Click to read the original article for details. Distributors lament that "poor marketing" is a pity. The once-dominant laundry detergent brand has recently been reported to have fallen from its pedestal. Although Blue Moon still advertises "market share leader for nine consecutive years" at some retail points, recent media reports indicate that according to data, Blue Moon's market share in China has declined from 23.4% in 2012 to 20.3% in 2016. Meanwhile, in 2017, Liby's laundry detergent market share reached 26%, making it the new market leader. Reporters from Yangcheng Evening News confirmed through multiple channels in the daily chemical industry that the above data is essentially an open secret within the industry. From Machine Wash Supreme to Supreme Laundry Detergent Many consumers have a strong impression of the Machine Wash Supreme launched in 2015. Blue Moon undoubtedly invested heavily in this product, which was touted as "opening a new era of concentration," with extensive advertising both at retail points and online. For a time, the slogan "From big to small, from cap to pump" became widely known. But problems soon arose; the advantages described in the advertisements were not readily accepted by consumers. For example, its bottle cap is designed as a pump, and one press is enough to wash eight pieces of clothing. The product is low-foam and not viscous, and it is recommended to pre-treat clothes with another product before putting them in the washing machine. However, Chinese mass consumers are accustomed to buying a large bucket of laundry detergent for a few dozen yuan; even when holding a measuring cup, they still adjust the amount based on their own feelings; they simply toss clothes into the washing machine, believing that more foam and thickness is better. After investing heavily in advertising, Blue Moon began painstakingly "educating consumers," firmly believing that consumers had not yet discovered the benefits of Machine Wash Supreme because they had not mastered the correct washing method. But the education efforts have so far yielded little result; an insider revealed that the first batch of Machine Wash Supreme launched in 2015 has still not sold out. Blue Moon internally upgraded the Machine Wash Supreme to become Supreme Laundry Detergent. However, we can hardly see any introduction of the upgrade in the media or on e-commerce platforms. Moreover, in the market, Yangcheng Evening News reporters learned through visits that consumers are completely unaware of the upgrade; only salespeople vaguely explain it as "fresher shelf life, upgraded and better to use" when promoting. Distributors lament "poor marketing" is a pity At a corporate event, a distributor dealing in multiple daily chemical brands expressed regret when talking about Blue Moon: "In the end, the product is really good, and the boss has ideas and courage, but unfortunately the marketing is really poorly done. This brand is a pity." So, how exactly is Blue Moon's marketing? Looking at Blue Moon's actions this year, compared to other similar competitors, it can be described as "silent." Last year, Blue Moon had a series of brand promotion activities around spokespersons Liu Wen and Peng Yuyan, but this year, after searching for the two spokespersons, there is almost no information related to Blue Moon online. During the same period, Liby, which has risen to the top position, has been active. It has been involved in variety show placements and sponsorships one after another, and on the other hand, it signed the currently most popular group Nine Percent. Data shows that in Liby's weakest business segment, e-commerce, Chen Linong's products sold out instantly when he became a store manager, boosting confidence for Liby to further expand its e-commerce market. The laundry pod category has also brought heavy pressure on the Supreme series. According to a person in charge at Tmall, laundry pods have become a category leading consumption upgrades, with a growth rate of 300-400%. Against this backdrop, Blue Moon's Machine Wash Supreme, once sold for 139 yuan, and its upgraded version "Supreme Laundry Detergent" is now priced at 69.5 yuan on Blue Moon's official flagship store. This runs counter to its earlier "high-end" marketing positioning. Management deformation leads to personnel turnover According to relevant media reports, more than one internal employee has reflected that in its self-built channels, Blue Moon's strategies have been too changeable. For example, the initial positioning of Moon House physical stores was to integrate sales, distribution, and service, but in actual execution, they became demonstration stores only responsible for sales and promotion. The logistics partners changed from Tmall and JD.com initially to regional water delivery stations after several shifts. According to media reports at the time, some physical Moon House stores also provided laundry services, but they collected clothes and sent them to the Guangzhou headquarters for washing. Industry insiders point out that management issues have become the most out-of-control problem within Blue Moon. A question on Zhihu asking "How is Blue Moon as a company?" has triggered complaints from many former employees, with "chaotic management," "frequent policy changes," and "oppressive environment" becoming keywords in the answers. On a well-known recruitment website, Blue Moon has long-term recruitment for some positions, showing the severity of its personnel turnover. As of press time, Blue Moon has not responded to Yangcheng Evening News reporters' inquiries about the latest situation of Supreme Laundry Detergent, organizational restructuring, and management issues. It stated, "The company is currently focusing on the third-quarter communication strategy and is not convenient to respond." Source: Yangcheng Evening News -END-