一、品牌

Supreme表示正筹备开设中国首家门店

Supreme韩国地区总负责人透露，继Supreme韩国首店将于8月19日开业后，Supreme中国首店正在筹备中。目前，Supreme在中国设有的唯一官方销售渠道为在北京王府中环潮流买手店DSM内开设的一小型柜台。该柜台在2022年11月开业。

迪士尼将大幅上调Disney+及Hulu流媒体服务的价格

迪士尼宣布新版流媒体服务价格，自2023年10月12日起，无广告版Disney+服务的月费将从10.99美元涨至13.99美元，涨幅超27%；无广告版Hulu的月费将从14.99美元涨至17.99美元，涨幅约20%。这是大约一年内Disney+服务的第二次涨价。迪士尼重申了此前2020年底宣布的目标，即到2024年9月流媒体业务实现收支平衡，并表示计划在年底前恢复在疫情期间取消的现金股息。

法拉利在华销售车辆中超四分之一买家为女性，比例为全球最高

彭博8月9日消息，知情人士透露，法拉利在中国销售的新车和二手车中，超过四分之一的买家为女性，比例为全球最高。过去五年来，女性买家平均占该公司在华销售额的26%。法拉利首席执行官Benedetto Vigna在一份声明中说，近年来，看到女性客户对法拉利的产品和体验越来越热情，“越来越多女性报名参加公司赞助的活动，例如赛车训练，表明了这一趋势”。

茶百道180亿入选福布斯独角兽榜

近日，2023上半年福布斯中国独角兽发布，茶百道上榜。成为中国新增23家独角兽中消费类企业中唯一的新增独角兽。今年6月，茶百道宣布完成10亿元人民币融资，这是茶百道获得的首笔公开融资，投后估值约180亿元。融资后，茶百道有望赴港上市。

二、互联网平台

阿里巴巴：2024财年第一财季营收2341.6亿元

阿里巴巴发布2024 财年第一财季财报。财报显示，阿里巴巴该季度营收2341.6亿元，上年同期营收2055.55亿元，市场预期2237.55亿元。其中，阿里云营收251亿元，淘天集团营收158.5亿元，本地生活营收144.5亿元。

快手首次正式公布大模型进展

8月10日中午消息，在2023快手光合创作者大会上，快手首次正式公布了大模型方面的进展。快手AI、用户增长业务负责人王仲远在会上展示了全模态、大模型AIGC解决方案和AIGC数字人(9.070, -0.13, -1.41%)产品“快手智播”。王仲远表示，快手“全模态、大模型AIGC解决方案”基于自研的基座大模型，提供文本生成、图像生成、3D 生成、音乐生成、视频生成等技术能力，覆盖从灵感启发到创意生成、从多元素材提供到智能化制作的内容创作全流程，通过人机协同，让创意更新奇、素材更多元、制作更轻松。

微信发布重要通知，9月起小程序必须备案才能上架

日前，微信团队官方发布“关于开展微信小程序备案的通知”，称微信公众平台ICP代备案管理系统将提供新增备案、变更备案、注销备案等服务，协助开发者完成微信小程序备案，备案系统将于9月1日上线。据介绍，若微信小程序未上架，自2023年9月1日起，微信小程序须完成备案后才可上架。

三、案例

耐克创意广告《感受每一个你》，健身是一段美丽旅程

近日，耐克发布创意广告《A Feel For Every You（感受每一个你）》。短片看上去像是一首大型混合交响乐，跟随着音乐的律动，每个人都在开展或汗流浃背、或低节奏的运动，但不管是何种姿态，她们都呈现出了舒适的状态和自信、健康之美。

B站将电子「瓜」田搬到街头，实现吃瓜自由

今年夏天，作为电子「瓜」田的B站将粉色大瓜田搬到了上海和北京的街头，请大家来尝尝B站UP主们自产自销的电子版影视娱乐好「瓜」。第一场结合夏日吃瓜的场景，在夏至当天上线，开启了吃瓜的仪式感；而到了北京，电子「瓜」田空降“娱乐圈大瓜产地”朝阳区，请朝阳群众吃瓜，双厨狂喜，尽显B站的玩梗本色。

四、趋势洞察

2022年上海广告发布收入公布，互联网广告收入占比超八成

2022年，上海广告发布收入中，互联网广告占比高达81.8%。2022年，上海共有主营广告单位94330户，同比增长23.8％。规模以上企事业单位达到2933户，同比增长33.8%，业务收入2381.8亿元，营收规模继续位居全国第二。

Brand Finance：2023年零售品牌100强

根据Brand Finance发布的“2023年零售品牌100强”，亚马逊再次被评为全球最有价值的零售品牌，品牌价值为2993亿美元。这是沃尔玛品牌价值的两倍多（品牌价值增长2%，达到1138亿美元）。自COVID-19大流行开始以来，亚马逊的品牌价值增长了36%，是全球所有行业中最有价值的品牌。

OXXO作为增长最快的竞争者进入零售排名，其品牌价值增长了56%

墨西哥零售品牌OXXO（品牌价值增长56%，达到23亿美元）进入零售百强榜单，成为今年增长最快的品牌。去年，其母品牌Femsa为OXXO推出了一项庞大的扩张计划，目标是在未来十年内将整个拉丁美洲的门店数量增加一半。

落伍:主要在线零售商ASOS跌出榜单，其品牌价值下降超过40%

由于生活成本上升，消费者在时尚方面的支出减少，ASOS（品牌价值下降41%，达到12亿美元）出现了重大亏损。

沃尔玛（Walmart）和家得宝（Home Depot）保持稳定，分别位居第二和第三

美国最大的零售商沃尔玛（品牌价值增长2%，达到1138亿美元）将在2022年继续排名第二，而家得宝（品牌价值增长8%，达到611亿美元）仍排名第三。沃尔玛受益于疫情后世界消费者消费习惯的变化，同时该巨头还通过“沃尔玛连接”扩大了广告计划，旨在通过多种渠道加强品牌与客户之间的关系。

五、海外

迪士尼押注广告？

It ain’t easy being a streaming service. Programmers have to juggle subscriber growth and advertising simultaneously, which is proving to be a struggle.

Disney’s revenue rose 3% YOY in Q3 to $22.3 billion, up from $21.5 billion, but Disney+ continues to lose subscribers.

The streaming service shed nearly 12 million subscribers, down from 157 million in Q2 to 146 million, although most of that came from its Disney+ Hotstar service in India. But there’s a good reason for the losses, Kevin Lansberry, interim chief financial officer, told shareholders during the company’s earnings call on Wednesday.

谷歌广告在假期前推出了几个新功能

Google Ads is rolling out several new features ahead of the holiday season.

The platform has made the changes in a bid to improve insights, expand access to the Search top slot, reduce onboarding time for local inventory ads, and enable marketers to quantify the impact of online-only bidding vs. Smart Bidding for store visits.

Why we care. It’s important to stay up-to-date with Google’s latest features, and test them so that you can gain early learnings to help shape your campaigns and bidding strategies.

What’s new? Google Ads is launching several new features to help drive efficiency for digital marketers, including:

Enhanced insights – Google Ads is updating its product page with more details regarding product issues, for example, stock inventory, missing feed information and high bidding targets (like ROAS). This is to help you better understand the performance of categories, brands, product types, and custom labels, giving you the power to make smarter, data-driven decisions.

Local inventory ads update – Google Ads is cutting down the average onboarding time for local inventory ads and has also introduced a new local store unit ad format. You can use this new format to better showcase your brand to potential customers as it combines inventory data from your local product feeds with imagery and information from your business profile.

New A/B experiments – You will now be able to quantify the impact of online-only bidding vs. Smart Bidding for store visits and store sales by running A/B experiments. This feature is currently available for Standard Shipping campaigns but is also being rolled out to search campaigns in the near future.

Expanded access to the Search top slot – Google Ads has implemented a new interactive ad format that shows business information, such as opening hours, and prompts customers who have shown explicit local shopping intent (like searching “near me”) with productive business actions, such as directions or calls.

70%的中小企业营销人员愿意为人工智能或自动化工具支付更多费用

Artificial intelligence remains a big draw with SMB martech buyers: 70% say they’d pay more for a marketing platform that gave them access to AI or automation tools, according to a new study.

SMBs (defined by the study as orgs with 250 employees or less) are a target-rich environment for vendors as only 26% have AI and/or automation technology, according to a study of nearly 500 SMBs conducted by digital marketing and automation platform Constant Contact and research firm Ascend2.

Big interest. Around three-quarters (74%) of SMBs are interested in using AI or automation, and 55% said their interest has grown over the last six months. Forty-six percent of SMB marketing leaders admit they only have a beginner’s knowledge about the benefits of the technology.

Top use cases. Here is where SMB marketers are using AI:

Social media (52%)

Content creation (writing or images) (44%)

Email campaigns (41%)

Ad targeting (38%)

Analytics (35%)

Website forms (34%)

CRM (30%)

SMS/text campaigns (25%)

Dig deeper: How a non-profit farmers market is leveraging AI

Worth the investment. Companies using AI/automation are finding it a big time saver.

60% of SMBs that currently use AI or automation in their marketing say they have saved time and are working more efficiently.

33% of SMBs estimate they have saved more than 40 minutes per week on marketing by using AII or automation.

Some reservations. Top concerns SMBs have about AI and automation are data security, perceived cost and the learning curve in adopting the technology.