Blue Moon releases 2025 annual report: Full-year revenue reaches approximately HKD 8.409 billion, with a significant reduction in losses by over 50% during the period

On March 26, Blue Moon Group (06993.HK) released its 2025 full-year performance announcement. The announcement shows that as of December 31, 2025, the company achieved revenue of approximately HKD 8.409 billion, with annual losses narrowing significantly by 56.1% year-on-year to approximately HKD 329 million. This marks substantial progress in the group's strategic adjustments and signifies the official entry into the next phase of high-quality development. In 2025, revenues from the company’s garment cleaning and care products, personal cleaning and care products, and household cleaning and care products were HKD 7.401 billion, HKD 578 million, and HKD 430 million, respectively. Additionally, the company’s board proposed an annual dividend of 10.0 Hong Kong cents per share, demonstrating a firm commitment to long-term shareholder returns.

Over the past year, Blue Moon continued to advance its strategic optimization, focusing on technological innovation and quality upgrades, fully achieving dual leaps in operational efficiency and brand value. It successfully completed the strategic transition from capturing market share to deepening quality improvement. Previous strategic investments are gradually being converted into sustainable growth momentum for the enterprise.

Strategic optimization improves quality and efficiency; R&D innovation helps open up a second growth curve

True long-termism requires not only the courage to invest against industry cycles and seize opportunities for strategic positioning but also the decisiveness to quickly adjust operating strategies and restore profitability. In 2025, the domestic consumer market still faces significant challenges. Blue Moon’s better-than-expected loss reduction reflects the development resilience of leading daily chemical enterprises navigating through industry cycles, as well as their operational wisdom and sense of responsibility in a complex environment.

According to the 2025 annual report, Blue Moon's total sales and distribution expenses for the year decreased by 11.5% year-on-year. The company attributed this decline primarily to the continuous optimization of its sales channel structure, precise allocation of market resources, and deep application of digital marketing. On emerging online platforms such as Douyin, Blue Moon maintained its brand presence across all domains while optimizing its online resource allocation strategy, achieving cost reduction and efficiency improvement alongside enhanced operational efficiency. As a result, despite a significant drop in sales expenses, revenue remained largely stable, reflecting the company’s strategic focus on higher-quality growth.

At the same time, Blue Moon continued to push forward with the market penetration of its premium 'concentrated+' liquid detergent series in 2025. According to Blue Moon's 2025 annual report, since its launch, the premium bio-tech liquid detergent has shown robust performance on major e-commerce platforms, with an accumulated positive review rate exceeding 98%. While maintaining strong momentum in its core garment cleaning and care segment, rapid growth in the personal cleaning and care segment has successfully opened a second growth curve for Blue Moon.

Benefiting from the optimization and expansion of both online and offline channels, along with new product launches, Blue Moon's personal cleaning and care products generated revenue of HKD 578 million, representing a 12.8% year-on-year increase. Last year, Blue Moon introduced a new hydrating variant of its Enjoy Clear Foam Body Wash, further enriching the Enjoy Clear series. This product uses micron-level foam technology that releases rich lather with a single pump without the need for rubbing. It features an easy-rinse formula that ensures quick rinsing without leaving any slippery or sticky residue. With multiple amino acid surfactants combined with hydration-balancing technology and high-moisture ingredients, the product achieves an average moisture retention rate of over 98%, delivering efficient cleansing, gentle hydration, and a comfortable experience suitable for all-season moisturizing needs.

Meanwhile, Blue Moon collaborated with spokesperson Jianci Tan to launch co-branded gift boxes on multiple platforms including JD.com, Tmall, and Douyin. On the day of release, the Enjoy Clear Foam Body Wash ranked first among new shower products on several platforms, achieving simultaneous boosts in brand awareness and product sales.

Moreover, addressing pain points like children's clothing and school uniforms being prone to large areas of dispersed dust, sweat stains, and oil stains during everyday wear, Blue Moon launched its new stain remover for garments at the end of 2025. When used in conjunction with the premium series liquid detergent, this product significantly improves garment stain removal efficiency. This 'combination punch' approach to product pairing makes Blue Moon's washing and care solutions more targeted, aligning even closer with consumers’ real-life usage scenarios.

Euromonitor data shows that products emphasizing fine care, efficient cleaning, quality safety, and multi-dimensional experiences are experiencing rapid growth, marking the entry of the washing and care market into a refined era. In line with this trend, Blue Moon continues to expand its product portfolio, promoting best-selling categories such as specialized laundry detergents for underwear, antibacterial and deodorizing detergents, and sports detergents, thereby diversifying its product mix to better meet consumers' diverse and refined cleaning demands.

According to Blue Moon's 2025 annual report, the company utilized its internal resources and proceeds from global offerings to invest heavily in enhancing its R&D capabilities. It is this long-term commitment to R&D investment and deep technological accumulation that supports Blue Moon's continuous product innovation and the development of a second growth curve, laying a solid foundation for navigating industry cycles and achieving high-quality development.

Deepening Brand Building: Knowledge Marketing Builds Brand Moat

Currently, consumer preferences are gradually shifting from price sensitivity to value sensitivity, pursuing not only cost-performance but also valuing user experience and emotional satisfaction in specific scenarios. Against this backdrop, Blue Moon's years-long commitment to knowledge marketing is progressively building an irreplicable brand moat. As a leading domestic player in the daily chemical industry, Blue Moon regards the promotion of scientific washing concepts as part of its corporate responsibility, consistently carrying out knowledge marketing over the years to strengthen consumers' understanding and trust in the brand's product functions and philosophy.

In 2025, Blue Moon continued to deepen its knowledge marketing strategy, systematically constructing a diversified communication system and an in-depth user engagement mechanism through an integrated online-offline, multi-touchpoint, full-coverage channel matrix.

According to the 2025 annual report of Blue Moon, the company held over 380 immersive experience events called the 'Supreme Cleanliness Journey' throughout the year. By inviting consumers to visit the Washing Technology Museum, engage in face-to-face discussions with senior washing scientists, and participate in hands-on teaching sessions to master scientific washing methods, the company focused on scenario-based teaching, immersive experiences, and interactive science popularization to convey the concept of scientific washing. This immersive educational approach transformed scientific washing from a simple slogan into an integral part of consumers' daily cleaning routines.

Meanwhile, Blue Moon's branded intellectual property (IP), 'The Incredible Future of Laundry Technology,' continued to gain traction. In 2025, building on the success of the first season, the company launched 'The Incredible Future of Laundry Technology II' in collaboration with diverse ecosystem partners. Using various storytelling formats such as music videos, creative short dramas, and lightweight variety shows, the campaign achieved engaging, scenario-based communication and emotional connections with consumers. To date, this IP project has garnered over 1.8 billion online views.

Additionally, in terms of brand building, Blue Moon has been the exclusive sponsor of CCTV's Mid-Autumn Festival Gala for 12 consecutive years. In 2025, the company further deepened its collaboration with CCTV and Hunan TV's Mid-Autumn Festival Galas, using the moonlit sky as a backdrop and songs as a metaphorical boat to seamlessly embed the brand into consumers' Mid-Autumn memories, deeply integrating cleanliness with scenes of family reunion. This reflects Blue Moon's commitment to its clean philosophy, pursuing the vision of 'worry-free cleanliness for consumers.' Moreover, it represents Blue Moon's aspiration to reach more consumers through artistic collaborations and establish profound emotional resonance.

Blue Moon's brand influence has consistently received authoritative recognition. According to data from the China National Commercial Information Center, Blue Moon laundry detergent ranked first in market share for 16 consecutive years (2009-2024), while its hand soap ranked first for 13 consecutive years (2012-2024). According to the China Brand Power Index rankings and analysis report released by Chnbrand, Blue Moon's laundry detergent and hand soap have retained the top position in the China Brand Power Index (C-BPI) for 15 consecutive years (2011-2025). Both the 'Blue Moon' and 'Supreme' trademarks have received the highest AAA rating in the China Trademark Association's evaluation of well-known trademarks, making Blue Moon the first company in the industry to achieve this dual honor.

Through years of practice, Blue Moon has proven that true industry leaders are not confined to competing for shares in existing markets but instead create new growth opportunities through continuous innovation. Looking ahead, Blue Moon will continue to prioritize users, adhere to principles of innovation, sustainability, and green development, closely track market trends, continuously optimize operational strategies, increase R&D investment, and launch high-quality products that better meet consumer demands and align with environmental protection goals, ensuring users enjoy worry-free cleanliness throughout their lives.

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