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.
With 25 years of specialized NZ-China cross-border expertise, we turn your China market goals into actionable, low-risk results.
We work like your in‑house China team, bringing clarity, strategy, and the right moves to help you enter, scale, and succeed in China through on‑the‑ground execution.
We craft tailored solutions that turn complex China market expansion into clear, manageable, results‑predictable pathways.
We work across market entry, partnerships, marketing, and equity financing – helping you navigate cross‑border decisions with confidence.
As your trusted partner with 25 years of specialized expertise, we navigate the complex NZ-China business landscape for you, illuminating your path to cross-border success.
MiDeer China Market 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
Value-Added Service:
Equity Financing Strategy & Readiness
We look forward to supporting your business to enter and expand in China.
Leadership
Julian Zhu
Senior Advisor | Managing Director
• With extensive experience engaging with Fortune Global 500 company Tencent (serving as Honorary Advisor), 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 New Zealand-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 (a Top 10 national university in China), and a Postgraduate Diploma in Business Administration from Massey University. He was honoured as the “Person of the Year 2016” by the Nanjing University Business School, and currently serves as Partner of Skychee Venture, 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, 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
• 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 extensive experience advising governmental bodies and facilitating landmark cross-border transactions, leveraging unparalleled insights into bilateral trade dynamics 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)