通过将马拉松解构为“千万次的接力”，品牌巧妙地将自身定位从“补给提供者”升级为“成长陪伴者”。这种策略不仅贴合京东健康“全链路健康管理”的业务属性，更在情感层面构建了“用户-品牌-场景”的强关联。

四、趋势洞察

全球跨境支付市场呈持续增长态势，零售跨境支付发展强劲

亿欧智库发布的《2025跨境支付全球市场洞察报告》显示，全球跨境支付市场呈持续增长态势，2024年交易流量总额达194.6万亿美元，预计到2032年将达320万亿美元，其中零售跨境支付发展强劲。在结构模式上，B2B占主流，大型企业是规模核心，B2C增速迅猛。从需求端来看，B端贸易进出口总额稳定增长，C端跨境游与留学需求在疫情后恢复，推动了跨境支付需求的增长。技术层面，区块链、云计算、大数据及数字货币等技术的发展，正重塑跨境结算体系，提升支付效率与安全性，定制化、场景化服务成为趋势。中国跨境支付市场中，人民币支付规模连年增加，2025年2月在全球支付货币排名中位居第四，人民币跨境支付系统（CIPS）不断优化完善，业务量和金额大幅增长。跨境电商也成为新驱动力，我国跨境电商贸易规模5年增长超10倍，带动了跨境支付的需求。全球不同区域的跨境支付市场各有特点，成熟市场如北美、欧洲，电商支付和POS支付各有偏好且结构相对稳定；新兴市场中，中东与中国贸易往来密切，电子支付加速发展；非洲传统金融基础设施薄弱，但数字支付需求高；东南亚二维码支付普及，超级应用趋势显现。未来，跨境支付将朝着实时支付、交互操作性提升、AI赋能的方向发展，同时行业融资和监管环境也将发生变化，如公共市场进出更频繁、政策制定者加强监管、交换费面临审查等。

Shopify报告：首次购买者一年内增长17%

4月3日消息，Shopify推出《电子商务增长指南》报告，报告显示，移动商务增长显著，自2022年以来，移动设备购买量增长44%，2023-2024年购买价值增长20%，手机巩固了数字购物主导渠道地位。用户增长方面，首次购买者一年内增长17%，重复购买者过去两年增长59%。行业层面，时尚和配饰、健康和美容、家居和花园是全球订单量最高类别。渠道上，联盟营销崛起，从平均订单价值看，其表现优于电子邮件和展示等传统渠道。

五、海外营销

Perplexity：将其AI搜索引擎带出购物之旅

Perplexity AI is zagging toward advertising and commerce applications.In December, Perplexity hired Taz Patel, co-founder and CRO of influencer marketing platform Captiv8, to lead its advertising business. (Fun fact: Patel also has ad tech chops. Back in 2013, he was a sales leader in charge of business development at Sizmek.)

Now, just a few months into his new job at Perplexity, shopping has been added to his purview.

“Over the past few months, we started noticing many of our advertisers are merchants themselves,” Patel told AdExchanger.

Which led Perplexity to a partnership last week with firmly.ai, a startup that connects generative AI platforms with online product sellers or retailers to create back-end click-to-cart integrations and ensure up-to-date products and descriptions appear in query responses.

Perplexity is developing what it refers to as different “answer modes,” according to Patel.To respond to a shopping-related question, Perplexity must serve up prices from around the web, as well as rich media, including special cards that display product information.

Perplexity also offers its merchants more control than they typically get on other platforms. For example, a product search followed by an add-to-cart on Amazon may generate a sale, but that customer belongs to Amazon. In the setup with firmly, merchants retain the data and the direct customer relationship.

少即是多：为什么排除受众会带来更强大的广告活动

Advertisers and their agency partners are well-versed in assembling audiences based on who they want to reach. Yet effective audience composition isn’t simply about deciding who is ideal; it’s also about determining who should be excluded.

Audience suppression is a superpower that many advertisers don’t realize they have. When used effectively, it can be the difference between a good campaign and a fantastic one. It may also be the missing link between annoying a consumer and building a lasting relationship.

There are three main reasons to get serious about suppression: compliance, partnerships and performance. While compliance is table stakes, partnership and performance-driven suppression strategies can truly drive results.