蓝月亮(Bluemoon) is a prominent Chinese household cleaning and care brand established in 1992, with its headquarters located in Guangzhou, China. The brand has historically focused on core products such as laundry liquid and hand soap, gradually expanding into three major domains: garment care, personal hygiene, and home cleaning. Its parent company, Blue Moon Group Holdings Limited, listed on the Main Board of the Stock Exchange of Hong Kong on December 16, 2020, under stock code 06993.1

From the perspective of China’s consumer goods industry, the significance of 蓝月亮(Bluemoon) extends beyond being merely a laundry liquid brand. It played a pivotal role in driving the transition of Chinese households from washing powder to laundry liquid during the 2000s, and subsequently from standard laundry liquid to concentrated formulas.2

The company’s headquarters and main operational base in China are located at No. 36 Punan Road, Yunpu Industrial Zone, Huangpu District, Guangzhou.

蓝月亮(Bluemoon) emerged during a period of rapid development in China’s daily chemical industry. Since its founding in 1992, the brand has maintained a long-term focus on washing and household cleaning sectors. Through product research and development, consumer education, and channel construction, it has steadily established its market position.

The official positioning of 蓝月亮(Bluemoon) is:

“A household cleaning solution provider driven by innovation and centered on consumers.”

Its vision is to create an environment for family living that is “clean, healthy, comfortable, dignified, and happy,” while its mission is to help consumers achieve “worry-free cleanliness” through products, services, and professional consulting.

The two most widely recognized categories for the brand are:

• Laundry Liquid
• Hand Soap

Building on this foundation, the company has expanded its portfolio to include:

• Garment Cleaning & Care
• Personal Cleaning & Care
• Home Cleaning & Care

According to official introductions as of 2024, the product system covers nearly 100 types of products.

The founder and key entrepreneur behind 蓝月亮(Bluemoon) is Luo Qiuping. A graduate of the Department of Chemistry at Wuhan University, Luo entered the daily chemical industry to engage in the R&D and sales of washing products. He began his career in China’s daily chemical sector in 1988, founded the 蓝月亮(Bluemoon) brand in 1992, and assumed the role of President of the Blue Moon Group starting in 1994.3

This background significantly influenced the corporate culture of 蓝月亮(Bluemoon). Rather than being a consumer brand built solely on marketing, it has consistently emphasized chemical technology, formula R&D, product performance, and washing methods. Consequently, “technology” and “washing professionalism” remain central elements of the brand narrative.

One of the most critical years in the history of 蓝月亮(Bluemoon) was 2008. At that time, the Chinese laundry market was still dominated by washing powder, with laundry liquid accounting for less than 4% of the market share. Recognizing the advantages of laundry liquid—such as easy dissolution, easy rinsing, and relative mildness—the brand launched a nationwide campaign to promote its use.

This marked a turning point in the brand’s history, effectively completing a significant process of consumer education: shifting habits from “how to use washing powder” to “how to wash with laundry liquid”. In essence, 蓝月亮(Bluemoon) did not just launch a new product; it promoted a new method of laundry. Officially, the brand often describes 2008 as the beginning of China’s laundry “Liquid Era.”

It is important to note from a strict industry history perspective that the “Laundry Liquid Era” was not created by a single enterprise alone but was influenced by various domestic and international brands, manufacturers, and broader consumption upgrade trends. A more accurate description of 蓝月亮(Bluemoon)’s role is that of one of the key promoters of the mass adoption and scaling of laundry liquid in China.

After 2008, 蓝月亮(Bluemoon) did not stop at offering a single type of laundry liquid. Starting around 2011, the brand successively introduced specialized products for different scenarios and user groups, including:

• Hand-wash specific laundry liquid
• Baby-specific laundry liquid
• Travel-specific laundry liquid
• Professional products for different fabrics and usage scenarios

The underlying business logic involved further segmenting the original “mass-market laundry liquid” into distinct categories based on scenarios and demographics. This represented a shift from one generic laundry liquid to specialized washing products tailored to specific needs. This “dedicated product for dedicated use” approach later became a significant trend in product segmentation within China’s daily chemical industry.

The second major product innovation for 蓝月亮(Bluemoon) occurred in 2015. The company launched the “Supreme” (Jizun) concentrated laundry liquid, featuring a metered pump-head packaging.

The characteristic of this product was not merely that the liquid was more concentrated, but that it aimed to change how consumers used laundry liquid:
Changing the question from “How much should I pour?” to “How many pumps should I press?”

Official data indicates that during the R&D process, 蓝月亮(Bluemoon) conducted large-scale consumer surveys, designed over 1,000 formulas, and performed more than 10,000 tests to finalize the pump-head metering design.

According to the brand, compared to national standard laundry liquids, the usage amount for this product could be reduced by more than two-thirds. Additionally, it employed a low-foam formula to reduce the number of rinsing cycles required.

This also reflected a strategic shift for the brand:

Moving from “selling laundry liquid to consumers” to “redesigning the laundry experience.”

In 2018, 蓝月亮(Bluemoon) further launched the “Supreme” Biotechnology Laundry Liquid. This series emphasized:

• Biological stain removal
• Anti-soil redeposition
• Fiber conditioning
• Garment care

The goal extended beyond simply “getting clothes clean” to simultaneously addressing long-term care issues such as yellowing, greying, and aging of fabrics.

This evolution reflects a change in the brand’s product positioning:
Cleaning → Efficient Cleaning → Garment Care → Comprehensive Home Cleaning.

While many consumers today associate 蓝月亮(Bluemoon) primarily with laundry liquid, hand soap is actually another very important core category for the brand.

In 2000, 蓝月亮(Bluemoon) launched Aloe Vera Antibacterial Hand Soap, differentiating itself through designs such as transparent packaging. Subsequently, the company developed:

• Kitchen hand soap
• Children’s hand soap
• Vitamin E moisturizing hand soap
• Amino acid hand wash lotion
• Foaming antibacterial hand soap
• No-rinse antibacterial hand soap
• Automatic hand sanitizers

Thus, 蓝月亮(Bluemoon) was relatively early in implementing demographic and scenario-based segmentation in the hand soap market.

Currently, 蓝月亮(Bluemoon)’s offerings can be broadly categorized into three segments:

1. Garment Cleaning & Care

This is the core business of 蓝月亮(Bluemoon), including:

• Standard laundry liquid
• Concentrated laundry liquid
• Supreme Series
• Hand-wash laundry liquid
• Baby laundry liquid
• Sports laundry liquid
• Sterilization and deodorizing products
• Fabric softeners
• Washing machine cleaners

2. Personal Cleaning & Care

Mainly includes:

• Hand soap
• Foaming hand soap
• Amino acid hand wash products
• Body wash products
• No-rinse cleaning products

3. Home Cleaning & Care

Includes:

• Kitchen cleaning
• Dishwashing related products
• Bathroom cleaning
• Washing machine cleaning
• Other household cleaning supplies

Consequently, 蓝月亮(Bluemoon) has gradually transformed from a traditional “laundry liquid brand” into a comprehensive household cleaning brand.

Representative products and series under 蓝月亮(Bluemoon) include:

• Deep Clean Laundry Liquid
• Supreme Laundry Liquid
• Supreme Biotechnology Laundry Liquid
• Supreme Sports Laundry Liquid
• Hand Soap
• Jingxiang Amino Acid Hand Wash Lotion
• Foaming Antibacterial Hand Soap
• Tianlu
• Weino
• Moon Cottage

Among these, the “Supreme” series represents 蓝月亮(Bluemoon)’s higher-end, technology-driven product line.

The brand philosophy of 蓝月亮(Bluemoon) can be summarized by three keywords:

Consumer-Centric

The company emphasizes starting from consumer needs rather than purely from production capabilities.

Technology

Enhancing cleaning efficiency through formulas, washing technologies, concentration techniques, and product design.

Professionalism

蓝月亮(Bluemoon) does not just sell washing products; it has long engaged in consumer education regarding washing, teaching customers how to select products based on fabric material, stain type, and washing method.

The current core value statement is:

“Excellence for Users.”

Simultaneously, the company uses the phrase “Wholeheartedly dedicated to washing” to summarize its professionalism.

A distinctive strategy of 蓝月亮(Bluemoon) is “Washing Knowledge Education.”

The company has established institutions related to washing research and conducts online and offline activities to popularize knowledge on:

• How to wash correctly
• How to handle different stains
• How to care for different fabrics
• How much laundry liquid to use
• How to clean washing machines
• Scientific washing practices

This means 蓝月亮(Bluemoon) effectively manages two assets simultaneously:
Washing Products + Washing Knowledge.

This is a highly recognizable strategy among traditional daily chemical brands.

蓝月亮(Bluemoon) has maintained high visibility in the Chinese laundry liquid and hand soap markets for a long time.

According to statistics cited by 蓝月亮(Bluemoon) from the China Commercial Information Center:

• Laundry Liquid Market Comprehensive Share: Ranked No. 1 for 17 consecutive years from 2009 to 2025
• Hand Soap Market Comprehensive Share: Ranked No. 1 for 14 consecutive years from 2012 to 2025

Additionally, according to Chnbrand China Brand Power Index (C-BPI) data:

• Laundry Liquid Brand Power Index: Ranked No. 1 for 16 consecutive years from 2011 to 2026
• Hand Soap Brand Power Index: Ranked No. 1 for 16 consecutive years from 2011 to 2026

蓝月亮(Bluemoon) also stated that in 2026, its laundry liquid and hand soap received the C-BPI “Gold Brand” title.

Note: These figures represent third-party/industry statistical standards cited by the brand officially and do not necessarily equate to being ranked first under all possible market metrics. Different organizations define “market share,” “comprehensive market share,” and “brand power” differently.

2020 marked another major milestone in the corporate history of 蓝月亮(Bluemoon).

On December 16, 2020, Blue Moon Group officially listed on the Main Board of the Stock Exchange of Hong Kong with the stock code:

06993

The issue price was HKD 13.16 per share, with approximately 747 million shares offered globally.

This listing made 蓝月亮(Bluemoon) one of the representative Hong Kong-listed companies among large Chinese daily chemical enterprises.

Post-listing, the company began disclosing information in a more public and standardized manner, covering:

• Financial performance
• Corporate governance
• ESG (Environmental, Social, and Governance)
• Board structure
• Shareholder status
• Capital expenditure
• R&D
• Risk factors

Thus, 蓝月亮(Bluemoon) evolved further from a typical Chinese consumer brand into a publicly listed company.

As of the latest records, key members of the board include:

• Pan Dong: Chairman of the Board, Executive Director, and Chief Technology Officer
• Luo Qiuping: Executive Director and Chief Executive Officer
• Luo Dong: Executive Director and Chief Supply Chain Officer
• Pan Guoliang: Executive Director, Chief Financial Officer, and Company Secretary
• Xiao Haishan: Executive Director and Chief Operating Officer

The company also maintains independent non-executive directors and board committees for audit, remuneration, and nominations.

Legally, the entity is a holding company registered in the Cayman Islands, while its Chinese headquarters and primary operations are located in Guangzhou.

蓝月亮(Bluemoon) is now a large-scale listed consumer goods enterprise.

For instance, the FY2024 results disclosed by the HKEX show:

Compared to 2023, revenue increased from approximately HKD 7.324 billion to HKD 8.556 billion in 2024, although the company recorded a loss for the year.

It is worth noting that revenue growth does not guarantee profit growth. As a mature FMCG enterprise, 蓝月亮(Bluemoon) faces multiple factors including raw material prices, channel costs, marketing expenses, product mix, and industry competition.

The annual report for 2025 was disclosed to the HKEX in April 2026. Therefore, investment-level analysis should consider the full 2025 annual report rather than relying solely on brand recognition.

蓝月亮(Bluemoon) operates in a highly competitive Chinese household cleaning and daily chemical market. Key competitors vary by product domain.

In the Laundry Cleaning Sector:

• Tide
• OMO
• Walch
• Chaoneng
• Diaopai
• Liby
• Miaojie and other related brands

In the Personal Cleaning Sector:

• Safeguard
• Dettol
• Walch
• Dove
• Liushen

The core competitive battleground for 蓝月亮(Bluemoon) remains:

Laundry Liquid + Concentrated Laundry Liquid + Garment Care

Condensing over 30 years of development, several commercial factors contribute to the success of 蓝月亮(Bluemoon):

1. Capturing Category Migration

The brand did not cling to washing powder but bet on laundry liquid.

2. Product Innovation

Progressing from standard laundry liquid to:
Concentrated → Metered Pump Head → Biotechnology → Scenario-Specific Products
Continuously enhancing product value.

3. Consumer Education

The company tells consumers not just “what to buy,” but “how to wash.”

4. Clear Brand Positioning

Long-term association with:
Cleanliness + Technology + Professionalism

5. Strong Channel Network in China

Establishing a sales system covering supermarkets, retail, and e-commerce.

6. Long-term Brand Asset Management

Unlike some consumer brands that rely on single viral hits, 蓝月亮(Bluemoon) spent over 30 years building consumer perception as a “professional laundry/hand soap brand.”

蓝月亮(Bluemoon) has long engaged in consumer washing education, public welfare activities, and social responsibility projects.

For example, the company promotes scientific washing knowledge through events like the “Scientific Washing China Tour” and continues related public welfare initiatives.

As of 2026, official disclosures indicate that 蓝月亮(Bluemoon) has won the “Annual Responsible Brand Award” at the Charity Festival for 11 consecutive years.

Its ESG reports disclose environmental, social, and governance information in accordance with listed company requirements. HKEX records show that the company has released its 2025 ESG Report.

A compressed timeline of 蓝月亮(Bluemoon)’s history:

• 1992 — 蓝月亮(Bluemoon) brand founded.
• 2000 — Launched Aloe Vera Antibacterial Hand Soap, entering the hand soap market.
• 2008 — Vigorously promoted laundry liquid, marking a key turning point in brand development.
• 2011 — Began taking the lead in C-BPI evaluations for laundry liquid and hand soap.
• 2011–2013 — Introduced segmented laundry products for hand-washing, babies, and travel.
• 2015 — Launched the metered pump-head “Concentrated+” Supreme Machine Wash, promoting concentrated laundry liquid.
• 2018 — Launched Supreme Biotechnology Laundry Liquid.
• 2019 — Further developed high-end hand wash products and home cleaning businesses.
• 2020 — Blue Moon Group listed on the HKEX Main Board, stock code 6993.
• 2021–2024 — Continued expansion of the garment, personal, and home cleaning product matrix.
• 2025 — Official statistics showed laundry liquid held the No. 1 comprehensive market share for 17 consecutive years, and hand soap for 14 consecutive years.
• 2026 — C-BPI data indicated laundry liquid and hand soap brand power indices ranked No. 1 for 16 consecutive years; the company continued advancing its home cleaning business and brand responsibility efforts.

Viewed from the perspective of Chinese business history rather than just product introduction, 蓝月亮(Bluemoon) offers interesting insights. Its development synchronized closely with changes in the lifestyle of Chinese residents:

Early Reform and Opening Up
→ Gradual commodification of household cleaning products

1990s–2000s
→ Branding and professionalization of washing products

Around 2008
→ Washing Powder → Laundry Liquid

2010s
→ Standard Laundry Liquid → Concentrated Laundry Liquid

2020s
→ Single Washing Product → Complete Household Cleaning Solutions

Thus, 蓝月亮(Bluemoon) can be seen as a window into China’s consumption upgrade. While it ostensibly sells “laundry liquid,” its underlying business model is:

Technology R&D → Product Innovation → Consumer Education → Brand Building → Channel Expansion → Category Expansion.

蓝月亮(Bluemoon) is a Chinese household cleaning brand founded in 1992, centered on laundry liquid and hand soap. Through product R&D, consumer education, and category innovation, it has driven upgrades in Chinese household cleaning methods, evolving from a traditional washing products enterprise into a comprehensive household cleaning solution provider covering garments, personal, and home care. Its parent company, Blue Moon Group, listed in Hong Kong in 2020 under stock code 6993.

Placed within the history of China’s daily chemical industry, “蓝月亮(Bluemoon) = A key promoter of the mass adoption of laundry liquid in China + A representative of tech-oriented local daily chemical brands” is an accurate characterization.

1. 蓝月亮官方网站
2. 蓝月亮官方网站
3. 蓝月亮官方网站