The "Panoramic Dismantling" series will integrate multiple sources of brand information, strive to restore a "real and perceptible" new consumer brand growth path, and provide readers with multi-perspective brand inspiration. This article hopes to explain the individual's understanding of the PMPM brand as comprehensively as possible through PMPM case introduction + methodology refinement.
【Table of contents】
Behind the scenes of the PMPM team
Consumer Trend Insights (Market, Consumer, Track)
Brand power (global exploration, multi-dimensional perception)
Product power (visualization, serialization)
Communication power (differential layout of omni-channel)
1. Behind the scenes of the PMPM team
For a new consumer brand in full swing, the experience and capital composition of the founding team will greatly determine the brand temperament and development path. Therefore, before discussing the brand formally, there will still be a lot to gain from an in-depth analysis of the team behind the brand.
【Founder team experience】——The founder used to work for P&G (brand director)
Flicker, founder and CEO of PMPM, used to be the brand director of P&G, responsible for Olay's brand and value upgrade of e-commerce business; he has achieved the best "Double 11" result and helped Olay complete the brand rejuvenation upgrade.
Travel + brand start-up In 2016, Twinkle resigned from Procter & Gamble China and left, and began to travel around the world (focus on follow-up brand story marketing). In 2017, he served as the brand director of Chenguang Stationery, helping a local old company to rebrand (heavy resistance, leaving again) resignation In the second half of the year, as a consultant, I joined a Tao brand startup company to sort out the organizational structure and learn how to start a business.
In October 2019, PMPM was founded, and its affiliated Shanghai Shiyin E-Commerce Co., Ltd. In November 2019, PMPM received 10 million angel round financing from Source Code Capital.
In March 2020, the product was officially launched: Madagascar series, which mainly promotes "glowing dough" to apply mask - resource blessing (capital & channel).
From May to September 2020, received tens of millions of Pre-A round investment from Source Code Capital, Black Ant Capital, and Xinyi Capital; entered the live broadcast room of Zhang Mofan and Li Jiaqi, focusing on the deployment of Kuaishou and Douyin short video platforms.
October 2020-February 21: Received the Pre-A+ round of independent investment from the beauty collection store HARMAY Huamei, becoming the only Chinese skin care brand that Huamei invested in.
【Summary of Haoda: Behind the Scenes of the Team】
The experience of the P&G brand director has become a strong background for the founding team of PMPM. The systematic brand methodology of skin care products also makes PMPM's brand framework very focused and unified. (The [Brand Power] section will be dismantled in detail later.)
The founder's flashing travel experience gives the brand story more personal emotional color; the personalized experience is more immersive and can arouse the emotional resonance of consumers (making the brand more warm).
Of course, quite compact capital assistance and channel blessings are also an important reason for PMPM's rapid growth (really important. OMG).
2. Insights into consumer trends
Before a new brand enters the game, trend insight is a crucial step. The following is PMPM's insight on market trends and consumption trends.
1. Market trends
The competition in the domestic skin care Red Sea market is fierce, new brands are emerging, and products are becoming more and more homogeneous. Different from the high-growth beauty category, skin care products are generally considered to be a difficult category track: there are many giants, relatively high R&D costs, and it takes time and energy to cultivate consumers’ trust and loyalty.
The gap on the production side is gradually narrowing. The supply chain of big-name raw materials has the same root and the same source, and the gap between start-up brands and big-name products on the production side is gradually narrowing.
2. Consumer Insights
With the rise of the new generation telemarketing list of consumers, the replacement of people's lifestyles has subtly spawned new & unmet skin care needs.
PMPM aims at the skin problems such as closed mouth and unbalanced water and oil caused by the "takeaway party" of the new generation of young people, high-oil, high-sugar and high-salt eating habits, and refines the appeal of "takeaway muscle", and launches a product for oily skin, adjusts the skin's water-oil balance, and restrains the skin. A series of products for pores.
3. Track selection
The founder and several executives of PMPM have been deeply involved in the skin care industry for many years, with a total of hundreds of thousands of hours in the industry. Rich industry experience and familiarity with the industry have given this startup some uniqu