一、品牌

滴滴出行在IPO前募资16亿美元

滴滴出行在IPO前募资16亿美元。（IFR）

极米科技：一季度营收8.15亿元，同比增长62.32%

36氪获悉，极米科技发布一季度报告，一季度营业收入8.15亿元，同比增长62.32%；归母净利润8946.17万元，同比增长106.87%；基本每股收益2.15元。

苹果CEO库克：M1芯片版Mac电脑销量已超过英特尔版

据媒体报道，苹果首席执行官（CEO）蒂姆·库克表示，搭载苹果自研芯片M1的Mac电脑销量已经超过了搭载英特尔处理器的Mac电脑。库克还表示，尽管去年11月才发布，但搭载M1芯片的Mac电脑销量现在占据了其Mac销量的大部分。（新浪财经）

Gucci母公司股价大涨逾4% 市值突破800亿欧元

据时尚商业快讯，尽管旗下核心品牌Gucci业绩仍未恢复疫情前水平，但开云集团第一季度整体表现超过市场预期，旗下的Bottega Veneta、Saint Laurent和Balenciaga韧性渐显，或成为集团新的支柱。截至周三收盘，该集团股价大涨4.17%至652.2欧元，市值突破800亿至814亿欧元，创历史新高。

完美日记母公司去年收入大涨近73%

据时尚商业快讯，完美日记母公司逸仙电商业绩继续高速增长，去年总营收同比大涨72.6%至52.3亿元，直营零售消费者规模大涨38%至约3230万。截至3月底，逸仙电商在各渠道官方账号粉丝数超过6000万。

期内，该集团核心品牌完美日记的表现稳居国内彩妆品类前列，总用户数达3000万，去年双十一天猫累计销售额破6亿元，连续两年蝉联天猫双11彩妆销售第一名。尽管受到疫情影响，该品牌并未放缓开店步伐，门店总数已达238家。财报发布后，逸仙电商周三股价大涨12%，市值约为69亿美元。

二、互联网机构

快手电商：2021年计划打造100个GMV超10亿的合作伙伴

据36氪获悉，快手电商负责人表示，2021年快手电商计划打造100个GMV超过10亿的合作伙伴，并将发布一系列红利计划，包括针对品牌、主播、服务商等不同角色的利好政策。

B站申请注册“神弹幕”“高能弹幕”商标

据36氪获悉，天眼查App显示，近日，B站关联公司上海幻电信息科技有限公司申请注册“神弹幕”“高能弹幕”商标，国际分类为网站服务，目前商标状态均为商标申请中。

腾讯与威海市商业银行达成战略合作

据36氪获悉，今日，腾讯与威海市商业银行在深圳签署全面战略合作协议，双方宣布将依托各自优势资源，探索打造智能化云计算技术平台与大数据平台等金融新基建，并在视频银行、微信生态场景、金融风控、移动开发等多方面展开深入合作，助推威海市商业银行数字化转型。

三、服务机构

消费者数据和营销中台“驰骛科技”获超亿元融资

36氪获悉，消费者数据和营销中台“ChiefClouds驰骛科技”已获得IDG资本超亿元的独家投资。本次融资后，公司将继续夯实在大型消费品企业的优势，规模化市场推广，并扩展服务的行业和客户类型。

网红第一股如涵控股完成私有化，从美股退市

钛媒体4月22日消息，上市仅两年的“网红第一股”如涵控股宣布完成私有化。美东时间4月21日盘前，如涵控股公告称，已经完成私有化交易，公司即日起从纳斯达克退市。

四、案例

内外与 Manner 带来三款春日特调

NEIWAI 内外以「城市探索」为主题，推出全新 2021 春夏少女系列，带着想象力、好奇心、小趣味，穿梭于春日的城市街头。NEIWAI 内外还与上海本土咖啡品牌 MANNER 联名推出「MANNER × NEIWAI 内外特调系列」，带来抹茶拿铁、绿野仙踪等充满春日清新感的饮品。同时邀请三位来自 MANNER 的女性咖啡师身着该系列单品，呈现生活及工作中真实自我的内与外，传递全新少女系列多场景灵动风格。据悉，此次特调系列饮品将于 4 月 19 日-5 月 9 日，在 MANNER 全国门店统一上新。

BronzeLucia 携百变 IP 登陆上海时装周

设计师品牌 BronzeLucia 一直传达着中式青春的国潮理念。Bronze Lucia 2021 秋冬上海时装周，大秀主题「Multi angle of her」，寓意为「多面的她」，以三部不同时期的独立女性电影为灵感-《爱玛》《小妇人》《瞒天过海•美人计》，探索不同时代中森罗万象的服饰文化，借由现代服饰传递优雅复古，多元青春的新锐风格。

此次上海时装周 Bronze Lucia 也将联名继续扩大延伸，与国际 IP 小布娃娃；国内品牌回力、薇娅 ITIB、永璞、西树泡芙、PEARLONA；影视动画 IP 百变马丁、同道大叔、荣耀乒乓共同呈现一场独特的视觉盛宴。BronzeLucia 通过拥抱个性趣味 IP 与品牌消费的跨类目联动，让「Fashion+生活」的美好探索成为现实。

百度中国版《小森林》，流口水了！

最食人间烟火色，且以美食慰风尘。在外生活的游子，最难忘和想念的一定就是家乡的味道吧！百度近日发布了一直小清新美食短片，简直就是中国版《小森林》。看完是不是已经开始分泌唾液了？活动还邀请到18位主播在百度电商直播推荐41种应季家乡货，包括大凉山桑椹干、广西鲜小竹笋、湖南野生春笋、江永糖心蜜薯等。

活动以“家乡”和“鲜”为主题，主打时令鲜货、新奇尖货和地方特色商品。它以高频低单价的三农产品为起点，帮助四川大凉山、湖南永州、山东平阴、广西贺州、云南普洱、吉林延边等各地乡村推广农特产品。

五、趋势洞察

哔哩哔哩：乘视频化浪潮，奔赴新十年征程

创立于2009年6月，最早是以ACG内容为主的视频弹幕网站，逐步发展为覆盖生活、游戏、娱乐、动漫、科技和知识等多元文化和兴趣内容，以PUGV为核心、包括OGV、直播、短视频等全场景的综合视频社区。

截至2020年四季度，B站平台的月活跃用户规模达到2.02亿，在中国互联网用户的渗透率达20.4%，其中35岁以下的“Z+世代”用户占比超过86%，每2位年轻人就有1位是B站用户。

友望数据：2021年Q1微信视频号生态趋势调查报告

2020年，微信视频号横空出世，跑步进入短视频、直播电商赛道。依靠微信巨大的流量池和强大的社交关系链，视频号成为了内容创作者们的流量新洼地，也被众人看作是短视频领域弯道超车的最后机会。

短短一年多的时间，从视频内容到直播带货，基建都已配备。而其“公域流量+私域流量”的独特优势，以及“视频号+公众号+小程序+小商店+社群+个人微信号+朋友圈”的强大闭环，给创作者们提供了无限的想象空间。

对于品牌企业主而言，公众号与视频号的打通，为日后“视频号成为企业官网”打下了基础，越来越多的企业、机构开始入局视频号，探索新的发展。

2021年Q1视频号生态发生了怎样的变化？创作者们如何顺势而为？品牌企业如何通过视频号实现新的跨越增长？广告主如何找到优质账号、优质主播，实现高转化？

从“她经济”到“TA经济“：美妆行业营销报告

六、海外

DTC和传统模式：在新TV时代里互相学习

"On TV And Video" is a column exploring opportunities and challenges in advanced TV and video.

Today’s column is written by Darren Moore, VP and head of product marketing, TVSquared.

The last few years have been lightning in a bottle for direct-to-consumer (DTC) brands, who are now investing in TV – but demanding more out of their buys. They prioritize impression-based measurement and data-driven insights to reach and engage with audiences across platforms and screens.

DTCs TV revolution & what the “old guard” is learning from it

DTCs take the lead on cross-platform TV strategies, which consist of testing and learning, around-the-clock measurement, regular optimization, audience intelligence and hyper-targeting.

But traditional brands have taken a page out of the DTC media playbook. While traditional advertisers have long seen TV as a vehicle for reach and brand building, now they want much more: leveraging video delivered across screens to drive sales, new customer acquisition and reach extension.

In a world where ecommerce is the norm, what are traditional advertisers learning from DTC brands?

To adopt impression-based advertising for linear & streaming: DTCs understand that despite endless debates and industry-wide conversations, a common currency does exist for all forms of TV – the impression. With their TV strategies built on impression-based advertising, DTCs get a consistent view across platforms, understanding how linear, addressable and streaming are working separately and together. This single source of truth for cross-platform TV campaigns not only holds TV accountable in a way it never has before, but it also gives advertisers a deep look into reach and frequency, unique reach and outcomes. And, of course, they are using this information to reallocate impressions across media partners and audiences to drive results.

To achieve outcomes – audience intelligence is better than reach: DTCs have proved that with digital, it’s all about finding, reaching and activating the right audiences whenever, wherever and however they consume content. With the advancement of smart TVs, linear ads can be tied directly to the household, delivering an entirely new level of audience intelligence (far beyond the “age and gender intel” most advertisers are accustomed to). Combined with the rise of streaming and addressable, audience-based targeting can become a larger part of TV ad strategies. DTCs proved that driving outcomes or achieving specific KPIs are not tied to mass reach. Rather it’s about using TV’s scale and available data to get in front of the audiences that will drive the best results.

 To embrace continuous optimization: DTCs approach TV with the belief that every single dollar spent has to work, which is why digital-like measurement is such a core component of their media strategies. They take those real-time insights and continuously make them actionable to improve reach and performance. They use the learnings to inform optimizations regularly, sometimes even weekly – whether it’s tweaking creatives, adding or suppressing publishers, adjusting frequency, making smarter day and daypart mixes or fine-tuning audience buys.

Pinterest与Shopify扩大合作伙伴关系

Pinterest is expanding its partnership with entrepreneurship company Shopify to 27 new countries to boost social commerce globally. 

The Shopify Pinterest channel now includes countries such as Australia, Austria, Brazil, France, Germany, Italy, Spain, Switzerland, and the UK. 

Through Pinterest's shoppable 'Product Pins' feature, more than 1.7m Shopify merchants around the world have an easy way to bring their products to the platform and be discovered by consumers. 

Merchants advertising on Pinterest through Shopify will also have access to Dynamic Retargeting for the first time, allowing merchants to re-engage with consumers who have already expressed an interest in their products on the site. 

Another feature being introduced is multi-feed support for Catalogues. Shopify merchants as well as any retailer with a Pinterest business account are now able to add up to 20 product feeds to their account, each indicating specific local data such as a currency, language or product availability. This not only allows businesses to upload a specific feed for each market they sell products in but also to upload feeds to serve different advertising strategies such as prospecting or retargeting.

Pinterest is a particularly desirable platform for medium and small businesses. This is because 97 per cent of the top searches on the site are unbranded and consist of 2-3 word queries, meaning businesses of any size have an equal chance to be discovered by the +450m consumers who are planning their next purchase.

"With the retail ecosystem profoundly evolving over the past year, we’re committed to supporting merchants of all sizes by providing them with a quick and easy access to our shopping features without the need to edit code or deploy resources so they can inspire consumers for what to do or buy next.” said Bill Watkins, Global Head of Mid-Market and Small Business Sales at Pinterest.