With eight years of experience at Alibaba Group, Elise Xin Guo, currently Head of Business Expansion at Tmall Global Europe, Alibaba France, has demonstrated influential leadership in Chinese e-commerce. Her role is pivotal in facilitating the entry of European brands into the Chinese market through various cross-border business solutions offered by Tmall Global. This work underscores Elise's in-depth knowledge of market trends and consumer preferences, particularly in the beauty, fashion, Sports & Outdoors and other rapidly evolving sectors. In this workshop, Elise will share the latest trends in the Chinese cross-border market, the evolving purchasing habits of Chinese consumers regarding international brands, and specific solutions for penetrating the Chinese cross-border market.