Morketing每日监测10.8:Costco上海店注册会员超20万;Instagram上线Threads;TikTok将不允许平台上出现任何政治广告;迪士尼禁止Netflix在其平台上投放广告
日报

Morketing每日监测10.8:Costco上海店注册会员超20万;Instagram上线Threads;TikTok将不允许平台上出现任何政治广告;迪士尼禁止Netflix在其平台上投放广告

【摘要】每日营销资讯

一、甲方


1、Costco上海店注册会员超20万,创成立35年来记录


Costco首席财务官称,上海店注册会员超20万,高于68000名平均水平,创Costco成立35年来记录。由于成功和长期计划,Costco将于2021年初在浦东再开第二家门店。

 

2、雅诗兰黛和资生堂竞购Drunk Elephant 交易价格近10亿美元

 

据彭博消息,雅诗兰黛集团和资生堂集团正在竞购美国网红护肤品牌Drunk Elephant,该品牌的最终竞标已于9月底开始,目前还在进行中。有分析表示,如果交易成功,Drunk Elephant售价预计接近10亿美元。Drunk Elephant由Tiffany Masterson创立,成为美国Sephora有史以来增长最快的美妆护肤品牌之一,去年销售额达1亿美元。

 

3、为吸引更多消费者,LV为苹果AirPods打造定制保护套

 

LV为苹果AirPods打造一款定制保护套。外观来看,这款保护套整体呈方形,可开盖设计,AirPods耳机可以完美地放置在内,打开保护套的盖,AirPods也自动打开了。保护套外面配有LV字样,以及金色的铆钉、表扣等,还有一条金色的链子。

 

有分析人士表示,现在奢侈品的年轻消费者将通过生活中美好的事物和经历弄清楚他们是谁,而手机和手机配饰是年轻消费者最离不开的物品,越多越多消费者会寻求更有个性的产品,而这一次路易威登的新品不但满足了年轻人爱炫耀酷感的心理,还大大提高了品牌的曝光。

 

4、优衣库印度第一间店10月4日在新德里开业

 

优衣库母公司迅销公司还计划在新德里继续开设2家店铺,力图吸引人口约13亿的巨大新兴市场。据悉,商品从生产据点中国、越南和孟加拉国进口。但由于印度规定,销售额的30%以上必须是在印度国内生产的商品,今后该公司将提高当地采购率,另外,瑞典的H&M和西班牙的ZARA等服装巨头已经进驻印度。

 

5、Calvin Klein母公司首席数字官将离职

 

Marie Gulin-Merle是Calvin Klein品牌首席营销官兼该品牌母公司PVH集团首席数字官,负责集团旗下品牌的数字化战略和转型策略,加强消费者参与度,目前其继任者尚未透露。在Marie Gulin-Merle的领导下,Calvin Klein成立了InCKubator的孵化平台,召集外部创意人才进行时装、零售空间等多种形式的合作。2019年上半年,PVH集团销售额增长2%至44.86亿美元,净利润则大跌19.8%至2.75亿美元。

 

6、索尼将其视频游戏订阅服务价格降低50%


索尼大幅下调了PlayStation Now游戏订阅服务的价格,每月套餐的价格从19.99美元降到了9.99美元,季度价格从44.99美元降到了24.99美元,年价格则从99.99美元降到了59.99美元。索尼互动娱乐公司还表示,PlayStation Now将在其服务中提供的800多种游戏阵容中,增加新的限时大片,包括《侠盗猎车手V》和《战争之神》。


二、媒介

 

1、Instagram上线新应用Threads,正面大战Snapchat

 

Facebook周四表示将为其照片共享平台Instagram推出单独的相机优先消息应用Threads,从而加剧公司与竞争对手Snapchat之间的社交媒体大战。这款应用与Snapchat和Instagram这样的应用相似,同样以照片为中心,但它更专注于使用户与一小群朋友保持联系。此举导致Snap股价下跌了5%。Facebook表示,通过Threads,用户可以上传状态,并与他们的Instagram亲密朋友分享位置和电池状态。

 

2、TikTok:将不允许其平台上出现任何政治广告

 

据美国广播公司(ABC)10 月 4 日报道,随着美国 2020 年总统大选的临近,抖音海外版(TikTok)表示,将不允许其平台上出现任何政治广告。报道指出,这个拥有 5 亿用户的视频分享社交媒体应用,已经成为年轻人分享 DIY 音乐视频的一个特别受欢迎的平台。

 

TikTok 全球业务解决方案副总裁布莱克·钱德利在博文中解释该公司的付费广告政策时表示,这款应用程序给人一种轻松的感觉,让它成为一个消磨时间的有趣的地方。“本着这种精神,我们选择不允许在 TikTok 上发布政治广告,”钱德利说,“任何进入我们社区的付费广告,都需要符合我们平台的标准,而我们认为付费政治广告的性质并不符合 TikTok 平台的体验。”

 

三、趋势

 

1、今年国庆档票房超50亿,三部主旋律影片占97%

 

灯塔专业版数据显示,截至2019年10月7日,2019国庆档(9月30日-10月7日)票房达50.49亿元,较2018年同期上涨了132%,2019年全国累计票房在10月3日突破500亿元。10月7日24时,《我和我的祖国》《中国机长》和《攀登者》在9月30日上映的影片在国庆档内分别收获了22.05亿元、19.17亿元和7.78亿元的票房成绩,约占国庆档票房总额的97%。

 

2、淘宝数据显示70前中老年创意消费增速不输90后

 

重阳节前夕,淘宝公布的一组数据显示,过去一年里,“70前”中老年群体的创意商品消费增速并不输90后,成为仅次于95后群体的创意“弄潮儿”。显示在当前的淘宝上,个性消费、创意经济已经成为一股席卷各个年龄层的消费大势。当前年轻人中特别火热的潮鞋,在“70前”的购物车里也司空见惯。淘宝数据发现,中老年群体的潮鞋消费增幅超过100%。而在这个国庆,“法伯丽贵妇膏”“灰色染发剂”在“70前”群体中也格外火爆,淘宝搜索量直接翻了7倍多。

 

四、海外

 

1、谷歌业务重组以适应政府和消费者对隐私和反垄断的要求

 

As privacy concerns and antitrust actions have dominated the market, Google has reshaped its business to meet new standards set by governments and consumers. In some ways, this is truly a new Google. Well-known products like AdX and the DoubleClick suite are gone, replaced by products like Ads Data Hub, Marketing Platform, Ad Manager and DV360.But policy updates are even more impactful than internal shake-ups. For Google, even slight privacy and data changes can upend the ad tech ecosystem.

 

2、迪士尼禁止Netflix在其平台上投放广告

 

Disney has banned ads from Netflix across its platforms as it gears up to launch a subscription streaming service in November, The Wall Street Journal reports. Disney, Comcast and AT&T will spend hundreds of millions of dollars each on advertising over the next year as they fight for subscribers. Earlier this year, Disney set a decree across its properties to not accept advertising from rival streaming services but was able to reach an agreement with all “to reflect the comprehensive business relationships we have with many of these companies.” Disney doesn’t have a business relationship with Netflix, however, because it doesn’t carry ads. While it’s common practice for networks to reject ads from rival broadcasters, especially when they contain a specific air date and time, Disney’s all-out ban on Netflix is a sign that competition will be much fiercer in the streaming era.

 

3、《金融时报》的长期增长战略:权威且高质量的内容与吸引青少年订阅

 

The Financial Times is expanding how it appeals to school students by creating more focused content and, in a novel twist, releasing a board game. One of the outcomes is that by instilling regular reading habits in younger people, they go on to subscribe to one of the FT’s university student packages.

 

The FT Schools initiative, where students between 16 and 19 years old can create online accounts giving them access to the FT’s content, began in the U.K. in June 2017 and expanded globally in January 2018. FT Schools now has more than 40,000 student accounts at 2,800 schools in 101 countries. As part of the program, students receive weekly emails featuring content tied to their specific fields of study, whether that’s economics, politics or the environment. It also shares video content and more tactical help with articles about how to get ahead in exams and interviews.

 

4、定制化AI是网红营销(Influencer Marketing)的未来

 

To show AI influencer analytics in action, BEN created a new ebook,“Customized AI Is the Future of Influencer Marketing.”It looks at how the technology makes decision-making smarter and faster. For example, deep learning analyzes structured and unstructured data to help marketers identify the best influencers for their campaigns and accurately predict just how many conversions each influencer will generate. This can cut down on wasted budget and ensure a higher ROI.

 

5、据美国劳工统计局估计,到2026年,市场研究职位将增加23%

 

Long seen as the person who performs largescale studies once or twice a year, the researcher is now an essential part of driving transformation. It follows that the demand for their skills is increasing: The U.S. Bureau of Labor Statistics estimates market research roles will increase by 23% by 2026.A notable area of demand for research skills? Marketing. In fact, a survey sponsored by FocusVision found that marketers initiate 60% of all research.

本文由Morketing整理发布。

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