---
title: "Value-Driven Long-Term Growth: How Blue Moon Creates a Win-Win Model"
description: "On April 18, Chnbrand, an authoritative Chinese brand rating agency, released the 2023 China Brand Power Index (C-BPI) rankings, with Blue Moon's laundry detergent and hand soap products ranking first for the 13th consecutive year (2011-2023). On April 20, at the 2023 China Consumer Goods Market Development Conference and the 31st China Market Commodity Sales Statistics Release Conference held in Beijing, Blue Moon's laundry detergent ranked first in market share for the 14th consecutive year (2009-2022), and its hand soap ranked first for the 11th consecutive year (2012-2022)."
author: "秦淮"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
telephone: "+8615854817671"
published: "2023-04-24"
language: "en"
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# Value-Driven Long-Term Growth: How Blue Moon Creates a Win-Win Model

> On April 18, Chnbrand, an authoritative Chinese brand rating agency, released the 2023 China Brand Power Index (C-BPI) rankings, with Blue Moon's laundry detergent and hand soap products ranking first for the 13th consecutive year (2011-2023). On April 20, at the 2023 China Consumer Goods Market Development Conference and the 31st China Market Commodity Sales Statistics Release Conference held in Beijing, Blue Moon's laundry detergent ranked first in market share for the 14th consecutive year (2009-2022), and its hand soap ranked first for the 11th consecutive year (2012-2022).

On April 18, Chnbrand, an authoritative Chinese brand rating agency, released the 2023 China Brand Power Index (C-BPI) rankings and analysis report. Blue Moon's laundry detergent and hand soap products ranked first in the C-BPI industry brand power index for the 13th consecutive year (2011-2023). On April 20, at the 2023 China Consumer Goods Market Development Conference and the 31st China Market Commodity Sales Statistics Release Conference held in Beijing, Blue Moon's laundry detergent ranked first in market share for the 14th consecutive year (2009-2022), and its hand soap ranked first for the 11th consecutive year (2012-2022). Winning two major awards in one week, I think industry practitioners can't help but wonder: **"It's rare in the industry to win the championship in a category for over a decade. How does Blue Moon do it?"** This article takes the perspective of a channel observer to see what Blue Moon has done to achieve today's success in an era where "product is king, brand is king" is deeply recognized. As channel partners, you can also use Blue Moon as a reference model to more accurately select high-quality upstream brand partners.
**Product is King** The carrier of business for channel distributors or dealers is the product. For channel partners, the understanding and focus on a product revolve around two core dimensions: **First, does the current product sell well?** **Second, can the current potential new product become a bestseller in the future?** Current sales performance builds confidence, while future bestseller potential drives profitability. The key criteria for judging sales performance and potential are whether the company can continuously and accurately洞察 consumer demand changes. Simply put, whether a product is good or not, whether it has potential, and whether it can sell well—these are tactical issues like packaging, appearance, price, and promotions. The real root issue is: **Can the company hit the current and future changes in consumer demand? Can it grasp and洞察 trends to launch corresponding products to meet demand?** Around 2008, the Chinese washing market was mainly dominated by laundry powder. Blue Moon recognized the advantages of liquid laundry detergent, such as easy dissolution, easy rinsing, and being gentle on clothes. They overcame technical difficulties, launched and promoted liquid detergent, and opened the era of liquid detergent in China. Blue Moon's Deep Clean Laundry Detergent became the beloved "big blue bottle" and has remained popular for decades. Subsequently, starting in 2011, Blue Moon launched specialized detergents for hand washing, baby clothes, travel, and underwear, up to the current sports laundry detergent. Similarly, in the hand soap category, they launched aloe antibacterial hand soap, children's hand soap, automatic soap dispensers, and no-rinse antibacterial hand soap. Looking back now, the market has validated that the washing industry is showing a trend of diversification and segmentation; the era of one product solving all problems is over. In fact, as early as 2013, Blue Moon began advocating the concept of "special products for special uses," demonstrating its forward-looking insight and outstanding product R&D capabilities. The sports laundry detergent launched by Blue Moon in 2022 is another proof. As we all know, sports has become a lifestyle, with various sports activities and fitness exercises becoming increasingly popular. Around laundry scenarios, "removing sweat odor and inhibiting sweat odor" has become a pain point for consumers in clothing care, but it hasn't been well addressed in the past. Blue Moon detected this demand early, planned ahead, and leveraged its professional technical advantages in the washing field to develop new products that can remove and inhibit sweat odor while protecting the performance of quick-drying fabrics, allowing more consumers to achieve "sweat without odor." Under the trend of national fitness, this sports washing product is showing potential as a big hit. Always focusing on demand insight and continuously extending product upgrades and iterations, I think this is the key to sales and popularity: **Lifestyles change, demands change—can you launch corresponding products ahead of time or at the right time?** That's Blue Moon's practice on the consumer demand side. Now let's look at category upgrades. In 2015, Blue Moon broke through technical difficulties and launched the first pump-dispensed "concentrated+" laundry detergent, the Machine Wash Supreme. Subsequently, in 2018, Blue Moon upgraded to launch the Supreme Biotechnology Laundry Detergent. This is an innovative iteration based on scientific and technological R&D, driving the development of the category. Unlike some companies that focus more on chasing trends and hot topics in product iteration, following market competition strategies and launching products reactively, Blue Moon is completely different. **It starts from consumer demand scenarios and category technology innovation to create products that consumers will need tomorrow, laying out plans early and waiting for the trend to arrive.** Of course, this is also inseparable from Blue Moon's founder Luo Qiuping, who is a professional in the field. Luo Qiuping, a graduate of Wuhan University's Chemistry Department, emphasized in a media interview, "Making the best products and achieving perfection in products is Blue Moon's belief, and these are unshakable." What does "product is king" mean? Based on Blue Moon's practice, my understanding is that on one hand, it means continuously meeting consumer needs, especially as lifestyles and demands change, with ongoing product innovation; on the other hand, besides meeting current consumer demands, it also means leading category upgrades based on professional capabilities and scientific technology. It's already difficult for a company to continuously洞察 changes in consumer demand in the new era and launch new products accordingly. If it can also persist for decades in scientific research breakthroughs around product categories and lead industry development, such a company is clearly worthy of long-term deep cooperation. For channel partners, finding an upstream manufacturer to deeply cultivate the local market is not a short-term cooperation of one or two years or four to five years; it often means considering a business that takes root for decades or even longer. At this time, choosing brands that insist on continuous洞察 and deep cultivation in product development is likely a safe bet.
**Brand is King** The era of massive traffic and rough growth is becoming a thing of the past. The analysis report from brand consulting agency Chnbrand points out that in the post-pandemic era, brand internal review, reshaping, and activation are timely. Rapidly responding to adapt to external environmental changes, integrating core brand values into the expression of the times, and closely linking brands with consumers through comprehensive brand iteration—only by truly understanding the present can one seize market opportunities and achieve brand power growth. Blue Moon's approach to solving this is: thinking about its own brand value, building connections with users, and unswervingly following the knowledge marketing route. The so-called knowledge marketing route is Blue Moon's long-term expert strategy, which helps consumers truly solve washing problems and creates value for them through comprehensive, three-dimensional washing knowledge popularization. Specifically, Blue Moon has established a fully functional consumer service center, set up dedicated teams on e-commerce platforms and social media, and opened a 7x24-hour 400 customer service hotline. On various social media platforms, it continuously outputs scientific cleaning knowledge and washing tips. Offline, it dispatches cleaning consultants with rich knowledge of cleaning and care to channels such as supermarkets and hypermarkets to interact with consumers. In summary, knowledge marketing is about scientifically and pragmatically popularizing cleaning knowledge day after day. Strictly speaking, consumers don't just need a certain product; they need a complete set of cleaning solutions including products and methods. We can clearly feel that Blue Moon's brand marketing path is quite pragmatic. It doesn't deliberately chase hot traffic or follow emotional trends. Instead, it acts like a "science professor or gardener," being scientific and pragmatic, continuously reinforcing the impression of a cleaning expert, and sowing seeds for consumers' clean lives. What is a brand? It's the consumer's mental perception of the three characters "蓝月亮" (Blue Moon). A brand is the personification of a company's operations. If a person persists for decades, focusing on one thing without wavering, consumers will believe in you, recognize you, and use you.
**Conclusion** Although the Chinese consumer market trends are constantly evolving, the underlying logic of competition has always been the contest of product power and brand power. Product is 1, and brand and marketing are 0. Products create value, while brand and marketing make users perceive that value; together they serve consumers. With good products, and then continuously adding zeros after the 1 through brand and marketing, driven by value and based on long-term operations, and in cooperation with channel partners across the country, the market can be solidly advanced. Blue Moon has chosen this path: **creating increment through value, rather than merely competing for existing market share, ultimately driving sustained performance growth and achieving a win-win situation for the enterprise, consumers, and channel partners.** After reading this, I think industry practitioners can understand why Blue Moon has been able to remain a category champion for decades.


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