Based on the relevant studies of channel communication theory and institutional theory, this study explores the influence of informal communication strategies (i. e., interpersonal influence) used by manufacturers on firm performance, and examines the moderating effect of the institutional environment in which manufacturers operate. This study takes the cooperative relationship between manufacturers and distributors as the research context, empirically testing the research hypothesis by collecting first-hand survey data from manufacturers’ channel managers and secondary data. The findings indicates that manufacturers' use of interpersonal influence can enhance firm performance; In the regions with high legal effectiveness, and when the relationship quality between manufacturers and distributors is high, the effect of manufacturers using interpersonal influence to promote firm performance will be enhanced. In the regions deeply influenced by taoism thought, the effect of manufacturers using interpersonal influence to improve firm performance will be weakened. Finally, the theoretical and practical significance of the research results and the future research direction are discussed.