On 16 April, the CNCIC (China National Commercial Information Center) announced the results of the 2024 China Retail Consumption Statistical Analysis. There is no doubt that Blue Moon once again clinched the title of double champion, securing the top spot in the comprehensive market share of both laundry detergent and hand wash categories. With this, Blue Moon liquid laundry detergent has maintained its industry-leading position for 16 consecutive years (from 2009 to 2024), while its liquid hand wash has held the top spot for 13 consecutive years (from 2012 to 2024).

Notably, the liquid laundry detergent category has been included in this statistical scope since 2009. Blue Moon has consistently ranked first in the category from the very first year it was covered by the statistics. The brand stands alone as the only recipient of this award and maintains its position as the undisputed leader of the "No.1 brand" throughout.

Topping the market share rankings for more than 10 consecutive years would seem to underline Blue Moon's steady performance. However, in the current background of   increasingly fierce market competition and rapidly changing consumer preferences, merely maintaining competitiveness in the market is no easy feat, let alone retaining the leading position for over a decade.

What is the key to Blue Moon's success?

The Game-changer Gene: Daring to Innovate and Pioneering in the Development of Concentrated Detergent

Retracing the development journey of China’s laundry industry, it is evident that Blue Moon has consistently placed consumers at its core, dedicated itself to technological innovation, and led the way in the laundry era. 

Twenty years ago, washing powder was widely used by the public. Blue Moon boldly took the initiative ahead of its competitors to launch the Liquid Laundry Detergent (Deep Cleaning) leading the shift in laundry habits from "powder" to "liquid" and ushering in the "liquid" detergent era in the country. Since then, Blue Moon has continued to introduce new products in different product categories. It was the first to launch products for specific scenarios, such as Hand Wash Laundry Detergent, Baby Liquid Laundry Detergent, Laundry Detergent for Travelling, and Underwear Liquid Laundry Detergent, conveying the concept of "Dedicated Products for Specific Uses" to consumers. In 2015, Blue Moon overcame the technical challenges of concentration technology and, as a pioneer in the field, launched the innovative "Concentrated Plus" Zhizun Biotech Liquid Laundry Detergent. Over the years, Blue Moon has continued to improve and iterate on a wide array of Zhizun products, heralding a new chapter in “Concentrated Plus” laundry innovation.

It is noted that Blue Moon sold approximately 50 million bottles of Zhizun series products cumulatively last year, with the capacity to wash 33 billion clothing items. This latest feat of the Zhizun Liquid Laundry Detergent not only represents a remarkable achievement, but also sets an envied benchmark for the industry.

The Zhizun Liquid Laundry Detergent, which has garnered widespread acclaim across all sales channels and become a trendsetter for its peers to follow, has maintained robust growth momentum and constantly rejuvenated itself since its debut a decade ago.  To illustrate, in 2018, Blue Moon upgraded and launched the Zhizun Biotech Liquid Laundry Detergent, building on the success of its predecessor, the Zhizun Machine Wash Liquid Laundry Detergent. Since then, in response to evolving consumer demands for laundry products and their growing emphasis on high-quality cleaning experiences, Blue Moon has continuously iterated and upgraded its product line. The brand has successively developed variants of Zhizun Biotech Liquid Laundry Detergent, such as Deep Cleaning, Bacteria & Odor Removal, For Quick-dry Fabrics and Multiple Cleaning, which have not only enriched the domestic high-end laundry detergent market, but also satisfied users’ cleaning needs in diverse scenarios. Recently, Blue Moon has also introduced its Zhizun Laundry Essence, empowering consumers to enjoy a higher quality clean lifestyle.  

With every new product brought to market, Blue Moon demonstrates its courage to break new ground and achieve excellence in the laundry realm.

Despite being an essential livelihood sector directly connected to people’s daily lives, technological innovation in household cleaning is frequently underestimated. When people routinely press the start button on their washing machine, they seldom realize the technological reform that is taking place behind the scenes. Household cleaning is not as traditional and outdated as many people perceive it to be. On the contrary, the sophisticated technology packed into a small drop of liquid laundry detergent that ensures effective cleaning and a satisfying experience is significant and shouldn’t be overlooked.

The Zhizun Laundry Essence is the perfect example. It boasts 47% of active ingredients, which is more than three times the national standard for liquid laundry detergents. The product dissolves instantly in water, making it perfectly suited for the 15-minute Quick Wash mode for fast, residue-free cleaning. It also features a patented pump dispenser that delivers 8 grams of liquid detergent precisely per pump, sufficient for the daily laundry volume of a three-person household.

It is worth mentioning that Blue Moon also emphasizes pairing high-quality products with scientific methods. Focused on different stain types and washing machine settings, it has proposed Three Professional Laundry Tips comprising three key elements: pre-treatment, soaking and duration. By integrating these elements with its innovative products, Blue Moon helps consumers solve various cleaning problems and elevate their laundry experience. Blue Moon takes a dual-pronged approach, offering both superior products and practical methods to bring consumers a brand-new, clean lifestyle.

Today, Blue Moon’s Zhizun Laundry Essence is redefining cleaning efficiency with cutting-edge technology. This is not merely a simple product iteration; it symbolizes Blue Moon’s groundbreaking transition from "meeting functional needs" to "transforming experiences" and exemplifies the innovative energy unleashed by the traditional industry through technological empowerment. With its Zhizun Laundry Essence, Blue Moon is leading the industry into a new era of laundry that is more eco-friendly, convenient and efficient.

The Pacesetter’s Responsibility: The Value and Mission Behind Concentration

Amid the global climate crisis, the value system in the business world is undergoing a reassessment, with enterprises shifting from a "profit-first" approach to "sustainable value creation". As a leading company in the household chemical industry, Blue Moon has taken up the banner of green and sustainable development in the laundry sector through its "concentrated” strategy.

The founder of Blue Moon once stated, "Promoting concentrated liquid laundry detergent has been the project that Blue Moon has invested the most in and spanned the longest period. However, we are deeply committed to making it a success because it genuinely benefits the country and its people, holding profound significance for consumption upgrading. “We will see it through, no matter how challenging it is."

From the perspective of user value, the concentrated liquid laundry detergent empowers consumers to upgrade their cleaning experience, achieving a leap from merely getting clothes clean to achieving high-quality cleaning results, and to enjoying a better life. In terms of industry value, promoting the concentration upgrade of the industry can reduce storage space, save transportation costs, and improve shelf productivity, bring benefits to both suppliers and retailers. As for social value, the concentrated liquid laundry detergent not only saves water and electricity, but also significantly reduces the packaging materials and overall carbon emissions during the washing process, making it of notable value in environmental protection.

According to the report Compact Detergents in China - A Step Towards More Sustainable Laundry a Life Cycle Assessment, issued by CCIA (China Cleaning Industry Association), if all Chinese consumers use concentrated laundry detergents, 8.567 billion kWh electricity consumption, 1.7472 million tons of carbon dioxide, and 2.4211 million tons of laundry waste water would be saved a year.

In addition, Blue Moon has also designed both quantitative packaging and refillable packaging for its products. Specifically, the design standard for the pump head of Zhizun Laundry Essence is engineered to withstand more than 800 times of pressing, significantly enhancing its reusability. The product labels specify recommended dosage based on washing machine types, water levels, and number of garments, effectively preventing waste from overuse. The brand has also developed multiple refillable packaging options to reduce packaging material waste, proactively recommending concentrated products and bottle-and-refill bundle options to consumers, while actively promoting the proper use of refill packaging. 

It is evident that Blue Moon’s Zhizun series of concentrated products has not only achieved commercial success, but also implemented ESG principles across the entire industrial chain, including formula R&D, packaging design, logistics, retail sales and consumer education. This demonstrates Blue Moon’s broad vision and sense of social responsibility as an industry leader, and demonstrates its capacity and commitment to lead the industry towards environmental sustainability. 

Throughout the evolution of commerce, a company’s sense of social responsibility consistently helps build a positive corporate image and reputation among consumers, which in turn promotes market sales, forming a virtuous circle. The fact that Blue Moon’s liquid laundry detergent has been the market leader for 16 consecutive years highlights consumers’ trust in responsible enterprises and that such enterprises are being recognized in the modern era.

Summary

Blue Moon’s position as a trusted brand for countless Chinese households reflects the deeper logic behind the upgrading of traditional industries: Genuine innovation is not simply a matter of stacking parameters - it harnesses the disruptive power of cutting-edge technologies to make daily cleaning in every household a gateway to a green lifestyle, thus turning the industry that meets basic livelihood needs into a key area for sustainable development. Only by leveraging practical technologies to respond to consumer upgrading trends and deepening product concepts with social responsibility can a company transcend economic cycles and establish itself as a long-lasting industry benchmark.