一、品牌

lululemon 举办 Align 十周年盛事，五千人共赴北京工体

2025年5月17日，运动生活方式品牌 lululemon 于北京工人体育场举办品牌入华以来规模最大的瑜伽社区活动 ——Align™十周年 "瑜" 见你嘉年华，超五千人次参与全天多元瑜伽课程，品牌大使李宇春、卢靖姗、王紫璇及演员金靖、花滑运动员朱易等明星嘉宾现场助阵，共庆 Align 系列诞生十周年。

作为活动核心亮点，来自全球的瑜伽大师与品牌大使带来 12 场定制课程，涵盖双人瑜伽、阴阳瑜伽、流瑜伽、音律瑜伽等多元形式。王紫璇联合颂钵艺术家带来音波疗愈体验，卢靖姗分享正念呼吸法，带领参与者专注内在能量流动。日落时分，李宇春身着经典 Align™紧身裤首次公开瑜伽感悟，与两千名习练者共同完成日落瑜伽，强调 "瑜伽是自己与自己相处的过程"。

活动特别选址承载城市记忆的北京工体，将座椅区转化为艺术画布，呈现插画师 Inkee Wang 定制作品，致敬瑜伽社区文化。现场设置 Align 主题互动体验区，并发布纪录片《遇见我们》，通过大使真实故事诠释瑜伽 "联结" 本意。从清晨唤醒到星空冥想，这场跨越 12 小时的身心之旅，不仅展现 Align 系列 "无感穿着" 的十年创新，更通过沉浸式体验传递 "身心合一" 的生活哲学，标志着 lululemon 在中国瑜伽社区建设的持续深化。

迪克体育用品将斥资24亿美元收购运动鞋服零售商Foot Locker

美国迪克体育用品5月15日宣布达成最终协议，将收购北美运动鞋服零售商Foot Locker，股权价值约24亿美元，企业价值约25亿美元。迪克体育用品表示，预计Foot Locker将作为其投资组合中的独立业务部门运营，并保留Foot Locker旗下品牌。

喜茶推动多城门店空间升级

5月16日，喜茶厦门SM城市广场店完成门店重装升级后开业。此前，喜茶位于杭州、天津、南京、宁波、佛山等多个城市的多家门店也已完成门店空间升级。

胖东来官网恢复，本月销售额已超9.6亿

此前处于“已关闭”状态的胖东来商贸集团官方网站，目前已恢复。根据官网销售数据显示，截至5月14日，胖东来本月销售额已超9.6亿元。进入2025年以来，胖东来集团累计销售额已达89.8亿元。

沃尔玛：第一季度总营收1656亿美元，同比增长2.5%

近日，沃尔玛发布第一季度财报显示，总营收1656亿美元，同比增长2.5%，调整后每股收益0.61美元。

二、互联网

天猫618：多位新入淘服饰红人最高环比日销增长27倍

数据显示，天猫618开卖首小时，多位新入淘的抖音服饰红人爆发强劲，最高环比日销增长了27倍。不少服饰商家，也实现了最高近10倍的井喷式增长。

天猫618开卖30分钟，珀莱雅、兰蔻、欧莱雅、修丽可、雅诗兰黛成交破亿

天猫618，5月16日晚8点正式开售，美妆品牌开局火爆。开卖30分钟，珀莱雅、兰蔻、欧莱雅、修丽可、雅诗兰黛成交破亿，SK-II神仙水、修丽可AGE面霜、海蓝之谜精萃水、珀莱雅双抗精华等32个单品成交破千万。今年天猫618立减85折，在此基础上，可再叠加的大额消费券、品类券较往年折扣力度更大，门槛更低。多重优惠下，美妆品类消费力集中爆发。

报道称字节跳动寻求在2025年实现20%的收入增长

据报道，字节跳动寻求在2025年实现20%的收入增长。

抖音电商公布九大扶持政策的阶段性进展

5月16日，抖音电商公布九大扶持政策的阶段性进展：4月单月为商家节省成本超过25亿元，今年前4个月累计为商家节省成本超过80亿元。今年618期间，抖音电商将投入亿级现金补贴和千亿级流量资源，持续推进商品卡免佣、降运费险、加码千川激励等商家扶持政策。

百度AI搜索上线首个基于百亿级内容库的DeepSearch

百度AI搜索日前推出国内首个基于百亿级内容库的深度搜索（DeepSearch），并上线了个人知识库、创作画布等创新功能，打造“边想边搜”的新一代智能搜索体验。本次同时升级了个人知识库和创作画布等多项创新功能，支持例如行业报告文档分析、工作报告、制作网页等内容创作需求。目前，上述功能已面向全体用户免费开放，用户通过百度PC端首页搜索框下进入AI搜索后即可体验。

Meta要求法官裁定联邦贸易委员会未能证明其垄断案

Facebook母公司Meta Platforms周四请求联邦法官撤销美国联邦贸易委员会指控其非法垄断社交媒体的案件，称该机构未能在一场高风险的反垄断审判中证明自己的理由。尽管美国地区法官詹姆斯-博斯伯格可能会拒绝接受这一请求，但如果该请求获得批准，就目前的证据作出裁决的要求将使案件更快地结束。Meta目前正在庭审中提交自己的证据，庭审可能会持续到6月。

三、广告片

MAC魅可520广告，丁禹兮浪漫坐镇

WHAT IS LOVE？爱是表达，爱要被看见，送给妈妈、恋人、闺蜜、自己，把说不出口的爱打包进礼盒，让MAC替你诉说

山下有松×蒋奇明×王一通：我自成风

Songmont山下有松官宣全新品牌大使蒋奇明，一起讲述了一个关于「风」的故事。  这支广告片由王一通担任导演/编剧，蒋奇明主演。继《宇宙探索编辑部》后，王一通和蒋奇明又合作了。

四、趋势洞察

国家数据局：到2025年底，数字经济核心产业增加值占国内生产总值比重超过10%

近日，国家数据局综合司印发了《数字中国建设2025年行动方案》。《行动方案》提出，到2025年底，数字中国建设取得重要进展，数字领域新质生产力不断壮大，数字经济发展质量和效益大幅提升，数字经济核心产业增加值占国内生产总值比重超过10%，数据要素市场建设稳步推进，算力规模超过300EFLOPS，政务数字化智能化水平明显提升，数字文化建设跃上新台阶，数字社会精准化、普惠化、便捷化取得显著成效，数字生态文明建设取得积极进展，数字安全保障能力全面提升，数字治理体系更加完善。

五、海外资讯

MFA 可能要退出历史舞台

The fight against made-for-advertising (MFA) sites continues. And supply-side platform Equativ has finally had enough.

In 2023, Equativ blocked MFA from all of its private marketplace deals. Now it’s taking the next step and blocking MFA content from all exchange activity, including open exchange.

Equativ determines which sites are MFA-qualifying via a list maintained and distributed by Jounce Media. Jounce updates and recirculates this list daily.

Equativ’s goal, Chief Innovation Officer Curt Larson told AdExchanger, is to fund quality content and journalism and ensure that “a free and open internet can continue to thrive.” MFA publishers, simply put, “are not contributing to that vision,” said Larson.

It’s going down

The good news for Equativ and similarly frustrated SSPs is that MFA content has seen a sharp decline over the past couple of years. Back in 2023, Larson said, 20% to 30% of publisher revenue was going to MFA sites.

And now?

Between zero and 2%.

But this decline isn’t all about good faith and lofty values. It’s also about the money.

One of the biggest factors that helped curtail the monetization of MFA content was the 2023 Association of National Advertisers report that demonstrated the waste and inefficiency of funneling ad dollars to MFAs.

Jounce has also been quite outspoken about combatting MFAs and pushing the online advertising industry to do the same.

MFAs operate on an arbitrage business model – in fact, some people refer to MFA as “made for arbitrage” rather than “made for advertising” – which is innately low margin. After the ANA’s report, many MFA sites withered, as more buyers began blocking that supply and squeezing those already razor-thin margins, said Chris Kane, founder of Jounce Media.

And this is all to the good, including for advertisers, Larson said. MFA sites might be good for vanity metrics like clicks and page views, but they don’t drive actual marketer outcomes, he added.

Better late than never

It’s well known that MFA sites are low quality and don’t help marketers achieve their goals. So why is Equativ only now taking the step to fully block MFAs from its exchange?

Larson believes the industry wasn’t ready for a complete MFA ban until now.

“It would have been pretty disruptive to some DSP campaigns [and] some advertiser campaigns,” he said, noting that certain advertisers were “overly reliant” on MFAs.

But it wasn’t just buyers who weren’t ready. Two or three years ago, an exchange would have taken a “huge revenue hit” if it excluded all MFA from its supply, said Kane. There’s still a financial downside today, but a lesser one now that MFAs account for a smaller share of programmatic inventory and spend.

Equativ is making a calculated risk, but an appropriate one, according to Kane, for the sake of bolstering its reputation as a “high-quality marketplace.”

All eyes ahead

Equativ is a relatively early adopter of this anti-MFA policy, Kane added, but he expects to see more exchanges follow its lead, as buyer demand for MFA supply wanes.

“I think there’s going to be a day where it’s hard to find an exchange that does sell MFA supply,” said Kane.

群邑 "重组 "背后的人工智能要义

GroupM is in the middle of a massive restructuring that is affecting 45% of its workforce – and includes layoffs.

Also this week, a Gartner survey of large marketers revealed how marketers are using AI to save money, including on headcount. Thirty-nine percent of the CMOs are seeking to reduce labor costs this year.

What is the point of a media planner anyway? On the Stratechery podcast, Mark Zuckerberg said he wanted to simplify marketing to the point where an advertiser could say what they wanted to do (e.g., increase sales) and let its AI platform do everything else.

This is the moment we are in: AI is freeing people up for “higher-level work,” as PR people often spin this transition. But it’s also swallowing up marketing jobs.

How else to explain what’s going on at ad agencies? If your media campaign only requires clicking an “easy button,” how many entry-level media planners do you need?

On this week’s podcast, we discuss how the advertising industry is using AI and how that intersects with the great restructuring occurring in ad agency land.