Founding Partners

William Leong graduated in London and is a qualified FCCA (UK) with more than 20 years of China experience. Before starting his business in China, William served for 9 years as the Head of China Business Department for a Big-8 Hong Kong CPA firm.  For the last 20 years, he has travelled extensively all over China carrying out assignments involving a wide range of services, including audits, IPO due diligence, internal audits, tax advisory, investment entry advisory, and corporate finance advisory. William was the Vice President of the Malaysian Chamber of Commerce (Maycham) Shanghai Chapter from 2007 to 2011.  Currently, he is an active speakers/panelist for  professional or business related events in China.


Sonny Khoong  commences his career in Internal Audit and now has 20 years of experience in accounting, administration, human resource, sales & marketing, business development, and general management. He also has regional exposure in Kuala Lumpur, Taipei, Hong Kong, Shanghai, and Beijing. Sonny has spent over 17 years in Greater China, specializing in new start-ups of foreign investment into China.  He graduated from La Trobe University in Melbourne with a Bachelor in Finance and a CPA (Australia).  Sonny also lends his time to charity work as a public speaker and writer on China-related topics, he was the Secretary-General of the Malaysian Chamber of Commerce (Maycham) in Beijing.


Team members
Ding Chan Zhen is a qualified auditor and a member with the Chinese Institute of Certified Public Accountants (CICPA). She has also passed the national CPV examination. Ms. Ding has over 40 years of working experience in financial and public accounting firms in various parts of China.



Martin Li, FCCA certificate awarded in Singapore, EMBA degree from University of Texas; 20 years’ accounting & financial management experience, including 15 years’ CFO and FD experiences with European, US, and China listed companies; Strong expertise and extensive experience in financial strategic management, corporate governance, financial reporting under IFRS, PRC & US GAAP, corporate budgeting, financial analysis, internal control, tax planning, investment and treasury management. Exposure and experience in WFOE and private company, M&A as well as project evaluation. A seasoned and highly skilled communicator, with influencing and interpersonal skills, experience in liaison with investor, Headquarter, government departments, tax authorities, foreign and local financial institutions. An energetic and tenacious executive, also consensus oriented individual who possesses high level of professionalism and integrity, and able to work in a challenging and cross-cultural business environment.


Dr. Li Jian is a transfer pricing expert based in Shanghai China, with more than 10 years’ experience in transfer pricing consulting. His doctoral studies focused on International Transfer Pricing Theory and Practices of Multinational Enterprises in the Asia Pacific region. Jian frequently speaks and lectures on transfer pricing issues, as well as writes transfer pricing articles in the Asia Pacific, including for China Tax Intelligence, Eurobiz Magazine and International Tax and Business Journals. Jian has written the book Transfer Pricing Audits in China, which has been published by Palgrave Macmillan London. More recently, he has co-authored the book Transfer Pricing in China – A Practical Guide, published by CCH.

Justin Jiang graduated from Auckland University of Technology at New Zealand with a bachelor degree majored in accounting. He has excellent working experiences at some world leading companies including Vodafone, Wal-mart, Hays and Kelly services at difference locations. Justin is an expert on finance management, HR consulting services and headhunting services.