PMPM (Pour le Monde, Pour le Monde) is a Chinese skincare brand founded in October 2019. The brand has obtained 3 rounds of financing in less than a year following the launch of their first product “Luminous Mask.” Investors include Source Code Capital, Black Ant Capital, Xinyi Capital, HARMAY, etc.
Their Tmall flagship store reached a monthly GMV of over RMB 20M within 6 months of the launch.
So… how did they do it?
PMPM’s marketing strategies are very different across social media channels. They primarily use RED for product seeding, Douyin/Kuaishou/Weibo to improve conversion rates, and WeChat for user acquisition, maintenance and operation.
Products promoted in different channels also have different focuses, from content seeding to conversion, forming a closed marketing loop.
Curious about the specifics? Check out the infographic below for the full story.