On April 18, the "2024 China Consumer Goods Market Development Conference and the 32nd China Market Commodity Sales Statistics Results Conference" jointly sponsored by the China General Chamber of Commerce and the China National Commercial Information Center was held in Beijing. With the theme of "Steady Progress and Efficiency, Follow the Trend", the conference invited industry leaders and industry experts to interpret economic policies and consumption environment, conduct in-depth analysis and research on market conditions, share relevant achievements and brand information, and provide information support for the development of the consumer goods market and brands.
The meeting released the results of the 2023 annual merchandise sales statistics in the Chinese market. Among the leading brands in the market sales in 2023, the daily chemical brand Blue Moon continues to lead, and the laundry detergent has ranked first in the comprehensive market share of similar products for 15 consecutive years (2009-2023) and hand sanitizer for 12 consecutive years (2012-2023).
At a time when the market competition is becoming more and more fierce, it has ranked first in the comprehensive market share of similar products for more than ten consecutive years.
Focus on cleanliness for 32 years, scientific and technological innovation casts 16 years of clean classics
It is understood that Blue Moon was founded in 1992, adhering to the tenet of "wholeheartedly doing washing", and has been deeply engaged in the field of daily chemicals for 32 years. During this period, Blue Moon has always taken consumer demand as the origin, scientific and technological innovation as the driving force, and consistent quality as the effect guarantee, and continued to launch professional and leading products, which has promoted the change of China's household cleaning products, and also upgraded and changed the washing methods of Chinese consumers.
2008 is an important watershed in the development of Blue Moon, and it is also a year of change in the domestic washing market. Prior to this, the domestic laundry detergent market was dominated by laundry detergent, and laundry detergent accounted for less than 4%. At that time, the standard of living of the people was constantly improving, and the consumer demand for washing products was also escalating, in addition to meeting the basic detergency power, there was also a need for a better laundry experience.
Insight into the trend of upgrading consumer laundry demand, Blue Moon seized the opportunity to break through many technical difficulties to launch a deep cleaning laundry detergent, and took the lead in vigorously promoting it across the country. The advantages of laundry detergent such as easy dissolving, easy rinsing, and mild laundry do not hurt clothes have brought consumers a breakthrough laundry experience, and Blue Moon has also subverted the domestic laundry detergent market, thus opening the curtain of China's laundry "liquid" era.
Today, Blue Moon Deep Cleansing Care Laundry Detergent has been born for 16 years, and the laundry detergent products represented by it continue to be favored by consumers, always accompanying Chinese families and continuously improving consumers' cleaning experience.
Subvert again to create the future of laundry technology with concentration
Adhering to the value of "more excellence for users", Blue Moon has never stopped the pace of technological innovation.
2015 is the year of changes in the consumption pattern of the mainland, this year, consumption has become the first driving force of the mainland's economic growth, the consumption structure has changed, and consumers have higher requirements for living standards and consumption quality. It was also in this year that Blue Moon developed the first metered pump head with "concentrated +" laundry detergent in China - Machine Wash Supreme Laundry Detergent, which once again set off a revolution in China's laundry market and promoted the industry's concentration and upgrading.
Concentrated detergent has the advantages of stronger detergency, higher efficiency and more environmental protection, and has been the mainstream choice of developed countries such as the United States and Japan at that time, accounting for more than 98% of the market, while in China it is less than 4%. In this case, the Blue Moon R&D team spent 3 years, tested more than 1,000 formulas, and after more than 10,000 test experiments, developed a "concentrated +" laundry detergent with an active ingredient content of up to 47%. According to the "Technical Specifications for Concentrated Detergent Label Products (Liquid Detergent for Clothing)", ordinary laundry detergent requires the active ingredient content to reach more than 15%, and the concentrated type must reach 25%, while the active ingredient content of products with the "concentrated detergent logo" must reach 30%, and "concentrated +" must reach 45%.
In order to bring consumers a better experience, Blue Moon has worked packaging. By investigating the laundry habits and dosage of a Chinese family of three, a pump can accurately dispense 8 grams of liquid packaging, and the pump head can be easily pressed with one hand to wash 8 pieces of clothes. As a tailor-made product for Chinese families, it not only brings consumers an easy and convenient washing experience, but also greatly reduces the packaging and comprehensive carbon emissions consumed in washing, making it more environmentally friendly.
Since its launch, the Supreme laundry detergent with its own "future laundry technology" has also become more and more popular among consumers under the verification of the times. At present, in the era of fast-paced life, the public also pursues efficiency in laundry, and more and more people choose the washing machine quick wash mode when washing clothes. In the 15-minute quick wash mode, washing only takes 3.5 minutes, so the key to cleaning clothes is the cleaning power, dissolving speed and foam volume. To this end, Blue Moon innovatively proposes the "Supreme Second Dissolving Technique", that is, the Supreme laundry detergent uses low viscosity and stabilization technology to make the product dissolve in water, and the clean ingredients can also be fully released in the fast wash mode; At the same time, it also adopts the international advanced low-foam formula, rinsing 1-2 times can be without residue, and there is no need to worry about the number of rinsing times in the fast wash mode; and the Supreme laundry detergent itself has 47% active substance content, with the characteristics of super cleaning power, so that the Supreme laundry detergent can also be quickly cleaned without residue in the 15-minute fast wash mode.
In addition, Blue Moon has continued to increase its weight in recent years, developing and upgrading Supreme Biotechnology laundry detergent, and innovatively using washing technologies such as "biological stain removal", "anti-stain redeposition" and "fiber finishing", bringing consumers a subversive washing experience and enriching the high-end domestic laundry detergent market. In addition, on the basis of the segmented needs of users, Blue Moon has also launched deep cleaning, sports special effects, sterilization and deodorization laundry detergents, enriching the supreme series of products to meet the user's clean experience in multiple scenarios. The series of products have been widely acclaimed, such as the praise rate of sterilization and odorless laundry detergent in the Blue Moon Jingdong flagship store is as high as 100%, and the sports laundry detergent series is also particularly popular with consumers because it fits the current trend of national fitness.
Create a panoramic cleanliness to help the whole people clean and worry-free
Insight into the increasing trend of market segmentation, Blue Moon continues to improve the diversified product matrix to meet the growing diversified and personalized cleaning needs, bringing a panoramic cleaning experience.
In addition to laundry care, Blue Moon also continues to enrich the matrix of personal cleaning care and household cleaning care products. For example, in the field of personal cleaning and care, we have launched personal care products such as disposable and antibacterial hand sanitizer and clean water foam hand sanitizer to meet the hand hygiene needs of consumers in segmented scenarios. It is worth mentioning that with high-quality products and experience, Blue Moon hand sanitizer has become the first choice of consumers for 12 consecutive years. In addition, in 2023, it will also launch a series of pure foam shower gels to expand new scenarios of personal care, and the products meet the fast-paced living habits of consumers with the characteristics of one-flush purification. In terms of household cleaning and care, Blue Moon has launched products such as Tianlu Tableware Fruit and Vegetable Cleansing Essence, Foam Oil Buster and Weinuo Mold Remover to help consumers solve household cleaning problems more easily.
After more than 30 years of deep cultivation, Blue Moon has continuously expanded its product system, and currently has nearly 100 kinds of products, forming a product matrix covering three categories: clothing cleaning care, personal cleaning care and household cleaning care.
Focus on consumers and continue to create high-value services
As a professional household cleaning solution provider in China, Blue Moon always believes that good products need to be matched with scientific methods and high-quality services to truly solve the cleaning problem for consumers.
To this end, Blue Moon practices a unique path of "knowledge marketing", and passes on scientific and professional product use 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, and has delivered clean knowledge through the opening of a 24×7 customer service hotline and a dedicated team to carry out online marketing online and offline. In recent years, Blue Moon has also carried out diversified marketing on the basis of "knowledge marketing" to bring a richer service experience. For example, the "Great Future Laundry Technology" project jointly launched by Giant Engine, Xinhua News Agency client and Blue Moon is about to be launched, which aims to help consumers understand the truth of stains, learn scientific principles, choose effective products, and master the correct way to use products in an entertaining way, so as to comprehensively improve consumers' awareness of cleanliness and let more consumers meet the clean life of the future.
With years of practice and experience accumulation, Blue Moon has formed a value model of "product + method + service", through insight into consumer needs, continuous development of efficient and high-quality products and convenient and scientific washing methods, so as to provide consumers with high-value household cleaning solutions.
From this point of view, Blue Moon laundry detergent and hand sanitizer have won the top spot in the industry for many years, and can "endure" in the ever-changing market competition, based on the keen judgment of the tide of consumption upgrading, deep R&D precipitation and innovation genes, to provide users with high-value products, methods and services, which is also the key to Blue Moon to continue to win consumers. Focusing on the future, Blue Moon will give full play to its professional advantages and develop more high-quality and diversified subdivided products to help consumers live a better and clean life.