---
title: "The Rise of Chinese Innovative Consumer Brands: A Look at Blue Moon"
description: "In recent years, innovative consumer brands such as Perfect Diary, Zhong Xue Gao, and Le Chun Yogurt have been emerging. These brands have completed their initial development from 0 to 1, but the next steps are unclear. Blue Moon, a leading Chinese brand in laundry and hand care, offers a model for these brands to follow, demonstrating the importance of product innovation, building a product matrix, and continuous brand cultivation."
author: "袁来"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
telephone: "+8615854817671"
published: "2020-05-11"
language: "en"
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# The Rise of Chinese Innovative Consumer Brands: A Look at Blue Moon

> In recent years, innovative consumer brands such as Perfect Diary, Zhong Xue Gao, and Le Chun Yogurt have been emerging. These brands have completed their initial development from 0 to 1, but the next steps are unclear. Blue Moon, a leading Chinese brand in laundry and hand care, offers a model for these brands to follow, demonstrating the importance of product innovation, building a product matrix, and continuous brand cultivation.

## Attentive FMCG practitioners may notice that in recent years, innovative consumer brands have been emerging, such as Perfect Diary, Zhong Xue Gao, and Le Chun Yogurt.
These innovative consumer brands, nurtured by mobile internet and supported by capital, are growing. Some have shed the "internet celebrity" label and are becoming known to the public, while others are just rising. Regardless, these brands have completed the initial stage of development from 0 to 1.
With 0 to 1 successfully achieved, what's next? There seems to be no unified standard for the specific path, as each brand's category and market are different. Although there is no standard, I believe there should be an overall direction.
In reviewing the history of Chinese consumer brands, I found one brand that may serve as a reference for these innovative consumer brands: Blue Moon. Studying Blue Moon and its development history may provide a model and benchmark for current innovative consumer brands!
> **1. Why Blue Moon?** **2. What to learn from Blue Moon?** **3. The environment changes, but the underlying logic remains the same!**
**-01-** **Why Blue Moon?**
Blue Moon is a brand that is familiar to both daily chemical industry practitioners and FMCG practitioners; it is a household name. Of course, its market position can be verified by two sets of numbers.
On April 22, Chnbrand, an authoritative Chinese brand rating agency, released the 2020 (10th) China Brand Power Index (C-BPI®) brand ranking and analysis report. **Blue Moon laundry detergent and hand soap defeated many foreign brands to become the No.1 brand in the industry again, ranking first in C-BPI brand power for laundry detergent and hand soap for 10 consecutive years.**
On April 28, the China General Chamber of Commerce released data: **Blue Moon laundry detergent has ranked first in comprehensive market share in China's laundry detergent market for 11 consecutive years (2009-2019); Blue Moon hand soap has ranked first in comprehensive market share in China's hand soap market for 8 consecutive years (2012-2019).**
It is worth noting that in the past, in the FMCG industry, especially in daily necessities, this was a weakness for Chinese brands, with less than 30% of top brands being local. Blue Moon's ability to lead is worth learning from for all local brands.
Looking back at history, in 2008, the domestic laundry detergent market was dominated by washing powder, with laundry liquid accounting for less than 4%. Blue Moon, based on insights into consumer needs, targeted the laundry liquid market, made a heavy bet, and became famous in one battle.
Subsequently, in 2011, Blue Moon launched a special hand-washing laundry liquid; in 2015, it launched the first metered pump bottle "Concentrated+" laundry liquid - Machine Wash Supreme; in 2018, it launched Supreme Biotechnology laundry liquid, continuously strengthening its moat in the laundry liquid category.
At the same time, **with washing as the core, it established a product matrix, combining usage functions, scenarios, groups, and experiences, continuously gaining insights into changing needs, segmenting product structure, and ultimately achieving the No.1 brand power.**
These are Blue Moon's achievements. Of course, innovative consumer brands should not only look at results; learning from successful people is not about learning their honors, but how they became successful step by step. Often, the process is more important than the result; this is the guiding framework for growth.
**-02-** **What to learn from Blue Moon?**
Reviewing Blue Moon's development history, I see three key nodes:
**1. Product innovation breakthrough**
**In 2008, Blue Moon launched laundry liquid. This was a "killer" product at the time; through innovation in product form, it became a market hit.** At the same time, it anchored on KA stores, using them as a carrier for sales and promotion, continuously building consumer awareness.
At that time, the store was its highlight moment. When laundry liquid was still niche, Blue Moon adopted a human-wave tactic in KA channels, with a large number of promoters directly washing clothes in stores, demonstrating the effect of the laundry liquid while explaining its ingredient advantages and stain-removal principles, effectively educating consumers.
Blue Moon once revealed in 2015 that its sales revenue soared from 400 million yuan in 2007 to 4.3 billion yuan in 2013, with a compound annual growth rate of 49%.
This node is very similar to the rise of current innovative consumer brands: combining insights and research into current consumer needs, launching an innovative, revolutionary product. A good product that meets new consumer needs, coupled with heavy investment in new traffic platform dividends, can smoothly complete the breakthrough from 0 to 1.
**2. Building a product matrix**
**Entering the second stage, build a product matrix.** As the saying goes, it's easy to make one hit product, but making multiple hits shows true skill. Only with continuous output of new products can a brand foundation be formed; without it, it can only be an "internet celebrity brand," ready to fade away.
Today, many consumers equate Blue Moon with "laundry liquid." In fact, Blue Moon was founded in 1992 and is one of the early professional brands in China engaged in the production of household liquid cleaning agents. It has three major series: clothing care, personal care, and home care, with a total of 64 varieties.
In addition to laundry liquid, it is particularly noteworthy that Blue Moon hand soap has also been leading the market for many years.
In 2000, Blue Moon launched aloe antibacterial hand soap; in 2001, targeting consumer usage scenarios, it launched chrysanthemum refreshing hand soap. Later, targeting consumer differences, it launched children's hand soap; in 2019, aligning with the consumption upgrade trend, it launched "Pure Enjoy Amino Acid Hand Wash." This light luxury hand wash is specially added with amino acid cleansing factors, providing a moist, smooth, rich, and dense micro-foam for a gentler and more comfortable experience.
It can be seen that **Blue Moon, with laundry and hand washing as core product categories, continuously iterates and segments to build a diverse product matrix.** Behind the continuous output and iteration of new products, supply chain and strong product R&D capabilities are the guarantees.
Whether seizing new traffic dividends or revolutionary product innovation, **entering the market and standing firm is only the first step. The next step is to actively build the backend supply chain and product R&D, with the goal of having the ability to build a multi-product matrix.** This is something innovative consumer brands must do.
Of course, the product matrix here is not scattered; it is built around a core category or lifestyle. Only in this way can accumulation and precipitation be formed, which is also the prototype of a brand in the next step.
The market changes, channels change, consumers change; without a continuously iterating product matrix, there is no influence in a category. Without influence, it is natural not to gain more attention and premium, allowing the enterprise to roll forward and grow.
**3. Continuous brand cultivation**
From the launch of the "Concentrated+" laundry liquid Machine Wash Supreme in 2015 to the Supreme Biotechnology laundry liquid in 2018, Blue Moon has been following the concept of "scientific washing," continuously breaking through technology to provide consumers with a better cleaning experience.
**Through continuous product innovation, the brand conveys its dedication to technology, thereby bringing consumers' "trust" in Blue Moon in the washing category.** Blue Moon is constantly deepening its brand. Consumers remember and prefer a brand not only because Blue Moon has achieved the "No.1" position, but because the brand concept it follows makes consumers feel, trust, and identify with it.
Innovative consumer brands must clearly understand that **products are the foundation and the carrier to solve consumer problems; the brand is the future and can continuously communicate with consumers.** Blue Moon, with the brand label of scientific washing, upgrades products and categories, and ultimately upgrades consumers' cleaning experience, building the brand along this line. This is also why Blue Moon has maintained the No.1 brand power for 10 consecutive years.
**-03-** **The environment changes, but the underlying logic remains the same!**
Some may wonder whether this "three-stage" approach still applies in the current market environment, where mobile internet has shortened connections with people, channels are increasingly fragmented, and the market is becoming more complex.
I believe that **even if the environment changes, the logic of forging a vibrant brand has not changed.** Gain insights into consumers' lifestyles, life scenarios, and consumption needs, and then translate them into product forms and functions. Through R&D and iteration, build a product matrix and create a moat for the enterprise in a certain category.
Taking laundry liquid and hand soap as examples, Blue Moon translates consumers' washing needs into product upgrades and innovations. Of course, if there is only the product matrix path, it may not form a vibrant brand; at best, it has brand awareness. In the later stage, Blue Moon, driven by technology, focuses on cleanliness consistently, allowing consumers to perceive Blue Moon's pursuit of technology and innovation, ultimately landing at the product level and forming a closed loop. What consumers perceive is not only the product but also the culture behind it, using the power of technology to continuously innovate washing. **Now, Blue Moon has taken the lead. I believe more and more local innovative consumer brands can succeed along this direction! With Blue Moon as a benchmark, Chinese innovative consumer brands are rising...**
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