Morketing·营销人早报9.11:Facebook开始限制广告量;百胜中国计划开设800多家门店;字节跳动寻求避免全面出售TikTok;
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Morketing·营销人早报9.11:Facebook开始限制广告量;百胜中国计划开设800多家门店;字节跳动寻求避免全面出售TikTok;

Rita Zeng · 2020-09-10 20:29

【摘要】今日营销资讯

「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

 

安踏启动数字化转型


安踏集团线上发布半年报,上半年收入为146.69亿元,同比减少1%,企稳复苏的速度位居行业前列;毛利率达56.8%,比去年同期增长0.7%。数据显示,今年上半年,安踏集团旗下两大主品牌中,安踏品牌收益67.77亿元,下跌10.7%;FILA品牌收益71.52亿元,增长9.4%。此外,以DESCENTE(迪桑特)为首的其他品牌增长达8.3%,集团电商业务流水同比增长超过50%。


同时安踏集团宣布,将启动数字化转型战略,将由“批发分销的零售模式”向“直面消费者的直营零售模式”转型。


LVMH计划起诉Tiffany


奢侈品巨头LVMH于本周四发布声明称,对蒂芙尼(Tiffany)决定提起诉讼的做法“感到惊讶,相关指控完全没有事实根据,该品牌显然很早就为此做好准备,并以一种具有误导性的方式告知股东”。此外,鉴于蒂芙尼在疫情期间管理不善、导致其上半年业绩大跌,LVMH决定对该品牌提起诉讼,称后者面对危机时没有遵循正常的业务操作。


百胜中国今年仍计划开设800-850家门店


百胜中国CEO表示,华东地区业务强劲,全国复苏步伐良好。今年仍计划开店800-850家。

 

内衣品牌“Ubras”完成数亿元B+轮融资

 

内衣品牌“Ubras”于近日完成数亿万元B+轮融资,由红杉资本领投,老股东今日资本跟投。Ubras成立于2016年,高管团队及历史投资人均为女性,2018年,Ubras创新推出“无尺码”系列内衣,将内衣标品化输出。本轮融资将主要用于产品研发、供应链端升级、消费者购物体验优化等方面。

 

男士化妆品品牌“蓝系”获近1500万元天使轮融资

 

男士化妆品品牌“蓝系”于近日完成近1500万元天使轮融资,投资方为洛克基金,嘉音资本担任独家财务顾问。蓝系成立于2019年3月,旗下拥有男士护肤线和男士彩妆两条产品线,目前共推出11款SKU,包括四合一男士洗浴乳、唇膏、面膜、BB霜、眉笔等品类。本轮融资将主要用于品牌升级、产品打磨、渠道完善等方面。

 

二、互联网公司

 

字节跳动寻求避免全面出售TikTok


一位知情人士透露,字节跳动目前正在与美国政府讨论潜在的解决方案,从而允许其保留TikTok美国业务的部分所有权,同时满足中国和美国监管机构的要求,这些可能性中,包括将TikTok数据的运营控制权移交给一家美国科技企业,同时字节跳动依然持有部分资产的所有权。

 

微信小程序品牌商家自营 GMV 同比增长 210%


9 月 9 日,在 2020 腾讯全球数字生态大会·微信专场上,微信团队表示:小程序正加速完善自身商业化闭环的能力,小程序生态也将进入到一个开放的全新阶段。公布数据显示,截止到 2020 年 1月-8 月,小程序商品交易 GMV 同比增长 115%,品牌商家自营 GMV 同比增长 210%。其中,增长最快的行业为日化、奢侈品、购物中心和百货。


eBay将于2021年第一季度在法国、意大利和西班牙推出支付管理业务


eBay将于2021年第一季度在法国、意大利和西班牙推出支付管理业务,为买家提供灵活的支付方式和选择。2018年9月,公司在其美国网站开始对一组合格卖家推出支付管理业务。随后,这一业务于2019年在德国开始推广,于2020年初在英国、澳大利亚和加拿大推广。

 

腾讯汤道生:将投入100亿元资源帮助中小企数字化转型升级


腾讯公司高级执行副总裁、云与智慧产业事业群总裁汤道生在2020腾讯全球数字生态大会上透露,在产业数字化浪潮中,中小企业的数字化升级还面临产品、技术、人才等方面的诸多问题。汤道生宣布,腾讯将投入100亿元资源,与合作伙伴一起,打造100个中小企业专属SaaS产品及方案;联合100家合作伙伴,打造100种数字化培训课程,帮助中小企数字化转型升级。

 

天猫:将推出一系列计划为新品牌定制专属的营销活动

 

天猫方面提供的数据显示,2019年,天猫上新增了70%的新品牌。另外,今年618期间,26个细分领域的第一名由不到3年的新品牌创造。天猫将推出一系列的具体计划,输出数字技术能力,为新品牌定制专属的营销活动,还将联动盒马、大润发、零售通、银泰等阿里经济体力量,为新品牌形成全面的本地化营销渠道。

 

斗鱼“直播+云游戏”互动玩法即将上线

 

腾讯云正式推出“互动云游戏”解决方案。腾讯透露,以电竞为核心的多元化社区斗鱼将率先应用该方案,与腾讯云共同开发“直播+云游戏”互动新玩法。该功能上线后,用户在观看游戏直播时,则能够申请与主播一起开黑、PK,实现“操作权移交、用户双人/多人对战”等功能,让“你行你上”成为现实。

 

三、服务机构

 

麦肯世界集团任命陆怡华(Emily Chang)为麦肯中国首席执行官

 

麦肯世界集团今日宣布,任命陆怡华(Emily Chang)为麦肯中国首席执行官。她从美国移居至上海,将接替现任CEO沈诏焕(Ronald Sun)的工作。

 

四、案例

 

奥利奥×宝可梦联名推出新包装

 

近日,奥利奥与宝可梦联名,巧脆卷、巧心结等七款产品联名新包装萌力出道。


 

喜茶 × % ΔRΔBICΔ 开启灵感新探索

 

近日,喜茶 × % ΔRΔBICΔ (% Arabica)全球首个联名快闪店空降魔都。活动将从 9 月 10 日至 10 月 8 日 10:00-21:00,坐标在上海芮欧百货 1F 室外广场。

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五、趋势洞察

 

研究了1000个新品牌,总结出8条新品牌失败的重要原因

 

1、陷于产品自嗨,而忽略用户需求

2、死于股权纠纷,忽略企业管理

3、选错赛道,进入无论如何努力,也做不起的失败困境

4、急功近利,在赚短线钱还是长远品牌的钱之间摇摆不定而死

5、死于流量饥渴症

6、乱用咨询公司,整天品牌主张变来变去

7、盲目迷信资源,总觉得抱个大腿就能发财

8、资本饥渴症,认为烧钱可以烧出一个品牌

 

Tinuiti:2020年Q2谷歌广告报告

 

根据Tinuiti最近的一份报告,2020年第二季度,购物广告在美国谷歌付费搜索收入的份额超过60%,高于去年第二季度的57%。在电子商务受到新冠肺炎疫情的显著影响之际,Tinuiti的报告列出了这些变化是如何影响谷歌购物广告的。数据发现,尽管第二季度谷歌购物广告的每次点击平均成本下降了13%,但支出却增长了34%。这是过去四个季度最强劲的支出增长,伴随着点击量的进一步增长,点击量增长了53%。

 

朱民:5年后全球前十大企业将全是科技公司


清华大学国家金融研究院院长、国际货币基金组织前副总裁朱民表示,如今经济最大变化来自于科技,数字化科技转型大潮正在到来,有三到四个主要推力。“不用再过10年,再过5年,前十家企业一定全部是科技。”朱民认为,近几年中国的科技发展走在了世界前沿。目前全球20家最好的人工智能企业,美国八家、中国七家,值得注意的是,这七家里面还不包括阿里和腾讯。

 

我国超9成电竞相关企业成立于5年以内

 

天眼查专业版数据显示,截至8月26日,以工商登记为准,我国目前状态为在业、存续、迁入、迁出的电竞相关企业超过1万家。地域分布上看,相关企业数量最多的城市为深圳,共有979家,其次是长沙和海口,均超过了500家。据艾媒咨询分析,移动电竞大约在2016年爆发。我国超9成电竞相关企业(全部企业状态)成立于5年以内。另外,2020年上半年,电竞相关企业注册数量为1,614家,同比增长22%。

 

六、海外

 

Oracle数据云将从9月15日起停止在欧洲提供第三方数据定位服务

 

The third-party data party is over in Europe – for Oracle, at least. Ronan Shields reports at Adweek that Oracle Data Cloud will stop offering third-party data targeting services in Europe as of Sept. 15. ODC reps began contacting partners to alert them to the news this week. There will be no impact to Oracle’s first-party data practices. The news follows ODC’s decision last year to stop using AddThis data across the pond.Oracle’s move now is likely motivated in large part by privacy considerations. The software giant is facing a multibillion-dollar class action lawsuit, brought in August, alleging GDPR violations. At the same time, ODC’s data marketplace, BlueKai, used to rely heavily on AddThis data to flesh out its segments. It’s possible that once the AddThis spigot was turned off, there was a palpable effect on the BlueKai revenue line in Europe.

 

Facebook开始限制广告量

 

In February 2021, Facebook will start limiting how many ads a page can run at any given time.

 

Facebook is making the announcement now so that developers have more than enough time to prepare for the change, said Graham Mudd, Facebook’s VP of product marketing for ads. The change will roll out between February and the summer of next year.

 

As Facebook layers more automation into its ad products, capping the numbers of ads per page should actually help with ad performance and reduce ad prices, Mudd said.

 

Because machine learning enables efficient experimentation, Facebook can show ads to enough people to quickly understand whether those ads are relevant, before scaling up or deciding that the ads aren’t working, he said.

 

When marketers create an ad set in Facebook, the ads immediately enter a learning phase, during which Facebook’s ad delivery system tries to figure out the most efficient way to deliver the ads.

 

The more ads that an advertiser throws at the wall – “spaghetti-style,” Mudd said – the more difficult it is for Facebook to understand with statistical significance which ads are likely to work well and deserve more budget. With too many ads in the system for a specific advertiser, Facebook isn’t able to learn enough about any one ad because each ad is being delivered less often.

 

IAB任命David Cohen为新任CEO

 

The Interactive Advertising Bureau has a new chief exec.

 

David Cohen, who joined the IAB as president in March (three days before the White House declared COVID-19 a national emergency), is stepping into the top role, the trade org said Wednesday. He’ll also serve as CEO of the IAB Tech Lab, the body responsible for honing and developing ad industry standards.

 

Randall Rothenberg, who held the CEO position for 14 years, will become executive chairman of the IAB through 2022 and report to Cohen. Rothenberg will be full time through the end of the year focusing on public policy, supply chain transparency and D2C brands, after which he’ll transition to part time.

 

电子商务正在推动联合利华媒体支出变得更多

 

With online grocery sales showing no signs of slowing down even as lockdowns relax, Unilever’s media spending is shifting accordingly.

 

In fact, e-commerce is increasingly driving media spending for the CPG giant. And other retailers, whether it’s Amazon or Walmart, are quickly becoming staples on media plans that are starting to focus more on driving online sales.

 

More than 8% of the advertiser’s total sales now come through e-commerce channels. Last year, that figure was 6%. In 2020, the trajectory of e-commerce is on an even steeper upward curve. Over the first six months of the year, the company made €2.2 billion ($2.6 billion) of sales on an underlying sales growth of 49%. For context, Unilever made €3.12 billion ($3.7 billion) from e-commerce sales for the whole of 2019.

 

While there may be some slowdown as lockdowns ease, e-commerce is unlikely to revert to pre-pandemic levels, said Claire Hennah, vp of e-commerce at Unilever. And as those shopping behaviours mature, Unilever’s e-commerce strategy is expanding, covering technology platforms, retailers and delivery apps.

 

“这是他们第一次倾听”:苹果在广告行业中表现出更加和缓的态度

 

“It’s complicated” is probably the best way to describe Apple’s relationship with the advertising industry in recent years. Apple itself is a much-lauded marketer that leans on glitzy advertising to sell its smartphones and services. It recognizes developers rely on advertising in order to keep its App Store thriving with free-to-download apps.

 

Yet the company has also positioned itself as Silicon Valley’s bastion of privacy. Apple CEO Tim Cook has many times denounced online advertising industry practices that allow for third-party companies to stitch together profiles of users.

 

“They absolutely care about advertising in the big picture sense and their own ability to advertise their own brand,” said GroupM global president of business intelligence Brian Wieser. “But we know that there’s some cultural allergies to advertising as it’s been practiced by the industry, both in terms of how [the industry sells] ads and how [its buys] ads.”

 

Apple’s ambivalence towards the ad industry was again on full display between its June announcement about a new app privacy update set for this fall — and then its subsequent announcement earlier this month that it’ll delay the change until next year to give developers more time to adjust.

整理自互联网

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