Blue Moon won the "Most Growing Listed Company in Large Consumer Industry" award, and its long-term value can be expected

On December 24, the "2021 11th China Listed Companies Word-of-Mouth List" selection sponsored by the Daily Economic News was officially announced. The selection focuses on the identification and screening of core indicators such as financial indicators, public opinion data, industry reputation, and management status of listed companies, and has been actively voted by thousands of investors online and offline, representing hundreds of trillions of funds, and scientifically and professionally selected listed companies that focus on their main business and adhere to value development.

In this selection activity, China's daily chemical leader Blue Moon Group (06993, HK) successfully won the "Most Growing Listed Company in the Large Consumer Industry" award, which is well deserved! As the comprehensive daily chemical group with the largest comprehensive market share of laundry detergent for 12 consecutive years, Blue Moon has gradually grown into a well-known provider of full-service home cleaning solutions in China after nearly 30 years of deep cultivation, and has still ranked first in the sales of similar sales on major platforms.

For a company that has been established for nearly three decades, it is not easy to maintain high growth, which is behind the long-term in-depth insight and continuous innovation of home cleaning needs, the reluctance to stop exploring the market courage and determination, and a high sense of responsibility for the environment and society. The hard power of product innovation and channel development, and the soft power of ESG construction together constitute the long-term value of Blue Moon Group, and the future growth can be expected.

Continuous innovation subdivision of categories to open up business imagination space

When it comes to blue moon, the most familiar thing is the blue bottle of laundry detergent. In the past ten years, Blue Moon has cultivated the domestic laundry market with the super large single product of laundry detergent, so that consumers' laundry habits have achieved the transformation from powder to liquid, and Blue Moon has also reaped the rich fruits of being a market pioneer, and laundry detergent has won the first place in the comprehensive market share of similar products for 12 consecutive years (2009~2020).

Blue Moon does not stop here, but dares to "bet" on new areas, continue to explore the subdivision needs of home cleaning, and continue to explore innovation in sub-industries such as personal cleaning and home cleaning. In 2011, Blue Moon Group creatively put forward the concept of "special products", and in 2015, blue moon washing research institute was established to develop and evaluate laundry products and methods. By the end of 2020, Blue Moon has obtained 678 registered trademarks and 158 patents in China.

Long-term silent cultivation in innovation and research and development, Blue Moon has achieved more innovative results in the field of segmentation. In 2020, it has successively launched foam antibacterial hand sanitizer and dishwashing net flower, automatic mobile phone washing, no-wash bacteriostatic hand sanitizer, and successfully upgraded a number of products such as concentrated softener, blue moonlight stain net and net enjoy amino acid hand sanitizer; in the first half of 2021, it launched a number of new products such as new automatic washing mobile phones, underwear special laundry detergent, sterilization and deodorant laundry detergent, washing machine cleaner, multi-purpose sterilization liquid and hand sanitizer, highlighting the strong R&D innovation and landing ability.

Today, Blue Moon Group has grown into a complete home cleaning solution provider covering three categories: laundry cleaning care, personal cleaning care and home cleaning care. Through a more diversified product structure, Blue Moon Group has met the needs of consumers in different home and personal cleaning scenarios, adapted to the current trend of consumption classification and demand personalization, opened up the imagination space for business growth, and the advantages of comprehensive daily chemical group have initially emerged.

Guojin Securities Research Report analysis pointed out that with the product upgrade derivatives, sinking market consumption upgrades, the epidemic to promote health awareness, jiaqing industry has structural opportunities, it is expected that by 2024 the overall scale of the industry is expected to reach 154.44 billion yuan, 2019 to 2024 compound annual growth rate of 5.4%. Local leaders have advantages in some categories, but there is a large space in the layout of multiple categories and brands, and the rise of all-round enterprises may be expected.

In the future, Blue Moon Group also plans to continue to improve the variety of products and services to provide consumers with a better experience. In its 2021 semi-annual report, Blue Moon Group said it will continue to focus on new product development, upgrade existing products based on customer feedback and industry expertise, and expand new product categories.

Dig deep into emerging channels and reach consumers in multiple ways

Blue Moon adheres to the principle of "taking consumers as the core", constantly improves the channel system, integrates online and offline resources, and creates a convenient consumer experience for consumers. This year, Blue Moon Group continued to optimize and expand channels, so that the ability of each channel to reach consumers was further released.

First of all, in the traditional offline channels, Blue Moon Group has classified management of distribution channels this year to ensure that product distribution covers more stores and improve the product shop rate of stores, and to achieve more accurate resource allocation according to the corresponding market demand of each channel. At the same time, Blue Moon Group has increased its in-depth penetration of the downtown areas of all large cities in China and even counties, towns and villages, and dug deep into the sinking market.

Second, in terms of e-commerce channels, Blue Moon Group actively laid out various e-commerce channels as early as 2012 and reached cooperation with Tmall, JD.com and other platforms. As one of the earliest daily chemical enterprises in the industry to lay out online channels, Blue Moon has the advantage of first mover such as platform and resources, and firmly grasps the online channel dividend.

Third, in recent years, the consumer market has shown a trend of accelerating the integration of online and offline, and Blue Moon has also actively embraced emerging platform opportunities to deeply reach every consumer with more diversified channels. According to Blue Moon Semi-annual Report, in the first half of this year, Blue Moon Group completed the national O2O strategic planning, and the market share ranking of Jingdong Dajia rose rapidly. In addition, this year, Blue Moon Group also laid out online live broadcast platforms (including Douyin and Kuaishou), focusing on the use of self-operated accounts for sales and marketing activities, and sold products on large-scale fresh e-commerce platforms such as Dingdong Grocery Shopping, Daily Excellent Fresh and Pupu Fresh.

The omni-channel layout and refined operation have boosted Blue Moon to continue to seize opportunities and continue to rejuvenate.

Adhere to the concept of green carbon reduction, assume social responsibility

The concept of sustainable development is an important evaluation criterion for the growth of listed companies. When pursuing economic benefits, listed enterprises should pay attention to their own impact on green ecology, social welfare and stakeholders. Under the background of the promotion of the "double carbon" strategy, ESG (that is, environmental, social, and corporate governance) has become a consensus under the green transformation of the global economy, emission reduction and carbon reduction, and new energy development.

As a daily chemical leader, Blue Moon Group is at the forefront of the industry in ESG construction. In May this year, Blue Moon Group released its first post-IPO ESG report, disclosing its achievements in the fields of product responsibility, environmental responsibility, and social responsibility in 2020.

In terms of products, Blue Moon Group attaches great importance to environmental performance from the source of product development and design, and strives to launch each product through professional and refined design, which can effectively save consumers water and effort in the use process and have good environmental attributes. At present, more than 90% of Blue Moon Group's products have passed the China Environmental Labeling Product Certification, and the main laundry detergent products have passed the China Water-saving Product Certification.

Taking supreme biotechnology laundry detergent as an example, it is one of the first batch of products certified by the "concentration +" logo in China, with an active substance content of up to 47%, compared with ordinary laundry detergent, the dosage is reduced by more than two-thirds, and a pump of 8 grams can clean 8 clothes. At the same time, the use of low-foam formula, reduce the number of rinses, each laundry only needs 1 to 2 times to rinse clean, both water and electricity saving. In addition, the Supreme series products also have many environmental value such as smaller storage area, low transportation costs, reduced packaging waste, and reduced carbon emissions.

In terms of production, Blue Moon introduces advanced environmental protection technology and environmental protection equipment to solidly promote cleaner production. Taking the Chongqing plant as an example, the potential impact on the environment is fully considered and controlled from design to commissioning. Building materials use local building materials with low energy consumption, high performance, high durability and green environmental protection to reduce the environmental impact of building materials in the whole life cycle. The workshop and office fully use natural light, the production workshop and office lighting all use high-efficiency energy-saving lamps, the implementation of grouping, partitioning, time-sharing control of lighting. At the same time, the factory uses 100% water-saving appliances and optimizes the layout of the integrated pipe network, establishes a concentrated water recovery system, and effectively reduces resource and energy consumption. Through a series of energy-saving technical transformation projects and production management optimization, Blue Moon Chongqing Factory has achieved remarkable results in energy conservation and emission reduction, and was announced as a "green factory" by the Ministry of Industry and Information Technology in 2020.

In terms of packaging, Blue Moon Group increased product replacement to promote consumers to reuse the original product pumphead, bracket and shell; continued to promote the use of turnover instead of cartons for packaging materials, increased the number of repeated turnover of turnover boxes, and reduced the generation of packaging material waste such as cartons; and reduced the use of protective packaging materials such as sealing tape and bubble bags by optimizing e-commerce protective packaging schemes.

It can be seen that Blue Moon Group has always adhered to the development concept of innovation, environmental protection and care, and rooted the concept of sustainability in the genes of corporate culture. Actively undertaking social responsibility also reflects the soft power of Blue Moon Group in addition to hard power such as product expansion and channel construction, and can obtain a win-win situation between the practicality of products and the reputation of the enterprise in the mouth of consumers, and will achieve long-term value in the future. Text/Zhang Zhaolong

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