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China News Service, July 26: In the first half of this year, Blue Moon, a leader in daily chemicals, has seen a high growth in performance. According to the 2024 semi-annual performance forecast recently released by Blue Moon, in the first half of 2024, the company's revenue will increase by no less than 38% year-on-year. Among them, sales from new e-commerce channels increased by about 4.5 times compared with the first half of 2023. At the same time, the company's gross profit and gross profit margin increased in the first half of the year.

At the same time, Blue Moon's concentrated laundry detergent, which has been in development for a long time, also ushered in a bumper harvest, and the sales of the Supreme Laundry Detergent exploded in the first half of the year. In this year's 618 promotion, Blue Moon topped the industry rankings on multiple platforms such as JD.com and Douyin. Among them, Blue Moon Supreme Laundry Detergent is even more popular. In the 618 Super Brand Day event of Douyin Mall, the total GMV of Blue Moon's Supreme Biotechnology Laundry Detergent Set exceeded 210 million. And in a live broadcast on June 30, Blue Moon sold more than 800,000 Supreme hit combinations on the spot.

The remarkable sales performance of Supreme is a milestone. This means that consumers have gradually accepted and recognized Supreme's new "concentrated +" product, and the market penetration and popularity of concentrated products are expected to accelerate further. In this process, Blue Moon not only promoted the quality upgrade of consumers' lifestyles, but also led the industry's concentrated upgrade and entered a new era of laundry.

　　Vigorously promote concentrated products and usher in market explosion

The sales explosion of Zhizun is not accidental. In the context of consumption upgrading, consumers have higher expectations for food, clothing, housing and transportation, and the same is true for clothing cleaning.

As a "concentrated +" laundry product, Supreme is a groundbreaking product in a new laundry form. From a large bucket weighing by kilogram to a lightweight handheld bottle, from the traditional laundry detergent bottle mouth that is difficult to control the dosage to the precise discharge of liquid by lightly pressing the pump head, it brings consumers a brand new laundry experience. Supreme has an active matter content of up to 47%, has excellent cleaning power, is worry-free and convenient, and is energy-saving and environmentally friendly. It can bring an innovative laundry experience and help consumers achieve a quality upgrade in their lives. Furthermore, for the industry and the whole society, concentrated products have environmentally friendly properties. The promotion of such products will be conducive to the green transformation and upgrading of the laundry industry and will also help the public form a green lifestyle.

As a promoter of industry innovation, Blue Moon shoulders the mission of upgrading consumer experience and continuously promoting industry reform. Therefore, the Blue Moon team spent three years and conducted tens of thousands of tests before successfully launching Supreme Laundry Detergent in 2015. As a "concentrated +" laundry product, Supreme Laundry Detergent has a lighter packaging, requires less usage, and only requires 1-2 rinses to be clean and residue-free. These features are different from consumers' perceptions of traditional laundry detergents. However, with its outstanding product strength, Supreme Laundry Detergent continues to gain and accumulate market recognition.

At the same time, Blue Moon has also been insisting on market education and popularization of concentrated laundry products, and continuously strengthening public awareness and recognition. This includes launching the "Supreme Clean Journey" event, inviting users from all over the country to visit Blue Moon's Guangzhou laundry research base to understand the principles of laundry and convey scientific laundry knowledge. Since the beginning of this year, Blue Moon has also increased strategic investment, focusing on changes in consumer demand, and continuously adjusting and optimizing product launches and optimizing the sales model of various online platforms to achieve linkage effects between various e-commerce platforms and better reach and satisfy consumers.

From the outstanding performance of Blue Moon in terms of performance and sales volume of Supreme in the first half of the year, it can be seen that its market education and marketing innovation measures over the years have achieved significant results. The continuous improvement of the market recognition of Supreme has also accelerated the penetration and popularization of "concentrated +" laundry detergent in the market, promoted the concentrated upgrade of the laundry industry, and pushed the industry into a new era of laundry.

　　Deeply rooted in innovation, Blue Moon continues to be favored by the capital market

Looking back on its development history, Blue Moon has always been a company with a strong innovative gene.

Back in 1992, the domestic laundry detergent market was still dominated by laundry powder, with laundry liquid accounting for a relatively small proportion. However, Blue Moon keenly perceived the changes in consumer demand and successfully developed a deep cleansing laundry detergent in 2008, which was first introduced to the national market. This innovative move not only met consumers' new demands for mild and easily soluble laundry products, but also pushed the Chinese laundry detergent market into the "liquid" era.

Since then, Blue Moon has continued to deepen its roots in the laundry industry, continuously launching a number of innovative products including Supreme Laundry Detergent to meet consumers' diverse and personalized cleaning needs and continue to lead consumers to upgrade their experience. To date, it has formed a rich product matrix with nearly 100 product types covering three major categories.

Behind Blue Moon's rapid development in the market is the strong support of investment institutions that exist like "military advisors". The most noteworthy one is the story of Hillhouse Capital, the "mentor".

According to public data, in 2010, Hillhouse Capital invested US$45 million in Blue Moon's Series A financing, and added US$1.03 million in 2011. Before the IPO, Hillhouse Capital held a 10% stake in Blue Moon, making it the earliest and largest external investor and the second largest shareholder of Blue Moon.

Hillhouse Capital, with its deep industry insight and rich investment experience, has provided Blue Moon with valuable strategic guidance and resource support. With the joint efforts of both parties, Blue Moon has not only achieved leapfrog growth and become a "national-level" brand, but has also achieved comprehensive improvement in product research and development, brand building, market expansion, etc. Hillhouse Capital's investment is not only a recognition of Blue Moon's development prospects, but also an affirmation of its continuous innovation capabilities and market leadership.

Today, Blue Moon continues to be favored by the capital market with its strong innovation capabilities and deep market insight. Guotai Junan Research believes that Blue Moon is the leader in the domestic home cleaning and maintenance industry. After 30 years of development, it has been operating steadily, continuously developing specialized products in niche areas to lead the incremental market, and the results of its all-round channel reform are gradually showing, and its profit side is expected to be restored. (China News Service APP)