Morketing每日监测10.12:奢侈品LVMH 注资生活方式品牌 Madhappy;物美收购后麦德龙后,品牌将保持独立经营;知乎直播功能上线,主播暂时采用邀请制
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Morketing每日监测10.12:奢侈品LVMH 注资生活方式品牌 Madhappy;物美收购后麦德龙后,品牌将保持独立经营;知乎直播功能上线,主播暂时采用邀请制

【摘要】全球最大奢侈品集团 LVMH 注资洛杉矶生活方式品牌 Madhappy

甲方


1、全球最大奢侈品集团 LVMH 注资洛杉矶生活方式品牌 Madhappy


Madhappy 是一家总部位于洛杉矶的直销品牌,成立于 2017 年,创立者平均年龄仅 24 岁。产品以基本款中性服装为主,结合了街头服饰与运动休闲风格,主要受众也是 18 到 30 岁的年轻人,以每两周推出限量款原创服装的模式上新,并在美国各地开设了一系列快闪店。


2、天猫超市发布超市新零售平台


天猫超市发布超市新零售平台,主要包含技术平台和商业两大部分,其中技术平台包括4张网络,消费者运营的数字网络、一体化商品流通的网络、多时效多温层的履约网络,以及资源和IOT的连接网络。商业能力则指天猫超市所依赖的四大商业能力——消费者运营能力,营销服务能力,商品运营能力,供应链管理能力。


3、物美已与麦德龙集团签订最终协议


物美就收购麦德龙中国控股权已与麦德龙集团签订最终协议。麦德龙中国未来将继续以“麦德龙”品牌保持独立经营、保持目前的门店规模和所有商业运营。合资公司保留由康德领导的目前管理团队。麦德龙集团将在新合资公司七人董事会中获得两席,并将在合资公司治理中持续发挥作用。此外,由麦德龙集团代表所领导的专门的质量控制委员会也将全面参与,以监控和确保合资公司在质量和运营标准方面持续符合麦德龙全球准则。


4、众泰汽车回应“三一重工或将收购众泰汽车旗下子品牌”:不属实


针对近期有媒体发文称三一重工或将收购众泰汽车旗下的君马汽车,众泰汽车董秘杨海峰在回应求证时表示:消息不属实。


5、美团旗下“榛果民宿”更名为“美团民宿”


美团旗下“榛果民宿”正式更名为“美团民宿”,更名主要目的是“提升品牌认知,助力业务发展”。美团民宿完成品牌更迭之后,原组织架构、运营模式和业务方向均保持不变。冯威赫依然担任该业务负责人,向美团点评高级副总裁、到店事业群总裁张川直接汇报。冯威赫表示,更名完成以后,品牌名称将更加清晰、简洁、直接,能有效提升用户的品牌认知和记忆度,带动业务增长。


6、梁建章:携程全球化进入关键时期


携程执行董事局主席梁建章表示,携程的全球化已经进入关键时期,今年业务层面最大需求之一是“全球化还要做很多努力”,他表示,“现在也只有70%~80%的功能能够变成英文、日文、韩文等多语言,还有相当一部分功能还在打磨,要把它变成全球化提供给全球的客户。”


7、苹果股价再创新高,超微软重返市值第一


美国当地时间周五,苹果股价上涨2.7%,收于236.21美元,超越1年前创下的最高点,再度刷新纪录。由于股价上涨,苹果再次挤下微软,成为全球市值最高的公司。苹果微软的市值都已经超过1万亿美元


8、福布斯全球数字经济100强榜单发布,14家中国企业上榜


福布斯今日发布全球数字经济100强榜单,14家中国企业上榜,其中中国移动有限公司排名最高,排名第8位,阿里巴巴集团和腾讯控股分列第10位和第14位。其他上榜的中国企业还包括台积电、鸿海精密、中国电信股份有限公司、中国联合网络通信(香港)股份有限公司、京东、百度、小米集团、中国铁塔股份有限公司、联想控股、联想集团和网易。


乙方


1、群邑全球媒介代理商Essence宣布拓展其在中国市场的业务范围


Essence基于创新、前瞻的分析和技术能力,为客户打造有价值的、相关的、值得信赖的广告,获得了业界广泛认可。Essence将用前沿的咨询、战略、创意、媒介策划和激活服务,助力中国市场的客户变革和优化营销方式。在群邑集团的支持下,Essence中国区董事总经理魏玮(Benjamin Wei)将负责领导其北京和上海两地办公室的业务和运营。


2、爱德曼公关任命全球新总裁


爱德曼公关 (Edelman)任命Matthew Harrington为全球总裁,Matthew Harrington将成为爱德曼公关自创立以来的第三位全球总裁。爱德曼自1952年成立以来,其首位全球总裁便是创始人Daniel J.Edelman,在此之后,Daniel J.Edelman之子理查德•爱德曼(Richard Edelman)接棒掌门之位,担任全球总裁兼CEO,直到现在,其将现任全球首席运营官Matthew Harrington擢升至全球总裁之位。


媒介


1、“墨迹天气”IPO被否,曾因违规发布新闻信息被责令整改


11日,北京墨迹风云科技股份有限公司(墨迹科技)首发申请上会被否。证监会指出,墨迹天气运营的网站、“墨迹天气App”存在未经其许可违规发布互联网新闻信息,被责令限期整改的情形;发行人存在在取得《互联网药品信息服务资格证书》之前,发布药品广告的情形。2016年12月,墨迹天气向证监会提交创业板招股书。


2、知乎直播功能上线,主播暂时采用邀请制


10月11日,在进行了一段时间的市场调研和内测运行后,知乎直播功能正式上线。目前,知乎直播仍处于试运行阶段,主播的筛选主要采用邀请制,未来将逐步扩大邀请范围。从页面来看,直播入口位于首页搜索框左侧,点击进入就可以看到今天以及未来几天各个时间段的直播课程,用户可以预约观看。开播按钮则藏在二级页面的右上方。


3、AppAnnie:Google Play Q3下载量领先iOS达175%,但用户支出被反超


AppAnnie发布的第3季度全球应用季度指数排行榜显示:Google Play下载量同比增长10%,接近230亿次,继续领先iOS达175%;两个应用商店在用户支出方面均增长了20%,但iOS的用户支出远远超出Google Play达95%。


趋势


1、Gartner:31%的营销高管认为衡量品牌投资是一个挑战


一项新的调查显示,大多数高级营销人员认为,品牌对于推动潜在客户的行动至关重要,对于现有客户也至关重要。但是,根据Gartner 2019年品牌调查,当今全球品牌的成功管理是一项高度复杂的挑战。Gartner调查了美国、加拿大和英国的393位资深营销人员发现,营销人员面临的三大挑战为“管理全球品牌”(35%)、“保持品牌相关性”(35%)和“衡量品牌投资的影响”(31%)。


2、Drift:1/3的消费者使用在线聊天与品牌交流


大多数消费者仍然主要通过电子邮件和电话与企业进行通信。Drift和SurveyMonkey调查了1000多名消费者,希望了解他们与企业沟通的方式。一些人越来越热衷于使用在线聊天的想法,1/3的受访者表示他们在过去12个月使用过这种交流渠道。另一方面,聊天机器人作为一种沟通渠道尚未完全流行,只有13%的受访者表示他们在过去一年使用聊天机器人与企业进行过沟通。企业承认,客户更喜欢与人互动,而不是聊天机器人或虚拟助手,尽管2017-2018年提供在线聊天的企业数量不断增加。


3、Oracle报告:领先的零售商和直销品牌是如何投资互联网


网络零售营销人员在投资技术、渠道和战略时,面临着无数的优先事项和倡议。争论的焦点是:营销人员知道重点应该放在获得新客户上,但应该在多大程度上关注保留他们拥有的客户?尽管所有电子商务营销人员都认为个性化是吸引和留住客户的关键,但增强个性化的正确工具是什么呢?


投资决策从来都不容易,营销人员正感受到前所未有的压力,要求他们做出正确的选择,迅速执行,并展示结果。事实上,30%的受访者承认,“足够快地执行营销计划”是他们在2018年实现电子商务营销目标的首要障碍,42%的受访者预计这仍然是2019年的障碍。


海外


1、加州总检察长公布了备受期待的《加州消费者保护法》(CCPA)初稿


The California attorney general’s office on Thursday published the first draft of its implementation regulations for the California Consumer Protection Act.


The purpose of the regulations is to operationalize the law and provide practical guidance. It’s the sort of info that businesses need to comply with the law, and that the AG is required to provide prior to enforcement.


And California AG Xavier Becerra seems fairly eager to enforce. “Our personal data is what powers today’s data-driven economy and the wealth it generates,” he said in a statement about the regulations. “It’s time we had control over the use of our personal data – that includes keeping it private.”


2、电商科技公司Kibo将收购初创公司Monetate


The ecommerce technology company Kibo is acquiring Monetate, a brand personalization and content optimization startup, the company announced on Thursday.Terms of the deal were not disclosed, though Monetate had raised $46 million since 2008.


Kibo was launched in 2016 when Vista Equity Partners, a leading mar tech private equity fund, bought and consolidated three ecommerce software companies – Fiverun, MarketLive and Shopatron – into a new ecommerce cloud platform.After going heads down for a few years, Kibo reemerged on the M&A scene with its acquisition in February of Certona, a retail and marketer product recommendation and personalization startup. Monetate marks its second deal in 2019.


3、FameBit创始人推出Podcorn,将网红营销引入播客


The podcast industry is ripe for influencer marketing.That’s the view of Agnes Kozera and David Kierzkowski, co-founders of self-serve influencer marketing platform FameBit, which Google acquired in 2016. The pair has since left Google and is developing an analogous platform for the podcast industry, which has plenty in common with the video influencer market, Kozera said.


Because the podcast market is so fragmented, it’s too difficult for brands to discover smaller talent and shows that may strike a chord with their audiences.


Podcorn wants to facilitate those introductions. The platform, in beta and set to launch at the end of October, uses an algorithm to match brands with podcasters based on their audiences and business goals. The algorithm uses machine learning to understand what works or doesn’t work for a given brand or podcaster over time to improve its matches.


4、在“Cookie灾害”中该如何存活下来?


The “death of cookies” may be second only to “year of mobile” as ad industry prediction fails. Both forecasts felt tired after too many false starts.


The third-party cookie may not be dead just yet, but the increasingly scrutinized piece of code – one which for decades fueled audience buying across the digital landscape – is arguably now on life support.


5.移动定位数据在美国政局中越来越重要


Mobile location data is gaining importance in US politics. Campaigns can now connect supporters at a rally or event to online audiences via mobile device IDs collected at the venue, a popular trick for campaigns with large rallies and social or email followings, The Wall Street Journal reports. The strategy allows supporters to be targeted much more effectively with follow-up fundraising requests.


”It’s the marriage of the online and offline data about the individual – that’s the biggest force multiplier,” said Justin Miller, a political data consultant who worked on campaigns for Hillary Clinton and Barack Obama. More. The idea is hardly new. In 2016, AdExchanger reported the first use of mobile geofencing campaigns to target people waiting in line to vote, a nifty workaround for political campaign laws that forbid advertising within a radius of polling locations.


6. 为什么一些高价战略性广告技术交易会不成功


Anxiety is running high in ad tech right now. A new concern is that successful ad tech exits may be unbundled by parent companies trying to quit risky or unprofitable businesses before a potential recession, according to Digiday. In Europe especially, this unbundling could happen in the next year or so. The Dutch telco Altice is eyeing divestments, specifically its Teads video ad tech company.


RTL Group, the European broadcaster, is reviewing its full ownership of SpotX. And News Corp’s News UK has hired a banker to oversee an auction for Unruly, a video SSP. “Each acquirer has its own nuanced reason for reassessing its ad tech plays. But the recent moves suggest acquiring companies are rethinking whether wholly owning ad tech assets is a winning strategy.”


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