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DTC 品牌来说，难点不在找到达人，而在三件事：钱怎么付才和效果挂钩、效果怎么追踪、商业关系怎么披露。本文按这三件事展开，再列出内容授权要写清的条款。不覆盖：广告投放与达人筛选方法。",[516,517,518],"h2",{"id":518},"合作模式",[520,521,522,541],"table",{},[523,524,525],"thead",{},[526,527,528,532,535,538],"tr",{},[529,530,531],"th",{},"模式",[529,533,534],{},"品牌付出",[529,536,537],{},"达人得到",[529,539,540],{},"主要风险",[542,543,544,559,573,587,601,615],"tbody",{},[526,545,546,550,553,556],{},[547,548,549],"td",{},"寄样（gifting \u002F seeding）",[547,551,552],{},"商品与运费",[547,554,555],{},"免费商品，不要求必须发帖",[547,557,558],{},"发不发、怎么说都难以控制；免费商品本身就是需要披露的关联",[526,560,561,564,567,570],{},[547,562,563],{},"佣金（联盟）",[547,565,566],{},"每笔成交的分成",[547,568,569],{},"按链接或折扣码带来的销售分成",[547,571,572],{},"追踪口径决定付多少；码外流会多付",[526,574,575,578,581,584],{},[547,576,577],{},"固定费",[547,579,580],{},"一次性或按条内容付费",[547,582,583],{},"固定报酬，常附交付要求",[547,585,586],{},"效果与付费脱钩；需要在合同里写清交付物",[526,588,589,592,595,598],{},[547,590,591],{},"固定费加佣金",[547,593,594],{},"两者结合",[547,596,597],{},"保底加分成",[547,599,600],{},"合同更复杂",[526,602,603,606,609,612],{},[547,604,605],{},"联名款",[547,607,608],{},"共同设计、生产与分成",[547,610,611],{},"署名、分成或授权费",[547,613,614],{},"库存与授权风险，见下文",[526,616,617,620,623,626],{},[547,618,619],{},"内容授权",[547,621,622],{},"授权费",[547,624,625],{},"允许品牌把达人内容用于自有渠道或广告",[547,627,628],{},"授权范围与期限写不清会产生纠纷",[512,630,631],{},"以上是常见做法的整理，各模式的投入产出比没有可引用的公开数据。",[516,633,635],{"id":634},"追踪专属折扣码与链接","追踪：专属折扣码与链接",[520,637,638,651],{},[523,639,640],{},[526,641,642,645,648],{},[529,643,644],{},"方式",[529,646,647],{},"能回答",[529,649,650],{},"盲区",[542,652,653,664,681],{},[526,654,655,658,661],{},[547,656,657],{},"专属折扣码",[547,659,660],{},"用了这个码的订单有多少、金额多少",[547,662,663],{},"码外流到优惠券网站后，无法区分来源；看了内容但没用码的订单算不到",[526,665,666,675,678],{},[547,667,668,669,674],{},"专属链接（带 ",[670,671,673],"a",{"href":672},"\u002Fzh\u002Fterms\u002Furchin-tracking-module","UTM"," 或联盟参数）",[547,676,677],{},"点击、访问与在归因窗口内的成交",[547,679,680],{},"跨设备、超过窗口或先搜索品牌再下单时丢失",[526,682,683,686,689],{},[547,684,685],{},"抽样调研（如结账后问「从哪里知道我们」）",[547,687,688],{},"补充前两者看不到的影响",[547,690,691],{},"样本与回忆偏差",[512,693,694,695,699],{},"在 Shopify 中，折扣码可以设置总使用次数与每人限用一次，Discount codes 页写明可以用 Sales by discount 报表查看折扣码的使用情况；折扣配置见",[670,696,698],{"href":697},"\u002Fzh\u002Fshopify\u002Fshopify-discounts","折扣","。",[512,701,702,706],{},[703,704,705],"strong",{},"Shopify Collabs","（核验于 2026-10-10，帮助中心页面）：Collabs 是连接品牌与创作者的应用，品牌可以直接邀请创作者、接受申请，追踪联盟销售并发送礼物或折扣码；创作者可以通过联盟链接或折扣码赚取佣金。付款页写明：佣金默认有 30 天的持有期，可设为 1 到 90 天，持有期内取消或全额退款订单的佣金自动取消；自动付款按 Shopify 账单收取，每笔自动付款有 2.9% 的处理费，以美元处理。总览页写明使用该功能需要在隐私设置中开启 Shopify Network Intelligence，并提示 Collabs 目前不接受新创作者注册，已有合作的创作者仍可使用，品牌仍可直接邀请。页面未说明适用的套餐与地区，使用前在后台确认。",[512,708,709,710,714],{},"度量时，佣金、固定费、寄样成本与运费都计入获客成本，口径见 ",[670,711,713],{"href":712},"\u002Fzh\u002Fterms\u002Fcustomer-acquisition-cost","CAC","；只看折扣码订单会低估影响，只看曝光又无法判断成交，至少同时看码、链接与新客数。",[516,716,717],{"id":717},"披露要求",[719,720,721],"h3",{"id":721},"美国联邦",[512,723,724,728],{},[670,725,727],{"href":726},"\u002Fzh\u002Fregulations\u002Fus-endorsement-guides","美国背书与证言指南","（16 CFR Part 255）的要点：",[730,731,732,739,745,751],"ul",{},[733,734,735,738],"li",{},[703,736,737],{},"免费商品也要披露","：§ 255.5(a) 写明实质性关联包括提供免费或打折商品，无论是否要求以背书为回报；示例 7 中工具商送车床给木工达人，若相当一部分观众不知道是免费得到的，应披露。",[733,740,741,744],{},[703,742,743],{},"品牌有责任","：§ 255.1(d) 要求广告主向背书人说明不得误导、须披露关联，监测其合规，并采取纠正措施；示例 5 中达人超出个人体验宣称「治好湿疹」，达人与品牌都可能担责。",[733,746,747,750],{},[703,748,749],{},"披露要清楚显著","：§ 255.0(f) 要求社交媒体上的披露不可回避；示例 9 写明只放在个人主页、藏在「更多」后面、只依赖字小且一闪而过的平台标签都不算。",[733,752,753,756],{},[703,754,755],{},"员工问答的补充","（非约束性员工指引）：专属折扣码不一定能让人明白达人有报酬，拿不准时宁可披露；「Ad:」「#ad」「Sponsored」放在帖子开头可能有效；只说「谢谢某品牌」不够；平台自带的披露工具不一定足够，责任在达人与品牌。",[719,758,760],{"id":759},"meta-品牌内容政策","Meta 品牌内容政策",[512,762,763],{},"Meta Business Help Centre 的 Branded Content Policies 页（核验于 2026-10-10）把品牌内容定义为创作者或发布者因获得价值交换（如付款或免费礼物）而展示或受商业伙伴影响的内容；品牌内容只能使用品牌内容工具发布，创作者须在事先取得许可的情况下用该工具标记商业伙伴；同时仍须遵守适用法律，提供表明内容商业性质的必要披露。该页另列出不得以品牌内容推广的商品类别与需要限制受众的类别。",[512,765,766],{},"平台标签与法律披露是两件事：按 FTC 员工问答，平台工具不一定满足美国的披露要求。",[719,768,769],{"id":769},"欧盟",[512,771,772],{},"UCPD（Directive 2005\u002F29\u002FEC，2022-05-28 合并文本）Annex I 中两项与达人合作直接相关，属于在任何情况下都视为不公平的做法：",[730,774,775,781],{},[733,776,777,780],{},[703,778,779],{},"第 11 项","：在媒体中用编辑内容推广商品，商家为此付费，却没有在内容中或以消费者能清楚识别的图像或声音表明（软文）。",[733,782,783,786],{},[703,784,785],{},"第 22 项","：虚假声称或制造商家并非为其营业目的行事的印象，或虚假地把自己表现为消费者。",[512,788,789],{},"成员国对达人营销的专门立法未核验，需要合规确认。",[516,791,792],{"id":792},"内容授权与使用权",[512,794,795],{},"合同里至少写清以下几项（本库整理的清单，不构成法律意见，著作权与肖像权条款需要法务确认）：",[730,797,798,804,810,816,822,828,834],{},[733,799,800,803],{},[703,801,802],{},"使用范围","：品牌能否转发、用于官网商品页、邮件、付费广告或线下物料；能否剪辑、加字或配音。",[733,805,806,809],{},[703,807,808],{},"期限与地区","：授权多久，到期后已投放的广告与已发布的页面怎样处理。",[733,811,812,815],{},[703,813,814],{},"独家与竞品","：合作期间及之后多长时间不得为竞品做推广。",[733,817,818,821],{},[703,819,820],{},"披露义务","：达人须按适用规则披露，品牌提供披露措辞，并保留监测记录（对应 § 255.1(d)）。",[733,823,824,827],{},[703,825,826],{},"宣称边界","：达人只陈述自己的真实体验，不作品牌未提供依据的效果宣称；品牌提供可说与不可说的清单。",[733,829,830,833],{},[703,831,832],{},"持续有效","：§ 255.1(b)(c) 要求背书反映真实意见、背书人确为用户，品牌使用名人或专家背书时要有理由相信对方仍持该观点；商品改版后转发旧帖，要先与达人确认（§ 255.1 示例 1(ii)）。",[733,835,836,839],{},[703,837,838],{},"撤回与下架","：达人要求撤回或出现负面事件时的下架流程。",[512,841,842,843,699],{},"品牌把达人内容转发到自己账号时，§ 255.5 示例 3(iii) 写明，原帖没有披露或转发后披露不再清楚显著的，品牌应在转发中自行披露关系。顾客内容的授权与来源追溯另见 ",[670,844,846],{"href":845},"\u002Fzh\u002Fcontent-types\u002Fuser-generated-content","User-Generated Content",[516,848,849],{"id":849},"品牌联名",[512,851,852],{},"联名款把合作从「推广」推进到「共同出品」，除上述披露与授权外还要事先决定（通用做法，未经真实业务验证）：",[730,854,855,861,871,881],{},[733,856,857,860],{},[703,858,859],{},"名称与标识授权","：联名方的名称、肖像与商标在商品、包装与广告中怎样使用，授权期限多长。",[733,862,863,866,867,699],{},[703,864,865],{},"分成与成本","：按销售额分成还是固定授权费；首批生产成本与滞销库存由谁承担。滞销库存的处理见",[670,868,870],{"href":869},"\u002Fzh\u002Fcommerce\u002Fclearance-sales","清仓与滞销库存",[733,872,873,876,877,699],{},[703,874,875],{},"发售节奏","：联名款常配合限量或首发，库存与超卖准备见",[670,878,880],{"href":879},"\u002Fzh\u002Fcommerce\u002Fflash-sales","限时闪购",[733,882,883,886],{},[703,884,885],{},"退出条款","：一方声誉出问题时怎样停售与下架。",[516,888,889],{"id":889},"页面落点",[730,891,892,899,911,919],{},[733,893,894,898],{},[670,895,897],{"href":896},"\u002Fzh\u002Fshopify\u002Fpage\u002Fcampaign-landing","Campaign Landing","：达人专属落地页，承接达人专属链接带来的访客。主张写清这次合作提供什么、专属码的优惠、适用商品与期限，只保留一个主要行动。页面引用达人内容作为证据时，授权范围按上文「内容授权与使用权」，商业关系按上文「披露要求」。",[733,900,901,905,906,910],{},[670,902,904],{"href":903},"\u002Fzh\u002Fshopify\u002Fcollection\u002Fcampaign-collection-page","活动与编辑型集合页","：联名系列的商品范围。联名款按限量或首发方式发售时，单个商品由",[670,907,909],{"href":908},"\u002Fzh\u002Fshopify\u002Fproduct\u002Fproduct-drop-page","新品首发与限量发售商品页","承载。",[733,912,913,914,918],{},"购物车：专属码是否生效由",[670,915,917],{"href":916},"\u002Fzh\u002Fmodules\u002Fpromotion-redemption","促销兑现","反馈，已过期、已达使用次数等结果要单独说明。",[733,920,921],{},"合作结束：撤下或替代专属落地页与联名活动模块，专属码失效后页面不保留失效承诺；联名系列作为常规集合继续存在与否，按活动集合页配方「状态与退化」判断。",[516,923,924],{"id":924},"待继续完善",[730,926,927,930,933],{},[733,928,929],{},"欧盟成员国达人营销专门立法、英国 CMA 与 ASA 规则、TikTok 等平台的品牌内容政策未核验。",[733,931,932],{},"未核验第三方达人与联盟应用；Shopify Collabs 的适用套餐与地区未读到。",[733,934,935],{},"缺经真实合作验证的模式对比与合同样稿。",{"title":937,"searchDepth":938,"depth":938,"links":939},"",2,[940,941,942,948,949,950,951],{"id":518,"depth":938,"text":518},{"id":634,"depth":938,"text":635},{"id":717,"depth":938,"text":717,"children":943},[944,946,947],{"id":721,"depth":945,"text":721},3,{"id":759,"depth":945,"text":760},{"id":769,"depth":945,"text":769},{"id":792,"depth":938,"text":792},{"id":849,"depth":938,"text":849},{"id":889,"depth":938,"text":889},{"id":924,"depth":938,"text":924},"dtc",[],"current","说明 DTC 品牌与达人合作的几种模式（寄样、佣金、固定费、联名款）各自的成本与风险，怎样用专属折扣码与链接追踪效果，美国 FTC 背书指南、Meta 品牌内容政策与欧盟 UCPD 对商业合作披露的要求，以及内容授权与使用权要写清的条款。",[957],"acquisition-marketing","partial","md",[],[],true,[377],{},[],[],[968,969],"us","eu",[38,78,112,88,440,422,438,215,234,66],[972,973,974],"owner","advertising","content",{"title":502,"description":955},[977,978,979,980,981,982,983],"https:\u002F\u002Fwww.ecfr.gov\u002Fcurrent\u002Ftitle-16\u002Fchapter-I\u002Fsubchapter-B\u002Fpart-255","https:\u002F\u002Fwww.ftc.gov\u002Fbusiness-guidance\u002Fresources\u002Fftcs-endorsement-guides-what-people-are-asking","https:\u002F\u002Fwww.facebook.com\u002Fbusiness\u002Fhelp\u002F221149188908254","https:\u002F\u002Fpublications.europa.eu\u002Fresource\u002Fcellar\u002Fbf9a3433-702b-11ea-a07e-01aa75ed71a1","https:\u002F\u002Fhelp.shopify.com\u002Fen\u002Fmanual\u002Fpromoting-marketing\u002Fcollabs","https:\u002F\u002Fhelp.shopify.com\u002Fen\u002Fmanual\u002Fpromoting-marketing\u002Fcollabs\u002Fmerchants\u002Fpayments","https:\u002F\u002Fhelp.shopify.com\u002Fen\u002Fmanual\u002Fdiscounts\u002Fdiscount-methods\u002Fdiscount-codes",[985,986],"discover","evaluate","published","commerce\u002Finfluencer-collaborations",[990,991,992,849,993,657,994,619],"达人合作","KOL","Influencer","联盟营销","披露",[],[997],"shopify","2026-10-10",[],"2026-10-10 经 eCFR 读取 16 CFR Part 255 全文；读取 FTC 员工问答页 FTC's Endorsement Guides: What People Are Asking 中关于专属折扣码、联盟链接、披露措辞与平台披露工具的问答；在浏览器中读取 Meta Business Help Centre 的 Branded Content Policies 页；经欧盟出版局读取 UCPD 2022-05-28 合并文本 Annex I 第 11、22 项；读取 Shopify 帮助中心的 Shopify Collabs 总览页、Collabs 商家付款页与 Discount codes 页。合作模式对比、合同条款清单与联名款的经营要点是本库整理的通用做法，没有官方来源，未经真实业务验证；欧盟成员国（如法国）的达人营销专门立法、英国 CMA 与 ASA 规则、TikTok 等平台政策均未核验；著作权与肖像权条款未核验。合规部分只转述官方文本，不构成法律意见，需要法务或合规确认。","O3zxz5yd95ExeLc44Q_H96EECdzYwk_tbIoDk9ZCChU",{"topic":1003,"paths":1005},{"title":1004,"path":20},"获客与营销",[1006],{"id":1007,"path":455,"title":1008,"steps":1009},"zh_paths\u002Fcommerce\u002Fpaths\u002Fcampaign-planning.md","营销活动策划：从选形式到复盘",[1010,1013,1016,1020,1023,1026,1029,1032,1035,1038,1041,1044,1047,1050,1053,1056,1059,1062,1065,1068,1071,1074,1077,1080,1083,1086,1089,1092,1095,1098,1101,1104],{"path":38,"required":962,"objective":1011,"check":1012},"按主目标选活动形式并写齐七个要素","能为一次计划中的活动写出唯一的主目标、主指标及对比基线，从对照表选出形式并写明它的主要代价，再把目标、对象、机制、节奏、渠道、预算、复盘指标各写成一行。",{"path":74,"required":962,"objective":1014,"check":1015},"区分标价、划线价、折扣码与自动折扣","能说明折扣在系统里是规则、在监管眼里是价格呈现，并分别写出美国联邦与欧盟对参考价的要求和各自适用地区。",{"path":83,"required":1017,"objective":1018,"check":1019},false,"选读：满减、阶梯折扣、满额免邮与满额赠","能用订单金额分位数定一个门槛，算出满 T 减 D 的最大让利率 D ÷ 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