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HUA LEI, L. Henry BA Economics; MBA UK
Rm. , Unit , Building , Yuanyang Tiandi, BaL.zhuangxiL., Chaoyang District, Beijing
, P.R. China
Telephone : h
Email : ;
Strategic sales & marketing planning, formulating overall marketing plans, coupled with
successful track record of execution; Insights into unexploited market opportunities of
Chinese BB sectors, especially for commercial refrigeration, district heating, energy efficient
systems for pubL.c, commercial and residential buildings; Market investigation and strategy
development for MNCs in the Chinese market, insightful analysis of Chinese market
environment, specific industrial legislations and regulations, market size and development
trend, customer profiles and Key Customer Values, market segmentation and competition so
as to deL.berate successful marketing strategy highL.ghting customer value deL.very.
Dynamic sales & marketing works to tap the emerging energy market in China, technical
seminars and sales approaches to key customers such as district heating companies,
construction designing institutes, contractors, system integrators to promote energy efficient
and environmental friendly heating solutions, systems and components.
Outstanding team leader in MNCs in China, supervising and monitoring the process and
deL.vered satisfied results in effective sales activities ensured by professional strategy
planning, business development, market communications as well as accelerating sales growth
via M&A in China etc.
Highly selfmotivated; Proven creative problem solving capabiL.ty in challenging situation.
Key Skills and Demonstrated Achievements
Professional insights into compL.cated business environment for unexploited opportunities
demonstrated through both strategic marketing experience and achievements in the dynamic
market of China.
Experienced Leader and Manager
Recruit, train and supervise talented team to fulfil the task of effective sales, marketing and
business development works in the challenging environment of energy industry in China.
Ensure the maximum outcome through staff motivation, coaching and optimized resources
Insights and networks into BB Industries of China
Extensive knowledge and experiences with BB industries such as energy & environment,
building energy efficiency solutions and systems. Networks among the relevant governmental
organization such as National Development and Reform Committee, State Power Corporation,
China State Shipbuilding Corporation, Urban and Rural Construction Ministry at both central
and domestic levels.
Leenderson Construction Materials Sales Beijing Co. Ltd. Since
Overall responsibiL.ty for sales & marketing for an innovative panels made of wheat straws
targeting various markets of building construction, interior decoration, furniture, flooring and
packaging etc. Full P&L responsibiL.ty for sales and marketing activities for not only domestic
market in China but also exports to Japan, Korea and AustraL.a etc.
Danfoss Fumao Condensing Unit Tianjin Co. Ltd.
After being involved in the successful M&A process, was appointed ViceGeneral Manger of the
newly estabL.shed JV as Danfoss representative. Assumed overall responsibiL.ties through the
whole value chain of sourcing, logistics, product development, production processing, especially
sales and marketing etc.
Danfoss Heating APAC
Director of Strategy Planning & Business Development – Heating Division
Led an intelL.gent team fulfilL.ng the tasks of: market investigations, strategy planning, business
development activities to ensure the business growth either organically or through M&A; In
addition, taking care of Heating divisional financial budgeting and technical seminars or other
market communication activities targeting district heating companies, designing institutes, real
estate developers, contractors, systems integrators etc.
Strategy planning to promote the energy efficient heating and airconditioning solutions, systems
and components. Systematic updating information about heating, ventilation, airconditioning
market of China; EstabL.shing perspectives and strategic plans for various business units in
cooperation with the relevant L.ne management; assuring that the effective marketing activities
such as technical seminars, governmental lobbying activities being aL.gned with sales activities.
• Market investigations and strategy planning:, China district heating/air conditioning market
investigation, market size and trend analysis, market segmentation and customer need study; market
competitive surveillance – commercial and technical; customer value proposition;
• Organizing effective sales & marketing activities to promote energy efficient heating/AC solutions,
systems and components, targeting such potential customers as district heating companies, designing
institutes, real estate developers, contractors, systems integrators as well as governmental
• Identifying and developing new opportunities within existing businesses or Introduction of new
heating products/appL.cation in the market – assuring full attention in introduction period;
• Researching over MNCs and local market players for strategic partnership or M&A; EstabL.sh new
HE businesses via M&A, AlL.ances, and / or Partnerships
• Analysing technical and commercial trends of HVAC industry of China for longterm strategic
planning, e.g. geothermal, heat pump, solar, biomass energy etc.
INVESTMENT BANKING DEPT. HUAAN SECURITIES CO. LTD.
Assistant General Manager
Underwrote securities and sponsoring securities to be L.sted; Consulting services to large Chinese
national enterprises, including SOE restructuring and M&A advice, business valuation etc.
• SOE restructuring duediL.gence investigation for Beijing BadaL.ng Tourism Stock Co. Ltd;
• IPO for Xinhua Medical Instrument Stock Co. Ltd.
ROYAL DANISH EMBASSY IN BEIJING CHINA
Senior Commercial Officer BB Industries
Provided business services to Danish companies penetrating into the Chinese market, services
include market investigations, business opportunity identification, investment project evaluations,
new market entry strategy formulation as well as assisting strategy implementation.
• SpeciaL.sing in BB industries, especially environmental and energy industries; incharge of Sino
Danish bilateral cooperation in those sectors, including DANIDA loan project identification etc;
providing business services to such companies as AP Moller, ABB Energy & Industry, Danfoss,
Kamstrup, Vestas, Micro and Kruger etc..
• Marketing strategy consultancy services to Danish companies, including Novo Nordisk, Bisca and
MD foods; as well as Danish export delegation visiting China for e.g. shipping building, renewable
energy and environmental protection.
BATEY BURN U.K. APCO BEIJING OFFICE CHINA
Investment project evaluation; market entry strategy consultancy; strategic industry analysis and
strategy development such as market research, feasibiL.ty study, business valuation, M&A,
corporate funding and project management.
. Advised Kleinwort Benson’s China Development Fund to invest in Kongfuyan Distillery and Suzhou
White Cement Factory., the most successful investments among the fund’s more than ten investment
projects in China.
• Identified and evaluated joint venture projects in China for Rothmans tobacco, Guinness Brewery
alcohol and Owens Corning construction materials.
• Formulated successful market entry strategies for Alfred Dunhill, Jaeger, Este‰ Lauder and United
Distillers as well as faciL.tated followup executions.
ANA HOTEL BEIJING CHINA
Sales Executive Sales & Marketing Manager
Supervised sales team to promote guestrooms, flats and office units.
. Assisted Japanese Sales Director to work out sales and marketing plan, deciding yearly sales target
and corresponding monthly sales tasks;