The annual 618 event has sounded the closing bell. The most obvious change this year is that e-commerce platforms have returned to simplicity and directness, canceling the 10-year-old 'pre-sale mode' and choosing to sell spot products. This has brought significant growth to brands that compete with good products and experiences, attracting the attention of consumers and further stimulating consumption vitality. In terms of product structure, the operating income of products worth 10-30 billion yuan is 401/1288/60 million yuan respectively.

From what the author has observed during this year's 618 period, the most phenomenal consumer enthusiasm belongs to the Blue Moon Supreme best-seller which sold out.

During the 618 Super Brand Day event on Douyin Mall, the GMV sales of Blue Moon Supreme exceeded 270 million yuan, and the total GMV sales of Blue Moon Supreme kit exceeded 210 million yuan. In terms of ranking, according to the Douyin 618 Good Goods Festival list, Blue Moon Supreme dominated the clothing and cleaning industry cumulative sales TOP1 list of Douyin Mall 618 Good Goods Festival.

In fact, the sales record of Blue Moon Supreme is more than just that. According to reports, a recent Blue Moon Supreme Douyin live broadcast had a total GMV of over 100 million yuan, with more than 4 million bottles of Supreme laundry detergent ordered, breaking the record for Douyin household cleaning live broadcasts, ranking first on Douyin overall sales list and quality list. Before this, no household cleaning brand had a single-day sales of more than 100 million yuan.

For this reason, the author has also learned through multiple information channels that the Supreme is currently out of stock, and many channels and KOLs have failed to obtain the product. At the same time, the author has also learned from insiders at Blue Moon that the Supreme laundry detergent is indeed in short supply, and for specific circumstances, the author will continue to report.

In response to this, analysts also pointed out that this situation may mean that concentrated laundry products are gradually expanding from high-end markets to households, and the penetration rate is rapidly increasing, ushering in a new era for the detergent industry.

So, why can Blue Moon Supreme spark a nationwide buying spree?

Behind the hot sales, the comprehensive user experience is the core competitive strength of laundry detergent.

Objectively speaking, the penetration rate of domestic concentrated laundry detergent is significantly lower than that of mature markets such as Europe and America, which provides a broad growth "soil" for Blue Moon. Compared with North America, which has already reached more than 90%, the Huajing Industry Research Institute has predicted that the domestic penetration rate will reach 10.7% by 2024.

In this blue sea market, the reason why Blue Moon Supreme laundry detergent can become a phenomenal single product is that it fully meets the diversified needs of current consumers and captures the industry and consumer market development trends.

For example, in the past when using laundry detergent, most people would encounter problems such as the packaging being too large and difficult to handle; headache-inducing uncertainty about how much detergent to use for each washing, and difficulty controlling the amount of detergent poured out each time. There are also common problems such as clothes turning yellow or dark, becoming stained or smelly, and foam residue remaining after washing.

To solve these problems at the current stage has almost become a 'national' demand. An analysis of the current status of the laundry detergent industry in 2024 shows that as people's health and environmental awareness improves significantly, coupled with the change in consumer attitudes towards new washing methods, consumers are demanding higher quality and functional washing products.

Blue Moon has a deep understanding of this and has led the industry innovation with the Supreme laundry detergent, bringing a 'new laundry solution' to consumers.

Cleanliness is the foundation and core. Blue Moon Supreme laundry detergent uses a 'concentrated+' formula with a high active ingredient content of 47%, far higher than the national standard of 15% for laundry detergent, greatly improving its ability to remove stains. At the same time, the product uses a low-foam, easy-to-rinse formula to reduce foam residue, save water and electricity.

In addition, in terms of user experience focus, Blue Moon Supreme laundry detergent uses high-concentration technology to reduce the weight of the packaging from 'jin' to 'gram', makes it easy to carry, and allows consumers to adapt to the high-temperature weather and frequent laundry scenes. Furthermore, Blue Moon's patented pump head design makes liquid extraction convenient and leaves no residual liquid. It can stably dispense 8g of detergent per press, wash 8 pieces of clothing, perfectly meeting the daily laundry needs of a family of three.

Moreover, this year Blue Moon has also upgraded its Supreme laundry detergent to the 'Supreme Bio-technology Series', bringing a comprehensive user experience upgrade: the deep clean type uses biological decontamination and dual anti-pollution technology to prevent yellowing and graying; the anti-bacterial deodorant type uses deodorant elimination technology and root suppression deodorant technology to address daily clothing odors, resistance to dry odor, and hot pot odors; and the sports special effect type targets special materials such as quick-drying clothes for fitness enthusiasts, which can effectively remove clothing odors and inhibit the generation of sweat odor, while also adding fabric finishing factors to protect the absorbent and quick-drying properties of quick-drying fabrics.

The author found that the Supreme Bio-technology Series has received widespread praise from consumers. For example, on Douyin's official flagship store of Blue Moon, consumers gave such comments: 'I have been using the Supreme for these years. It is very convenient for family use, cleans well, and smells good.' 'A colleague bought this brand and said the concentrated laundry detergent is very good. The amount used is small, and there is no foam.' 'The Supreme series washes clothes clean and removes mites.'

The author found that the Supreme Biotechnology series has been widely praised by consumers, for example, on the Douyin platform, the official flagship store of Blue Moon received such reviews from consumers:

It can be seen that the Blue Moon brand has a deep understanding of market trends, and its strong product capabilities meet the needs of daily diverse scenarios, truly impressing consumers. Therefore, the product has been spread by word of mouth among users and quickly gained popularity, which is the key to why it can sell well during the 618 period.

It can also be seen that Blue Moon exhibits sufficiently strong innovation capabilities and development potential. In the long run, Blue Moon's internally strong product requirements and comprehensive user experience may become widely recognized industry value standards and long-term competitiveness, and the industry's turning point may therefore come.

In the new era of laundry, we may need more 'Blue Moon'.

Just like the unanimous experience feedback from users, Blue Moon 至尊 has become a 'changer', leading the industry into the new era of laundry liquid. Looking back, Blue Moon has always been a leading brand and 'technical expert' in washing innovation, creating new values and meanings in different stages of China's washing industry development.

Facing the future of the new era of laundry, Blue Moon has not only taken the leading position in the 'concentrated +' laundry liquid, but also set an example in the industry, promoting the popularization of future laundry biotechnology.

Blue Moon continues to practice unique 'knowledge marketing', disseminating and promoting comprehensive laundry knowledge and product usage methods, while consolidating its own brand's professional image, bridging the gap between the industry and consumers and enhancing the public's recognition of innovative products. Consumer expectations for products are gradually increasing, and these expectations will also drive the industry to constantly follow up with product innovation and technological breakthroughs.

In fact, the pace of Blue Moon leading the industry to upgrade has never stopped.

In 2008, Blue Moon promoted the category upgrade from powder to liquid and ushered in the era of Chinese laundry liquid; in 2015, it launched the 至尊 'concentrated +' laundry liquid for machine wash, making the industry undergo a subversive change from 'traditional laundry liquid' to 'concentrated laundry liquid'. Up to now, Blue Moon has launched nearly 100 products in three major categories, with a total of more than 280 effective patents, constantly enriching and upgrading consumers' clean experience.

At the same time, Blue Moon is participating in the formulation of many standards. According to statistics, Blue Moon has participated in the formulation of three international standards, 21 national standards, and 12 industry standards, assisting the long-term development of China's washing industry and laundry liquid race.

It can be seen that Blue Moon's efforts and the industry value it brings have gained market recognition. According to statistics from the China National Commercial Information Center, Blue Moon laundry liquid has ranked first in comprehensive market share of similar products for 15 consecutive years (2009-2023), and Blue Moon hand soap has ranked first for 12 consecutive years (2012-2023). Also, according to the China's Brand Power Index brand ranking and analysis report released by Chnbrand, Blue Moon laundry detergent and hand soap brand power index have been ranked first for 14 consecutive years (2011-2024).

Moreover, Blue Moon's leadership in industry innovation and upgrading, in line with the country's goal of achieving a 'dual carbon' future development trend, also highlights its strong social value. According to the 'Life Cycle Assessment of Concentrated Washing Detergents' report released by the China Washing Products Industry Association, if all Chinese consumers use concentrated washing detergents, it can reduce electricity consumption by 8.567 billion kWh, reduce carbon dioxide emissions by 1.747 million tons per year, and reduce washing wastewater by 2.421 million tons per year.

When a richer relationship and connection are established between the brand and consumers, and their richer needs are met, the industry will create richer values, including social value, environmental value, time value, and emotional value.

It is foreseeable that Blue Moon's leadership will lead the industry into a new era of laundry liquid, and will also usher in a new era of consumer growth and concept upgrade. In this process, more and more brands will join the wave of the future of laundry under Blue Moon's epoch-making initiatives and drive the birth and maturity of a more complete product category matrix.

Summary

Looking at it all the way, it is not surprising that Blue Moon 至尊 has become a popular product. Behind it is the result of Blue Moon's long-term technological accumulation, deep insight into consumer needs, and practice of social responsibility. Its product strength is enough to support market and consumer recognition.

As the beginning of a new era of laundry, Blue Moon 至尊 laundry liquid, with its innovative applications such as 'concentrated +' formula, one-second dissolution, and biotechnology, is believed to bring consumers a completely new laundry experience of cleanliness, technology, and environmental protection, satisfying their pursuit of clean and healthy living and bringing a new way of life.

At the same time, as the Chinese washing market upgrades and the long-term growth of laundry liquid category continues, Blue Moon, as the leader of the new laundry era, will bring more and more positive impacts to users, industry, and society, achieving long-term sustainable development under the atmosphere of 'win-win'.