lyrra’s founder Featured as Guest Speaker at EU SME Centre × China-Italy Chamber of Commerce Workshop

Shares Professional Insights on KOL Strategies and Livestreaming Success for European SMEs in China

Angelina Saiyi Li, founder, publisher and CEO of LYRRA, was officially invited as a guest speaker at the workshop "Selling Through Live Streaming in China," jointly organized by the China-Italy Chamber of Commerce (CICC) and the EU SME Centre, under the European Union's COSME Programme.

Held both online and onsite in Beijing, the event attracted more than 40 European companies, brand managers, and SME executives, providing a platform for exploring how livestreaming can serve as a strategic tool for entering and growing within the Chinese market.

During her keynote session titled "Doing Live-Streaming Through the Point of View of a KOL," Angelina Saiyi Li shared her professional insights as a recognized TV hostess and online streaming Key Opinion Leader (KOL). She elaborated on how KOLs evaluate potential brand collaborations, emphasizing that exclusivity and cultural alignment are key factors influencing partnership decisions. She further discussed the strategic importance of tailoring product presentations to different livestreaming platforms and audience profiles, highlighting the need for brands to deliver customized and resonant narratives to maximize impact.

Drawing on her extensive cross-cultural media experience, Ms. Li provided European SMEs with an insider’s perspective into the decision-making dynamics of KOLs, offering concrete strategies for building effective collaborations and enhancing brand visibility in China’s highly competitive digital environment.

The event was officially promoted by the China-Italy Chamber of Commerce and the EU SME Centre across their institutional communication channels, further amplifying the contributions of all participating speakers and companies.
Angelina Saiyi Li’s participation exemplifies LYRRA’s ongoing commitment to connecting global brands with Chinese consumers through culturally intelligent strategies and narrative precision.

You can watch the whole workshop video here and the articles on the website of the China-Italy Chamber of Commerce. Article 1. Article 2

About The China-Italy Chamber of Commerce (CICC)

The China-Italy Chamber of Commerce (CICC) is the official association recognized by both the Chinese and Italian governments, dedicated to supporting Italian companies operating in China. Founded in 1991, CICC promotes bilateral economic and trade relations, offers institutional support, and provides a broad platform for networking, business development, and cultural exchange between Italy and China.

About the EU SME Centre

The EU SME Centre is an initiative funded by the European Union, established to assist European small and medium-sized enterprises (SMEs) in gaining a deeper understanding of the Chinese business environment.
Providing a range of support services including market entry advice, legal guidance, and training resources, the Centre serves as a practical platform to help European SMEs develop successful and sustainable business activities in China.

COSME (Competitiveness of Enterprises and Small and Medium-sized Enterprises)

COSMEis the European Union’s program specifically designed to support SMEs.
Launched in 2014 and running until 2027, COSME aims to enhance the competitiveness and sustainability of EU enterprises, facilitate access to finance, support internationalization, and foster entrepreneurship across the Single Market and beyond.