherlands. In addition she

completed an exchange study at Berlin School of Economics,

Germany and attended Dutch Studies at University of Leiden, the

Netherlands.

Ms. Cindy Wu


Mr. Miguel Taborda is a consultant focused on international markets, having

advised numerous private sector and public sector clients in a range of

industries, assisting Portuguese companies to create international

partnerships. Mr. Taborda assists Portuguese companies interested in

initiating or strengthening international activities and to establish a presence

in foreign markets (China and United States).

Mr. Taborda is currently part of the management team responsible for SPI’s

activities and services in China, providing significant input into developing

SPI’s business and presence in the market. He is part of the SPI team

currently researching on China’s science & technology realities as they

pertain to the frontiers of research.

Mr. Taborda has a Bachelors degree in International Relations from

Universidade Autónoma de Lisboa in Portugal and a Post-graduate degree in

SME management at the Institute for Finance and Tax Studies in Porto,

Portugal. Apart from his academic background, where he worked with

Association Internationale des Etudiants en Sciences Economiques et

Commerciales (AIESEC) in international student exchange, Miguel has

experience in the IT sector, where he conducted market research and

developed new business opportunities for a Portuguese IT company.

Mr. Miguel Taborda


Ms. Kaitlin Dong is a consultant at SPI Beijing Office, with experience

in 3E (Energy, Environment, Economy) research and consulting.

Before joining SPI, Ms. Kaitlin Dong had worked as a member of a

consulting team in Renmin University for two years. During that time,

she participated in several projects of international organizations,

supporting project design and assessment and offering policy

recommendations to the government, and gained knowledge of

project management and consulting industry. In addition, she has

accumulated rich understanding and experience in environment and

energy sector in China when she worked as a intern in Energy

Research Institute of National Development and Reform Commission,

China.

Ms. Dong has a Bachelors degree in Water Supply & Waste Water

Engineering from Tsinghua University, China, and a Master degree in

Environment Economics from Renmin University of China.

Ms. Kaitlin Dong


Ms. Lúcia Jin

Ms. Lúcia Jin is a consultant at SPI and performs tasks of

identifying opportunities and supporting the internationalization of

different companies in the Central Region of Portugal.

Prior to SPI, Ms. Lúcia Jin worked as a financial auditor at

PricewaterhouseCoopers, where she performed financial auditing

and assurance services for industrial companies.

Ms. Lúcia Jin also worked in an industrial company which

produces machinery and equipment for the food industry. She

obtained skills in the areas of management, stock controls,

negotiation and planning for national and international purchase.

Ms. Lúcia Jin has a degree in Economics from Faculty of

Economics, University of Coimbra, where she has participated in

different academic work and competitions on issues of Economics

and Management.


Ms. Kai Zhang

Ms. Kai Zhang is a consultant at SPI and performs tasks related to

international markets and projects related to innovation and

development.

Prior to SPI, Ms. Kai Zhang has had experience in both the US and

China. In the US. She worked for Weigle Information Commons, an

innovative technology department at the main library of University of

Pennsylvania, interned at National Committee on US-China Relations

in New York City, and worked for the recruiting campaigned for a non-

profit organization, Teach for China; In China, Ms. Kai Zhang, worked

part-time at Shanghai Media Group (SMG) as a program producer,

where she produced a short daily program for one of the biggest TV

station, Dragon TV, in Shanghai that has audience all over the world.

Ms. Kai Zhang has a Bachelors degree in English Language and

Literature from the English College of Shanghai International Studies

University, China, a Master of Science degree in Education in the field

of Intercultural Communication from University of Pennsylvania, USA.

Apart from the cross-disciplinary academic work, she joined and

operated a number of student organizations and participated in a wide

range of professional and cultural activities.


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SPI - Your Partner for the Chinese Market

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