鑽石舞台

整理 |Claire

01

品牌營銷

星巴克2022財年Q2中國市場淨收入下降14%，不改變年底在中國開店6000家的目標

星巴克發布了2022財年第二季度的財報。報告顯示，星巴克全球綜合淨收入增長15%至76億美元，為史上綜合淨收入最高的第二季度。第二季度淨新增門店313家，季末全球門店總數達34630家。至第二季度末，美國及中國門店占全球總數的61%，其中美國門店15544家，中國門店5654家。

但在中國市場，從去年第三季度起至今，約三分之一門店仍臨時關閉或僅提供專星送和啡快業務。大部分營業門店也需執行嚴格安全標準，對客流及運營產生影響。因此，中國市場淨收入下降14%。受同店交易量下降20%及平均客單價下降4%的影響，中國同店銷售額下降23%（含上年增值稅免稅約4%不利影響）。在2018年的中國投資者日上，星巴克發布了至2022年在中國開店6000家的願景。財報稱，儘管近年來受新冠疫情影響，星巴克仍然如約前行，並於第二季度淨新開門店97家。

百勝中國：一季度經調整淨利潤1.02億美元，同比下降56%

百勝中國在港交所披露季度財務業績：經調整淨利潤為1.02億美元，較去年同期的2.33億美元下降56%。第一季度，百勝中國系統銷售額較去年同期下降4%，其中肯德基和必勝客分別下降4%和1%，不計及外幣換算的影響。同店銷售額較去年同期下降8%，其中肯德基和必勝客分別下降9%和5%，不計及外幣換算的影響。下降的主要原因是疫情惡化導致同店銷售下降。

榮耀CEO趙明：全面啟動海外市場銷售

榮耀CEO趙明稱，2022年榮耀將全面啟動海外市場銷售，預計未來五年榮耀將不存在瓶頸期。趙明表示，榮耀現有員工12000人，研發人員占比在50%以上。榮耀會持續進行技術創新，研發投入占比會遠高於營銷投入占比。今年一季度，榮耀的利潤兌現率（出售時的業績承諾）、現金流兌現率都超過100%，經營性現金流非常好。

蘋果聘請福特資深高管，加大電動汽車開發力度

據彭博報道，蘋果公司已聘請到福特負責安全和車輛工程的資深高管，此舉意味着蘋果再次加大電動汽車的開發力度。知情人士透露，Desi Ujkashevic將負責蘋果的電動汽車計劃。據悉，Ujkashevic自1991年以工程師身份加入福特後，一直在福特任職，近期擔任汽車安全工程全球總監，此前她曾協助監督許多福特車型的內飾、外觀、底盤與電動零組件工程。

百果園擬上市

據港交所文件，深圳百果園實業（集團）股份有限公司向港交所提交上市申請書。

02

互聯網平台

貝殼擬赴港上市

貝殼宣布擬以介紹形式於港交所主板雙重主要上市。雙重主要上市意味着兩個市場均為主要上市地，即使在一個交易所摘牌也不影響在另一交易所的上市地位，更能保護股東利益，未來可能進入港股通。介紹形式不涉及新股融資，適合現金流充裕企業，截至2021年底，貝殼擁有現金及現金等價物、限制性現金和短期投資總計561億元。

馬斯克抨擊蘋果：App Store 的抽成就像對互聯網徵收了 30% 的稅

北京時間 5 月 4 日消息，針對蘋果公司的支付服務被歐盟提起反壟斷訴訟的報道，特斯拉 CEO 埃隆·馬斯克（ Elon Musk ）周二在 Twitter 上表示，蘋果 App Store 的抽成就像對互聯網徵收了 30% 的稅，這筆費用是本應該有的正常水平的 10 倍，肯定不行。

知情人士稱，馬斯克的前公司、美國支付服務提供商 PayPal 向歐盟委員會提出了對 Apple Pay 服務的擔憂，協助推動了歐盟委員會對蘋果及其 iPhone 支付系統提起正式反壟斷訴訟。

03

品牌案例

元氣森林 × 新華社共同詮釋「青年行 中國行」

五四青年節到來之際，元氣森林聯合新華社客戶端共同推出「青年行 中國行」混剪視頻，致敬每一位中國青年。其中出鏡的有元氣森林代言人徐夢桃、谷愛凌、蘇翊鳴。

安熱沙 × 娜扎拯救 emo 肌

資生堂旗下專業防曬品牌 ANESSA 安熱沙，攜手品牌代言人娜扎帶來專為敏感肌打造的防曬新品——安熱沙粉金瓶，讓 emo 肌也能全天安心曬

營銷趨勢

2022年「五一」假期國內旅遊出遊1.6億人次，國內旅遊收入646.8億元

2022年「五一」假期，文化和旅遊市場平穩有序，「微旅遊」「微度假」成為主流，「雲展演」「雲演藝」有聲有色。經文化和旅遊部數據中心測算，2022年「五一」假期5天，全國國內旅遊出遊1.6億人次，同比減少30.2%，按可比口徑恢復至疫情前同期的66.8%；實現國內旅遊收入646.8億元，同比減少42.9%，恢復至疫情前同期的44.0%。

05

海外營銷

從二維碼到語音重定位，對效果的追求越來越高

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.

對談VABCEO，探尋尼爾森

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 claimedNielsen had undercounted TV viewershipfor 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.

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