一、品牌

星巴克2022财年Q2中国市场净收入下降14%，不改变年底在中国开店6000家的目标

星巴克发布了2022财年第二季度的财报。报告显示，星巴克全球综合净收入增长15%至76亿美元，为史上综合净收入最高的第二季度。第二季度净新增门店313家，季末全球门店总数达34630家。至第二季度末，美国及中国门店占全球总数的61%，其中美国门店15544家，中国门店5654家。

但在中国市场，从去年第三季度起至今，约三分之一门店仍临时关闭或仅提供专星送和啡快业务。大部分营业门店也需执行严格安全标准，对客流及运营产生影响。因此，中国市场净收入下降14%。受同店交易量下降20%及平均客单价下降4%的影响，中国同店销售额下降23%（含上年增值税免税约4%不利影响）。在2018年的中国投资者日上，星巴克发布了至2022年在中国开店6000家的愿景。财报称，尽管近年来受新冠疫情影响，星巴克仍然如约前行，并于第二季度净新开门店97家。

百胜中国：一季度经调整净利润1.02亿美元，同比下降56%

百胜中国在港交所披露季度财务业绩：经调整净利润为1.02亿美元，较去年同期的2.33亿美元下降56%。第一季度，百胜中国系统销售额较去年同期下降4%，其中肯德基和必胜客分别下降4%和1%，不计及外币换算的影响。同店销售额较去年同期下降8%，其中肯德基和必胜客分别下降9%和5%，不计及外币换算的影响。下降的主要原因是疫情恶化导致同店销售下降。

荣耀CEO赵明：全面启动海外市场销售

荣耀CEO赵明称，2022年荣耀将全面启动海外市场销售，预计未来五年荣耀将不存在瓶颈期。赵明表示，荣耀现有员工12000人，研发人员占比在50%以上。荣耀会持续进行技术创新，研发投入占比会远高于营销投入占比。今年一季度，荣耀的利润兑现率（出售时的业绩承诺）、现金流兑现率都超过100%，经营性现金流非常好。

苹果聘请福特资深高管，加大电动汽车开发力度

据彭博报道，苹果公司已聘请到福特负责安全和车辆工程的资深高管，此举意味着苹果再次加大电动汽车的开发力度。知情人士透露，Desi Ujkashevic将负责苹果的电动汽车计划。据悉，Ujkashevic自1991年以工程师身份加入福特后，一直在福特任职，近期担任汽车安全工程全球总监，此前她曾协助监督许多福特车型的内饰、外观、底盘与电动零组件工程。

百果园拟上市

据港交所文件，深圳百果园实业（集团）股份有限公司向港交所提交上市申请书。

二、互联网平台

贝壳拟赴港上市

贝壳宣布拟以介绍形式于港交所主板双重主要上市。双重主要上市意味着两个市场均为主要上市地，即使在一个交易所摘牌也不影响在另一交易所的上市地位，更能保护股东利益，未来可能进入港股通。介绍形式不涉及新股融资，适合现金流充裕企业，截至2021年底，贝壳拥有现金及现金等价物、限制性现金和短期投资总计561亿元。

马斯克抨击苹果：App Store 的抽成就像对互联网征收了 30% 的税   

北京时间 5 月 4 日消息，针对苹果公司的支付服务被欧盟提起反垄断诉讼的报道，特斯拉 CEO 埃隆·马斯克（ Elon Musk ）周二在 Twitter 上表示，苹果 App Store 的抽成就像对互联网征收了 30% 的税，这笔费用是本应该有的正常水平的 10 倍，肯定不行。

知情人士称，马斯克的前公司、美国支付服务提供商 PayPal 向欧盟委员会提出了对 Apple Pay 服务的担忧，协助推动了欧盟委员会对苹果及其 iPhone 支付系统提起正式反垄断诉讼。

三、案例

元气森林 × 新华社共同诠释「青年行 中国行」

五四青年节到来之际，元气森林联合新华社客户端共同推出「青年行 中国行」混剪视频，致敬每一位中国青年。其中出镜的有元气森林代言人徐梦桃、谷爱凌、苏翊鸣。

安热沙 × 娜扎拯救 emo 肌

资生堂旗下专业防晒品牌 ANESSA 安热沙，携手品牌代言人娜扎带来专为敏感肌打造的防晒新品——安热沙粉金瓶，让 emo 肌也能全天安心晒

四、趋势洞察

2022年“五一”假期国内旅游出游1.6亿人次，国内旅游收入646.8亿元

2022年“五一”假期，文化和旅游市场平稳有序，“微旅游”“微度假”成为主流，“云展演”“云演艺”有声有色。经文化和旅游部数据中心测算，2022年“五一”假期5天，全国国内旅游出游1.6亿人次，同比减少30.2%，按可比口径恢复至疫情前同期的66.8%；实现国内旅游收入646.8亿元，同比减少42.9%，恢复至疫情前同期的44.0%。

五、海外

从二维码到语音重定位，对效果的追求越来越高

Without an easy interface for clicking through to purchase, audio and video ads have, until recently, been best suited to upper-funnel brand-awareness campaigns rather than direct response.

But now, tried-and-true technologies like retargeted display ads and QR codes are making audio and video formats more actionable.

The secret ingredient here is the personal mobile device, which allows a person to scan a QR code while watching TV or get a reminder to purchase a product they heard about while listening to music or a podcast.

Companion display ads for audio

The podcasting ad market is still dominated by host-read ads featuring affiliate codes that provide audience members with discounts when they purchase a product or service promoted by their favorite podcaster. These codes also provide marketers with proof that their ads actually prompted listeners to complete a transaction.

But while performance-driven, the process is far from frictionless. Think about the process of using one of these discount codes: a user has to hear the ad, memorize or write down the code, then make it a point to visit a website where they can use that code to complete their transaction.

In this model, the user journey from impression to transaction is complicated by the fact that you can’t simply click an audio ad to be brought to a page where you can purchase the product being promoted.

Spotify’s Call-to-Action (CTA) Cards are an attempt to address this disconnect using a time-tested technology: display ads.

After a Spotify listener is exposed to an audio ad that has a CTA Card associated with its campaign, they are served that CTA Card display ad in their Spotify app interface for up to a week after the initial impression. The user simply has to click that display ad to be taken to a page where they can complete a transaction.

“We’re reducing the barrier for users to engage with that audio,” said Spotify Product Manager Joe Donenfeld.

Because most users are listening to podcasts while they’re doing other things like working, driving or exercising, they’re not likely to interact with an ad at the moment of initial impression. CTA Cards allow users to interact with ads at times that are convenient for them, Donenfeld said, when they have the time to actually click the ad and complete a transaction.

What are the results so far? Spotify is seeing two times more site visits associated with its clickable CTA Cards compared to non-clickable audio ads, Donenfeld said.

对谈VAB CEO，探寻尼尔森

Nielsen didn’t have a contingency plan for being unable to service its panel during the pandemic. In some ways, that’s understandable. Most companies weren’t ready for COVID-19.

The problem was how Nielsen acted after its undercounting came to light, says Sean Cunningham, president and CEO of the Video Advertising Bureau (VAB), a trade organization that represents TV networks and the advertising firms that serve them.

In some ways, the fallout was less about the crime and more about the “cover-up,” Cunningham says on this week’s episode of AdExchanger Talks.

Last year, the VAB released a review of Nielsen’s reporting, which claimed Nielsen had undercounted TV viewership for the month of February 2021 – smack dab in the middle of the pandemic – by up to 6%.

“We came out with airtight proof that the panel was broken,” Cunningham says, noting that, although Nielsen’s panel membership had been shrinking for some time without being replaced, Nielsen didn’t disclose that information to broadcasters and advertisers without the extra push.