联盟营销的本质是基于奖励机制的效果营销。商家提供佣金，让合作伙伴（联盟客）直接推荐产品，仅在实际 销售发生后支付佣金。这种"按成交付费"（CPS）的模式，与传统广告投放有着根本区别。 研究机构Forrester统计显示，美国81%的品牌主在使用联盟营销，同时，联盟营销贡献了美国16%的电商交易 额。 EMARKETER报告预计，2024年美国联盟营销行业的支出将首次突破100亿美元，为美国电商创造了3072.7亿美 元的交易额。 在美国，81%的品牌主正在使用联盟营销，它贡献了电商交易额的16%，背后是一个价值超过3000亿美元的隐 秘市场。关税战愈演愈烈、海外流量成本高企、电商平台合规要求提升……在这些市场变化下，跨境品牌纷纷 寻找新的增长渠道。联盟营销——这一在美国成熟却在国内少被讨论的营销方式，正成为头部出海品牌关注的 焦点。 一、联盟营销：出海品牌的新增长密码 二、主要模式：找到适合品牌的联盟营销玩法 1. 基于合作伙伴类型的模式 联盟营销的生态核心是各类联盟客，主要包括： ● 垂直内容网站：早期垂直论坛（母婴/摄影/户外/电子）、比价导购网站（Rakuten、TopCashback、Skimlink ...

东京烘焙职业人原创《中国烘焙匠人店》系列已开启。来 # 听创始人说，说他们精彩的创业故事。 我们希望能够从创始人、主理人的经历中，去记录、去观察、去思考开店这件不容易的事情，我们 相信，这是一种值得探索的事。 【独家采访 · 第 197 家】 在苏州十全街，一家欧式装修的面包店门口常年排着队，年轻、时尚，活力四射，如果不是墙面上 大大的写着：SINCE 1922，绝对没有人能把这家店与"传统"连在一起。 这家名为 「嘿啰面包」 的店，从一段民国的面包叫卖声穿越百年，被一位爱刷小红书的 主理人橙 橙 ，做成了苏州年轻人追捧的"新时代"面包店。 "嘿啰面包"四个字背后，藏着一个跨越世纪的家族故事。 橙橙的家人祖辈，曾在苏州最早的广州食品厂工作。这家成立于1922年的食品厂，在观前街一带颇 有盛名。 "当时厂里最出名的面包就叫嘿啰面包。"橙橙解释道，"卖面包的人背着一个篓子，沿街叫卖'嘿啰~ 面包'。" 这句充满年代感的叫卖声，成为品牌名的来源。 2023年，橙橙决定将这个家族记忆重新激活。为了证明品牌历史的真实性，她翻出了爷爷的退休 证、老照片、工作围裙等物件，甚至找到了苏州地方志上的相关记载。 "很多人以为我们 ...

Core Viewpoint - MediaOn Group plans to raise up to $20 million through an initial public offering (IPO) with a proposed share price of $4 to $6, aiming for a market valuation of $110 million [1] Company Overview - MediaOn Group is a digital marketing and advertising solutions provider based in Hong Kong, established in 2011 [1] - The company operates in three main segments: marketing campaigns, media rebates, and media placements [1] - MediaOn has completed over 3,000 marketing campaigns across various industries, including finance, retail, and technology [1] Financial Information - The company aims to issue 3.9 million shares, with 49% being a secondary offering [1] - For the 12 months ending March 31, 2025, MediaOn expects to achieve revenue of $2 million [1] Business Model - MediaOn utilizes proprietary platforms WeShare.hk and Sodainsight to provide influencer marketing, social media sentiment monitoring, and interactive digital solutions, generating media rebates of 5% to 30% of qualified advertising expenditures [1] - The company also offers large-scale event production services through joint ventures for brands, public relations agencies, and third-party marketing firms [1] IPO Details - MediaOn filed a confidential registration statement for its IPO on May 12, 2025, intending to list on the NASDAQ under the ticker symbol "MEON" [1] - Joseph Stone Capital is the sole book-running manager for this transaction [1]

Core Insights - Gamma achieved a remarkable growth from 0 to 50 million USD ARR in just two years, with the founder Grant Lee sharing that the cost of this experience exceeded 5 million USD [1][2] Growth Strategies - The company employed four strategies for growth, with the initial 10 million USD ARR primarily driven by word-of-mouth and organic content, while the subsequent growth to 50 million USD ARR saw over 50% still coming from word-of-mouth, complemented by influencer marketing, partnerships, and referrals [2][3] Influencer Marketing - Influencer marketing was identified as a key growth lever, with 90% of Gamma's reach coming from less than 10% of viral content. The strategy involves extensive collaboration with influencers and testing various content formats to identify effective ones [4][5] - A budget of 10,000 to 20,000 USD per month for at least six months is recommended to work with multiple smaller influencers and test various concepts [5][6] Brand and Creative Development - Establishing a strong brand and creative foundation is crucial before scaling ad spend. Gamma underwent an expensive brand overhaul to ensure a compelling brand identity, emphasizing the importance of testing numerous creative ideas [10][11] User Testing - User testing of prototypes before launch is essential to avoid misdirection in product development. Gamma's team, with a background in experimentation, conducted extensive user tests to validate assumptions and identify potential blind spots early [11][12] Dogfooding - The practice of "dogfooding," or using one's own product, is emphasized as a rigorous test to ensure the product is significantly better than existing solutions. This approach helps identify weaknesses and validate the product's value proposition [13][15][16]

Group 1: Core Insights - The report titled "2025 European Influencer Marketing Ecosystem Report" is generated by NoxInfluencer based on a database of over 100 million influencers, covering 252+ countries and regions in Europe, focusing on platforms like YouTube, Instagram, and TikTok [1][5][9] - In 2023, the European social e-commerce GMV reached $26.7 billion, with expectations to double by 2028, indicating a strong growth trajectory in the influencer marketing sector [1][23] - TikTok leads in influencer marketing, particularly in the UK, while YouTube and Instagram also play significant roles, with a notable preference for collaboration with micro-influencers due to their strong fan engagement and lower costs [1][12][30] Group 2: Social Media Landscape - YouTube has over 300 million monthly active users in Europe, with Germany, the UK, and France being core markets, while Instagram is projected to have 159.1 million monthly active users in the EU by 2025 [1][18] - TikTok users spend an average of over 35 minutes daily on the platform, with a significant demographic of young women making up 62% of its user base, highlighting its potential for brand engagement [1][18][20] - The report identifies a trend of social and commercial integration across platforms, with users showing significant regional differences and a strong emphasis on privacy and autonomy [1][20][21] Group 3: Influencer Distribution and Types - The distribution of influencers in Europe shows a "pyramid" structure, with a majority being micro-influencers, while TikTok is more inclined towards mid-tier influencers, and YouTube has a smaller base of micro-influencers [1][30][34] - Popular influencer categories include automotive, consumer electronics, beauty and cosmetics, and food and beverages, indicating a strong correlation with everyday consumer needs [1][28][34] - The report highlights that the UK leads in TikTok influencer numbers, while Germany and France follow in YouTube, and Italy leads on Instagram, showcasing the regional strengths of different platforms [1][25][26] Group 4: TikTok Shop Insights - TikTok Shop in the UK favors beauty care, women's clothing, and portable products, while Germany has a diverse range of product categories, and France shows a strong preference for fashion and beauty items [1][14][16] - In Spain, health products and car accessories are popular, while Italy focuses on affordable snacks and innovative digital products, indicating varied consumer preferences across regions [1][14][16] - The report emphasizes the importance of local and international brands in TikTok Shop, reflecting the platform's growing influence in the e-commerce space [1][14][16]

Core Insights - The report highlights the global influencer marketing trends in the food and beverage industry for 2025, showcasing a multi-platform and multi-regional development landscape with distinct characteristics in marketing models and market performance. Group 1: Influencer Scale and Distribution - Over 5.9 million food and beverage influencers are present across Instagram, TikTok, and YouTube, with Instagram leading at 3.07 million, followed by TikTok with 1.82 million, and YouTube having relatively fewer influencers [11][12]. - North America is the primary region for food and beverage influencers, followed by Europe, Southeast Asia, and the Asia-Pacific region, with Instagram hosting over half of the influencers [13][14]. - KOC (Key Opinion Consumer) influencers with around 10,000 followers are the main growth drivers, significantly outpacing mid-tier and top-tier influencers [16]. Group 2: Industry Trends - TikTok's sales performance is notably strong, with a monthly GMV exceeding $30 million in the U.S. for Q1 2025, ranking it among the top eight industries [22]. - Seasonal marketing events have significantly boosted sales, particularly in Vietnam and Thailand during the New Year and in the U.S. during Christmas [24]. - Snack and beverage categories are the top-selling segments, especially in the U.S. and Southeast Asian markets [29]. Group 3: Brand Marketing Trends - Three key trends in brand marketing include focusing on TikTok for deep collaborations with well-known KOLs (Key Opinion Leaders) and expanding reach through KOCs, emphasizing food-related KOLs while also collaborating with lifestyle influencers [34][35]. - Successful case studies include Haidilao collaborating with over 5,000 influencers, achieving 577 million exposures, and Samyang Foods focusing on YouTube for significant engagement [2][34]. Group 4: Influencer Marketing Implementation - Effective influencer marketing requires building a professional team, utilizing tools for efficient matching, and monitoring results [3]. - Brands should leverage third-party platforms for precise KOL searches based on categories and styles, ensuring authenticity in follower counts [3].

Core Insights - The influencer marketing market in Thailand is experiencing significant growth, with a 46% increase in sales in the first half of 2025, particularly through the "Publisher Services" model [1] Group 1: Market Performance - The three leading sectors contributing to the revenue of Publisher Services, which accounted for 62.48% of total revenue, are: 1. Food and Beverage: 30.47% share with over 100 transactions, primarily driven by "instant purchase" options, including delivery and in-store visits [1] 2. Retail and Lifestyle: 19.84% share, attracting Gen Z and young professionals through "authentic experiences" [1] 3. Beauty and Health: 12.17% share, focusing on "real experience reviews" to build high trust [1] Group 2: Marketing Strategy - Influencer marketing is shifting from merely seeking "exposure" to driving "behavior," especially in the food, retail, and beauty sectors, enabling brands to efficiently convert interactions into sales through precise strategies and measurable systems [1]

Core Insights - Dentsu has partnered with NIL creator matching platform MOGL to connect clients like 7-Eleven, American Express, and T-Mobile with resources from approximately 30,000 college athlete creators across 1,100 universities in the U.S. [1] Group 1 - The collaboration aligns with the strong demand from brands for sports audiences [1] - It reflects the increasingly blurred lines between athletes, influencers, and sports stars [1] - Dentsu's Chief Investment and Activation Officer, Cara Lewis, emphasized that NIL creators represent an emerging sports force and can provide unique perspectives for brand marketing, distinct from established athletes [1]

Group 1 - The article discusses the challenges faced by the younger generation in China, particularly the 00s, who are increasingly hesitant to pursue entrepreneurship due to factors like educational devaluation, industry changes, and economic pressures [2][3] - It highlights the experiences of several young entrepreneurs who have successfully navigated these challenges, showcasing their journeys and the motivations behind their entrepreneurial pursuits [3][5][17] - The article emphasizes the importance of resilience and adaptability in the face of uncertainty, suggesting that these qualities are essential for success in today's rapidly changing job market [3][4][5] Group 2 - The stories of young entrepreneurs like Vincent, Tian Yihao, and Zhong Tai illustrate diverse paths to entrepreneurship, with each individual leveraging their unique skills and experiences to create successful ventures [17][27][37] - The article notes that many young entrepreneurs are driven by a desire to break free from traditional educational frameworks and pursue their passions, often leading to innovative business ideas [45][37] - It also points out the significance of community and networking in the entrepreneurial journey, as many of these individuals found support and inspiration through peer interactions and collaborative events like hackathons [12][49][50] Group 3 - The article provides insights into the evolving landscape of entrepreneurship in China, particularly among the youth, highlighting the increasing interest in technology-driven sectors such as AI and e-commerce [22][24][26] - It discusses the potential for growth in various industries, driven by young entrepreneurs who are willing to take risks and explore new business models [24][25][26] - The narrative suggests that the entrepreneurial spirit among the younger generation is not only about financial success but also about personal fulfillment and making a meaningful impact [43][45][51]

Core Viewpoint - BUTONG GROUP, a rising brand in the maternal and infant sector, is set to go public in Hong Kong, targeting new middle-class families with high-end baby products [1][2]. Financial Performance - The company reported revenues of RMB 507.2 million, RMB 852.1 million, and RMB 884.3 million for the years 2022, 2023, and the first nine months of 2024, respectively, with net profits of -RMB 21.2 million, RMB 27.2 million, and RMB 46.4 million [4][6]. - The gross profit margin improved from 47.7% in 2022 to 50.2% in 2023, but the pre-tax profit margin remained below 10% in the first three quarters of 2024 [5][6]. Marketing Strategy - The company has high marketing expenses, with sales and distribution costs amounting to RMB 1.89 billion, RMB 2.86 billion, and RMB 2.71 billion for 2022, 2023, and the first nine months of 2024, respectively, representing 37.2%, 33.5%, and 30.6% of total revenue [9][10]. - Over 70% of marketing expenses are allocated to promotional activities, leveraging platforms like Xiaohongshu and Douyin for brand visibility [9][10]. Product Offering - BUTONG GROUP focuses on high-ticket durable consumer goods, with average transaction values exceeding RMB 2,400, and the most expensive baby stroller priced over RMB 13,000 [7][9]. Investment and Valuation - The company has completed three rounds of financing since its establishment in 2019, with a valuation increase from RMB 300 million to RMB 2 billion within nine months [12][14]. - Major investors include Tiantu Investment, which has participated in all funding rounds, and other notable venture capital firms [13][16].