一、品牌

奈雪的茶泰国首家门店正式开业

奈雪的茶首家泰国直营门店在曼谷Emsphere商场正式开业。泰国首店正式开业标志着奈雪的茶在东南亚乃至全球市场的布局正式加速。目前，奈雪门店总数已超1400家，进入100多个主要城市，会员数超过7500万。

瑞幸咖啡状告泰国瑞幸败诉

12 月 1 日，泰国知识产权和国际贸易中央法庭公告宣布，针对有关审理中国瑞幸咖啡公司控告泰国皇家 50R 集团（50R group）侵犯商标版权案件的最后审判，判决中国瑞幸咖啡公司败诉，立刻执行。泰国皇家 50R 集团是一家从事零售、新能源、旅游业、房地产、餐饮业等多元化经营管理的泰国本土企业，有着泰国皇室和军方政府的背景。其下属子公司泰国瑞幸咖啡有限公司，现已在泰发展经营了十几家瑞幸咖啡店。去年年初，有网友表示在泰国喝到了瑞幸，除了文案是泰文，其他视觉设计几乎是复刻瑞幸。2022 年 8 月，瑞幸咖啡曾发布声明称：泰假！瑞幸咖啡没有在泰国开店。

迪卡侬收购户外平台Bergfreunde

根据时尚商业消息，日前，法国运动零售商迪卡侬宣布收购专注于远足、登山和攀登等户外活动的平台Bergfreunde，但未透露具体交易金额，该收购有利于进一步巩固迪卡侬身在体育用品销售领域的地位。

旺旺披露2023财年半年报 营收超112亿元

中国旺旺2023财年半年报显示，集团总收益较去年同期成长4.1%，达到112.748亿元，净利润17.32亿元，同比增长8.5%，乳品及饮料大类收益同比成长7.1%，达到60.967亿人民币，其中旺仔牛奶收益同比成长中至高个位数。

Avon更换CEO

巴西美妆集团Natura&Co.旗下品牌Avon首席执行官Angela Cretu将于明年1月1日离职，其职务将由全球首席营销官Kristof Neirynck接任。Kristof Neirynck于2022年加入Avon，此前曾在Walgreen Boots Alliance担任首席营销官，还在宝洁集团工作了13年，拥有丰富的相关经验。

二、互联网

B站：三季度营收58.1亿元，净亏损13亿元

B站发布2023年第三季度财报。财报显示，三季度营收58.1亿元，与2022年同期持平；市场预期营收58.04亿元；净亏损13亿元，亏损同比收窄22%，市场预期GAAP净亏损10.93亿元。调整后的净亏损为8.635亿元，同比收窄51%。财报发布后，B站美股盘前跌近3%。

传Shein或将在2024年IPO

传在线时尚公司Shein密交申请在美国上市，或将在2024年IPO。知情人士称，高盛、摩根大通和摩根士丹利已被聘为此次发行的主承销商，可能在2024年进行IPO。外媒称Shein在5月份的一轮融资中估值约为660亿美元，其可能在IPO中寻求更高的估值。有主营美股IPO的投行负责人在接受采访时表示，为减少IPO中不必要的干扰，秘密交表在美股很常见，这也是公司出于自我保护而采取的措施。

每日优鲜收到纳斯达克退市通知

生鲜电商每日优鲜宣布，之前于2023年8月3日宣布的股权融资和股份购买协议项下的业务收购，以及之前于2023年8月7日宣布的股份转让协议项下的交易已经终止。据悉，2023年11月15日，纳斯达克听证小组通知每日优鲜，该小组已决定将该公司的证券从纳斯达克股票市场有限责任公司摘牌，并自2023年11月17日星期五开盘时起暂停该等证券的交易。在适用的上诉期限届满后，纳斯达克将向美国证券交易委员会提交25号表格退市通知，以完成退市。

美团直播单月GMV破20亿，商业化或将提上日程

在直播一级入口刚上线的7月份，美团直播单月的GMV大约在5-6亿，环比增速在20%，但8月份迅速上涨到10-12亿，并陆续出现破亿直播间。到了10月份，单月GMV突破20亿元。

三、广告案例

7分甜联名草莓推出新品

近日，7 分甜再度携手迪士尼旗下 IP 草莓熊开启联名，推出新品“熊抱莓好”草莓蛋糕奶茶，当季草莓鲜果+芝士蛋糕酱+乌龙奶茶底+无花果碎，奶香、果香层层递进，清新不甜腻。同时 7 分甜也带来了联名贴纸、吸管套、抽绳包、绣布贴等丰富周边，消费者购买指定套餐即可拥有，收获冬天的第一杯小莓好。

Apple 为失语人士寻找“丢失的声音”

在 12 月 3 日国际残疾人日到来之际，苹果发布短片《丢失的声音》，着重展现苹果 iOS 17 中的“个人声音”和“实时语音”功能。

短片向观众描绘了一位小女孩和一只毛茸茸的粉色大家伙一起寻找它丢失的声音的探险旅程。在影片最后，揭示了原来这段故事是一位已经失去说话能力的父亲通过个人声音功能为女儿讲的睡前故事。据悉，故事中扮演父亲的主人公是来自新西兰的 Tristram Ingham 博士，他因患有面肩肱型肌营养不良，未来可能面临失语的风险，短片中粉色大家伙的旁白便是出自于他。个人声音功能可以采样并复现失语人士的声音，面临失声风险的用户只需按照要求录制 15 分钟的音频，苹果便能依照声线来生成声音，帮助用户在失去说话的能力后继续与他人进行沟通。

四、营销趋势

报告：2023年Q3全球游戏机总出货量同比增长11%

TechInsights研究报告指出，2023年Q3，全球游戏机总出货量同比增长11%，达到910万，成为2017年以来最强劲的第三季度。在此之前，今年前两个季度的销量分别增长了32%和19%。我们预计2023年最后一个季度游戏机市场将出现疲软，但这一领先的电子消费品类在整个日历年都将表现强劲。

MAGNA报告：吸引年轻人的注意力

MAGNA Media Trials与三星广告合作发布了一项新研究“吸引年轻人的注意力”，探讨了Z世代和千禧一代观众的收视习惯。他们向数字平台进军，如联网电视（CTV），改变了收视习惯，为广告主争夺他们的注意力带来了新的挑战和机遇。

广告主尚未发现的是，Z世代在CTV上看广告的时间最长，平均每个广告锁定9.63秒。而千禧一代则在传统黄金时段集中注意力，每个广告时长9.8秒。

白天和深夜是Z世代的黄金时段。数据显示，深夜和白天的广告点击率最高（62%），分别为57%和55%。在传统的黄金时段，千禧一代的视频可见度最高，达到59%。

Z世代和千禧一代受访者认为在CTV上观看的广告质量更好，比在广播和有线电视上播放的广告更具相关性。例如，60%的Z世代和56%的千禧一代认为CTV的广告质量比有线电视和卫星电视更好，67%的千禧一代和62%的Z世代认为CTV广告更具相关性。

其他发现包括:

Z世代对长篇广告的容忍度更高，在一小时或更长时间内的广告接受度为46%，而短时间的广告接受度不到一小时（38%）。反过来，52%的人对电影期间的广告更开放，对电视节目的广告不太开放（44%）。

62%的千禧一代在不到一小时的时段对广告的关注度更高。61%的受访者对DIY节目中播放的广告最为开放。

Z世代（43%）和千禧一代（28%）在同一广告间隔（3小时或更长时间）播出时，关注度达到了顶峰。

Z世代更关注出现在FAST频道的广告，这一比例为31%，而非FAST频道为27%。

五、海外

谷歌搜索合作伙伴对广告商来说是不安全的

The most recent study from Adalytics is perhaps the most alarming one yet, as it reveals that the Google Search Partner (GSP) platform appears to have no controls in place to ensure users of the service do not see their ads running on all manner of unsuitable sites.

Adalytics found ads appearing next to pornography and on sites on the federal government’s SDN list, which contains tens of thousands of companies, organizations and individuals who have been identified as posing a threat to US national security and foreign and economic policy, according to Wikipedia.

One would reasonably expect that, at a minimum, Google would filter porn sites and those listed by the government as threats to national security out of the core GSP offering. But apparently no such effort has been made, judging by the hundreds of screenshots included in the Adalytics study. This latest lapse of trust raises questions about Google’s stewardship of the dollars that advertisers invest in its services.

苹果和谷歌在其“2023年最佳”列表中推出人工智能驱动的应用程序

All the AI hype has made its way into the app stores.

Last week, Apple and Google unveiled their lists for the best apps of 2023, both of which showcased a range of AI-powered apps. Although Apple didn’t include any in its main list, it curated a separate list featuring generative AI apps including ChatGPT, Canva and Picsart. Other apps — including Pinterest, Craft, Artifact and Sololearn — were also featured for their AI integrations.

“Apps are a reflection of culture, and in 2023, generative AI captured users’ collective imagination with its evolution unfolding in real time,” according to Apple’s statement. “Apps started integrating AI throughout the year in a variety of ways. Although many features are still in their infancy, they gave users a chance to see, firsthand, the technology in action and come to their own conclusions about the benefits and risks.”

As for Google’s list, the AI-powered chat app Character AI was named the “best with AI” while ChatGPT — a major competitor to Google Bard — was given an honorable mention. However, ChatGPT was the top app for the “Users’ Choice” category.

ChatGPT’s app only debuted in May, but the platform hit a major milestone last week by celebrating the one-year anniversary since OpenAI introduced the web version on Nov. 30, 2022. But Apple’s list also aptly points out apps like ChatGPT are by no means perfect — pointing to large language models’ tendency to “hallucinate” and the possibility that answers might include “offensive or socially insensitive replies.”

Numerous other generative AI apps have entered the market this year including chatbots like Anthropic’s Claude, Inflection AI’s Pi and Quora’s Poe. Meanwhile, others have focused on generative AI video tools such as Runway AI. However, yet others are still only accessible through Discord such as the AI image generator Midjourney and the newly released AI video editing startup Pika.

Apple’s annual list also features finalists like the video editing app DaVinci Resolve. Another is Duolingo, which has built a number of new AI-powered features into the language learning app this year using OpenAI’s same large language models that power ChatGPT.

“We have built far more with this technology over the past year than I thought we would a year ago,” said Klinton Bicknell, Duolingo’s head of AI. “It is in every part of the company now. We are using it both for a lot of these real-time features we’re talking about now, but also for a lot of features behind the scenes to generate things at scale to all of our free users.”

A number of other popular apps that added AI features this year saw a boost in 2023, according to data provided by data.ai, formerly known as App Annie. Google saw a 44% year-over-year increase in downloads in the first three quarter of 2023, rising from 79.2 million to 114 million. Microsoft Edge about doubled its downloads — from 20 million to 39.9 million — while Bing saw app downloads increase 2,340% from 1.5 million to 36.6 million. Other apps that with new AI features that saw download increases were Expedia, Shopify and Chegg. However, others with new AI features saw declines including Snapchat (-10%), Slack (-8%) and Instacart (-3%).

When data.ai analyzed a list of top generative AI apps across iOS and Android, ChatGPT had the most downloads with 112.4 million worldwide and 19.5 million in the U.S. Other generative AI apps with the most downloads this year in the U.S. included chatbots including Ask AI (9.8 million) and Character AI (8.7 million) along with the AI art generator Wonder AI Art Generator (6.2 million).