Morketing·营销人早报11.25:Tiffany第三季度亚太地区销售额暴增30%;Snapchat上线类似TikTok功能,每天打赏100万美元;2020年美国在线杂货销售将增长近53%
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Morketing·营销人早报11.25:Tiffany第三季度亚太地区销售额暴增30%;Snapchat上线类似TikTok功能,每天打赏100万美元;2020年美国在线杂货销售将增长近53%

Sylvia Ma · 2020-11-25 08:16

【摘要】每日营销资讯

「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「Morketing·营销人早报」开始。


Ⅰ品牌


Tiffany第三季度全球净销售额101亿美元,亚太地区销售额暴增30%


Tiffany第三季度财报显示,全球净销售额为101亿美元,高于市场预期的9.80亿美元。按区域划分,亚太地区销售额暴增30%,其他地区均下跌,在美洲地区的销售额下降了16%,远低于上一季度46%的降幅。净利润为1.19亿美元,比去年的7800万美元高出52%,净每股收益为0.98美元,高于去年的0.65美元。


茶饮连锁品牌“沪上阿姨”获近亿元A轮融资


连锁茶饮品牌“沪上阿姨于近日完成近亿元A轮融资,为嘉御资本独家投资,泰合资本担任独家财务顾问。据沪上阿姨创始人单卫钧介绍,本轮资金将主要用于深耕供应链,以及打造品牌核心壁垒。


互联网茶叶品牌一包YiBao完成战略融资


互联网茶叶品牌一包YiBao完成战略融资,投资方为众麟资本、梅花创投。据了解,一包品牌是一个互联网茶叶品牌,为用户提供玫瑰普洱、金银菊花枸杞、桂花乌龙、桂花九曲红梅、小青柑等产品,同时为个人婚礼、企业、酒店提供茶包定制服务,用户可通过其淘宝店进行购买。


小家电品牌「Miss Xi 熊小夕」获数千万元A轮融资


水家电新消费品牌「Miss Xi 熊小夕」获得数千万人民币A轮融资,天图资本领投、险峰K2VC跟投,本轮融资将用于新品开发及产品推广。此前,熊小夕曾获险峰K2VC千万级人民币天使轮融资。


Ⅱ互联网平台


猎豹第三季度营收3.65亿元,同比下降60.3%


猎豹第三季度营收3.65亿元,同比下降60.3%,剔除LiveMe的拆解影响后,2020年第三季度的总收入同比下降46.7%;归属于猎豹移动股东的净利润为2.59亿元,去年同期为4.52亿元。


Snapchat上线类似TikTok功能,每天打赏100万美元


当地时间周一,Snapchat正式发布名为Spotlight的新功能,该功能将展示更多用户创作的垂直短视频内容,加入了表情包等个性化趣味元素,这和Snapchat之前所鼓励日常生活视频内容完全不同。就此Snapchat终于做好了与TikTok进行竞争的准备,其还将向在平台上发帖的创作者支付报酬。该公司表示到2020年底,每日Snapchat将对应用上最受欢迎视频的创作者们打赏100万美元。


新浪投资“狼人杀”App开发者数亿元人民币,已成控股股东


据公司情报专家《财经涂鸦》消息,新浪日前已完成对「假面科技」数亿元人民币的战略投资并成为控股股东,后者已开发“狼人杀”、“谁是卧底”、“弹唱达人”等多款颇受欢迎的App产品。


Blued母公司蓝城兄弟宣布以2.4亿元收购“翻咔”


Blued母公司蓝城兄弟宣布以现金总代价人民币2.4亿元收购“翻咔”(Finka)的100%股权,预计交易将在12月中旬之前完成。“翻咔”前身为2014年上线的同志社交软件Aloha,今年6月改名为“翻咔”。收购完成后,翻咔将保持独立运营,蓝城兄弟将提供财务和运营等支持。


Ⅲ服务机构


人民日报:加强网络秀场直播和电商直播管理


为加强对网络秀场直播和电商直播的引导规范,强化导向和价值引领,营造行业健康生态,防范遏制低俗庸俗媚俗等不良风气滋生蔓延,国家广电总局日前下发《国家广播电视总局关于加强网络秀场直播和电商直播管理的通知》。通知规定,网络秀场直播平台要对网络主播和“打赏”用户实行实名制管理。未实名制注册的用户不能打赏,未成年用户不能打赏。


Ⅳ案例


刘一刀和大圣一起拍国漫




周迅、王一博演绎香奈儿微电影《花的游吟》



(socialbeta)Chanel 香奈儿与 VogueFilm 携手打造 「VogueFilm 时装电影月」,今年二者请来周迅与王一博演绎影片《花的游吟》,讲述了优雅女歌手与帅气调酒师之间的相遇,在小小酒吧里他们似有似无的情感,如同音乐一样自然流淌...影片希望借助两人的情感故事,在一次次不同的情感交互中去探讨女性自我探索的主题。



无印良品40周年拍了5支短片,1本书



(广告门)在无印良品成立40周年之际,推出四支主题为“清扫”的系列短片。凭借清新的画风和音乐大师坂本龙一的舒缓伴奏,短片如一股清风般治愈了在疫情之下大家不安的内心。



Ⅴ趋势观察


eMarketer:2020年美国在线杂货销售额将接近900亿美元


eMarketer数据显示,2020年,美国在线杂货销售将增长近53%,销售额达到892.2亿美元。与去年同期相比,增加了308.6亿美元。该机构预计,到2023年,在线杂货店销售额将达到1297.2亿美元,占杂货总销售额的近10%。


凯度咨询:2020年双十一趋势洞察白皮书



Ⅵ海外营销


01五种不变的客户体验趋势(并可能会加速……)

And in uncertain times, a focus on customer experience is more important than ever. McKinsey notes that this focus is a winning strategy in the current environment, with CX leaders delivering 3X higher returns for shareholders over the 2007 to 2009 recession.

So what are these leaders doing? Of the many initiatives planned and underway, we’ve identified five existing trends that won’t change – and in fact are accelerating, as both customers and the companies that serve them continue to assess and adapt to the new world around us all.


02研究发现,假日广告描绘COVID-19相关信息,但描绘聚会场景也有效

Given the unusual state of the holidays this year, brands may feel pressure to walk a fine line in their messaging, balancing themes of connection and warmth while avoiding depictions of in-person gatherings. Ace Metrix's report emphasizes that referencing the realities of the pandemic isn't necessarily a recipe for success, even as COVID-19 safety measures take on fresh urgency with virus cases climbing to new peaks around the country.

In fact, an "overwhelming majority" of viewers surveyed by Ace Metrix did not seem to care or comment on ads featuring get-togethers of friends and family with no social distancing measures or masks in place. Less than 1% of viewers, on average, called out their negative feelings toward such ads, though those that did criticized them for being controversial or irresponsible. Ultimately, only 7% of the 125 holiday ads analyzed took what Ace Metrix described as "pre-COVID-19 outlook" in portraying large gatherings.


03 “电子邮件变得如此混乱”:为什么DTC品牌计划在今年的黑色星期五和网络星期一使用短信功能

This week, email inboxes will be flooded with marketing messages from brands advertising their Black Friday and Cyber Monday deals. Some startups, having anticipated that it’ll be more difficult to capture consumer attention via email, are adding texting to the mix to make sure their marketing messages stand out this week.

Over the last 18 months or so, marketers for direct-to-consumer brands have been actively prioritizing capturing customers’ phone numbers to build out lists to send out marketing messages via texts, according to media buyers, who say the channel is still nascent, but growing rapidly.


04 TikTok推出面向小型企业的Holiday Playbook

The fast-growing, short-form video app is still rising, with projections that it will become the next billion user social platform. Given this, it likely should be on your digital marketing radar - but amid various negative press reports in relation to a potential US ban, many businesses have been left unsure whether to invest, and to build a presence on the platform, or even how to do it, given the trendy, meme-inspired nature of its clips.


05 重新利用内部数字广告解决方案供客户使用

The popular saying that ‘necessity is the mother of invention’ has been confirmed in the martech world, where forced innovation has led to the launch of new processes, products and platforms.

For example, Digital Remedy, a digital marketing services provider, recently launched the AdReady+ self-service platform for digital advertising management, targeted to independent marketing agencies. Originally an unbranded internal tool, Digital Remedy repurposed their internal platform for external use in only 75 days to meet client demand.


整理自互联网

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