On April 18th, the “2024 Conference on Development of China’s Consumer Goods Market cum 32nd China Retail Consumption Statistical Analysis Results Conference”, co-organized by the China General Chamber of Commerce and China National Commercial Information Center, was held in Beijing. ?Themed “Advance steadily and improve efficiency, Go with the flow”, the conference had industry leaders and experts interpreted economic policies and the consumption environment, sharing findings of in-depth analysis and research on market conditions and brand information, relating ?intelligence supportive of development of the consumer goods market and brands.
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Results of China’s 2023 retail consumption statistical analysis were also released. Among the best-selling brands in the market in 2023, Blue Moon continued to lead in the daily chemical industry segment, with its?liquid laundry detergent claiming overall the biggest market share for 15 consecutive years (2009-2023) and its liquid soap for 12 consecutive years (2012-2023), beating similar products.
How does Blue Moon stay ahead of similar products and make the top spots in comprehensive market share for over a decade in a market increasing competitive?
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Focusing on cleaning for 32 years ??Technological innovation underpins the 16-year cleaning classic ?
As understood, Blue Moon, which was founded in 1992, is committed to the principle of “providing cleaning solutions with heart and soul” and has worked hard in the daily chemical industry for 32 years. During this period, it has put consumer demand first, sought power from technological innovation and assurance from maintaining top product quality. By consistently launching professional and leading products, it has driven the advancement of China’s household cleaning products, as well as the upgrade and change in the way Chinese consumers clean.
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2008 was an important watershed in the development of Blue Moon and also a year of transformation of the domestic cleaning market. Prior to this, washing powder dominated the laundry market, with liquid laundry detergents having a less than 4% of market share. At the time, people’s living standard was rising and consumers were becoming more discerning in picking cleaning products. In addition to removing stains, they wanted also better laundry experience.
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Alive to those needs, Blue Moon seized the opportunity, overcame technical hurdles and launched a high performance liquid laundry detergent, which it promoted nationwide. With such merits as easy to dissolve, easy to rinse, and gentle on clothing, the product gave consumers a new laundry experience like never before，which??“disrupted” the domestic laundry detergent market, and opened the “l(fā)iquid” detergent era in the country.
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To date, Blue Moon’s liquid laundry detergent products?have thrived for 16 years and continued to win the heart of consumers. Being the cleaning companion of Chinese families, they have given consumers ever better cleaning experience.
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“Disrupted” the market a second time ???Introduced innovative concentrated laundry detergent technology
Upholding the value of "excelling for users”, Blue Moon has never stopped pursuing ?technological innovation.
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2015 was the year the consumption pattern in China changed. That year, consumption ?became the primary driving force of economic growth of the country. Along with the change in consumption structure, consumers became more demanding on living standards and consumption quality. The same year, Blue Moon developed the first liquid laundry detergent with a pump dispenser, the first in China, and named it “Blue Moon Machine Wash Supreme Concentrated Plus Laundry?Detergent”. The product sparked the second round of reform of the Chinese laundry market and drove the upgrade to concentrated products in the industry.
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Concentrated detergents boast stronger power to remove stains, higher effectiveness and are more environmentally friendly. They were at the time already the predominant choice in developed countries, such as the United States and Japan, claiming more than 98% of the market, when in China, they had a less than 4% of market share. Heeding that, Blue Moon’s R&D team spent three years on testing more than 1,000 formulas, and after performing more than 10,000 tests, a “concentrated+” liquid laundry detergent with up to 47% active ingredients was born. According to the "Technical Specification of Concentrated Detergent Mark Product (Liquid Detergents for Clothing)", regular liquid laundry detergents should contain active ingredients of more than 15% and for concentrated detergents at least 25%. As for those carrying the "concentrated detergent mark", they need to have 30% active ingredients and those labelled ?“concentrated+” up to 45%.
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To provide consumers with a better usage experience, Blue Moon has also worked hard on product packaging. After investigating the laundry habits and laundry detergent dosages used by three-member families in China, Blue Moon came up with a pump dispenser that can accurately dispense 8 grams of liquid detergent at each pump with one hand, and enough to clean eight pieces of clothing. As a product tailored for Chinese families, it does not only promise consumers relaxing and convenient washing experience, but can also significantly reduce packaging materials and overall carbon emissions associated with doing laundry, thus is more environmentally friendly.
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Since its launch, the supreme liquid laundry detergent?embedded with “future?laundry technology” has stood the test of time and become more and more popular with consumers. In the present fast-paced era, the public also need to do laundry efficiently, thus more and more people are choosing the quick wash mode when using their washing machines. However, in the 15-minute quick wash mode, cleaning only take up 3.5 minutes. Thus, proper cleaning of clothes hinges on such key factors as the cleaning power, dissolving speed and foam volume of a detergent. Therefore, Blue Moon came up with the innovative "supreme instant dissolving technique", with the liquid laundry detergent adopting a stable low-viscosity technology allowing it to dissolve instantaneously in water and fully release cleaning ingredients in the quick wash mode. At the same time, of an internationally advanced low-foaming formula, it ?is clear of all residues after just one to two rinses, hence the fewer rinses of the quick wash mode is not a worry. In addition, the Supreme liquid laundry detergent itself contains 47% of active ingredients giving it superb cleaning power. As such, it can complete cleaning quickly leaving no residue even when consumers choose to use the 15-minute quick wash mode.
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In addition, in recent years, Blue Moon has continued to put more effort into developing and upgrading its supreme biotech liquid laundry detergent. It has adopted innovative cleaning technologies such as "biological stain removal," "anti-stain re-deposition" and "fiber sorting", to offer consumers “disruptive” cleaning experience plus enrich the high-end laundry detergent market of the country. Moreover, pinpointing the demand of consumers for differentiated products, Blue Moon has also introduced liquid laundry detergents for deep cleaning, sportswear, removing bacteria and odours to enrich its Supreme product series, while providing consumers with satisfying experience in different cleaning scenarios. The product series is well-received, with for example, in Blue Moon’s flagship store on JD.com, its bacteria and odour removal power receiving 100% good review. The liquid laundry detergent series for sportswear has also been a hit among consumers with the country advocating exercise and fitness for all. ?It has remained at all times on top of the Tmall Single Best-selling Sportswear Liquid Laundry Detergent List.
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Creates all-round cleanliness ??Helps people clean worry-free
Aware of the growing market differentiation trend, Blue Moon has continued to improve its diversified product matrix to meet the ever-increasing demand of consumers for diversified and personalised cleaning, to the end of giving consumers an all-round cleaning experience.
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Apart from fabric cleaning and care, Blue Moon has also kept expanding its personal hygiene and home care product matrix. In the personal hygiene arena, it has launched personal care products such as rinse-free anti-bacterial liquid soap, and moisturising foaming liquid soap to meet the specific needs of consumers in cleaning their hands. It is worth noting that, with high-quality products that give consumers great usage experience, Blue Moon liquid soap has been the preferred choice of consumers for 12 consecutive years. Furthermore, in 2023, the Group launched the Jingxiang foaming shower gel series opening new usage scenarios in the personal hygiene realm. Featuring “cleaning at one rinse”, the product agrees with the fast-paced lifestyle of consumers today. As for home care, Blue Moon has launched products such as the Tianlu utensil, fruit and vegetable wash (天露餐具果蔬潔凈精華), Oil and grease stain foam remover (泡沫型油污克星) and Weinuo Mold Remover (衛(wèi)諾除霉劑) to help consumers solve household cleaning problems more easily.
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After more than 30 years of intensive development, Blue Moon now has an ever-expanding product portfolio that covers close to 100 products, forming a product matrix with three main categories, namely fabric care, personal hygiene, and home care products. These refined and professional products which address all cleaning scenarios have allowed consumers to meet their cleaning needs with ease and worry-free.
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Continues to create high-value services with consumers at heart
As a professional household cleaning solutions provider in China, Blue Moon believes good products must have the complement of scientific methods and quality services to effectively help consumers solve their cleaning issues.
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To this end, Blue Moon has resorted to "knowledge marketing" to continuously relate to consumers knowledge of scientific and professional ways to use cleaning products and washing tips. In fact, Blue Moon has set up a professional and sound consultation service system, with 400 24-hour hotlines and a dedicated team which, through online and offline marketing, communicate cleaning knowledge to the public. In recent years, Blue Moon has also launched diversified marketing pivoted on "knowledge marketing" to give consumers enriched service experience. For example, the “Amazing Future Laundry Technologies” project initiated by Ocean Engine, Xinhua News Agency and Blue Moon will soon kick off. The edutainment project aims to let consumers understand stains and learn scientific principles to help them select effective products, grasp correct ways to use products, therefore bolster their overall cleaning knowledge and let more consumers visualise the clean lifestyle to look forward to in the future.
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With years of practical experience, Blue Moon has built a “product+method+service” value model. With thorough understanding of consumer needs, the Group has continued to develop effective and high-quality products, as well as convenient and scientific washing methods, so as to provide consumers with high-value cleaning solutions.
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It is apparent that Blue Moon’s liquid laundry detergent and liquid soap have been able to claim the largest market shares for years and stay strong in the ever-changing and competitive market because Blue Moon has shrewd judgement in relation to the consumption upgrade in the country, strong R&D strengths and the innovative gene, enabling it to provide high-value products, methods and services that win consumers’ support. Looking ahead, Blue Moon will push to fully realise its professional advantages, and develop more high-quality, diversified and differentiated products to help consumers pursue good and clean lifestyle.
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