这正是impact.com的实践极具行业观察价值的原因。 作为全球合作伙伴营销的基础设施提供商，impact.com处于品牌、创作者、媒体与代理机构的交叉路口，其视角能够穿透不同地域与业务模型，透视增长 趋势的质变。在其最新发布的《全球合作伙伴营销洞察报告》（下载链接： https://app.jingsocial.com/mF/commonLandingPage/CTA/0846cb7d913642d19c97645af5631686?pushId=SMnrR82uygJeKmofuJpg6j1）中，impact.com试图拆解 一个攸关出海企业未来三年的命题： 当消费者的决策重心移交给第三方，出海增长的逻辑如何重构？ 曾经，几乎所有出海团队都曾笃定地认为，自己已掌握了增长的底层逻辑。 在这个逻辑里，广告投放是唯一的超级杠杆。资源被极致地倾斜至买量与优化端：模型拆解精细至极，投放节奏按分钟博弈，ROI被奉为衡量生存的唯一 刻度。在很长一段时间里，预算的追加与策略的微调总能换回漂亮的数据反馈，这进一步固化了行业的路径依赖：增长，似乎等同于精准的流量套利。 然而近几年，共识开始崩塌。 企业发现，同样的预算已无法 ...

Overview of the Article - The article discusses the "2025 Outbound Alliance Marketing White Paper," which explores the current state, pain points, strategies, and trends in alliance marketing for outbound brands. It emphasizes the importance of localization and collaboration with partners to enhance brand recognition and sales in foreign markets [1][2]. Group 1: Alliance Marketing Overview - Alliance marketing is gaining attention in the wave of brand globalization, leveraging partnerships to reach consumers through diverse channels, enhancing localization and sales [1][7]. - The global alliance marketing scale has been growing, driven by the rise of independent sites and the decline of traditional advertising, with key application areas including apparel, outdoor sports, and health [1][12]. Group 2: Pain Points in Outbound Brand Marketing - Outbound brands face challenges such as diverse sources of alliance partners and complex channels, leading to difficulties in marketing effectiveness attribution [1][2]. - There is a lack of understanding of alliance marketing and a shortage of professionals, complicating partner relationship management and affecting marketing efficiency [1][2]. Group 3: Strategic Execution of Partner Marketing - Brands need to clarify their marketing strategies and avoid misconceptions, focusing on clear positioning and long-term planning [2]. - The execution process requires finding professional talent, selecting appropriate platforms and channels, and typically takes 3 to 6 months to show results [2]. Group 4: Measurement and Strategy for Long-Tail Value - Different billing strategies should be adopted at various marketing stages, with mature companies requiring higher data granularity [2]. - Brands should focus on optimizing various data points such as AOV and ROAS, while AI can assist in material creation and fraud prevention [2]. Group 5: Future Trends in Partner Marketing - Partner marketing is expected to play a larger role in outbound brands, with influencer marketing becoming more prominent and partner types diversifying [2][12]. - The efficiency of integrated platform management will improve, and AI will play a more significant role in driving industry development [2][12]. Group 6: Growth Drivers of Alliance Marketing - Key drivers for the growth of alliance marketing include the rise of independent sites and the decline of traditional advertising effectiveness [12]. - Over the past three years, there has been a significant increase in the search interest for alliance marketing, with a 300% growth in Google search trends [12]. Group 7: Key Categories for Alliance Marketing - The main categories utilizing alliance marketing include apparel, outdoor sports, and health, with rapid penetration in software applications and toys [14][17]. - The effectiveness of alliance marketing is particularly strong in high-value niche categories, such as electric skateboards, which rely heavily on promotional marketing [16]. Group 8: Emergence and Trends of Partner Marketing - Partner marketing expands the boundaries of alliance marketing by integrating various types of partners, including social media influencers and strategic B2B partners [18]. - This approach enhances brand trust and reduces the barriers for target audiences to learn about new brands, emphasizing the importance of long-tail, collaborative, and performance-driven strategies [18].