Chunyan Li

FEIDA Consulting is a consulting firm founded in Paris in November 2014, advising business leaders on strategy definition and implementation, continuous performance improvement, and effective collaboration in international business environments. Examples of projects (partly): 1️⃣ Consultancy & project management: • Managed an international project and the project team (~20 experienced professionals) on LAN products between Orange Business Services and Huawei • Managed the partnership between a large Chinese group and a French company in the sports industry • Defined and implemented the communication strategy on Chinese social media for the launch of Klorane, hair care product line of Pierre Fabre group in China • Managed a consulting project related to the market analysis and development strategy in China for a French luxury player • Defined and implemented the marketing & communication strategy vis-a-vis Chinese tourists for a famous castle in the Loire Valley, in France • Conducted the market study on childhood education in China, defined the development and partnership strategy for Nathan, French leader in education and publications for children and youth 2️⃣ High-end business projects: • Design and implement tailored business programs or events for high-level business delegations, whether Chinese, French, or Western 3️⃣ Training & Coaching: • Coached the former CEO of Club Med China on the Chinese market • Provided intercultural training to: a member of the Michelin Group's Executive Committee; the former CEO and directors of Thales China; managers or directors from Alibaba Europe, IKKS, L’Oréal, Louvre Hotels Group, Safran, Sanofi, SES-Imagotag, etc.; ~100 Chinese employees of Airbus; HEC Paris Executive Education program and Icam Lille • Delivered training on the Chinese digital market for LVMH Moët Hennessy, Orange, Grenoble School of Management • Provided training about presentation, public speaking, and negotiation skills to the China Mobile Europe team

1️⃣ "Allez Xin!" Project – Chinese and Western Social Media Presence: Creation and sharing of digital content—including videos—in my free time on Chinese social media, aimed at promoting French—and later European—culture, tourism, and the art of living in depth. • Without using paid advertising, my public accounts on WeChat and Xiaohongshu (Little Red Book) have nearly 20,000 followers to date—a number that continues to grow. Some of my videos have attracted significant traffic. • These videos are currently being adapted into French or English and shared on Western social media platforms. 2️⃣ Personal Account – Western Social Media Presence: Creation and sharing of digital content in French and English, analysing a wide range of topics, including economics, culture, society, cross-cultural dynamics, and sometimes geopolitics, with a focus on China, France, and the broader Western world. • With my first 30 short videos, I've built an audience of more than 16,000 followers across Instagram and TikTok through organic growth. • Additional content is currently in development for publication across Western social media platforms.

• First book: "Réussir sur le marché chinois" ("Succeeding in the Chinese Market") (Eyrolles, Dec. 2014) • Second book: "Cyrano, Confucius et moi : une Chinoise à Paris" ("Cyrano, Confucius and Me: A Chinese Woman in Paris") (L'Archipel, Feb. 2021) • Third book: Chinese edition of my second book (self-translated), published in China: "西哈诺、孔子与我" (Shanghai Educational Publishing House, March 2024) • Freelance writer for the international edition of a major Chinese journal, covering topics related to culture, fashion, and cosmetics

Freelance Columnist in charge of "Vue de Chine", about innovation in China

• Analyzed purchasing synergies for the merger of two large European utility groups • Analyzed the market and created business plan models for three pieces of due diligence work on construction material (France/Europe) and on renewable energy (China) • Evaluated the brand repositioning strategy in Chinese market for a big European retailer • Defined new organization processes and IS and supervised the implementation for a European automotive manufacturer • Participated in the creation and development of "China Desk" in Paris • Participated in various commercial proposals (transportation, aerospace, finance…)

• Reported directly to China General Manager and Sales Director, promoted business prospecting to target HR/Finance managers of French companies, and improved business portfolio and customer services to meet specific requirements of Key Accounts • Launched and implemented Marketing-Communication projects, in coordination with the Sales team: Sales Kit, Direct Marketing (B2B & B2C), promotional events, advertising, website construction, client database management • Assistance in the development of partnerships with banks and tourism groups • Maintained the relationship with the French Chamber of Commerce and Industry in China (CCIFC)