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Morketing·营销人早报10.13:​虎牙、斗鱼将按1:1合并;TikTok竞争对手Triller寻求在美上市;

Rita Zeng  · 2020-10-13 10:00

【摘要】 「Morketing·营销人早报」由Morketing Group出品,专门为营销人提供的每日早报,每日早8点整更新,围绕全球移动互联网、数字营销、广告主动态、互联网流量平台、服务机构、精彩案例,及全球营销趋势观察等展开,每天精选15-20条相关新闻,其中还包含5条海外新闻。 Morketing,提升营销人的全球连接效率。营销人的一天,从读「Morketing·营销人早报」开始。

一、品牌


盒马注册火锅品牌,“火锅大战”悄然打响


天眼查App显示,阿里巴巴集团控股有限公司申请多个“盒马火锅”的商标,类别包括食品、方便食品、餐饮住宿、广告销售等,宣布将进行一场火锅革新。火锅从餐饮迈入餐饮零售新赛道。

 

王一博成为植村秀全球品牌代言人

 

植村秀和航海王 2020 圣诞联名系列正式上市,植村秀还官宣王一博成为全球品牌代言人,将携手他揭开这段冒险旅程,呈现更多艺术美妆惊艳瞬间。


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迪士尼宣布对其媒体和娱乐业务进行战略性重组


迪士尼正在重组其媒体和娱乐部门,流媒体已成为该公司最重要的业务。为了进一步加快其直接面向消费者的战略,该公司将把媒体业务集中到一个单独的机构,负责内容分发、广告销售和Disney+。迪士尼此举正值全球冠状病毒大流行重创其影院业务,并吸引更多客户选择其流媒体服务之时。截至8月份,迪士尼的流媒体服务拥有1亿付费用户,其中超过一半是Disney+的用户。

 

娃哈哈或将加码奶粉业务,推出多款3段幼儿配方奶粉

 

据北京商报消息,娃哈哈将推出多款3段幼儿配方奶粉。此次娃哈哈推出的多款3段幼儿配方奶粉的注册号所属企业分别为呼伦贝尔友谊乳业(集团)有限责任公司和湖南展辉食品有限公司。

 

未来5年伊利将投入300亿元扶持上游奶业


在2020中国奶业20强(D20)峰会上,伊利集团执行总裁张剑秋表示,未来5年伊利将投入300亿元扶持上游奶业,给予上游奶业资金支持、技术服务支持、良种奶牛支持、饲草种植支持等多项重点扶持,推动全产业链发展形成合力,强化与上游农牧业的利益联结。

 

二、互联网平台

 

TikTok竞争对手Triller寻求在美上市

 

10月12日,据路透报道,知情人士称,TikTok的新兴竞争对手短视频应用Triller正在与投资银行FarvaharPartners合作,通过为公开募股(IPO)秘密筹集资金,与一家所谓的特殊目的收购公司(SPAC)就可能进行合并交易进行谈判,以此实现公开上市。

 

虎牙、斗鱼合并, “企鹅电竞”被转让给斗鱼


虎牙与斗鱼宣布签署合并协议,目前预计合并于2021年上半年完成交割。在执行合并协议的同时,斗鱼与腾讯亦在2020年10月12日签订了一份“重组协议”,据此,腾讯将把其以“企鹅电竞”品牌经营的游戏直播业务以总价五亿美元转让给斗鱼,并深化与斗鱼的业务合作,以将企鹅电竞与合并后的虎牙和斗鱼整合。

 

淘宝直播:双11商家直播将迎大增长,更多明星参与直播


阿里研究院与毕马威共同发布《迈向万亿市场的直播电商》报告,报告发布会上,淘宝直播MCN运营负责人李明透露,今年天猫双11将有更多明星参与直播,“来淘宝直播的明星只会比天猫618时更多,不会比天猫618时少”。同时,企业家将继续参与其中,为自家产品进行推荐,而“五折卖房”、“直播卖矿”也将出现在淘宝直播。

 

数字健康管理平台“Menxlab”完成A轮融资


数字健康管理平台”Menxlab“已于近日已完成最新一轮A轮融资,由华创资本领投,SIG、高榕资本加持跟投。该公司从男性健康管理切入大健康赛道,针对25-45岁的高净值男性人群防脱生发、保健、皮肤管理等健康问题,提供医疗消费级产品矩阵以及综合服务解决方案。

 

知乎新增“视频”专区,推出优秀视频答主扶持计划


10月12日,知乎App首页在原有的“关注”、“推荐”、“热榜”、“圈子”外,新增“视频”专区。此外,知乎推出包括五亿现金激励、百亿流量扶持、视频工具、签约机会和创作者学院等在内的一揽子计划,帮助视频创作者和平台共同成长。创作者通过知乎官方渠道报名,筛选符合条件的创作者在知乎发布时长1分钟以上的原创视频,就可以享受上述扶持内容。


三、服务机构

 

服务中国出海电商的“Shoplazza店匠”完成B轮融资


专注海外B2C独立站商务销售平台的企业级技术公司“Shoplazza店匠”近日完成融资,云九资本、红杉中国作为老股东继续加持,前海母基金、磐晟资产跟投,融资规模过千万美金。该公司业务方向可以简单概括为SaaS建站系统、海外营销和品牌管理。本轮融资将主要用于加大对研发和人才的投入,打造产品技术上的核心竞争力。

 

流动数据安全公司“凯馨科技”完成近千万元天使轮投资


“凯馨科技”宣布完成近千万元天使轮产业投资,本轮投资方为驰星资本。凯馨科技起步于2019年,定位于为大数据、新基建、业务融合提供数据安全基础环境和技术方案,并致力于通过数据的外发加密共享、访问智能解析技术为基础,帮助企业保护数据主权、构建隐私数据合规安全使用、加速数据价值转化及流通交易。

 

四、案例


李佳琦的狗在 LINEFRIENDS 出道了

 

昨日在李佳琦直播间内,李佳琦正式官宣了奈娃家族——五只狗狗和 LINEFRIENDS 共同合作创造的温暖 IP“奈娃家族 NEVER'S FAMILY”。

 

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旺旺推出新罐敬职业人

 

旺旺推出全新职业罐,想要致敬每一位不平凡的职业人。


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中国平安×五条人烧烤摊唱聊会

 

INFINITYGROUP携手智族GQ共创了一场别开生面的音乐故事会。

 

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五、趋势洞察

 

Kantar:TikTok的力量

 

这份报告专门着眼于用户生成内容(UGC)的使用,特别是Hashtag,即品牌要求人们执行特定任务,然后使用Hashtag对品牌进行标签。报告显示,与其他黄金时段广告相比,最成功的Hashtag被观看的次数更多。虽然人们认为该平台绝大多数用户是非常年轻的人,但Kantar的研究发现,全球在TikTok上看到广告的人中有67%的年龄在25岁以上。

 

研究人员结合了对世界各地营销人员的采访,分析了60个品牌Hashtag,以及来自Kantar TGI Global QuickView 2020的人口数据。研究突显了TikTok对品牌的价值,以及支撑该平台上最成功的营销活动的因素。营销人员表示,TikTok产生了巨大的参与度,一些Hashtag的浏览量超过了大型体育和文化活动,例如River Island的#GlowingOut活动的浏览量与Andy Murray在2013年赢得温布尔登决赛的一样多。

 

TikTok营销活动还可能导致现实世界的行为,鼓励消费者进入商店和网站。研究人员发现,在TikTok上因品牌的#GlowingOut活动而访问River Island网站的受访者中有90%是新用户

 

个人信息保护法草案即将亮相


全国人大常委会法工委发言人臧铁伟在12日举行的记者会上介绍,十三届全国人大常委会第二十二次会议将于10月13日至17日在北京举行。个人信息保护法草案将提请本次会议审议。为及时回应广大人民群众的呼声和期待,制定个人信息保护法,将进一步明确个人信息处理活动应遵循的原则,完善个人信息处理规则,保障个人在个人信息处理活动中的各项权利,强化个人信息处理者的义务,明确个人信息保护的监管职责,并设置严格的法律责任。

 

App Annie 9月中国厂商出海收入榜:FunPlus、莉莉丝、腾讯位列前三


App Annie本月厂商出海收入榜中,FunPlus及莉莉丝继续蝉联冠亚军宝座,腾讯排名第三。FunPlus旗下三款SLG稳居应用出海收入榜前15,其中末世废土题材SLG《State of Survival》上线不到一年半,为FunPlus贡献近半数收入(三季度)。莉莉丝本月维持第二的排名,旗下《万国觉醒》上线次日即冲入中国大陆 iOS 游戏收入总榜第6名。

 

六、海外

 

Twilio将以32亿美元的股票收购客户数据平台Segment


Did the CDP category just have its DoubleClick moment?

 

Twilio will acquire customer data platform Segment for a $3.2 billion in stock, the companies said Monday. Forbes first reported the deal on Friday.


Twilio powers automated mobile communications for clients such as Airbnb, Lyft, Blue Apron, Netflix, Hulu and Salesforce. Its Flex platform supports billions of in-app notifications, SMS alerts, automated voice calls and other messages key to mobile engagement and customer experience.


Segment will help Twilio extend its value proposition beyond messaging to central control of data. Segment powers “good data” for its clientele of B2B and B2C companies. The likes of Instacart, Peloton, IBM and Google use it to unify customer data from myriad touch points and maintain a consolidated record for each user.


Twilio CEO Jeff Lawson uses the term “customer engagement” to describe the $79 billion market the company is pursuing.

“We believe it’s just the start of the opportunity to bring data and APIs together to … build more relevant engagement across the board,” Lawson said on a call with analysts.

 

较小的公司仍然不确定第三方Cookie消失后该怎么办


While large agencies and major publishers build out their first-party data solutions in preparation for the deprecation of third-party cookies, smaller companies say they’re still unprepared.

 

A September survey by LiveIntent of 200 senior marketers and publishers at small- to-midsize companies (firms with under 1,000 employees) found that 39% of respondents have no plan in place to get ready for cookie-less advertising. Of those with a plan, 48% said they have no confidence in it.

 

The digital ad industry has until the beginning of 2022, when Google plans to rid its market-leading Chrome browser of third-party cookies, to find a new way to trade targeted ads on the open web.

 

Of those surveyed, 79% said their marketing still primarily relies on third-party cookies to determine audience identity, and 52% of respondents said they still need another year to find another solution.

 

TikTok的竞争对手Triller如何大胆地吸引广告主?

 

In magic, the effect is what counts. The methods used are always purely secondary. Commercial execs at social video app Triller are like those magicians. They’re trying to pull a rabbit out of a hat by rivaling the biggest tech platforms for media dollars and are making bold claims to do so. 


“We don’t just amplify culture we’re at the crux of it,” said Justine Watkins, chief brand officer at Triller. 


This is how the social video app distinguishes itself from contemporaries like TikTok and Byte that are all ways for people to film short, shareable videos of themselves accompanied by music and special effects.


Triller’s spin on this is to curate the video content itself. On the app, users can film multiple takes of themselves and the app will automatically stitch the best parts of the clips together to create something akin to an actual music video. 


Aside from structural similarities across the apps, there are some nuances: one of which being the number of urban music artists on the app. Triller is leaning more heavily into this music category than many other social media platforms. It’s a strategy that seems to be paying off. Pepsi recently became the sponsor of the ‘Rock the Vote’ concert series, while McDonald’s launched its own profile on the app earlier this month to promote its partnership with reggaeton singer J Balvin. 

 

在拥挤的假日广告中,DTC品牌正在重新考虑其数字战略

 

For Abigail Cook Stone, CEO of direct-to-consumer candle brand Otherland, the first sign that people would be looking to buy holiday items earlier than ever this year came in April.

 

Customers started messaging Otherland’s Instagram account, asking the company if it still had any holiday-scented candles left. This prompted Otherland to host a “season swap” sale in the spring. “I think being in lockdown people really wanted coziness — and [holiday candles were] something that came to mind,” Cook Stone said.

 

Cook Stone said that Otherland plans to release its holiday candle collection two weeks earlier this year, as it prepares for people to start shopping for the holidays earlier than ever. “We’re expecting an even bigger holiday than perhaps before Covid,” Cook Stone said. “With all the uncertainty in people’s lives, they are looking for that emotional comfort.”

 

In conversations with five direct-to-consumer startup executives about their holiday marketing plans, the biggest concern cited was figuring out when was the right time to run holiday ads. Both to ensure that customers order far enough in advance so that they get their products by Christmas, and to ensure that the companies are spending their holiday marketing dollars most efficiently.

 

Liquid IV被联合利华收购后,开始扩大其旗舰产品线

 

Liquid I.V., the thirst-quenching brand best known for its flavorful, travel-friendly electrolyte drink powders, will be further amplifying its non-GMO product line with the inclusion of an immune support blend. The Hydration Multiplier + Immune Support mix, which was unveiled last Thursday on shelves at major retailers (Walmart, Amazon, Costco) nationwide, boasts a citric-tasting fusion of Vitamin C and D, Zinc and Wellmune (natural yeast beta glucan) and claims to provide the hydration of two to three glasses of water.

 

The announcement comes a month after the acquisition announcement with Unilever and a string of new product launches, such as the Energy Multiplier blend and a nationwide expansion at Walmart.

 

“We’re thrilled to launch a product that fuses science and wellness to deliver cutting-edge formulas to our consumers. Science is always at the forefront of all our products,” Brandin Cohen, founder and CEO of Liquid I.V., said in a statement. “Our immune support blend has been carefully crafted to strengthen and maintain the immune system—something that’s more important than ever.”

整理自互联网

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