"The ancient Greek god in charge of the era of quick washing!"
Blue Moon Supreme Laundry Sold Out - Recently on social platforms, many users have spontaneously posted the popular Amway Supreme combination, and some people have used the above-mentioned Internet hot memes for blue. On the Moon Supreme Laundry Detergent, Yuan lamented that this product brought him an unprecedented laundry experience.
During the “618” period that just passed, Supreme Laundry Detergent was even more popular. In Douyin Mall's "618" Super Brand Day event, Blue Moon's sales reached 270 million yuan, and its supreme set's total GMV exceeded 210 million yuan, accounting for 78% of the total, which shows how popular the supreme laundry detergent set is. At the same time, the popularity of Blue Moon Supreme did not stop with the end of the 618 event. Recently, the Blue Moon Supreme Hot Style Combo entered the Guangdong Couple Live Broadcasting Room, and more than 800,000 units of the Supreme Hot Style Combo were sold on the spot, breaking the GMV record of Douyin platform home list live broadcast as of that day, and dominated the list of Douyin sales on the same day Ranked first in the personal care category.
The phenomenal praise and hot sales of the Blue Moon Supreme Set indicate one fact to the outside world - welcome to the new era of laundry!
The change of the new era of laundry is not just from "soap, powder to liquid" Simple changes, but from the inside out, from products to user experience to the improvement of emotional value and quality of life. In this subversive lifestyle change, Blue Moon has once again become a trendsetter in the new era.
Why is it said that Blue Moon Supreme has led a new era of laundry in the future?
The matter of washing clothes is actually a microcosm of China's economic development and changes in the quality of life.
In China’s modern business society, consumers have experienced at least three washing waves so far. After the reform and opening up in 1978, China's detergent production developed rapidly, and the varieties of colors gradually increased. Consumers began to gradually use laundry detergent instead of laundry soap; by 1985, the sales of synthetic detergents exceeded the sales of soap. Subsequently, the laundry products market ushered in the second change, from laundry powder to laundry detergent. In this wave, Blue Moon became a promoter - in 2008, Blue Moon launched laundry detergent. Even though laundry detergent accounted for less than 4% at that time, Blue Moon pioneered the launch of deep cleansing care laundry detergent and successfully It hit the market and pushed Chinese consumers' laundry habits from "powder" to "liquid".
In this changing era of laundry, Blue Moon has also occupied the market position. After launching laundry detergent, only one year later, Blue Moon laundry detergent ranked first in the market share of similar products in 2009. According to statistics from the China National Commercial Information Center, as of 2023, the Blue Moon brand has been on this list for 15 consecutive years.
However, as consumers have higher pursuits of laundry experience and quality of life, traditional laundry detergents are no longer able to satisfy them. For example, the packaging of laundry detergent is heavy, and the amount used each time is not easy to control; in addition, some laundry detergents may have problems such as foam residue, yellowing, graying of clothes, and odor. Blue Moon, which was the first to capture these problems, launched China's first "concentrated +" laundry detergent with pump head metering packaging in 2015 - Machine Washing Supreme. Three years later, in 2018, Blue Moon continued to innovate and launch the Supreme Biotechnology Laundry Detergent, which gradually pushed the industry into a new laundry era of "concentration +".
The "condensation +" wave has developed so far and has become a trend, and the characteristics of the new era of laundry have become more and more prominent.
Specifically, even though "cost-effectiveness" has become the mainstream trend in the consumer market in the past two years, people's demand for high-quality laundry products has not diminished. The "2024 China Shopper Report" jointly released by Bain & Company and Kantar Worldpanel pointed out that in the field of clothing and washing supplies, the trend of consumption upgrading is still continuing, with consumers upgrading from the original laundry soap and washing powder to laundry detergent, etc. products, and now they are more inclined to choose products with better cleaning effect, health and safety and other characteristics.
At the same time, Chinese consumers have also put forward more demands for the functionality and segmentation of washing products. For example, in market segments such as underwear cleaning scenarios and sports scenarios, they are also more willing to buy functional products.Not only that, among various segmented needs, consumers also hope to gain emotional value from the washing experience and pursue green health, thereby comprehensively improving the quality of life.
In other words, in the new era of laundry, washing clothes is not just for cleaning clothes, it has become a way of life.
Among these “need and want” needs, Blue Moon Supreme has been recognized by consumers. Because this product maximizes people's imagination for a new era of laundry.
From the perspective of product strength, it is an efficient laundry product that can comprehensively improve cleaning efficiency. The Supreme Laundry Detergent is China's first machine-washable "concentrated +" laundry detergent that uses pump-head metering packaging. Its active ingredient concentration reaches 47%. Generally speaking, the higher the active ingredient content of the laundry detergent, the better the cleaning effect. Better yet, less is needed for a single load of laundry. In addition, the Supreme Laundry Detergent adopts a water-like formula that dissolves instantly in water and quickly releases cleaning energy. It only needs 1-2 rinses to achieve ultra-clean and residue-free results, improving laundry efficiency. On this basis, Blue Moon has also continuously upgraded its supreme laundry detergent, using biological stain removal technology and dual anti-fouling technology to prevent clothes from turning yellow and gray. It also adds cellulase to deeply protect clothes and maintain the texture of clothes.
In terms of experience, Supreme Laundry Detergent also has a sense of detail and emotional value.
In the laundry scene, it is often difficult for consumers to estimate how much laundry detergent they need to use. In addition, "concentrated +" laundry detergent has stronger stain removal power. How can we accurately control the dosage without increasing the threshold for use? In order to solve this problem , Blue Moon surveyed about 10,000 Chinese households and found that the daily laundry load of a family of three is equivalent to 8 adult men's short-sleeved shirts, and about 8 grams of Supreme Laundry Detergent can clean it. To this end, Blue Moon has also developed a special pump head, allowing consumers to dispense 8 grams of liquid in one pump.
Not only that, Blue Moon also designed the pump nozzle with a 4° upward angle, so that the remaining laundry detergent after squeezing can flow back into the pump body, avoiding the problem of liquid clumping and hanging on the pump nozzle with conventional push-type pump heads. ;At the same time, a 150° directional elbow design is made inside the pump head to ensure that the laundry detergent can be used up to the maximum extent and avoid waste. In addition, coupled with the high-efficiency cleaning power and low-viscosity formula of the "concentrated +" laundry detergent, it can be dissolved in water in 1 second, low-foaming, easy to rinse and leave no residue, which can well meet people's cleaning needs in the "quick wash" mode. . It is not difficult to see that Blue Moon Supreme Laundry Detergent can not only cater to the current fast-paced lifestyle on the one hand, but also enable consumers to routinely save energy and water in a green life concept - a report from the China Detergent Products Industry Association shows that, If all Chinese consumers use concentrated detergents, it will reduce electricity consumption by 8.567 billion degrees, reduce carbon dioxide by 1.7472 million tons, and reduce washing wastewater by 2.4211 million tons every year.
On the whole, from product performance to user experience, Supreme Laundry Detergent has comprehensively improved consumers’ laundry experience.
Not only do they achieve ultra-clean laundry results in a shorter time, but they are also more convenient and smooth when using the Supreme Laundry Detergent. This also makes laundry no longer a troublesome thing, but integrated into life. Comprehensively improving the quality of life and happiness - this is the interpretation of the new era of laundry led by Supreme Laundry Detergent.
Seeing this, you may already be able to understand why Supreme Laundry Detergent is not just a product, but an interpretation of a new laundry era.
In the wave of laundry innovation, why can Blue Moon rush ahead?
The wave of the new laundry era is still sweeping. At present, China's household cleaning and care industry is undergoing structural changes. Data from Industrial Securities shows that China's concentrated laundry detergent market share will reach 5.49 billion yuan in 2024, and the penetration rate of concentrated laundry detergent will reach 10.7%.
However, a report from Zhongyan Puhua Industrial Research Institute shows that due to high entry barriers, there are fewer companies entering. According to the standards of the "Technical Specifications for Marking Products of Concentrated Detergents (Liquid Detergents for Clothing)", laundry detergents containing 15%-20% of active substances can be called ordinary types, and more than 45% can also be marked with a "concentrated +" mark. . Currently, only six brands including Blue Moon have obtained the "Concentrated+" lotion mark in the Chinese market.Among them, Blue Moon ranks first in market share, with its market share reaching 27.9%.
So, why is Blue Moon always the first to capture the trend of China's laundry products market, and quickly take the lead and occupy the market?
In fact, in the business society, those entrepreneurs who stand out often just insist on setting up their own companies. The original intention of the time. Take Blue Moon as an example. The purpose of this brand is to "dedicate yourself to washing." For more than 30 years since its establishment, Blue Moon has been continuously conducting in-depth research and insight into the washing needs of Chinese families. The reason why it can continuously set off a wave of innovation is that Blue Moon can understand that consumers' demand for cleaning products is also the pursuit of a cleaner and more comfortable life. Based on this original intention, Blue Moon has been able to keenly capture changes in the times and consumer demands time and time again, thereby bringing higher quality products to consumers.
In order to realize these visions, Blue Moon is constantly seeking self-breakthroughs. At the beginning of its establishment, Blue Moon established an R&D technology center and has a group of professionals with master's and doctorate degrees. They study the entire chain of washing principles, raw materials, formulas, and packaging, and also take into account usage scenarios and effects during development. As of the end of 2023, Blue Moon has obtained a total of 330 patents and 234 copyrights. As for the supreme product specifically, the Blue Moon R&D team spent three years testing more than 1,000 formulas before finally developing the ideal "concentrated +" formula.
In a consumer society where voting is based on purchasing behavior, Blue Moon and consumers go both ways. Blue Moon Group's annual performance announcement for 2023 shows that Blue Moon will achieve revenue of approximately HK$7.324 billion in 2023, and its gross profit margin will increase from 57.8% in the same period in 2022 to 62%, continuing to maintain a good level.
In addition, in the China Brand Power Index brand ranking and analysis report released by chnbrand, Blue Moon Laundry Detergent and Hand Sanitizer Brand Power Index has ranked first for 14 consecutive years (2011 to 2024) and was rated as a "Gold Brand". In the 2023 Chinese market product sales statistics released by the China Federation of Commerce this year, Blue Moon continues to lead, with laundry detergent and hand sanitizer ranking first for 15 consecutive years (2009-2023) and 12 consecutive years (2012-2023).
Concept, innovation and strength keep Blue Moon ahead in the wave of laundry revolution. From the outside world, Blue Moon seems to be "one step ahead" every time, but in fact, at the core of the brand, innovation has become its driving force for development, so it can accurately capture the pulse of change in the laundry era and become a new brand. Trendsetter of the times.
Returning to the Supreme Laundry Detergent, its recent rush to buy on various platforms has once again proved the pioneering strength of Blue Moon. In fact, what the Supreme Laundry Detergent carries is Blue Moon's understanding and interpretation of the new era of laundry, and it is also consumers' pursuit and hope for a better life. What it leads is not only the penetration and popularization of "concentrated +" laundry detergent in the market, making "concentrated +" gradually become the industry standard, but more importantly, the emergence of this phenomenon continues to break through the washing experience boundaries and imaginative space, subversively creating a new era of laundry. Source: interface
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