一、品牌

家乐福中国要做会员店，启动五年上市计划

苏宁家乐福CEO田睿透露，家乐福年内将开启会员店新业态，以上海为试点，首店将在今年第四季度正式面世。同时，为解决向会员店转型需要，家乐福中国计划接受外部融资，也启动了五年上市计划。

Kappa 举办运动时装中国首秀

近日， Kappa 运动时装系列中国首秀在北京亮相，大秀以「二进制风格系统」为主题概念，旨在解码当代中国青年群像，号召青年群体共同探索千变万化的审美选择，寻找自我专属的个性风格。

周柯宇成为羽心堂玫瑰花茶代言人

INTO1 成员周柯宇正式解锁成团后的首个个人商务代言，在这个浪漫的 5 月成为羽心堂玫瑰花茶代言人。

饮料品牌 KellyOne 官宣王一博担任苏打气泡水产品线「生气啵啵」代言人

饮料品牌 KellyOne 官宣王一博为生气啵啵产品线代言人，该苏打气泡水产品线目前有白桃、青梅、西瓜和桃花四种口味。

二、互联网平台

快手电商正式上线跨境小店业务“快手进口店”

快手电商上线跨境电商业务“快手进口店”，境外商家可开通进口店，向用户提供海外商品。目前开通快手进口店可享受跨境电商税收优惠政策，节省进口税费，并可加入好物联盟。快手进口店首期支持海外直邮和保税仓发货两种清关模式，支持海关口岸包括北京、福州、广州等15家口岸。

快手Q1：接近3亿日活，广告成为半壁江山

财报显示，今年Q1，快手线上营销服务收入为86亿，同比增长161.5%；每名日活跃用户平均线上营销服务收入为人民币29.0元，同比增长124.8%。

抖音电商人事大变阵：国内国际分区管理，引入阿里高P加码供应链

抖音电商现分为中国区和非中国区两个分区进行管理。原巨量引擎商业产品中国区负责人魏雯雯，空降抖音电商，担任抖音电商中国区负责人，或与现任抖音电商总裁的康泽宇平级。康泽宇仍是电商负责人，主要负责拓展电商国际化，即非中国区的管理。同时抖音电商部门也进行了细分，在核心的供应链方向上也引进了多位从阿里离职的高P级别人才。

前「Bumble」营销主管加盟“创投社交平台”「Lunchclub」

据全球交友产业网站《Global Dating Insights》报道，近日头部移动交友平台「Bumble」前营销副总裁 Chelsea Cain Maclin 在接受《福布斯》采访时谈到，她将加入“创投社交平台”「Lunchclub」。

外卖平台回应收费调整：美团强调透明化，饿了么强调费率低

饿了么副总裁王景峰回应外卖平台调整收费模式时表示，所谓透明化不是问题根本，解决不了外卖商家尤其是中小商户经营压力问题，饿了么坚持综合费率低于行业水平。此前，美团高级副总裁王莆中曾将外卖平台收费调整定义为“费率透明化”改革。

《网络直播营销管理办法（试行）》今日起实施 618直播有规可依了

5月25日起，由国家互联网信息办公室等七部门联合发布的《网络直播营销管理办法（试行）》(以下简称“《办法》”)正式实施。《办法》对直播营销平台、直播间运营者和直播营销人员的要求以及监督管理和法律责任作出规定，也在消费者维护合法权益方面，对直播平台提出很多要求，比如消费者跳转到其他平台购买商品或者接受服务，发生争议时，相关直播营销平台应当提供必要的证据等支持。

三、服务机构

Forsman & Bodenfors迎来新的全球CEO

MDC Partners旗下的创意热店 Forsman & Bodenfors日前宣布，Guy Hayward将辞去全球首席执行官一职，现任麦肯世界集团（McCann worldgroup）首席发展官的Toby Southgate将接替他的职位。

四、案例

MAXHUB总裁打叉自家广告牌：广告说了不算

快手×杨和苏《快意四川》，点赞热辣川味生活

《快意四川》以“川味生活”为主要内容，描述四川火锅、盖碗茶、川剧、蜀绣等人文特色，随着镜头的晃动与切换，四川的快意生活被展现地淋漓尽致，歌词中表达着对四川的无限热爱，以此引出针对四川地区的亿元红包活动。

五、趋势洞察

72%的美国高管正在利用社交媒体来吸引客户参与

SproutSocial发布了最新的“社交媒体报告”。大多数的高管（89%）对当前的社交媒体策略与互动体验充满信心。

72%的美国高管表示，他们目前正在利用社交媒体来吸引客户参与。他们还利用社交媒体进行销售（68%）、提高品牌意识（67%）和获得市场洞察力（65%）。

61%的受访者正在利用社交来产生潜在客户。大多数高管认为，目前的社交媒体策略在其他领域也很有效，如加强品牌形象（94%）、与客户接触（93%）和增加销售额（91%）。

蓝色光标：2021年新国货彩妆洞察白皮书

01、新国货彩妆品牌有什么特征？

颜值经济时代新国货彩妆品牌通过高颜值的包装吸引消费者目光；线上线下全渠道布局，不仅入驻电商平台，还不断尝试自建APP和小程序，并积极构建私域流量，加强消费者对品牌的认知；而后通过高性价比产品的打造，满足消费者需求；由表及里地吸引消费者。

02、新国货彩妆行业发展现状以及营销模式如何？

行业发展现状

新国货彩妆品牌在大众市场崛起：社交媒体、电商以及国潮的兴起助力品牌弯道超车，以完美日记、花西子为代表的国货新秀迅速成长，市场占有率不断攀升。

新国货彩妆品牌消费年轻化：新国货彩妆品牌的用户以年轻女性消费者为主，时尚新潮、高性价比、品类丰富的国货彩妆是她们的心选。

六、海外

群邑任命第一位全球首席创新官

GroupM promoted Krystal Olivieri to the newly-created position of global chief innovation officer.GroupM promoted Krystal Olivieri to the newly-created position of global chief innovation officer.Courtesy GroupM.

为什么Google优先考虑在隐私，衡量和自动化领域进行投资？

I’ve been building products at Google for 16 years, yet the last 18 months have been more disruptive and challenging for all of us than I ever could have imagined. I’ve met with many of you over the past year to understand how the pandemic is affecting your business and what you need.

Your stories of resilience, determination and ingenuity have been inspiring. And what I’ve heard and seen for myself are two massive shifts in how people are interacting with businesses. First, buying behaviors have changed dramatically, with people going online to explore, research and plan more of their purchases. And second, there’s been a boom in video streaming. These shifts have upended some of your plans and fast-tracked others.

At Google, we’ve been focused on how to help your business respond. For example, when we saw an increase in people shopping online last year, we realized that people weren’t just looking for things to buy; they were also looking for new, safer ways to shop in their local communities. In response, we accelerated our product roadmap for local inventory ads and launched curbside pickup, providing value to both shoppers and businesses.

There’s no playbook for navigating a pandemic that upends daily life and causes immense tragedy, economic upheaval and widespread uncertainty about what comes next. But we want you to know that Google is here to help you grow and be ready for what comes next.

TikTok推出音乐频道以吸引年轻的听众

Move over, Howard Stern. SiriusXM is trying to attract younger listeners with the launch of a TikTok music channel called (you guessed it) TikTok Radio. The service will broadcast trending music through the SiriusXM app, browsers and connected devices. Sirius – which owns Pandora and the podcasting company Stitcher – will also launch a Pandora series, called TikTok Tastemakers, with popular TikTok creators who host radio-style talk shows and curate playlists (and also promote the shows to listeners on TikTok). The deal is a win-win for TikTok and Sirius, since TikTok gets brand promotion and potentially more music industry inroads, while the old-school radio brand gains something to market to teens.

LiveRamp为第一方数据启动身份解析

LiveRamp is expanding into identity resolution with a new product called Portrait Engine.

The idea with Portrait Engine is to help marketers build identity graphs using only their own first-party data as the foundation.

The solution, unveiled last week at a Mobile Marketing Association virtual event about the future of online identity, is now in public beta and expected to be generally available later this summer.

As a data onboarder, LiveRamp’s bread and butter has been to match a marketer’s offline customer data with pseudonymous digital identifiers for the purposes of analytics or activation.

Think of it as the difference between connectivity and true resolution, said Dennis Ellis, VP of product and GM of identity infrastructure at LiveRamp.

“Historically, when we offered resolution capabilities, it was to connect things like CRM to digital identifiers for marketing purposes,” Ellis told AdExchanger. “In the past, our approach was. ‘Call us and we’ll give you back an ID based on the data points we’ve mapped together using what we know.’”