Topping multiple platforms on 11.11, Blue Moon (06993) is making multi-dimensional efforts to consolidate its competitive advantage in the market.

With the continuous enhancement of the policy to promote consumption and expand domestic demand, this year's Double 11, as an important window to accelerate consumption recovery, is highly anticipated. Major platforms have provided various discounts and subsidies, emphasized simplifying activity rules and improving service experience, effectively stimulating public consumption enthusiasm. According to public data, as of midnight on November 11th, Tmall had 402 brands with over 100 million yuan in transactions, with over 38,000 brands achieving a year-on-year increase of over 100%; JD.com had accumulated over 60 brands with over 1 billion yuan in sales, and the transaction volume of nearly 20,000 brands increased more than threefold year-on-year; during the three days before the Double 11 promotion, Pinduoduo's subsidy for billions of yuan broke through 620 million yuan... These impressive achievements demonstrate the strong purchasing power of the public. At the same time, rational consumption has become the mainstream of this year's Double 11. With the Double 11 promotion entering its 15th year, people's mentality has become calmer. A recent report by global consulting firm AlixPartners titled "2023 Double 11 Annual Research Report" shows that rational consumption is gradually replacing emotional and impulsive shopping, with the consumption of daily necessities such as consumer goods, beauty and personal care products being the strongest. This point is confirmed by the Double 11 sales of well-known daily chemical brand Blue Moon (06993): on the JD.com platform, Blue Moon ranked first in the clothing cleaning list during the entire period of Double 11; in the Double 11 good products festival of Douyin Mall, Blue Moon topped the peak brand ranking, with Blue Moon's official flagship store ranking first in the peak store ranking, and Blue Moon's laundry detergent became the top product in the good products ranking; in Tmall Supermarket's Double 11 favorite brand list, Blue Moon obtained the second place in the home cleaning category. Market experts believe that market demand is constantly changing, and in order to maintain a competitive market position, companies must actively adapt to or even anticipate these changes. This may be the core reason why Blue Moon has achieved good results in the Double 11 promotion for consecutive years - always adhering to the principle of "customer-centeredness" and innovating or deepening products, marketing, and channel strategies based on changes in customer needs, thereby continuously gaining long-term market recognition. Closely following changes in consumer demand and using technological innovation to help consumers upgrade cleanliness As a veteran daily chemical company that has been focusing on cleanliness for 31 years, Blue Moon continues to use technological innovation as a driving force to bring high-quality products and services to consumers. Blue Moon's deep cleansing care laundry detergent, hand wash specialty laundry detergent, and antibacterial hand sanitizer have always been popular among the public. According to statistics from the China Commerce Federation and the China National Commercial Information Center, Blue Moon laundry detergent has ranked first in the comprehensive market share of similar products for 14 consecutive years (2009-2022), and Blue Moon hand wash has ranked first for 11 consecutive years (2012-2022). During this year's Double 11, Blue Moon's deep cleansing care laundry detergent also appeared on the authoritative list of Tmall - Tmall's must-buy list for Double 11 home cleaning, becoming a must-have item for many consumers' clothing cleaning at home. Today, as consumers return to rationality, they are paying more attention to the quality and practicality of products. In terms of household cleaning products, in addition to focusing on cleaning efficiency, many consumers also consider factors such as dosage, convenience, and environmental friendliness in their product experience. Therefore, Blue Moon's Supreme Concentrated laundry detergent, which uses a low-foaming and easy-rinsing concentrated formula and a "1 pump 8g" precision metering pump head design, is suitable for fast washing modes in washing machines, providing a convenient and efficient washing experience. This product has received many praises such as "saves on consumption," "environmentally friendly," and "saves storage space," gaining popularity on Tmall Supermarket. In recent years, the trend of consumer segmentation has become more apparent. During this year's Double 11, many products targeting personalized demands have entered the consumers' view, such as kitchen air conditioners, water heating blankets, and Tahitian pearl jewelry, which have received great popularity in their respective segmented categories. In the daily chemicals field, Blue Moon's collar cleaner, lingerie-specific laundry detergent, silk and fur cleaner, and porcelain cleaner have also been particularly popular. At the same time, Blue Moon continues to innovate technologically and develop more high-quality and diversified segmented products, continuously helping consumers upgrade cleanliness. For example, the sports laundry detergent developed specifically for sweaty exercise scenes can effectively remove sweat odor and inhibit its production, making it popular among sports enthusiasts. In Blue Moon's self-operated flagship store on JD.com, consumers have left comments such as "strong cleaning power," "refreshing scent," and "effective in removing sweat odor." It is worth noting that Blue Moon's travel-sized sports laundry detergent and travel-sized hand wash specialty laundry detergent have long been among the top three on JD.com's travel-sized laundry detergent ranking. This reflects that consumers tend to sweat more while traveling or on business trips, and in addition to basic laundry needs, they also want to keep their clothes fresh and odor-free. The Blue Moon travel-sized sports laundry detergent meets the needs of these consumers. Implementing knowledge marketing and continuously enhancing brand value Influenced by the concept of rational consumption, consumers nowadays are demanding higher product experiences. In addition to focusing on product efficacy, they also expect products to bring more value to themselves, such as emotional value and knowledge experience. This is exactly what Blue Moon has been doing. In order to provide consumers with a better cleaning experience, Blue Moon continues to implement its unique path of "knowledge marketing" by not only providing products but also focusing on providing consumers with comprehensive and three-dimensional laundry knowledge and product usage methods to help consumers truly solve laundry problems and create more value for consumers. In this process, Blue Moon has successfully established a professional brand image and created differentiated brand recognition. Specifically, Blue Moon has established a professional and comprehensive consultation service system, dispatching knowledgeable clean care consultants to offline supermarkets and large retailers, and also opening over 40 consumer communication channels online, such as a voice hotline and official website, to provide detailed product tutorials and continue to answer consumer questions. In addition, during annual events such as Blue Moon Day and Double 11 promotion, Blue Moon also practices knowledge marketing and disseminates scientific laundry knowledge and a clean lifestyle. For example, during this year's Blue Moon Day, Blue Moon not only conducted offline knowledge popularization in communities and supermarkets but also sponsored CentralIn the Mid-Autumn Festival Gala and Hunan TV's Mid-Autumn Night, interactive activities were launched on social media platforms to communicate with consumers more deeply. During this year's Double 11 period, Blue Moon conducted clothing care knowledge popularization in its self-operated live streaming room, enhancing consumers' perception and liking of the products while upgrading their product experience.At the same time, during this year's Double 11 period, Blue Moon further expanded the range of brand flow and increased public brand awareness. By creating a full brand matrix marketing on Douyin, Blue Moon accumulated flow momentum, helping the brand achieve increased popularity and value. In the Double 11 first week report released on Douyin, Blue Moon crowned the top spot in the daily chemical industry's daily home cleaning category. Deepening the omnichannel layout and continuously expanding consumer touchpoints In addition to product and marketing efforts, the omnichannel layout is also a core factor that allows Blue Moon to maintain a leading advantage in major promotions. Marketing master Philip Kotler believes that companies should make every effort to discover distribution channels. The more distribution channels a company has, the closer it is to the market. Blue Moon adheres to a consumer-centric omnichannel strategy, upholding the channel construction concept of "Blue Moon places goods wherever consumers are." It continues to deepen channel optimization, cover as many markets as possible, and reach more consumers, opening up a broader market space for product penetration. Blue Moon continues to consolidate its online advantage. After gaining an advantage and early layout in traditional e-commerce platforms such as JD.com and Tmall, Blue Moon also recognized the rise of content e-commerce and efficiently deployed emerging platforms such as Douyin and Kuaishou, achieving remarkable results. In the Douyin Shopping Festival Double 11 Goodies, Blue Moon ranked first on the pinnacle brand list, and its official flagship store ranked first on the pinnacle store list. In recent years, various regions across the country have been promoting the construction of various types of convenience life circles. Research shows that over 50% of urban residents' daily consumption expenditures are concentrated within a 1-kilometer radius of their community. Convenience life circles hold enormous consumption potential and also have many unmet consumer needs. Therefore, Blue Moon continuously optimizes and expands its offline distribution network, aiming to extend the coverage of the distribution network to convenience stores, fresh supermarkets, and small and medium-sized local stores, fully integrating into residents' life circles and jointly building a "convenience life circle" to provide a better and more convenient consumption experience for a broader range of consumers. It can be seen that Blue Moon continuously optimizes its channel construction, shortening the radius of consumer touchpoints through multiple touchpoints and an omnichannel layout, bringing vast market increment. Industry insiders pointed out that during this year's Double 11 period, multiple e-commerce platforms achieved excellent results, showing that the vitality of China's consumer market continues to increase, which helps various enterprises gradually recover and develop in a positive direction. For Blue Moon, its repeated achievements during major promotions indicate its strong moat advantages in terms of products, brand, and channels. In the future, under more favorable conditions, it is expected to further consolidate its industry advantages through product innovation, brand innovation marketing, and deepening omnichannel layout, promoting long-term and high-quality development of the company.