「Morketing·营销人早报」由Morketing Group出品，专门为营销人提供的每日早报，每日早8点整更新，围绕全球移动互联网、数字营销、广告主动态、互联网流量平台、服务机构、精彩案例，及全球营销趋势观察等展开，每天精选15-20条相关新闻，其中还包含多条海外新闻。

Morketing，提升营销人的全球连接效率。营销人的一天，从读「Morketing·营销人早报」开始。

一、品牌

名创优品将推出独立潮玩集合店，对标泡泡玛特

名创优品宣布,即将推出上市后首个新品牌“TOPTOY”,该品牌将独立开店运营。

电子烟品牌悦刻主体公司雾芯科技据称明年在美IPO

据知情人士，中国知名电子烟品牌悦刻主体公司雾芯科技已经选择花旗集团为其安排明年在美国进行首次公开募股（IPO），可能募集高达10亿美元。随后，针对“悦刻主体公司雾芯科技明年在美IPO”的消息，悦刻方面回应称，市场传闻不实。

小鹏汽车三季度营收超预期至 2.9 亿美元

小鹏汽车第三季度营收为 2.9 亿美元，按本币计同比算增长 342.5%。净亏损为 1.69 亿美元，上年同期净亏损 1.17 亿美元。7-9 月，小鹏汽车交付了 8578 辆汽车，同比增长 265.8%，环比增长 165.7%。截至收盘，小鹏汽车股价暴涨 33.40%。

迪士尼新一季净亏损 7.1 亿美元

迪士尼 7-9 月营收 147.1 亿美元，同比下降 23%；净亏损 7.1 亿美元，去年同期为录得净利润 10.54 亿美元。还是搜疫情影响，迪士尼的主题乐园、体验及消费品业务营收为 26 亿美元，同比下降 61%。这一季度迪士尼+订阅用户数为 7370万。

新华百货：公司自今年二季度开始积极打造新百易购社交电商平台

新华百货在互动平台表示，公司自今年二季度开始积极打造新百易购社交电商平台，通过小程序、直播、社群等方式，积极将顾客引流到线上微商城，为线下活动赋能，以实现收入转化助力销售提升。

二、互联网平台

拼多多年活跃买家接近阿里

拼多多发布三季度财报，7-9 月营收 142 亿人民币，比去年同期增长 89%，也是拼多多今年三个季度最高增速，此前 Q1 和 Q2 的分别为 43.89%和 67%。这个季度拼多多净亏损缩窄至 7.84 亿元，去年同期亏损 22.35 亿元。

微信视频号小商店正式接入魔筷cps带货系统

微信视频号的小商店正式接入魔筷cps带货系统。借助该系统，视频号主播可以直接在微信视频号绑定的小商店中选择魔筷货源，进行直播带货。据了解，魔筷现有50万SKU，品类覆盖度达到95%，直播热销款覆盖度超过90%，其中以食品、美妆、百货、服饰这四个类目为主。魔筷此次接入视频号后，将会把现有的SKU及供应链服务全面接入其中。目前，魔筷已打通了快手、微视、QQ、全民K歌等多个渠道。

达达集团、京东美妆、悦诗风吟达成战略合作

近日，达达集团与京东美妆、innisfree悦诗风吟正式达成战略合作，达达集团旗下京东到家将与悦诗风吟在商品管理、数字化营销、用户精细化运营、履约优化等方面深入合作，并提供线下线上一体化解决方案，此外达达集团旗下即时配送平台达达快送将为悦诗风吟提供“1小时达”即时履约服务。

京东升级京喜为事业群，社区团购并入，刘强东亲自带队

京东主攻下沉市场的京喜刚刚完成一轮调整，由原来零售集团下面的事业部升级为京喜事业群。原京东零售集团大商超全渠道事业群旗下新通路事业部、社区团购业务部以及1号店业务，以及原京东商城市场部全部整合进新的京喜事业群。

三、服务机构

电通裁员近6000人，占海外业务人员12.5％

据日经中文网消息，日本电通集团12月7日发布消息称，2021年年底前将裁减近6千名从事海外业务的员工。在新冠疫情下经济停滞，企业压缩广告费，电通在各地区的广告业务低迷。截至2019年12月底，电通从事海外业务的员工大约有4.7万人，裁员人数约占12.5％。

广告营销机构“瑟尚”获数千万人民币A轮融资

新型广告营销机构“瑟尚”已完成数千万人民币A轮融资，海纳亚洲创投基金SIG领投，天使轮股东天图投资跟投，本轮融资将主要用于社交内容管理平台（SCMP）的搭建和广告团队扩张。

吉普任命ESSENCE为中国全方位服务的综合媒体代理商

群邑旗下的一家媒体代理商Essence宣布已获得吉普品牌在中国本地生产的汽车产品线的全方位服务，综合媒体代理机构的履历。

四、案例

星巴克 × DIESEL，打造牛仔联名单品

近日，星巴克与 DIESEL跨界联名，将融合咖啡文化与牛仔精神，打造一系列与众不同的限量单品。二者将推出圣诞牛仔福袋，内含限定牛仔单肩包和拉链卡包等。

李诞教红米品牌总经理说脱口秀

为准备 Redmi Note9 发布会，小米集团中国区总裁、Redmi 品牌总经理卢伟冰决定以脱口秀的形式展开此次发布会，并邀请了脱口秀演员李诞、赵晓卉进行手把手教学。

名创优品×张子枫《情绪管理局》：生活就是要肆无忌惮地哭和笑

最近，名创优品携手张子枫带来治愈微电影《情绪管理局》。

五、趋势洞察

Morning Consult报告：消费者希望公司言行一致

COVID-19大流行的影响不断发展，广告主正试图找出消费者不断变化的情感和习惯。Morning Consult最近的一份报告从某种程度上说明随着全球危机的发生，消费者对某些广告类型的态度是如何演变的。

随着广告参与度的提高，这些广告能推动消费者购买商品。在成年人中净购买量最多的广告（42%）是有关公司产品和服务如何帮助改善舒适度和幸福感的广告。紧随其后的是关于如何使用产品和服务来对抗冠状病毒传播的广告（40%）。

11月全球热门移动应用收入榜：抖音及TikTok榜首，YouTube第二

Sensor Tower 商店情报数据显示，2020年11月抖音及海外版TikTok在全球App Store和Google Play吸金超过1.23亿美元，是去年11月的3.7倍，再次蝉联全球移动应用(非游戏)收入榜冠军。其中，大约85%的收入来自中国版本抖音；美国市场排名第二，贡献了8%的收入；土耳其市场排名第三，占2%。YouTube以近8800万美元的收入，位列榜单第二名，较去年同期增长59%。

六、海外

广告技术和隐私术语，如何应用于Cookie时代的世界

As 2020 draws to a close, even the most casual observer will know the industry’s common currency for targeted advertising—third-party cookies—is on the way out.

The next 12 months will see the industry prepare for Google Chrome withdrawing its support of third-party cookies, bringing it in line with the industry’s other leading web browsers. Marketers will still be able to target audiences using first-party data, for instance, by serving ads in walled gardens such as Facebook or logged-in users on a publisher’s website.

However, most acknowledge that the vast majority of internet users are unlikely to log onto websites outside the walled gardens. Many in the business call this the “unaddressable web.”

为什么品牌的第一方数据已经成为程序化广告销售的先决条件

A necessary part of publishers’ preparations for the death of the third-party cookie, first-party data is already becoming a prerequisite in publishers’ programmatic ad sales. “First-party data has been a way to get in the door, but more and more with advertisers, it is table stakes,” said one publisher who spoke on condition of anonymity.

Publishers including Vox Media and SHE Media have spent years developing their first-party data sets. In 2020, they saw those data sets become more important when pitching advertisers, and in 2021, they expect to make that data the pillar of their programmatic advertising sales.

“We will go from a very small minority of impressions in 2019 that used first-party data compared to third-party data to meaningful growth on that this year, and next year we expect much more than a majority of our impressions across the platform will use first-party data compared to third-party data,” said Ryan Pauley, chief revenue officer at Vox Media, which launched its first-party data platform Forte in December 2019.

为什么广告买家(和卖家)需要更多地关注观众的注意力

By Yan Liu, CEO, TVision

Like the proverbial tree falling in the forest, we all recognize that oftentimes the TV is on, but no one is in the room to hear or see it. And yet some ad buyers continue to rely on a metric that fails to account for this.

To mix metaphors, buyers who are still focusing on the traditional ad buying ecosystem can’t see the reality of the forest because they’re too busy counting all those supposed viewers that can’t see or hear them — all those unseeing, unhearing trees.

Reaching beyond ‘reach’

How did we get here? To paraphrase author John Green, slowly at first — and then almost overnight.

In the 1950s, when there were just three major television networks playing to a captive audience, viewers were exposed to about 300 commercials a day, which had a reach of 90 percent. There was less competition for attention, both on the TV screen and elsewhere in the home, unlike now, when there are almost 500 scripted original programs on TV and more than 860 over-the-top (OTT) apps available.

DTC各大品牌正准备迎接噩梦般的假日运输延迟和缺货

This is the latest installment of the DTC Briefing, a weekly Modern Retail column about the biggest challenges and trends facing the volatile direct-to-consumer startup world. Join Modern Retail+ to get access to the DTC briefing–as well as all articles, research and more.

If someone wants to buy a four-piece set of Caraway cookware to arrive in time for Christmas, it’s already too late.

The next earliest ship date for one of Caraway’s cookware sets is December 20 (the individual items in the set, which are packed and stored separately from the sets, are still available for purchase however, as of press time).

“Some products are already sold out for the 2020 year, and only ship after the holiday season,” reads a section on Caraway’s website about “how to get your cookware faster.” The statement goes on: “for products shipping in December, order now to avoid the holiday shipping frenzy and increase the chance of receiving yours in time! First come, first served.”

It’s the cost of doing business in 2020. Despite reporting record sales, direct-to-consumer brands still have a number of logistical headaches to contend with during the busiest shopping season. For starters, some of them have been having trouble securing enough raw materials and inventory all year, and thus won’t have some of their best-selling products in stock in time for the holidays. Second, items are taking longer to ship as warehouses and carriers are having to fulfill and deliver more packages than ever before.

Founders who spoke with Modern Retail said they’ve had to quickly adapt their marketing. In an attempt to get ahead of any negative experiences, they are trying to post as many messages as possible on their websites and social media pages about potential shipping delays. And in some cases, they’re incentivizing customers to order early.