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Morketing·营销人早报10.30:​谷歌、推特、脸书发布3季度财报;TikTok与Shopify达成合作;

Rita Zeng  · 2020-10-29 18:52

【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

 

星巴克Q4净利润同比降低51.1%,在中国门店达4700家


星巴克发布的第四财季报显示,星巴克四季度营收62.03亿美元,同比降低8.1%。其中美洲地区营收为42.33亿美元,同比降低9%;国际地区营收14.92亿美元,同比降低5%;渠道开发部门营收4.64亿美元,同比降低9%。截至2020财年末,该公司在中国开设了581家门店,其中2020财年第四季度开设了259家门店,目前在中国的店铺总数达到了4700家。


百胜中国三季度营收23.5亿美元,同比增长1%

 

百胜中国发布的三季度财报显示,公司第三季度营收23.5亿美元,同比增长1%,市场预期22.9亿美元;净利润4.39亿美元,同比增长96%,主要是由于营业利润的增长以及公司对美团的股权投资收益增长所致,2020年和2019年第三季度,百胜中国在美团股票投资的净收益分别为2900万美元和1200万美元。第三季度,百胜中国同店销售额同比下降6%。


青岛啤酒:前三季度净利润为29.78亿元,同比增长15.17%


青岛啤酒公告,前三季度净利润为29.78亿元,同比增长15.17%。

 

伊利股份:前三季度净利润60.24亿元,同比增长6.99%


伊利股份公告,前三季度净利润60.24亿元,同比增长6.99%。截至三季度末,陆股通持股比例由二季末的11.91%升至12.24%。阿布达比投资局持股比例由0.77%升至0.91%。

 

彩瞳品牌“可啦啦”连续完成两轮近亿元融资


彩瞳品牌“可啦啦”近期连续完成Pre-A轮及A轮融资,累计总金额近亿元。A轮由KIP中国领投,Pre-A轮投资方峰瑞资本本轮持续跟进。本轮融资资金将用于供应链升级和营销投放等。2019年彩瞳在线下及电商渠道销售规模约120亿元,全行业年增长率约25%,其中线上渠道增长高达100%。Mob研究院数据显示,2025年彩瞳行业市场规模预计达500亿元。


二、互联网平台

 

谷歌:第三季度净利润112.47亿美元,同比增长59%


谷歌母公司Alphabet发布财报,第三季度EPS为16.40美元,上年同期10.12美元,市场预期11.42美元。Alphabet第三季度总营收为461.73亿美元,比上年同期的404.99亿美元增长14%;第三季度净利润为112.47亿美元,比去年同期的70.68亿美元增长59%。谷歌盘后涨超9%。

 

推特Q3营收同比增长14%,可变现日活用户数1.87亿不及市场预期


推特发布第三季度的财报称,Q3营收9.36亿美元,同比增长14%。其中,广告收入总计8.08亿美元,同比增长15%;数据授权和其他收入总计1.28亿美元,同比增长5%。净利润2900万美元,去年同期录得净利润3700万美元;摊薄后每股收益为0.04美元,去年同期录得每股收益0.05美元。报告期内,可变现日活用户数1.87亿,环比增加100万,去年同期为1.45亿,市场预期1.95亿。


Facebook:第三季度净利润78.46亿美元,同比增29%


Facebook发布三季报称,第三季度营收为212.21亿美元,与去年同期的173.83亿美元相比增长22%;净利润为78.46亿美元,与去年同期的60.91亿美元相比增长29%。第三季度日活达18.2亿,同比增长12%;第三季度月活达27.4亿,同比增长12%。


TikTok及字节跳动就专利问题对竞争对手Triller提起诉讼


据报道,TikTok及其母公司字节跳动对竞争对手Triller提起诉讼,要求美国法官还其清白。此前Triller指责TikTok在未经许可的情况下使用其技术。字节跳动在起诉书中表示,Triller对其发起的指控,给字节跳动的业务“蒙上了阴影”。字节跳动希望寻求法院的命令,即该公司、其产品和用户并未侵犯Triller的专利,无需承担损害赔偿或禁令救济。

 

字节跳动发布独立教育品牌“大力教育”,推出首款智能硬件作业灯


字节跳动宣布启用全新教育品牌“大力教育”。作为字节跳动旗下首个公开发布的业务独立品牌,大力教育承接字节跳动所有教育产品及业务,原今日头条CEO陈林出任大力教育CEO。陈林表示,拥有独立品牌的“大力教育”未来将专注于“大教育”领域。当日,大力教育还发布了首款教育创新硬件产品“大力智能作业灯”。


掌趣科技:前三季度营收13.66亿元,比增长13.69%


掌趣科技发布的2020年第三季度报告显示,公司前三季度营业收入为13.66亿元,同比增长13.69%;归属于上市公司股东的净利润为4.85亿元,同比增长40.51%,超过2019全年净利润3.61亿元。其中第三季度营业收入4.4亿元,归属于上市公司股东的扣除非经常性损益的净利润1.05亿元,符合市场预期。


eBay第三季度营收26.06亿美元,净利同比增196%


eBay发布的2020年第三季度财报显示,eBay第三季度净营收26.06亿美元,同比增长25%;来自于持续运营业务的净利润为6.21亿美元,同比增长196%;不按照美国通用会计准则,来自于持续运营业务的净利润为6.04亿美元,同比增长39%。


去哪儿CEO陈刚首披公司业绩:2019年GMV为1600亿,保持两位数增长


去哪儿网CEO陈刚今日在携程全球合作伙伴峰会上首度披露公司业绩,他表示,去哪儿网已积累6亿用户;2019年GMV(成交总额)达1600亿元,主营业务继续保持两位数增速。陈刚曾在公司2019年年会上表示,去哪儿未来3年要冲击2500亿GMV。


三、服务机构

 

有赞发布《双11私域运营“红宝书”》


私域电商领域SaaS服务商有赞正式发布《双11私域运营“红宝书”》,专注于商家私域运营,从推广获客、成交转化、客户留存、复购增购、裂变分享、分销选货、直播带货等全流程提供了详细攻略。

 

腾讯SaaS加速器二期放榜,40家企业入选,估值超700亿元


10月29日,腾讯SaaS加速器二期入选名单正式公布。有赞、神策数据、销售易、微吼等企业从超过1500个报名项目中脱颖而出。入选的40家企业覆盖零售、医疗、金融、教育、工业、地产等13个领域,总估值超700亿元。

 

四、案例

 

宜家:把家具卖还给我们,让它们获得新生

 

宜家打算在黑色星期五(11月27日)发起一项主题为“Buy back Friday”的回购活动,将以赠送代金券的方式回购一些来自宜家且用户不再需要的家居产品,然后进行再次售卖。

 

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童谣×英菲尼迪年度大戏:《背后的力量》,总有人在挺你

 

Infiniti 英菲尼迪年度情感大戏《背后的力量》本月上映,邀请品牌大使演员童瑶出演:在工作与家庭等不同场景间穿行,一回头便发现,总有人在身后,摸摸挺你。

 

 

五、趋势洞察

 

Trustdata:今年前三季度,中国5G手机销量累计突破1亿台


Trustdata发布的《中国移动互联网行业发展分析报告》显示,2020年1-9月,中国5G手机销量累计突破1亿台;社交、电商及短视频领域用户规模排名移动互联网Top 3,短视频超越综合视频且差距逐渐拉大;美团及饿了么用户规模差值放大至1260.7万;9月生鲜电商MAU达2492万。


截至三季度末中国互联网上市企业增至181家,总市值达16.8万亿元


近日,工信部下属机构中国信通院发布《2020年三季度我国互联网上市企业运行情况》报告。数据显示,截至到9月30日,我国共有上市互联网企业181家,总市值达到16.8万亿元,同比增长71.4%,环比增长11.6%。报告认为,我国互联网产业头部效应加剧。从营收来看,TOP10上市企业营收占比较Q1上涨了4个百分点,增速达18.6%,高于整体营收增速。

 

Nosto:2020年第三季度电子商务报告

 

Nosto发布了“2020年第三季度电子商务报告”。完整的数据集包括北美、英国、法国、德国、奥地利、瑞士和亚太地区的500家商家。这些商家代表了6个垂直市场,覆盖了140天。分析从2020年3月1日开始,一直持续到8月1日。

 

在访问量上,过去的140天里,电子商务流量达到了顶峰。第67天比第1天增长了37%。到这段时间结束时,流量比高峰时下降了35%,比第1天下降了19%,但是流量仍然比去年同期高出3%。

 

从营业额来看,销售额与流量在同一天达到顶峰(第67天),比第1天增长66%,是流量增长率的两倍。与流量一样,从高峰到最后一天,销售额也出现了55%的戏剧性下降。到调查期结束时,销售额已经下降了34%,但这仍然比去年同期增长了7%。

 

六、海外

 

Facebook本周推出了新的视频游戏流媒体服务

 

Facebook’s new video game streaming service, launched this week, is part of a big push to sell more ads. Facebook selling more ads? Who woulda thunk it. The service, which allows games to be played from the cloud and streamed directly to a user’s device sans download, is focusing on Android’s free-to-play market, and will serve as the test bed for a new ad format called cloud playable ads, Business Insider reports. These ads, which build on Facebook’s existing HTML5 playable format, support interactive demos and a preview of the full experience pulled from a game’s native code, “blurring the line between games and ads,” Facebook VP Jason Rubin wrote in a blog post. Imagine a future in which someone is scrolling through Facebook and sees an ad for a game, say, Activision-owned “Call of Duty,” which immediately allows that person to try out a level of the game before committing to a download. In that scenario, Facebook would get a cut of the money Activision spent to promote its game, and Activision would ostensibly acquire a more qualified user – someone who can play regardless of whether they own a console or not.

 

法国广告公司向竞争监管机构投诉苹果隐私变更

 

A group of influential French internet advertising associations have filed a complaint with the French competition regulator over Apple’s forthcoming app-privacy update.

 

The Interactive Advertising Bureau France, Mobile Marketing Association France, Syndicat des Régies Internet and Union Des Entreprises de Conseil et Achat Média hope the complaint will at the very least, force Apple to delay rolling out the changes, currently due for early 2021. The complaint was filed with the French Autorité de la Concurrence (ADLC) on Oct. 22.

 

An ADLC spokeswoman confirmed the authority had received the complaint and indicated the authority would “examine it with the utmost care” as this is a sector it is “monitoring closely.”

 

In a statement, an Apple spokesman said the company believes “privacy is a fundamental human right” and that it supports the European Union’s leadership in protecting privacy with laws such as Europe’s General Data Protection Regulation.

 

裁减52000个工作岗位后,代理商在2021年将如何重塑

 

Agencies have suffered layoffs and furloughs this year largely due to Covid-19, which spurred many brands to cut, reduce or delay marketing spend.

 

A report from market research firm Forrester estimates that a total of 35,000 agency jobs will be cut this year in the U.S. as a result—and that 17,000 more will be gone in 2021.

 

Jay Pattisall, a principal analyst at Forrester who worked on the report, said he’s tracked 35 agency layoffs this year. He found that agencies, on average, have laid off 11% of staff since March.

 

Separately, the report predicts that 11% of digital, creative and media agency tasks in the U.S. will be automated by 2023.

 

“Agencies will become smaller yet smarter as machine learning and robotic processing automation help plan and buy media, create and produce content, measure and adjust marketing, develop products and experiences, manage operations, and select talent,” the report states.

 

Pattisall said he expects automation to completely transform the advertising industry.

 

通过与Shopify合作,DTC品牌再次看好TikTok

 

This article was reported on — and first published by — Digiday sibling Modern Retail

 

Now that the threat of a potential TikTok ban has all but subsided, e-commerce startups are ready to give their advertising dollars to TikTok. And TikTok wants to make it easier for them to do so.

 

On Tuesday, TikTok and Shopify announced that Shopify merchants can now create and run TikTok campaigns from directly within the Shopify dashboard, thanks to a new TikTok channel within the Shopify app store.

 

Shopify has similar partnerships with the other digital advertising channels, including Snapchat, Facebook and Pinterest. But the new Shopify partnership signals that TikTok — and e-commerce companies’ interest in it — is here to stay. Modern Retail spoke with leaders of four digital advertising agencies, two of whom said they have seen an increase in e-commerce clients eager to test out advertising on TikTok since the threat of TikTok getting banned seems to have subsided. They say that the interest in TikTok is largely driven by companies’ eagerness to find cheaper advertising alternatives to Facebook, and to reach a consumer that skews younger than the typical Facebook user. At the end of September, President Donald Trump, said he gave his “blessing” to a deal in which Oracle and Walmart would each get a stake in a newly-formed entity that would own TikTok, but the deal has yet to be finalized.


苹果发布了一部展示设备电影制作能力的新iPhone 12 Pro广告

 

Although people once had to pay to get photos developed from film (remember those days?) or otherwise carry around chunky battery powered digital cameras, most of us now have powerful camera phones right in our pockets.

 

To promote the launch of its latest device, the iPhone 12 Pro, Apple has created a 68-second global spot titled “Make Movies Like the Movies,” which highlights the power of the phone’s camera and its content-making potential.

 

The new iPhone 12 Pro lineup offer Apple’s highest ever quality video and are enabled with filming, editing, playback functionality and Dolby Vision.

 

The concept of the ad is to show the phone’s capabilities, and communicate that up-and-coming filmmakers no longer need a huge amount of equipment to make a movie—they can shoot one on their phone.

 

The high energy spot shows DIY moviemakers in a series of scenarios, from filming skateboarders to a high-speed car race.

整理自互联网

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