About MiDeer

Your lighthouse to China Since 2001!

Our Story

Your Lighthouse to China Since 2001！

Founded in 2001, Mideer Limited was born from a bold vision: to illuminate the path for New Zealand businesses seeking success in China. For over 25 years, we have served as the trusted lighthouse—guiding clients through the complexities of cross-border business with clarity, expertise, and unwavering commitment.

What began as a mission to build bridges between two nations has evolved into New Zealand’s premier NZ-China business consultancy. Today, we stand as the industry leader, with a proven track record of delivering exceptional results for over 100 clients across diverse sectors.

Our journey is defined by:

1. 25+ years of dedicated service to NZ-China business relations
2. 95% client retention rate—a testament to our trusted partnerships
3. 90% success rate for market entry projects
4. Projects ranging from NZ$1 million to NZ$500 million+
5. Average client relationship spanning 3+ years

At Mideer, we don’t just open doors—we illuminate the entire path to success.

Our Team

Julian Zhu | Team Leader & Founder

Investment Fund Management Expertise

Julian’s specialized investment fund management expertise has solved New Zealand businesses’ critical capital challenges. He has secured over NZ$500 million in Chinese funding for companies through government grants, strategic partnerships, market-based financing, venture capital, and private equity. This financial acumen, combined with deep knowledge of Chinese investment regulations, enables businesses to overcome capital constraints and achieve sustainable growth.

Government Relations & High-Level Connections

Through extensive China experience and New Zealand China Friendship Society leadership, Julian has cultivated long-standing relationships with senior Chinese government officials at central and provincial levels. These connections provide clients with direct access to decision-makers, policy insights, expedited approvals, and exclusive partnership opportunities—proven game-changers for navigating China’s complex regulatory environment.

Unique dual-academic background

Julian’s unique dual-academic background—EMBA from Nanjing University and Postgraduate Diploma in Business Administration from Massey University—delivers rare bicultural insights. His expertise in cross-border strategy, investment fund management, and IT system optimization enables hyper-targeted solutions that drive tangible results.

Cross-cultural communication skills and strategic partnership-building capabilities

With exceptional cross-cultural communication and partnership-building skills, Julian fortifies NZ-China connections across education, government, and corporate sectors. His demonstrated ability to accelerate impactful cross-border collaboration makes him the trusted advisor of choice for clients navigating the complex NZ-China commercial landscape.

Senior Advisory Team

Education & Trade Diplomacy Specialist
Over 20 years building education and business alliances between NZ and China. Expert in cross-border project strategy and educational pathway development.

Trade Relations & Government Affairs Expert

25+ years advancing NZ-China trade, counseling governments, and leading cultural organizations. Brings unparalleled networks and cultural insights.

Strategic Advisory Council

Our council includes senior diplomats, former government officials, and industry leaders who prefer to remain confidential. Their expertise spans diplomacy, corporate leadership, academia, law, and finance.

We serve these Government Partners

• Chinese central and provincial governments
• NZ government agencies
• Major state-owned enterprises
• Leading educational institutions
• Key trade organizations

Extended Network

Mideer collaborates with a trusted network of specialists, including international trade legal experts, cross-border investment financial advisors, China-market-focused marketing professionals, logistics and supply chain experts, and cultural/language specialists—ensuring comprehensive support for client needs.

Our Philosophy

We believe successful cross-border business requires more than market knowledge—it demands cultural understanding, strong relationships, and commitment to long-term success. We act not just as consultants, but as trusted lighthouse for our clients’ New Zealand-China business success.

Our Values

• Professionalism: We uphold the highest standards, with advice rooted in thorough research, deep market knowledge, and years of practical experience.
• Integrity: We prioritize honesty, transparency, and ethics in all dealings, always acting in clients’ best interests—even when delivering difficult messages.
• Cultural Understanding: Our team’s deep insight into both Chinese and New Zealand cultures bridges gaps and fosters successful partnerships.
• Results-Oriented: We focus on measurable outcomes, working with clients to implement strategies and achieve their business objectives.
• Long-Term Partnerships: We support clients throughout their international journey, from initial market entry to long-term growth.

Our Track Record

Key Milestones

• 2002: Played a pivotal role in resolving the Chinese student enrollment crisis, a critical matter elevated to the attention of New Zealand Prime Minister Helen Clark.
• 2003: Facilitated the successful China market entry of Good Health Products—with Julian Zhu subsequently leading the project to NZ$10 million in cumulative sales, solidifying the brand’s presence in China’s dietary supplement sector.
• 2005: Expanded service offerings to incorporate specialized cross-border investment advisory, broadening our NZ-China service portfolio to address growing client demand for cross-border capital flow support.
• 2014: Advised on landmark cross-border investment projects in Auckland, including large-scale real estate developments that became iconic additions to the city’s skyline.
• 2018: Strengthened the team with dedicated digital marketing and e-commerce specialists, enhancing our China-focused digital service capabilities to align with the rapid growth of Chinese online consumer markets.
• 2020: Rapidly adapted service frameworks to support clients in navigating COVID-19-related disruptions—securing supply chain continuity, optimizing remote collaboration, and mitigating cross-border operational risks for NZ-China businesses.
• 2024: Established a strategic partnership with the New Zealand China Friendship Society, deepening our cross-cultural network, amplifying community engagement, and expanding access to key stakeholders across both markets.

Client Statistics

1. 25+ years of dedicated service to NZ-China business relations
2. 95% client retention rate—a testament to our trusted partnerships
3. 90% success rate for market entry projects
4. Projects ranging from NZ$1 million to NZ$500 million+
5. Average client relationship spanning 3+ years

Why Choose Mideer?

1. Unmatched Experience: Over 25 years dedicated to New Zealand-China business relations, with accumulated insights to benefit clients.
2. Deep Market Knowledge: In-depth understanding of both markets, including regulatory environments, consumer behavior, cultural nuances, and business practices.
3. Strong Relationships: Extensive networks in both countries (government agencies, business associations, industry leaders) provide clients with a competitive edge.
4. Tailored Solutions: No “one-size-fits-all” approaches—we develop customized strategies for unique client needs and goals.
5. Proven Results: A track record of successful projects and satisfied clients demonstrates our ability to deliver on cross-border business objectives.

Contact Us

Whether you aim to enter the Chinese market, need investment fund, or need guidance on cross-border business, our team is ready to help.

Email: business@mideer.com

Phone： +64 9 873 1102

Follow Us: LinkedIn

Head Office:
MiDeer Limited
Level 4, QBE Building
125 Queen Street
Auckland Central 1010
New Zealand

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MiDeer – Your lighthouse to China Since 2001!