{"id":12443,"date":"2023-05-31T06:30:13","date_gmt":"2023-05-31T06:30:13","guid":{"rendered":"https:\/\/focus.cbbc.org\/?p=12443"},"modified":"2023-06-30T13:43:05","modified_gmt":"2023-06-30T13:43:05","slug":"fabernovels-rachel-daydou-on-digital-innovation-in-china","status":"publish","type":"post","link":"https:\/\/focus.cbbc.org\/fabernovels-rachel-daydou-on-digital-innovation-in-china\/","title":{"rendered":"Fabernovel&#8217;s Rachel Daydou on digital innovation in China"},"content":{"rendered":"<h2>Ahead of China Consumer 2023, Focus speaks to Managing Director of innovative consulting company FaberNovel, Rachel Daydou, about digital innovation, WeChat Mini Programs, and why the Metaverse is the future<\/h2>\n<p>Rachel Daydou joined Fabernovel in late 2017 to develop the new activities brought by Fabernovel, namely innovation consulting and upskilling. Fabernovel China then acquired 31TEN in 2021, a tech agency specialising in WeChat Mini Programs.<\/p>\n<p><a href=\"\/lp-cta-gateway\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" class=\"aligncenter wp-image-7246 size-full\" src=\"https:\/\/focus.cbbc.org\/wp-content\/uploads\/2021\/03\/lp-gateway.png\" alt=\"launchpad gateway\" width=\"4680\" height=\"786\" srcset=\"https:\/\/focus.cbbc.org\/wp-content\/uploads\/2021\/03\/lp-gateway.png 4680w, https:\/\/focus.cbbc.org\/wp-content\/uploads\/2021\/03\/lp-gateway-300x50.png 300w, https:\/\/focus.cbbc.org\/wp-content\/uploads\/2021\/03\/lp-gateway-1024x172.png 1024w, https:\/\/focus.cbbc.org\/wp-content\/uploads\/2021\/03\/lp-gateway-768x129.png 768w, https:\/\/focus.cbbc.org\/wp-content\/uploads\/2021\/03\/lp-gateway-1536x258.png 1536w, https:\/\/focus.cbbc.org\/wp-content\/uploads\/2021\/03\/lp-gateway-2048x344.png 2048w, https:\/\/focus.cbbc.org\/wp-content\/uploads\/2021\/03\/lp-gateway-1920x322.png 1920w, https:\/\/focus.cbbc.org\/wp-content\/uploads\/2021\/03\/lp-gateway-1170x197.png 1170w, https:\/\/focus.cbbc.org\/wp-content\/uploads\/2021\/03\/lp-gateway-585x98.png 585w\" sizes=\"(max-width: 4680px) 100vw, 4680px\" \/><\/a><\/p>\n<h4>Tell us more about how Fabernovel entered the China market<\/h4>\n<p>We entered China as soon as our founder St\u00e9phane Distinguin understood that powerful innovations were being born in this part of the world. He connected with Patrice Nordey, a serial entrepreneur who had founded a Shanghai-based agency pioneering digital marketing for luxury brands. This connection led to Fabernovel acquiring the business and formally entering the Chinese market.<\/p>\n<h4>What major successes and growth has Fabernovel experienced in that time? How about challenges?<\/h4>\n<p>One of our major successes was the development of Learning Expeditions, namely, immersions into the China innovation ecosystem for the cohesion, fast upskilling and alignment of leadership teams. Another major milestone was our pivot towards locally-based MNC clients after the closure of borders due to Covid-19, which entailed the development of new competencies, the acquisition of 31TEN (the leader in WeChat Mini Program conception and development) and many projects for the industry such as WeChat Mini Programs for Christie\u2019s &amp; Bulgari, Regenerate and Penhaligon\u2019s market acceleration and localisation, and global Chinese consumer strategies for luxury travel retail brands.<\/p>\n<div style=\"clear:both; margin-top:2em; margin-bottom:2em;\"><a href=\"https:\/\/focus.cbbc.org\/why-is-live-commerce-so-popular-in-china\/\" target=\"_self\" rel=\"dofollow\" class=\"ucfe32f64b6810ade5635738b9b3f3b36\"><style> .ucfe32f64b6810ade5635738b9b3f3b36 { padding:0px; margin: 0; padding-top:1em!important; padding-bottom:1em!important; width:100%; display: block; font-weight:bold; background-color:#eaeaea; border:0!important; border-left:4px solid #E74C3C!important; box-shadow: 0 1px 2px rgba(0, 0, 0, 0.17); -moz-box-shadow: 0 1px 2px rgba(0, 0, 0, 0.17); -o-box-shadow: 0 1px 2px rgba(0, 0, 0, 0.17); -webkit-box-shadow: 0 1px 2px rgba(0, 0, 0, 0.17); text-decoration:none; } .ucfe32f64b6810ade5635738b9b3f3b36:active, .ucfe32f64b6810ade5635738b9b3f3b36:hover { opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; text-decoration:none; } .ucfe32f64b6810ade5635738b9b3f3b36 { transition: background-color 250ms; webkit-transition: background-color 250ms; opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; } .ucfe32f64b6810ade5635738b9b3f3b36 .ctaText { font-weight:bold; color:#E74C3C; text-decoration:none; font-size: 16px; } .ucfe32f64b6810ade5635738b9b3f3b36 .postTitle { color:#000000; text-decoration: underline!important; font-size: 16px; } .ucfe32f64b6810ade5635738b9b3f3b36:hover .postTitle { text-decoration: underline!important; } <\/style><div style=\"padding-left:1em; padding-right:1em;\"><span class=\"ctaText\">Read Also<\/span>&nbsp; <span class=\"postTitle\">Why is live commerce so popular in China?<\/span><\/div><\/a><\/div>\n<h4>How critical is the China market to Fabernovel\u2019s global strategy?<\/h4>\n<p>We see China as critical for two main reasons:<\/p>\n<ol>\n<li>It is an incredible laboratory for innovation and digital, driven by high levels of digital savviness among consumers, the super-app ecosystem and the fast-iterating entrepreneurial culture.<\/li>\n<li>Our clients, mainly luxury and beauty brands, are highly dependent on the China market and Chinese consumers, so succeeding there and connecting with global Chinese travellers are major key success factors, and we are happy to support them in this success.<\/li>\n<\/ol>\n<h4>What are your thoughts and reflections on the Chinese consumer landscape today, and how has this changed over the pandemic?<\/h4>\n<p>Many changes have occurred since China isolated itself from the rest of the world during the pandemic.<\/p>\n<p><strong>The China market has been disrupted<\/strong><br \/>\nSome of China\u2019s digital leaders have encountered increased government regulation over the past couple of years (notably Alibaba) and the e-commerce landscape is <a href=\"https:\/\/focus.cbbc.org\/e-commerce-in-china-tmall-douyin-or-both\/#.ZHYYKrrMJAc\" target=\"_blank\" rel=\"noopener\">starting to fragment<\/a>, with Tmall declining in popularity and short video platforms like Douyin soaring. We are also seeing a lot of new retail models blossoming, particularly among luxury and beauty brands.<\/p>\n<p><strong>Chinese Consumers have been transformed<\/strong><br \/>\nNow that China\u2019s borders have re-opened, confidence is on the way up. Nevertheless, the past few years of isolation have led many Chinese consumers to rediscover their home country, and more and more people are appreciating the relevance of domestic brands. Mind-blowing culture-specific trends are also emerging.<\/p>\n<p><strong>Travel has been re-invented<\/strong><br \/>\nLuxury consumption has relocated to Hainan, and the destination has been premiumised. That being said, the reopening of the border has triggered strong outbound travel interest despite travel capacity bottlenecks. Post-pandemic, the Chinese travellers coming back to Europe are independent, sophisticated and have money to spend.<\/p>\n<div style=\"clear:both; margin-top:2em; margin-bottom:2em;\"><a href=\"https:\/\/focus.cbbc.org\/why-hainan-should-be-on-your-companys-radar-in-2023\/\" target=\"_self\" rel=\"dofollow\" class=\"u4dadb42470fd59e171198a0ebdb390b9\"><style> .u4dadb42470fd59e171198a0ebdb390b9 { padding:0px; margin: 0; padding-top:1em!important; padding-bottom:1em!important; width:100%; display: block; font-weight:bold; background-color:#eaeaea; border:0!important; border-left:4px solid #E74C3C!important; box-shadow: 0 1px 2px rgba(0, 0, 0, 0.17); -moz-box-shadow: 0 1px 2px rgba(0, 0, 0, 0.17); -o-box-shadow: 0 1px 2px rgba(0, 0, 0, 0.17); -webkit-box-shadow: 0 1px 2px rgba(0, 0, 0, 0.17); text-decoration:none; } .u4dadb42470fd59e171198a0ebdb390b9:active, .u4dadb42470fd59e171198a0ebdb390b9:hover { opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; text-decoration:none; } .u4dadb42470fd59e171198a0ebdb390b9 { transition: background-color 250ms; webkit-transition: background-color 250ms; opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; } .u4dadb42470fd59e171198a0ebdb390b9 .ctaText { font-weight:bold; color:#E74C3C; text-decoration:none; font-size: 16px; } .u4dadb42470fd59e171198a0ebdb390b9 .postTitle { color:#000000; text-decoration: underline!important; font-size: 16px; } .u4dadb42470fd59e171198a0ebdb390b9:hover .postTitle { text-decoration: underline!important; } <\/style><div style=\"padding-left:1em; padding-right:1em;\"><span class=\"ctaText\">Read Also<\/span>&nbsp; <span class=\"postTitle\">Why Hainan should be on your company\u2019s radar in 2023<\/span><\/div><\/a><\/div>\n<h4>What do you think will be the hottest consumer trends in China over the next five years?<\/h4>\n<p><a href=\"https:\/\/focus.cbbc.org\/which-chinese-companies-have-entered-the-metaverse\/#.ZHYYf7rMJAc\" target=\"_blank\" rel=\"noopener\">The metaverse<\/a> as a new space for creative expression and brand connection will be the main trend. As a new technology and tool, it still lacks use cases and users, but it will most definitely become an additional layer in the consumer-brand interaction.<\/p>\n<p>Live streaming, which already accounts for 20% of China\u2019s e-commerce market (the largest in the world with 1.5 trillion USD GMV in 2022), will continue to expand in use cases to integrate more of the brand-consumer relationship.<\/p>\n<h4>If you could give one piece of advice to UK consumer brands entering China, what would it be?<\/h4>\n<p>Localise your brand, communication, channels, content and partnerships. This is critical in a market that has strong pride in its culture and sophistication in consumer choices.<\/p>\n<h4><img decoding=\"async\" class=\"alignnone size-large wp-image-12284\" src=\"https:\/\/focus.cbbc.org\/wp-content\/uploads\/2023\/05\/CHINA-CONSUMER-2023-1-1-1024x174.png\" alt=\"\" width=\"1024\" height=\"174\" srcset=\"https:\/\/focus.cbbc.org\/wp-content\/uploads\/2023\/05\/CHINA-CONSUMER-2023-1-1-1024x174.png 1024w, https:\/\/focus.cbbc.org\/wp-content\/uploads\/2023\/05\/CHINA-CONSUMER-2023-1-1-300x51.png 300w, https:\/\/focus.cbbc.org\/wp-content\/uploads\/2023\/05\/CHINA-CONSUMER-2023-1-1-768x130.png 768w, https:\/\/focus.cbbc.org\/wp-content\/uploads\/2023\/05\/CHINA-CONSUMER-2023-1-1-1170x199.png 1170w, https:\/\/focus.cbbc.org\/wp-content\/uploads\/2023\/05\/CHINA-CONSUMER-2023-1-1-585x99.png 585w, https:\/\/focus.cbbc.org\/wp-content\/uploads\/2023\/05\/CHINA-CONSUMER-2023-1-1.png 1266w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/h4>\n<h4 style=\"text-align: center;\"><b>China Consumer 2023<\/b><\/h4>\n<p style=\"text-align: center;\">This article was produced as part of a series for China Consumer 2023.<\/p>\n<p style=\"text-align: center;\">Learn more about CBBC\u2019s flagship consumer event of 2023 <b><a href=\"https:\/\/chinaconsumer.cbbc.org\/\" target=\"_blank\" rel=\"noopener\">here<\/a>.<\/b><\/p>\n<p><a href=\"\/lp-cta-membership1\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" class=\"aligncenter wp-image-7248 size-full\" src=\"https:\/\/focus.cbbc.org\/wp-content\/uploads\/2021\/03\/lp-membership1.png\" alt=\"\" width=\"4680\" height=\"786\" srcset=\"https:\/\/focus.cbbc.org\/wp-content\/uploads\/2021\/03\/lp-membership1.png 4680w, https:\/\/focus.cbbc.org\/wp-content\/uploads\/2021\/03\/lp-membership1-300x50.png 300w, https:\/\/focus.cbbc.org\/wp-content\/uploads\/2021\/03\/lp-membership1-1024x172.png 1024w, https:\/\/focus.cbbc.org\/wp-content\/uploads\/2021\/03\/lp-membership1-768x129.png 768w, https:\/\/focus.cbbc.org\/wp-content\/uploads\/2021\/03\/lp-membership1-1536x258.png 1536w, https:\/\/focus.cbbc.org\/wp-content\/uploads\/2021\/03\/lp-membership1-2048x344.png 2048w, https:\/\/focus.cbbc.org\/wp-content\/uploads\/2021\/03\/lp-membership1-1920x322.png 1920w, https:\/\/focus.cbbc.org\/wp-content\/uploads\/2021\/03\/lp-membership1-1170x197.png 1170w, https:\/\/focus.cbbc.org\/wp-content\/uploads\/2021\/03\/lp-membership1-585x98.png 585w\" sizes=\"(max-width: 4680px) 100vw, 4680px\" \/><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Ahead of China Consumer 2023, Focus speaks to Managing Director of innovative consulting company FaberNovel, Rachel Daydou, about digital innovation, WeChat Mini Programs, and why the Metaverse is the future Rachel Daydou joined Fabernovel in late 2017 to develop the new activities brought by Fabernovel, namely innovation consulting and upskilling. Fabernovel China then acquired 31TEN in 2021, a tech agency specialising in WeChat Mini Programs. Tell us more about how&hellip;<\/p>\n","protected":false},"author":13,"featured_media":12452,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"_lmt_disableupdate":"","_lmt_disable":"","footnotes":""},"categories":[123],"tags":[2285,2132],"class_list":["post-12443","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-consumer","tag-digital-transformation","tag-interview"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Fabernovel&#039;s Rachel Daydou on digital innovation in China - Focus - China Britain Business Council<\/title>\n<meta name=\"description\" content=\"From WeChat Mini Programs for Bulgari to organising Learning Expeditions for leadership teams, how has Fabernovel&#039;s China strategy changed?\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/focus.cbbc.org\/fabernovels-rachel-daydou-on-digital-innovation-in-china\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Fabernovel&#039;s Rachel Daydou on digital innovation in China - Focus - China Britain Business Council\" \/>\n<meta property=\"og:description\" content=\"From WeChat Mini Programs for Bulgari to organising Learning Expeditions for leadership teams, how has Fabernovel&#039;s China strategy changed?\" \/>\n<meta property=\"og:url\" content=\"https:\/\/focus.cbbc.org\/fabernovels-rachel-daydou-on-digital-innovation-in-china\/\" \/>\n<meta property=\"og:site_name\" content=\"Focus - China Britain Business Council\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/chinabritainbusinesscouncil\" \/>\n<meta property=\"article:published_time\" content=\"2023-05-31T06:30:13+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-06-30T13:43:05+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/focus.cbbc.org\/wp-content\/uploads\/2023\/05\/MG_7401-Enhanced-NR.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1000\" \/>\n\t<meta property=\"og:image:height\" content=\"667\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Antoaneta Becker\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@ChinaBritain\" \/>\n<meta name=\"twitter:site\" content=\"@ChinaBritain\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Antoaneta Becker\" \/>\n\t<meta name=\"twitter:label2\" content=\"Estimated reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/focus.cbbc.org\/fabernovels-rachel-daydou-on-digital-innovation-in-china\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/focus.cbbc.org\/fabernovels-rachel-daydou-on-digital-innovation-in-china\/\"},\"author\":{\"name\":\"Antoaneta Becker\",\"@id\":\"https:\/\/focus.cbbc.org\/#\/schema\/person\/780c5a2518f57c6a9e3d15e766aaee25\"},\"headline\":\"Fabernovel&#8217;s Rachel Daydou on digital innovation in China\",\"datePublished\":\"2023-05-31T06:30:13+00:00\",\"dateModified\":\"2023-06-30T13:43:05+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/focus.cbbc.org\/fabernovels-rachel-daydou-on-digital-innovation-in-china\/\"},\"wordCount\":729,\"publisher\":{\"@id\":\"https:\/\/focus.cbbc.org\/#organization\"},\"image\":{\"@id\":\"https:\/\/focus.cbbc.org\/fabernovels-rachel-daydou-on-digital-innovation-in-china\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/focus.cbbc.org\/wp-content\/uploads\/2023\/05\/MG_7401-Enhanced-NR.jpg\",\"keywords\":[\"digital transformation\",\"interview\"],\"articleSection\":[\"Consumer\"],\"inLanguage\":\"en-GB\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/focus.cbbc.org\/fabernovels-rachel-daydou-on-digital-innovation-in-china\/\",\"url\":\"https:\/\/focus.cbbc.org\/fabernovels-rachel-daydou-on-digital-innovation-in-china\/\",\"name\":\"Fabernovel's Rachel Daydou on digital innovation in China - 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