Blue Moon (06993) significantly reduces its annual losses by nearly 60%, showing that its strategic adjustments have been effective and entering a new phase of high-quality development.

Blue Moon (06993) recently released its full-year performance announcement for 2025, showing that the company's annual losses narrowed significantly by 56.1% year-on-year to HKD 329 million. Against the backdrop of overall pressure in the consumer goods industry, Blue Moon achieved a dual increase in operational efficiency and brand value through channel optimization, cost control, and product innovation, signaling a positive strategic transformation. Significant reduction in losses, continuous improvement in financial fundamentals In 2025, Blue Moon achieved revenue of approximately HKD 8.409 billion, with a structural improvement in profitability. The net loss for the year narrowed significantly by 56.1% year-on-year to HKD 329 million, with a gross profit margin of 59.7%, demonstrating the company's strong cost control capabilities. Cost optimization was particularly prominent. Sales and distribution expenses decreased by 11.5% year-on-year to HKD 4.468 billion, while administrative expenses decreased by 12.8% to HKD 962 million, directly driving the significant narrowing of losses. As of the end of 2025, Blue Moon held bank deposits and cash totaling approximately HKD 3.716 billion, maintaining strong liquidity. The board of directors recommended a final dividend of HKD 0.10 per share, reinforcing shareholder return expectations. Channel optimization and precise cost allocation drive profit recovery Blue Moon continued to strengthen its omni-channel layout. Online sales channels contributed revenue of HKD 4.975 billion, accounting for 59.2% of total revenue. Platforms such as Tmall and JD.com maintained their leading positions during major promotions such as the "618 Shopping Festival" and "Double Eleven", with the Ultra Bio-Tech Laundry Detergent maintaining a leading position in sales on multiple platforms. In terms of offline channels, the company deepened the penetration of its distribution network, continuously improving terminal coverage and driving the growth of market penetration in regional markets. Revenue generated from sales to offline distributors amounted to HKD 3.074 billion, accounting for 36.5% of total revenue. It is worth noting that revenue generated from direct sales to major customers increased by 11.2% year-on-year to HKD 359 million, effectively enhancing customer loyalty through customized services. Precise cost allocation is key to profit recovery. While adhering to knowledge marketing and scene-based promotion, Blue Moon continuously optimized its promotion strategies, reducing inefficient spending and achieving more precise resource allocation. Throughout the year, over 380 immersive experience events were held under the theme of "Ultimate Clean Journey", improving user education efficiency through scene-based teaching, immersive experiences, and interactive science popularization. Digital tools empowered the supply chain, leading to a decrease in logistics costs and a significant improvement in operational efficiency. Technological innovation and category expansion open up growth opportunities In the field of clothing cleaning and care, Blue Moon maintains a leading position. Revenue from such products reached HKD 7.401 billion, with the Ultra series as a pioneer in "concentrated+" products, with an active ingredient concentration of up to 47%, exceeding international requirements and industry standards, leading in major e-commerce promotions. Since its listing, the Ultra Bio-Tech Laundry Detergent has performed steadily on major e-commerce platforms, with an accumulated approval rating of over 98%. Personal cleaning and care products have become a growth highlight, with revenue reaching HKD 578 million, a 12.8% year-on-year increase. The new Net Enjoy Foam Bath Lotion Water Moisturizing type uses micron-level foam technology and multiple amino acid surfactants, combined with hydration balance technology and high moisturizing ingredients, achieving effective cleaning, gentle moisturization, and a comfortable experience. The company also collaborated with spokesperson Tan Jianci to launch a co-branded gift box, which ranked first in new shower product sales on multiple platforms on the day of its release, successfully increasing both brand awareness and product sales simultaneously. The breakthrough in this category marks Blue Moon's successful entry into the high-growth personal care track, laying the foundation for opening up a second growth curve. Revenue from home cleaning and care products reached HKD 430 million, a 3.3% year-on-year increase, maintaining stable growth. The product range covers various scenarios such as tableware cleaning, range hood cleaning, toilet cleaning, and floor cleaning, providing consumers with diversified solutions for different living scenes. Blue Moon Laundry Detergent has ranked first in market share in the same category for 16 consecutive years (2009-2024) and first on the China Brand Power Index (C-BPI) list for 15 consecutive years (2011-2025). Hand wash liquid has also been ranked first in market share in the same category for 13 consecutive years (2012-2024) and first on the China Brand Power Index for 15 consecutive years (2011-2025). In 2025, the "Blue Moon" and "Ultra" trademarks both received the highest level AAA certification from the China Trademark Association for well-known brand value, making Blue Moon the first company in the industry to receive this honor. Looking ahead, Blue Moon will advance high-quality development around six strategic directions: building comprehensive home cleaning solutions, improving the full-scene product matrix for clothing care, personal care, and home care, enhancing omni-channel sales efficiency and product penetration, promoting deep integration of Wuxi Online Offline Communication Information Technology Co., Ltd., deepening knowledge marketing to enhance brand communication efficiency through innovative IP content, short videos, live broadcasts, advancing digital construction and sustainable development, improving digital factories and green packaging systems, continuously deepening talent strategies to cultivate high-level composite talents, adhering to stable and sustainable dividend policies to provide long-term returns to shareholders. As the effects of strategic adjustments continue to show, Blue Moon will continue to focus on users as the core, adhere to the principles of innovation, greenness, and sustainable development, accelerate high-quality development and long-term sustainable growth.