「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。

一、品牌

宠物生活方式品牌“未卡VETRESKA”完成2000万美元两轮融资

近日，宠物生活方式品牌“未卡VETRESKA”宣布完成2000万美元两轮融资。其中，A2轮融资由华创资本领投，B轮融资由私募股权投资机构Clearvue Partners锴明投资领投，老股东SIG海纳亚洲创投基金超份额跟投两轮。本轮融资完成后，未卡将在品类拓展、品牌建设和海外市场三方面持续发力。

VFineMusic与旺旺集团达成深度音乐版权企服合作

今日，音乐商用发行平台VFineMusic与零食企业旺旺集团达成音乐版权深度企服合作，双方将在版权商用授权、短视频内容营销、个性定制等方面开展多项深度合作，共同探索5G时代多元化渠道趋势下的电商营销新体验。此次合作，VFineMusic将以3D型商用音乐曲库和音乐运营服务，根据旺旺集团的品牌风格、内容调性提供个性化定制音乐曲库，满足其顺应品牌年轻化的发展趋势。

二、互联网平台

摩拜单车已全面接入美团，摩拜App今晚将停止服务

摩拜App、摩拜微信小程序将于12月14日晚停止服务和运营。目前，摩拜单车已接入美团App，账号中的余额、骑行卡套餐等相关权益仍可在美团App内继续使用。

市场监管总局：互联网行业不是反垄断法外之地

市场监管总局反垄断局主要负责人就阿里巴巴投资收购银泰商业、腾讯控股企业阅文收购新丽传媒、丰巢网络收购中邮智递三起未依法申报案件处罚情况答记者问称，互联网行业不是反垄断法外之地，所有企业都应当严格遵守反垄断法律法规，维护市场公平竞争，也只有这样，才能确保整个行业的健康发展。

京东零售组织架构调整

近日京东零售集团完成了新一轮组织架构调整。原京东零售—生活服务事业群负责人姚彦中被任命为京东零售3C家电零售事业群负责人，缪钦则被任命为京东零售生活服务事业群负责人，二者均向京东零售CEO徐雷汇报。升级京东零售企业业务事业部升级为京东零售企业业务事业群，继续由宋春郑负责，向徐雷汇报。原京东零售3C家电零售事业群负责人闫小兵已于2010年9月期担任京东国际业务部负责人.

拼多多推出农产品“原产地直发”：助力乡村振兴

今日，新电商平台拼多多宣布推出农产品“原产地直发”，将通过加大资金投入、直播扶持、人才培育、供应链优化等综合举措，进一步加大对水果、蔬菜、肉蛋等生鲜产品的补贴力度，不断完善原产地直发的农产品上行模式，助力区域公用品牌建设，强化数据应用和人才支撑，助推乡村振兴。

小米双12战报：总销额突破71.5亿，同比增长40%

据小米公司消息，中国区新零售全渠道累计总销额突破71.5亿，同比去年增长40%。公司表示，小米手机包揽全平台安卓手机累计销量全第一。

寺库推出“寻酿中国”系列茅台粉丝活动

12日，线上线下精品生活方式平台“寺库”在京开启“寻酿中国”系列茅台粉丝活动，活动以“此中有真意”为主题，以寺库茅粉故事征集及讲述为情感主线，结合城市文化脉络，寻找中国各民族、不同地域的家庭传承文化。今年9月，寺库与茅台达成合作，53度飞天茅台正式进驻寺库。

蘑菇街“双十二”战报：平台直播GMV同比增长167.87%

蘑菇街公布“双十二”战报。数据显示，今年“双十二”平台直播GMV同比增长167.87%；2位头部主播小甜心、叶子单场成交金额破亿；12位中腰部主播成交金额破千万，其中11位主播是首次破千万。蘑菇街方面表示，在双十一推出“美力计划-鲤跃行动”后，蘑菇街已培养超过10名中腰部千万主播，千万级主播数量增长275%。

美团教育商户成长计划发布蓝V商家号

近日，美团教育商户成长计划推出蓝V商家号，助力商户实现线上数字化运营，首批7000家教育机构入驻。使用蓝V商家号后，商户可以主动发布门店动态，通过优质内容触达潜在客群以及转化意向用户。

三、服务机构

亚马逊全球开店中国发布2021年战略重点

今日，2020亚马逊全球开店线上跨境峰会在上海召开。峰会上亚马逊全球开店中国全新发布2021年四大战略重点。亚马逊全球开店中国在2021年将继续支持企业向线上业务模式转型，抓住跨境电商发展机会；支持卖家拓展全球机遇，发展多站点业务、降低风险；支持卖家打造受全球消费者及企业与机构买家信赖的国际品牌，构建“品牌力”；支持卖家持续优化选品策略，提升“产品力”。

四、案例

PornHub黑五大促销广告 感恩节祝词

欧美有感恩节，在感恩节那天大家坐在一起吃火鸡，感恩这一年来各种事情。而对于2020年来说，今年值得感恩的事情可能比以往更难。幸运的是，今年Pornhub在黑色星期五促销季为大家献上了一份终身会员资格..

为了宣传这个项目，Pornhub近日发布了这段幽默广告，广告由其长期创意代理商Officer＆Gentleman制作，广告展示了各个家庭聚在一起参加感恩节大餐，但在祝词时都不知感恩啥，直到PornHub终身会员的出场..

根据Officer＆Gentleman联合创始人Alex Katz的说法：“对于任何人来说，这都不是正常的感恩节。毕竟，几乎在所有方面都是非常艰难的一年。所以在今年2020年底，我们希望给大家送上大礼，表示感谢。“

澳洲大众汽车宣传活动 全球最小经销店

与以往相比，越来越多的澳大利亚人开始转向在线购物，包括传统上的大件商品，比如汽车。大众澳大利亚公司也看到了这种趋势，自四月份开始大众汽车已经在线销售了460辆汽车，所以才有了这次的“世界最小的经销店”项目，活动的目的突显澳大利亚人需要更多的选择和便利的方式来购车。

这次代理商悉尼DDB联合Virtual Immersive(技术公司)合作开发的这个项目，让用户可以借助AR体验、音频导览等来让澳大利亚人选购大众两款车型T-Roc或T-Cross。

五、趋势观察

Sensor Tower：11月腾讯《王者荣耀》全球吸金2.3亿美元

Sensor Tower商店情报数据显示，2020年11月腾讯《王者荣耀》在全球App Store和Google Play吸金2.3亿美元，较2019年11月增长62.5%，位列全球手游畅销榜榜首。来自中国App Store的收入占96.4%，台湾版本贡献了1.4%，泰国版本贡献了1%。

报告：2020年中国隐形独角兽500强总估值为9445.18亿元

在“2020中国隐形独角兽500强大会”期间，中国隐形独角兽500强大会秘书长解树江教授发布了《科创企业新势力：中国隐形独角兽500强报告（2020）》及“2020中国隐形独角兽企业500强榜单”。报告显示，2020年中国隐形独角兽500强总估值为9445.18亿元，平均估值为18.89亿元。预计2025年中国隐形独角兽500强总估值有望超过2万亿元。

六、海外营销

Reddit出价收购Dubmash与TikTok竞争

Reddit’s past had little to do with video, but its future may depend on it. The social media platform, best known as a place to discover text-based news, unusual insights and niche sub-communities, is buying Dubsmash, a TikTok-like social video platform, for an undisclosed sum. The Information first reported the news late Sunday evening.

The announcement comes at the end of a year that’s seen a slew of media and tech industry moves including mergers, acquisitions and initial public offerings. It also comes as the social media industry is thriving during quarantine, and TikTok is closing out a blockbuster year that has changed the industry space forever. Facebook and Snapchat have recently introduced copycat functionalities that mimic TikTok’s infinite scroll and video editing features. The Information also reported that Facebook, Snap and Twitter each explored acquiring Dubsmash in the past few months.

“Since launching video in 2017, we’ve seen significant growth of video on Reddit (over 2x in 2020 alone) that has been amplified by the community’s creativity,” a Reddit spokesperson said in a statement. They said that Dubsmash will “maintain its own brand and platform” but its video tools will also be integrated into Reddit’s own website and app. Reddit has a livestreaming feature called Reddit Public Access Networks, which went live in 2019.

2021年将出现3种数字营销趋势

A global pandemic, widespread social unrest and polarizing political events. With 2020 almost in the rearview mirror, is it wise to predict what next year holds? I think it’s worth a shot! Here are three big industry predictions, based on all that went down this year and overall trends we’re already seeing.

Following widespread cuts to ad budgets earlier this year, a rebound is anticipated in 2021, with Zenith forecasting that ad spend will recover by 5.8% globally. Brands will no doubt continue to move their advertising and marketing spends from traditional media into the digital sphere, which is expected to account for 51% of 2020 ad spending. Some brands may still be wary of losses as the second wave of the pandemic takes hold so we can expect to see big portions of these budgets go toward influencer marketing, where brands can get a lot of bang for their buck, compared to native ads on social media.

Media buying has become incredibly accessible. Editing tools and open-source software programs make it easy for anyone to run a creative campaign themselves, without oversight or advice from agencies. However, the smartest brands will choose to keep agencies and professionals in the mix so as to not compromise on quality. Likewise, agencies will need to embrace some brand’s desires to “DIY” campaigns and offer solutions that mix traditional management with more hands-off, advisory approaches. Agencies who try to pretend that this diversification of media buying isn’t happening and carry on with their typical approach won’t appeal to brands looking for more creative control and accessibility and could therefore suffer in 2021.

谷歌的隐私提案引起了越来越多的关注

Google Chrome has a 70% market share, making it one of the dominant platforms of the internet. That means its withdrawal of support for third-party cookies in 2022 is a fundamental reboot for the entire online ecosystem.

In particular, it brings into question the prevailing business model of target advertising.

Unlike its Silicon Valley rival Apple, Google cannot jettison third-party ad tech, both financially and in the court of public opinion, especially as antitrust authorities have it in their crosshairs.

Since 2019, the Google Chrome team has drip-fed plans for Privacy Sandbox, the collective name for its proposals to sustain an ad-funded internet while meeting increased demands for online user privacy.

品牌领导者分享疫情后2021年4个趋势与变化

In the past, December has been typically reserved for end of year messaging and strategizing for exciting new campaigns. But with the pandemic still in full swing, it is clear that “contingency plans” will most likely still have a place in our strategy decks for the foreseeable future. However, in typical fashion, the resilient marketing community has been quick to react, pivot, and adjust. Read on to find out how these marketers refreshed their strategies amid COVID-19 and what changes they think will stick post-pandemic. Also, be sure to check out the eight trends marketers are most excited about as we head into the new year.

Elevating the Role of Your Community；Behaving like a Publisher；Being in Lock-step With Culture；Flexibility as Mission-Critical。

2020年增长最快的品牌

Zoom tops the list in Morning Consult study that also shows surprising newfound love among Gen Z for The New Yorker, Food Network, Nascar and Cetaphil…