A bridge between China and Europe

FEIDA Consulting is a consulting firm created in Paris in November 2014, advising business leaders on the strategy definition and implementation, continuous performance improvement, and effectiveness of collaboration between China and France or Europe.

The creation of our company is based on such observation:

  • China has a thousand faces which can be seen from different angles. It moves forward and evolves constantly. While the West and China want to know each other better, a lack of mutual understanding still separates our two worlds.
  • Opportunities and specificities co-exist in the Chinese market. Despite some common points, cultural differences or codes impact the way of thinking, communicating, working and doing business between Chinese and Westerners.


Three pillars

Our goal

As described by our name: 飞 “FEI” meaning “fly” in Chinese and 达 "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


we integrate up front the specific needs of each client, the specificities of the market and cultural or intercultural elements;


we favor a pragmatic and very results-oriented approach;


we promise prompt and proactive actions for our clients.

Our ecosystem

  • We manage our projects with an "Eco-System" of partners in key sectors, by mobilizing necessary resources via a wide and high-quality professional network in France / Europe and China;

  • We work with other independent experts or consultants on a regular basis and can therefore form a project team with them if the client wishes.


Founder of the firm

Chunyan Li

Chunyan Li, born in China, a graduate from Peking University (Beida) and HEC Paris, has been living in France for now 17 years and traveling between East and West. She has acquired a deep understanding of interculture, and speaks Chinese, French and English fluently.

Since she founded FEIDA Consulting, she has supported clients from different sectors on consulting or training / coaching missions (list of references). She had also acquired 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’s author of the book ‘‘Succeeding in the Chinese Market: 100 Business Leaders Reveal the Secrets of the Chinese Puzzle’’ (Eyrolles, Dec. 2014), the first book of its type written in French by a Chinese business woman. She has also co-translated ‘‘Are Humanities only about Human Beings’’ for French Universities’ Publishing House (PUF); the book was published by San Lian (the most famous Publishing House of Humanities in China) in Sep. 2001. Her second book (autobiographical story) – “Cyrano, Confucius and me: a Chinese woman in Paris” (L'Archipel) – was published in Feb. 2021. Her articles about China and Sino-French business have been published in Le Monde, Le Figaro, Les Echos, Challenges, Chine-info… She was also freelance columnist for “Vue de Chine" of the French weekly newspaper La Tribune. Endowed with a great amount of intellectual curiosity, she constantly seeks to analyze and explain new topics.

She regularly participates in the TV debates or programs of France-2, France-5, France-24, Arte, BFM TV, TV5 Monde… She’s also a conference speaker about China, and her audience covers companies, schools, chambers of commerce, institutions and associations.

Previous experience: Consultancy (7 years)

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, and defined the development strategy in China 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; as well as external consulting or research firms
  • Led a Kaizen project for the LTE commercial catalogue creation
  • Led a Lean Six Sigma (LSS) project in the LTE delivery for a large 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 (mainly 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

Previous experience: Marketing and Business development (4 years)

  • Marketing Manager of Accor Services (now Edenred) belonging to Accor Group, Beijing
  • Account Manager of Parishine, a Sino-French Advertising Agency, Beijing
  • Analysis of market / products / price / performance and sales forecasts for the International Luxury Products – Travel Retail Division of L’Oréal, Paris
  • Definition and implementation of International Business Action Plans at Air France, Paris


Our partners (non-exhaustive list)

Promise Consulting is a consulting firm that conducts consulting missions in marketing, brand management, digital transformation, and pilots ad hoc market studies – both qualitative and quantitative – at the international level (use and attitudes, concept tests, advertising tests, image tracking, brand performance measurement, etc.) The company has expertise in different sectors: automotive, luxury, cosmetics, distribution, bank, insurance, food. The company is managed by Philippe Jourdan and Valérie Jourdan.

Franchina Group (Asvip Travel and Franchina Center) is a group specialized in cultural, economic and tourist activities between France and China. Its director, Jean-François Zhou, was born in China and has lived in France since 1992. Over the past 20 years, he has accumulated rich experience and resources in the tourism and business between the two countries. He is also one of the founders of the company AnselTravel, honorary president of the Chinese Association of Travel Agencies in France.

A bridge between

China and Europe