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4年40亿!这个品牌如何让1000万用户为人格化买单?
混沌学园·2025-03-07 14:42

Core Insights - PMPM, a skincare brand established in 2020, achieved a remarkable 100-fold growth in GMV within six months and generated sales of 4 billion yuan in just four years, with over 10 million users [1][6] - The brand's success is attributed to its ability to resonate emotionally with consumers, combining global natural ingredients with scientific research [1][6] Brand Strategy - PMPM employs a personalized branding strategy to differentiate itself in a saturated market, fostering connections with users and creating a sense of community [2][3] - The brand's core logic revolves around three personas: the Explorer persona appeals to women under 35, the Scientist persona resonates with women over 40, and the Artist persona enhances product value [3] Mission-Driven Growth - PMPM's growth is driven by aligning the founder's personal mission with the business model, creating a brand that users actively follow [6] - The brand serves as a case study for how to navigate the challenges of algorithm-driven marketing and maintain user engagement without relying solely on platform algorithms [6]