Morketing·营销人早报6.24:加多宝重获使用“怕上火喝XXX”广告语权利;网信办约谈虎牙等11家网络平台
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Morketing·营销人早报6.24:加多宝重获使用“怕上火喝XXX”广告语权利;网信办约谈虎牙等11家网络平台

Sylvia Ma · 2020-06-24 07:52

【摘要】每日营销资讯

「Morketing·营销人早报」由Morketing Group出品,专门为营销人提供的每日早报,每日早8点整更新,围绕全球移动互联网、数字营销、广告主动态、互联网流量平台、服务机构、精彩案例,及全球营销趋势观察等展开,每天精选15-20条相关新闻,其中还包含5条海外新闻。

 

Morketing,提升营销人的全球连接效率。营销人的一天,从读「Morketing·营销人早报」开始。

 

一、品牌

 

1、天猫 618 诞生 26 个新品牌黑马 

 

天猫618累计下单金额6982亿元,同时一大批中小品牌、新品牌集中爆发,天猫正在成为新品牌的最重要的创业平台。6月1日至18日,入驻天猫不到3年的新品 牌表现抢眼,销售额800-1000万的新品牌数量同比去年增长2倍,26个新品牌拿下细分行业top1,成了这届天猫618最大的黑马。

 

2、蜜雪冰城门店数破万

 

6月22日,冰淇淋与茶饮连锁品牌蜜雪冰城官方微博宣布,蜜雪冰城全球门店数量突破一万家。蜜雪冰城成为首家门店数量破万的茶饮企业。同时,蜜雪冰城在门店挂横幅庆贺,同步开启门店破万家的促销活动。

 

3、缠斗10年,加多宝重获使用“怕上火喝XXX”广告语权利

 

6月23日,加多宝凉茶官方微信公众号上发布公告称,加多宝于6月18日收到最高人民法院民事裁定书,该裁定书裁定驳回广药集团关于加多宝使用“怕上火喝加多宝”侵权广药王老吉的再审申请。加多宝在公告中称,法院生效裁判书认定,“怕上火喝XXX”广告语系由加多宝首先创设并持续使用,在加多宝公司与广药集团商标许可使用关系已经终止,加多宝公司已将其凉茶产品改用“加多宝”商标的情况下,加多宝公司将其创设并一直使用的“怕上火喝XX”等广告句式改用在“加多宝凉茶”产品上进行宣传,因此,加多宝宣传使用的“怕上火喝加多宝”广告语,具有正当性,符合诚实信用原则和公认的商业道德。

 

4、华为在上海开设全球最大旗舰店

 

华为全球旗舰店.上海南京东路将于6月24日开业。这是华为继深圳万象天地店后的第二家直营店,也是迄今为止华为全球最大的旗舰店。

 

二、互联网平台

 

1、苹果iOS 14抢先体验:30个新功能

 

ARM 化的 Mac,在软件上能和 iOS 彻底打通,这算是 Mac 冒险一跃的好处。而苹果这些年自研芯片的技术积累,则是它敢这么做的硬实力。Mac 向前纵身一跃。整场 WWDC 2020 发布会时长 108 分钟,苹果在最后留了 40 分钟给 Mac。高级副总裁 Craig Federighi 发布了新的 macOS Big Sur,在近 20 年后终于将 macOS 的大版本号从 10 变成了 11。

 

2、网信办约谈虎牙等11家网络平台

 

3、腾讯直播生态服务商招募计划启动

 

腾讯直播宣布,正式发布“生态服务商招募计划”,邀请更多具有商家全域服务能力的电商直播服务机构入驻腾讯直播。据悉,此次招募计划对象包括电商培训、品牌营销、产业带直播基地、直播代运营、商家服务在内的五类生态服务商。不同的服务商需要满足不同的招募条件,达到入驻标准的服务商才可以入驻腾讯直播平台。

 

三、服务机构

 

1、Canva完成6000万美金的融资

 

6月23日 ,Canva今天宣布,公司完成最新一轮6000万美金的融资,将公司的估值提高到了60亿美金。新一轮融资由老股东红杉资本中国基金与澳大利亚黑鸟联合领投,费利西斯风险投资跟投。此外,Canva正式宣布面向中国市场推出SaaS产品Canva企业版,为大型企业和连锁经营企业赋能。红杉资本中国基金合伙人计越表示,“此次追加投资,红杉资本中国基金希望Canva中国和全球能够共同发力,使商业设计和个人设计平民化,并在公司层面持续保持强劲的商业增长。”·

 

2、宣亚国际发布智能应用技术平台“巨浪引擎”

 

6月23日,整合营销机构宣亚国际宣布发布全场景智能应用技术平台“巨浪引擎”。巨浪引擎是宣亚国际根据不同行业的多场景业务需求,基于人工智能技术、大数据分析及区块链等核心技术自主研发的全新数字营销运营服务引擎,可通过六大业务模块为不同的政企类客户实现技术赋能。

 

四、案例

 

1、百雀羚✖️曹翠芬拍了一条百年Vlog

 

6月23日,百雀羚携手宝藏级表演艺术家曹翠芬拍摄一支特别Vlog「一条拍了一百年的Vlog」,以年轻人喜爱的方式,展示一百年前上海原貌,据悉该系列Vlog还将继续发布。近日,百雀羚成为“2020全球最有价值的50个化妆品和个人护理品牌”榜单top20的中国品牌,该榜单由国际五大品牌价值评估权威机构之一的英国品牌评估机构品牌金融(Brand Finance)发布。作为具有百年历史的国民品牌,“火了一百年的爆款”百雀羚扎根中国文化,传承东方之美,在颇具创造性的营销上,呈现出了国货品牌在文化和审美上的传承和创新实力,而其品牌所带来的“国潮”也在不断扩大影响,成为市场热议话题。

 

2、特步×少林跨界IP合作:开门见山

 

今年夏天,特步×少林发生一场热血的IP合作——特步武林:开门见山。少林文化与现代潮流在此碰撞,一面是中国武术文化的传承,另一面是社交媒体上的一呼百应。更有大咖明星助阵,特邀谢霆锋和汪东城领衔各路KOL,battle卖货。

 

3、伊利安慕希:2020,我们重燃不止

 

2020的上半场,我们一起经历了一次世界级的动荡。突如其来地被改变着,改变我们的相聚方式、改变了办公的方式、改变了学习的方式,改变了出行的方式,改变了娱乐的方式…..

在无法预知的改变中,我们渐渐从惶恐被动,到主动出击。我们重新思考,再启征程,重新去改变这本就属于我们的2020。正是基于如此的洞察,李奥贝纳x安慕希,以“重燃2020,一起安慕希”这样一个campaign,去记录我们共同经历的2020,也是我们信念不熄的2020,更是我们重新出发的2020。7大明星,在日常的微光中,焕发照亮2020下半场的力量,和全民一起重燃2020!

 微信截图_20200624122354.png

             

 

五、趋势观察

 

1、泡泡玛特启示录:如何让大众消费者染上收藏癖?

 

2019年毛利率64.8%,复购率58%,营收16.8亿。这么亮眼的数据来自泡泡玛特,一家看上去小众、亚文化的潮玩公司。

小时候干脆面里的水浒卡牌,长大后王者荣耀的青铜王者,今天的泡泡玛特“盲盒”……消费者一遍遍的“患上”收藏癖这种人造病,而商家又通过“治愈”收藏癖,一轮轮的获利。

如何让大众消费者患上收藏癖?泡泡玛特的策略为:

1.利用“完满的执念 ”

2.表面记录 实际铺路 

3.让用户“哎呀,就差一点” 

4. 让努力变的毫不费力

 

六、海外营销

 

1、“还有很长的路要走”:广告代理商正在发布(员工)种族多样性数据,并承认不足

 

Over the last two weeks, holding companies like Interpublic Group and Dentsu as well as independent shops like Wieden + Kennedy and 72andSunny, among others, have publicly disclosed their diversity data. Below is a snapshot of the data — either via a spreadsheet or the agency’s Instagram post — that has been released so far.

 

The disclosure of agencies’ makeup in terms of diversity of employees follows an open letter signed by 600 Black agency employees calling for change with the ad industry to be more transparent and truly inclusive. The letter, which was driven by Nathan Young, group strategy director at Periscope, and Bennett D. Bennett, principal at Aerialist, led to the creation of a new non-profit that will work to advocate for Black agency employees, 600 & Rising, led by Bennett and Young.

 

Last week, 31 independent agencies signed onto a new initiative from 600 & Rising, Commit to Change, to publicly disclose diversity data. Many of those agencies have done so already (see below) but some like Observatory and Collectively say the data will be released in the coming weeks.

 

2、发布商将线上活动视为获取受众数据的新途径

 

In figuring out how to wring value from the present surplus of digital events, publishers are using them to collect valuable first-party data that can be used to monetize other parts of their business, ultimately reducing their reliance on third-party cookies.

 

Most digital events are free and their ability to generate revenue is —industry experts say — a third as effective as their in-person equivalents. As such, their value is as a tool to capture first-party data to drive registrations or enrich advertising through identity matching when third-party cookies are defunct.

 

“That is now the starting point of conversations with publishers,” said Tessa Barron, vp marketing for events platform ON24. “In a digital-first world, how can we give audiences the opportunity to tell us their interests so we can optimize their journeys going forward, either for ad engagement or ultimately to gain subscribers.” Barron added that “Suddenly, publishers realize the digital treasure trove of information that comes with that, data you can capture and build a strategy around so you’re not reliant on third-parties.”

 

3、经济衰退期间如何进行广告和营销

 

In every adversity, there is opportunity. The uncertainty of a recession and COVID-19–related market disruptions is undoubtedly daunting, but you can’t hide from it.

 

Here’s a nugget of truth that serves as good news: When a recession happens and causes everyone to panic and shrink their advertising budgets, your marketing voice naturally grows louder. Now is your moment to grab a bigger piece of the pie.

 

This is the secret of successful entrepreneurs like Sam Walton, founder of Walmart, who famously said of the 1990 recession: “I thought about it, and decided not to take part.” Brands like Amazon, Kellogg’s, Taco Bell, Target, and Toyota are increasing their marketing to drive brand awareness, thought leadership, and sales during these key moments when others are operating in damage control mode.

 

By taking bold, strategic steps now, you not only build a stronger brand that can withstand the current storm, but you also recession-proof your business to survive other dips down the road, enjoying sustained growth instead. That last bit is important, particularly when you consider that America has experienced some sort of recession every four years or so since 1900.

 

Here we take you through three approaches to recession advertising and marketing to help your company survive today and thrive in the future:

 

4、Talkwalker:乐高是世界上最受欢迎的品牌

 

It’s not especially surprising that Lego would make a brand hit list. The toy has become a staple of childhood (and, increasingly, adulthood too) for several generations now. Last year, for example, when Lego CMO Julia Goldin asked a packed Debussy Theater at Cannes Lions how many attendees had played with Lego as children, nearly every hand in the house went up.

 

But that Lego held the global top spot? That’s a little unusual—as were other “loved” names on the Top 10 list, including The Container Store, Four Seasons Hotels and Tiger Beer.

 

Most rankings of brands that are tops with consumers tend to be dominated by megacorporations and, in recent years, skew heavily to the tech side of things. Google, Amazon, Apple, Instagram—all are among the brands one sees repeatedly. By contrast, Talkwalker’s top tier not only contained a pharmaceutical company (Vertex, which makes cystic fibrosis drug Trikafta) but brands that many Americans would be hard pressed to identify, including Vroot (an international competitor to Netflix) and Bimbo (a Mexican bakery chain).

 

So what gives? As with other studies, Talkwalker took to forums including social media channels, news sites and blogs in search of postings and discussions about brands (718 brands and 750 million mentions). But while the firm looked for positive comments—including outright declarations of love for brands—it did not figure the raw number of those positive comments into its formulation. That’s because the world’s largest brands will, almost by definition, generate the most commentary by simple virtue of their size and reach.


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