On 10 May, the brand rating agency Chnbrand released the 2024 China Brand Power Index (C-BPI) brand ranking and analysis report.

As understood, C-BPI is China's first brand value evaluation system and has had the backing of the Ministry of Industry and Information Technology’s brand policy project funds for several years now, thus highly credible. From the lists and reports released, it is obvious that competition in today’s market has intensified and attempts to improve brand power are facing bigger challenges. Against this backdrop, brands that make it through market cycle and maintain stable growth are hard to come by, and as a daily chemical brand, Blue Moon is one of them.

The list has Blue Moon liquid laundry detergent and liquid soap once again ranking first in the C-BPI in 2024 and crowned the “Golden Brand”. Since the debut of the index in 2011, Blue Moon liquid laundry detergent and liquid soap have taken top spot on the list for 14 consecutive years, making Blue Moon the number one brand in the industry, mirroring its outstanding brand power.

Worthy of mention is, in the results of the 2023 China Retail Consumption Statistical Analysis released by the China General Chamber of Commerce and China National Commercial Information Center, Blue Moon continued to lead the pack, with the liquid laundry detergent and liquid soap boasted the biggest market share in their respective category, the former for the 15th consecutive year (2009-2023) and the latter for the 12th consecutive year (2012-2023).

Capable of maintaining leadership in brand power and market share for more than a decade speaks volumes to the resilience and vitality of the Blue Moon brand. Looking back at the past more than 30 years of its development, from each product and brand innovation, three key words can be distilled: warmth, height and depth.

Focusing on cleaning for 32 years   

Using technology to spread warmth the brand represents

What does warmth mean? It means knowing how you feel and understanding what you need.  It means the brand will always stand by the side of consumers, learning about and meeting their needs.

Since it was founded in 1992, for 32  years, Blue Moon has worked hard in the laundry industry. With consumers at heart and with leading product technologies guiding the way, Blue Moon has been committed to continuously upgrading the laundry experience of Chinese households with breakthrough products, so as to keep meeting the new cleaning needs of consumers and the industry development trend.

2008 was a milestone year in the development of the Blue Moon brand and also a major turning point in the development history of China's laundry industry. Before then, washing powder dominated in the domestic laundry market, with liquid laundry detergents having a less than 4% market share.  That was also when people’s living standard was rising, the consumption upgrade trend was taking shape, and there was urgent need among people to upgrade their laundry experience. Seeing the merits of liquid laundry detergent, such as easy to dissolve, easy to rinse, and gentle on clothing, Blue Moon overcame technical hurdles, pioneered a high performance liquid laundry detergent and promoted it across the country. After it hit the market, giving consumers a new laundry experience like never before, the product entered the market and millions households with  a bang, opening the “liquid” detergent era in China.

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.

As a professional home cleaning solutions provider in China, apart from working on fabric care products, Blue Moon has also continued to put effort into personal hygiene and home care products. A variety of fine segment products, including bacteriostatic foaming hand wash, JingXiang foaming body wash and washing machine cleaner, have been launched to address different usage scenarios, winning the favor of consumers.  To date, Blue Moon has built a portfolio that covers close to 100 products in three main product categories, meeting the cleaning needs of multiple consumer groups and scenarios.

Although facing changing times and demand, Blue Moon has stayed true to its consumer-centric brand philosophy. To allow every family to enjoy a clean, healthy, comfortable, respectable and delightful lifestyle, starting with adopting leading product technologies, Blue Moon has continued to provide comprehensive home cleaning solutions that bring relaxing and efficient cleaning experience to Chinese families, keeping them company  generation after generation.

Make new heights with innovation   

Unearth extraordinary laundry technologies of the future

While brand warmth is the thread Blue Moon uses to link up with customers and meet their demand, in the aspect of product innovation, the Group leans on cutting-edge laundry technologies as the cornerstone on which to take its products to new heights, continuing to lead the transformation of general washing methods and the industry in advancing quality.

To achieve its goals, the Group regards concentration of cleaning products as a particularly important development direction.

As understood, in 2015, concentrated detergents already claimed more than 98% of the market in developed countries such as the United States and Japan, while in China, they had a market share less than 4%. Heeding that, Blue Moon overcame technical issues in formula and packaging designs, and developed the first liquid laundry detergent with a pump dispenser, the first in China, and named it “Blue Moon Machine Wash Zhizun Concentrated Plus Laundry Detergent”.

On the formula front, after performing more than 10,000 tests, Blue Moon finally launched the “concentrated+” liquid laundry detergent with up to 47% active ingredients, which is more than 3 times the national standard for liquid laundry detergents. It can remove stains more effectively in smaller usage amount. As for packaging, taking into account most Chinese families’ habit of washing eight pieces of clothing a day, Blue Moon developed a precise pump dispenser, allowing the families to do just that with each pump of 8gm of detergent, making doing laundry much easier and more convenient for them. After rounds of improvement, the Zhizun liquid laundry detergent was born, allowing consumers to have greater ease in doing laundry more efficiently and environmentally friendly, not to mention helping promote concentration upgrade in the industry.

Since launched, the Zhizun liquid laundry detergent has won the heart of consumers.  And today, with the new generation of consumers going green and opting for convenience, the laundry detergent is unleashing new vitality as a product and of the brand. To cope with modern time fast-paced living, more and more consumers are choosing the quick wash mode when using their washing machines. Thus, combining the advantages of the Zhizun liquid laundry detergent, Blue Moon came up with the innovative " Zhizun Instant Dissolution Technique". On top of containing 47% of active ingredients thus boasting superb cleaning power, the product also adopts a low viscosity stabilization technology, which allows it to dissolve right away in water and fully release cleaning ingredients in the quick wash mode. Moreover, it is of an internationally advanced low-foaming formula, hence residue from the fewer rinses of the quick wash mode is not a problem. The multiple technologies of Zhizun liquid laundry detergent can ensure quick and complete cleaning without residue in the 15-minute quick wash mode, opening the quick wash era.

In addition, to match the rising living standard and sophisticated demand of consumers of the time, Blue Moon has kept stepping up effort on developing concentrated products, pushing forward to upgrade its high-quality, refined and diversified product system. The Group has come up with the Zhizun biotech liquid laundry detergent, and such innovative washing technologies for "biological stain removal," "anti-stain re-deposition" and "fiber sorting", to give consumers yet better cleaning experience plus enrich the domestic high-end laundry detergent market. What’s more, Blue Moon has introduced liquid laundry detergents for sportswear, which can remove bacteria and odors, to bolster its Zhizun product series with different functional products, while providing consumers with satisfying experience in different cleaning scenarios.

From "powder" to "liquid", then from "liquid" to "concentrated", Blue Moon, as a pioneer in driving product reform with innovation, has continued to introduce technologically advanced cleaning products that exceed expectation. With “laundry technologies of the future” that promise easy and highly efficient laundry experience, it endeavors to help consumers live clean and worry-free.

Connect in depth with consumers  Continue to elevate brand barriers

For a brand to gain long-term market recognition, it has to have excellent products first and foremost, but that could not be the only requisite.

In fact, the entire consumption experience, before and after, including that of product marketing, service, the shopping environment and interaction, bears on how consumers view the value of a product, and that view would eventually elevate to become brand recognition.

What Blue Moon has done is to create more value and better experience for consumers throughout the entire consumption process, so that consumers could form a more profound and differentiated recognition of the brand, and in turn build strong brand barriers for itself.

For example, during the "Blue Moon Festival" that the Group has hosted for 11 consecutive years, consumers are invited to experience new products and services and scientific washing and cleaning knowledge is related to consumers. It has also been the exclusive title sponsor of “Mid-Autumn Night” on CCTV and Hunan TV for 10 years in a row, allowing it to strengthen association between the “Blue Moon” brand and beautiful images of the “family” and the “moon” in the minds of consumers, plus inject cultural content into the brand, aiding its transformation from a merchant into a companion for those wishing to live  better and healthy. In addition, Blue Moon has sponsored the “Graduates Art Fair” in the decade past, speaking to it caring about fostering interaction and communication with the younger generation. In 2023, it sponsored the 31st Chengdu World University Summer Games, letting all participants experience the professional cleaning power of a China brand.

The focus of those brand building activities is to pass scientific washing knowledge and cleanliness and health concepts to consumers. That effort is clear evidence of  Blue Moon’s embrace of "knowledge-based marketing" at the core of its marketing strategy.

Through knowledge-based marketing, Blue Moon has been able to over time relate comprehensive and three-dimensional washing knowledge to consumers, helping them truly solve washing problems. On top of those activities, Blue Moon has established an all-round consumer service center, plus dedicated teams, which work round the clock to answer consumers’ questions about cleaning on e-commerce platforms and social media, impressing users with its professionalism and dedication.

It is worth mentioning that Blue Moon jointly launched the “extraordinary laundry technologies of the future” campaign recently with Xinhua News app to convey the message of using innovative technologies to change life and cleaning aesthetics to refresh the world, plus explore the new boundaries of laundry technology and open the industry to future development possibilities. The activity sparked waves of discussion on new media platforms such as Douyin, resonating emotionally with and helping the brand gain recognition of the user mass.

Although consumption market trends continue to iterate and update, a brand’s competitiveness rests ultimately on whether it can bring greater value to consumers. Focusing on cleaning for more than 30 years, Blue Moon has been able to draw on its in-depth consumer insights and leading product development capabilities in providing consumers with high-value-added cleaning experience, as well as earn market recognition and raise brand barriers. Looking forward, Blue Moon will continue to forge ahead with that same focus, so as to see consumers live better with the help of its new cleaning technologies.