Blue Moon Group Releases 2025 Half-Year Report: Revenue Approximately HKD 3.037 Billion in the First Half, Significant Effectiveness of Strategy Optimization.

On August 21, Blue Moon Group (06993.HK) announced its performance report for the first half of 2025. The announcement indicated that as of June 30, 2025, the company achieved revenue of approximately HKD 3.037 billion, maintaining stability compared to the same period last year. In the first half of the year, the company effectively controlled sales and distribution expenses, which decreased by 13.2% year-on-year. Meanwhile, Blue Moon continued to strategically expand emerging channels and continually optimize resource allocation across various channels, strengthening the interaction and distribution network across all channels and product categories, with stable growth in sales through traditional online sales channels and offline distributor channels. Additionally, the company declared an interim dividend of HKD 0.08 per share, demonstrating its long-term commitment to shareholder returns.

It is worth mentioning that benefiting from the optimization and expansion of offline distribution channels, sales of hand sanitizers have increased, with Blue Moon's personal care products recording a 12.4% growth compared to the same period last year. Sales of the other two major categories, namely clothing care products and home cleaning products, also remained stable. Against the backdrop of the integrated development of all channels, Blue Moon continues to focus on the core needs of consumers, seeking the optimal development path through the complementary competition of online and offline channels, thereby gaining a competitive edge by enhancing the use value, brand value, and emotional value of its products.

Innovative technology sets a clean benchmark, closely aligning with evolving consumer demands.

In recent years, with the continuous expansion of market size and the rapid enhancement of quality of life, consumer demand for cleaning and care across three major categories—clothing, personal, and home—has shifted towards more specialized, self-satisfying, and environmentally friendly values. As a leading company in the daily chemical industry, Blue Moon has demonstrated strong resilience in a complex and changing consumption environment, continuously driving the industry towards the 'Concentrated+' era.

According to the '2025 White Paper on the Diversified Development Trends of Clothing Cleaning,' compared to the mature concentrated markets in Europe and the United States, the concentrated category in our country is still in the penetration phase, with significant growth potential. Blue Moon seized the market gap back in 2015, launching the first pump-head metering packaged 'Concentrated+' laundry detergent, leading the industry into an efficient and low-carbon 'Concentrated+' era with its green philosophy of 'small volume, great energy.'

Deeply understanding the principle of 'attacking the difficult and defending the easy,' Blue Moon has not stopped there, continuously iterating and upgrading the Supreme series. In 2024, under the strategic framework of 'Concentrated+,' the company continued to delve into the market, launching a masterpiece that embodies ten years of research and development from the Supreme series—Supreme Biotechnology Laundry Detergent (All-Purpose Clean), which features an all-encompassing performance that addresses multiple scenarios. It not only integrates the diverse functions of the Supreme series products but also includes multiple functions such as stain removal, antibacterial odor elimination, performance preservation, and quality maintenance, while innovatively employing dual anti-soiling technology to ensure that whites remain bright and colors stay vibrant, fulfilling the demand for efficient cleanliness while providing consumers with 'time-saving, effort-saving, and worry-free' emotional value.

Looking at Blue Moon's brand matrix, relying on 33 years of accumulated innovative research and development strength and keen market insight, Blue Moon centers its strategy around 'cleaning across all scenarios.' While stabilizing its influence and market share in the laundry detergent and hand sanitizer markets, it has gradually expanded its cleaning landscape, currently featuring top-tier products in the clothing care, personal care, and home care segments, such as the Supreme series, Pure Enjoy series, and Blue Moon.

The market has also provided positive feedback for Blue Moon, as relevant data indicates that in the 2025 China Brand Power Index (C-BPI) report, Blue Moon has won the top brand strength in both laundry detergent and hand sanitizer categories for 15 consecutive years due to its exceptional brand power.

Recently, Blue Moon launched the new "Net Enjoy" foaming body wash in a moisturizing variant, accelerating its transformation into a leading brand in the full range of daily chemicals. This new product extends the concept of "speed" from laundry to bathing, offering instant foam with a single pump and immediate cleanliness with a rinse. The micron-level dense foam carries moisturizing skincare ingredients, allowing for quick cleaning and skincare, thereby saving consumers more fragmented relaxation time. On August 17, four products from the Blue Moon Net Enjoy body wash family made their debut in a live broadcast by Douyin influencer Zhu Xiaohan, which garnered widespread attention from netizens. As of now, the AI promotional video produced by Blue Moon and released by Zhu Xiaohan has received over 650,000 likes on the Douyin platform.

Knowledge marketing popularizes scientific washing, reaching users through all channels.

Currently, the domestic consumer market has gradually recovered, but consumer behavior has undergone significant changes. Compared to the previously price-sensitive consumers, current consumers not only pursue value-for-money but also emphasize the usage experience in segmented scenarios, with consumption preferences gradually shifting towards emotional satisfaction.

In order to reach target groups in the complex and ever-changing consumer market, brands are increasingly competing in packaging, pricing, and ingredients, and online channel exposure has become an important path for brands to attract consumers. However, for Blue Moon, investment in online and offline channels is not merely for "visibility"; as a pioneer in the domestic "concentrated+" market, Blue Moon has the responsibility and obligation to promote and invest.

Data from the first half of this year indicates that while Blue Moon strategically optimizes its resource allocation on emerging e-commerce platforms, sales performance on traditional e-commerce platforms has maintained steady growth. This demonstrates that Blue Moon's prior optimization of product placement and sales models across various online platforms has effectively realized synergistic effects among e-commerce platforms. As Blue Moon's brand influence continues to expand, it will reach a larger incremental space and more diverse consumer demographics.

While adhering to a full-channel sales strategy, Blue Moon has also gradually set a new benchmark for marketing in the daily chemical industry, which is the knowledge marketing that Blue Moon has consistently upheld. Utilizing online micro-variety shows, micro-dramas, music MVs, and offline activities like the "Supreme Clean Journey" and "Laundry Master," Blue Moon teaches consumers scientific washing methods in an engaging manner, safeguarding the clean lives of countless families.

In 2025, Blue Moon will continue the momentum of the first season IP project, collaborating with diverse ecological partners to launch the "Amazing Future Laundry Technology II." Through audiovisual and participatory multidimensional communication, it aims to transform professional washing and care knowledge into engaging content that is perceptible to the public. As of now, this IP project has achieved over 1.8 billion impressions across the internet, capturing the attention of many Generation Z individuals and young families.

The aesthetics of cleanliness build a protective moat, resonating emotionally to reach the heart.

In traditional contexts, cleanliness refers to tidy clothing and spotless living spaces, elevating from physical cleanliness to dignity and confidence on a spiritual level. Under the rebranding by Blue Moon, cleanliness has become a form of life aesthetics, allowing every household to live in the world of Blue Moon—clean, healthy, comfortable, dignified, and happy.

From a broader perspective, Blue Moon's aesthetics of cleanliness transforms cleanliness into a belief, allowing individuals to enjoy it and attain spiritual clarity. It is precisely due to this pursuit of cleanliness that Blue Moon has continuously participated in and supported the CCTV Autumn Gala as the exclusive title sponsor for 12 consecutive years. Recently, the "Moon Full Across the Nation Concert," exclusively sponsored by Blue Moon and produced by the China Media Group, was held on the Pearl River in Guangzhou. With the bright moon as the backdrop and songs as vessels, this concert served as the prelude to this year's CCTV Mid-Autumn Festival Gala, igniting the emotions of family reunions in advance. Behind this is not only Blue Moon's commitment to the ideology of cleanliness, pursuing the noble wish of 'allowing consumers to be worry-free about cleanliness,' but also Blue Moon's endeavor to reach consumers through artistic collisions and establish emotional resonance with them.

In addition to sponsoring the Autumn Gala, Blue Moon has supported multiple initiatives based on its expertise in cleanliness over the years. As of 2024, Blue Moon has been the chief sponsor of the University Student Art Expo for 11 consecutive years, contributing to the vigorous development of social aesthetic education, while also collaborating six times with the Guangzhou Huangpu Marathon, providing professional cleanliness to accompany runners and contributing to the power of cleanliness. Furthermore, it has supported several public welfare projects such as 'Wise Women,' 'I Am a Healthy Little Angel,' and 'Safety and Health Plan - 'Hand' Protecting the Future' for many years.

Since the beginning of the year, Blue Moon has achieved steady development amidst the complex changes in the consumer market by optimizing product structure and marketing strategies, continuously conducting scientific washing popularization activities, and promoting digital factories. From groundbreaking technological advancements in All-Around Supreme to the significant launch of the Moisturizing Foam Bathing Gel, from the holistic innovation in knowledge marketing to the emotional resonance of cleanliness aesthetics, Blue Moon is elevating cleanliness from a physical attribute to a philosophy of life and social value.

Looking ahead, as a leading enterprise in the industry, Blue Moon will continue to promote the transformation and upgrading of the daily chemical industry. With the ongoing penetration of 'Concentrated+' products and the in-depth optimization of the all-category strategy, Blue Moon will continue to lead high-quality development in the daily chemical sector.

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