一、品牌

vivo已确认进入平板电脑市场，首款产品将在今年第四季度对外发布

vivo已确认进入平板电脑市场，首款产品将在今年第四季度对外发布。去年，vivo及旗下独立子品牌iQOO都被传出将推出平板电脑和笔记本产品。当时vivo已经注册了vivo Pad、iQOO Pad、iQOO Book、NEX Book等商标。此外，有报道称，vivo在欧洲也注册了vivo Pad商标，该名称已经出现在了欧盟知识产权局。

奥迪宣布2033年将停售燃油车

6月22日，德国奥迪宣布，2026年以后投放市场的新款车将全部为纯电动汽车（EV）。汽油和柴油发动机将在2025年之前停止开发，2033年将停止销售燃油车。报道称，奥迪将向纯电动汽车集中经营资源，目的是对抗特斯拉。报道称，上述停售燃油车并不包括中国市场，奥迪认为中国市场仍存在燃油车需求，2033年以后将继续本地化生产。

便利蜂最早今年四季度赴美上市，拟募资5-10亿美元

据悉，互联网便利店品牌“便利蜂”已于近日启动IPO，高盛、摩根士丹利、中信证券将作为主承销商安排本次上市事宜。据知情人士透露，便利蜂拟募资5-10亿美金，最快于今年年底、明年年初赴美上市。对此，便利蜂相关负责人表示“此消息不属实”。

特斯拉在中国召回部分Model 3，称与刹车失灵无关

据报道，美国电动汽车制造商特斯拉公司近期宣布，公司已向中国监管部门备案，将在中国召回部分进口Model 3车型。 新媒援引路透社的报道称，根据获得的一份该公司声明中显示，特斯拉称此次召回与刹车失灵无关，“目前从未发生任何一起刹车失灵事件，也未收到任何因此情况导致的碰撞或受伤案例。”另外，中国制造的Model 3、Model Y均不存在此类问题。

SHEIN日销售额超过7000万美元，目标在2年内销售额超越ZARA

今年6月，中国快时尚品牌SHEIN每天的包裹量稳定在100万单以上，平均客单价70美元。按此计算，SHEIN的日销售额超过7000万美元，预计整月销售额将会超过20亿美元。而今年第一季度，SHEIN的月均销售额是12亿美元。

二、互联网平台

腾讯投资370亿元建设全球总部

据媒体报道，腾讯全球总部“企鹅岛”项目已经动工开建，总投资370亿元，坐落于深圳市大铲湾。该项目一期计划于2024年12月竣工，二期计划于2026年11月竣工，规模为腾讯大厦、腾讯滨海大厦和腾讯前海大厦（在建中）加起来的16 倍。据报道，腾讯正在内网进行总部征名活动，目前排名第一的是“鹅城”。

快手CEO宿华：快手全球月活已达10亿

据悉，6月23日，快手与中央广播电视总台在北京举办联合发布会，宣布双方达成2020年东京奥运会及2022年北京冬奥会赛事转播短视频战略合作，快手正式成为2020年东京奥运会及2022年北京冬奥会持权转播商。会上，快手CEO宿华透露称，快手全球月活跃用户数达到10亿。

李佳琦所属公司美One回应准备IPO传闻：消息不实

电商直播主播李佳琦所属公司美One正在物色一名首席财务官，为潜在的IPO做准备。对此，美One方面回应称，消息不实。

Soul美股IPO折戟，暂停定价流程

6月23日，Soul公告称：经过慎重思考，管理层先暂停IPO的定价流程。我们的大股东腾讯也支持这一决定。

Payoneer派安盈发布全新升级品牌，即将在美上市

跨境支付服务商Payoneer派安盈发布全新品牌标识，据官方介绍，Payoneer将于本月晚些时候以“PAYO”作为股票代码，正式在美国纳斯达克开始交易，预计企业市值将达到约33亿美元。

欧盟：YouTube不必为用户侵权负责，但得立即删除或屏蔽

据报道，欧洲最高法院周二裁决，YouTube和其他平台不必为用户上传的侵权内容负责。但如果他们在了解到侵权问题后未能“迅速”采取行动删除或屏蔽相关内容，仍需为此承担责任。此外，欧洲法院还表示，如果没有采取“适当的技术手段”解决版权问题，或者提供“专门用于”非法分享内容的工具，抑或“明知侵权依然鼓励分享”，也需承担责任。

北京冬奥会与阿里公益共建奥运公益平台

北京冬奥组委在京发布“存下爱的每一步”北京2022冬奥文化公益平台。即日起，公众可以通过手机淘宝搜索“北京2022”进入该平台，通过捐步为乡村小学建冬奥会公益“蓝跑道”。据官方介绍，2022年2月28日前，预计将有超过1000万人参与冬奥会公益捐步。

Twitter欲推出新内容订阅功能，已开放首批内测申请

Twitter准备推出新的内容订阅功能“Super Follows”和售票功能“Ticketed Spaces”，前者允许用户向付费订阅者销售独家内容，后者允许用户在平台上开设语音聊天室并向进入者收费。Twitter已就新功能内测开始接受用户申请。据了解，如果想申请使用Super Follows功能，粉丝至少要达到1万人；如果是Ticketed Spaces，粉丝至少要有1000人。

亚马逊Prime Day首日销售额超过56亿美元

据报道，调研机构Adobe Analytics数据显示，为期两天的亚马逊“Prime Day”全球购物促销活动首日销售额超过了56亿美元，同比增长8.7%，超过去年感恩节的51亿美元消费纪录。Adobe Analytics预计，Prime Day首日销售额有望创下今年在线销售额的最高纪录。

三、案例

Keep 出「腮红」了！

Keep 出「腮红」了，不是美妆产品的腮红，而是因为运动后出现的微红双颊，这是每位女生独一无二的「热汗色」，是适合每个人的天然腮红。Keep 相信通过运动，每个人都可以收获天然去雕饰的自信与美丽，找到最健康舒适的状态。

为此，Keep 根据中国女性的身体优势，专门打造了「热汗瑜伽」系列课程，希望女性能在轻松易上手、燃脂更从容的瑜伽体验中，不断增强自我肯定，实现身心愉悦，用最佳的状态和由内而外的健康气色，从容面对快节奏的生活，自信地掌控自己不必被定义的人生。6 月 20 日至 21 日，Keep 将陆续分享 36 位在 Keep 练习热汗瑜伽的用户，带更多人了解女孩们从容自信的笑脸，虚拟偶像翎 Ling 也参与其中。此外，为了让更多女孩找到属于自己的「热汗色」，Keep 还在成都打造了一间「Keep 美妆屋」，希望每个女孩都能看到自己最活力自然的好状态。

聚划算官方台：为正经的打折，搞点不正经的小动画

可口可乐沙雕洗脑系列太嗨了！猫猫狗狗小怪兽出镜 PK

为推广新款可口可乐“零糖” （the new Coca-Cola Sugar），携手创意代理商 Mercado McCann ，品牌于近日推出四支无敌沙雕好笑的 TVC，配上复古风洗脑神曲，看完直呼“ I need to try it first” 并忍不住舞动起来！

四支作品的路数很一致：围绕“可口可乐零糖究竟是不是最好喝的可乐”，一众猫猫狗狗恐龙陨石出镜 PK。最终持否定票的都被安利“不如先试试再说”？

五、趋势洞察

安永：到2045年非电动汽车销量占比将不到1%

安永的一项最新研究显示，全球电动汽车销量将于2033年超过燃油车，比此前预期的要早5年。安永预测，欧洲市场的电动汽车销量将首先超过燃油车，在2028年就能实现，而中国将于2033年实现。到2045年，非电动汽车销量将降至仅占全球汽车总销量的不到1%。此外，安永还认为，2031年中国将取代欧洲成为全球最大电动汽车市场。

埃森哲：游戏是下一个超级平台

埃森哲估计，由于移动游戏的激增以及在此期间人们对社交互动的重视，游戏行业的总价值现已超过3000亿美元，超过电影和音乐市场的总和。

埃森哲分析了来自四个最大游戏市场（中国、日本、英国和美国）的4,000位玩家的数据，以了解玩家的需求和该行业大规模增长的动力。

在过去三年，游戏行业玩家人数增加了10亿，全球共有27亿人。到2023年底，预计将有超过4亿新游戏玩家。这些新游戏玩家的身份也在发生变化：60%是女性，30%年龄在25岁以下，1/3是非白人。长期游戏玩家中，男性占61%，25岁以上的占79%，白人占76%。

新游戏平台的出现和不断变化的人口统计特征正在推动游戏企业从以产品为中心转变为以体验为导向。该行业必须平衡新玩家的需求，他们更加关注在线互动。

随着游戏社区的不断发展，社交已成为游戏玩家整体体验中越来越重要的方面。84%的受访者表示视频游戏可以帮助他们与兴趣相似的其他人建立联系；3/4的受访者认为，现在他们的社交互动更多发生在游戏平台上。

根据调查，游戏玩家平均每周花16个小时玩游戏，每周花8个小时观看或参与游戏直播，每周花6个小时在游戏论坛和社区中进行互动。这些社交互动是在线游戏发展的主要推动力之一：大约3/4的游戏玩家希望在线游戏在未来成为其游戏体验的重要组成部分。

六、海外

Twitter 将其手机DSP CrossInstall 与MoPub整合

Twitter is integrating the CrossInstall mobile-only DSP it acquired last year with MoPub’s ad exchange platform in a push to woo more performance-based marketers.

CrossInstall, which came along with its own bidder and proprietary creative ad formats, has been renamed MoPub Acquire and its team will now be part of MoPub, after having operated as a standalone business since Twitter bought the company in May of last year.

The MoPub exchange sees 2.1 trillion ad requests per quarter and supports 56,000 mobile apps.

Twitter acquired CrossInstall after it had been gunning for more performance ad dollars with mixed success.

A year ago, most of CrossInstall’s clients were gaming companies, such as Machine Zone, Jam City, SGN and PuzzleSocial. But since being acquired by Twitter, the DSP has broadened to non-gaming app developers as well.

“There are a lot of really successful app developers out there that just need to acquire more users and that’s what we plan to help them with,” Georgia Herdener, the head of MoPub Acquire who joined Twitter with CrossInstall, told AdExchanger.

三大趋势预示着永久性广告预算向零售商广告平台转移

Brands reimagined their media plans during the pandemic, and many must now reconcile their previous approach with emerging digital ad opportunities they tried and adopted in that time. It’s not a coincidence that we are seeing a rise of retail media networks, such as Walmart, Target, CVS, Instacart and, of course, Amazon, since brands see the value in reaching online shoppers and grocery customers.

It’s worth noting that these retail ad platforms were born out of necessity. The shift from in-store shopping to ecommerce cut into retail profit margins. Customers expect free shipping, so retailers are now responsible for costs to the end consumer, and often coming back. To help relieve their profit margins, retailers are monetizing web site and app traffic with the launch of ad platforms.

Consumer brands must place their bets right now. And there’s no sure thing. Will online grocery shopping deflate when states and stores reopen?  Are 2020 budget shifts the new normal?

I predict that new digital ad platforms, and retail media in particular, are still gaining steam, and that traditional advertising channels will not re-earn budgets from marketers who have tried data-driven alternatives.

Data is an Obsession

Every advertiser knows the saying, “Half the money I spend on advertising is wasted; I don’t know which half.” Traditional advertising platforms tend to provide ‘soft’ metrics that leave brands wondering, versus the concrete data they derive from digital platforms.

However, retail ad platforms provide richer data, such as impressions, clicks, online conversions and attributed in-store sales, to demonstrate that a campaign actually performed. To marketers, these direct KPIs are an addictive drug, creating a virtuous cycle of always-on campaigns.

And while offline advertising typically locks brandsa into fixed rates, digital platforms have much more flexibility. Advertisers can set and adjust custom budgets for items and keywords, and everything can be adjusted at a moment’s notice. This was an advantage that helped online ad platforms keep budgets flowing last year, when budgets were often being cut.

Retailer Ad Platforms are Walled Gardens in a Cookieless World

TLDR: Third-party cookies are going away, and it will no longer be possible to track customer journeys across the web or devices without permission from the individual.

Most companies are unprepared for this loss of data. Only 3% of participants surveyed for a “Digital Dialog Insights” study conducted by United Internet Media believe companies are prepared for the end of cookies. A vast majority (71%) lack knowledge of alternative tools.

We’re entering a new era of consumer awareness around privacy, and the rules of the game will continue to change. However, platforms such as Facebook and Google will be less directly impacted, as they’re still allowed to track their own users.

Retailer ad platforms will flourish as well, despite not having their own media properties beyond their store site, because they’re also walled gardens.

Retailers can still collect and use data from loyalty programs, customer engagements inside their stores and on their sites. This makes retail ad platforms more valuable than ever before. In fact, one important source of growth will be from non-endemic brands that use the platforms not to sell items off store shelves, but just for the improved targeting and audience insights.

Manufacturer Profits are Sky High and Climbing

Manufacturers that quickly shifted to digital media from Out-of-home (OOH) advertising, theatrical releases, in-store retail media and traditional television advertising, are seeing sales increases ahead of their peers. Additionally, reductions in brick-and-mortar retail marketing due to lower foot traffic have freed up dollars for data-driven alternatives.

As ad spend shifted to digital platforms, advertisers became accustomed to the clear ROI metrics — especially from retail ad platforms. Brands will turn a critical eye toward ad spend that yields lower ROI; And the advertising platforms that helped preserve profitability in a crisis will continue to win, at least until traditional media proves it deserves that spend instead.

Vaccinated shoppers will return to physical stores, but online shopping isn’t going anywhere. New habits have been formed that deliver more speed and convenience. The coming years will beget not only more retailer ad platforms, but increasingly sophisticated targeting capabilities, performance metrics and in-store attribution models.  When you consider how digital ad platforms can use data from what's happening inside, brands that choose to invest in these insights will be richly rewarded.