每日监测

Morketing·每日监测5.18:中国邮政出手办周边;京东发布Q1财报净收入达2397亿;调色师与多家外卖平台达成合作

Rita Zeng  · 2022-05-18 09:06

【摘要】 每日营销资讯

品牌

 

调色师与多家外卖平台达成合作

 

KK集团旗下美妆集合店品牌THE COLORIST调色师宣布联合饿了么、美团、京东到家三大本地生活服务平台,举办“IP联萌”活动,参与该活动的品牌商包括滋色、COLORKEY、Spes和KIKO等彩妆品牌,除线下门店外,还会在“美团”、“京东到家”、“饿了么”平台的调色师线上店发售。

 

Forever 21发起主题为“A Little LA in All of Us”的全新营销活动

 

据时尚商业快讯,Forever 21于上周正式推出主题为“A Little LA in All of Us”的营销活动,并发布了由Ann McClain、Olivia Holt、Griffin Johnson和Madison Pettis等TikTok、Instagram和YouTube上文化创作者出镜拍摄的短片。今年才加入该品牌的首席执行官Winnie Park表示,洛杉矶是Forever 21的起点,也是集合音乐、电影、艺术和时尚的创新中心,此举有利于向年轻一代消费者传递品牌理念。

 

加速高端化,Zara与Bally创意总监合作推出新品牌

 

Zara宣布与奢侈品牌Bally新创意总监、Rhude品牌创始人Rhuigi Villaseñor达成合作,共同推出新品牌Redesigning Human Uniform,简称“RHU”,首个系列将于下周上架发售。Rhuigi Villaseñor表示,时尚是昂贵的,他希望通过和Zara合作的“RHU”系列,让更多大众层面的消费者接触到他的设计,并强调RHU系列质量会远超普通的Zara。

 

沃尔玛一季度总营收达1416亿美元,同比增长2.4%


5月17日,沃尔玛发布2023财年第一季度财报,一季度总营收为1416亿美元,同比增长2.4%;一季度营业利润为53亿美元。沃尔玛中国一季度净销售额增长7.2%,可比销售额增长4.4%。


互联网平台

 

京东发布2022年第一季度财报:净收入为2397亿,同比增长18%


5月17日,京东集团发布第一季度业绩报告,净收入为2397亿,同比增长18%,其中净亏损30亿。截止2022年3月31日,京东过去12个月活跃购买用户数达到5.8亿。一季度平均购物频次创历史新高。


虎牙:2022年一季度总收入24.6亿元,移动端MAU同比增长8.5%

 

虎牙公布了2022年第一季度财报。财报显示,2022年第一季度,虎牙公司总收入为24.6亿元。在非美国通用会计准则下,该季度归属于虎牙公司的净利润为4660万元。用户数据方面,第一季度,虎牙直播移动端MAU(月均活跃用户数)达8190万,同比增长8.5%。

 

京东物流:2022年一季度营收274亿元

 

京东物流发布2022年一季度业绩报告。财报显示,今年一季度,京东物流营收274亿元,保持稳健增长,其中外部客户收入占比近六成,外部一体化供应链客户数量同比增长近20%。因京东物流持续对物流基础设施、供应链技术研发、一线员工薪酬福利等投入,以及全力以赴参与上海等多地抗疫保供、助力商家复工复产的投入,一季度经调整后的Non-IFRS净亏损8亿元。

 

推特:承诺以约定价格与马斯克完成交易


推特提交埃隆·马斯克收购的初步委托书,致力于按协定价格完成与马斯克的交易。推特美股盘前拉升,现跌幅收窄至约2%。

 

淘宝上线自家比价功能

 

三易生活报道,新版的淘宝APP中上线了“比价查价”功能,用户搜索“有好价”即可进入。尽管目前这一功能仅支持“有好价”页面中的商品,用户无法自行搜索商品,并且不能直接从购物车进入,但是在这一功能中,可以更为直观地看到“过去特定天数内在正常销售状态下的成交价格”,并对自己加入购物车的部分商品进行“价格监控”。

 

飞猪上线“云游博物馆”系列


飞猪“云游博物馆”系列已于近期上线,用户可在飞猪官方直播间观看国内近20家博物馆及历史文化景区的直播,包括秦始皇兵马俑博物馆、武侯祠博物馆、黄鹤楼等。飞猪数据显示,2021年全国博物馆讲解类旅游服务的预订量同比增长300%,今年五一假期故宫博物院、秦始皇兵马俑博物馆、恭王府、金沙遗址博物馆4场直播观看人次超400万。

 

案例

 

天地壹号给员工520放假谈恋爱生娃,网友:你没事吧?

 

界面报道,5月9日一份天地壹号5月20日的放假通知在网络上流传。按照通知,天地壹号决定在520当天给员工带薪放假一天去“谈谈情,说说爱,造造娃”。

 

中国邮政出手办周边,太有年代感了

 

近日,继卖奶茶和开咖啡馆后,中国邮政竟然开始出周边了,而且还年代感爆棚,如果要问70、80印象中的老物件,那么二八大杠自行车一定拥有姓名。

 

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服务机构

 

阿里云启用第三座德国数据中心

 

阿里云宣布在德国法兰克福新增一座数据中心已正式启用,至此,阿里云的德国法兰克福节点扩展至3AZ可用区形态。该节点曾服务于东京奥运会和北京冬奥会,支持两届奥运会通过阿里云向全球转播。目前,阿里云在全球范围内运营的可用区达到84个,覆盖27个地域节点。

 

数据洞察

 

Sensor Tower:4月抖音/TikTok蝉联全球移动应用(非游戏)收入榜冠军


Sensor Tower 商店情报数据显示,2022年4月抖音及海外版TikTok在全球App Store和Google Play吸金超过2.96亿美元,是去年同期的1.9倍,蝉联全球移动应用(非游戏)收入榜冠军。其中,大约48.1%的收入来自中国版本抖音;美国市场排名第二,贡献了19.4%的收入;沙特阿拉伯市场排名第三,占4.3%。

 

Edison 2022年网络报告:年轻人更喜欢观看视频游戏

 

根据调查,大约17%的12岁及以上美国受访者表示目前在 Twitch、YouTube Live、Facebook Live 或 Mixer 等服务上观看游戏直播视频。这与去年的数字(20%)相比有所下降,分析可能是大流行导致游戏直播参与度增加,但是这种热情现在已经减轻了一些,同时人们对大流行的担忧也下降了。

 

报告指出,这一减少完全归来自于女性和青年。

 

今年23%的12岁以上男性表示他们观看游戏直播视频,与去年的结果相当。但是,在接受调查的女性中只有1/10观看过游戏视频直播,低于去年的17%和2020年的11%。

 

去年接受调查的12-34岁人群中有38%正在观看游戏视频直播,而今年这一数字已降至29%。相比之下,35-54岁(16%)和55岁以上(4%)的人群参与这项活动保持稳定。

 

海外

 

万豪要做广告业务?

 

Hotel and travel companies are following in the footsteps of others that have embraced advertising revenue, including buy-now-pay-later companies, retailers and delivery startups … not to mention stores that have started repurposing any old surface as a distribution channel using digital screens. (Ads on pharmacy fridge doors, anyone?)

 

The latest is the hotel operator Marriott, which launched an ad network on Monday to target its own inventory using first-party site and loyalty program data, The Wall Street Journal reports.

 

Marriott, like grocery and retailer-based ad networks, is constrained in terms of where it will serve ads or apply first-party data. It’s starting with site ads and will later roll out video ads for hotel room TVs, which is a nice edge compared with retail (until Best Buy’s new ad business starts running spots on in-store demo TVs).

 

Companies are tripping merrily into the ads biz because it’s low and, well, low: low-margin and low-hanging fruit. Instacart can easily scale ad revenue but also must hire more delivery people to grow the app.

 

“As the market gets bigger, if you can get one percentage point of the digital retail media market, that’s almost half a billion dollars in revenue,” Insider Intelligence Analyst Andrew Lipsman tells the Journal.

 

Sounds feasible. But let’s be honest: Most of these fledgling ad platforms will never reach 1%.

 

CTV 更容易受广告欺诈?

 

As CTV advertising grows up, its shadow grows long.

 

DoubleVerify’s annual Global Insights Report shows steady improvement for CTV and video viewability, attention, measurement and prebid ad verification. But there’s still one blemish on CTV’s report card: fraud.

 

The overall number of ad fraud schemes spiked by 70% year-over-year between 2020 and 2021 – and an “unprecedented amount” of those schemes targeted CTV and streaming video inventory, which together accounted for $140 million in worse-than-wasted spend.

 

It makes sense why CTV is more susceptible to fraud than other digital channels. For one thing, the proliferation of streaming services and content publishers has thrown a wrench into tracking and transparency. (How can publishers filter out bad ads when they’re still struggling to count who even watched them?) Tack on sky-high CPMs for premium video inventory and you have a fraud petri dish.  

 

“The good news is that verification is working,” says DV CEO Mark Zagorski. “But media quality is table stakes.”

 

In other words, running legit ads requires more than just viewability verification.

 

智能电子邮件策略如何帮助 Apple Rose Beauty 在大流行期间茁壮成长

 

When started the company, Alexander knew she needed a strong email marketing strategy. She wanted a flexible, scalable email marketing system with built-in automation features. She chose ActiveCampaign, a marketing automation platform that includes email marketing and CRM capabilities.

 

“The technology brings together what people think of as email marketing, marketing automation, and CRM,” explained Maria Pergolino, ActiveCampaign’s CMO. “We bring these technologies together with robust automation so that companies can run campaigns and elevate their voice to multiple audiences.”

 

“I was looking for something that was flexible in terms of automation and communicating with my customers,” said Alexander. “ActiveCampaign stood out from other CRM companies that had rigid automations which didn’t allow me to think about flexible ways to communicate with my customers using ‘if…then…else’ scenarios. The other piece was that I needed a platform where I could own and grow my customer relationships.”

 

In the early days of growing her business, Alexander worked with an advisor and tried several CRM tools. “I’m probably one of those people who tried them all,” she said. “We kissed a lot of frogs first before we got here.”

 

Five years later, having built a robust email list, Alexander faced another challenge — reaching customers accustomed to touching and feeling her products during a time when this became impossible — the pandemic.

整理自互联网

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