Text | 阑西
This 618, Blue Moon became the biggest winner of Douyin Mall, not only breaking the live broadcast record of Douyin Jiaqing special, but also selling a total of 270 million yuan during the entire Super Brand Day, which also made Blue Moon far ahead on the clothing cleaning list and firmly in the top spot.
Among them, the Supreme Package promoted by Blue Moon lived up to the trust, with a GMV of more than 200 million yuan, becoming a well-deserved "treasure of the town store", so that in the case of stocking in advance, the inventory was still in a hurry.
Blue Moon must have done something right to sell laundry detergent, an ordinary daily necessities, into a bottle of hard-to-find out-of-stock products, and in the process of exploring the answer, I saw a way to break the game of a home cleaning brand:
The only way to predict the future is to create it.
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The younger generation of urban consumers may not remember the pungent smell of laundry detergent.
In fact, in 2008, laundry detergent accounted for less than 4% of the market in China, and consumers generally still tolerate the precipitation of alkaline laundry detergent particles and are accustomed to the life experience of "getting older and older" clothes.
At that time, Blue Moon was one of the first manufacturers to promote laundry detergent in China, and as the market opened its arms to laundry detergent with many advantages - such as easy to dissolve, easy to rinse, mild and non-damaging clothes, Blue Moon also became the biggest winner of the pioneering era, and soon stood on the first position in the comprehensive market share of similar laundry detergent products, and never gave up again.
In 2015, it took the lead in developing and launching the country's first "concentrated +" laundry detergent with pumphead metering packaging - the concentration of active ingredients is more than 3 times that of the national standard laundry detergent - making concentrated laundry detergent a representative product.
At that time, compared with the proportion of 98% in developed countries, concentrated laundry detergent only accounted for 4% in China, and users' perception and demand for product upgrades were very weak.
Facts have proved that Blue Moon's bet on this "difficult but right thing" is full of forward-looking, and the success of the Supreme hit model in this year's 618 is enough to prove that consumers will pay for innovation.
According to the concentration of active ingredients, 1 bottle of 660 grams of Blue Moon Supreme explosive laundry detergent can wash 660 pieces of clothes, which can save 82.5% compared with the amount of national standard laundry detergent, and 1 bottle is equivalent to 3.7 kg of national standard laundry detergent, which is very friendly to budget-conscious household expenses.
In fact, Blue Moon has been copying a simple and direct but difficult to follow principle for many years, that is, constantly pulling the laundry experience to the extreme, as long as you stand at the crossroads of the trend in advance, you will definitely be able to reap the maximum economic returns.
What's more, this trend is still created by itself.
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Historically, Blue Moon has been the beneficiary of the paradigm shift in the home cleaning industry.
The concept of paradigm shift, coined by the historian of science Thomas Kuhn in his masterpiece "The Structure of Scientific Revolutions", originally referred to the emergence of new academic achievements that break with existing assumptions or laws, thus forcing people to make fundamental revisions to the basic theories of the discipline.
When it comes to paradigm shifts in business, it is more inclined to the subversiveness of product models, such as the replacement of feature phones by smart phones, which not only brings the replacement of a single commodity, but also reinvents the user's requirements for the use of mobile phones, and making calls has become the least important function.
Blue Moon first promoted laundry detergent to replace laundry detergent, and then made concentrated laundry detergent an industry standard, and continued to expand the market segment, from the biotechnology of hard-core stain removal to the sports cleaning segment demand of "removing sweat smell and inhibiting sweat smell".
On the surface, the success of Blue Moon may only be a case of breakthrough in a single product, but in fact, because it has always been in the leading position in industry innovation, Blue Moon has firmly captured the high recognition of technology and product power in the minds of consumers.
You know, according to the China Brand Power Index brand ranking and analysis report released by Chnbrand, the Blue Moon laundry detergent and hand sanitizer brand power index has ranked first for 14 consecutive years (2011-2024), and it has never been shaken until today, and the brand dividend can eventually be transformed into consumer trust.
From this point of view, Blue Moon dominates the list of 618, not only the success of one or a set of products, but also the compound interest of the brand.
In other words, technology-driven has begun to spread from emerging industries to traditional industries, such as the fast-moving consumer goods market because of serious homogenization, marketing has always been marketing or channel is king, and it is difficult for consumers to perceive the power of products, but in today's Internet to break the information gap, the returns that innovation can bring have become quantifiable.
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It can be seen from the relevant comment area of Blue Moon Supreme's popular laundry detergent that "easy to use" is the keyword that appears most frequently.
"Easy to use" is mainly reflected in two levels, one is the cleaning effect, but also the core needs of consumers for laundry products, and even some people "remember the bittersweet memory" said that when I was a child, many stains that could not be washed off were solved by washing spirit or gasoline, but after using the supreme popular model, there is no need to worry too much.
Another level of "easy to use" is the experience of the use process, concentrated laundry detergent originally got rid of the heaviness of large bottles, and the Supreme explosive model further designed a pump-type bottle mouth, no longer need to pour and take the amount, making the laundry operation as light as washing hands, and the pump nozzle can also automatically suck back to avoid liquid overflow and dripping.
The more attention is paid to details, the more it can impress the subdivided group, for example, many users will say that the Blue Moon Supreme explosive model is small and lightweight to use, even if the strength is not enough, it can be used freely, plus the accurate dosage of 1 pump and 1 time, at least in the housework of laundry, the degree of hard work is greatly reduced.
Many people may only see such refined experience parameters at the launch of consumer electronics products, and daily necessities seem to have nothing to say, and they can only strengthen memory points through advertising communication for many years, so when Blue Moon "empowers" products with technological attributes, it has completely become a new species that makes people happy.
After all, ordinary brands meet demand, excellent brands create demand, the unique value of Blue Moon Extreme is that it even creates a unique symbol attribute in the laundry scene of Chinese users, the unit of washing clothes once is 1 pump, the dissolution speed of laundry detergent is 1 second, and the "concentrated +" detergent, in addition to being lightweight, can save water and electricity, reduce packaging waste, and allow everyone to contribute to reducing carbon emissions.
According to the "Life Cycle Assessment of Concentrated Detergents" released by the China Detergent Industry Association, if all Chinese consumers use concentrated detergents, they can reduce electricity consumption by 8.567 billion kWh, reduce carbon dioxide by 1.7472 million tons, and reduce washing wastewater by 2.4211 million tons per year.
Yes, this three-part narrative – multiple values to users, to industry, to society – is no longer the prerogative of tech companies.
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Sociologist Amy Hughes has tried to show that the leisure time promised by home appliance manufacturers is offset by higher standards that cannot be raised in tandem.
In a long-term study she conducted, she found that while many households have more appliances, such as washing machines, irons and coffee machines, less than 20 percent of respondents said they actually find time for recreation, "which is obviously disappointing compared to the freedom promised by salespeople".
The study found that vacuum cleaners and washing machines do save an average of 2-9 hours per week, but the time saved is actually offset by more frequent cleaning and laundry, as well as higher cleaning standards, with linen and clothes being changed and washed more frequently. In less than a generation of using washing machines, it has changed people's perceptions of what is clean or dirty.
Another economist, Alfred Marshall, likened the upgrade in quality of life to "climbing a ladder with no end", and even a slight slowdown in the technical curve can drag down consumers' rising expectations.
Therefore, Blue Moon's firm investment in technology is more and more commendable, just like 15 minutes of fast washing has become the fast-paced need of modern society, but whether it can be washed clean enough within 15 minutes is a problem that home cleaning brands should consider and solve.
The hot sale of the supreme explosive model is a fairly clear signal: only genuine consumption upgrades can be sincerely embraced, and thousands of users have realized the freedom of laundry with Blue Moon products, and then Blue Moon has become a national FMCG brand across the cycle.
In the final analysis, clean, hygienic, decent and environmentally friendly, this is the common yearning of mankind, a country's right to development, is reflected in the way of life that the people can enjoy, more blue moon, is not only the luck of the industry, but also the light of consumption.