一、品牌

特斯拉：今年没有Model Y的改款计划

近段时间，特斯拉一直在北美大幅下调Model Y价格，由此引发市场对该款车型试图在更新之前清理库存的猜测。4月10日，特斯拉相关负责人表示，北美地区今年不会推出改款Model Y。特斯拉同样明确表示，针对中国市场，今年并没有Model Y的改款计划。

美的与蔚来签署战略合作协议，共同研发多款产品

美的与蔚来4月10日在美的威灵汽车部件安庆工厂签署了战略合作协议。根据协议，双方将加深汽车零部件领域及新技术研发的合作，共同研发包括但不限于空调压缩机、电驱动、热管理集成、车载冰箱等产品。此外，在工业领域，美的还将发挥机器人、数字化的优势，双方在工业机器人本体、汽车及一般工业自动化解决方案、运动控制整体解决方案、数字化管理系统、智慧物流等领域开展合作。

新款iPad或将直接发布

据DigiTimes报道，从零售渠道消息人士处获悉，苹果公司今年将不再举办春季特别活动，而是直接通过新闻稿的方式发布新产品。2024年春季的新产品包括配备OLED显示屏和M3芯片的iPad Pro、新的Apple Pencil 3。彭博社古尔曼透露苹果会在5月第二周推出新款iPad Pro / Air 平板。

小鹏汽车官宣正式进军港澳市场，预计今年三季度在香港启动交付

小鹏汽车发布声明称，10日通过与森那美汽车的经销商合作扩大业务范围。根据声明，通过此次合作，小鹏汽车将为香港市场的消费者提供最新的智能电动汽车，以及包括品牌展厅、售后支持与贯穿购买过程各个阶段的全面指导，预计今年第三季度开始交付。小鹏汽车另外宣布其在澳门市场的计划，将与新康恒集团合作，预计今年5月启动交付左舵车款。

二、互联网

京东回应称10亿现金扶持布局短视频领域属实

接近京东人士称，京东近期正在内部重点讨论如何布局短视频领域，为此京东高层已经多次组织小范围讨论并形成了共识，确定要对短视频赛道进重点投入，现金补贴在10亿量级。近年来，抖音、快手、微信视频号都在短视频领域获取了大量流量，并依托流量进入电商领域。京东回应称，传闻属实，将投入十亿现金和十亿流量作为奖励，吸引更多原创作者和优质内容机构入驻。

Meta官宣下一代AI训练与推理芯片项目

Meta Platforms当地时间4月10日宣布其训练与推理加速器项目（MTIA）的最新版本。MTIA是Meta专门为AI工作负载设计的定制芯片系列。Meta表示，与第一代MTIA相比，最新版本显著改进了性能，并有助于强化内容排名和推荐广告模型。

百度网盘推出AI摄影创意工具超能画布

近日，百度网盘推出专注人像摄影的AI创意生成工具——超能画布。据介绍，通过百度自研的图像大模型以及智能人脸融合算法，只需上传1张照片，输入一句文字指令，1分钟即可生成AI写真，批量切换几十种背景、服装，还能对人物表情、发色、画面元素进行局部重绘。

亚马逊拟投资2500万美元进行为期10年的研究合作以推进人工智能

4月10日，亚马逊宣布与华盛顿大学、筑波大学和英伟达建立新的研究合作伙伴关系。公司将在这项为期10年的合作中投资2500万美元，以支持关键年度计划，其中包括人工智能研究经费以及资助博士后和博士奖学金。

OpenAI和Meta准备推出具有“推理”能力的新AI模型

FT中文网消息，OpenAI和Meta即将发布新的人工智能模型，他们表示这些模型将具备推理和规划的能力，这是在机器中实现超人认知的关键步骤。本周，OpenAI和Meta的高管表示，他们正准备推出其大型语言模型的下一个版本。这些系统为ChatGPT等生成式人工智能应用提供动力。

美团回应共享单车节假日涨价

近日，有网友发帖称，美团单车、哈啰单车等共享单车节假日涨价，起步价从原来的1.5元/15分钟，涨至1.8元/15分钟。部分网友称，企业此番悄悄涨价，有“刺客”嫌疑。对此，美团工作人员回应称：节假日人力成本、运维成本普遍上涨。共享骑行是重资产投入，算上折旧和人力费用，如不在部分城市进行价格动态调整，则很难维持运营。

三、广告片

可口可乐×漫威宇宙合作：新广告，新包装

本次合作将全球最知名的饮料品牌与迪士尼IP联系在一起，双方合作历史超过60年。“Coca-Cola x Marvel: The Heroes”展示出，即使是最大的消费品牌也在努力与流行文化建立联系。

京东买药 × 沈腾短片，说到就到

京东健康邀约沈腾拍摄了一支只有15秒的广告短片，通过超快的节奏突出平台及时送达的特性。

四、营销趋势

“五一”国内机票预订量增长近40%，出境游需求旺盛

航旅纵横大数据显示，截至4月7日，“五一”假期期间，国内航线机票预订量近120万，比一周前增长近40%；“五一”假期期间，出入境航线机票预订量超过56万，比一周前增长约12%。机票价格方面，目前“五一”假期的国内航线平均票价（不含税）已高于清明假期。航旅纵横预测，参照往年小长假的情况，“五一”出境游的需求预计将比较旺盛，前往东南亚、日韩等周边国家，特别是免签国家的旅客量预计有更为明显的增长。

39家食品饮料公司发布年报，净利润总额近千亿元

截至4月10日，沪深两市共有39家食品饮料上市公司发布2023年业绩报告。通过东方财富Choice数据统计，上述39家公司2023年的营业总收入合计为3938.42亿元，同比增长7.54%；归属于上市公司股东的净利润合计为993.13亿元，同比增长18.8%。对于食品饮料行业去年的整体表现，前海开源基金首席经济学家杨德龙表示，在经济转型的过程中，消费赛道虽然增速没有那么高，但是品牌消费品的需求依然较大，且具有抗风险、穿越经济周期的能力，白酒、饮料等行业依然具备持续增长的机会。

五、海外营销

立即规划以隐私为中心的战略

Third-party cookie deprecation, state and global regulations, and a new era of AI are driving a moment of significant change for marketers. To stay competitive, this must be a year of action. Brands should prioritize privacy at the core of their organizations to maintain the effectiveness and functionality of their marketing and measurement efforts.

Jason Hartley, head of media innovation and trust, privacy lead at digital advertising agency PMG, sounds off on how he and his teams are pushing advertisers to prepare in this pivotal year.

“Many brands are waiting to take action on the necessary privacy changes because it seems daunting or they’re unsure how to go about it,” said Hartley. “But if a brand waits until summer to take action on privacy changes, they will face challenges and miss big opportunities to gain market share.”

Although every brand is unique, Hartley recommends charting your privacy path with these considerations.

Embrace a privacy-first mindset

“A foundational step to build a privacy-forward brand begins with focusing on the positives and getting everyone involved,” said Hartley.

Instead of zeroing in on the penalties that may come from privacy non-compliance or what may break when third-party cookies go away, Hartley pushes his teams and clients to embrace this moment as an opportunity to meet the demands of the changing privacy landscape and grow their brands by innovating around the consumer.

And building a more privacy-centric future should be a priority for the entire organization, Hartley explained, from the C-suite to departments like marketing, data analysts, legal, privacy and engineering. This also means working with your agency partners, who have been developing new privacy and measurement strategies, tools and metrics in anticipation of changes. A cross-functional team is critical to understanding your privacy pitfalls and potential.

According to Hartley, “Prioritizing privacy doesn’t mean finding a replacement for cookies. It must be an organization-wide change in mindset.”

Identify your gaps

“After you’ve aligned to a common mindset and rallied your teams, you’re ready to identify existing gaps across your business,” said Hartley.

You may start by asking strategic questions that identify how prepared your organization is for these changes, where you want to be and if you have the resources to get there. You may also get more tactical in your exploration, like understanding how much of your current strategy relies on third-party cookies and if your investments are going towards tactics that won’t last beyond deprecation. It’s also important to know how you’re using first-party data, including its sources, who has access, how it’s stored and for how long.

Every business will face different situations as they go through this process. Retailers, for instance, have transaction data that is often siloed between online purchases and those from brick-and-mortar locations. Theirs is an exercise in stitching together first-party data into a unified view and determining how to best activate that data to drive effective outcomes.

Test with intention, measure for impact

Once you’ve identified your gaps, it’s time to close them with an agile test-and-learn approach while measuring for impact. “At the core, brands need to find the right mix for the long term without sacrificing performance in the near term,” Hartley shared.

In the short-term, double down on the efforts you know will not go away after support for third-party cookies is gone. For example, ensure you have a strong tagging foundation on your digital properties, you are capturing consumer consent and you have the analytics tools in place to measure engagement and traffic across your websites and apps.

From that foundation, begin testing new ways to build your first-party data strategy. A great place to start is low-hanging fruit like customer surveys, app usage or website visits. You might even have untapped sources of consented data across your business from customer service interactions or online chats. Or you may consider something entirely new, like a loyalty program.

And how do you know you’re driving business outcomes? Experimentation with measurement techniques like incrementality testing, media mix modeling and customer-based modeling will demonstrate the success of your tests even as third-party cookies and other identifiers phase out.

As you drive value from existing programs, test new ones and measure the impact, consider how AI can help you across all your efforts. The future of marketing is moving away from user-level precision to a world of aggregate insights. With the right data, AI can predict and model the evolving customer journeys to deliver stronger growth, more exciting creative and accurate measurement—all while protecting and respecting user privacy.

Build your privacy-first future now

Marketing’s core goals of engaging customers and driving profitable growth will stay the same, but the way they’re done is changing. The industry is shifting towards durable, privacy-first strategies that will open new opportunities to elevate customer trust and gain new market share.

With the deprecation of third-party cookies quickly approaching, now is the time to define those strategies for your business. Although your circumstances and starting point may differ, every brand can benefit from Hartley’s advice: Embrace a privacy-first mindset, identify your gaps and test with intention while measuring for impact.

“When you embrace this mindset and this challenge,” said Hartley, “there’s a lot to be excited about in a privacy-centric future.”