一、品牌

名创优品：2024年总营收170亿元，同比增长22.8%

名创优品发布2024年财报。报告显示，2024年名创优品集团总营收170亿元，同比增长22.8%，海外营收66.8亿元，同比增长42%；经调整净利润27.2亿元，同比增长15.4%，经调整净利率16.0%，经调整每股摊薄收益同比增长16.0%至8.68元。此外，名创优品宣布派发2024年末期股息7.4亿元，持续为股东带来丰厚回报。

杨国福麻辣烫就出现老鼠致歉：涉事门店立即下架销毁全部食材，停业整改

3月22日下午，杨国福麻辣烫就店内出现老鼠一事发布致歉声明：食品安全是企业生命线，此次事件反映出我们在加盟商日常监管环节存在疏漏，我们深刻反省并已经采取以下措施：1.我们已在事发2小时内向消费者致歉并完成赔付，同时对涉事门店实施停业处罚及封闭整改。2.我们即日起重点彻查防鼠设施、食材存储及操作规范，不合格门店立即停业。3.我们已成立专项调查组以持续加强对全国所有门店的监管力度，每月进行食品安全培训和检查，完善食品安全管理制度。4.我们已同步开通食品安全投诉专线（021-60318608），所有反馈直通总部监管中心，并承诺24小时内响应处理。同时，我们将主动配合各地市场监督管理局建立“线上+线下”常态化监督机制，定期邀请消费者代表与媒体代表参与门店突击检查，以透明化行动重建信任。

蔚来：2025年第一季度交付指引为4.1万辆到4.3万辆，同比增长约36.4%至约43.1%

蔚来发布2024年第四季度及全年财报。财报显示，该季度蔚来净亏损71.12亿元。2024年第四季度汽车交付量为72689 辆，包括蔚来品牌的52760辆和乐道品牌的19929辆。2024年汽车交付量为221970辆，较2023年增长了38.7%。预计一季度汽车交付量介乎41000-43000万辆，同比增36.4-43.1%。总收入将介于123.67亿元和128.59亿元之间，同比增长约24.8%至约29.8%。截至发稿，蔚来美股盘前跌超5%。

舍得酒业：2024年净利润3.46亿元，同比减少80.46%

舍得酒业发布2024年业绩报告。报告显示，2024年度公司实现归属于上市公司股东的净利润为3.46亿元，较上年同期减少80.46%。公司拟按每10股派发现金4.3元，合计拟派发现金红利1.42亿元，占净利润比例为40.94%。2024年公司营业收入为53.57亿元，较上年同期减少24.41%。

千禾味业澄清公告：“千禾0”系列产品仅使用食品原料，绝不添加食品添加剂

9:37 2025/3/24千禾味业公告，公司“千禾0”产品被媒体送检事件受到广泛关注，眉山市市场监督管理局已对我公司成品库房、商场超市在售的相关产品进行监督抽检，共计 23 批次.经检测，结果符合企业标示的酿造酱油国家标准（GB/T 18186）。本次抽检报告显示，抽检的所有“千禾0”产品未检出苯甲酸钠、山梨酸钾、三氯蔗糖、安赛蜜等食品添加剂含量。“千禾0”商标用于区分我公司零添加产品和非零添加产品。凡是使用“千禾0”商标的产品都是零添加产品。“千禾0”系列产品仅使用食品原料，绝不添加食品添加剂。

TOP TOY启动全球化战略升级 打造中国潮玩出海新基建

2025年3月22日，中国头部潮玩品牌TOP TOY在上海举办“中国潮玩，逐浪全球”战略升级发布会。基于本土市场深耕及东南亚、中东等海外试点成果，品牌宣布启动全球化战略升级，提出以“渠道网络、超级供应链赋能IP价值、全球用户资产”为核心的三大基建升级计划，并联合多个本土潮玩品牌/IP工作室成立“中国潮玩出海联盟”，目标未来五年覆盖全球100个国家核心商圈，开设超1000家门店，推动中国潮玩从“制造输出”向“文化定义”跃迁。

二、互联网

阿里妈妈：广告自研AI模型LMA升级至万亿级参数

阿里妈妈宣布全新升级广告自研模型LMA，参数达万亿级，全面提升人货理解能力。AIGB-R1版本正式上线，将推动“全站推广”机制升级。同时，借助万相台无界版AI能力推出的基于对话式交互来表达需求的经营优化师“AI小万”也持续优化，可根据商家需求给出适合商家的推荐投放建议和策略，帮助商家高效经营。

鲸鸿动能全场景营销案例入库复旦管院

3月22日，复旦大学管理学院与鲸鸿动能联合举办的“智链场景·共生未来”学术论坛暨案例入库仪式在上海顺利举行。复旦管院案例库正式收录鲸鸿动能全场景营销实践案例，涵盖出行、电商、快消、出入海等多个营销场景。此次复旦管院与鲸鸿动能共建案例研究专区，是高校与企业合作的创新之举，实现了商业实践与理论研究的双向赋能，为行业构建了全场景营销产学研协同的新范式。

美团：四季度营收884.9亿元，同比增长20%

四季度美团实现营收884.9亿元，比上年同期增长20.1%，市场预期879.27亿元。2024年全年，美团实现营业收入3376亿元，比上年同期增长22%。美团CEO王兴表示，“作为中国零售行业长足发展的受益者和参与者，美团将继续积极履行社会责任，推动行业增长和科技创新，帮大家吃得更好，生活更好。”

谷歌正在推出Gemini实时人工智能视频功能

据报道，谷歌发言人亚历克斯·约瑟夫证实，谷歌已经开始在Gemini Live上推出新的人工智能功能，可以让人工智能“看到”用户设备的屏幕或手机摄像头上的内容，并实时回答用户的问题。近一年前，谷歌首次展示了“阿斯特拉计划”，这一计划为现在这些新功能奠定基础。

阿里巴巴申请注册淘宝法象商标

京东外卖上线40天，日订单破100万

三、广告片

海底捞31周年：有你，真好

海底捞作为国民火锅领导者，3月20号是品牌第31周年。今年，海底捞想把“品牌庆生”升级为“品牌回馈”，回望31年来为用户做了什么，通过一次感性表达，来放大海底捞品牌庆生的快乐感知，深度绑定生日场景，让用户记住“一吃海底捞，马上没烦恼”的心智。

汉堡王×谷歌地图，把广告打到竞争对手门口

最近巴西汉堡王，为了刺激消费，汉堡王与谷歌地图合作，直接将自家优惠券投放到了所有竞争对手的地图搜索界面。全巴西24个州，1000多家竞争对手的餐厅地图详情页上都被打上了汉堡王的优惠券广告。

四、趋势洞察

何小鹏：中国汽车“卷智能”的趋势是一个顺水推舟的过程

对于中国汽车“卷智能”的趋势，小鹏汽车董事长、CEO何小鹏回应说，这是一个顺水推舟的过程，在过去的时间里，软件定义汽车，汽车智能化在购买决策因素中可能只占了5%，而在未来可能将占据一半。“这个转变过程是刚刚起步，我认为在未来你会看到所有汽车公司的研发逻辑和变化，如果不自研是不可能的。”何小鹏认为，智能化潮流下，公司自研已经成为必选项。

机构：2024年全球汽车显示屏面板出货量达2.32亿片

据Omdia《车载显示情报服务》的最新报告，2024年全球汽车显示屏面板出货量达到2.32亿片，同比增长6.3%。这一增长主要得益于先进座舱显示屏需求的不断增长，特别是在中国，抬头显示面板（HUD）、乘客显示器和室内后视镜等产品势头强劲。电动汽车（EV）的扩张，加上政府支持本地供应链的政策，进一步加速了市场增长。

五、海外资讯

耐克的收入下滑9%

The numbers

$11.3 billion — Nike’s Q3 2025 year revenue, down 9% year-over-year. Revenues for the flagship Nike brand were down 9% to $10.9 billion.

$6.2 billion — The sneaker giant’s wholesale revenue, which decreased 7% year-over-year.

$4.7 billion — Direct sales. These were down 12% year-over-year primarily due to a 15% decrease in Nike DTC revenues and a 2% decrease dollars derived from its stores.

$405 million — Converse’s revenue for the quarter. This declined 18% year-over-year.

Watercooler talk

This was Nike’s first full quarter under chief executive (CEO) Elliott Hill, who returned to the brand to take on the top role in October 2024.

Hill has orchestrated a turnaround plan, “Win Now,” to return Nike to growth amid stiff competition from newer competitors such as On and Hoka, as well as declining sales in North America and China.

Since joining he’s been focused on rebuilding relationships with Nike’s wholesale partners, debuted a highly-lauded return to the Super Bowl with an ad squared towards women, and announced a buzzy partnership with Kim Kardashian’s Skims brand.

Nike’s wholesale strategy was frequently brought up during its Q3 2025 investors call, with Hill saying that while Nike’s direct and wholesale businesses have been siloed, he is focused on bringing them together in an “integrated consumer-led marketplace.”

On the marketing front, Hill pointed to Super Bowl 59 and NBA All-Star Weekend as having boosting product visibility across Nike’s brand portfolio.

Nike ran its first Big Game spot in 27 years, expanding its “Win Now” marketing strategy, while Jordan Brand ran a Super Bowl ad victory ad, “Love Hurts,” celebrating ambassador and Philadelphia Eagles quarterback Jalen Hurts.

“That is how we create impact, and that is Nike Beyond Nike. We transitioned from one amazing weekend right into another for the NBA All-Star Weekend in the Bay Area. Our brands, in one word, dominated,” Hill claimed.

The CEO also shared that while sales were down generally, he remained confident in Nike’s performance wear. He said revenues from running products grew mid-single digits, but didn’t disclose a figure. 

Chief financial officer (CFO) Matthew Friend said he expected fourth-quarter revenue to decline in the mid-teens percentage range, predicting a steeper fall than analysts had anticipated for the remainder of the fiscal year.

However, Hill was optimistic about the long-term vision.

“The progress we made against the ‘Win Now’ strategic priorities we committed to 90 days ago reinforces my confidence that we are on the right path,” he said. “What’s encouraging is Nike made an impact this quarter leading with sport – through athlete storytelling, performance products and big sport moments.”

The brand’s latest results followed two big leadership exits revealed this week. First was chief strategy and transformation officer Daniel Heaf, whose role was eliminated. Elsewhere, 20-year Nike veteran and chief communications officer (CCO) KeJuan Wilkins, who was promoted to that role in 2023 under former CEO John Donahoe, also left.

为争夺Z世代的青睐，彪马开启以迄今为止最大规模的campaign

Puma has launched its largest global campaign to date to reach younger generations and stand out in the increasingly competitive sportswear market. 

“Go Wild” was created by agency adam&eveDDB, which won Puma’s global creative account in December. 

The campaign represents a shift in marketing strategy to better resonate with younger audiences, particularly Gen Z, “who seek immersive experiences, social connection, and pleasure from sport,” according to a brand statement. Puma has also increased its marketing investments by 40% compared to last year. 

The debut ad under the “Go Wild” platform focuses on running and captures the so-called “runner’s high” that some experience during physical activity. Instead of featuring professional athletes and celebrities, the spot shows everyday runners like a new mom, a woman getting over a breakup, and a community group. 

The soundtrack is a remake of Afroman’s 2000 song, “Because I Got High.” 

“Go Wild” was developed following the brand’s largest consumer research project, according to Julie Legrand, senior director of global brand strategy and communications at Puma. 

The platform is about “finding a clear space in the market for Puma where performance meets joy – an untapped territory that Puma is uniquely positioned to own,” Legrand said in a statement. 

Puma said it pre-tested the spot among global focus groups and found that it ranked in the top 5% of most effective ads in driving sales in the U.S., China, and Germany. 

The campaign will extend through digital, out-of-home, PR, social, TV, retail, and talent-driven activations worldwide. The brand will also launch a content series that explains the “Go Wild” message through the stories of former ambassadors, such as American track and field athlete Tommie Smith in 1968 and Jamaican sprinter Usain Bolt in 2008. 

Throughout 2025 and 2026, Puma will also spotlight other sports, such as basketball and football, and leverage key sporting events.