/PRZWT/Guangzhou, July 23, 2024 - Where there are people, there are rivers and lakes.
In this arena, there is never a shortage of winners, nor is there any shortage of luck.
However, the king's victory is never accidental, nor can it be supported by luck.
In the noisy Jiqing market, competitors abound, and everyone wants to have a place in the market and seize the C-position flow pool. However, there is only one first seat after all. And the first often represents the innovation and transformation of products and industries.
Recently, the spirit of the king has always shrouded Blue Moon Supreme. The story of Blue Moon Supreme's explosive combination topping the sales list several times in a row is worthy of deep digging by the same industry. And the hard work that Blue Moon Supreme has poured into behind it has indeed decrypted the password of the red disk of sales. This is not an accident, nor is it due to luck, but comes from the "obsession" with users, products and industries.
01 Vibrant Creators: Redefining the New Era of Laundry with Disruptive Innovation
Driven by the new wave of consumption, the most indispensable thing in the market is new products. Although the endless products are dazzling, careful comparison shows that there is no essential difference, and the so-called "homogeneity" of products is too serious. Consumers' expectations put forward high requirements for product breakthroughs at the level of innovation, which also directly led to the emergence of no innovative products in the Jiaqing market for a long time, until Blue Moon Supreme broke through the siege.
Successful people have their own unique skills. With the improvement of people's living standards and the change of consumption concepts, consumers have higher and higher requirements for the quality and function of detergent products. They are more inclined to choose products with better cleaning effect, environmental protection, health and safety characteristics. Against this background, Blue Moon broke through many technical difficulties and launched the first domestic "concentrated +" laundry detergent with pump head metering packaging - Machine Wash Supreme, and then launched Supreme Biotechnology Laundry Detergent on the basis of Machine Wash Supreme. And Blue Moon Supreme, these must-kill skills that revolutionize and innovate at the product level, give consumers a new washing experience.
For laundry, consumers must pay the most attention to cleaning power. When all homogeneous products can be "washed clean", Blue Moon Supreme gives consumers more added value. Adhering to the pursuit of "beyond cleanliness", Supreme laundry detergent, on the basis of washing clean, also uses biological stain removal technology and anti-stain redeposition technology to effectively prevent clothes from turning yellow, gray and old, bringing a deeper cleaning experience.
In addition, for some special life scenarios, Blue Moon Supreme has designed functional products to meet the daily needs of consumers: for the deodorization level, Blue Moon Supreme has launched a special design "sterilization and deodorization model", which can not only effectively remove the odor of clothes contaminated with hot pot and other food, but also solve the dry smell of clothes in the rainy season. The product also adds a sterilization factor, which can also effectively sterilize during the deodorization process, with a sterilization rate of up to 99%; for the laundry needs of sports people, Blue Moon Supreme has also launched a "sports special effect model", which can effectively remove the sweat smell of clothes in the washing stage and inhibit the sweat smell of clothes in the wearing stage. For quick-drying fabric clothes, it simultaneously solves the problem of serious sweat smell of quick-drying clothes and protects the sweat-absorbing and quick-drying performance of clothes.
In today's fast-paced life, "speed" has spread to all aspects of consumers' lives. Supreme relies on "Supreme Second Dissolution Technique", which is particularly suitable for quick washing. It dissolves in 1 second after entering the water, and instantly bursts with super cleaning power. It achieves super cleanliness and no residue, resulting in an efficient laundry experience that saves water, electricity, time and effort, and improves the quality of life.
In terms of usage, Supreme has solved the problem of consumers' daily use of laundry detergent, and has carried out a subversive upgrade. Its innovative packaging design allows users to accurately measure the dosage, press the pressure pump with one hand, and pump 8 grams. Consumers no longer have to worry about using too much waste, reducing the problem of unclean washing, making the operation easier and more convenient.
One operation not only successfully solved several major pain points of daily laundry care for consumers, revolutionized consumers' cognition and experience of laundry, and improved the quality of life, but also led China's washing industry from the era of laundry "liquid" to the era of "concentrated +" biotechnology, achieving a leap-forward upgrade.
02 Riding the wind and waves: creating user requests, breaking industrial bottlenecks
More than a decade ago, the mobile phone industry was dominated by Nokia, accounting for about half of the world's mobile phones. However, the emergence of Apple quickly changed the global mobile phone industry landscape, not only quickly ending Nokia's dominance in the mobile phone market at that time, but also changing the development direction of the entire industry. Apple redefined the smartphone, redefined the communication industry, and redefined the Internet. Apple is a classic case of creating demand. Before Apple, no consumer had imagined that mobile phones could be played like this, which is the key to Apple's miracle.
Like Apple, Blue Moon Supreme is stirring up the laundry market with this "creation".
In 2015, concentrated laundry detergents in developed countries accounted for more than 98%, while concentrated laundry detergents in China accounted for less than 4%. Blue Moon took the lead in launching the first "concentrated +" laundry detergent in China and promoted concentrated laundry detergents nationwide, setting off a revolution in China's washing market.
In 2018, Blue Moon innovated on this basis and launched Supreme Biotechnology Laundry Detergent, leading the industry into the era of biotechnology laundry detergent.
When users only felt "aesthetic fatigue", but there were no innovative new products to choose from on the market, Blue Moon Supreme was born, which made consumers' eyes shine: it turns out that laundry detergent can still be like this!
Learning is easy and copying is simple. Passive demand creation is being adopted by thousands of companies. However, the power of active demand creation has never been popularized. And active demand creation is precisely the key point to widen the gap between enterprises. Blue Moon Supreme, always walking on the road of active attack, creates demand, opens up ideas, tells the market what consumers need, meets the potential needs of users from the root, breaks the bottleneck of the industry, and infinitely raises the ceiling of enterprise development.
03 Fearless Subversive: The road is long, the walker is coming
As the drawbacks of the large-bottle laundry detergent market become increasingly apparent, consumer consumption orientation has begun to shift towards trend technology concentrated laundry detergent.
In terms of social value, concentrated laundry detergents are more beneficial to environmental protection. Compared with traditional laundry detergents, Blue Moon Supreme can save 82.5% of the usage, which greatly reduces the packaging materials and comprehensive carbon emissions consumed by detergents. According to the "Life Cycle Assessment of Concentrated Detergents" of the China Laundry Products Industry Association, if all Chinese consumers use concentrated detergents, the annual energy loss can be reduced by 8.567 billion degrees, 1.7472 million tons of carbon dioxide, and 2.4211 million tons of washing wastewater.
Leaving aside the ultimate product features, from a social and environmental perspective, concentrated laundry detergent must be the future development trend of laundry care, and the promotion of concentration is a matter of benefit to the country and the people.
However, due to price factors and consumer spending habits that are difficult to change for a while, the current market share of China's concentrated laundry detergent is still low, which also means that Blue Moon needs to invest more "consumer education" costs in the process of promoting Supreme laundry detergent. However, in the eyes of Blue Moon's founders, it is a long road ahead.
The founder of Blue Moon once said: "The promotion of concentrated laundry detergent is the project that Blue Moon has invested the most and has the largest span, but we very much hope to make it happen because it really benefits the country and the people and has far-reaching significance for consumption upgrading. No matter how difficult it is, it must be done."
In the face of Blue Moon's determination and courage to do things, industry insiders have given high recognition. In the opinion of industry insiders, cultivating a future market is much more difficult and risky than taking a share of the existing market. However, Blue Moon is still willing to invest time and cost in market education to promote the enrichment process of the industry, demonstrating the responsibility and responsibility of the leader.
Since 2015, when Blue Moon Supreme first came out, Blue Moon Supreme has been continuously upgrading and iterating in the process of withstanding market tests, always focusing on the pain points of consumers in terms of laundry and care. Every upgrade and the appearance of each new product is a user-centered excavation of consumer pain points by Blue Moon Supreme. Ten years of sharpening a sword, it is this kind of insistence on doing one thing to the extreme that has enabled these disruptors to maintain their leading position in the market.
At the moment when traffic is rampant, the theory of "traffic" is rampant. However, when the focus of brand development begins to shift from "extroverted" traffic communication to "internal" product strength construction, when traffic is "slow" and consumption returns to rationality, it is often those brands that are meticulous in product production and research and development that can impress consumers. Blue Moon Supreme is appearing in the consumer's field of vision with such a posture. Concentrate on research, seek inward, and do a solid job in each product, traffic will naturally come from all directions.
In this "reconstruction competition", when the gunshots rang out, the winner had already been written on the public notice board, which was the destined victory of Blue Moon Supreme from the beginning of its birth. From the beginning of its entry into the market, Blue Moon Supreme was destined to be a gale blowing on the laundry track, bringing an unprecedented break and change to the Jiaqing market. Source: Brand Focus
