Morketing每日监测4.1:宝马摩托车正式入驻天猫;汉堡王推出“隔离皇堡”食谱;抖音将上线百部经典电影;
日报

Morketing每日监测4.1:宝马摩托车正式入驻天猫;汉堡王推出“隔离皇堡”食谱;抖音将上线百部经典电影;

Rita · 2020-04-01 07:52

【摘要】每日营销资讯

甲方


联合国总部宣布腾讯为全球合作伙伴

 

美东时间3月30日,联合国在纽约总部宣布腾讯公司(Tencent)成为其全球合作伙伴,为联合国成立75周年提供全面技术方案,并将通过腾讯会议、企业微信和腾讯同传在线举办数千场会议活动。

 

这意味着,在新冠病毒疫情之下,迄今为止规模最大的全球对话将在中国互联网科技企业的技术支持下进行。联合国发布官方新闻称,“这是一项全新且创新的全球合作”。

 

宝马摩托车正式入驻天猫

 

宝马摩托车宣布入驻天猫,消费者在天猫搜索“BMW摩托车官方猫旗舰店”,可以“马上享骑”,感受炫酷的骑行体验,现购 G310 可享万元优惠。

 

小米2019年第四季度营收564.7亿元,高于市场预期

 

小米发布2019年第四季度及全年财报,财报显示:小米第四季度营收564.7亿元,市场预期548.78亿元,2018年同期营收为444.21亿元,同比增长27%;经调整净利润23.4亿元,同比增长26.5%。2019年全年,小米总收入达到2058亿元,同比增长17.7%;经调整净利润达到115亿元,同比增长34.8%。

 

宅家做饭的趋势也开始在国外流行,汉堡王推出“隔离皇堡”食谱

 

对于中国人来说,因为宅家不得不在厨房里折腾蛋糕和凉皮,掀起全民“中华小当家”风潮的日子还没走远,而正处于防控疫情艰难阶段的国外,宅家做饭的日子才刚刚开始。


由于汉堡王在法国的门店全部关闭,法国汉堡王则推出了一款特殊的“隔离皇堡”——圆面包、番茄酱、洋葱、酸黄瓜、沙拉酱、牛肉、鱼肉、蛋黄酱、西红柿被整齐地摆放——其实这只是一张食谱。

 

喜茶上线“喜小茶”,将与喜茶实现差异化

 

喜茶已于近期在深圳开出首家“喜小茶”门店,同时,在微信端上线同名公众号和小程序商城。首家喜小茶门店位于深圳市福田区华强北路华强广场,并非核心商圈而是工业区域,该门店旁边100米内已设有喜茶Go自提点。喜小茶目前的产品品类包括鲜奶茶、果茶、咖啡、冰淇淋、纯茶五大类,招牌商品与喜茶大店差异较大。此外,喜小茶主要产品价格浮动在11元至16元间,与喜茶各产品线相差10元左右。

 

木鸟民宿与支付宝达成合作,将直播带货形式引入民宿行业

 

近日,国内C2C民宿预订平台木鸟民宿和阿里巴巴旗下的支付宝宣布达成新合作,双方携手将直播带货的形式引入民宿行业。此次合作,木鸟民宿挑选覆盖成都、杭州、上海、西安、厦门5座城市的70多套民宿房源,在支付宝城市生活周直播活动中展示推荐,以5折优惠进行民宿预售,同时邀请本地民宿房东,带用户了解民宿周边景点和美食,帮用户开启宅家云游模式,为疫情后的出游提前做攻略准备。

 

触手直播将独家运营百度旗下所有游戏直播业务

 

近日,触手直播与百度达成深度合作,独家运营百度旗下所有游戏直播业务。双方合作于2020年2月正式开展,在产品和流量层面已逐步打通。用户在百度贴吧App的首页直播入口,王者荣耀贴吧,和平精英贴吧等50多个游戏电竞类贴吧,以及好看视频App内可实时观看触手直播内容。

 

“猿辅导”完成10亿美元融资,为教育行业史上最大一笔融资

 

在线教育品牌“猿辅导”已经完成了新一轮10亿美元融资的交割,这轮融资由高瓴资本领投,腾讯、博裕资本和IDG资本跟投,投后估值为78亿美元这一轮10亿美元的融资将是教育行业迄今为止融资额最大的一笔;交割后,猿辅导也将成为教育行业未上市公司中估值最高的教育品牌。

 

徐直军:去年华为消费者业务在海外市场至少损失100亿美元

 

在华为2019年度报告发布会上,轮值董事长徐直军表示,去年华为消费者业务在海外市场至少有100亿美元的损失。

 

抖音将上线百部经典电影

 

抖音近日宣布,继《囧妈》《大赢家》之后,将上线百部经典口碑大片。用户在抖音App中搜索“电影”,即可进入专区。

 

淘宝直播将在4月1日开播卖火箭


4月1日,薇娅将在直播间直播卖火箭,但具体形式并未公布。

 

媒介

 

凯络赢得喜力啤酒中国区媒介业务

 

电通安吉斯集团(DAN)旗下凯络媒体(Carat)正式被任命为喜力啤酒(Heineken)中国区的媒介代理商,凯络将负责喜力品牌中国区2020年度品牌活动与全球赞助平台相关的媒体策略和投放业务。 2018年5月,喜力啤酒在全球范围内召集媒介策划及购买业务的比稿。当时在中国区,就是由凯络和星传媒体两家展开PK。

 

乙方

 

有赞教育宣布开启直播流量全额补贴计划

 

有赞教育宣布开启直播流量全额补贴计划,即日起,凡是订购有赞教育的教育机构,使用视频直播工具产生的直播流量费用,全部由有赞教育进行全额补贴。3月6日,有赞教育上线了视频直播功能,为所有有直播需求的教育品牌提供服务。

 

趋势


凯度分析如果品牌削减广告,将使未来情况更糟糕

据凯度(Kantar)最新一项分析表明,在新冠病毒大流行期间,品牌如果削减广告将为其带来毁灭性影响,以及这些品牌在经济复苏时的相对表现。虽然Kantar的报告没有提供任何关于身体健康措施的建议,但它显示了在类似危机中削减广告的品牌所受到的影响。在这份报告中,凯度用美国经济大萧条时期的数据来模拟新冠肺炎疫情对品牌的影响。


中消协发布直播电商调查报告:37.3%受访消费者在直播购物中遇到过消费问题

 

中国消费者协会发布《直播电商购物消费者满意度在线调查报告》,报告显示,对于直播电商,消费者的主要担忧是“商品质量没有保障”和“售后问题”;有37.3%的受访消费者在直播购物中遇到过消费问题,反馈较多的问题是主播夸大和虚假宣传,以及不能说明商品特性的链接在直播间售卖。

 

腾讯CDC&喜茶:2019年喜茶用户洞察报告

 

调研数据显示,从消费时间来看,14-16点是用户最常喝喜茶的时间段,有46.4%的喜茶用户在此时间段喝喜茶,还有接近2成的喜茶用户曾在20-24点喝过喜茶。从消费场景来看,“逛街、购物时”最常见,占比67.8%;其次是“聚会、约会时”和“下午茶”;34.3%的喜茶用户常在看电影、看视频时喝喜茶。

 

调研数据显示,口味口感是用户最主要的关注点,远超其他因素。其他的关注点依次还有价格、热量和健康程度、这款饮品的人气口碑等。在北上广深中,上海的喜茶用户对于价格的关注明显更低、对于饮品是否是限时限定则更加关注;北京的喜茶用户对于饮品的外在颜值更加看重,对于内在原材料搭配的创意、相对没那么关心。不同星座,关注点也有差别。水象星座似乎更有主见,在选择喜茶饮品时对于人气和口碑的关注更低;土象星座对于健康和热量的关注则偏低、要喝就喝个痛快。

 

海外

 

为了寻求收益,平台可能会降低广告质量标准

 

Higher CPMs on connected TV may stave off low-quality inventory.

 

Publishers today face a similar challenge as they did during the 2008 financial crisis: the risk of lowering their advertising standards in search for short-term profits as the U.S. economy stares down a likely recession.

 

In 2008, publishers searching for revenue at a time when advertising fell off a cliff lowered their standards on ads, resulting in promotion for the likes of belly fat burners or get-rich-quick scams. Media companies may once again be forced to turn to the same tactics by the coronavirus.

 

“Publishers, in some cases, are really going to be in a fight for revenue,” said Interactive Advertising Bureau president David Cohen. “As such, there could be some looking for demand sources that might not be the sources they would be looking for in a normal cadence.”

 

Publishers are already in a financial squeeze from both marketers and vendors as buyers pull ad spend or block keywords and supply partners halt or adjust payment terms as they also brace for financial downturns.

 

随着新冠病毒对广告行业的挤压,当地媒体渠道也感受到了痛苦

 

Publishers are getting tons of online traffic, but can't monetize it."This was a natural disaster to the economy, but nobody knows when the recovery will start."

 

Thousands of journalists have lost their jobs in recent years, with the biggest blows dealt at the local level. As other businesses recovered after the 2008 financial crisis, they took their digital ad dollars to Facebook and Google instead of publishers’ websites and news pages. Local news organizations still haven’t found their footing.

 

Now, news organizations, as all industries, face a new economic threat. But this time, local publishers are without the last leg they had to stand on in advertising dollars from local businesses now forced close to stop the spread of coronavirus.

 

Gannett, among the largest local newspaper owners in the country, announced today that it would not pay workers making more than $38,000 for one week per month through June; The Tampa Bay Times is reducing its print schedule to two days per week while its newsroom continues to aggressively cover the virus; and alt-weekly owners with publications in multiple cities, like Euclid Media Group, have had to lay off huge chunks of their staff.

 

为什么Whole Foods、亚马逊、GE和Instacart的员工会进行罢工

 

Jordan Anderson, an Instacart full-service shopper in Portland, Oregon, started her job in April 2019. At first, she was making enough to sign a lease on an apartment. By December, however, she was borrowing money for rent.

 

But it’s not because Anderson couldn’t get enough work.

 

“I’m grossing around $2,000 a month and netting about $1,200,” said Anderson. “That’s about a 50-hour week, to pull in $500 to $600 a week.”

 

Anderson’s profits are low, she said, because even though she works long hours for Instacart, the company has her classified as an independent contractor. That means she receives no benefits and has to pay all of her own taxes, along with her car payments, fuel, tolls and any driving equipment needed for the job. She even has to purchase her own insulated bags for transporting food. She stays afloat by qualifying for food stamps and Medicaid.

 

广告代理商正在针对SSP提出更多中立性和透明度的问题

 

In the rush to control how SSPs manage programmatic auctions, agencies risk digging up old concerns around the neutrality and transparency of what they do.   

 

Strong ties to SSPs are now table stakes for the likes of Havas, GroupM and IPG to the point where they’re now legally binding in many cases. Havas plans to have contracts in place with four SSPs by the end of the year. GroupM formalized its ties to Index Exchange earlier this year and is now pitching the SSPs tech to publishers. IPG put out an RFP to those ad tech vendors last month.

整理自互联网

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