Morketing·每日监测12.31：​雷军要做跨年直播，工程师将现场拆车；泡泡玛特深化海外供应链；消息称快手副总裁周国睿将离职，官方暂无回应

一、品牌

雷军：我将做一场跨年直播，工程师将现场拆车

小米雷军发布微博称：12月31日晚8点，我将做一场跨年直播。前几天我在网上看过一个拆SU7视频，很多人建议拆拆YU7。这次直播，我请工程师现场拆车，一边拆车一边聊。

泡泡玛特：海外供应链深化，印尼、柬埔寨、墨西哥合作伙伴开始出货

泡泡玛特印尼、柬埔寨及墨西哥合作伙伴于近期开始出货，海外供应链布局再度深化。目前，泡泡玛特全球六大生产基地已全面落地，覆盖东南亚及墨西哥等海外地区。

二、互联网

消息称快手副总裁周国睿将离职，官方暂无回应

有市场消息称，快手科技副总裁、基础大模型及推荐模型负责人周国睿即将离，内部系统显示其处于休假状态，签名改为Log Out。对此消息，截至发稿，快手官方暂无回应。

实探Manus公司武汉办公室，团队已基本搬离

Meta以数十亿美元收购AI企业Manus的消息刷屏全球科技圈。记者实探Manus武汉办公场地，发现这里虽未退租，但办公区域已基本搬空，现场仅三四人在岗，且工作人员称均非Manus业务团队，并表示Manus核心业务人员已整体迁往新加坡。

华为孟晚舟：鸿蒙5.0以上终端设备超过3600万，鲲鹏已发展380万开发者

华为轮值董事长孟晚舟发布新年致辞时表示，过去一年，我们助力运营商建设5G-A网络，为6000万用户提供极速网络联接体验；鸿蒙5.0以上终端设备超过3600万；乾崑智驾累计为140多万辆乘用车装上智慧大脑，辅助驾驶里程近70亿公里；鲲鹏已发展6800多家合作伙伴、380万开发者，openEuler系操作系统累计装机量超过1600万套；昇腾已发展3000多家合作伙伴、400万开发者，Atlas 900超节点规模服务于互联网、金融、运营商、电力等行业。

韩国反驳Coupang关于数据泄露有限的说法

韩国科学和信息通信技术部部长Bae Kyunghoon表示，他不能接受Coupang关于只有约3000个账户受到数据泄露影响的说法。他在议会听证会上表示，超过3300万个帐户的名称和电子邮件地址被泄露，个人信息保护委员会、国家警察厅和一个公私联合调查小组证实了这一点。送货地址和订单历史也被泄露。Coupang上周表示，此次数据泄露事件的肇事者曾访问了3300万个账户，但仅保留了约3000个账户的用户数据。

京东线上线下将全面承接国家补贴

1月1日起，京东线上线下即将全面承接国家补贴落地。据了解，消费者购买活动指定的冰箱、洗衣机、电视、空调、电脑、热水器产品，单件/单次至高补贴1500元；购买活动指定的手机、平板、智能手表手环、智能眼镜产品，单件/单次至高补贴500元。

三、广告片

瑞幸咖啡和褚氏农业联名推出「褚橙拿铁」

12 月 28 日，瑞幸咖啡和褚氏农业联名推出的「褚橙拿铁」如约回归。作为一年一度的产季限定，今年瑞幸继续以「新一年，甜刚好」为主题，将来自云南哀牢山的冰糖橙鲜甜，再度融入醇香咖啡。

四、趋势洞察

2024年全国旅游及相关产业增加值占GDP比重为4.35%

国家统计局发布2024年全国文化及相关产业、旅游及相关产业、农业及相关产业增加值占GDP比重。经核算，2024年全国旅游及相关产业增加值为58631亿元，占国内生产总值（GDP）的比重为4.35%，比上年提高0.11个百分点。

1—11月物流运行数据公布，物流总额同比增长5.0%

中国物流与采购联合会今天公布今年1至11月份物流运行数据。数据显示，物流运行总体平稳、服务质效持续优化。1—11月份，全国社会物流总额331.2万亿元，按可比价格计算，同比增长5.0%，11月当月增长4.5%。

五、海外

品牌安全平衡之道

In October, the Media Rating Council revoked Meta’s brand safety accreditation for its Facebook and Instagram feeds just a few months after Meta had earned it.

Why? Because Meta decided to stop participating in MRC brand safety audits.

The move raised a lot of eyebrows.

On the surface, it looked very much like one of the biggest ad platforms in the world was dodging independent oversight at a time when the spread of misinformation and the rise of generative AI content are making brand safety more critical – and complicated – than ever.

But Brittany Scott, who spent two years at Meta with a specific focus on product marketing for brand safety, says on this week’s episode of AdExchanger Talks that she views the decision less as an evasion of scrutiny and more as a signal that the onus for oversight is shifting toward advertisers and their independent partners.

To be fair, Scott would say that. In 2023, she left Meta for a job at third-party verification vendor Zefr as VP of brand partnerships. She was promoted to SVP of global partnerships in December.

Zefr specializes in brand safety verification for advertisers within social walled gardens, including Facebook, Instagram, YouTube and TikTok.

Advertisers need standards, Scott says, if not a referee. At the moment, that’s the MRC. Still, earning and maintaining MRC accreditation is a very time-consuming and pricey process, says Scott, which she knows firsthand.

安德鲁·利普斯曼：2026年零售媒体十大预测

1. IN-STORE RETAIL MEDIA will intensify as a battleground for top CPG retailers. 

2. PERFORMANCE TV will hit an inflection point for growth – but run into ROAS roadblocks. 

3. MARKETING MIX MODELS will get scrutinized for underestimating the value of retail media.

4. 3P MARKETPLACES will create RMN momentum for newly launched specialty retailers. 

5. RMN CREATOR ACTIVATIONS will become central to retail media offerings as brands prioritize breakthrough creative. 

6. AGENTIC COMMERCE will have no discernible impact on ecommerce traffic. 

7. DIGITAL ENDCAPS will gain prominence in-store and on-site as dynamic video proves its value. 

8. SOCIAL VIDEO will drive gains in off-site retail media by tightening the loop between discovery and purchase.

9. EXPERIENTIAL RETAIL MEDIA will put a spotlight on high-value formats that drive customer lifetime value. 

10. CHALLENGER BRANDS will leverage retail media advantages to gain share vs. established brands in a downturn.