Matthieu David interviews Guillaume Rué de Bernadac, Founder & CEO at Académie de Bernadac. Etiquette is a tool that any person should possess whether they use it in professional interactions or social ones. In China, royal etiquette is a subject of interest and more and more people are enrolling for courses. How does Académie de Bernadac service the need for royal etiquette on the Chinese market? How do they market their service and how are the courses structured? Find out the answers to these questions and many more by listening to the interview.

0:15 Guest introduction

2:30 Académie de Bernadac - a brief company presentation

5:10 What prices and services does Académie de Bernadac offer?

8:03 More details about the size of the company

10:28 Royal Etiquette classes - why clients may enjoy them for different reasons

13:54 Why is Tier 1 of royal etiquette the most popular set of classes?

15:33 Adapting to the Chinese market - how have the lessons changed to accommodate Chinese culture?

19:00 Selling luxury - the brand of a product is all about emotions

20:17 Do clients apply etiquette outside their professional lives?

22:18 Adapting the lessons for luxury brands the function on the Chinese market

27:30 How does technology mesh with the heritage component of luxury brands?

28:57 Using live streaming for open advertisement

31:09 Best practices to get the most out of livestreaming

32:51 The importance of the Zhihu QA platform for Académie de Bernadac?

35:53 Specifics: how does Académie de Bernadac use Zhihu?

42:06 Misperception - how is French culture viewed in China?

44:11 Royal dreams can be motivators for etiquette learning

46:44 What book has inspired Guillaume Rué de Bernadac in his entrepreneurial journey?

47:57 What does Guillaume Rué de Bernadac read to stay up to date about China?

49:04 What can be learned from using WeChat?

50:07 What book about China would Guillaume Rué de Bernadac recommend?

51:38 If he has extra time what other business would Guillaume Rué de Bernadac pursue?

53:27 What success and failure have Guillaume Rué de Bernadac witnessed in China?

57:38 Outro

Learn more about Académie de Bernadac: https://acdebernadac.com/

Creating opportunities through connections (关系): https://www.youtube.com/watch?v=aWEmgoyK9kE

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