On April 22, the "2022 (30th) China Market Commodity Sales Statistics Results Press Conference", co-hosted by the China General Chamber of Commerce and the China Commercial Information Center, was held in Beijing.
Themed "Improving Quality of New Consumption, Embarking on a New Journey", the conference focused on trends and practical innovations in economy, consumption, culture, technology, business environment, and green development, bringing together industry experts and entrepreneurs to discuss and promote high-quality development of China's consumer goods market and steady growth of the Chinese economy.
Among the leading brands in market sales announced at the conference, Blue Moon continued to lead, with its laundry detergent ranking first in market share for 13 consecutive years (2009-2021) and hand soap for 10 consecutive years (2012-2021).
The China Market Commodity Sales Statistics Results Press Conference is an annual high-end industry event for review and outlook, exchange and cooperation, and a platform for analyzing markets, studying development, sharing achievements, and promoting brands.
It is worth mentioning that in the 2022 (12th) China Brand Power Index (C-BPI) ranking released by Chnbrand, a leading Chinese brand rating authority, Blue Moon also took the lead, ranking first in the C-BPI industry brand power index for laundry detergent and hand soap for 12 consecutive years (2011-2022).
In the face of increasingly fierce market competition, Blue Moon's dual championship again is inseparable from the moat built by products, brands, and channels.
Rooted in Expert Strategy, Full-Category Layout to Meet Diverse Needs
Winning the dual championship again fully demonstrates consumers' recognition of Blue Moon products. In an era of rapid socio-economic development and a dazzling array of products, Blue Moon's long-term consumer trust stems from its in-depth insight into and research on consumer needs, and its continuous product innovation and upgrades based on that, quickly meeting consumers' ever-changing needs.
Amid consumption upgrades, consumers pay more attention to experience and psychological needs, pursuing quality life. Through long-term consumer insight and research, Blue Moon found that Chinese consumer households commonly face cleaning problems such as bathroom mold, heavy kitchen grease, yellowing clothes, and limescale.
To this end, Blue Moon, rooted in its expert strategy and guided by consumers' needs for product usage scenarios and experiences, provides high-quality full-household cleaning solutions to help consumers create a beautiful and clean life.
In recent years, Blue Moon has fully met consumers' diversified and personalized cleaning needs with its efficient product innovation capability close to user needs.
In clothing care, by delving into different consumer usage scenarios, Blue Moon launched new products such as Supreme Biotechnology Deodorizing and Stain-Removing Laundry Detergent, Deodorizing and Stain-Removing Laundry Detergent, and Specialized Underwear Laundry Detergent, which have been widely favored by consumers.
Among them, the Specialized Underwear Laundry Detergent and Deodorizing and Stain-Removing Laundry Detergent have been well-received in the market. For example, on Blue Moon's official JD.com flagship store, their positive review rates are as high as 97% and 99%, with sales continuing to lead, showing strong potential as star products.
In personal care, since 2020, Blue Moon has successively launched new personal care products such as Foam Antibacterial Hand Soap, Automatic Hand Soap Dispenser, and Rinse-Free Antibacterial Hand Soap, creating a hand-washing product matrix for all people and multiple scenarios, comprehensively meeting consumers' diversified and differentiated hand-washing needs.
In home care, Blue Moon has launched products such as Weinuo Mold and Stain Remover, Grease Terminator Foam Type, Tianlu Tableware and Fruit & Vegetable Cleaning Essence, Washing Machine Cleaner, and Multi-Purpose Disinfectant, helping consumers easily solve household cleaning problems.
To date, Blue Moon has formed three product matrices: clothing care, personal care, and home care, covering more than 80 products.
Classic products continue to win consumer favor, and with the emerging potential of star products like Underwear Laundry Detergent and Deodorizing and Stain-Removing Laundry Detergent, Blue Moon has also achieved steady performance growth. According to Blue Moon's 2021 annual report, its clothing care business performed excellently, with annual revenue of approximately HK$6.457 billion, a year-on-year increase of 15.4%.
Innovation-Driven Development, Thirty-Year Brand Deeply Rooted
Behind the sustained leadership, it also reflects that Blue Moon's brand recognition is deeply rooted in consumers' minds.
Over the years, Blue Moon has taken "providing excellent products, ultimate service, and professional consultation to keep consumers clean and worry-free" as its brand mission, driven by innovation, continuously deepening its presence in the cleaning field to help consumers achieve cleanliness and peace of mind. Looking at Blue Moon's brand building journey, it is a true reflection of its mission in practice.
Before 2008, washing powder dominated the Chinese detergent market, with laundry detergent accounting for less than 4%. Blue Moon recognized the advantages of laundry detergent, such as easy dissolution, easy rinsing, and mildness to clothes, overcame technical difficulties, launched Deep Clean Laundry Detergent, and took the lead in promoting it nationwide, overturning Chinese consumers' traditional laundry habits and ushering in the era of liquid laundry in China.
In 2015, Blue Moon overcame difficulties to develop and launch China's first metered pump-head "concentrated+" laundry detergent, Machine Wash Supreme. Compared with national standard laundry detergent, it reduces usage by more than two-thirds and adopts a low-foam formula to reduce rinsing times, creating a more relaxed, convenient, and economical washing experience and promoting industry concentration upgrades.
In 2018, Blue Moon upgraded to develop Supreme Biotechnology Laundry Detergent, innovatively adopting washing technologies such as "bio-stain removal", "anti-soil redeposition", and "fiber finishing", effectively preventing clothes from yellowing, graying, and aging, and maintaining fabric fibers to keep them bright.
It is precisely because of innovation that Blue Moon has repeatedly driven industry transformation, while continuously bringing consumers more efficient and scientific washing experiences, establishing its brand image as a cleaning expert in their minds.
On the basis of focusing on product R&D and innovation, Blue Moon also deepens its brand image and strengthens brand power through innovative brand building. Blue Moon continuously carries out scientific washing teaching and services, disseminates scientific washing knowledge, helps consumers solve daily washing problems, and ensures that high-quality products and scientific methods are truly used by consumers.
To this end, Blue Moon has set up a dedicated washing research center, continuously summarizes and studies scientific washing methods, and disseminates scientific washing knowledge through various science popularization methods. Its 7×24-hour 400 customer service hotline provides detailed product usage guidance to consumers, helping them stay clean and worry-free.
In addition, since 2013, Blue Moon has held the Blue Moon Festival every Mid-Autumn Festival, releasing new products and launching online and offline interactive experience activities to popularize professional washing knowledge and convey a new clean lifestyle to consumers. Blue Moon has also partnered with CCTV and Hunan Satellite TV for nine consecutive years to accompany consumers during festivals, establishing an emotional connection, while giving audiences a large number of clean new products to "try first" and experience Blue Moon's clean lifestyle.
Based on its keen judgment of the consumption upgrade trend, deep R&D accumulation, and innovative genes, Blue Moon has reached the potential needs that consumers themselves cannot clearly describe, thus continuously staying at the forefront of the market and thinking ahead of consumers. This is also the key to Blue Moon's brand status and continued consumer wins.
Channel Reform Achieves Significant Results, Product Penetration Continues to Strengthen
Channels are the bridge connecting enterprises with consumers and one of the keys to winning the market. For daily chemical companies, they must also make consumers aware of their needs and enable them to purchase products conveniently and quickly.
To this end, in terms of channels, Blue Moon adheres to a "consumer-centric" approach, continuously improving its channel system by optimizing traditional channels, intensively cultivating mainstream e-commerce channels, and actively deploying emerging channels, thereby continuously increasing product penetration and brand influence.
As early as 2012, Blue Moon began actively deploying various e-commerce channels, cooperating with platforms such as Tmall and JD.com, successfully seizing the first-mover advantage online and maintaining sales leadership for many consecutive years. During the 2021 "618" and "Double 11" shopping festivals, Blue Moon ranked first in clothing cleaning brand sales on mainstream e-commerce platforms Tmall and JD.com.
On the offline front, Blue Moon proactively reformed, starting a comprehensive reform of its marketing system and organizational structure in 2021, achieving significant results. According to Blue Moon's 2021 financial report, revenue in the second half of the year increased by 14.9% year-on-year, and offline channel sales increased by 53.9% year-on-year. Currently, the online and offline channel structure is becoming more balanced, which will further support the group's steady growth.
Moreover, with the rise of emerging e-commerce platforms, Blue Moon actively embraces new changes, expanding into social e-commerce, fresh food e-commerce, and online live-streaming platforms.
In 2021, Blue Moon completed its national O2O near-field retail organization layout. According to Blue Moon's 2021 annual report, Blue Moon has climbed to the top tier in the O2O platform rankings of JD Daojia and Meituan Flash Purchase. It can be seen that through multi-dimensional efforts in products, brands, and channels, Blue Moon has always been practicing its mission.
Time moves on, and the times are prosperous. In the future, Blue Moon will continue to focus on the washing field, adhere to innovation-driven high-quality development, give full play to its professional advantages, create more excellent products and services, promote a cleaner lifestyle, and help consumers realize their aspirations for a better life.
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