一、品牌

长安与华为打造的高端品牌本月发布，未来有独立上市计划

长安汽车与华为、宁德时代联手打造的高端新能源品牌（AB品牌）即将亮相。有传言称，AB品牌将会包含在长安新能源公司资产包里，未来将独立上市。5月19日，长安汽车执行副总裁谭本宏表示，长安新能源和AB汽车是两个独立运营公司，拥有不同的产品品牌和产品区隔。AB品牌将独立发展，独立进行市场化运作，并整合战略合作伙伴资源，有独立上市计划。记者同时了解到，AB品牌最快将于本月内发布。

名创优品：2021财年第三财季营收为22.294亿元，同比增长36.5%

据悉，名创优品发布2021财年第三财季的业绩报告。财报显示，该季度，名创优品营收为22.294亿元，同比增长36.5%；调整后净利润1.49亿元，同比增长9.5%。

Chanel深圳首店将落户万象城

继10年前在广州太古汇开设精品店后，Chanel将在深圳湾万象城开设新店，标志着该品牌进一步布局华南市场的决心。据贝恩公司联合意大利奢侈品协会Fondazione Altagamma发布的最新报告显示，得益于中国消费者对奢侈品需求的持续高涨，全球奢侈品市场在第一季度恢复增长，与2019年相比上涨1%，按固定汇率计算录得2%至3%的增幅。

美瞳品牌 moody 官宣利路修为品牌代言人

近日，美瞳品牌 moody 正式宣布利路修担任品牌代言人。

美的进入汽车行业

美的集团旗下威灵汽车部件公司宣布针对新能源汽车的三大产品线正式投产，产品包括电动压缩机、共用平台电子水泵、驱动电机、电子油泵等，专注为车企提供汽车零部件

二、互联网平台

张一鸣卸任字节跳动CEO，联合创始人梁汝波将接任

张一鸣今晨十点在字节内部发布内部信，正式确认将辞去字节跳动CEO职位。梁汝波将于2021年底前完成字节跳动CEO职责的过渡交接。

Shein取代亚马逊，成为美国安装最多的购物应用

据报道，App Annie和Sensor Tower数据显示，快时尚电子商务应用Shein取代亚马逊成为美国iOS和Android平台下载量最多的购物应用。这家初创公司尽管估值超150亿美元，但一直保持着异乎寻常的低调并试图不让媒体知道自己。这款应用被关注中国的互联网分析师Matthew Brennan称为“电子商务用的TikTok”，它也是中国制造的。

京东一季度营收超预期

一季度，京东营收2032亿元，市场预期1920.04亿元，上年同期1462亿元。

魔筷科技发布“源头好货+品牌”双引擎战略

据悉，5月18日，魔筷科技发布“源头好货+品牌”双引擎战略，计划改造10000+源头工厂，并通过溯源活动打造1000+溯源工厂，同时将企业愿景改为“构建智慧高效的直播供应链服务能力，成就百万有梦想的人”，围绕“好品质、好价格、好履约”打造新型直播供应链。

唯品会：一季度营收为284亿元，同比增长51.1%

唯品会发布2021年一季度财报。财报显示，一季度，唯品会营收为284亿元，同比增长51.1%；Non-GAAP净利润为17亿元，同比增长73.7%。

拼多多“百亿补贴”开始抽佣，生鲜类目先行

拼多多“百亿补贴”今年1月向商家宣布对其将开始抽佣，3月正式施行，抽佣比例为1%-3%，知情人士称各类目抽佣比例基本是天猫的一半。生鲜等部分类目现已先行实施。而此前，拼多多商家全站入驻实行“0佣金”。2020年拼多多“百亿补贴”整体GMV占比在8%-10%之间，内部设置的目标为今年 “百亿补贴” 的GMV实现翻番。一位接近拼多多的人士称，“百亿补贴”目前是拼多多流量最高的频道，每日约有1000万访客量。

爱奇艺CEO称会费涨价是行业必然趋势

去年11月，爱奇艺宣布VIP会员价格整体上调计划并开始实施，随后腾讯视频上调会员价格。对此，爱奇艺创始人、CEO龚宇在接受采访时表示，这不是创新，这是行业发展的必然趋势。“这是必然的涨价。我们投入大量成本，当年一集电视剧大概几千块钱，现在即使是我们不依赖于版权采购，但是版权采购一集两百万起，大家基本上能够看得上的剧都得两百万起，如果独播的可能要到六百万、八百万，所以说成本提高了，基于盈利要求，也得涨。”

三、服务机构

DDB发布全新品牌定位

DDB近日在其首届全体员工大会上公布了新的品牌定位，该大会在新西兰卡斯顿的一个牧场举行，全球一万多个员工在线参加了会议。会议场地的广告牌上写着的网址“www.unexpectedworks.com”能够链接到DDB官网的主页，具有焕然一新的视觉标识。

DDB全球首席创意官Ari Weiss说：“打造突破性创意作品以推动业绩成果的公式是永恒的。这就是我们如何利用每天都在变化的公式付诸实践。我们并不是在重新发明一套理论，只是用更专注的语言来描述事实。任何一个在DDB工作过的人都可以刻骨铭心地感受到我们‘意想不到的作品’的魅力。”

Chaka Sobhani升任李奥贝纳全球首席创意官 

Chaka Sobhani升任李奥贝纳全球首席创意官，接替任职两年的Liz Taylor。Sobhani担任李奥贝纳伦敦首席创意官已整整5年，她升任为全球创意领袖后，将继续领导伦敦分公司的创意工作。

Sobhani将在新的职位上与全球各地李奥贝纳创意团队紧密合作，代表李奥贝纳品牌、工作和文化，将创意能力带向更高水准。

四、案例

袋鼠妈妈献礼母亲节：这届孕妈还是原来的样子吗？

李宁带来重庆限定系列「雾都大势」

中国街头篮球从草根到厂牌，承载着无数年轻人的信仰和精神态度。2005 年创办的李宁叁加壹赛事已经扎根街头十几年，诸多街球好手们在这里成长并把街头篮球文化带入大众视野。之前李宁叁加壹赛事更是引入来源于音乐说唱领域的厂牌概念，展开了一场街头篮球赛事 IP 的潮流演变，让更多人感受到街球的魅力。

继「长安少年」、「少不入川」等系列后，李宁篮球的潮流品牌 BADFIVE 反伍此次借势带来了「雾都大势」主题系列鞋款，该城市限定系列包括惟吾 PRO 和 937 Deluxe Low 两双人气鞋型，目前已在中国李宁重庆来福士快闪店先行首发。

五、趋势洞察

土巴兔：2021年“90后”“00后”占互联网装修用户近半数

土巴兔大数据研究院发布了《2021装修消费趋势报告》。报告显示，2021年使用互联网装修产品及服务的用户同比增长106%。“90后”在互联网装修用户中占比最大，约39%。“00后”在互联网装修用户中占比4.46%。2021年一站式装修用户占比同比2020年增长160%，一二线城市小户型装修比例逐年提升，2021年60平以下用户装修占比同比增长近10%。

韩国方便面行业第一季度业绩同比下滑

据韩联社报道，韩国食品行业18日消息显示，今年第一季度韩国方便面行业的销售业绩普遍同比下滑，这主要是由于疫情下方便面需求爆发式增长后的逐渐降温，以及小麦等原材料价格和运费的上涨。其中，农心第一季度销售额同比下滑7.7%，为6344亿韩元，营业利润同比减少55.5%，为283亿韩元。三养食品第一季度销售额同比减少10.5%，为1400亿韩元，营业利润减少46.2%，为143亿韩元。

六、海外

沃尔玛电子商务增长强劲，亚马逊紧随其后

Walmart’s latest earnings report shows that the retailer’s digital expansion isn’t slowing down yet.

Walmart’s overall sales were up 6% compared to 2020 — and although some analysts had previously speculated that Walmart’s e-commerce business might be reaching a peak, online sales drove much of that expansion. The company reported that overall online sales jumped 37% compared to the first quarter of last year (the tail-end of which included the initial lockdown period in the U.S. and the subsequent e-commerce spike that it generated).

But Walmart’s strong earnings growth might belie concerns even from within the retailer itself about its overall trajectory. In a report that was leaked to Recode in early May, executives at the company reportedly expressed concern that they were on track to lose ground to several competitors — most prominently Amazon and Instacart — especially across e-commerce and in the grocery sector. An internal slideshow in the report cautioned that “grocery, the growth engine of the business, is losing share rapidly” for Walmart. Elsewhere in the slideshow, the company noted that it was struggling to retain people who signed up for Walmart+, the company’s subscription service modeled on Amazon Prime.

Bolstering those concerns, the research firm Edge by Ascential earlier this month released a report predicting that Amazon would overtake Walmart — which remains the leader in retail sales in the U.S. — in the retail sector by 2025.

Doug Koontz, the director of product and content strategy and analytics at Edge by Ascential, told Modern Retail that his firm’s report wasn’t necessarily bad news for Walmart. “Five years ago, I don’t think the outlook for Walmart was nearly this positive,” he said, noting that Walmart’s technology and logistics investments are keeping it competitive. That Amazon will likely overtake Walmart by 2025 is a slightly faster timeline than previously expected, but he said that was mostly due to the rapid rise of e-commerce across retail.

“Amazon’s e-commerce business is so much bigger than Walmart’s at the moment,” he said. “Even if Walmart is growing at a faster rate, those growth rates differences to make up that gap in the current state is sort of insurmountable.”

While Walmart’s e-commerce growth beat expectations, he said it doesn’t fundamentally alter that math. Below are some other takeaways from the big-box retailer’s most recent earnings.

DTC：初创公司仍在试图学习TikTok的成功之道

A quick glance at Hero Cosmetics’ TikTok page will serve up videos that run from the educational to the seemingly random. In one video, one of the company’s employees will pack up an order for a customer who has cystic or hormonal acne, as they talk through what products work well for this specific condition and why. In another video, some of the company’s employees make a dress out of packaging from the company’s signature acne packages.

Hero Cosmetics’ strategy is emblematic of many other DTC brands that are using TikTok right now; to put it plainly, everyone is still trying to figure out what types of videos work. Marketers and agencies say that success depends a lot on what type of content is trending on the For You Page. As a result, on TikTok, brands have to keep a closer eye on what new hashtags or video formats are trending, and figure out how to quickly incorporate that into their own content strategy. Additionally, brands are still trying to figure out whether to think of TikTok as more of a brand marketing channel, or as a sales driver. 

“One of my favorite things about TikTok is it is constantly challenging us,” said Rachel Finley, who leads content strategy for Hero Cosmetics. 

Karine Hsu, partner at combination growth marketing and design agency Slope, has noticed that brands seem to be more eager to test out TikTok as a marketing channel now than they were at the beginning of 2021. That’s because former President Donald Trump’s threat to ban TikTok unless it was sold to a U.S. company has all but subsided, now that a new administration is in charge. Additionally, brands have also been more eager to test out a slew of new marketing channels as the iOS14 update threatens the performance of Facebook ads, as Modern Retail has previously reported.

With all this put together, a broader TikTok strategy is materializing. While there’s no established playbook yet for how to succeed on TikTok, there were some commonalities in what marketers have told me works well on TikTok. 

Today’s consumers are mobile-first, with mobile phone users far outnumbering laptop and PC users.

This progress has radically changed the way consumers communicate, replacing traditional interactions with online messaging. Undoubtedly, businesses have been forced to adapt to a new type of communication, in order to provide a seamless buyer's journey and an excellent experience. They need to be present cross-channel and cross-device, in order to always be available to solve customer queries and questions. That is not always easy due to human limitations. And that is exactly where chatbots come in.

Chatbots, a great tool in conversational marketing, are designed to hold a conversation with human users and can be found everywhere, from smartphone apps for personal use to the company’s business website.

移动营销中为什么需要使用机器人？

Chatbots are mobile optimized and they provide high user engagement. And users seem to have developed a great liking for them, signalling that they are here to stay!

·56 per cent of people who would rather message than call customer service and an estimation

·85 per cent of customer interactions to be handled without a human in a few years

·At least 30 per cent of consumers are enthusiastic about chatbots 

WayMore helps companies optimize their marketing campaigns through intelligent products, like chatbots that elevate your customers’ experience, increase customer engagement, embrace scalability, and empower your brand.

The statistics above confirm that chatbots are a popular technology and are rightfully referred to as the future of marketing. The time has come to integrate them into your mobile marketing strategy.