一、品牌

CPE源峰向汉堡王中国注入3.5亿美元并将持有约83%的股权

CPE源峰宣布与汉堡王品牌达成战略合作，双方将成立合资企业“汉堡王中国”。CPE源峰将向汉堡王中国注入3.5亿美元的初始资金，用于支持其餐厅门店扩张、市场营销、菜单创新以及运营能力提升。汉堡王中国旗下全资关联企业将签署一份为期20年的主开发协议，该协议将授予其在中国独家开发汉堡王品牌的权利。交易完成后，CPE源峰将持有汉堡王中国约83%的股权，持有汉堡王品牌的餐饮品牌国际集团将保留约17%的股权。根据整体规划，双方计划将汉堡王在中国市场的门店规模从目前的约1250家，拓展至2035年的4000家以上，并实现可持续的同店增长。

全国多地西贝门店闭店，西贝回应：属于餐饮行业正常的经营行为

自10月以来，西贝多地已累计闭店近10家。36氪获悉，西贝发布声明称，开店、闭店属于餐饮行业正常的经营行为。西贝每年都会基于经营情况对门店数量进行动态调整。今年，西贝门店同样保持动态调整，近期包括深圳、汕头马等地门店团店，均属于正常调整范畴。

联合利华前高管戴夫·刘易斯出任帝亚吉欧CEO

帝亚吉欧11月10日宣布，任命戴夫·刘易斯（Dave Lewis）为CEO兼执行董事，明年1月1日起生效。刘易斯曾于2014年至2020年期间担任乐购集团CEO。在此之前，他曾在联合利华任职近三十年。

本土平价咖啡品牌崛起，星巴克中国变阵应对竞争

在中国市场首次大规模降价数月之后，星巴克再传股权架构调整。系列变阵动作的背后，是幸运咖、库迪咖啡等本土平价现磨咖啡品牌加速在一线城市布局，向高端品牌发起替代冲锋。业内人士表示，中国咖啡消费正在从“社交属性”逐渐转向“日常属性”，相比高端市场，高质平价咖啡因贴合当下需求，已成为主流消费趋势。不过，随着市场竞争加剧，现磨咖饮赛道也面临成本高企、产品同质化等挑战，供应链能力与稳定性有望成为平价品牌竞争力的核心。

二、互联网

天猫双11启动“狂欢48小时”，88VIP发9折无门槛券

从11月10日0点到11月11日24点，天猫双11“狂欢48小时”正式开启。活动期间推出多轮限时权益：11月10日早上88VIP可领无门槛9折消费券；上午10点开放美妆、服饰等万元品类券；晚8点限量开抢1499元飞天茅台。11月11日上午10点免费抽上海迪士尼双人门票，晚8点百亿补贴苹果“全家桶”到手价8999元。

抖音电商：“卖茅台低于市场价将被罚”相关传言不实

11月10日，有酒商表示，已接到抖音平台通知，酒商销售茅台价格如果低于市场行情价将会被处罚。对此，抖音电商相关负责人表示，关于抖音新规 “卖茅台低于市场价将被罚，达人自己补贴也不行” 的相关传言不实，属于误读。近日，针对消费者投诉个别商家和达人利用茅台进行虚假宣传等违规营销问题，抖音电商发起了虚假宣传治理专项行动，重点治理以 “虚假低价” 为噱头的违规引流行为，以及有假货嫌疑的异常低价行为。

美团AI新进展：首款AI IDE产品CatPaw开启公测

今日，美团旗下首款AI IDE产品Meituan CatPaw进入公测。该产品是以Agent与人协作为核心，通过Agent智能驱动编程，支持代码补全、项目预览调试等功能。用户在官网下载安装后，在官方公众号领取邀请码体验，初始账号默认能发起500次对话，使用完可申请获取新额度。

亚马逊再裁员1.4万，有国内部门腰斩

据报道，全球电商与科技巨头亚马逊近日正式宣布，将在全球范围内实施新一轮组织优化，净裁减约1.4万个企业白领岗位，此次调整覆盖人力资源（PXT）、云计算（AWS）、广告及设备与服务等多个核心部门，是2022年底以来该公司规模最大的人员结构优化行动。记者从亚马逊刚离职的前员工处了解到，大裁员情况属实，且中国区裁员比例更高，有部门直接减员一半且管理权限上移美国。

TikTok与iHeartMedia合作，将推出播客网络

当地时间11月10日，TikTok和iHeartMedia宣布达成多平台合作关系，将TikTok创作者引入iHeart生态体系，合作包括推出TikTok播客网络，该网络将推出多达25个由TikTok创作者主持的新播客节目。iHeartMedia将在美国洛杉矶、纽约和亚特兰大推出新的联名播客工作室，TikTok电台将在全美广播电台和iHeartRadio数字平台上线。

微软借力阿历克斯・厄尔等网红，试图缩小与ChatGPT的差距

微软急于提升其Copilot聊天机器人的下载量，已招募美国部分最具人气的网红，向年轻消费者传递一则核心信息：我们的AI助手和ChatGPT一样酷。微软确实需要这样的助力。该公司近期表示，其Copilot系列助手每月活跃用户达1.5亿。但OpenAI的ChatGPT宣称每周活跃用户有8亿，谷歌的Gemini则号称月活用户6.5亿。

特斯拉Cybertruck业务负责人将离职

负责特斯拉Cybertruck业务的高管，将在任职8年后离开这家由埃隆・马斯克执掌的汽车制造商。特斯拉Cybertruck与Model 3项目负责人希德汉特・阿瓦斯蒂在领英上表示，离开公司并非易事。他未透露下一步的职业规划。

英特尔CTO跳槽至OpenAI，CEO陈立武将兼任该职

英特尔首席科学官（CTO）Sachin Katti跳槽至OpenAI，将在后者基础设施岗位任职。首席执行官陈立武将兼任CTO。人工智能仍将是英特尔最高的优先业务之一。

三、广告片

毛铺草本白酒短剧：我在90年代望父成龙

当传统白酒还在讲历史、拼场面时，毛铺决定做一件"离经叛道"的事——让喝酒变轻松。

在白酒这个传统赛道里，毛铺开创了一个全新品类——草本白酒。毛铺在酒中融入了苦荞麦、葛根、枸杞子、桑叶、针叶樱桃果五味草本精华，主打「醒酒快、负担小」的产品特性。但我们想传递的不仅仅是身体层面的轻松，更是希望为现代人提供一种生理和心理双重的轻松饮酒体验。

为什么是短剧？

在创意初期，品牌就达成共识：不能再走"专家证言+工艺展示"的老路。

毛铺草本酒的种子用户，是那些被传统酒桌文化劝退的年轻人，以及寻求健康饮酒方式的中年人。因此，提出了"举杯万事轻"的品牌口号，但如何让消费者理解，这种“轻”既是身体上的负担小，也是心理上的压力释放？

选择了短剧，不只因为是风口，而是因为短剧的“轻量化”叙事，与品牌主张天然契合。而《我在90年代望父成龙》这个创意，就是从“二两轻酿，回归少年身”这句话开始的——毛铺想让中年人在一杯酒的时间里，找回无负担的轻松感。

四、洞察趋势

杜绝“二选一”“大数据杀熟”，“双11”合规提示发布

记者今天了解到，市场监管总局向主要电商平台发布《“双11”网络集中促销合规提示》，规范促销经营行为，维护“双11”期间网络交易秩序，保护消费者合法权益。其中包括，严格规范促销行为。杜绝“二选一”“大数据杀熟”等违法行为；促销规则须清晰透明，围绕满减、优惠券、预售、保价等关键环节，明确使用条件、退改流程、有效期限等关键信息，提升促销活动透明度。

多部大IP电影上映在即，全年票房有望冲击500亿元

灯塔专业版数据显示，截至11月10日，2025年电影市场总票房已经达到了450.18亿元。接下来的一个多月时间内，还将有4部引进片上映，有望助力全年票房突破500亿元。具体来看，这4部影片分别为《疯狂动物城2》《惊天魔盗团3》《鬼灭之刃：无限城篇 第一章 猗窝座再袭》和《阿凡达：火与烬》，4部影片均是在国内及全球市场得到验证的知名IP，具备坚实的观众基础。

五、海外营销

无尽规模的终结：人工智能如何迫使人们重新思考“数据驱动”的真正含义

As the digital advertising industry enters a new phase of maturity, so does its relationship with data. Going into 2026, marketers’ long-standing obsession with scale is giving way to something more grounded: a push for smarter, actionable, owned data.

Scale still matters. But it isn’t sufficient on its own anymore, nor do we achieve in the same ways we once did.

Over the past 18 months, AI has taken hold as the engine underpinning modern enterprises, giving new meaning (and gravity) to the concept of being data-driven. Let’s look at the key forces redefining marketers’ relationship with data and what they’ll mean for the ad industry in the year ahead.

AI as a catalyst for smarter data

The AI hype has collided with reality in a big way. Machine learning has been part of marketing technology for years. For a while, the “AI craze” was mostly about rebranding and promoting those existing solutions.

But now a new class of tools has emerged and matured in a way that can automate decision-making effectively for areas it couldn’t previously, such as recommending audiences and targeting strategies, optimizing campaign delivery and creative and predicting performance.

Newfound capabilities have also exposed a weakness. Models trained on cheap or unverified data underperform, while systems fueled by transparent, well-documented inputs consistently outperform. As AI moves to the operational core of enterprises, data quality becomes a measurable performance lever rather than a back-office hygiene exercise.

The shift from renting to owning data

The pressure to capitalize on AI or get left behind has upended how brands and agencies think about data acquisition. Until recently, most marketers accessed third-party data indirectly by buying segments through major platforms and paying for temporary use. With AI, and emerging agentic capabilities in particular, that model is rapidly losing its appeal.

Today, brands want to license and control the data that fuels their analytics and AI engines. Agencies, meanwhile, are building proprietary data stacks designed to serve multiple clients, using their enterprise buying scale to empower their clients’ data sets. All parties want flexibility and the ability to test, combine and deploy data across environments without being locked into a single platform’s limitations.

Agencies are becoming data platforms

Closely tied to a deepened focus on data ownership is a structural transformation within agencies themselves. The largest holding companies continue to invest heavily in building their own data tech stacks to manage identity, enrichment and analytics efforts for clients.

The role of the agency has expanded. Agencies have become intermediaries, responsible not just for creative and media but also for the intelligence that builds and connects audience data to activation. Their value proposition has expanded beyond creative and media execution into data science and audience creation.

Identifier fatigue and the rise of practical interoperability

2026 will be defined by pragmatism.

Marketers know cookies aren’t disappearing overnight, but they also understand their utility will continue to wane. The quest for replacements feels less urgent, but a thoughtful multi-ID approach is an understood and manageable part of operating in the digital ad ecosystem.

The focus now is on building interoperable frameworks that link multiple identifiers – such as mobile ad IDs, alternative IDs, first-party data and, especially, connected TV IDs – which have grown increasingly influential as streaming captures a larger share of digital ad spend.

The goal isn’t one ID to rule them all; it’s the ability to work across IDs efficiently and responsibly. That means investing in partnerships and environments that prioritize portability and consent.

A leaner, more technical marketing workforce

In discussing marketers’ evolving relationship with data, we’d be remiss not to acknowledge the cultural and structural changes that brand and agency teams are undergoing. Automation, agentic AI tools and a hyper focus on outcomes have forced organizations to be nimble while providing transparent, data-based justification of their decision-making processes.

Success now depends on marketing professionals who can bridge data literacy, technical fluency and human judgment. Sales and partnership roles that once relied on charm are giving way to solution-oriented, technically informed expertise.

More people across every team, from media planning to creative strategy, are asking sharper questions about data: where it comes from, how it’s modeled, what it truly represents and, most importantly, what it can do.

The return of provenance and trust

Data transparency is pushing its way to the center stage. Marketers are demanding to know how data is sourced, how it’s validated and whether it’s grounded in real-world signals rather than anonymous digital exhaust. Data providers that can clearly document their inputs and processes will rise in influence; those that can’t will fade into the background noise of the open web.