Ritt Bjerregaard, who was personally appointed as Denmark's Ambassador-at-Large for Trade and Investment with China by the Prime Minister of Denmark, has begun work in her new capacity. Chairman Nils Foss welcomes Ritt Bjerregaard with these words:

Online shopping is booming in China within both B2C and B2B, and in several segments online sales have already surpassed traditional retail. However, the new opportunities are completely missed by most foreign brands.

Internet sale in China is a thriving market, but what is the DNA of the Chinese internet shopper? How can Western companies appeal to this demanding audience and seize the opportunities that are present in the market?

The article relates Flügger's online sales experience in China and the company's own e-business strategy that involves generating revenue through their actual shops, with the help of so-called "group buying," rather than through setting up ordinary web shops.

China's continuing growth and rising consumer market offer great opportunities for Danish companies. Many large Danish companies are already operating in China, and SMEs are next in line.

The Scandinavian industrial park NIP in Ningbo, Zhejiang province, is introducing a SME initiative called Nordic Portal.

Three major events in Beijing, Shanghai and Hong Kong in early summer 2011 presented one of the biggest joint public/private Danish initiatives aimed at stimulating Chinese investors' interest in Denmark.