Nestlé takes you into the world of painting; Mixue Bingcheng pre -disclosed A shares prospectus; Li Ning opened the "Dream -by -Dream" airport show | Marketing Weekly

2022 Week 38 Marketing Weekly

Reading in this article is expected to take 8 minutes

Nestlé takes you into the world of painting

The advertisement promotes Nestle's yogurt brand La Laitière, which has been using the image inspired by this painting in its marketing for decades. "Milk Women" depicts a dairy female worker who is preparing for food for La Laitière. This masterpiece spanned for centuries ... Until the end of the 1990s, it became the symbolic symbol of the French's favorite Nestle yogurt and dessert brand La Laitière.

The Paris Ogilvy Company, which is responsible for the production of the advertisement, uses AI to depict various audiences in the expansion scene. They leaned over to watch the woman in the painting of Verme's "Milk Women" pour milk. This scene aims to reflect the brand's new slogan "C'est Si Bon de Prendre Le Temps", which means "spending pleasure."

Quick hand, please don't beautify Alzheimer's disease again

September 21 is the World Alzheimer's Disease Day. Kuaishou and Kuaishou Tian Bin jointly launch activities, please do not beautify Alzheimer's disease, conduct a street experiment, take photos that will disappear for passers -by, and show the public to the public. The cruel truth behind Ziheimer's disease.

Xi'an photographer Tian Bin came to the streets of Qingdao to take a photo for passers -by of different ages such as young couples, grandparents, and novice parents. This photo printed with special crafts will gradually disappear over time. This experiment that witnessed memory disappear made people really appreciate the cruelty of the patient who forgot the good memory but powerless, and pulled more people into the topic discussion of Alzheimer's disease. In addition to street experiments, the video also brings together a variety of perspectives such as doctors' science popularization and user experience, allowing people to further recognize the pain caused by the disease, instead of staying in the filter of the film and television drama to the disease.

Langqin watch with a bookstore for fixing 190 pages of time

This year is the birthday of the 190th anniversary of the Langqin Table. The 190 -time limited -time bookstore created by Langqin Watch in Shanghai has officially opened to the public recently. The event will continue until October 10th. With the five major cultural movements as the background, 190 artistic design books of different periods are displayed, and the design style history of the brand continuously evolved in the time of the brand has also been connected. Coffee and peripheral products allow the audience to feel the rationality and romance of time in the space between gold and blue. Li Ning opens 2022 Dream -by Airport Show

From the boasting father to the sky day by day, the Chinese's longing for the sky never stopped. Recently, Li Ning opened a new chapter in the trilogy of life, moved the show into the airport with the theme of dream -by -dream behavior, and opened the official live broadcast room of multiple platforms to invite consumers to witness the power of dreaming.

Li Ning joined for 7 emerging designers to integrate the flight elements into the design. With the three themes of Royal Wind Flying, God Gong Tianshu, and Yuxing Feitian, they jointly interpreted their awareness of dreaming. In addition, Li Ning and the spokesperson Hua Chenyu filmed a advertising film to tell the dream story of basketball players, clothing designers, kite inheritors and flying students, and conveyed all the possible brand spirit. At the same time, Li Ning opened the Tmall Super Brand Day on September 23, and officially released the same new product.

Nailing for employees to adversely assess the boss

Recently, Nailing launched a reverse assessment creative video, allowing grass -roots employees to conduct performance assessment to the boss in reverse. To become a good boss need to spend money on money, will it spend data? Whether it is right, will people use the four major thresholds? Through the four companies proposed by the employees to the boss's operation pain points, the nails are ingeniously brought out the software out of the software. Talent inventory, project management, and help boss's functional selling points for people to manage people's money. Fairness and respect are the key to retaining talents, and efficient management and office tools are the prerequisite for achieving fairness and respect.

/>

Mixue Bingcheng pre -disclosed A shares prospectus,

I plan to log in to the main board of the Shenzhen Stock Exchange

According to the official website of the China Securities Regulatory Commission, the A -share listing application of Mixue Bingcheng Co., Ltd. has been accepted and officially disclosed the prospectus, which plans to log in to the main board of the Shenzhen Stock Exchange. The prospectus shows that the operating income of Mixue Bingcheng in 2020 and 2021 was 4.680 billion yuan and 10.351 billion yuan, respectively, an increase of 82.38%and 121.18%over the same period last year. As of the end of March 2022, the number of stores in Mixue Bingcheng Company had a total of 22,276 stores. According to statistics from narrow door meals, the number of stores ranked first in the domestic tea industry. WPP acquisition of leading communication agencies Jeffrey Group

The Jeffrey Group will join the international network of Weida PR and will create the largest global communication agency in Latin America, which will double the business volume of Weida PR in the region. Jeffrey Group is headquartered in Miami. It has 330 employees in Mexico, Brazil, Rio de Janeiro, St. Paul and Buenos Aires. It has been an important force in Latin America for nearly thirty years.

Wagas sells 60%equity

On September 20, Anhong Capital, a private equity investment fund, announced the acquisition of 60%of the Chinese light food chain brand Wagas. After the acquisition, the founder of Wagas will continue to manage the daily work of the group. Anhong Capital was founded in 1984 and headquartered in Boston, USA. In recent years, he has invested in brands such as Dreams and Lululemon. Wagas was founded in Shanghai in 1999 by Danish John Christensen, mainly selling light food. Wagas has about 250 stores in China, and its own brands such as Wagas, Baker and Spice, Funk Kale, and Lokal. In December 2021, the "new element" of the light -food restaurant brand founded in 2002 announced bankruptcy. Wagas took the rumors of "selling body" frequently after the epidemic, but also frequently rumored after the epidemic.

Meituan taxi access Tencent travel

Cooperation in Shanghai, Hangzhou and other cities

Meituan takes a taxi to officially access Tencent's travel service platform in Shanghai. At present, Shanghai users can see that the two types of models of Economy and preferred models can choose Meituan taxi. Earlier, the two sides have begun cooperation in cities such as Hangzhou, Zhengzhou, Chongqing. This is another important action since Tencent's launch of the aggregate platform taxi mode. The two parties will carry out new explorations in combination with their own users and capacity advantages in the field of online car travel. Shanghai citizens can select Merk Group Taxi services provided by Meituan taxi through Meituan APP, Meituan taxi app, Meituan Mini Program, and Tencent travel services.

French luxury brand Chanel

Has officially became a British company

Chanel issued a statement announced that the reorganization of the architecture reorganization that the group had opened after the former CEO Maureen Chiquet's departure in January 2016 has been completed. It is currently owned by LITOR, the holding company of the Wertheimer family, and the main departments, including operations and finance, moved from Paris. To London to improve operating efficiency. However, Chanel emphasized that it is still a brand that originated in France. At present, the brand has stores in 110 countries around the world, and has large offices in New York, Paris, Hong Kong, Geneva, Shanghai and Tokyo.

Wang Yibo Moncler's global spokesperson

Moncler announced that Wang Yibo was the global spokesperson for the brand and released the Moncler 2022 autumn and winter series.

Ton -ton bottledJoy official announcement Wang Yibo is a global spokesperson

The pioneer of the tons of tons buckets, the tons of bottled Joy official announced by Wang Yibo, became a brand global spokesperson, and joined hands to bring official videos.

Boshimaguan Xuangu Ai Ling became a brand spokesperson

Recently, Bosidin Xuangu Ai Ling has become a brand spokesperson. The two will use professional strength and insistence on innovation to redefine thin and light down jackets to bring users more diverse, warm, and more fashionable dressing options.

Tang Wei became the spokesperson for Lola Rose brand

Lola Rose Rose Officer Xuan Tang Wei is a brand spokesperson and launched a new commercial.

Camel officials announced the new brand spokesperson Ding Zhen

Camel Camel official Xuan Ding really became a new brand spokesperson. For natural exploration, it always maintains its original intention. In the future, they will jointly follow wild youths to go to the natural appropriate world.

Pico official announcement multiple spokespersons

On September 23, Pico released a new brand TVC, which officially announced that the musician Dou Jingtong and the famous table ping -pong star Sun Yingsha served as Pico 4 spokesperson, and the popular digital blogger He was the PICO 4 experiencer.

Three squirrels responded to the "fried geckon" incident: the foreign body could not occur in the product, and it had called the police to the public security department

A few days ago, some consumers reported that the "fried gecko" in the variety of peanuts purchased. In this regard, the three squirrels responded through Weibo on the evening of September 19 and September 20. In the latest response, the three squirrels said that they had contacted consumers to verify the purchase and consumption of the product for the first time, and conducted nuclear inspections on the production process of the product. At the same time, the product safety monitoring process was checked. This foreign body cannot appear in this product. On September 19, the company had reported the police to the public security department and took the initiative to cooperate with the market supervision department to investigate. Yang Zi complained that La Xiabeel's company was compensated 250,000

The Tianyancha APP shows that recently, Yang Zi and Shanghai Youyou Clothing Co., Ltd.'s network infringement liability disputes have been released.

The document shows that the plaintiff Yang Zi said that after the end of the "PUELLA" brand image spokesperson for the defendant's sales and operation, the defendant still used its portrait pictures for advertising The spokesperson for the product promoted, disrupting the rules of business endorsements, and infringing Yang Zi's right to portrait and reputation. The court tried that the defendant did not use Yang Zi's consent to use his portrait in his online store, which easily made others mistakenly believe that Yang Zi agreed to the defendant's use of his portrait for business endorsements to form an infringement of Yang Zi's portrait rights. The defendant's behavior did not cause Yang Zi's social evaluation to decrease and did not constitute the right to infringement. In the end, the court ruled that the defendant immediately deleted the portrait of Yang Zi in the shop, publicly apologized and compensated Yang Zi 250,000 yuan.

Guo Bei Shuang's expired raw material was investigated by the case for investigation

Following the controversy of the Red Bull trademark, another brand of Binbin Group fell into a vortex of public opinion. A former employee of Bai Shixin, a subsidiary of Huibin Group, broke the news that Bai Shixin produced an expired main agent and expired packaging material for the use of fruit Bei Shuang children's beverages. Relevant staff of the Huairou District Market Supervision and Administration Bureau of Beijing stated that complaints about expired main agents are investigating and obtaining evidence. At present, the layout of the Fast Condition in the fast -moving consumer is mainly Chinese Red Bulls, Guo Bei Shuang, Wecoco, VOSS, and War Horse. Among them, the Chinese Red Bull, which accounts for over 90%, fell into a trademark dispute and was unreasonable. It is reported that the cooperation between the Binbin Group and the German Guomei did not renew the contract. If the Red Bull and Guo Bei are losing, the fast -moving landscape of the Binbin Group can be described as a consecutive blow.

The sanitary napkin brand infringed Zhao Liying apologize

Tianyancha APP shows that recently, a new court announced by Fujian Joyou Biotechnology Co., Ltd. The content shows that Ji Youpin Biotechnology Company stated that it used the "U-EEC" brand sanitary napkin product outer packaging unauthorized use of Zhao Liying's portrait pictures without authorization. He apologized and clarified that the company and Zhao Liying did not have any commercial cooperation. They had destroyed the product outsourced packaging and apologized to Zhao Liying.

Quickly releases agricultural product consumption trend reports: Linyi, Beijing, and Hangzhou have become "the city of agricultural products with goods"

Kuaishou recently released the "China Farmers' Harvest Festival Fast Agricultural Product Consumption Trends Report in 2022". Among them, Linyi, Beijing, and Hangzhou have become "cities of agricultural products with goods". New consumption trends such as flowers and other agricultural products have attracted attention. Relevant person in charge of Kuaishou said that Kuaishou has officially launched the 2022 Happy Village Leader Program. In the next 3 years, it will invest hundreds of millions of traffic resources in the next three years. Short video+live broadcast rural talent training.

Twitter e -commerce latest insight, cross -border e -commerce decisive battle Q4 shopping season

At the China E -Commerce Conference, which came to the beginning of September, China's cross -border e -commerce companies once again submitted a "bright answer sheet". According to customs statistics, the total import and export of cross -border e -commerce in 2021 reached 1.92 trillion yuan, an increase of 18.6%year -on -year. With the slowdown of China's foreign trade growth, Chinese brands deeply cultivated in the cross -border e -commerce industry still showed that Very strong.

TIKTOK for Business United Deloitte China releases sea e -commerce marketing white paper to analyze the growth of e -commerce brands

On September 23, TIKTOK for Business and the world -renowned consulting company Deloitte China launched the "Create Innovation Business Model, which stimulated global e -commerce growth: 2022 Tiktok for Business Outside Marketing White Paper" (hereinafter referred to as White Paper). The white paper is based on the consumer survey of 2022 Deqin China in the 20 key e -commerce markets in the world, and a deep interview with many Chinese cross -border e -commerce companies, showing a new trend and challenge of the global e -commerce market. Enterprises provide clearer market insights. In response to the construction of brand power for e -commerce companies, put forward innovative Create business models to help e -commerce companies achieve innovative operations and long -term growth.

Knowing the "Observation Report of the 2022 Workplace": The search volume of related content in the workplace reaches 370 million

Knowing the "Observation Report of the 2022 Workplace". The report shows that as of August 2022, the number of related content in the workplace reached 17.69 million, an increase of 36%over the same period last year. Among the top ten cities, Beijing, Shanghai, and Guangzhou ranked in the top three, and Chengdu ranked fourth in Chengdu.

Honeycomb: In the past week, the "Eleven Go" search heat has risen by 90%of Malaysia Honeycomb Travel Play Data. In the past week, the search popularity of "Eleven Go" has risen by 90%. Under the influence of uncertain factors such as epidemics, the seven -day long vacation will be The local and surrounding "micro vacation" that is split into several days or two will still be the main theme of this year. It is expected that the proportion of local travel orders in holiday travel products will increase by 25%compared to the same period last year.

The heat of the summer vacation has just weakened, and a large number of new broadcasts and dramas are coming in September and October. At the end of the summer vacation, the popularity of "Cang Lan Jue" and "Menghua Record" is still continuing, and the newly launched "Invite King" and "Two People's Little Forest" and other dramas have quickly attracted attention.

According to the data report of Yien's industry, "this year's drama comprehensive summer file shows the characteristics of quality first and stable and progressive."

On September 20, YouTube announced that it will introduce advertisements on its video function SHORTS since 2023, and provide a larger share of advertising revenue for video creators. In the context of Tiktok's favored by young people, YouTube will strengthen the support of the producers.

"Xiao Ai classmate, let the sweeping robot start working."

Many young people nowadays after going home tiredly after going home, they have no spare no effort to clean the rooms, so they can replace real -life cleansing or saving smart cleaning appliances to become the "rescue" of young people.

Intelligent cleaning electrical appliances have the characteristics of liberating hands, saving time and effort, and "mobile Internet + intelligent" combination driver. In recent years, it has been popular with the market. Lazy economy, superimposed health needs, cleaning electrical appliances are wearing dual growth engine drivers. The "2021 Jingpin Home Appliance Trends Insight" released by Jingdong Home Appliances shows that due to the rise of young consumer groups and the outbreak of users' high -quality life needs, quality upgrades, healthy lives, "lazy" life, beauty, intelligent moxial electrical appliances It has become the mainstream trend of home appliance consumption.

- END -