王腾被小米辞退后考虑自立门户创业

小米原中国区市场部总经理王腾于今年9月因泄密被辞退。10月17日王腾微博转发红米手机官方推文并表示：K90 Pro Max，史上最强的K系列，产研团队倾注了很多心血打造，值得大家期待，预祝下周发布顺利、大麦！ 在评论区，有网友称“没有腾总的红米总觉得少了点什

么”，王腾回应称“公司少了谁都会正常运转的，请大家继续多支持REDMI”；此外，王腾称最近“在考虑些创业的项目，尝试点新挑战”。

开云集团或将把美妆部门出售给欧莱雅

两名知情人士透露，拥有古驰等时尚品牌的法国奢侈品集团开云即将将其美妆部门出售给欧莱雅。其中一名消息人士证实，这笔交易价值约40亿美元，与此前的报道一致。报道称，全球最大的专业化妆品与美妆企业欧莱雅将通过此次交易收购香水品牌Creed，并获得为开云集团旗下时尚品牌（包括Bottega Veneta、巴黎世家、麦昆等）开发美妆产品的权利；报道还指出，该交易可能于下周正式宣布。

保时捷：任命Michael Leiters为公司首席执行官

10月17日，保时捷公司监事会宣布任命迈克尔·莱特斯博士（Dr. Michael Leiters）为首席执行官，任命自2026年1月1日起生效。同时，保时捷表示，领导公司十年之久的首席执行官奥利弗·布鲁姆博士（Dr. Oliver Blume）将继续担任大众汽车集团首席执行官。

优必选再爆亿元大单，Walker人形机器人全年订单金额已超6.3亿

10月19日消息，“人形机器人第一股”优必选中标“广西具身智能数据采集及测试中心设备采购及安装”项目，订单金额达1.26亿元。根据项目规划，本次采购涵盖优必选最新款可自主换电的全自主具身智能人形机器人Walker S2。该订单计划于合同签署后于2025年内完成交付。此次中标也是继9月份2.5亿全球单笔最大金额订单以及近期连续斩获数千万订单后，优必选获得的又一个超亿元人形机器人大单。目前，优必选Walker系列人形机器人全年已获得超6.3亿元订单。

二、互联网

快手双11购物节正式开启

10月18日，快手双11购物节正式开启，官方补贴包括20亿红包、310元全平台通用大额消费券限领、商城官方商品最低78折等。

抖音电商：双11超3万个服饰商家直播销售额同比增长300%

10月17日晚间消息，抖音电商披露数据，10月9日至14日，抖音电商双11搜索带动销售额同比增长74%，店播销售额破千万元的商家数量同比增长4倍，越来越多商家通过内容与货架融合经营，拓展增长空间。

在多个行业中，服饰品类表现亮眼。平台数据显示，10月9日至14日，超过3万个服饰商家通过直播带动销售额同比增长300%；搜索带动销售额破千万元的服饰商家数量同比增长200%；商城带动服饰商家销售额破千万元的数量同比增长112%。直播、搜索与商城等多场景协同发力，推动服饰行业整体增长。

苹果公司CEO库克：Apple Intelligence正在努力进入中国市场

10月18日，苹果公司CEO库克现身上海，在全球财富管理论坛·2025上海苏河湾大会上，与全球财富管理论坛执委会主席、清华大学经管学院院长白重恩围绕“科技驱动时代的创新边界”进行对话。库克在对话中透露，Apple Intelligence（苹果智能）目前正在努力进入中国市场。他同时表示，人工智能可以做了不起的事情，它改变了人们的生活，包括救人性命。

京东：“国民好车”001号上线京东拍卖，首位车主将通过竞拍产生

10月17日晚间消息，在10月14日举办的京东11.11惊喜开放日活动上，京东官宣将于11.11期间联合广汽、宁德时代正式推出一款神秘“国民好车”，并于京东平台独家销售。从京东方面获悉，这款“国民好车”001号已正式上线京东App，并在“京东拍卖”频道开启预订，起拍价为1元。

此前，有消息称，“该车定价将在10万至12万之间，而此次京东001车通过1元起拍的方式推出，也意味着起最终价格将完全由车主确定。据悉，此次拍卖于10月17日开启线上预约，10月22日14：00正式开拍。

百度健康发布AI管家

36氪获悉，10月18日，百度健康在2025致敬医者盛典上发布百度健康AI管家。该产品首创 “AI+真人”协同的双保障模式，不仅在模型训练阶段加入真人医生海量标注，AI生成健康建议后模型也将自主判断推送真人医生二次实时核验。据了解，百度健康AI管家定位于个人7*24小时的AI健康助手，目前已有36万医生参与实时标注和校验。

三、广告片

雅诗兰黛抽象广告：这是杨幂，喝茶的杨幂

杨幂的抽象广告又更新了。

雅诗兰黛携手代言人杨幂带来底妆「幂」方小剧场，整支广告分为内调外养篇、晨练篇。

开头一句“这是杨幂”，已经给人期待值拉满了。在广告短片中，杨幂展示了秋冬养生的一面，静心围炉煮茶、早起做上一套养生操。杨幂一如既往淡定的精神状态，配上画外音一本正经地进行解说，形成了强烈的反差感。

四、洞察趋势

2025沈阳机器人大会意向签约金额超43亿元

在10月17日开幕的2025沈阳机器人大会上，59个有关领域项目实现签约，意向签约金额约43.46亿元人民币。

我国生成式人工智能用户规模超5亿

10月18日，中国互联网络信息中心在2025（第六届）中国互联网基础资源大会上发布《生成式人工智能应用发展报告（2025）》。报告显示，截至2025年6月，我国生成式人工智能用户规模达5.15亿人，较2024年12月增长2.66亿人，用户规模半年翻番；普及率为36.5%。报告认为，国产生成式人工智能大模型得到用户广泛青睐，并推动各种应用场景下的智能化改造升级。调查发现，超九成用户首选国产大模型。生成式人工智能被广泛应用于智能搜索、内容创作、办公助手、智能硬件等多种场景，还在农业生产、工业制造、科学研究等领域得到积极探索实践。

北京经开区签约落地四大汽车产业重点项目

36氪获悉，据“北京亦庄”公众号消息，10月17日，北京经开区分别与酷睿程（北京）科技有限公司，以及北京福迈迪科技有限公司、海纳川浩夫尔（北京）新能源汽车驱动系统有限公司、北京飞特巴斯科技有限公司签约，落地四大汽车产业重点项目，进一步延链补链，增强智能网联汽车产业链韧性与安全水平。

五、海外营销

企业压力扼杀了 Lululemon 的创意灵魂

Last week, Lululemon founder Chip Wilson took out a full-page ad in The Wall Street Journal and let rip. His critique cut through the familiar boardroom haze, painting his former brand’s decline with the vivid urgency of a plane crash.

His words carried particular scorn for the board’s governance, faulting them for “systematically dismantling the business model” and losing key creative talent, as well as the institutional knowledge that made Lululemon great.

The financial data backs him up: Lululemon shares have plunged more than 50% over the past year.

At the heart of Wilson’s critique–and the top of his list of fixes–are words often forgotten as growth and corporate gentrification take hold: product, brand, entrepreneurial, and creative.

Each is essential to success. Each is gradually threatened as a business grows and forgets the very things that made it grow in the first place.

Wilson calls this process “GAP-ivization.” It’s a terrible word for an acute observation. Corporate America is great at short-term, conservative growth, but entirely useless at maintaining the fire that built a company’s early success.

Let’s review each word in turn and remind ourselves what is required.

Brand

To build a brand like Chip Wilson did, you must embrace differentiation. Not the McKinsey version with bland charts and value curves. The prehistoric version. The massive, flashing risks that follow a different path and create something unlike everything else.

There is no such thing as “brands” in general. That would be an oxymoron. There is just “The Brand:” capital “B,” no plural “s.” When Lululemon launched, it was not like anything else. When you have that degree of differentiation, consumers become price insensitive and brands grow.

Maintaining difference is crucial—but tricky. Growth is a potent enemy here. It brings copying competition, adds layers to the corporate hierarchy, attracts generic people with generic thinking.

Before you know it, you are the boring center of the category, and everyone else has moved on. GAP, in other words.

Product

When the Four Ps were invented 60 years ago by the late Professor Jerry McCarthy, marketers had a clear manual for their field’s tactical levers. But a succession of marketing blockheads spent years suggesting other words—all astonishingly, starting with P—to replace the existing four.

In any other discipline, 60 years confers permanence; only in marketing does it signal the need for replacement.

We’ve had passion, process, purpose, and a pile of other pathetic proposals. While we fiddled with these substitutes, we lost the heartland of our discipline. Marketers vanished from product development and lost input into pricing or distribution strategy. Today, most marketing departments just handle communications.

But Chip Wilson knows that product is the most important “P,” and that marketers should be able to understand their consumers enough to improve, evolve, and advance the product in line with the brand.

That’s hard for most modern marketers, because they have zero experience and no remit to work on the products they sell. We have become so estranged from our products that we now need Product Marketers, because most “marketers” only know about advertising—if you’re lucky.

Entrepreneurial

If there’s a secret to resilient brand management, it’s the sheer bloody-mindedness of entrepreneurial thinking.

Far too many marketers tuck themselves into the warm embrace of process, consensus, and political correctness while tiptoeing around risk and innovation like there’s a prize for mediocrity. But the entrepreneurial approach—biting off more than you can handle and attacking, not supporting, the orthodoxy—is the only antidote to irrelevance.

Every breakthrough brand, from Apple to Nike, was led not by caretakers, but pirates willing to chart new territory and occasionally run their ship aground in the name of progress.

But it becomes logarithmically harder to maintain an entrepreneurial streak as the potential risk from failure increases. Jeff Bezos was amazing at growing Amazon, but even more astonishing at maintaining its entrepreneurial edge as his company grew bigger than almost any other.

Creativity

Too many marketers confuse marketing prowess with creative leadership.

I’ve been lucky to work with great creative people in my career. The first step in mastering creativity is realizing most of it isn’t coming from marketers. We are more creative than the finance department, but once you’ve worked with Parsons-trained talent, you appreciate that the role of marketing is to select, support, brief, and appreciate true creative talent. Not to be it.

Good marketers should learn to brief—a skill most are abjectly awful at. But their arrogance combined with the cowardice of agencies (who talk openly about the disastrous inability of clients to brief but say nothing to them directly) means nothing changes and creativity is always the loser.

谷歌的隐私沙盒正式消亡

Google’s Privacy Sandbox, the initiative kicked off in 2019 with the aim of developing innovative privacy-protecting technologies to replace third-party cookies on the web, is officially dead.

After a blog post today detailed 10 remaining Privacy Sandbox technologies being axed, a Google spokesperson confirmed to ADWEEK that the entire project is being retired.

“We will be continuing our work to improve privacy across Chrome, Android and the web, but moving away from the Privacy Sandbox branding,” the spokesperson said. “We’re grateful to everyone who contributed to this initiative, and will continue to collaborate with the industry to develop and advance platform technologies that help support a healthy and thriving web.”

The Privacy Sandbox tools being eliminated include

The decision to slash the tech was made after “evaluating ecosystem feedback” and observing “low levels of adoption,” Anthony Chavez, the vice president of Privacy Sandbox, said in a blog post.

The news comes just six months after Google officially abandoned its long-promised plans to wipe third-party cookies from Chrome in an effort to better protect user privacy. After pushing back its deadline for cookie deprecation multiple times between 2020 and 2024, Google eventually pivoted and said it would keep cookies but roll out a new opt-in experience for users.

This plan, however, was dissolved in April of this year, when Google announced it would ditch the consent method and go back to where it all started—maintaining its “current approach to offering users third-party cookie choice in Chrome.”

Considering this pattern, Google’s decision to slice up what’s left of the Privacy Sandbox will not come as a surprise to many.

Google will maintain a small number of tools developed in the Sandbox that have achieved significant adoption, including Cookies Having Independent Partitioned State (CHIPS), which enables websites to store cookies separately for each site a user visits, so the same third-party service can’t track the user across different properties.

The company will also maintain support for the Federated Credential Management API (FedCM), which lets users sign in to websites with existing accounts—such as Google or Facebook—while limiting the personal data shared and preventing those providers from tracking activity across different sites.