品牌

喜茶回应裁员：年前少量的人员调整为基于年终考核的正常人员调整和优化

媒体报道称，喜茶进行大规模裁员，涉及30%员工、有部门被全裁。对此，喜茶方面回应称，相关传闻皆为不实信息，公司不存在所谓大裁员的情况，年前少量的人员调整为基于年终考核的正常人员调整和优化。同时，员工的年终奖也均已根据绩效表现，于春节前正常发放至员工手中。

奈雪的茶：预计2021年收入约42.8亿元-43.2亿元

奈雪的茶在港交所发布公告称，预计2021年将录得收入约42.8亿元-43.2亿元，录得经调整净亏损1.35亿元-1.65亿元。2022年1月，集团奈雪的茶茶饮店同店收入维持恢复态势。中国大陆新冠疫情有所缓解，位于西安的奈雪的茶茶饮店已经完全恢复营业，新冠疫情对集团业务表现影响有限。

Peloton第二财季营收11.3亿美元，低于预期

Peloton第二财季营收11.3亿美元，预期11.4亿美元；预计2022年营收37亿至38亿美元，预期为44亿至48亿美元。截至发稿，Peloton美股盘前跌超10%。

雀巢集团收购有机营养品公司Orgain

近日，德弘资本（DCP）宣布其投资的有机营养品公司Orgain被雀巢健康科学集团收购。收购完成后，雀巢成为Orgain的控股股东，德弘资本、ButterflyEquity以及Orgain的创始人兼首席执行官AndrewAbraham将在公司保留一定数量的股权。

小米董事长雷军：三年内拿下国产高端手机市场份额第一

小米董事长兼CEO雷军8日在微博发文称，小米集团举办了虎年开年来第一次重要会议——高端化战略研讨会，明确了：高端之路是小米成长的必由之路，也是小米发展的生死之战，会坚定不移执行高端化战略。雷军还称，从今天开始，小米集团正式组建高端化战略工作组，在“三年手机销量全球第一”战略牵引下，清晰了高端化战略目标：产品和体验要全面对标iPhone，三年内拿下国产高端手机市场份额第一

互联网平台

Meta再次警告欧盟：若无法继续传输数据，将把Facebook等服务撤出欧洲

Meta Platforms再次表示，如果无法继续将用户数据传输回美国，将把Facebook和Instagram撤出欧洲，目前监管层正在磋商取代一份已经废止的隐私协议。

英国大臣警告：Meta若不遵守英国新《网络安全法》，扎克伯克可能蹲监狱

据报道，英国数字、文化、媒体和体育部大臣娜丁·多里斯警告说，如果Meta Platform（原Facebook）不遵守新的《网络安全法》，该平台创始人兼CEO马克·扎克伯格可能会被关进监狱。报道称，英国《网络安全法》法案近日补充了一些新内容，以此迫使社交媒体公司对非法内容采取更快的行动。

Google时隔八年焕新logo

字节跳动新公司经营范围含酒类经营，成立朝酿暮饮公司

天眼查显示，近日，北京朝酿暮饮商贸有限公司成立，注册资本100万人民币，法定代表人为杨伟峰，经营范围含酒类经营；食品经营；销售日用品、服装、电子产品等。股权穿透图显示，该公司由字节跳动（香港）有限公司间接全资持股。

微信：2022春节期间带封面的红包收发超50亿个

微信发布2022虎年春节数据报告。报告显示，春节期间，微信红包封面领取总个数超3.8亿个，带有封面的微信红包收发总数超50亿。生鲜小程序交易额同比增长51.8%，百货及购物中心小程序访问量同比增长25.5%；除夕当天，微信里的外卖活跃度相比2021年春节增长约13.8%。此外，相比2021年春节期间，通信行程卡小程序访问量同比增长248.8%；医疗类小程序访问量同比增长62.7%。

案例

王者荣耀×沈腾：推出虎年限定皮肤

花呗×国家宝藏×诺梵巧克力，联合推出“敦煌古籍”巧克力

既有人探索未来，也有人传承历史。然而，传承历史的文物修复工作，一直以来并没有获得太多社会关注度。为助力文物修复，花呗成立专门的公益项目「花呗文物守护计划」，首批修复的文物中就有敦煌遗书，文物本体已在国家图书馆开展修复工作。这次就是通过“敦煌古籍巧克力”的产品及传播，让更多年轻人感知文化传承、关注文物修复。

趋势洞察

2022年营销趋势报告：66%的营销人员表示预算将在2022年有所增加

DCMN的调查对象是来自美国、英国、德国、法国、荷兰和印度的内部营销人员，目的是了解他们在2022年的增长目标、规划和挑战。

结果令人印象深刻，并预示着未来一年的营销反弹：大多数营销人员的广告预算将增加，而播客和CTV等渠道的投资将提供大量新的机会来接触不同的受众。

金钱谈判：大部分营销人员（66%）的预算将在2022年有所增加，只有7.3%受访者的预算将减少。这对机构来说尤其是好消息，71.2%的受访者还计划增加合作伙伴的数量。

正确的媒体组合：预算还将用于试验新的形式和广告渠道。除了数字广告，营销人员计划重点关注和投资最多的三个渠道是移动广告、播客和CTV。

消费者在控制中：尽管隐私方面仍存在阻力，但消费者对定制广告的需求仍然很大。43%的德国消费者表示，如果广告更有针对性，他们会发现广告更有用。但是，33%的消费者表示他们不信任任何形式的广告，这表明营销人员需要努力消除巨大的声誉问题。

中国旅游研究院：2022年春节假日旅游市场数据报告

一、消费在升级，市场在下沉

壬寅年春节假期七天，全国国内旅游出游 2.51 亿人次，同比减少 2.0%，按可比口径恢复至 2019 年春节假日同期的 73.9%。实现国内旅游收入 2891.98 亿元，同比减少 3.9%，恢复至 2019 年春节假日同期的 56.3%。

一、消费在升级，市场在下沉

壬寅年春节假期七天，全国国内旅游出游 2.51 亿人次，同比减少 2.0%，按可比口径恢复至 2019 年春节假日同期的 73.9%。实现国内旅游收入 2891.98 亿元，同比减少 3.9%，恢复至 2019 年春节假日同期的 56.3%。

三、政府的每一份努力，游客都能感受到

一切自然和文化遗产，终将为本地居民和外来游客所共享。继西湖景区免费开放后，桂林象鼻山景区于今年除夕免费向市民和游客开放。假日七天，景区共接待游客 74,333 人次，同比增长 111.85%，其中接待游客超过 4 万人，同比增长 270.80%，市民同比增长 32.98%。

海外

对于苹果App Store 是“经济奇迹”，但对于开发者不是

Apple and third-party developers have grown so far apart, it’s difficult to tell when they’re talking about the same mobile app ecosystem.

For Apple, the iOS ecosystem is chugging along beautifully. The company’s Services revenue – the commissions it makes on in-app transactions and subscriptions – grew to $19.5 billion in Q4 2021, up by a quarter from the prior year (which was already a high water mark, because 2020 over-indexed in ecommerce sales rather than store-goers during the holiday).

“The App Store continues to be an economic miracle for developers around the world and a safe and trusted place for consumers to discover their favorite apps,” Apple CEO Tim Cook told investors during earnings a week ago.

The App Store is certainly a miracle for Apple. The company’s profit margin on Services revenue is a whopping 72.4%, which is up from previous quarters. An additional 165 million paid subscriptions were purchased through the App Store last year, for a total of  785 million paid subscriptions, though Apple doesn’t disclose how many of those are for its own services (Apple TV+, Apple Music, Apple Arcade and Fitness+, to name a few) rather than third-party developers.

In 2021, Apple’s Services business earned $72 billion, making it big enough to be a Fortune 50 company in its own right, said Apple CFO Luca Maestri on the company earnings call.

Developers, however, would dispute Apple’s rose-tinted outlook on App Store economics.

谷歌（某种）微妙的控制机制

Google businesses have become more and more tightly tied together. The common thread is often privacy, but sometimes Google Cloud is the tie that binds. 

You can see the trend surfacing on the bottom line. During earnings this month, for example, Google cited retailer cloud account wins bolstering its advertising business. But mostly the evidence comes to light in seemingly mundane news announcements.

Case in point: A Google tag manager beta is now allowing publishers to augment tags with user-provided data, like when someone sends an email, Search Engine Land reports. That data in turn impacts what advertisers bid, except – and herein lies the rub – only for Google demand. Oh, and conversions are only tracked by Google Analytics.

On the brand side, linking first-party data with Google’s publisher-provided identifiers (PPIDs) is a simple toggle-and-save in the settings. But to sync data with non-Google PPIDs (such as ID5’s ID, the Unified ID 2.0 identifier or LiveRamp’s RampID) requires additional contractual terms in the form of yet another checkbox alerting users to how encrypted signal sharing works plus contact info for the brand’s account admin, primary EU representative and data protection officer. (H/t Lukasz Wlodarczyk of RTB House.)

Criteo 首次亮相超级碗

Lots of first-time advertisers are heading to the Super Bowl this year: electric vehicle makers, crypto brands … and Criteo?

It’s hard to imagine a bigger stage for a company that usually operates behind the scenes.

Criteo’s ad, which is set to air during NBC’s broadcast of the Super Bowl in three markets (NYC, Chicago and San Francisco) features a woman in a coffee shop accosted by increasingly insistent future versions of herself all claiming they know what’s best for her.

The tagline: “Everyone will try to tell you what the future holds. Criteo is creating an open internet where you can choose what’s best for you … and future you.”

Anyone in ad tech knows that Criteo is referring to keeping the open web, well, open, despite platform changes like Google’s decision to (eventually) remove third-party cookies from Chrome. Consumers want choice, etcetera.

Difficult to say what an average consumer will make of the ad or its underlying message, but Criteo is hoping viewers are curious enough to visit an accompanying microsite with more information about commerce media and the future of the open internet.

Criteo isn’t the only B2B company shelling out for airtime during the big game this weekend. Workforce app development platform Monday.com and online retailer Rakuten are also making their Super Bowl debuts this year.