一、品牌

安踏正式启动全球化战略

近日，安踏进行了欧文 1 代篮球鞋的全球首次发售。此次发售标志着安踏全球化战略的正式启动，这是安踏品牌国际化的重要里程碑。从集团层面而言，在安踏集团成立 30 年之际，将整体战略由‘单聚焦、多品牌、全渠道’转型为‘单聚焦、多品牌、全球化’，‘全球化’被上升为核心战略。

西班牙香水巨头 PUIG 去年在华增长 27%

3 月 7 日，据 PUIG 集团公布的财报，2023 年集团销售额达到 43 亿欧元，所有业务部门和地区的销售额均实现两位数增长。集团净利润达到 4.65 亿欧元，较 2022 年增长 16%。PUIG 称，这已经是集团连续第三年创下销售额纪录。

按地理区域划分，亚太地区的增速最高，销售额增长 26% 至 4.39 亿欧元。中国是 PUIG 在亚洲销售额最大的国家，去年的销售额增长了 27%，主要由集团在中国规模最大的品牌 Charlotte Tilbury，和增长最快的小众品牌 Byredo 驱动。

苹果拟2026年推出首款折叠屏iPhone

美国专利商标局3月7日正式公布了苹果的一项专利申请，展示了苹果未来折叠屏产品的设计，包括iPhone、混合平板电脑笔记本电脑等多种产品。对于这份专利，苹果高管回应称：“经过仔细考虑，公司确认将推迟到2026年发布首款折叠屏iPhone，这比内部预期要晚。”这位苹果高层人士表示，“鉴于与竞争对手相比发布时间较晚，所以将集中采用更多先进技术”。他还补充说“这款折叠屏iPhone预计将比竞争对手的机型更薄、更轻”，他表示，“我们的目标之一是避免出现竞争对手正努力解决的折痕问题。”

首家小米汽车直营店预计四月开业，可以预约试驾

位于北京王府井东方新天地的小米之家将成为首家小米汽车直营门店，目前门店装修接近完成，小米汽车SU7尚未到店，预计四月份才会正式开业，负责汽车销售的将会是另一批员工，目前已经可以预约试驾，北京小米园区和亦庄小米工厂区域可以体验自动驾驶。

Prada集团未来5年内计划向零售空间投资10亿欧元

据消息，Prada集团董事会主席Patrizio Bertelli近日表示，随着各地区对其产品需求的增长，以及高端奢侈品消费者越来越多地寻求“体验式购物”，该集团将加倍实施其零售战略，计划在未来五年内投资10亿欧元用于零售空间。

雅诗兰黛：在中国销售的所有产品均符合国家相关标准和法律法规

近日，美国独立实验室Valisure称，在美国市场销售的雅诗兰黛旗下倩碧等品牌的一些痤疮治疗产品中检测出了高浓度的致癌化学物质苯。雅诗兰黛公司回应表示：确保产品安全是倩碧的首要任务，为消费者提供安全、高质量的产品是公司宗旨。公司在中国销售的所有产品均符合国家相关标准和法律法规。产品可以放心使用。

苹果中国规格最高旗舰店即将开业，位于上海静安寺

3月8日，苹果Apple Store官宣上海第八家门店静安店即将开幕，并上线了带有白玉兰logo的壁纸，这也是大中华区的第57家苹果门店。据悉，上海静安店将是目前中国最高规格的苹果旗舰店。门店位于静安寺正对面，目前围挡设计正式公布，以上海市花白玉兰组成logo。

二、互联网

马斯克：X平台信息流未来只显示“浏览量”

马斯克3月7日在社交平台上表示，未来X的时间轴只会显示浏览量，而不会显示点赞数和转帖数量。

字节跳动回应暴雪前CEO洽购TikTok：不实

3月10日，有媒体报道称暴雪前CEO接触张一鸣，考虑千亿美元收购TikTok，奥特曼或参与交易。对此，字节跳动在今日头条官方账号辟谣：前述信息不实。

马斯克旗下X平台将推出电视应用，欲转型为视频平台

据IT之家援引Fortune报道，埃隆・马斯克旗下的社交媒体平台X正试图从短文本信息发布平台转型为视频平台，并计划于下周推出针对亚马逊和三星智能电视的电视应用。据内部消息透露，该应用的界面与YouTube的电视应用“完全相同”。

消息人士称，马斯克的目标是鼓励用户在 “更大的屏幕上观看长视频”，这是X平台为了吸引网络红人和广告商而制定的系列计划之一。这位不愿透露姓名的消息人士表示，“马斯克决心与YouTube竞争”，他还将直播平台Twitch、加密聊天应用Signal和社交论坛Reddit列为X平台想要竞争的其他服务。

李彦宏：文心大模型4.0在中文上已经超过了GPT-4

百度创始人李彦宏在3月9日表示，在中文上，文心大模型4.0已经超过了GPT-4。他以写诗为例，称像文心大模型等大模型都能写，但GPT不行。“比如写一首诗，很多大模型都能写，但如果我要求写一首《沁园春》词牌的词，那GPT就完全搞蒙了，它不知道第一句话是4个字还是5个字。”过去一年，文心一言用户数量已突破1亿，文心大模型已升级至4.0版本，经过重构的百度文库等AI原生应用也实现了各类数据指标的提升。

东方甄选将董宇辉商标转让给与辉同行，涉多项国际分类

近日，东方甄选关联公司东方优选（北京）科技有限公司将其注册的多枚“董宇辉”图文商标，转让给与辉同行（北京）科技有限公司，商标国际分类包括广告销售、教育娱乐、办公用品、食品等。

值得一提的是，与辉同行（北京）科技有限公司是在2023年12月刚刚成立的一家新公司，注册资本为1000万人民币。该公司的法定代表人、执行董事以及经理均为董宇辉，而监事则由俞敏洪担任。此外，这家公司的全资持股方为北京新东方迅程网络科技有限公司。这次商标的转让，进一步加强了董宇辉与这两家公司的紧密联系，同时也展示了新东方在教育及相关领域的多元化发展战略。

三、广告案例

好望水x余秀华｜我和自己结婚了

好望水邀请余秀华再次穿上婚纱，和自己结婚。展现热烈地爱自己，爱自己的过去、现在，和拥有一切可能的未来。

爱慕广告片

从角色舒展的动作、镜头语言、光线变化和品牌文案，我们拍出了中女逆向生长的姿态，调动了用户的通感，将品牌与受众的情感链接，变得具体、且好触碰。片中呈现的不是纯真、无邪、美好，也不是迪士尼般的完美浪漫，而是逆向生长的力量感。

四、趋势洞察

《2024 年新品消费趋势报告》发布

近日，尼尔森IQ(NIQ)联合京东小魔方X京东C2M智造平台发布《低头务实 冀望美好：2024年新品消费趋势报告》报告。

报告指出，随着宏观扩内需政策的显效发力，中国庞大的消费市场为经济增长提供了强大支撑力。消费市场中的线上渠道，个护、家清、水饮冲调、家电等品类增长均高于全渠道，推动经济回暖:零售新模式、新应用正在为消费者升级全场景、全渠道深度融合的全新购物体验线上、线下共振融合，生态持续扩容。

不仅如此，报告还指出了新品八大趋势：Hello, Al、微观跃升级、心灵安有序、相伴获欢愉、点滴化精养、一平米致美、质衡心价比、高效减家务。

《2024 年抖音电商营销趋势报告》发布

报告显示，2023年，社会消费品零售总额471495亿元，总量创历史新高，比上年增长7.2%，呈稳步发展态势。全国网上零售额154264亿元，比上年增长11.0% 。其中，实物商品网上零售额130174亿元，增长8.4%占社会消费品零售总额的比重为27.6%，比上年多了近0.5个百分点，线上渠道重要性仍在日渐提高。

在疫情全面放开后的第一年，消费者不 再 拘 泥 于 单 -购 物 渠 道，在实物商品网上零售额中，吃类、穿类、用类商品分别增长11.2%、10.8%、7.1%。民以食为天。由于疫情期间(2020-2022)，线下购物受限，人们不得不将日常所需的食品如米、油、盐转移到线上购买，导致线上“吃”类消费增速最为明显。然而，随着疫情逐步放开(2023)，一部分食品购买回归到传统的商超渠道，导致线上吃类消费经历了一段短暂的调整期。人们越来越希望从“食”上获得美好的生活体验，吃类消费也很快提振，恢复增长态势。为顺应这一变化，企业也正调整自己的商品策略。

此外报告还详细分析了抖音市场，并分为四个板块：
1.新兴电商市场发展势头强劲

2.全域兴趣电商凸显多元价值

3.全域兴趣电商带来新增量

4.热门赛道发展潜力分析

以及六大赛道(服饰鞋包、食品饮料、个护美体、日用百货、彩妆、护肤)的市场发展趋势、市场竞争情况、市场价格布局、直播热销单品、赛道热销品牌、潜力赛道洞察、年度热门赛道。

五、海外营销

基于云的协作是广告技术的后 "生命线"--但它能持久吗？

Cloud infrastructure vendors are insinuating themselves into data-driven advertising.

Third-party ad tech vendors are becoming service providers that build their solutions using cloud infrastructure – namely Amazon Web Services (AWS), the Google Cloud Platform (GCP), Snowflake and Microsoft Azure.

This trend has given rise to technologies such as data clean rooms and CDPs, and for many major advertisers and ad buyers, the cloud is their post-cookie plan.

If you ask the cloud operators themselves, they might call it the Daft Punk revolution – better, faster, stronger. But the real reason why marketing tech companies are building their businesses on the backs of cloud platforms is privacy.

Still, the question remains: Can this cross-cloud collaboration system function in the real world? As in, to be useful for marketers while also passing muster with regulators and privacy advocates.

Privacy laws and platform data policies have focused on restricting the number of businesses that can access data, rather than prohibiting specific actions like ad targeting or attribution. That’s why Apple’s ATT update derailed Facebook’s ad platform, whereas Amazon Ads kept trucking along despite the post-pandemic ecommerce slowdown. Facebook needed other businesses to share data, whereas Amazon already has the data in one place.

If the new rules of the road call for data to be kept in one place, then the only logical outcome is for vendors to set up shop there.

How cross-cloud collaboration is actually used

One challenge is that ad tech and data vendors have a nuanced understanding of the technology, but clients often don’t.

Last year, a marketer at a large beverage brand told me she had begun running parallel campaigns on The Trade Desk and the Walmart Connect DSP, which is built on The Trade Desk. By reconciling the IDs, she said, the brand can attribute certain media channels to Walmart sales and retarget customers as they moved between Walmart and other stores or publishers.

从人工智能内容到虚假本地新闻，品牌必须在这个选举季打好程序化躲避球

Brands don’t want their ads to turn up next to content spouting conspiracy theories, propaganda and misinformation, but programmatic advertising makes it easy for brands to end up next to this content.

An onslaught of AI-generated misinformation is only worsening the situation ahead of this year’s elections in the US and abroad.

To equip advertisers with accurate information about where they should direct their ad spend, NewsGuard, an organization that rates the trustworthiness of news outlets and licenses an inclusion list of trusted publishers, launched its 2024 election misinformation tracking center on Thursday.

NewsGuard’s team of journalists monitors misinformation online and scores news sources such as websites, social media accounts, podcasts and CTV and linear TV based on their truthfulness and reliability. With the help of AI tools, the team is monitoring 963 websites and 793 social media accounts and video channels that have published false or misleading election statements.

The organization catalogs local news impersonator sites, which includes 1,162 URLs. These sites publish “partisan, misleading content,” NewsGuard General Manager Matt Skibinski said. Some post on behalf of a political campaign or group, while others post “just for ad dollars and clicks,” he said. And 725 of these sites make AI-generated false claims.

Programmatic ad tech struggles to tell real and fake news publishers apart. Due to the confusion, the impersonator sites “often have programmatic ads,” Skibinski said. Conversely, a true local news outlet might be “choked of ad revenue entirely.”

Local news sites with political ties tend to have legitimate-sounding names and the look and feel of a news site. Take the Pennsylvania Independent and the Philly Leader, Skibinski said. The Independent is affiliated with a Democratic political action committee, while the Leader is funded by Metric Media, a conservative publisher with various undisclosed political and corporate ties. Sites like these have stepped into the void left by gutted local newsrooms and are on track to surpass the number of actual daily newspapers this year.

There are also AI-generated news sites produced with minimal or no human oversight. Since generative AI tools can churn out error-ridden or entirely fabricated content in seconds, they can be super spreaders of misinformation.

To illustrate the problem, Skibinski entered a prompt into ChatGPT asking the chatbot to write a news article about a local election for a made-up local newspaper, the Madison Times Index. ChatGPT churned out a story about how election certification was on pause due to the discovery of major irregularities. It included invented quotes from county election officials, specific numbers for the ballots and an editor’s contact information at the bottom of the piece.

Scores of these sorts of articles are already out there, waiting for advertisers.

NewsGuard has seen “false narratives” in the primaries about voter counts, who’s eligible to be on state ballots, election fraud and candidates who are discouraging people from voting, Skibinski said. The organization focuses on “election integrity claims,” he said, such as voter eligibility, when and where voting can take place and how ballots are counted.

Advertisers craving brand safety might be tempted to throw up their hands and give up on advertising against news. Skibinski doesn’t think blocking all the news is the answer. If anything, the decision to block keywords like Biden, Trump, Congress and Senate can inadvertently lead brands to violate their own brand safety standards. High-quality news outlets exist across the political spectrum, and brands would be better off advertising against these publishers’ inventory.

One Fortune 500 client that previously blocked news content used NewsGuard’s data to add more than 1,200 highly trusted news sites to their list via a PMP. Because the brand was bidding on a “broader set of inventory,” it increased its campaign reach, lowered its CPMs and saw higher click-through rates, Skibinski said.

Besides, excluding the news doesn’t protect advertisers from brand safety and suitability risks because of the sheer scale of programmatic advertising. There are too many impressions to account for, and some of them end up in disreputable places, as last year’s push to rid the industry of made-for-advertising content made clear.

A Comscore study that drew from NewsGuard’s data found that $2.6 billion in ad revenue is routed to misinformation publishers annually. And new fake news sources pop up all the time.

For example, NewsGuard has seen 742 big brands advertising on misinformation-filled content about the Israel-Hamas war. The company found hundreds of brand ads – including ads from an insurance brand, a streaming service, an online shopping platform, two retail store brands and a hotel chain – that appeared adjacent to content speculating that both 9/11 and the October 7 Hamas attack on Israel were inside jobs, Skibinski said.

This type of failure does not bode well for the current election season.

But through “proactive monitoring and detection of emerging risks,” Skibinski said, brands can do their best to protect themselves this season – without pulling out of news entirely.