Zhitong Finance App learned that on April 18, the “2024 China Consumer Goods Market Development Conference and the 32nd China Market Product Sales Statistics Results Conference”, co-hosted by the China Chamber of Commerce and the All-China Business Information Center, was held in Beijing. With the theme of “Steady progress and efficiency”, the conference invited industry leaders and industry experts to interpret economic policies and consumption environments, thoroughly analyze and study market conditions, share relevant results and brand information, and provide information support for the consumer goods market and brand development.

The conference released the results of the 2023 Chinese market product sales statistics. Among the leading brands in market sales in 2023, the daily chemical brand Blue Moon continued to lead, ranking first in the overall market share of similar products for 15 consecutive years (2009-2023) and hand sanitizer for 12 consecutive years (2012-2023).

At a time when market competition is becoming more intense, it has consistently ranked first in the overall market share of similar products for more than ten years. How did Blue Moon achieve this?

Focus on cleaning for 32 years, scientific and technological innovation, create 16 years of clean classics

According to information, Blue Moon was founded in 1992 and has been deeply involved in the field of daily chemicals for 32 years, adhering to the purpose of “washing with one heart”. During this period, Blue Moon has always taken consumer demand as the starting point, scientific and technological innovation as the driving force, and consistent quality as the guarantee of effectiveness. It has continued to launch professional and leading products, driving the transformation of Chinese household cleaning products, and upgrading and changing the way Chinese consumers wash.

2008 was an important watershed in Blue Moon's development and a year of transformation in the domestic washing market. Prior to that, the domestic laundry detergent market was dominated by washing powder, accounting for less than 4% of laundry detergent. At the time, people's living standards were constantly improving, and consumer demand for washing products was also upgrading. In addition to satisfying basic decontamination power, they also needed a better laundry experience.

Insight into the trend of rising consumer demand for laundry, Blue Moon seized the opportunity, broke through many technical difficulties to launch deep clean laundry detergent, and took the lead in vigorously promoting it throughout the country. Advantages such as laundry detergent being easy to dissolve, easy to rinse, and gentle on clothes brought consumers a breakthrough laundry experience. Blue Moon also disrupted the domestic laundry detergent market, thus opening the curtain on the “liquid” era of laundry in China.

Today, Blue Moon Deep Cleaning Laundry Detergent has been in existence for 16 years. Laundry detergent products represented by this product also continue to be favored by consumers, always carefully accompanying Chinese families and continuously improving consumers' cleaning experience.

Disrupt once again to create future laundry technology by concentrating

Adhering to the value of “better for users”, Blue Moon has never stopped innovating in science and technology.

2015 was a year of change in China's consumption pattern. In this year, consumption became the first driving force for China's economic growth. The consumption structure changed, and consumers had higher requirements for living standards and quality of consumption. It was also in this year that Blue Moon developed the first domestic metered “concentrate+” laundry detergent with a metered pump head — machine wash premium laundry detergent, once again revolutionizing the Chinese washing market and promoting industry concentration and upgrading.

Concentrated detergents have the advantages of stronger decontamination power, more efficiency, and more environmental protection. At the time, they were already the mainstream choice in developed countries such as the United States and Japan, accounting for more than 98% of the market, and less than 4% in China. Under these circumstances, the Blue Moon R&D team spent 3 years testing more than 1,000 formulations. After more than 10,000 tests, they developed a “concentrated +” laundry detergent with an active substance content of up to 47%. According to the “Technical Specification for Concentrated Detergent Marked Products (Liquid Detergent for Clothing)”, ordinary laundry detergent requires an active substance content of 15% or more, while the concentrated type must reach 25%, while products with a “concentrated detergent mark” must have an active substance content of 30%, and “concentrated +” must reach 45%.

In order to bring consumers a better user experience, Blue Moon has also put a lot of effort into packaging. By investigating the washing habits and usage of a family of three in China, we have developed a pump head package that can accurately discharge 8 grams of liquid. By easily pressing the pump head with one hand, you can wash 8 pieces of clothes with one pump. As a tailor-made product for Chinese households, it not only brings consumers an easy and convenient washing experience, but also greatly reduces packaging consumption and overall carbon emissions for washing, making it more environmentally friendly.

Since its launch, Extreme Laundry Detergent with its own “Future Laundry Technology” has also been tested by the times and has become more and more popular with consumers. As far as the present is concerned, in the fast-paced lifestyle, the public also pursues efficiency in laundry, and more and more people choose the quick washing machine mode when washing clothes. However, in the 15-minute quick wash mode, washing takes only 3.5 minutes. If you want to wash clothes, the key is cleansing power, dissolution speed, and amount of foam. To this end, Blue Moon Innovation proposed “Extreme Instant Dissolution”, that is, by using low-viscosity stabilization technology, the product dissolves instantly in water, and can also fully release clean ingredients in quick wash mode; at the same time, it also uses an internationally advanced low-foam formula, which can be rinsed 1-2 times without leaving any residue, and there is no need to worry about rinsing too few times in the quick wash mode; in addition, Extreme Laundry Detergent itself has 47% active substance content, and has the characteristics of super cleansing power, so that Extreme Laundry Detergent can also be quickly cleaned without leaving any residue in the 15-minute quick wash mode.

Furthermore, in recent years, Blue Moon has continued to expand, develop and upgrade premium biotech laundry detergents, innovatively using washing technologies such as “biological stain removal,” “stain redeposition,” and “fiber finishing,” bringing disruptive washing experiences to consumers and enriching the high-end domestic clothing detergent market. In addition, based on the segmented needs of users, Blue Moon has also launched a deep cleansing, sports effect, antibacterial and deodorizing laundry detergent, which enriches the premium series of products to meet the user's cleaning experience in diverse scenarios. The series of products are widely praised. For example, the anti-bacterial and deodorant laundry detergent has a 100% praise rate at Blue Moon's flagship store, and the sports laundry detergent series is also particularly popular among consumers because it fits the current national fitness trend. It is at the top of Tmall's daily sales list - Tmall Sports Laundry Detergent Hot Selling List all year round.

Create panoramic cleaning to help the whole nation be clean and worry-free

Insight into the increasing trend of market segmentation, Blue Moon continues to improve its diverse product matrix to meet growing diversified and personalized cleaning needs and bring a panoramic cleaning experience.

In addition to clothing cleaning and care, Blue Moon is also continuously enriching the product matrix for personal care and home cleaning care. For example, in the field of personal cleaning and care, personal care products such as disposable disinfectant hand sanitizer and pure enjoy moisturizing foam hand sanitizer have been introduced to meet the needs of consumers for hand cleaning in segmented scenarios. It is worth mentioning that with high-quality products and experiences, Blue Moon hand sanitizer has been the first choice of consumers for 12 consecutive years. In addition, in 2023, the Clean Enjoy Foam Body Wash series will also be launched to expand new personal care scenarios. The product satisfies consumers' fast-paced lifestyle with one-shot cleansing characteristics. In terms of household cleaning and care, Blue Moon has launched products such as Tianlu Tableware Fruit and Vegetable Cleansing Essence, Foaming Oil Stain Buster, and Weinuo Mold Remover to help consumers solve household cleaning problems more easily.

After more than 30 years of intensive cultivation, Blue Moon's product system has been continuously expanded. Currently, it has nearly 100 products, forming a product matrix covering the three major categories of clothing cleaning, personal cleaning care, and home cleaning care. It is detailed and professional, helping consumers achieve an easy and efficient cleaning experience in all scenarios, and help the whole nation be clean and worry-free.

Continuously create high-value services with consumers as the core

As a professional household cleaning solution provider in China, Blue Moon has always believed that good products require scientific methods and excellent service to truly solve cleaning problems for consumers.

To this end, Blue Moon implements a unique “knowledge marketing” path and conveys scientific and professional product usage methods and washing knowledge to consumers through continuous scientific washing teaching and services. Specifically, Blue Moon has established a professional and sound consulting service system to deliver clean knowledge by opening a 7×24 hour 400 customer service hotline and online and offline marketing by dedicated teams. In recent years, Blue Moon has also developed diversified marketing based on “knowledge marketing”, bringing a richer service experience. For example, the “Amazing Future Laundry Technology” project, which was recently jointly launched by Giant Engine, the Xinhua News Agency client, and Blue Moon will soon be launched. The project aims to help consumers understand the truth about stains, learn scientific principles, choose effective products, and master the correct way to use products in an educative and entertaining manner, comprehensively raise consumers' perception of cleanliness, and enable more consumers to meet the clean life of the future.

After years of practice and experience, Blue Moon has formed a “product+method+service” value model. By understanding consumer needs, Blue Moon continues to develop efficient, high-quality products and convenient and scientific washing methods to provide consumers with high-value household cleaning solutions.

From this perspective, Blue Moon laundry detergent and hand sanitizer have been at the top of the industry for many years, and can “endure for a long time” in rapidly changing market competition, providing users with high-value products, methods and services based on a sharp judgment on the wave of consumption upgrades, deep R&D accumulation, and innovative genes. This is also the key for Blue Moon to continue to win over consumers. Looking to the future, Blue Moon will give full play to its professional advantages and develop more high-quality and diversified segmented products to help consumers live a beautiful and clean life.