1.欲加速数字化转型，Prada与甲骨文达成合作

近日，意大利奢侈品集团普拉达(Prada)宣布，已和全球软件供应商美国甲骨文(Oracle)公司达成合作，以加速旗下品牌的数字化转型。

据悉，甲骨文将在产品销售和预测、经营业绩分析、确定采购限额、提升个性化购买体验、云服务等方面优化Prada集团经营流程，提升零售效率，以更灵活、更及时地应对市场变化。

对此，Prada市场营销和传播负责人Lorenzo Bertelli表示到，与甲骨文合作，是集团推进加大技术投入增加运营效率这一战略的举措之一。Lorenzo Bertelli还透露到，集团正在加大对电商的投资力度，目标2020年在全球所有市场推出电商业务。

2.一款以蜗牛为原型的颜料，拍了部马卡龙风的三维动画

齐白石曾说过：作画贵在似与不似之间，不似则欺世，似则媚俗。

近期，属全国知名美术用品品牌之一的米娅创新发布了一款以“蜗牛”的形为原图的固体粉饼颜料。为了这款产品的发布，米娅文化找到至幻蘑菇为其发布会上创作了这部马卡龙风格的三维动画，并收到一致好评。

3.谁又在叫板故宫？

前不久，国内彩妆品牌卡婷推出了三款古风口红，并打着“颐和园口红”的旗号将它们命名为凤仪红、凤翎红、凤韶红。这“碰瓷”故宫口红的营销套路，引发了口红界的宫斗大戏，迫使颐和园陷入了一场“故宫PK颐和园，谁才是正宫口红”的口水之争。一直以来，走“中国风”设计路线的卡婷，都有借故宫上位之嫌，但这一次，卡婷切换了戏路，靠强蹭颐和园的热度，成功出位。微博上，颐和园“正宫口红”话题引发了7000余万人次围观，近7.9万条讨论，淘宝上，以颐和园图案为卖点的卡婷“颐和园口红”在24小时内卖出了4000支。

4.Instagram新产品负责人回答一切：社交电商到底怎么做？

新任产品负责人 Vishal Shah 认为，电商有潜力成为 Instagram 继广告之后的又一大收入支柱。

“贸易在GDP里的比重比市场营销要大得多，电商在整个市场中的占比还很小，移动电商占比更小。因此我认为，要想达到今天我们广告业务的高度，电商业务还有很长的路要走。但是电商的市场空间非常非常大，这就是为什么我们对它感到这么兴奋。”

Shah 近期在 Instagram 纽约分部接受了 Cheddar 两位记者的采访。双方探讨了 Instagram 在电商方面的商业前景、IGTV的现状、Instagram 两位创始人离职的选择，以及 Facebook 关于整合旗下应用通讯功能的争议性决定，和 Instagram 的产品发展论等等。

5.奢侈品电商寺库网2018年营收人民币54亿元，同比增长44%

4月4日讯，奢侈品电商寺库网(Nasdaq:SECO)于4月4日发布了截至12月31日的2018年第四季度及全年财报。根据报告：第四季度总营收为17.926亿元人民币，比去年同期的14.116亿元人民币增长27.0%。2018年年度营收为人民币53.876亿元，较2017年的人民币37.405亿元增长44.0%。毛利率为17.8%，而2017年为16.4%。

6.阿里腾讯苏宁联合三大车企成立的百亿元基金已成立公司

4月4日讯，根据中国基金报报道，由长安、一汽、东风三大汽车央企联合腾讯、阿里、苏宁等互联网巨头共同设立的私募股权公司南京领行股权投资管理有限公司已于4月2日成立。标志着这一项目的推进正式迈出第一步。该基金以投资新能源汽车为主的共享出行产业。

根据国家企业信用信息公示系统显示，该公司八大股东分别为苏宁投资有限公司、中国第一汽车集团有限公司、东风汽车集团股份有限公司、重庆长安汽车苏宁投资有限公司、深圳市腾讯便捷出行有限合伙企业(有限合伙)、杭州阿里巴巴创业投资管理有限公司、深圳世嘉利资产管理有限公司、无锡飞叶投资有限公司。

7.流媒体音乐大战加剧：苹果在美付费订阅用户数量超越Spotify

据华尔街日报报道，知情人士透露，苹果公司流媒体音乐服务在美订阅用户数量已超过其瑞典竞争对手，世界最大的流媒体音乐服务商Spotify 。截止2月份，在美国，苹果的流媒体音乐服务订阅用户的月增长率为2.6%至3%，而Spotify为1.5%至2%。

8.三星一季度利润预计下滑60% 创逾四年来最大降幅

4月5日周五，三星电子发布一季度业绩指引，称受到内存芯片价格下跌、显示器面板销售放缓、智能手机疲弱的影响，该公司一季度运营利润或将下滑60%，创下2014年三季度以来的最大跌幅。

当季三星电子运营利润预计为6.2万亿韩元（约合55亿美元），不及分析师预期的6.93万亿韩元。营收预计同比下滑14%至52万亿韩元（约合457亿美元），具体的财务数据将在4月底披露。

9.大品牌们建立自己的DTC，并不是件容易的事

Large, established companies such as P&G, Verizon and Kellogg’s are building direct-to-consumer (DTC) brands to compete with the challengers encroaching on their territory.

In addition to investing in or acquiring other DTC brands, there are strategic advantages to a company building its own. P&G for instance thinks of buying, building and acquiring brands as a “three-legged stool.”

“It’s going to take a lot of different bets,” said Lauren Thaman, communications leader at P&G Ventures.

P&G Ventures created skincare brand Meladerm and Pepper & Wits, whose products alleviate menopause symptoms, as well as the essential oil bug spray Zevo. Verizon went DTC for its low-cost mobile service, Visible. Kellogg’s created a “speed team” to launch new brands including Joybol and Happy Inside.

10.艾伯森正在加大数字广告平台投资

The US retail chain Albertsons, which also operates grocery brands like Safeway, Acme and Shaw’s, is accelerating investments in the data-driven advertising platform it launched last year for consumer brands carried in stores.

The idea is to turn its retail loyalty card programs into an advertising and attribution engine, since those shoppers can be tracked over time or retargeted online by advertising technology. Albertsons works with Quotient as its platform tech provider.

And now that its loyalty data can be effectively monetized, Albertsons is doing more to drive sign-ups. Some Albertsons grocer brands introduced loyalty cards in the past year or two, and now the loyalty programs account for 20-30% of purchases, Sales said. Safeway, which has had a membership club program for decades, is between 80-90%.

11.Magna 预计2020年前，美国OTT广告收入将翻番

TV dollars are following eyeballs and shifting to over-the-top.

Magna said Friday that its 2018 forecast for US OTT ad revenues came in short. The agency predicted OTT ad revenues would hit $2 billion in 2018, but they actually hit $2.7 billion at a 54% year over year growth rate.

As a result, Magna is revising its OTT ad spend forecast upwards, predicting 39% growth to $3.8 billion in 2019 and 31% growth to $5 billion by 2020.

“The penetration and consumption of OTT homes in the US grew faster than we thought,” said Vincent Letang, EVP of market intelligence at Magna. “There’s an increasing number of people accessing OTT and more content to be consumed.”

12.Snapchat发布了“受众网络”，以后可在其它平台发布广告了

Snap’s stock continued to rise higher on Friday -- a day after its Snap Partner Summit in Los Angeles -- on its new ad plans.

The company has decided to run advertising coming from other apps. Snap’s stock was up 6% to $12.00 in early trading.

A new ad platform for the social-media company, called the Snap Audience Network, allows advertisers to reach a larger group than by advertising on Snapchat alone.

It is intended to be a boost to third-party app makers that don’t have the infrastructure to sell advertising.

13.耐克签下大满贯网球冠军大坂娜奥米（Naomi Osaka）

On the heels of Adidas’s new partnership with Beyoncé, Nike has its own new celebrity deal. The Beaverton, Oregon-based sportswear has signed tennis star Naomi Osaka to its athlete roster. Osaka, who won the US Open last year in a high-profile, dramatic defeat of Serena Williams, had been an endorser of Nike rival Adidas. She joins the well-known ranks of Nike brand ambassadors including Williams, LeBron James and Colin Kaepernick.

Osaka's first match wearing Nike will be on April 22 at the Porsche Tennis Grand Prix in Stuttgart, Germany.

14.Facebook广告可能会导致涉嫌歧视

Even when advertisers set their targeting parameters to be “highly inclusive,” Facebook’s ad delivery system might be discriminating based on their gender and ethnicity.

That’s according to a new study from Northeastern University, the University of Southern California and consultancy Upturn.

“Our results demonstrate previously unknown mechanisms that can lead to potentially discriminatory ad delivery,” the researchers write.

There are several potential reasons why Facebook’s ad delivery algorithms might open the door to discrimination, they contend.

15.亚马逊新推出的Alexa，是向声音营销迈出的一大步

Amazon’s decision to enable companies to create voice skills for use in the office without having to write code – instead, they can now use one of dozens of "blueprints" – is a welcome boost for voice. But companies should proceed with caution if they are to take full advantage of the opportunities this will bring.

Plans for a set of tools for using the Alexa voice-activated virtual assistant at work were first announced in November 2017, along with details of initial partners developing specific "skills", or apps, for business customers, all initially focused around conference rooms and productivity.

As well as an opportunity to tailor Alexa skills to their own company – voice access to an employee director, for example, or company calendar information – more practical uses include adjusting lights or room temperature, as well as accessing information about the news or weather, setting timers or asking questions, as you can do at home with an Amazon Echo.