About MiDeer
MiDeer – Your Lighthouse to China Since 2001!
A structured, execution-capable NZ-China growth advisory firm guiding NZ businesses through low-risk, disciplined China market expansion – aligning strategy, regulation, culture and business execution to deliver measurable results.
EXECUTE | Proven Expertise for Low-Risk Growth
We leverage 25 years of specialized NZ-China cross-border expertise to turn your China market goals into actionable plans and low-risk growth outcomes, lighting a clear path forward for your business.
SUPPORT | Dedicated In-House China Team
We act as your dedicated in-house China team, bringing market-leading clarity, strategic direction and targeted execution to help you enter, scale and succeed in the China market.
SIMPLIFY | Tailored Solutions for Streamlined Expansion
We craft tailored end-to-end solutions that transform complex China market expansion into clear, manageable, results-predictable pathways for your business.
COVER | Full-Cycle Cross-Border Services
We cover full-cycle services from market entry, cross-border partnerships and localized marketing to equity financing, empowering you to make confident cross-border business decisions.
NAVIGATE | Trusted Long-Term NZ-China Lighthouse Partner
We stand as your trusted, 25-year NZ-China lighthouse partner, navigating the complex bilateral business landscape on your behalf and keeping your path bright throughout your cross-border growth journey.
MiDeer China Market Entry&Expansion Consulting Services:
- Phase0: Complimentary Strategic China Market Clarity Session
- Phase1: De-risked China Market Entry Strategy & Execution Blueprint
- Phase2: Market Activation & Cross-Border Business Traction
- Phase3: China-Focused Marketing & Measurable Growth
MiDeer Value-Added Service:
- Equity Financing Strategy & Readiness
Leadership
Julian Zhu
Senior Advisor | Managing Director & Founder
Fortune 500 Honorary Advisor and Senior Project Manager | $500M Fund Manager | 25+ Years NZ-US-China Cross-Border Strategist | BD, Investment, and Consulting | Delivering Tangible Outcomes
With extensive experience engaging with Fortune Global 500 company Tencent (serving as Honorary Advisor), NTT (serving as Senior Project Manager), US Fortune 500 firm Shaw Group, China Top 500 enterprise (1998) Peking University Founder Group, New Zealand’s most renowned health supplement brand Good Health Products, the Nanjing Municipal Government (China), Jiangsu Federation of Commerce (China), Nanjing University and the University of Auckland—alongside a proven track record in managing a $500 million cross-border investment fund and leading hundreds of consulting, operational and investment projects across diverse industries—Julian is a distinguished strategist boasting 25+ years of NZ-US-China cross-border business leadership and profound expertise in corporate management, business development, investment operation and market expansion across the enterprise, education, and government sectors.
He holds an EMBA and a Bachelor of Science in Chemistry from Nanjing University (one of China’s top 10 national universities), plus a Postgraduate Diploma in Business Administration from Massey University. He was honoured as “Person of the Year 2016” by the Nanjing University Business School, and currently also serves as Partner at Skychee Ventures, Director of the Jianghuai Economic Development Research Center at Nanjing University, Vice President of the New Zealand Nanjing General Chamber of Commerce, and Secretary of the New Zealand China Friendship Society Auckland Branch.
His expertise spans cross-border strategic planning, global partnership development, cross-border investment, equity financing and operational efficiency optimisation, with a proven track record in driving high-impact New Zealand-China cross-border collaboration, market entry and stakeholder engagement to deliver tangible business and institutional outcomes across the enterprise, education, and government sectors.
Diana Yao
Senior Consultant | Partner
Auckland Chamber Business Mentor and Partner | NZ-China Cross-Border Growth Consultant | 100+ NZ SME Coaching | Delivering Growth Outcomes
Diana holds a Bachelor of Finance and Accounting from the University of Auckland and is an Auckland Chamber Business Mentor and Partner.
She is a seasoned Business Growth & Leadership Consultant with extensive hands-on management expertise. She partners with professionals, entrepreneurs and senior leaders to navigate growth, complexity and strategic change.
Her leadership approach is practical, structured and rooted in real-world business challenges, empowering leaders to make confident, decisive business decisions.
With a proven track record in operational management, Diana has coached and advised 100+ local SMEs, supported multinational entrepreneurs, and driven brand expansion across hospitality, trades, technology, construction and professional services. She specialises in partnering with New Zealand businesses to execute strategy and grow across cultures.
Senior Advisors
Bede | Senior Strategic Advisor
40+ Years of Deep Expertise Spanning NZ–China Education & Trade Collaboration.
A seasoned advisor with a proven track record in providing strategic counsel for large-scale cross-border initiatives—driving impactful partnerships and seamless project execution between New Zealand and China.
Michael | Senior Strategic Advisor
40+ Years as a Trusted Authority in NZ–China Trade Engagement.
A distinguished expert with a strong background as a legal advisor and leader of New Zealand-China community organisations. He has extensive experience advising governmental bodies and facilitating landmark cross-border transactions, and uses deep insights into bilateral trade to deliver exceptional outcomes.
Extended Network
We curate a trusted network of specialists across New Zealand and China, encompassing legal & regulatory experts, market intelligence providers, logistics & supply chain specialists, sector-specific strategists, and investment & funding partners.
On an as-needed basis, we orchestrate seamless collaboration with external partners to deliver end-to-end project solutions – ensuring no detail is overlooked in driving successful outcomes.
- Legal & Regulatory Experts
- Logistics & Supply Chain Specialists
- Investment & Funding Partners
- Market Intelligence & Data Partners
- Government & Trade Bodies
Ready to discuss your NZ–China opportunity?
Book a Risk-Free Complimentary Consultation (approx. 60 minutes)