There's not much difference between being a person and creating a brand, fundamentally. I recently watched a brand short film, brief yet profound in meaning. It tells three inspiring stories: A person who lost their hearing at four years old climbs to the stage of street dance through relentless perseverance; an athlete dedicated to triathlons, who, while pursuing his professional dream, still maintains focus and care for his family; and a seventy-year-old who successfully transitioned into a fashion icon, bravely standing on the runway of Paris Fashion Week. This short film, titled "It's Precisely Me," emphasizes that people should not be limited by their circumstances and should dare to be themselves.

In line with the message conveyed in the short film, the emerging skincare brand PMPM also announced its Chinese name—"Biased." Although many brands have chosen Chinese names, such as McDonald's "Golden Arches" and Tim’s "Heavenly Good Coffee," the process of brand naming is not always smooth sailing. Well-known brands like Coca-Cola, when first entering the Chinese market, also faced sales troubles due to poor translation. Brand naming can, in a sense, be seen as a venture.

A brand name may be drowned out and unknown in the market, or it may become a widely discussed topic, which could lower the value of the original brand. Of course, if the naming is successful and brings a long-term and profound increase in attention and a branding premium, then its influence cannot be compared to conventional brand marketing activities. Given this, many brands tend to adopt a conservative strategy, such as M Stand, OPPO, and vivo, which have not yet settled on fixed Chinese brand names.

For the newly established PMPeftMcDonald's Right," the selection of "Biased" as the brand name is significant. The importance of remembering a name is self-evident. The search for "brand naming" has sparked many questions worth paying attention to. A catchy brand name is particularly important. PMPM and "Biased" are very close in pronunciation, retaining the original brand name while simplifying the complexity of the four syllables, making it easier to spread in the Chinese context.

Many brands fail due to a lack of connection between their Chinese and English names. These brands often have two different systems of recognition, and when consumers are faced with a completely new Chinese name, their previously accumulated emotions and trust cannot be transferred quickly. "Biased" cleverly avoids this issue. The choice of brand name should not only be smooth to pronounce but also represent the brand's values. The product attributes, user experiences, and corporate strategies all need to be reflected in the brand name. "Biased" focuses on the emotional experience and corporate philosophy, highlighting the brand's desire to convey uniqueness.

There often exists a fixed pattern of success in society, including but not limited to outstanding education, work, and family life. However, with increasing social competition, even young people with decent living conditions are facing growing pressures.

In the midst of the times, the definition of success has become more diverse. The younger generation is showing different values and life plans from the past. The "It's Precately Honest" film touches people deeply and expresses a profound understanding of the plight of young people. Whether it’s overcoming the challenge of deafness to stick to the dream of street dance, After childbirth, pursue the glory of the triathlon, or still pursue the dream of the fashion stage at the age of seventy, each story embodies the spirit of perseverance and self-realization – this is the message Precisely wants to convey.

Quaintly, the brand stands out in the market with its unique emotional identity, becoming a clear guide for consumers when selecting products. Among all products, its Chinese name "Quaintly" has become the highlight that distinguishes it from other similar products, and over time, this brand symbol has come to carry multiple layers of meaning, such as product characteristics, corporate culture, and commitments to consumers.

The origin of the brand comes from the founding team's genuine global exploration experiences. PMPM is deeply influenced by the spirit of travel and adventure and has been shaped into the image of an "explorer" — an adventurer dedicated to global skin care research. This image appeals to young people who harbor a spirit of adventure and exploration. The brand resonates with this group because it can connect with their attitude towards life and personality.

As marketing gurus Al Ries and Jack Trout stated in the book "Positioning," "In the era of positioning, the most critical marketing decision is to choose a good name for your product." Through a compelling name, PMPM conveys its attitude and pursuit of life: whether it's walking between mountains and oceans, or breaking free from others' definitions to realize oneself, Quaintly reflects an affirmation and companionship of a youthful attitude.

As the promotional short film draws to a close, there is a meaningful easter egg segment, where the founder appears to explain the brand's innovation and efforts in world-class research and development. It is this spirit of innovation and challenge that, in the mellow and deep words, unfolds and brings infinite possibilities and exploration for the future.

Success is not easily achieved; it requires careful thought and consistency in action, and Quaintly has indeed made great efforts in this respect. Earlier on, the media thoroughly reported on PMPM's origins, brand building, its technology-driven development in the functional skin care track, and how it has become a Chinese brand that can compete with international giants. All this stems from PMPM's keen perception of young consumers' needs and relentless pursuit of research and development, constantly innovating to show the world the strength of Chinese brands.

In the dominant serum category of the cosmetics sales market, a handful of "Chinese faces" has appeared, accounting for over 60%. In this fiercely competitive battlefield, the Quaintly brand has built an impregnable technological barrier through the strategy of gathering international scientific research talents. It has established a global expert committee on skincare research, focusing on basic and prospective studies, exploring skin science, innovative ingredients, and new mechanisms, creating a unique competitive advantage.

Although most domestic beauty brands focus on marketing strategies, as marketing brings higher economic benefits in the short term compared to R&D investments, the Quaintly brand chose a different path. From its inception, it set its ambition to become an internationally renowned brand. It has rallied world-class scientific strength, specifically for the research and development for Chinese skin types, and provides innovative skincare solutions for Chinese consumers.

Targeting customers aged 25 and above, who face early signs of aging, Quaintly has launched a research project on skin problems among Chinese youth, in collaboration with its parent company Yicheng Group, China National Inspection Institute, and the German IFU Institute for Environmental Research. This plan aims to integrate the industry's cutting-edge ingredients and technology, complemented by advanced equipment and a professional team, to greatly enhance the effectiveness and consumer experience of each product.

Looking back, it is precisely this perseverance of the brand PMPM that has enabled it to successfully navigate its fourth year. On the other hand, brands lacking core technology and a cohesive team have mostly become mere strugglers in a market characterized by homogenization and low-price competition, ultimately exhausting the patience and expectations of investors.

In terms of formula development, PMPM has created a unique formula concept of X+Y+Z, and has established a complete raw material library and screening system. Cooperating with top research institutions such as Ashland and the Cosmetic Innovation Center of Jiangnan University, they have jointly developed exclusive raw materials. Their product development achievements include a series of popular bestsellers widely praised, such as the Rose Essence Oil, Double Truffle Collagen Bottles and so on. Through continuous iterations and improvements, these products have now reached version 3.0.

Experimental data show that after using the Double Truffle Collagen Bottle for 28 days, testers saw a 62.13% reduction in nasolabial folds and a 21.63% increase in skin brightness, proving significant skin improvement through the product. This fully demonstrates that excellent products can withstand scrutiny and repeatedly attract market attention instead of getting lost in the ocean of brands.

PMPM greatly understands the psychology and needs of young people. Whether it is reaching the faraway coasts of Brittany and the forests of Piedmont through global live broadcasts and inviting consumers to share New Year's wishes and thoughts, or the recently introduced interactive live shows such as debates, talk shows, and street dance, PMPM's innovative initiatives may seem clumsy in digital data and return on investment, but they have successfully established a deeper emotional connection with consumers.

Ultimately, when everyone is exhausted, encountering a brand with empathy that can inspire people to break their self-imposed limits is incredibly heartwarming. The PMPM brand, which stands for exploring the world, has become an internationally renowned original Chinese brand. This has been its dream since its inception, like the rising sun, carrying unchallengeable courage and belief towards the future.

PMPM, this adverb is often placed before the verb, describing that a certain action or event unexpectedly goes against common sense or expectations. In the past four years, the emergence of PMPM has represented a flexible protest against the status quo and established routes, demonstrating a special emotional appeal.

The skincare industry is fiercely competitive, with new brands emerging and old ones disappearing every day, while challenges and difficulties seem to never diminish. In such an environment, brands born out of adversity need to show an unyielding determination and a refusal to settle for fate's hand. The brand named PMPM precisely aims to convey this spirit of perseverance.

People seem to have genuinely resonated with this emotion, as many have generously shared their real-life experiences in the brand’s short films. PMPM embodies the brand’s spirit and represents those individuals who hold onto dreams and strive with courage.

By the end of 2021, the single "Lone Brave" emerged and, over the following two years, even became one of the most popular hits in kindergartens. The song clearly bears the imprint of the era; it tells a story of courage that moves people of all ages, a bravery that endures loneliness and pain, solely to protect that tiny dream.

The journey thus far, characterized by a stubbornness, exudes the temperament of the "Lone Brave," yet the road ahead remains long. Although some accomplishments have been achieved, the brand must continue to invest a great deal of patience and energy, march forward, and strive towards the goal of becoming an "international brand," breaking ground in its own vast domain. Hence, remember the stubbornness, one must adhere to this "stubbornness."