「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，其中还包含多条海外新闻。

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

瑞幸咖啡截至11月底门店数从4507家减少至3898家

瑞幸咖啡的联合清算人向开曼群岛大法院提交了首份报告，其中透露了瑞幸咖啡未经审计的最新财务信息，从数据上看，瑞幸咖啡2020年前三季度维持增长，但增速放缓。前三季，瑞幸单季收入分别为5.65亿元、9.8亿元和11.45亿元，分别同比增长18.1%、49.9%和35.8%。此外，截至11月30日，瑞幸咖啡门店数从4507家减少至3898家，60%门店实现盈利。

欧莱雅集团宣布收购日本护肤品牌TAKAMI

2020年12月23日,欧莱雅集团宣布收购日本公司Takami.co。后者在Hiroshi Takami医生的授权下负责Takami品牌的经营与开发，Hiroshi Takami医生在东京创立了两家同名皮肤科和美容诊所。同时，欧莱雅集团还与Takami医生续签了一项长期品牌授权协议，并与他在东京的Takami诊所签署了相关合作协议。该收购预计将在未来几周内完成。

威马汽车正式入驻拼多多

威马正式入驻拼多多，并开启直播首秀，消费者在拼多多 APP 搜百亿补贴官方小二可以探秘小威硬核科技，玩转超大号智能「玩具」。

绿客门中国内地首店正式落户上海，植物饮食有多大吸引力？

以香港为起点、拓展到亚洲及全球，备受素食及绿色饮食爱好者喜爱的Green Common绿客门，将于12月23日落户上海，正式登陆长宁来福士。作为品牌布局中国内地市场的首家门店，这里将会成为一站式展示未来绿色膳食方式、引导健康膳食新潮流的领跑者。

完美日记母公司逸仙电商和“森馨科技”达成战略合作，共同组建创新色彩联合实验室

完美日记母公司逸仙电商和食品、化妆品和医药用色素供应商森馨科技集团宣布建立战略合作关系，双方共同组建的创新色彩联合实验室也在上海、广州、新加坡三地同步挂牌成立。未来，逸仙电商和森馨将以这3个联合实验室为平台，在彩妆色彩创新、原料创新和质量管理等方向开展应用研究。

二、互联网机构

微信视频号直播新增美颜、连麦、打赏等功能，推出“微信豆”

微信迎来新一轮更新。在最新的7.0.20版本中，微信视频号直播新增美颜、连麦、打赏等功能。其中，打赏需要用户购买虚拟礼物，支付虚拟礼物的道具是“微信豆”。此外，微信还将“附近的人”改为“附近的直播和人”，页面打开后分为视频、直播、人三个栏目。

腾讯微视将投10亿资金和百亿流量布局微剧

12月23日，在腾讯微视火星计划发布会上，腾讯短视频社区副总经理李啦宣布未来一年将重点布局微剧，“我们将投入10亿资金和100亿的流量，为微剧赛道下的内容生态建设提供充足的支持。”同时，腾讯微视还宣布正式推出主打制作精良的1-3分钟竖屏连续微剧品牌“火星小剧”，以及针对精品微剧的扶持计划“火星计划”，联合创作者共同推动竖屏IP短剧产业的发展。

TikTok英国业务2019年亏损1.195亿美元

据媒体报道，由于在广告和营销支出的增加，2019年TikTok的英国业务亏损1.195亿美元，这让人们了解到这款视频分享应用的扩张速度有多快。它的母公司字节跳动尚未披露其全球收入数据，但根据该公司本周提交的最新文件，其2019年在英国业务营收达到2000万美元，销售和营销费用达到1.09亿美元。

App Store 隐私信息功能开始在iOS测试版中有所体现

苹果App Store上线隐私信息功能，要求开发者提供隐私使用提醒，通过这样的方式，向用户说明他们的数据将被用在何处。目前，这个功能已经在iOS 14.4的第一个测试版中有所体现。

三、服务机构

赛诺菲全球媒介业务花落宏盟

根据《广告周刊》报道，经过近七个月多方比稿后，法国制药巨头赛诺菲（Sanofi）已经正式委任宏盟媒体集团（Omnicom Media Group）担纲新的全球媒介代理商。

四、案例

中国平安请腾格尔魔性演绎《冬天里的 18 火》

为了宣传中国平安 1.8 节，中国平安请来草原之声腾格尔演绎平安 18 节主题曲《冬天里的 18 火》。

夏洛特·卡西拉奇出任香奈儿广告形象代言人

香奈儿宣布 2021 年 1 月 1 日夏洛特·卡西拉奇（Charlotte Casiraghi）将成为香奈儿广告形象代言人，并演绎 2021 春夏高级成衣系列广告大片。

五、趋势洞察

R3&SCOPEN：2020年中国营销趋势研究报告

2020营销趋势研究对中国传播行业进行了深入观察，探索了客户与代理商合作伙伴关系，代理商甄选标准和费用方面的趋势。

其中数字营销的投入占市场预算的50.1%。专项代理商合作模式占据着主导地位，但近31% 的市场主希望在将来选择整合营销代理商合作模 式，前提是该代理商必须能够满足其需求。市场主与代理商的平均合作关系稳定在3年。

市场主持续在内部寻找跨领域营销解决方案。市场主持续在内部寻找跨领域营销解决方案。

CMI：2021年制造业内容营销趋势报告

内容营销协会（CMI）、MarketingProfs和GlobalSpec发布了最新的“制造业内容营销报告”。制造业营销人员比视频营销人员更倾向于将视频作为一种内容类型。

在接受调查的110名制造业营销人员中（绝大多数为B2B），电子邮件是最近12个月中使用最广泛的内容类型（81%），紧随其后的是博客文章/短文章（79%） 。

值得注意的是，8/10的受访者（79%）在过去12个月中使用了视频，他们比B2B内容营销商更倾向于使用这种内容类型，而且使用视频的B2B内容营销人员有所减少（68%）。

制造业营销人员还广泛使用信息图表/图表/照片（66%）、案例研究（65%）和虚拟事件/网络研讨会/在线课程（55%）。

六、海外

在了解Google诉讼的事实前，CMO和CEO们需要做什么？

Does Google perform?

Let’s say the claims are true that Google built preference into its auctions and inventory flow that advantaged its platform over the rest of the industry. The suit lays out ways Google allegedly advantaged itself in ways that would lead marketers to get superior results on Google. Purely considering performance, one option is for a CMO to say, “Then I might as well use Google as long as I can!” But for some, it won’t be so simple, and other consideration areas will need to be examined.

Can we trust what Google says about its performance?

Many organizations use DV360, SA360, and YouTube for media, and GA360 for measurement and attribution. Those numbers have been single sources of truth. But, if Google repeatedly told publishers, exchanges, and the market at large one thing, but was really doing something else, what else doesn’t a CMO or CEO know? Just like any relationship, if trust comes into question in one area, all areas must be scrutinized. The suit alleges marketers should have experienced significantly better performance while using the Google stack. Should campaign metrics reported by Google be questioned?

There certainly is no evidence that Google falsified metrics. However, in the depths of digital media metrics there are countless ways measurement can be “generous” one way or another. Most CMOs and CEOs are completely unaware of the complexity of deciding when an ad counts as “served.” There are still meaningful discrepancies between DSPs, exchanges, and publisher ad servers.

Does having all of these parties on one tech stack eliminate the mechanics that cause discrepancies? This is where we must lift our heads up. If the metrics you’re seeing in Google directionally align with your business results (i.e., campaign run to sell a widget says it sold more widgets, and you did in fact sell more widgets,) then you should trust the numbers you're seeing. Of course, that goes for any platform.

黑石集团对移动DSP Liftoff进行大量投资

Private equity firm Blackstone has made a massive investment in mobile DSP Liftoff at a time of major uncertainty for the mobile advertising industry. (Ahem, Apple’s IDFA changes are around the corner.) Although Blackstone and Liftoff aren’t sharing the exact amount, sources peg the total at close to $400 million, VentureBeat reports. It’s a lot of cash for Liftoff, a company that’s only raised $12 million since it was founded in 2012. The move follows Blackstone’s eye-watering $750 million investment in video-focused mobile ad network Vungle in July 2019. So, why has Blackstone plunked down more than $1 billion in less than two years for majority stakes in two mobile-focused startups? These investments are strategic. Mobile gaming is a massive business, mobile usage is on the rise – and growth has been exponential during the pandemic. In other mobile-related funding news, Google is participating in funding rounds for two Indian startups: InMobi-owned TikTok clone Glance (which in turn owns TikTok clone Rposo), raised $145 million, and news portal DailyHunt secured a total of $100 million from an investor group with Google and Microsoft in the lead. More on that.

Facebook在iOS 14的变化上继续向苹果施压

Facebook continues to take its fight with Apple to the papers—specifically, The New York Times, The Wall Street Journal and The Washington Post.

The social network followed up Wednesday’s print ads in those newspapers and press call featuring owners of small and midsized businesses with another print ad, claiming that upcoming changes to Apple’s iOS 14 operating system are an attack on the free internet.

The ad rehashed many of the points Facebook made in its press call and Newsroom post Wednesday, saying that Apple’s policy changes will force creators to seek other means of revenue, such as subscription fees and in-application purchases, to cover the shortfall caused by less effective personalized ads.

Facebook’s copy reads, “Take your favorite cooking sites or sports blogs. Most are free because they show advertisements. Apple’s change will limit their ability to run personalized ads. To make ends meet, many will have to start charging you subscription fees or adding more in-app purchases, making the internet much more expensive and reducing high-quality free content.”

2020年近三分之一的代理商增加了员工人数

In the early weeks following the crisis, many agencies, facing frightening cash crunches thanks to pauses in ad spending and lengthening payment terms among other challenges, cut talent mainly because they had no other options.

And while they’re not as bleak as the “Darwinian cull” that folks like Sir Martin Sorrell predicted, they are a sobering reminder that, in 2021, the ad agency world is likely to be a little less luxe, a little less fun as brands continue to squeeze it.

Yet for all that, agency professionals see a bright future for the coming year. More than 60% of the survey’s respondents are optimistic about the agency world’s prospects, and more than 80% are optimistic about their employer’s prospects in 2021.

Among agencies, the share that increased the number of services offered was slightly lower, but still close to half: 47%. A nearly identical share said the number of services their agency offered had not changed. Notably, 12% of agencies said that the number of services they offered increased “significantly,” a higher percentage than the amount of agencies that decreased the services they offered.

The addition of new services could by a byproduct of the consolidation squeezing the agency world. As the onset of the pandemic forced many marketers to cut costs, many responded by at least exploring the possibility of reducing the number of agencies they use. Creative agencies, in particular, appear poised for further consolidation.

2020年有53％的发布商提供了新的广告产品

Much of this innovation came from publisher scrambling. The coronavirus pandemic forced publishers to get creative in order to hold onto client budgets, especially those that had planned sponsorships around live events.

It also squeezed the amount of money that brands were willing to spend trying out non-traditional or experimental ad formats, especially those designed to help with branding objectives; new units designed to drive sales or other bottom-funnel metrics were less affected, agency sources said.