Morketing每日监测7.16:2019年全球零售市场将达到25.038万亿美元;Tiffany将于近期正式在中国内地官网推出电商服务;Chanel任命首位多元化及包容性全球主管
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Morketing每日监测7.16:2019年全球零售市场将达到25.038万亿美元;Tiffany将于近期正式在中国内地官网推出电商服务;Chanel任命首位多元化及包容性全球主管

【摘要】每日营销资讯

1、科沃斯任命逻壹传播香港为全球社交媒体代理商

 

逻壹全球整合传播部门今天宣布逻壹传播(LEWIS Global Communications)香港正式成为全球顶级家用机器人品牌之一的科沃斯(Ecovacs)机器人全球社交媒体合作伙伴。


逻壹传播香港团队将负责科沃斯全球社交媒体渠道的内容、管理、优化,及引领开展重大市场项目,以提升品牌形象,进一步打造家庭机器人类别。

 

2、Tiffany将在中国市场发起最强攻势

 

进入中国已18年的美国奢侈珠宝与腕表品牌蒂芙尼Tiffany & Co.正试图把品牌积淀了近200年的“珍奇屋”搬到上海,计划于今年9月23日至11月10日期间在上海复星艺术中心举办“匠心妙艺——蒂芙尼180年创新艺术与钻石珍品展”,将逾350件Tiffany的传奇珠宝与珍品从美国纽约总部运到中国,以更好地向中国消费者传达品牌精髓,寻求更大突破,施加市场影响力。

 

与此同时,随着中国奢侈品电商环境日渐成熟,Tiffany将于近期正式在中国内地官网推出电商服务。不过Alessandro Bogliolo认为,最终人们还是会回到线下购买Tiffany的产品,因为珠宝和其它成衣、手袋类产品不同,消费者需要亲眼看到才能真正地感受到Tiffany所代表的精湛工艺和宝石品质。在官网开通电商服务后的下一步,Tiffany也将开设官方微信小程序,

 

3、Chanel任命首位多元化及包容性全球主管

 

法国奢侈品牌Chanel日前任命了品牌首位多元化及包容性全球主管Fiona Pargeter。据其领英资料显示,Fiona Pargeter此前曾担任过全球多元化与包容项目经理、EMEA地区多元化和包容性主管等职位。由于多个奢侈品牌于近期因种族与文化问题陷入争议,Prada和Gucci也特别建立了文化多元化咨询委员会。

 

4、荣耀发布“智慧屏”新品类,首款产品将于8月上旬正式发布

 

在近日举行的荣耀新品沟通会上,荣耀总裁赵明介绍了荣耀“智慧屏”新品类。他表示,智慧屏将成为家庭影音娱乐中心、信息共享中心、控制管理中心和多设备交互中心。赵明称,首款荣耀智慧屏新品类产品将在8月上旬正式发布。

 

5、网易考拉联合《阴阳师》首发定制美妆系列,布局泛娱乐衍生品

 

网易考拉正式上线网易考拉工厂店与《阴阳师》联合开发的美妆个护系列。目前可购买到的定制商品包括酒茨眼罩、八岐大蛇面膜、黑白茨球葫芦蛋等。网易考拉方表示,背靠网易考拉工厂店的工厂资源进军泛娱乐衍生品是网易考拉今年重要布局之一,接下来将展开系列IP衍生品开发活动。

 

6、蜻蜓FM超级会员数达千万级,与优酷视频合作推99元联合会员

 

蜻蜓FM昨日联合优酷视频共同推出联合会员暑期大促,原价426元的双平台会员年卡,联合销售后为238元,而在7月15日至7月17日的联合会员暑期大促中,价格为99元。此外,截至2019年7月,蜻蜓FM超级会员数已达千万级,除优酷外,联合会员的合作方还包括芒果TV、Wehotel铂涛会等,与保利影院、大地影院的联合会员也即将上线。

 

7、快手游戏直播移动端日活超3500万,推出“百万游戏创作者扶持计划”

 

近日,快手推出“百万游戏创作者扶持计划”,强化对中腰部和尾部游戏创作者的专业化管理和扶持。据快手方面介绍,目前,快手站内游戏直播移动端日活跃用户破3500万,游戏视频用户日活达5600万。2019年上半年,快手站内游戏相关内容的发布数达到5亿+,点赞数100亿+,作品评论数15亿+,内容分享数1.2亿+。

 

8、小红书邀博主参与美国红人节,与国内外MCN机构达成合作意向

 

被称为“美国红人节”的全球规模最大的内容创作者交流会VidCon近日在美国洛杉矶举行,小红书也邀请了7位持续产生优质内容的博主参会,与国际知名内容创者们在内容制作、粉丝运营、商业化等方面进行深度交流。小红书也在VidCon大会上与多家中外知名MCN机构进行沟通交流并达成合作意向,未来小红书平台将推出一系列活动,持续鼓励博主,促进他们参与行业交流,激发更多创作灵感。

 

9、映客以8500万美元收购社交产品“积目”

 

映客以8500万美元的价格全资收购社交产品“积目”。公告称,交易完成后,积目原团队将继续保持独立运营。积目是一款主打“潮”、“酷”风格的陌生人社交产品,App在苹果应用商店社交类榜单排名第14,高于多款同类型竞品。映客方面表示,此轮收购可以让映客集团更好地服务现有客户,满足目标人群更多维度上的需求。

 

10、永辉超市:拟出资4亿元,参与设立全球消费品供应链服务公司


永辉超市拟与福建省交通运输集团有限责任公司、福州民天集团有限公司、怡和集团和谢香镇先生设立一二三三国际供应链管理股份有限公司,打造1233 S2B全球消费品供应链服务平台。合资公司注册资本10亿人民币,永辉以4亿元现金出资,占注册资本的40%,为第一大股东。

 

11、2019年全球零售市场将达到25.038万亿美元

 

根据eMarketer的估计,2019年全球零售市场将达到25.038万亿美元,比前一年增长4.5%。与前五年相比,这一数字明显下降,当时全球零售额的年增长率在5.7%至7.5%之间。eMarketer首席分析师Andrew Lipsman表示:“过去两年的消费支出增长放缓反映了全球日益增长的经济不确定性和疲软的经济环境。”

 

Andrew Lipsman补充说:“中国经济在过去十年的大部分时间里一直在快速增长,但GDP增长已经相当平稳。”即使在中国火爆的消费经济降温的情况下,亚太地区在2019年仍将引领全球电子商务增长。eMarketer预计该地区的销售额将增长25.0%,达到2.271万亿美元,占全球电子商务支出的64.3%。拉美和中东/非洲的增长率将达到21.3%,略高于全球平均水平,而北美(增长14.5%)和西欧(增长10.2%)则相对落后。

 

12、饿了么拍武侠外卖片,展现十八般优惠

 

这个夏天饿了么有点魔性,近日发布了“这夏别动,饿了么来了”系列广告,走起了古装武侠短剧风。全系列由五个小短片组成,每一个短片代表一种优惠:这夏新人享红包、这夏外卖好吃又快、这夏全城配送费0元起、这夏满减超省钱、这夏价格腰斩五折起。

 


13、18%的OTT广告是欺诈性的


18 per cent of OTT inventory is fraudulent, according to figures from TV advertising solutions company MadHive, based on an analysis of more than 1bn OTT ad requests. The report found that the predominant types of fraud mirror the methods currently plaguing the rest of the digital ecosystem. These are misrepresentation, where a fraudulent arbitrager is selling ads they claim are being shown to users in the US, but where the ad is actually shown to a device in non-US countries. Secondly, device-based, where a single device reports a very high number of ads during a given time period, for example 50 ads per minute. And thirdly, app-based, where the same ad-supported OTT app shows a very high rate of activity around the clock.


“OTT is going to play an integral role in the future of the marketing mix, especially as interactive ad formats roll-out on the platform and enable brands to take a DTC approach to media buying,” said Vinny Rinaldi, head of addressable media and technology for The Hershey Company. “We just need to work together as an industry to proactively fight fraudsters, while providing transparency across the supply chain.”


14、为什么自上而下的品牌风靡一时


This kind of top-to-bottom rebranding—much more than just a cosmetic overhaul—has recently gained steam with companies well beyond Mailchimp, as a surprising number of marketers introduce a new or updated persona more palatable, relatable or trustworthy than before. “It feels like we are witnessing a seismic shift in the sheer number of rebrands,” says Matt Kandela, CEO of branding and design company Dear Future. “Dunkin’ lost the Donuts, and Weight Watchers shed so many letters they slimmed down to WW. Mastercard was lost for words, and so was I when I saw that Slack logo. One has to wonder if we’ve entered peak rebrand or if this is just the new normal.”


The reasons behind a big redesign are as numerous as brands themselves, but the recent spate can often be traced back to disruption or opportunity caused by digital commerce, including the rise of direct-to-consumer brands.


15、黑石集团宣布收购领先移动营销平台Vungle


Blackstone (NYSE:BX) announced today that private equity funds managed by Blackstone (“Blackstone”) have agreed to acquire Vungle, a leading performance marketing platform for in-app video advertisements on mobile devices.

           

Vungle is trusted by publishers of more than 60,000 mobile apps worldwide, including top brands such as Rovio, Zynga, Pandora, Microsoft, and Scopely, among others. The company serves more than 4 billion video views per month on over a billion unique devices, and is consistently ranked #1 for cross-platform user retention by industry mobile performance indexes. Vungle is headquartered in San Francisco with offices in London, Berlin, Beijing, Tokyo, Singapore and Seoul.


16、IBMWatson出售营销技术部,现更名为Acoustic


The company formerly known as IBM’s Watson Marketing has rebranded as a standalone company called Acoustic.


The new name, announced today, comprises the 1,000-person division acquired in April by the private equity firm Center bridge Partners that hopes to bring a more focused approached to marketing assisted by artificial intelligence.


17、FX下月将关闭“无广告订阅”服务


FX+, the ad-free offering for cable and satellite subscribers of FX Networks that rolled out in 2017, will shut down on Aug. 21, as new parent company Disney prioritizes driving more FX content toward Hulu.


18、亚马逊的“Prime Day”驱动销量大幅上涨,预计销售额增长79%


Believe it or not, Amazon did not create the mid-summer sale with Prime Day. Instead, it took a pre-existing concept,rebranded it, and now, according to figures from savings site RetailMeNot, as many as 250 other retailers are following suit.


19、黑马营销技术公司Amperity投资5000万美元用于CDP建设


Customer data platform (CDP) Amperity announced a $50 million investment round on Monday, bringing its total funding to almost $90 million.


A cohort of large venture capital investors, including Tiger Global Management and Goldman Sachs, backed the new Amperity round.

“What I think many industry observers see is the opportunity for a multi-billion dollar, blue chip technology company to emerge in this category,” said Amperity co-founder and CEO Kabir Shahani.


20、继智能手机后,中国汽车企业再度试图占领印度市场


India’s burgeoning automotive demand and a sustained push by the government towards electric mobility has led to nearly a dozen Chinese companies entering India over the last three-to-four years.

While some of these companies are tying up with Indian entities, others have entered on their own and are setting up manufacturing facilities and R&D centres.

These China-headquartered companies manufacture e-scooters, e-bikes, electric three-wheelers, petrol-powered performance bikes, SUVs, luxury cars, buses and construction equipment.

本文由Morketing整理发布。

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