Morketing·每日监测7.13:Netflix为其广告业务寻找顶级高管;Nike上线中文APP;字节正式推出社交App派对岛
每日监测

Morketing·每日监测7.13:Netflix为其广告业务寻找顶级高管;Nike上线中文APP;字节正式推出社交App派对岛

Rita Zeng · 2022-07-13 08:54

【摘要】每日营销资讯

一、品牌

 

安踏上半年收入继续增长


安踏体育于周一发布公告,2022年上半年安踏品牌零售额与2021年同期比较录得中单位数的增长,FILA品牌零售额同比录得低单位数的下滑,所有其他品牌零售额同比增长30%至35%。不过受疫情反复影响,安踏体育整体业务在第二季度均出现下滑。



Nike上线中文APP


据时尚商业快讯,Nike在中国推出全新官方APP,取代于7月8日停止运营的SNKRS APP。全新Nike APP不仅延续了SNKRS定期上线新品和联名系列的功能,还会根据不同用户的喜好推荐相关内容,旨在为中国消费者提供更加个性化的体验。


丰田开启用户数据分析以更新汽车功能


近日,丰田发布消息称,将启动根据顾客的驾驶习惯更新汽车功能的实证实验,根据信息通信服务“T-Connect”获得油门和刹车信息等,提高私家车的功能。实验对象为已加入T-Connect并拥有混合动力款MPV“埃尔法(Alphard)”、“威尔法(Vellfire)”的用户。丰田将在两个月内招募100名用户参加实验。丰田将收集过去的驾驶数据,提供把驾驶特点和个性转化为数值的报告。

 

永辉超市部分标杆店坪效提升率已实现超30%目标

 

从永辉超市处获悉,在永辉位于福州的金山公园道店、上渡店及屏山店等数字化标杆门店,已完成了智能化手段治理商品池的改造升级。这三家门店在今年5月份达成的坪效(即每平方米的营业额)相比于一季度,均已达成超过30%的效率提升。截止今年五月底,金山公园道店、上渡店及屏山店三家标杆门店相较于上季度的坪效提升率分别达到了41%、38%及31%。

 

复朗集团:2021年预估收入为3.39亿欧元,较2020年增长52%

 

全球时尚奢侈品集团 Lanvin Group(复朗集团)公布2021年业绩,并就此前宣布的与Primavera Capital Acquisition Corporation(PCAC)的拟议业务合并,向美国证券交易监督委员会(SEC)以 F-4表格形式呈交登记声明。集团2021年的预估(pro forma)收入为3.39亿欧元,较2020年增长52%;在2021年实现边际贡献平衡,以及经调整EBITDA5亏损缩窄33%。

 

二、互联网平台

 

阿里巴巴旗下盒马寻求以约60亿美元的估值融资


市场消息:阿里巴巴旗下盒马寻求以约60亿美元的估值融资。

 

Meta实行末位淘汰制:清退表现不佳员工


据报道,Meta要求工程经理明确并清退表现最差的员工,以此在经济下滑中控制成本。

 

字节正式推出社交App派对岛

 

Tech星球报道,字节首款线上实时互动社区“派对岛”于近日对外测试,用户可在抖音内通过其推广链接,在无需邀请码的情况下,直接进行注册登录使用。“派对岛”是一个实景化的实时线上活动社区,用户在这里可以随时以自己的虚拟形象化身和朋友一起闲逛,实时聊天互动等。

 

游族网络:预计上半年净利同比下降65.77%-77.18%


游族网络公告称,预计2022年半年度归母净利6000万元-9000万元,同比下降65.77%-77.18%。同比下降的主要原因是本报告期受整体投资环境影响,公司持有的其他非流动金融资产产生了较大的公允价值变动损失,预计约为4000-5000万元,其中公司通过嘉兴优亮投资合伙企业(有限合伙)持有的优刻得因股价波动产生较大的公允价值变动损失,预计约2600-3800万元。

 

匿名社交NGL拿下240万美金的流水

 

Sensor Tower 最新发布的数据显示:一款名叫 NGL 的匿名社交 App,在全球范围内的安装量迅速突破了 1500 万次。NGL 于 2021 年 12 月发布,其增长主要由印度、印尼等市场的 Android 用户所推动。

 

三、案例

 

阿联酋麦当劳用logo做秋千

 

阿联酋麦当劳携手家居装饰品牌Studio M和迪拜李奥贝纳共同设计了一款麦当劳标志的“M”型秋千,并且选择了迪拜成年人工作附近的四个地点进行放置:媒体城,互联网城,知识园和风筝海滩。

 

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四、趋势洞察

 

CIC白皮书:2026中国二次元内容市场有望达1105.8亿元

 

近日,CIC灼识咨询披露《中国二次元内容行业白皮书》。白皮书显示:国漫平台快看App2021年月均MAU超4000万,成为国内漫画平台领跑者;我国泛二次元用户基础广泛,2021年时已经达到近4.6亿人,过去五年的年均复合增长率高达10.4%;2021年中国二次元内容市场约602.9亿元, 预计到2026年中国二次元内容市场有望达1,105.8亿元,未来五年中国二次元内容市场规模年均复合增长率约12.6%。

 

KOA:2022年北美豪华露营和陆游成趋势

 

一般来说,房车销售和房车租用正在蓬勃发展。由于大多数房车使用者(RVers)以前选择租用或借用方程,77%的 RVers 现在表示他们拥有自己的RV。同样,明年非房车车主对购买房车的兴趣也很高(32%)。总体而言,大多数露营者(56%) 对2022年的某种房车体验感兴趣,其中47%的人想尝试房车,43%的受访者想过“面包车生活”。

 

2021年,至少有一次露营经验的新露营者中有54%来自非白人群体。

 

新冠是改变露营习惯的一个驱动因素,36%的城市露营者指出,这种流行病和避开人群影响了他们的决定。经济状况也在推动更多的这些人露营,其中44%的受访者计划在2022年以露营旅行取代休闲旅行。

 

豪华露营和陆游(Overlanding)是趋势。2021年,36%的露营者首次进行豪华露营之旅,27%的露营者首次进行陆路旅行。预计这种兴趣将会增长,50%的人寻求豪华露营体验,46%的人希望在2022年尝试陆路旅行。

 

五、海外

 

推特的广告销售部因马斯克“戏剧性的收购”而陷入混乱

 

Some agency and sales reps at Twitter already jumped ship amid Musk's chaotic acquisition pursuit

 

Elon Musk may never buy Twitter, but the billionaire’s bid for the company has left lasting damage to Twitter’s ad sales department, according to agencies and marketers. Twitter ad sales and agency representatives have been leaving the company in recent months because of the turmoil created by the billionaire’s acquisition offer, which is now in disarray.

 

“Quite a few people I know have gone elsewhere,” said one top ad agency executive, who spoke on the condition of anonymity. “And if Twitter salespeople want to leave, they can easily find a job anywhere else.”

 

“Loads of people left,” said another agency executive, speaking on condition of anonymity. “I think that, honestly, there was a lot of backlash, people weren’t a fan of what [Musk] was coming out and saying … People were like frankly, ‘fuck this I’m out of here.’”

 

Facebook 将算法转移到模仿 TikTok

 

Facebook has a history of making major changes to its business model practically overnight. There was its explosion onto the ad scene, obviously, as well as the pivot to mobile (people think of Facebook as such an app-focused business, it’s easy to forget it began as a website) and its revenue shift from News Feed to Stories posts. Not to mention the whole “Meta” rebrand.

 

And Facebook has been making the same kind of ground-up overhaul over the past year, as it adapts to a world with global privacy laws and Apple ATT.

 

Eric Seufert sums up Facebook’s shift as going from the “friend graph” to an “open graph” model – the even more jargony way to describe the open graph is a “discovery engine.”

 

If you think that sounds like TikTok … you’re correct. Facebook wants to become more like TikTok.

 

The open graph model helps Meta in two prime ways. First, it incentivizes creators to create and post more content to its network, since the content can theoretically reach far more people with an algorithmic recommendation engine, rather than friends and followers. Second, it enlarges the pool of content seen by average users – and thus should increase time on platform.

 

Netflix 为其广告业务寻找顶级高管

 

Netflix isn’t just vetting third-party vendors for its pre-launch ad business (though it is vetting vendors, to be clear).

 

The streaming leader is on the hunt for an executive to lead its incubating advertising business, The Wall Street Journal reports.

 

The new hire could be a decider for critical decisions, since Netflix may test and tinker with all sorts of ad revenue options. “Netflix has considered, among other things, creating an ad-supported option for each of its three tiers of service, which offer varying degrees of image quality and number of screens that can be used simultaneously,” people with knowledge of the matter tell the Journal.

 

Some options may not include ads, like promoting a studio with a special content bar on the Netflix homepage. Other tiers could serve ads between shows.

 

“We are still in the early days of deciding how to launch a lower-priced, ad-supported option, and no decisions have been made,” according to a Netflix spokesperson.

 

Two names reportedly in the mix for the Netflix gig are Peter Naylor, Snap VP of ad sales and former longtime ad sales leader at Hulu, and Comcast Advertising Chief Growth Officer Pooja Midha, who’s interviewed extensively.

整理自互联网

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