About MiDeer
Twenty-five years helping New Zealand businesses grow: the company decisions, the capital, the China market when it genuinely fits, and the team that runs it.
Business enquiries: [email protected]
A structured, execution-capable growth advisory firm. We help New Zealand businesses grow: get the company-level decisions right, raise capital on their own terms, enter and grow in China where it genuinely fits, and build the team that runs it. Strategy, regulation, culture and execution, aligned end to end.
Not a gateway. A lighthouse.
MiDeer was founded in 2001 by a team who saw too many NZ businesses pour money into China with no real strategy, paying for trade shows, translators and distributors without ever answering the only question that matters:"Who in China is already looking for what you have?"
That question became MiDeer's DNA. Instead of the conventional "find a distributor" approach, we built a methodology that reverses the search: identifying Chinese partners who have an unmet need that your product fills better than any local alternative.
Twenty-five years later, we've guided over 100 NZ businesses through this process, across dietary supplements, dairy, food and beverage, real estate, tourism, education, manufacturing and financial services. Today we also advise industrial, design-led and technology exporters building B2B sales in China. We've closed NZ$10M+ individual deals and built partnerships that span decades, not by matching clients to the partners they wanted, but by finding the partners who genuinely needed them.
"At MiDeer, we don't just open doors; we illuminate the path to success."
Key Milestones
Founded in Auckland
MiDeer Consulting is established with a simple premise: help NZ businesses find the China partner who genuinely needs them, not the one who merely tolerates them.
First Major Case — NZ$10M
A dietary supplement client achieves NZ$10M in China sales within two years through MiDeer's reverse-need strategy, proving the methodology works at scale.
Real Estate Landmark
Cross-border coordination for a NZ$200M+ Auckland development, connecting Chinese investor appetite with NZ delivery capability.
Industry Partnership
Strategic partnership with a major NZ industry association, opening access to networks across 500+ member organisations.
How We Work
Three principles that have guided every engagement since day one.
We also work with more than one company in a category. Each client runs on separate accounts and separate material, and we never cross-reference pricing, channel terms or contact lists.
Integrity
We give you an honest assessment from day one, including when the answer is "not yet." No buzzwords, no false promises. If we don't see a real path, we'll tell you straight.
Precision
We don't cast a wide net. Every partner search is systematically narrowed until we find the organisation whose unmet need matches your product, not just anyone who'll take a meeting.
Partnership
We don't disappear after the deal is signed. The strongest outcomes come from relationships that outlast any single transaction: we stay involved as long as you need us.
The People Behind the Lighthouse
25+ years of NZ-US-China experience, one method: find the partner who wants you most.
Every engagement is led by Julian Zhu, with the specialist work delivered by partners he brings in for that project. Robert Reid, Independent Senior Advisor, works with us on selected engagements in workforce, vocational training and cross-border workplace culture. These are people Julian has worked with over years, not names on a website: they join under the same confidentiality and conflict-of-interest terms that apply to us.
Julian Zhu
Fortune 500 Honorary Advisor · US$500M Fund Manager · 25+ Years NZ-US-China Strategist
Former Honorary Advisor to a Fortune Global 500 technology company, with senior roles at a global IT services group and a US Fortune 500 engineering firm. By our founding team, 2014 to 2024: hundreds of consulting and investment projects across enterprise, education and government, and a US$500 million cross-border investment fund. In New Zealand he serves on the National Committee of the NZ China Friendship Society, is Secretary of its Auckland Branch, and is an Official Mentor with the Auckland Business Chamber.
Since 2001: 100+ New Zealand businesses, eight industries, offices in Auckland and Nanjing.
EMBA from Nanjing University and Postgraduate Diploma from Massey University. Named "Person of the Year 2016" by Nanjing University Business School. Partner at Skychee Ventures.
Connect on LinkedIn
Robert Reid
Robert Reid has fifty years' experience in New Zealand's labour market. He was General Secretary and then President of FIRST Union (now Workers First Union), with a membership base of over 30,000 across many industries and sectors.
He has held a number of senior appointments in government and industry: board member and later chair of the combined MIT and Unitec Polytechnic boards, co-chair of the Tāmaki Makaurau Regional Skills Leadership Group, member of the Government's Welfare Expert Advisory Group, a member of the Government's Implementation Group for the Forestry and Wood Processing Transformation Plan and board member of the Forest Industry Safety Council since 2015. He holds a Graduate Diploma in Economic Development from AUT.
His connection with China goes back to 1972, when, as a student leader, he took part in the campaign for New Zealand's recognition of the People's Republic of China.
Robert has experience in
- Employment relations and collective bargaining
- Workforce planning for new employers in New Zealand
- Redundancy, restructuring and site closures
- Workplace culture, absenteeism and retention
- Vocational training and how it is funded
- Industry and workforce strategy with government
- Health and safety in high-risk industries
- New Zealand–China business culture and staff training
Robert Reid works with MiDeer Consulting as an independent contractor. He is not an employee, partner or shareholder of the firm.
Network & Affiliations
Every role held and every certification earned has extended a network spanning government, industry, academia and capital across New Zealand and China.
Current National Committee Member · NZCFS (New Zealand China Friendship Society) Secretary · NZCFS Auckland Branch Vice President · NZ Nanjing General Chamber of Commerce Deputy Director · Entrepreneurship & Investment Committee, Jiangsu Federation of Commerce Official Mentor · Auckland Business Chamber Managing Director & Founder · MiDeer Limited Past & Advisory Executive President · NBS Alumni Angel Investment Club Partner & Chief Advisor · Skychee Ventures Honorary Advisor · a Fortune Global 500 technology company Certifications CCNP · Cisco VCP5 · VMware MCITP · Microsoft Fund Practitioner · China Securities AssociationWho we work with
Ignite Growth Consulting
New Zealand business development and B2B sales support.
ignitegrowth.co.nz →Rise Growth Lab
From 2026 we are exploring a joint China export advisory for New Zealand food brands.
Read the story →Skychee Ventures
Cross-border venture capital. Our founding team helped manage its fund from 2014 to 2024.
skychee.com →100+
Clients Supported
25 yrs
Since 2001
US$500M
Funds Managed by Our Founding Team, 2014 to 2024
8 industries
Served Since 2001
References are available after the first conversation.
MiDeer Limited · NZBN 9429036725236 · Professional indemnity insurance held: NZ$1,000,000.
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