Author丨Qin Huai
May 10 is the eighth China Brand Day. Coincidentally, on the same day, Chnbrand, an authoritative agency for Chinese brand ratings, released the 2024 (14th) China Brand Power Index (C-BPI) brand ranking and analysis report. Launched in 2011, the index is the first and most credible brand value evaluation system in China.
Among them, in the field of FMCG daily chemical cleaning and care, Blue Moon won the first place in the brand power of the 2024 C-BPI laundry detergent industry; 2024 C-BPI Hand Sanitizer Industry Brand Power No. 1.
It is understood that this is the 14th consecutive year that Blue Moon has won the first place in the industry's brand power, and has also won the title of "Golden Brand".
Not only that, on April 18, at the "2024 China Consumer Goods Market Development Conference and the 32nd China Market Commodity Sales Statistical Results Conference" jointly sponsored by the China General Chamber of Commerce and the China National Commercial Information Center, the 2023 annual Chinese market commodity sales statistics results were released, and Blue Moon continued to lead, with laundry detergent ranking first in the comprehensive market share of similar products for 15 consecutive years (2009-2023) and hand sanitizer for 12 consecutive years (2012-2023).
When I saw these two high evaluations of Blue Moon from third-party related institutions, I couldn't help but make people in the industry wonder, "Why did you win the championship in a certain category for more than ten consecutive years?" ”
What did Blue Moon do, and what kind of logic is behind these things, which is worth our careful interpretation. If an enterprise can get the first place for 14 consecutive years and the top student in the industry for 14 consecutive years, I think there must be a strong "chassis" behind it.
As the saying goes, the product is the "root" of the enterprise, and the brand is the "leaf" of the enterprise. We deeply dismantle the logic of Blue Moon's long-term operation from these two dimensions.
Products are the "root" of business development
Let's start from the timeline dimension, the road of Blue Moon product innovation.
In 2008, it created the era of laundry detergent in China; In 2011, the special laundry detergent for hand washing was launched; In 2015, it broke through technical difficulties and launched the first metered pump head in China with "concentrated +" laundry detergent - machine washing supreme, leading the industry into the era of concentration.
In 2018, Supreme Biotechnology laundry detergent was launched, using washing technologies such as "biological stain removal", "anti-stain redeposition" and "fiber finishing" to further promote the concentration and upgrading of the industry.
From scratch, from "laundry detergent" to "laundry detergent", from "ordinary laundry detergent" to "concentrated laundry detergent", two leapfrog upgrades, longitudinal product upgrades. Combined with the needs of user segmentation, from sterilization and odorless laundry detergent to sports effect laundry detergent, horizontal product innovation.
I think it's enough to see Blue Moon's product development capabilities.
Different from other companies in the product iteration logic, based on the logic of category competition in the external market, the launch of corresponding products is more of a strategy to follow. Blue Moon is based on the innovation and iteration of scientific and technological research and development, and actively leads and promotes the development of the category.
Blue Moon takes the needs of user segmentation and category technology innovation as the starting point to create products that users need tomorrow, layout early, and wait for the outlet.
Taking Supreme laundry detergent as an example, this product was launched in 2015, which was an industry innovation at the time, but at the moment, it just caters to the laundry needs of today's consumers.
Nowadays, the pace of life and work is getting faster and faster, and more and more young people are more in favor of the "15-minute quick wash" mode at the laundry level, and the matching one is: Supreme laundry detergent.
The low-viscosity formula dissolves instantly in 1s when exposed to water (known as "second dissolving" in the industry), and has an active ingredient content of 47% (three times higher than the national standard), releasing clean energy. At the same time, the easy-to-rinse formula only needs to be rinsed once, which can achieve 15 minutes of fast washing, ultra-clean and residue-free, and is the leader of the current fast washing era.
Since the product is the "root", it must be grasped with both hands. Blue Moon grasps the changes in the needs of lifestyle changes and continues to do product innovation; Based on the strength and ability of its own enterprise, we take the initiative to do science and technology and lead the upgrading of categories.
Brand is the "leaf" of enterprise management and development
What is Branding?
It is the feeling and cognition of consumers who see and hear the word "blue moon", and it is the personified performance in business operation. Since it is a manifestation of personification, only if one person persists for decades, focuses on one thing, and does one thing well, consumers will believe you, recognize you, buy you, and promote you.
Let's take a look at what Blue Moon has done in terms of branding.
First, for 11 consecutive years, we have created a brand festival "Blue Moon Festival" to deliver a clean and healthy lifestyle by inviting consumers to participate in interactions, experience new products and services. At the same time, it has named Hunan Satellite TV and CCTV Mid-Autumn Festival Gala for ten consecutive years to accompany consumers to celebrate the Mid-Autumn Festival.
Every year, Blue Moon will combine insights into consumers and their life scenarios to create new clean technology products to lead consumer demand.
For more than ten years in a row, it is rare.
Second, it sponsors the Great Art Fair (University Student Art Fair) to continue to promote the development of young people's art careers.
It's been another decade in a row, and it's not easy.
The two campaigns have been held for 10 years, which is rare in the consumer goods industry, and it can be said that it is a commitment to long-termism in the fast-paced era, which has led to the building of a close communication bridge between brands and consumers.
Whether it is the exclusive Blue Moon Festival for consumers or the sponsorship of the Great Art Fair, it is not only the construction of brand awareness, but also the suggestion of brand favorability.
This allows us to see Blue Moon's determination and persistence in brand value.
Recently, Blue Moon has joined hands with Giant Engine and Xinhua News Agency to jointly launch the "Great Future Laundry Technology" project to help consumers understand the truth of stains, learn scientific principles, choose effective products, master the correct use of products, comprehensively improve consumers' awareness of cleanliness, and let more consumers meet the clean life of the future.
From ancient history to the modern present, it tells the evolution of laundry technology. At the same time, multiple roles such as platforms, media, celebrities, and influencers will be linked to discuss the future of laundry technology. With the increase in popularity, it has triggered more massive user discussions.
On a "cutting-edge" communication platform such as Douyin, we will promote scientific laundry and cleanliness cognition. It is not to promote how good the blue moon is, what sales are far ahead, the strength of listed companies, etc., but to promote the principle of cleanliness.
Including the previous two consecutive ten years of activities, it is still to deliver cleanliness.
We can clearly feel that Blue Moon is very pragmatic on the road of brand marketing, without deliberately pursuing hot traffic, and even without too much emotional and emotional flirting, like a "science and engineering man", he works hard to cultivate the imprint of clean experts.
Blue Moon defines it as "knowledge marketing", in my opinion, the so-called knowledge marketing is the expert image strategy, through all-round, three-dimensional washing knowledge popularization, to help consumers truly solve the washing problem.
For example, in the 31st Summer Universiade last year, Blue Moon was the official and exclusive supplier of cleaning and care for the Universiade. Blue Moon has customized a high-quality, high-standard clean escort plan for this international competition.
The brand is the "leaf" of the enterprise, in order to flourish. With clean experts as the core positioning, continuous investment and continuous fertilization, which in turn brings consumers' "trust" in Blue Moon in the laundry category.
Consumers should remember a brand and prefer a brand, not only because Blue Moon is the first in the industry, but the concept followed by this brand is consistent, has never changed, and is long-term; It has direct value, rather than just emphasizing oneself and talking about it. Scientific cleanliness is of social significance. In the end, consumers can trust you.
summary
After looking at the product side and the brand side, it is easy for us to understand why it is the first in both materials.
Despite today's changing trends in the consumer goods market, one after the other. But the underlying logic behind the operation is always the product and the brand. The product is 1, and the brand and marketing are 0. The product is to create value, and the brand is to spread the cognitive value, two-wheel drive.
Through continuous vertical product development and innovation, and horizontal scene upgrading, Blue Moon provides consumers with more and better cleaning solutions, and continues to build with clean experts as the brand impression label. This is also the key to Blue Moon's ability to continue to be the first brand power for 14 years.
Let's go back to the most simple sentence: although the environment is changing, the underlying logic has not changed.