Morketing每日监测1.22:TikTok拟启动对日企投资;高浪与联合利华宣布成立合资公司i;喜茶回应暂无任何上市计划;
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Morketing每日监测1.22:TikTok拟启动对日企投资;高浪与联合利华宣布成立合资公司i;喜茶回应暂无任何上市计划;

Rita Zeng · 2021-01-22 08:33

【摘要】每日营销资讯

一、品牌

 

喜茶回应暂无任何上市计划

 

有传言喜茶即将上市。1月20日,喜茶方面表示,公司暂无上市计划。消费者对健康新式茶饮的需求增长迅速,深耕茶饮多年的喜茶尽管已实现估值翻倍,但均未传出任何上市计划。

 

高浪与联合利华宣布成立合资公司GoUni

 

近日,联合利华高端美妆部门和杭州高浪控股股份有限公司宣布成立合资公司GoUni(高优逸),共同打造中国本土的新锐高端美妆品牌团队,这是联合利华高端美妆部门成立的首个合资项目。

 

Burberry发布2021财年第三财季报告,中国大陆市场实现双位数增长

 

1月20日,英国奢侈品牌Burberry正式发布2021财年第三财季报告,数据显示其季度内零售收入688万英镑,按固定汇率计算同比下滑5%。

 

男士综合个护品牌理“理然”完成近1.5亿元B轮融资

 

男士综合个人护理品牌“理然”已完成近1.5亿元B轮融资,由M31资本与五源资本(原晨兴资本)共同领投,老股东SIG、虎扑等机构持续跟投。理然品牌于2020年1月正式对外上线,定位男士专用综合个人护理品牌,价格带处于品类中端定价,产品线覆盖面部护理、身体洗护、须发理容、身体香氛、彩妆等类目。

 

大众汽车集团全球执行副总裁、逸驾智能CEO苏伟铭确认离职

 

逸驾智能科技有限公司发布声明称,其CEO苏伟铭将离任大众汽车集团及逸驾智能有限公司。苏伟铭自2005年3月进入大众汽车集团,担任大众(中国)执行副总裁至今已有16年,期间还在合资公司担任职务。根据大众中国官网的介绍,此前苏伟铭的职务有“大众中国执行副总裁”,“逸驾智能董事、CEO”、“开迈斯新能源董事长”以及“大众中国销售公司董事长”。

 

二、互联网平台

 

TikTok拟启动对日企投资,扩大在日业务

 

1月20日,据日本共同通讯社报道,北京字节跳动科技公司将启动对日本企业的投资,计划近期在东京办公室部署专门负责投资业务的人才,通过向科技和媒体相关企业等出资与收购,扩大日本业务。


苏宁易购:与抖音电商达成深度合作


苏宁易购在互动平台表示,公司与抖音电商达成深度合作,双方在供应链服务和直播品牌IP打造等方面,展开全方位融合。目前,苏宁易购打造的“超级买手直播间”,长期位列抖音带货榜前列,同时公司也面向抖音生态输出供应链、服务。


拼多多内部启动作息调整等管理微调

 

据《晚点LatePost》1月20日报道,接连发生员工猝死和跳楼事件后,拼多多对内启动多项管理微调。其市场部门部分小组已将工作时长由“11-11-6”调整为“9-9-6”,个别部门发起上述作息二选一投票,而技术、产品、招商等部门未见调整。

 

滴滴调整组织架构:赵辉和石东海分任货运及代驾事业部总经理


从接近滴滴内部人士处获悉,滴滴城市运输与服务事业群今日发布内部邮件,宣布组织架构调整,赵辉和石东海分别担任货运和代驾事业部总经理。此外,宋宏伟将担任货运事业部城市配送大区负责人,牵头滴滴代驾、新桔代驾、货运的大区侧协同管理。

 

货拉拉将完成F轮15亿美元融资,高瓴领投

 

继12月22日完成5.15亿美元E轮融资不到一个月,货拉拉已于今日晚间完成了F轮融资中的前两笔交割,共计13亿美元,由其早期投资者高瓴资本领投。另有一笔2亿美元的第三笔交割尚在进行中。货拉拉投后估值达100亿美元。

 

网易宣布进军视频领域,投入10亿元现金支持创作者

 

网易宣布正式投入视频领域,并计划投入10亿元现金支持创作者。在网易全平台扶持1000家深度合作的优质MCN机构;打造2000位在网易域内拥有百万粉丝的“NEXT创作家”;重点孵化100个原生IP;帮助100万名内容创作者在网易域内获得商业化收入。

 

三、服务机构

 

日本最大广告集团电通卖楼求生

 

广告巨头日本电通集团已开始讨论出售位于东京都港区的本社(总部)大楼。预计出售金额达到3000亿日元,在日本国内不动产交易中或属于历史最大规模。

 

四、案例

 

HM 带你过不一样的春节

 

HM 邀请辣目洋子、徐若侨、杨英格格、女足王霜、肖杰一起,带来 2021 新春大片《&不一样》,通过混剪拼凑出不同年龄、身份的人们是如何奔赴同样的方向度过春节的,并宣传品牌推出的中国新年系列。

 

 

OPPO × Joshua Vides 携王俊凯推出限定手机

 

OPPO × 艺术家 Joshua Vides 携手代言人王俊凯推出 OPPO Reno5 Pro+ 艺术家限定版,秉承“想所未想”的理念,用二次元的线条和波点创新手机外观,传达超现实主义的浪漫。

 

 

五、趋势洞察

 

58同镇:2020年中国下沉市场快消品洞察报告

 

58同镇发布《2020年中国下沉市场快消品洞察报告》,报告显示,从消费开支来看,下沉市场用户月均快消品消费金额为1231元。两口之家的月均快消品支出金额相对较高,达到1588元。比较分析下沉市场用户的消费种类,58同镇数据表明,米面粮油类消费占比最高,达77.05%;其次是休闲零食和牛奶饮料,占比分别为65.21%和49.41%。

 

93.15%的下沉用户有网购经历,便捷是线上购物首要考虑因素。

 

报告显示,93.15%的下沉市场用户有过网购快消品经历,88.56%的用户会选择线上线下双重购物渠道,线上逐渐成为用户购买快消品的主要渠道。在线下消费场景选择上,65.09%的下沉市场用户选择大型超市,由于产品种类齐全、管理规范,商品整体有价格优势,因此备受消费者欢迎。

 

京东发布未来科技趋势白皮书

 

近日,京东集团技术委员会发布《技术重构社会供应链——未来科技趋势白皮书》。白皮书指出,数智化社会供应链具备数智化、全链路、社会化三大特征,以及深度技术、深度链接、深度数据、深度认知、深远目的5D属性。未来10年,人工智能、物联网、区块链、自主系统、下一代计算是推动5D属性实现的关键技术。

 

六、海外

 

IAB牵头的Ads.Txt计划为什么会失败?

 

Ads.txt was an ambitious initiative spearheaded by the IAB to clean up the digital ad supply chain and help publishers list the platforms allowed to sell their inventory. Yet, it has failed to bring transparency to the industry.

 

Launched nearly four years ago, Ads.txt set out to combat fraud, detect hidden fees and deter ad resellers. Since being introduced, it’s estimated that 45% of the top 1,000 domains have adopted Ads.txt.

 

Despite the initial excitement and consistent use, it’s hard to find proof points for Ads.txt’s success or to validate its claims that it has made “significant in-roads.” In fact, Ads.txt hasn’t just plateaued - in 2019, adoption by the top 1,000 sites was declining, according to Pixalate’s Advertising Trends Report.

 

Behind closed doors, publishers are venting their frustration, upset that the watershed moment they’d hoped for, when they’d finally see their inventory used transparently, never came. Instead ad fraud costs continue rising.

 

2021年需要关注的三个重要搜索趋势

 

Zero-click search

 

It’s called zero-click search, but it might as well be called zero-sum search because one player wins and everyone else loses.

 

A zero-click search is a search in which Google displays an answer at the top of the Search Engine Results Pages (SERP), eliminating the need for users to click through to a website. A single site that provides one authoritative answer is featured.

 

First, it has decimated search engine traffic for many websites. This is not good. Second, it has opened up an opportunity for small businesses to get traffic if they’re not the first result listed in the SERP for a specific query. Even with an answer on the SERP itself, many people will still click through for context. They’re going to click to read more from the site in the featured snippet, not the top page in the search engine results.

 

Furthermore, these featured snippets act as free advertising for your business. You’re building brand awareness and, even better, you can do it for free just by using your industry expertise to create useful content.

 

Google passage ranking

 

While Google announced the new passage ranking back in October, it’s slated to roll out in 2021. Like zero-click search, the goal here is to help users pinpoint the exact information they need.

 

代理商越来越清楚如何保持对营销人员的价值

 

Last year, change was thrust upon agencies. While shops grappled with a suddenly remote workforce, clients were pulling or pausing ad spend while asking agencies to reconfigure campaigns and messaging to ensure relevance.

 

Change will come this year, of course. But it will be more purposeful, as agencies, armed with learnings from 2020, double down on providing value to marketers.

 

“This next year is going to be about clients getting real about growth and agencies getting real about what that takes,” said John Harris, CEO of Worldwide Partners, a network of more than 70 independent agencies.

 

According to Harris, a recent study found a third of members are introducing new models for working with clients, while 42% identified a new agency model as the primary post-pandemic challenge.

 

While approaches will vary, industry observers agree agencies will prioritize removing outdated staffing models and leaning into areas of expertise.

 

新冠疫情是否会影响超级碗2021户外广告?

 

Super Bowl host cities normally get flooded with out-of-home ads leading up to the Big Game. However, this year OOH advertising might look different for Super Bowl 55 host city Tampa as rising Covid-19 numbers will likely lead to a significant decrease in attendance.

 

NFL commissioner Roger Goodell said the league plans to have as many fans as safely possible attend the event on Feb. 7, but capacity numbers—and who exactly will be invited—are still up in the air.

 

A representative from Outfront Media‘s Tampa Bay outpost, which operates more than 1,800 digital and static billboards in the area, said OOH advertisers are operating with a “wait and see” attitude. “We have had many inquiries and expect to see some last-minute buys based on the attendance guidelines set by the NFL,” the representative said.

 

Opinion on OOH seems split

 

Rick Robinson, CSO at outdoor agency Billups, said the pandemic will likely lead to less OOH advertising around the Super Bowl than in a typical year, but a desire to “be there” means brands will find ways to be involved.

整理自互联网

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