Our Team

Our CEO

Matthieu David

Matthieu was educated at ESSEC Business School, where he first encountered the ideas behind Daxue’s innovative model, and it was at the prestigious Peking University that he found a way to apply them to China. With great experience in finance and consulting, he has provided services in China to over 100 clients, and has been widely quoted in media outlets including Financial Times, the Wall Street Journal, Reuters, Yahoo Finance, Forbes, Technode, TechinAsia, Israeli press and Peking University Press, as well as on BFM Radio.

Our consultants

Yuwan Hu | Associate Director

Yuwan graduated from University of Bourgogne and INSEEC and has been working in the market research field for 7 years, both in France and in China. She joined Daxue Consulting in 2015 and has completed various projects in different sectors, such as cosmetics, education, printing, and F&B. Fluent in English, Mandarin and French, she has developed a profound insight into the operations of foreign companies in China

Thibaud André | Senior Consultant

Over his 6 years spent in China working at Daxue Consulting, Thibaud has been providing market analysis and adapting market research methodologies to the Chinese market. He previously worked for 4 years in France, working in the field of marketing and within marketing research firm Nielsen. Thibaud has been collecting experiences supporting market entry of B2C, B2B and public institutions in China and his expertise has been quoted in The Wall Street Journal, Forbes, China Daily, South China Morning Post and more.

Min Chun | Senior Consultant

Min Chun studied in the States at the University of Illinois at Urbana-Champaign as well as at the International College of Hotel Management (ICHM) in Adelaide in Australia. He’s had six years working experience previous to joining Daxue Consulting in Japan, Korea, Hong Kong and China

Remi Blanchard | Senior Consultant

Remi is a brand strategist and marketing consultant with solid experience on the European and Chinese markets. After working for the international marketing department of major fashion and jewelry brands in Paris, he has decided to embrace new challenges in China where he has been living for the last 7 years. He has since then been sharing his expertise in terms of marketing strategy – in particular in communication and branding strategy – with SMEs and established groups within the luxury, beauty, fashion, hospitality and F&B industries. He is regularly quoted in recognized global media such as Vogue Business, WWD, The Business Of Fashion and South China Morning Post.

Steffi Noel | Senior Consultant

Steffi studied marketing and branding at CELSA and the communications school of La Sorbonne in Paris, and has been living in Shanghai since 2018. She has strong experience in go-to-market strategies, strategic social listening as well as the Chinese e-commerce and social media ecosystems. With over 10 projects in the fashion and beauty industries, she has built a solid understanding on these topics for the whole Asian market.

Lodewijk Tjioe | Senior Consultant

Lodewijk obtained his bachelor's from Leiden University, including a one-year study at Peking University, and his master's from Renmin University of China. Fluent in Dutch, English and Mandarin, and having gained experience in the tech sector as well as in consulting, he joined daxue consulting in 2020. Since then he has led projects in various industries, including tech, F&B, pharmaceutical and others.

Mike Vinkenborg | Senior Consultant

Mike obtained his bachelor’s from the Free University of Amsterdam and his master’s from the Rotterdam School of Management, including an exchange to Shanghai’s Tongji University. Following a position at a pan-Asian consultancy, he joined Daxue Consulting since February 2017 and has led over 20 projects, including multiple projects in F&B, luxury, advertising, and others.

Xiaonan Hua | Senior Consultant

Xiaonan HUA awarded bi-master degrees in Engineering University Polytech’Lille in France and NAU in China. She joined Daxue Consulting for over 4 years and has been working on various projects in different industries, including E-commerce, finance, FMCG, automobile, education, fashion and luxury. Fluent in English, French and Mandarin, she has developed a profound insight into the Chinese market.

Li Lu | Senior Consultant

Lu graduated from EM Strasbourg Business School. She majored in Finance and previously worked as an Equity analyst for 2 years. Lu has been working on research projects in various industries and target companies, including airlines, manufacturing, consumer goods, TMT and new energy vehicles. She joined Daxue Consulting in 2018.

Zhe Tao | Senior Consultant

Zhe Tao obtained her Master’s degree at the University of Manchester in the UK where she majored in International Fashion Marketing. She joined Daxue Consulting in 2018 and has been working on projects in various industries, including fashion, lifestyle, luxury cars, and advertising

Chun Chen | Project Manager

Chun Chen (Cassie) obtained her Master's degree at the University of Manchester where she majored in International Fashion Marketing. She joined daxue consulting in 2019 and has been working on projects across a wide variety of industries, including beauty, skincare, fashion, luxury, and FMCG.

Yu Tiange | Project Manager

Grace YU obtained her master's from London School of Economics with academic background in both economics and finance. She has been working on projects across various industries and markets, including FMCG, healthcare, tech, industrial, automotive, and beauty.

Meina Dong | Project Manager

Meina graduated from the Zhixing College of Northwest Normal university. She has had 2 years working experience previous to joining Daxue Consulting in China. She had` experience in fields such as supply chain, automobile, semiconductor and B2B markets.

Shuyi | Project Manager

Shuyi Han studied Business Information Systems at Tasmania university. She has been at daxue consulting for over 2 years and has been working on various projects across different industries including FMCG, F&B, fashion, home appliances, cosmetics, and luxury goods. She has also worked in daxue’s marketing and social media operations.

Jessy Zhang| Project Manager

Zhang Lei (Jessy) majored in International Marketing Management at University of Leeds. She joined daxue consulting in 2020. She is specialized in strategic social listening, consumer data analysis, naming, as well as private traffic leverage in China. With strong experience in fashion and food industries, she is good at integrating Chinese market trends and bringing opportunities to foreign brands

Zoe Yong | Project Manager

Jingyuan Yong (Zoe) obtained her Master degree from the University of Warwick and her bachelor degree from the University of Liverpool in the UK. She has been working on projects across multiple industries, including but not limited to beauty, F&B, and automotive.

Guo Li | E-Commerce Data Analyst

Guo Li joined Daxue Consulting in 2016. She is responsible for the operation and management of the e-commerce’s related projects. It includes in-depth analysis based on website marketing data, evaluation product range performances, qualitative analysis of design and navigation structure and page optimization review (SEO, SEM) to increase brands’ search volume, promotion and sales.

Jianming Feng | Project Manager

Jiaming Feng obtained her master's degree from the University of Melbourne and bachelor's degree from the University of Sydney. She has been working on various projects across different industries including F&B, fashion and beauty, machinery, and others. She has experience in fields such as data analysis, social listening, supply chain, marketing strategy and others.

Lisa Zhang | Project Manager

Holding a Master’s Degree in Business Analytics and Marketing from the University of Sydney, Lisa Zhang is keen on developing marketing solutions for businesses with both qualitative and quantitative approaches. Having a customer-centric and culturally-conscious mindset, she can provide businesses with a deep level of insight into Chinese consumers. Since she joined daxue consulting, she has worked on various market research projects for clients in the F&B, fashion and beauty industries.

Media and Marketing

Allison Malmsten | Marketing Director

Allison graduated from the University of Minnesota and has completed a capstone program at Nanjing University to speak Mandarin at a professional level. She has experience in fields such as supply chain, marketing strategy and public relations, and is also well-versed in topics such as environmentalism and Chinese B2C markets.

Sofya Bakhta | Marketing Manager

Sofya graduated from F.M. Dostoevsky State University with a bachelor degree in Marketing and Management. She then completed a Masters degree in International Business in Shanghai JiaoTong University. She has been living in China for five years and joined the daxue’s team in 2018. Sofya has experience in outbound and inbound marketing, digital marketing, PR, and business development.

Zoe Zhu | Marketing Manager

Zeying graduated from the University of Queensland which included an exchange program to UCLA. She has experience in market research and finance. She has been working on projects across multiple industries, including but not limited to M&B, tech, F&B, and advertising.

Jiayi Lu | Marketing Analyst

Jiayi (Zoe) Lu studied fashion design and luxury brand management at Istituto Marangoni Milan Campus. She has in-depth insights on global luxury and beauty industries by working with Italian luxury brands. Having completed over 10 China market study reports and having lived and worked in four countries, she has a unique, personal understanding of cross-cultural marketing strategies.

Stéphane Badel | IT and Marketing Analyst

In China since 2014, Stéphane graduated from Nantes University with a masters degree in French & Chinese management. He develops the technical part of the marketing effort of Daxue and provides solutions for SEO/SEM and automated data analysis for qualitative and quantitative research.

Yoyo | Happiness Manager

Full time member of Daxue since 2016, Yoyo has a proven track record of successful office management, happiness management and napping coordination. Strategically employed on pet food market sizing, branding and marketing projects, she has been of crucial help with various research such as the pet care market in China.
Honors:
- Most time spent at the office
- Happiness rate: 100%
- Once created over 123 new slides by napping on a laptop
- Messages sent to clients by accident: 4
- Employee of the year: 5 years in a row