一、品牌

中金公司：看好中国功效性护肤品发展前景

中金公司研报认为，功效护肤已成为美妆消费新趋势。区别于一般化妆品以日常维养为主，功效性护肤品精准定位皮肤敏感、术后护理等诉求，具备高研发门槛和强复购属性，成为在颜值经济领域继美妆、医美之后挖掘的又一优质赛道。伴随消费者护肤理念升级和国货产品实力进阶，看好中国功效性护肤品发展前景，尤其是国货品牌成长机遇。

人民日报评论：网红奶茶不修“里子” 终会没了“面子”

某网红奶茶品牌部分门店存在食品安全问题。一边是行业蓬勃发展，另一边又是食品安全问题频出，令消费者心生忧虑。在激烈的市场竞争里，无论如何定位，不管是哪个品牌，食品安全永远是企业安身立命之本。营销或许能走红一时，但把更多精力和成本花在食品安全和品质上，才有可能赢得消费者长久的青睐。否则，消费者会用脚投票。

百事将33亿美元出售果汁品牌

当地时间3日，百事公司宣布，已同意将纯果乐(Tropicana)、Naked和其他北美果汁品牌出售给法国私募股权投资公司PAI Partners。这笔交易将为百事带来33亿美元的税前现金净收入，同时百事还将获得与PAI新成立的合资企业39%的股份。另外，百事将保留这些果汁品牌在美国的独家分销权。这项交易预计将于2021年底或2022年初完成。

喜茶回应明年赴港上市传闻：不实消息

爱马仕上半年利润率达到十年最高点

潮玩品牌“ToyCity”获渶策近亿元A+轮融资

二、互联网企业

阿里巴巴张勇谈“平台互联开放”：互联互通将产生新的改革红利

在阿里巴巴2022财年Q1财报分析师会议上，董事长张勇表示，互联是互联网的初心，开放是数字生态的基础，平台之间大循环能产生的社会价值，一定远远大过在单一平台内的小循环。平台之间互联互通，结果会是多赢，将产生新的改革红利，会与其他平台一起面向未来，相向而行。

三、广告案例

银联梦想系列：这个夏天每个人都值得拥有一个“大”梦想！

四、营销趋势

央视热评：整治不良粉丝文化乱象贵在“长效”

此次中央网信办、国家广播电视总局等部门深入清理涉粉丝群体违法违规和不良信息，目前已累计清理负面有害信息15万余条，处置违规账号4000余个，关闭问题群组1300余个。不得不说，国家出手的这一系列操作干脆利索。但这并非全部，下一步还将通过加强网上涉明星信息规范、强化账号管理、完善网络黑产打击机制、进一步压实网络综艺节目制作和播出机构主体责任等方式，为长效整治和规范粉丝文化打下坚实基础。

广电总局将严控偶像养成类节目

国务院印发《全民健身计划（2021－2025年）》：到2025年带动全国体育产业总规模达到5万亿元

五、海外营销

YouTube 获得更多国家品牌广告

Video Killed The TV Star

Comcast’s and Google’s earnings calls last week mark two converging trends in brand advertising and the decline of linear TV. NBC is haggling with advertisers of the Olympics because ratings are down – 42% down – at the halfway point, Bloomberg reports. On the one hand, NBC was dealt a crappy hand with an off-year, plague-ridden event. 

But the Olympics’ ratings decline track with cable TV overall since 2016, writes Ben Thompson at Stratechery. And on the flip side of the equation is YouTube, which had an absolutely monster quarter (year, really) and is starting to make serious headway into the pot of national brand advertising typically reserved for TV. Philipp Schindler, Google’s chief business officer, told investors that more than 120 million people watched YouTube on a smart TV in Q2 2021, up from 100 million a year ago. And he said that 70% of YouTube’s reach was delivered to a viewer who could not be reached by linear TV advertising alone, per Nielsen’s ratings. “Sports may still be the linchpin of brand advertising, but that pin sure feels like it is about to pop,” writes Stratechery.

亚马逊广告收入超过 70亿美元

Amazon doesn’t disclose advertising revenues in its quarterly earnings reports. It bundles the ad group into an “Other” category, which consists of advertising and analytics services.

But even without a specific number, it’s clear that Amazon’s advertising business is both massive and growing fast.

Amazon’s Other category earned more than $7.9 billion in Q2, up by 87% year-over-year, the company reported on Thursday. Most of that revenue comes from ad sales. Advertising across the internet took a hit in Q2 2020, but Amazon’s ad business has grown by more than $1 billion since Q1 of this year alone.