一、品牌

农夫山泉：2020年上半年营收115.45亿元，同比下降6.2%

农夫山泉公告，2020年上半年营收115.45亿元，同比下降6.2%。上半年净利润28.64亿元，去年同期为28.76亿元。

植物肉品牌“星期零”与正大食品联名推出植物肉饺子

日前，植物肉品牌“星期零”与正大食品旗下品牌暴走斑马联名推出植物肉饺子，在天猫的正大食品旗舰店面对全国销售。据官方介绍，这款饺子本身是全熟饺子，消费者拆包后放入微波炉加热3分钟即可食用。

realme公布未来品牌战略：未来2-3年手机销量突破1亿台

realme在“2020年realme品牌发布会”上分享了最新品牌战略及产品规划。包括计划2-3年内在全球范围发布覆盖全价位段的完整5G产品线、推出搭载全新高通8系5G芯片的旗舰新品、未来2-3年手机销量突破1亿台、在2021年推出超过100款AIoT产品。此外，将重点打造欧洲和中国市场，并进军拉美市场，在德国设立新的欧洲总部，2021年进入欧洲市场TOP5，年出货量达到1500万。

华晨集团：向辽宁交通转让4亿股华晨中国股票，增进战略合作

据贝壳财经，华晨集团称，向辽宁交通投资有限责任公司转入其持有的华晨中国股票4亿股；目的在于为进一步拓展业务发展空间，打通上下游产业链和供应链，增进战略投资合作关系。

二、互联网平台

携程二季度营收32亿元，同比下降64％

携程发布了其2020年第二季度未经审计财报。数据显示，携程二季度营收32亿元，同比下降64％，高于彭博一致预期（23.72亿元）；二季度归属于公司股东的净亏损为4.76亿元，环比收窄91.19%，去年同期净亏损为4.03亿元。

拼多多成为2021年春晚独家红包互动合作伙伴

中央广播电视总台2021年“品牌强国工程”发布活动在京举行，拼多多将成为中央广播电视总台2021年《春节联欢晚会》独家红包互动合作伙伴。

字节跳动：已经向北京市商务局提交了许可申请，正等待受理

字节跳动发布提交申请的说明：根据《中华人民共和国技术进出口管理条例》和《中国禁止出口限制出口技术目录》规定，我们已经向北京市商务局提交了许可申请，正在等待北京市商务局的受理决定。

商务部：将依法依规处理字节跳动技术出口许可申请

商务部新闻发言人高峰表示，北京市商务局已经收到北京字节跳动公司提交的技术出口许可申请，后续将按照相关规定和程序，依法依规处理。

Facebook等社交巨头与广告主签协议：将抑制有害内容传播

美国大型广告主与社交媒体巨头Facebook、YouTube、Twitter达成协议，社交平台同意采取措施抑制线上有害内容传播。

衣二三原COO王琛创业出海电商，已获A16Z等领投的近千万美元融资

衣二三联合创始人、COO王琛已离职创立一个出海D2C电商项目。该项目已获得一笔近千万美元的融资，由A16Z和IDG资本领投，德迅投资、峰瑞资本、初心资本跟投。王琛本人已确认该消息。王琛曾先后于KKR和IDG资本从事投资工作，2016年在后者期间投资了衣二三的A+轮，并在此后以联合创始人身份加入衣二三。

懂车帝：已成中国最大汽车直播平台，未来一年计划帮助创作者收入1亿

9月24日，在懂车帝第三届帝造大会上，懂车帝总裁在演讲中表示，自2019年10月启动直播业务，懂车帝只用10个月时间，就成为国内最大的汽车直播平台。现在，每3家中国经销商就有1家在懂车帝直播，每天有近2万用户通过懂车帝直播与经销商联系。未来一年，懂车帝预计通过车评人POWER计划的落地，帮助创作者实现1亿收入。

湖北上线跨境电商数据共享平台

近日，由人民银行武汉分行、外汇局湖北省分局、湖北省商务厅、武汉海关等单位共同搭建的跨境电商数据共享平台正式上线，标志着金融科技支持湖北省跨境电商发展迈出重要一步。通过对接国际贸易“单一窗口”平台获取海关跨境电商清单数据，该平台为银行提供跨境电商清单自动核验服务，有效提升了跨境电商企业收付汇业务办理效率。

暴雪前总裁、联合创始人再创业，带领老同事成立新游戏公司

近日，原暴雪联合创始人Mike Morhaime创立了一家名为Dreamhaven的游戏公司，旗下拥有两家开发工作室——Moonshot和Secret Door，各自在暴雪前员工领导下开发新游戏，但新作相关消息尚未公开。

三、服务机构

微盟联合腾讯广告等发布“人民·新国货数字加速计划”

微盟联合腾讯广告、腾讯智慧零售发布“人民·新国货数字加速计划”。微盟集团副总裁凌芸表示，该计划将围绕国货品牌数字营销力、数字系统力和数字运营力的提升推出全方位扶持政策。其中包括：营销方面，成立专业运营小组，提供广告营销方案和投放运营服务等；系统方面，为国货品牌免费提供限时免费小程序支持，微盟直播免费入驻和运营策划服务等；运营方面，为国货品牌免费提供系统搭建服务和数字运营增值服务等。

火山引擎与亿咖通科技达成战略合作

字节跳动旗下数字服务与智能科技品牌火山引擎与亿咖通科技宣布达成战略合作。火山车娱是火山引擎专门针对车载场景推出的产品，此次合作中，火山引擎将通过火山车娱，与亿咖通科技共同打造智能网联生态，为车主提供内容服务体验。双方合作的产品未来将逐步覆盖吉利、领克品牌旗下车型。

四、案例

五芳斋最新8分钟中秋广告，你耐心看完了吗？

今年五芳斋在中秋期间推出新品“四层流心糯月饼”，同时还上线新的广告片。

饿了么的“改名字海报”有点任性

近日，饿了么在上海地铁 9 号线徐家汇站的换乘通道上带来了全新海报，海报上是关于饿了么更改过后的 1 万个名字，如“客户让你上火了么”、“落地成盒了么”、“脱单了么”等等，最后落脚在“饿了么外卖，不止送餐，还送万物”的主题上，宣传饿了么万物皆可送的理念。

五、趋势洞察

秒针系统：2020年母婴行业营销白皮书

母婴产业一直是国民经济中非常重要的组成部分，母婴市场是如今最值得关注的消费市场之一，据相关数据显示，母婴消费市场总量在2020年预计将超过3万亿。

在年轻家庭的消费中，关于孩子的支出在逐渐增加，同时年轻家庭对育儿的“品质”要求也越来越高，随着“90后”、“95后”已成为育儿核心群体，诸多新的特征与机遇正逐渐显露。

作为宝爸宝妈的育儿必备，母婴垂媒是母婴品牌精准触达目标消费群的核心渠道，在社交种草，广告“软”化成常态的大背景下，凭借优质、专业的内容及相似人群的聚合，母婴垂媒用户粘性增加，营销价值也更加凸显。同时，母婴垂媒与用户构建的信任关系愈强，就愈能不断吸引母婴外的其他行业跨界合作，如美妆、教育等。

复苏之路：2020年亚太地区电子商务报告

乐天广告发布了新报告“复苏之路—2020年亚太地区电子商务”。报告对亚太地区10个市场的5000名消费者进行了调查，以确定2020年的购物高峰。

根据最新研究显示，亚太地区3/4的消费者（75%）更喜欢为一线卫生工作者提供折扣和福利的品牌；73%的消费者表示，他们希望品牌在这段时间里包含他们如何回应新冠肺炎的信息，并以同情心进行沟通。

今年选择在国际上购物的亚太地区消费者中有超过一半选择中国零售商作为他们首选。

大多数亚太消费者更喜欢从国际零售商那里购买更具创新性的产品，并更快地获得新产品。但是，62%的新加坡人声称，高昂的国际运费是完成在线购物的一种挑战。

六、海外

消费者喜欢TiKTok广告

In non-Trump TikTok-related news (!!), consumers prefer viewing ads on TikTok over any other media platform. According to research from Kantar, users find TikTok ads to be fun, entertaining and innovative, and they’re less likely to think that TikTok contains too much advertising. Gamified media formats, such as hashtag challenges, are helping drive the positive sentiment. “This currently makes the platform an appealing advertising environment,” Kantar notes. “Of course, the challenge for TikTok will be to maintain these perceptions as they ramp up monetization.” But that isn’t TikTok’s only challenge by a long shot. Although the Trump administration seems to be placated for the moment by the slapdash Oracle/Walmart partnership, it’s not gonna be smooth sailing for TikTok over the next few months. TikTok parent company ByteDance has said it won’t transfer its algorithms to Oracle, and Beijing is unlikely to approve the deal. Related in AdExchanger: “What Trump's TikTok Ban Could Mean For Advertisers.”

Reddit推出3种有关于品牌安全的控制措施

Reddit has introduced tiered inventory categories – standard, expanded and limited – so that advertisers can choose the level of brand safety they’re comfortable with.

Brand safety has become a newly hot topic this year given the ongoing pandemic, upcoming election and general societal strife.

“It’s certainly been an interesting year,” said Jen Wong, Reddit’s COO.

But the focus on brand safety isn't anything new. Advertisers have always cared about brand safety and suitability, she said. The current environment is just heightening their concern and desire for control and flexibility.

Dealing with ad adjacency on platforms with a lot of user-generated, social content poses a unique brand safety challenge. UGC (user generated content) is fast-moving and difficult to moderate. Reddit, which has more than 130,000 active communities and sees more than 8,000 interactions on its platform every minute, is well aware of this.

“UGC is a space that moves very quickly,” Wong said.

到2020年为止，电视和流媒体的未来尚未改变？

Football is back. TV and streaming shows are in production. The annual TV upfront negotiations are winding down. So has the coronavirus crisis’s impact on the TV and streaming industry ended and everything has returned to normal? Yes, but also no.

Six months after the crisis became a pandemic, the TV and streaming industry seems to be settling into a new normal than more closely resembles the old normal than may have been expected back in March-April. There have been changes — virtual fans in stands, remotely produced interviews, a new acceptance of flexibility in TV advertising — but they seem to be more incremental than absolute, based on recent conversations with industry executives. 

For as much as streaming has grown, traditional TV has remained the dominant medium among audiences and advertisers. TV networks’ and streaming services’ programming pipelines have been impaired but not imperiled to the point that they are loading up on Zoom-shot shows. And while Zoom continues to play an outsized part in shows’ productions, its production imprint dwindles by the day. Even the annual TV upfront model has remained largely in tact.

如何在新常态下掌握亚马逊广告

In just a few short days in March 2020, Amazon went from being an online shopping destination to a lifeline for millions of locked-down consumers, and it changed the advertising landscape for brands as they knew it. Brands that carried essential items saw their products flying off the virtual shelves, and in turn, faced unprecedented challenges in supply chain and logistics. Other brands had to quickly adapt their product offerings and messaging as consumer behavior transformed to reflect the quarantine lifestyle. All of it unveiled a glaringly tough reality: if a brand didn’t have their product and brand presentation on Amazon in tip-top shape, it was going to show now more than ever.

Ad strategy on Amazon is one critical gear in this entire system of moving parts. No longer can brands solely rely on spending patterns and marketing funnel strategies from previous years. If they’re being strategic, then Amazon ad agencies will be working around the clock to constantly be reviewing a brand’s ad performance on the platform and alter budgets and tactics accordingly. “The person who is managing your ads should be reevaluating every single day,” said Daniel Owen, evp of digital marketing agency Direct Agents.

品牌可以从DTC中学到什么以度过当前的风暴

Following the 2008 recession, direct-to-consumer brands sprung up out of hardships similar to those faced currently during the Covid-19 pandemic: an economic downturn, decreased consumer spending and a decline in job opportunities.

Savvy entrepreneurs found smarter, cheaper ways to bring quality products to niche audiences looking for a better exchange with brands. The ability of DTC brands to translate product and service needs into greater value for the price ensured their early adopters became loyal followers.

Now, after nearly a decade of watching consumers abandon traditional brands in favor of DTCs, the pandemic has accelerated how legacy marketers must adapt and acknowledge that DTCs have hit on something powerful. With more unpredictable months ahead, what can marketers  learn from DTCs about gaining consumer trust, driving brand buy-in and maintaining relevance? 

Pandemic or not, your product can’t suck

First and foremost, there are too many choices for products or services to fall short of expectations. Brand loyalty is fleeting. There’s no chance of surviving if you don’t get the product right, and perhaps more importantly, you need to be able to adapt and execute within days as opposed to years.