Morketing·营销人早报8.28：TikTok要求竞购方针对其在美业务出资300亿美元；FB预警:iOS14或致Audience Network广告营收下降超一半;小鹏汽车在美上市市值超175亿

Morketing·营销人早报8.28：

「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、家乐福将在西班牙收购172家门店，预计于2021年初完成

据MarkrWatch报道称，家乐福（Carrefour SA）周四表示，已达成协议，将收购西班牙Supersol旗下172家门店。家乐福称，这笔交易的企业价值为7800万欧元（9230万美元），预计将于2021年初完成。

2、达芙妮宣布彻底退出实体零售，去年日均关店6家

8月25日晚，达芙妮国际发布截至2020年6月30日的6个月业绩，营业额同比减少85%至2.12亿港元;股东应占溢利同比增长63.77%，但仍亏损1.41亿港元。与此同时，达芙妮国际在公告中宣布，将彻底退出中高档品牌的实体零售业务(包括中国大陆及台湾)。

3、呷哺呷哺：上半年营收为19.22亿元，同比下降29.1%

呷哺呷哺公布2020年中期业绩。报告显示，上半年公司实现收入人民币19.22亿元，同比下降29.1%；经调整亏损1.93亿元，上年同期经调整纯利2.10亿元。

4、蒙牛乳业：上半年营收为375.335亿元，同比下降5.8%

蒙牛乳业发布了中期业绩报告。报告显示，公司上半年营收为375.335亿元，同比下降5.8%；净利润为12.12亿元，同比下降41.7%。

5、华谊兄弟：上半年营业收入3.24亿元，同比减少69.88%

华谊兄弟公布了2020年上半年业绩报告。报告显示，公司上半年实现营业收入3.24亿元，同比减少69.88%；归属于上市公司股东的净亏损2.31亿元，上年同期净亏损为3.79亿元。

6、小鹏汽车在纽交所上市，开盘涨56%

北京时间8月27日晚，小鹏汽车正式登陆纽交所，股票代码“XPEV”，开盘报23美元，涨56%，市值现超175亿美元。

二、互联网平台

1、字节跳动确认TikTok首席执行官凯文·梅耶尔辞任

字节跳动确认TikTok首席执行官凯文·梅耶尔辞任，并表示：尊重凯文的决定，也感谢他为TikTok付出过的努力。瓦妮莎·帕帕斯（Vanessa Pappas）将暂代TikTok全球负责人，并继续带领TikTok美国团队。凯文·梅耶尔于今年6月1日正式加入字节跳动，担任字节跳动COO兼TikTok全球CEO，负责TikTok、Helo、音乐、游戏等业务，同时负责字节跳动全球部分职能部门（不含中国）。

2、王祖蓝将于8月28日在苏宁抖音“超级买手直播间”直播带货

8月28日，王祖蓝将在苏宁抖音“超级买手直播间”直播带货，所有带货商品均来自苏宁易购，消费者在下单时无需跳转，可在苏宁抖音小店中完成购买，获得苏宁物流和售后服务的双重保障。据苏宁方面介绍，主力选品均价在千元以上，如iPhone11 128G 4449元、MateBook 4749元、戴森吹风机2299元、海蓝之谜面霜1399元。

3、抖音回应“将不支持第三方来源商品”：仅针对直播带货

针对“抖音将不支持第三方来源商品”的消息，抖音相关负责人表示，为进一步保护消费者权益，平台将加强直播带货管控。从9月6日起，第三方平台来源商品直播分享需要通过巨量星图平台匹配直播带货达人；从10月9起，第三方来源的商品将不再支持进入直播间购物车；小店平台来源商品不受影响。上述政策仅针对直播带货，短视频仍可正常搭载第三方链接商品。

4、TikTok要求竞购方出资300亿美元

据媒体报道，TikTok要求竞购方出资300亿美元收购其美国业务。此前，沃尔玛证实，该公司正与微软联手竞购TikTok。目前TikTok的主要竞争对手包括微软和甲骨文，至于最终的买家，目前尚未确定，谈判仍在继续。TikTok最快将于下周宣布交易，交易规模可能在200亿至300亿美元之间。

5、B站：二季度广告收入3.486亿元 ，同比增长108％

B站发布2020年第二季度财报。财报显示，二季度B站营收26.2亿元，同比增长70%，市场预期25.50亿元；调整后净亏损4.757亿元，上年同期为2.561亿元。广告收入为3.486亿元 ，同比增长108％。月活达1.716亿，同比增长55%；平均日活达5050万，同比增长52%；平均每月付费用户数达1290万，同比增长105%。

6、消息称阿里巴巴暂停对印度公司的投资计划，至少6个月

两位知情人士称，阿里巴巴集团已经搁置了投资印度公司的计划，至少在未来6个月内不会再投资印度初创公司。知情人士还称，对于已经完成的投资，阿里巴巴目前还没有减持或退出投资的计划。

7、联想控股：上半年营收1848.66亿元，同比增长3%

今日，联想控股发布中期业绩报告。数据显示，公司上半年实现营业收入1848.66亿元，同比增长3%；公司权益持有人应占净利润为6.37亿元，同比下降76%。

三、服务机构

1、腾讯云启Link Day参访微软、IBM等企业 ，共同探讨TO B企业全新打法

近日，腾讯云启Link Day举办了“走进To B标杆企业”专场。腾讯联合东华、北明、道一、悠络客等一众腾讯投后以及战略生态伙伴分别参访了微软、IBM、京东和东华四大企业，共同探讨了To B市场上的全新打法。Link Day是腾讯云启针对战略生态合作伙伴推出的增值服务平台。

四、案例

1、渡边直美×植村秀：秋日野红栗飒气出道

初秋飒爽来袭！日本彩妆大师植村秀，秉承日式匠心美学，携手日本时尚女王 Naomi 渡边直美，共同探索亚洲专属秋日气质色！呈献全新飒气显白小红方，红黑对撞外壳，摩登十足；色彩纯正，款款显白，明星色#野红栗BR784#，更犹如秋日山野红栗，饱满浓郁，气质出众。

2、三得利能量饮料：憨萌吉祥物变身超级猛兽

最近，三得利推出了旗下产品DEKAVITA C的新广告片。短片中，在日本很有人气的五位地方吉祥物熊本熊（くまモン）、Sento kun（せんとくん）、Kapal（カパル）、Nyango star（にゃんごすたー）、船梨精（ふなっしー）进行参演。

五位吉祥物通过饮用DEKAVITA C后瞬间充满元气华丽变身，来展现这瓶能量营养饮料能让“憨萌”变身“超级猛兽”的超强效果。

3、新西兰爆笑宽带广告：这个世界，随时都要卡住

Chorus是新西兰的电信基础设施提供商。近日，其推出一支短片，夸张演绎了一个“网络不好”的男人的生活。画风清奇，每个网上冲浪的人对其中的现象应该都不陌生。

这个叫Kyle的男人，他会在倒垃圾的途中卡顿两秒，世界突然静止；他看的报纸，也是缓慢地加载出来，像极了我们浏览网页时图片加载出来的模样；当Kyle和朋友们视频时，朋友被镜头前他的模样震惊，他却丝毫不知；他修剪自家的花丛，节奏忽快忽慢不连续，仿佛是个躁郁的人…

五、趋势观察

1、阿里巴巴副总裁吹雪：未来3年内让家装的数字化率由10%提升至20%

阿里家装生态战略峰会上，阿里巴巴副总裁、天猫家装事业部总经理吹雪表示，2020财年，天猫家装成交额突破1亿的品牌数量达到111个；增速超过100%的品牌，超过2000个。家装的数字化提前了3年。未来3年内让家装的数字化率由10%，提升至20%，成交规模达到1万亿。

六、海外营销

1、LinkedIn详细介绍了即将发布的有关用户安全的更新

LinkedIn revealed some changes that are coming in order to better ensure the safety of members of the professional network.

Vice president of product, trust Tanya Staples said in a blog post that LinkedIn’s policies are being updated to reinforce the fact that “hateful, harassing, inflammatory or racist content has absolutely no place on our platform.”

She added, “In this ever-changing world, people are bringing more conversations about sensitive topics to LinkedIn, and it’s critical that these conversations stay constructive and respectful, never harmful. When we see content or behavior that violates our policies, we take swift action to remove it. We’re starting to roll out new educational content in the feed as you post, message and engage with others, to review our policies and to always keep things professional.”

Staples also detailed LinkedIn’s use of artificial intelligence and machine learning, including an ongoing partnership with parent company Microsoft, saying that it is using AI models to find and remove profiles containing inappropriate content, and the professional network created the LinkedIn Fairness Toolkit to help it measure multiple definitions of fairness in large-scale ML workflows.

LinkedIn also implemented AI to help stop inappropriate, inflammatory, harassing and hateful content sent via private messages. Users will see a warning that enables them to view and report the content, or dismiss the warning and mark it as safe.

2、FB预警：iOS 14或致Audience Network广告营收下降超一半

The impending rollout of Apple’s iOS 14 will bring big changes to Facebook, most notably the end of collecting iPhone identifiers (IDFA), and the social network is warning advertisers to expect weaker ad performance as a result.

By pausing IDFA collection, Facebook will effectively halt serving personalized in-app ads to iPhone users once they upgrade to iOS 14, an update that is expected as soon as next month and likely to have far-reaching implications for the industry.

The move will “disproportionately affect Audience Network,” the social network’s ad network for app developers, with Facebook claiming the pending update from Apple may render the network so ineffective that it “may not make sense to offer it on iOS 14.”

Sources told Adweek the social network informed publishers to expect up to a 50% reduction in ad revenue from Audience Network in the days running up to the announcement.

3、Facebook开始寻找新的CMO

Facebook has officially started the search for its highest-level job opening: chief marketing officer.

Facebook’s career site now has an entry about the position as the social network looks for a replacement for current CMO Antonio Lucio, who leaves his post Sept. 18.

“Above all, this executive has demonstrated success managing high-profile brands, with a focus on technology brands,” the job description said. “This person is extremely passionate and energized about Facebook's products and company mission to bring the world closer together.”

It’s a fairly standard job ad, but the challenges for Facebook’s CMO will be anything but routine. The company is in the middle of one of its most tumultuous periods with critics swarming to call out Facebook’s missteps at every turn. Just this year, regulators have dug into Facebook’s business operations. CEO Mark Zuckerberg was called to testify to Congress about anti-competitive practices. There also are civil right groups pressuring the company and its advertisers over claims that the platform is rife with hate speech and disinformation.

4、WarnerMedia向政治广告商开放程序性购买

WarnerMedia is allowing political advertisers to purchase digital inventory programmatically ahead of the presidential election, while still ensuring creative meets network standards.

Political and advocacy advertisers, which previously have been barred from buying ads programmatically due to concerns around the inability to pre-approve creative, can now purchase inventory in a private marketplace powered by WarnerMedia’s ad unit Xandr. Digital video, display and connected TV inventory will be offered in the marketplace and will be biddable.

5、品牌如何创造原创和有趣的内容

As hunger for it grows, the focus of original content is evolving. The era of collaboration, personalization and engagement metrics calls into question the strategies on which businesses once relied.

Original content should say something meaningful, whether through recognizing and responding to audience desires or offering a unique perspective that helps orient the brand’s role in the world. Fueled by data and high production value, quality original content not only builds equity for a brand but can help it connect more authentically with new communities in the process.

Original content that focuses on what a brand stands for–and not its product—builds trust and relevance. Here are four other strategies to make original content stand out:

Content should stand on its own；Have a perspective your audience wants to see；Start with insights, then build for engagement；Pick the right platform—and the right format。