Articles by 胡落英

Blue Moon, Can You Still Carry the Banner of Industry Leader?

Blue Moon, a local daily chemical company that established itself in the fiercely competitive market with toilet cleaner and collar cleaner, was at a loss before the 21st century: these were niche categories, merely a ticket into the broader daily chemical market. Founder Luo Qiuping, a chemistry graduate from Wuhan University, had a keen eye for market opportunities. He boldly focused on hand sanitizer, persisting despite early failures by competitors, and seized the opportunity during the 2003 SARS outbreak to create and dominate the hand sanitizer category. Later, he entered the laundry detergent market in 2008, quickly becoming the market leader. However, marketing is not a sprint but a marathon, and Blue Moon now faces challenges from competitors, brand extension issues, and organizational instability.