DEKUPLE takes a stake in Duhno Marketing in Shanghai
Acceleration of the Group’s development in China to serve its European customers
Paris, October 19, 2022 –
The Dekuple Group, expert in cross-channel data marketing, announces its entry into the capital of Duhno Marketing, a BtoC customer marketing agency customer marketing agency based in Shanghai (China). This acquisition of a majority stake strengthens the Group’s presence in China which, since 2019, has been offering digital marketing support to major French and European BtoB companies via Dékuple Marketing Engineering China.
Duhno Marketing (https://www.duhno.com/) is an agency specialized in BtoC customer marketing created in 2017, and based in Shanghai, which helps French and European companies in their communication and marketing operations to export to China.
“Having created and managed several companies in China in other sectors such as healthcare, I realized how difficult it is for French and European companies to understand the Chinese market, which is gigantic, about 20 times the size of France, and complex because each of the zones requires adaptations in the marketing approach whether in terms of personas, target maturity or cultural differences between cities or regions. This is why I decided to create Duhno Marketing in 2017, to help brands design their marketing operations in China and optimize the return on investment. The agency’s French- and English-speaking management handles and facilitates exchanges with the marketing decision-makers of client brands, and our teams of Chinese experts guarantee the perfect match of messages and actions on China’s very specific digital platforms” explains Benoît Raoult, founder andCEO of Duhno Marketing.
Duhno Marketing has a staff of about 20 people and operates mainly in three sectors: fashion, consumer products and higher education.
In the Fashion sector, it helps the players in the sector to better sell their products in China. It counts among its clients : Gieves & Hawkes (Trinity Group – UK), Delsey (France) or Lanificio Cerruti (Italy) for whom the agency is notably setting up a marketing campaign linked to the Metaverse Fashion.
In the FMCG sector, Duhno Marketing supports companies offering packaged products that can be easily exported to China and works with brands such as Loacker (Italy), Rivadouce (France) and Vandemoortele (Belgium).
Finally, in the higher education sector, the agency conducts lead generation operations targeting Chinese students interested in European institutions such as Rennes School of Business (France), ICN Business School in Nancy (France) or the Ecole Hôtelière de Lausanne (Switzerland).
Duhno Marketing’s offers and expertise, oriented towards BtoC marketing devices, complement the offers of Dékuple Marketing Engineering China, a subsidiary of Dékuple Ingénierie Marketing BtoB (ex AWE) which, since 2019, has been supporting large companies such as ELKEM, Bureau Veritas or Geodis on subjects of BtoB marketing strategies, Lead Generation, Data Management, Content Marketing and Marketing Automation. Dékuple’s participation in Duhno Marketing is intended to become a majority shareholder in a few years.
“Our ambition is to become a leader in data marketing in Europe by developing our activities in other countries, as we are doing with our SaaS technology solutions. It also means accompanying our clients in China, which is a buoyant but very complex market, with digital ecosystems that are completely different from those we know in the West,” explains Bertrand Laurioz, CEO of the Dekuple Group.
This requires specific marketing tools for the Chinese market and skills in French, English and Chinese to accompany European brands in their communication and marketing operations and to help them develop their exports. Duhno was already a co-shareholder in China of our BtoB marketing activities. The consistency of our values and our strategic alignment naturally led us to this merger.”