Our company:

Logo for website_2014-11-10FEIDA Consulting is a consulting firm created in Paris in November 2014, advising business leaders on issues of strategy definition and performance improvement between China and France / Europe.

As described by our name: “FEI” meaning “fly” in Chinese and “DA” meaning “arrive”, “achieve” and “succeed“, our goal is to:

  • help French or European companies succeed in their market entry and development in China;
  • Help Chinese companies succeed in their market entry and development in France or Europe.

Our values: 

  • Customization: we integrate up front the specific needs of each company, team, and individual;
  • Pragmatism: we favor a pragmatic and very results-oriented approach;
  • Proactivity: we promise prompt and proactive actions for our customers.

Founder of the firm:

Chunyan Li_photo style 2_smallChunyan LI, born in China, a graduate from Peking University (Beida) and HEC Paris, has been living in France for now 13 years and travelling between West and East. She has accumulated over ten years of previous experience in strategy consulting, marketing / business development, and management of international projects in both countries and across varied industries (mainly at Roland Berger Paris, Alcatel-Lucent Paris and former Accor Services – now Edenred Beijing): cosmetics, retail, energy & utilities, telecom services, services, automotive and construction.

She is author of the book ‘‘Succeeding in the Chinese Market: 100 Business Leaders Reveal the Secrets of the Chinese Puzzle’’ (Eyrolles, Dec. 2014), and co-translator of ‘‘Are Humanities only about Human Beings’’ for French Universities’ Publishing House (PUF), and published by San Lian (the most famous Publishing House of Humanities in China) in Sep. 2001. She has a second book project on China in progress.

She has been interviewed by Le Figaro, Les Echos, Challenges, Xin Hua Agency, … and regularly participates in debates of France-24 and BFM Business TV/Radio. She also publishes articles about China (economy, culture, …) in Le Monde, Le Figaro, Les Echos, Challenges, La Tribune, Chine-info,She’s been conference speaker about China at different companies (Alcatel-Lucent, BCG, Mazars,…), business schools or chambers (HEC, ESSEC, Sciences Po, CCIFC, …), Franco-Chinese associations or other institutions (Business France, CDAF, Comité France-Chine, LEEM, Association of Chinese engineers in France…).

Previous experience: 

I. Consultancy projects (7 ans)

1. Cosmetics & Retail:

  • Analyzed the market and created business plan models for due diligence work on cosmetic packaging
  • Analyzed Chinese market and evaluated business potential for a big European retailer

2. Energy & Utilities: 

  • Analyzed the market and created business plan models for due diligence work on renewable energy (China)
  • Assessed the feasibility and advantages of creating a “Purchasing Center” for a large nuclear group
  • Analyzed purchasing synergies for the common suppliers of two large utility groups

3. Telecom services (Alcatel-Lucent): 

  • Participated in corporate strategic projects related to business development (Market Watch/Operators’ Strategies, Competitive Benchmarking, Differentiation, Innovation/Cloud Computing, Profit Pool, Business Transformation, Business Planning Process, India, Channel & Alliances, “Customer Wholesale”), in collaboration with leaders from regions, product/service BU, and corporate functions
  • Led a Kaizen project for the LTE commercial catalogue creation
  • Led a Lean Six Sigma (LSS) project in the LTE delivery for a big European account
  • Coordinated for the international deployment of Lean Six Sigma in the Global Customer Delivery division of the Group (Europe, America, Asia)

4. Varied sectors: 

  • Analyzed the market and created business plan models for two pieces of due diligence work on construction material in Europe
  • Analyzed the evolution of 10 industries in China, the performance and strategies of 70 Western companies (notably French) present there
  • Defined new organization processes and supervised IS implementation for a European automotive manufacturer
  • Improved the Customer Supply Chain for a large steel group

II. Marketing / Business Development (4 years)

  • Marketing Manager of Accor Services (now Edenred) belonging to Accor Group, Beijing (2 years)
  • Account Manager of a Sino-French Advertising Agency, Beijing (9 months)
  • Analysis of market / products / price / performance and sales forecasts for the International Luxury Products – Travel Retail Division of a large cosmetic group, Paris (6 months)
  • Definition and implementation of International Business Action Plans for a large European airline company, Paris (6 months)

Our « eco-system » of partners: 

We manage each project with an “Eco-Systemof partners in key sectors, mobilizing necessary resources via a wide and high-quality professional network in France / Europe and China: consultants, experts, business directors and managers, …

Partners (not exhaustive) 

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A consulting firm which delivers consulting projects in marketing, brand management and digital transformation, and conducts quantitative and qualitative ad hoc market surveys at the international level (usage and attitudes, concept testing, advertising testing, image tracking, measurement of brand performance, etc.). The company also provides training sessions for marketing, strategic and leadership teams to help them better understand consumers’ behaviour changes, the field of market analysis, and brand equity management. The company has expertise in a couple of industries such as: automotive, luxury products, cosmetics, retail, banking, insurance and food.


Valérie Jourdan – CEO

Philippe Jourdan – Associate

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