每日监测

Morketing每日监测01.19:网易咖啡推出“暴雪绿茶”;迪奥官宣迪丽热巴为品牌大使;东方甄选半年带货48亿

Jennie  · 2023-01-19 09:00

【摘要】 每日营销监测


一、品牌

 

网易咖啡推出“暴雪绿茶”

 

近期,网易和暴雪的“分手”闹得沸沸扬扬,昨日,暴雪公告称提议将游戏服务顺延六个月,但网易没有接受,并指责暴雪“蛮横、不得体”。今日,网易官方晒出了几张照片,公司新品“暴雪绿茶”上架园区咖啡吧,还带上了“网易拒绝暴雪顺延6个月提议”的话题,似乎暗指暴雪的“绿茶”行为。


迪奥宣布迪丽热巴为品牌大使


1月18日,迪奥在微博官宣迪丽热巴为迪奥品牌大使。

 

花西子官宣白鹿为全球品牌大使

 

近日,花西子在微博官宣白鹿为全球品牌大使,并推出新品小黛纱唇纱。

 

书亦烧仙草联动春节档院线电影《中国乒乓之绝地反击》


书亦烧仙草联动春节档院线电影《中国乒乓之绝地反击》,打出口号“兔年维 C 加满,致敬国乓精神”,主推产品包括刺梨柠檬柚、龙眼山茶花等,并发起免费观影有奖互动。

 

牧高笛:2022年净利同比预增69%到84%

 

牧高笛公告,预计2022年归母净利润为1.33亿元到1.45亿元,同比增长69.18%到84.45%;2022年,国内户外露营行业呈现爆发式增长,受益于终端需求的提升,叠加公司自主品牌业务在产品力、品牌力、渠道力上的持续发力,公司实现了收入和净利润的快速增长。

 

王府井旗下王府井国际免税港对外营业

 

王府井公告,1月18日,公司旗下王府井国际免税港对外营业。王府井国际免税港项目使用原王府井悦舞小镇物业,物业性质为自有,项目总建筑面积10.25万平方米,计划分三期开业,首期开业涵盖香化、黄金配饰、数码家电、酒水、食品咖啡及体育用品等品类。王府井国际免税港是公司旗下首家落地运营的免税店项目,是公司有税+免税双轮主营业务驱动的新起点。

 

二、互联网

 

快手CTO陈定佳将卸任,接任者为快手高级副总裁于越和于冰

 

近日,有消息称,陈定佳将辞任快手首席技术官,转任公司终身荣誉顾问。两名相关领域的高级副总裁于越和于冰将分担此前CTO的相关管理职责,并向CEO程一笑汇报。

 

东方甄选首份成绩单:半年带货48亿

 

近日,即将更名为“东方甄选”的新东方在线(1797.HK)正式公布了2023财年上半年业绩。财报显示,新东方在线2023财年上半年总营收达到20.8亿元,较2022财年同期的5.73亿元增长262.7%,税前利润达7.6亿元。2022年6月-11月,新东方在线商品交易总额(GMV)达到48亿元,抖音上关注人数3520万,抖音平台已付订单数7020万。

 

微软被曝光本周将大规模裁员,裁员规模可能达11000人

 

微软计划在本周裁减约5%的员工,即约11000人。随后彭博消息称,微软计划在周三裁减一些工程部门职位,这次裁员的规模将大幅超过过去一年的裁员轮次,但没有说明具体裁员规模。Insider报道援引一位知情人士的消息,微软可能会削减多达三分之一的招聘人员规模。去年7月第一轮裁员中,微软解雇了大约1800名员工,而去年10月微软被曝裁减了不到1000名员工。

 

微博成为2023年中央广播电视总台春节联欢晚会官方短视频内容合作伙伴

 

近日,微博宣布成为2023年中央广播电视总台春节联欢晚会官方短视频内容合作伙伴。

 

网易:从未寻求暴雪游戏或其他合作伙伴的IP控制权

 

针对有媒体报道“网易想要IP控制权”,才导致双方“谈崩”的传闻,网易称该消息不实。作为代理公司,网易从未寻求暴雪游戏或其他合作伙伴的IP控制权,在过去十四年的长期合作过程中,网易对任何暴雪IP的使用和授权都是按照合同条款,并取得了暴雪的同意和审批。与其他合作伙伴的IP合作也都是基于此原则。对于暴雪中国提到的《魔兽世界》游戏进度存档功能,网易表示,该功能为暴雪单方面提出并开发上线,未经网易方面测试、使用,可能存在未知安全隐患。

 

喜马拉雅实现历史上首次盈利

 

近日,喜马拉雅创始人兼CEO余建军在公司年会透露,喜马拉雅于2022年第四季度首次实现单季度千万级的盈利,这也是喜马拉雅创业十年来首次实现盈利。余建军在年会上提到,盈利得益于公司在三个方向的努力:降本增效,打造可持续盈利能力;始终坚持“以用户为中心”的文化建设;提升战略与组织清晰度。

 

 

三、广告案例

 

B站携手全中国3285个铁路客运站推出春节特别企划《第3286个站》


微信图片_20230118180617.png

 

2023年春节来临之际,B站携手全中国3285个铁路客运站推出春节特别企划《第3286个站》。通过镜头记录了这些车站的掠影和那些拖着行李、步履匆匆的年轻人们,通过短片展现了中国年轻人的春运日常与真情实感。

 

中国银联发布微电影《127 个孩子的老爸》

 

微信图片_20230118180625.png

 

近日,中国银联发布春节微电影《127个孩子的老爸》,据了解,该影片根据真实故事改编,讲述了来自鞍山的柏剑老爸用26年的坚守,让一群问题小孩变成了百福小孩。

 

四、趋势洞察

 

阿里发布2023春节团圆消费报告:房车游成交额上涨超3倍

 

阿里发布2023春节团圆消费报告。淘宝天猫数据显示,异地年货成交保持同比正增长,菜鸟直送数据也显示,今年春节期间预计处理单量同比将增加30%,单量会进一步攀升,包裹主要是酒水和年货礼盒;佛山、苏州,成都,杭州正成为新的热门自驾目的地,家庭跨省游和长线出游都迎来了爆发式增长,其中房车游成交额上涨超3倍。

 

易观分析研究报告:2022Q4国内消费级AR眼镜市场继续增长

 

易观分析研究报告显示,2022年第四季度,国内消费级AR眼镜市场在双十一的推动下进一步增长,其中,雷鸟创新以31.8%的市场份额超越Nreal跃居首位,Nreal、Rokid分别以27.9%、20.6%的市场份额紧随其后,华为、米家、INMO(影目)分列第四至第六名,市场份额分别达7.5%、6.9%、5.3%。

 

五、海外营销

 

 2023年是独立数据洁净室的关键一年

 

Data clean room adoption has yet to reach a tipping point in terms of scale. For instance, because almost any major omnichannel campaign invariably includes media from across big walled gardens, a third-party data clean room isn’t a viable solution.

 

It’s not surprising that data clean rooms are struggling to gain adoption. Customer data platforms went through a similar phase when all of the large marketing clouds (and a few Big Tech companies) saw the category’s growth and released CDPs of their own. If the CDP analogy holds, some data clean rooms – a pox, by the way, on anyone who abbreviates “data clean rooms” to DCR – might soon be acquired by the likes of Google or Salesforce.

 

The IAB Tech Lab is expected to release its first data clean room standards soon. But as advertisers push for more clarity in the measurement space over the next year or two, the clean room category will also likely collapse through M&A, Bloore said. Smaller clean rooms will find it hard to achieve liftoff when the advantage so clearly lies in offering a scaled network play. Regardless of what happens, though, one thing is sure: You’re not going to stop hearing people talk about data clean rooms.

 

CNAME将面临与第三方cookie相同的命运

 

CNAME was originally built to support single sign-on (SSO) tools, such as OneLogin and Okta, to allow a user to log in to multiple systems automatically. Until a couple of years ago, they were the only ones that used CNAME.

 

If you work for a company that supports SSO, you might notice that your initial login screen is actually on a page listed as “salesforce.okta.com.” That way, Okta can get full access to the browser and is able to log in the user to Salesforce securely.

 

But with the rise of universal ID providers, there has been growing recognition that CNAME could fill the gap created by the loss of third-party cookies as a way to distribute those “universal IDs.”

 

There’s a problem, though: CNAME access is likely to be deprecated, and it might happen quite soon – maybe even before third-party cookies are deprecated. If CNAME access and third-party cookies go away, identity companies – and most of their clients and partners – are going to get hurt.

 

Bit.ly押注二维码

 

QR codes went from zero to hero during the pandemic. But are people still using QR codes as much now that the pandemic is under control? Apparently so.

 

During the first half of 2022, Bit.ly saw a 152% increase in QR code creation compared to the same period in 2021, and QR code engagement was up by more than 40%.

 

“The fact is, people are still scanning QR codes like crazy, and they’re embedded everywhere at this point,” said Toby Gabriner, who joined Bit.ly as CEO in August 2020 – smack dab in the middle of the pandemic – after four years as CEO of NextRoll.

 

Bit.ly is best known as the web’s URL shortener, but in December 2021 it made its first-ever acquisition of the German QR code generation company Egoditor. At around the same time, Bit.ly also started testing a link-in-bio tool, similar to LinkTree, for users to route traffic from their social profile to a separate URL without leaving Bit.ly’s platform.


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