---
title: "Behind the 10th Blue Moon Festival: Three Decades of Blue Moon's Cleaning Business Philosophy"
description: "Recently, the 10th Blue Moon Festival, themed 'New Trend, New Clean, New Life,' was launched in Guangzhou. In response to the national fitness initiative outlined in the '14th Five-Year Plan for National Health,' the festival partnered with industry associations, media, and partners to launch a national sports support plan, creating an omnichannel, multi-scenario experience ecosystem to promote clean and healthy lifestyles. This year marks the tenth anniversary of the festival, which has become a platform for Blue Moon to engage consumers and reinforce its brand value."
author: "秦淮"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
telephone: "+8615854817671"
published: "2022-08-20"
language: "en"
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# Behind the 10th Blue Moon Festival: Three Decades of Blue Moon's Cleaning Business Philosophy

> Recently, the 10th Blue Moon Festival, themed 'New Trend, New Clean, New Life,' was launched in Guangzhou. In response to the national fitness initiative outlined in the '14th Five-Year Plan for National Health,' the festival partnered with industry associations, media, and partners to launch a national sports support plan, creating an omnichannel, multi-scenario experience ecosystem to promote clean and healthy lifestyles. This year marks the tenth anniversary of the festival, which has become a platform for Blue Moon to engage consumers and reinforce its brand value.

Recently, the 10th Blue Moon Festival, themed 'New Trend, New Clean, New Life,' was launched in Guangzhou. In response to the national fitness initiative outlined in the '14th Five-Year Plan for National Health,' the festival partnered with industry associations, media, and partners to launch a national sports support plan, creating an omnichannel, multi-scenario experience ecosystem to promote clean and healthy lifestyles to a wider audience.

It is reported that the Blue Moon Festival is a special event created by Blue Moon for consumers, and this year marks its tenth anniversary. From an external perspective, it is rare in the consumer goods industry to sustain an event for a decade. This reflects a commitment to long-termism in a fast-paced era, building a lasting bridge between the brand and consumers.

Blue Moon is now a household name. It has repeatedly won dual championships in recent years, solidifying its leading brand position. What significance does the decade-long Blue Moon Festival hold for creating long-term brand value and capturing consumer mindshare? This is worth examining in detail to uncover the business strategy behind the festival.

**01 10 Years of Blue Moon Festival, 30 Years of Brand Building**

To understand Blue Moon's business strategy, we focus on three dimensions: brand power, product power, and channel power.

First, brand power.

When discussing Blue Moon's brand building, we must mention 2008. At that time, Blue Moon's business was primarily hand soap and household cleaning products. The domestic laundry detergent market share was less than 4%. Blue Moon recognized the trend, invested heavily in R&D for laundry detergent, and cultivated the market, tolerating short-term losses. They signed Guo Jingjing and aired commercials on CCTV, with the slogan 'Creating the Laundry Detergent Era' embedding the 'champion quality' of Blue Moon laundry detergent in consumers' minds.

When the category was upgrading, they did not rush for profits but invested heavily in brand value. Blue Moon has always focused on brand management and building. The Blue Moon Festival is a key manifestation of this sustained brand building.

It is understood that the Blue Moon Festival is a special event for consumers to interact, experience new products and services, and promote a clean and healthy lifestyle. Additionally, Blue Moon sponsors Hunan TV and CCTV Mid-Autumn Festival galas, accompanying consumers during the festival.

Each year, Blue Moon combines insights into consumers and their life scenarios to launch new cleaning technology products, leading consumer demand.

Xu Yuling, Deputy General Manager of Blue Moon, stated at the launch ceremony: **'In recent years, as participation in sports has increased, sports have become a lifestyle. The 10th Blue Moon Festival will offer consumers a sports carnival that deeply integrates cleaning and sports. This year, we are joining forces with various parties to launch a national sports support plan, innovatively interpreting the new connotation of sports cleaning. During this period, Blue Moon will use new cleaning technology products, such as sports-specific laundry detergent, and multi-scenario, multi-channel interactive experiences to help consumers enjoy a new life of sports and cleanliness.'**

A decade-long consumer festival is not just about building brand awareness but also brand affinity. With both awareness and affinity, the brand becomes a symbol, creating empathetic connections.

Amazon founder Jeff Bezos said, 'If you do something with a three-year horizon, you have many competitors. But if you look seven years ahead, you have few competitors, because few companies are willing to make such long-term plans.'

Doing an event for 10 years shows not only that consumers associate the Mid-Autumn Festival, the moon, and Blue Moon, but also Blue Moon's determination and persistence in investing in brand value.

What is Blue Moon's brand value? 'Looking back at Blue Moon's growth, we have always been doing one thing: cleaning,' said Zeng Liqun, General Manager of Communications at Blue Moon. In the ten Blue Moon Festivals, we can see that Blue Moon consistently focuses on 'cleaning' to deliver brand value and help consumers achieve a better life. This sustained brand building also helps Blue Moon accumulate professional recognition and capture consumer mindshare.

As Blue Moon reaches its 30th anniversary, looking at its 30-year brand building and 10-year festival, it is a testament to long-termism: **Stay true to the original intention, persist in doing the right things over the long term; only long-termists can win the future.**

**02 National Sports Craze: Removing Sweat Odor Becomes a Laundry Necessity**

A good brand must have good products. What makes a good product? In the detergent industry, it means accurately identifying consumer trends, addressing pain points, and developing suitable products based on professional cleaning capabilities.

In recent years, driven by the national fitness strategy and increasing health awareness, a national sports craze has emerged. According to the General Administration of Sport, the proportion of people regularly participating in physical exercise reached 37.2% in 2020, up 3.3 percentage points from 2014.

Furthermore, the 'National Fitness Plan (2021-2025)' explicitly states that by 2025, the public fitness service system will be more complete, participation in various sports will continue to rise, and the proportion of people regularly exercising is expected to reach 38.5%.

This is consumer trend insight. New lifestyles naturally bring new consumption trends. An active lifestyle naturally upgrades consumer demands for washing sportswear.

At the launch ceremony, Chen Yangkai, senior researcher at Nandu Big Data Research Institute and head of Nandu Appraisal Lab, released and interpreted the 'Insight Report on Clothing Cleaning Issues under the National Sports Trend' (hereinafter 'Insight Report'). According to the report, national sports is becoming a trend. In the survey, over 95% of respondents exercise weekly, with 32.29% exercising 2-3 times a week, 29.70% 4-6 times, and 27.58% daily.

Notably, under the national sports trend, sweat odor on clothing has become a cleaning issue that many consumers are concerned about and explicitly want solved. The report shows that 86.07% of respondents have encountered problems related to sweat odor on clothes after exercise.

**Blue Moon has deeply investigated the cleaning pain points of sweat scenarios such as exercise, daily commuting, and parenting, and driven by R&D innovation, launched a new series of sports-specific laundry detergents. These new products not only effectively remove sweat odor but also continuously inhibit the generation of sweat odor during wear, allowing consumers to 'sweat without odor,' making exercise more refreshing, and helping consumers fully enjoy an active, fashionable, healthy, and clean lifestyle.**

With the rise of fitness, Blue Moon's sports-specific laundry detergent is expected to become a 'necessity' for young consumers.

Blue Moon's 'product power' has been evident since its inception and has strengthened with the company's growth. In 2011, Blue Moon pioneered hand-washing-specific laundry detergent, and two years later launched machine-washing-specific, baby-specific, travel-specific, and pre-treatment-specific detergents, conveying the concept of 'special products for special uses.'

After 2015, through technological innovation, they launched the first metered pump 'concentrated+' laundry detergent in China—Ji Xi Zhi Zun. In 2019, they introduced Zhi Zun biotechnology laundry detergent. This can be seen as a revolution in washing quality: less usage, better results, and more environmentally friendly.

What is product power? The simplest way is to help consumers solve problems easily. What is a simple method?

Blue Moon provides the answer: **First, special products for special uses.** Use the right product for the specific pain point, such as the newly launched sports-specific detergent. **Second, outstanding results.** Solve problems with less quantity and better results, such as Blue Moon's ongoing development of concentrated detergents, which use less but offer superior cleaning. **Third, convenience.** For example, Blue Moon's Zhi Zun detergent features a precise metered pump: one pump (8g) can wash 8 garments, greatly improving convenience.

**03 Deep into Scenarios Behind Channels, Omnichannel Layout**

### With good products, how to reach consumers accurately, efficiently, and timely?

In this event, we noticed that Blue Moon collaborated with channel representatives, sports media, and other parties to expand and enrich consumer experience channels, reaching consumer life scenarios more broadly and deeply, allowing more consumers to experience the sports-clean lifestyle, which helps enhance awareness of new products and the brand, and continuously win consumer favor.

Zeng Liqun, General Manager of Communications at Blue Moon, said at the launch ceremony: 'On one hand, we strengthen the creation of sports scenarios and consumer interaction in retail channels; on the other hand, we focus on user sweating scenarios, integrating consumer participation paths into daily life. When you run, you can participate in the sports carnival on Yuepaoquan; when commuting, you can join activities via Qingju Cycling; when working out, you can participate at venues like Qiji Fitness and Limeijian. In these scenarios, consumers can exercise freely, experience our new cleaning technology, and enjoy the pleasure and comfort of sweating without odor.'

We often say: Where consumers are, where channels are, there our enterprise goes! But Blue Moon seems to go further and more precisely: **Wherever the target consumer's demand scenario is, we appear there!**

It can even be understood that Blue Moon stays ahead of consumer demand, gaining insights into the market, laying out plans in advance, and cultivating the market. Blue Moon understands a simple truth: only by going deep into various consumer channels and scenarios (sports washing scenarios: gym, running, commuting cycling, etc.) and providing solutions that directly address pain points can an enterprise or brand truly establish a foothold.

**Summary:**

An excellent brand has the ability to continuously launch good products, provide consumers with the simplest and most direct product (method) solutions, and truly enter consumers' life scenarios, participate in interaction, and cultivate the market. Only such a brand can be truly remembered by consumers.

Finally, what remains is persistence, persistence, and more persistence! Embrace change with a long-termist mindset.


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