The competition in the FMCG market has been becoming more and more fierce. Looking for alliance partners and establishing brand alliances becomes the engine for the future development of FMCG enterprises. Based on the principle of "3C" of strategic alliance partner, the FMCG brand alliance partner characteristic index system is established based on the characteristics of FMCG enterprises, and three brand alliance modes are summarized according to the alliance practice and partner characteristic elements. Finally, the influence mechanism of the interaction between partner characteristics and alliance mode on alliance performance is discussed. The results show that the consideration of partner's characteristic factors in the early stage will affect alliance mode and practice, and partner's characteristic factors have a path conduction effect between alliance performance and influencing alliance.