What Blue Moon does

Blue Moon is a Chinese consumer-staples company that manufactures and sells branded household cleaning products, principally laundry detergent and hand sanitizer, with extensions into personal care and home cleaning categories such as dish cleaners, dishwashing tools and 84 disinfectant. The company was founded in 1992 and is headquartered in Guangzhou, with manufacturing sites in Tianjin and Chongqing (Phase II completed July 2022), a Hong Kong regional headquarters, and a listing on the Hong Kong Stock Exchange (stock code 06993) since December 2020.

Its core product platform is built around liquid and concentrated laundry detergent formats, including the 2008 powder-to-liquid transition and the 2015 concentrated plus pump-format launch, supported by a multi-site manufacturing footprint and packaging partnerships (notably Zhongliang Packaging). The company sells through an omnichannel model combining Tmall, JD.com, Suning and its own DTC website with offline JD Mall stores, reaching mass-market Chinese households rather than enterprise customers.

Blue Moon's revenue model is a unit-volume consumer-goods business monetized through retail pricing across multiple SKUs and categories, with no disclosed B2B anchor contracts. The company has held the #1 share position in China's laundry detergent market for 17 consecutive years (2009-2025), #1 in hand sanitizer for 14 consecutive years (2012-2025), and #1 on the C-BPI brand power index for 16 consecutive years (2011-2026), indicating durable brand equity but also material exposure to Chinese consumer-spending cycles and category maturity.

Name

Blue Moon

Legal name

蓝月亮（中国）有限公司 (Blue Moon (China) Co., Ltd.)

Website

https://bluemoon.com.cn

Company type

Public

Founded year

1992

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

Blue Moon is a Guangzhou-based Chinese household cleaning manufacturer founded in 1992, selling branded laundry detergent, hand sanitizer and adjacent home-cleaning products to mass-market Chinese households via Tmall, JD.com, Suning, its own DTC site and JD Mall offline stores.

Ownership category

akta.pro rank

Product category

Household Cleaning Products

NAICS

Soap and Cleaning Compound Manufacturing (32561), Cosmetics, Beauty Supplies, and Perfume Retailers (456120)

SIC

Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840), Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

General All-Purpose Cleaners (CRAJAMAA)

akta.pro secondary industry

Bathroom Surface Cleaners (Sinks, Tubs, Tiles, Grout) (CRAJADAE)

Keywords

• Laundry detergent products
• Home cleaning supplies
• Personal care products
• Liquid detergent manufacturing
• Household hygiene products

Headquarters

HQ city

Huangpu

HQ country

China

HQ region

Asia

Offices4 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D, Infrastructure, Others

Revenue model

1. Laundry Care Products: Blue Moon's core revenue stream includes laundry detergents (concentrated and regular), hand-wash detergents, sports-specific detergents, and specialty formulations. This represents the dominant share of company revenue across all product categories.
2. Personal Care Cleaning Products: Hand sanitizers, antibacterial hand washes, foam hand washes, and body washes under the 净享 (Enjoy) sub-brand, sold as consumer packaged goods through retail and e-commerce channels.
3. Home Care Products: Kitchen cleaners, toilet cleaners, floor cleaners, dishwashing liquids, 84 disinfectant, and other household cleaning solutions forming a comprehensive home cleaning portfolio.

Go-to-market motion2 records

Distribution channels3 records

Marketing channels7 records

Core offering

Blue Moon develops, manufactures, and sells branded household cleaning and personal care products under its own Blue Moon (蓝月亮) brand. Its portfolio includes liquid laundry detergents (regular, concentrated, sports, antibacterial, deodorizing), dish and fruit/vegetable cleaners, antibacterial hand sanitizers, foam body washes, concentrated fabric softeners, and disinfectants, marketed to Chinese household consumers.

Product overview

Blue Moon is a consumer household cleaning products company offering a diversified product portfolio across three main categories: clothing cleaning and care (衣物清洁护理), personal cleaning and care (个人清洁护理), and household cleaning and care (家居清洁护理). The product line includes concentrated laundry detergents (机洗至尊浓缩+), biological technology laundry liquids (至尊生物科技洗衣液), hand sanitizers (抑菌洗手液), body washes (净享泡沫沐浴露), kitchen cleaners (天露餐具果蔬洁净精华), and disinfectants (衣物消毒液, 84消毒液). Blue Moon pioneered China's laundry liquid market in 2008 and introduced the first concentrated-plus laundry detergent with pump packaging in 2015, driving industry upgrades. The company also offers related cleaning tools like the Moon House dishwashing mesh ball (月亮小屋洗碗网花) and smart devices like the automatic hand sanitizer dispenser (自动洗手机).

Differentiator

Problem solved

Functional benefit

Products and services

• Supreme Bio-tech All-Effect Clean Laundry Detergent (至尊全效洁净生物科技洗衣液) Liquid laundry detergent using proprietary biological cleaning technology, marketed for all-effect everyday cleaning of household laundry by Chinese consumers.
• Supreme Sports-type Laundry Detergent (至尊运动型洗衣液) Laundry detergent in the Supreme line formulated for sportswear and sweat-prone garments, targeting Chinese consumers with active lifestyles.
• Supreme Bio-tech Laundry Detergent (至尊生物科技洗衣液) Core liquid laundry detergent in Blue Moon's Supreme line using proprietary bio-tech cleaning formulation for everyday household laundry.
• Supreme Bio-tech Antibacterial Deodorizing Laundry Detergent (至尊生物科技洗衣液除菌去味) Specialty liquid laundry detergent combining bio-tech cleaning with antibacterial and deodorizing functionality, for hygiene-conscious Chinese households.
• Supreme "Concentrated+" Laundry Detergent (至尊「浓缩+」洗衣液) High-concentration liquid laundry detergent in the Supreme line featuring pump-dispenser packaging for convenient dosing and reduced per-wash usage.
• Tianlu Dish & Fruit/Vegetable Cleaning Essence (天露餐具果蔬洁净精华) Liquid cleaning essence formulated to wash tableware as well as fruits and vegetables, addressing both kitchenware and food-surface cleaning for Chinese households.
• Jingxiang Foam Body Wash (净享泡沫沐浴露) Ready-to-use foam body wash for personal cleansing, extending Blue Moon's personal care line for Chinese household consumers.
• Antibacterial Hand Sanitizer (抑菌洗手液) Liquid antibacterial hand sanitizer for daily hand hygiene by Chinese consumers and households.
• 84 Disinfectant (84消毒液) Sodium-hypochlorite-based household disinfectant for surface and environmental sanitization, widely used in Chinese homes.
• Concentrated Fabric Softener (浓缩柔顺剂) Concentrated liquid fabric softener used in the laundry finishing step to soften and fragrance garments, complementing Blue Moon's laundry detergents.
• Clothing Disinfectant (衣物消毒液) Liquid disinfectant designed for direct use in clothing/sanitize-wash cycles to disinfect garments, addressing household hygiene needs.

Quantifiable outcome

• Laundry detergent market share #1 in China for 17 consecutive years (2009-2025)
• +2 more outcomes

Segments3 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Two partnerships are on record, tiered major and core.

• World AquaticsmajorStrategic or Co-development Partner · 2 May 2025Blue Moon became the official laundry and cleaning products partner for the 2025 World Aquatics Diving World Cup Super Final in Beijing, held at the National Aquatics Center. The partnership emphasizes Blue Moon's long-standing support for Chinese Diving and its commitment to leveraging diving's popularity in China for global sport development.
• Zhongliang Packaging (中粮包装)coreStrategic or Co-development Partner · 13 August 2021Blue Moon signed a strategic cooperation framework agreement with Zhongliang Packaging (中粮包装), a leading packaging solutions provider, to establish a strategic partnership for packaging supply and development, supporting Blue Moon's product expansion and quality assurance.

Scale indicators5 records

Recent moves6 records

Expansion highlights3 records

Direct peers

• Liby Group (立白集团): Major Chinese household cleaning products company and direct competitor to Blue Moon in laundry detergent, dishwashing, and home cleaning. Very comparable in scale, target consumer, and product portfolio breadth, making it the most direct domestic competitor.
• Nice Group (纳爱斯集团): Large Chinese household cleaning products manufacturer behind雕牌 (Diao), 超能, and 100年润发. Directly competes with Blue Moon in laundry detergent and home cleaning, with comparable mass-market positioning and similar cross-category household cleaning strategy.

Regional players

• Shanghai Jahwa (上海家化): Listed Chinese personal care and household products company with heritage brands (六神, 美加净). Comparable as a Chinese-listed consumer products company with similar brand-led GTM and personal care category focus, though personal care-only relative to Blue Moon's diversified portfolio.

Broad incumbents

• Henkel: German FMCG giant whose Persil brand competes directly in the China laundry detergent category. Henkel's concentrated laundry technology and bio-tech formulations parallel Blue Moon's concentrated+ and bio-tech innovation strategy, making it a strong technology and product comparability peer.
• Procter & Gamble (P&G): Global FMCG leader and direct competitor in China laundry detergent through Tide and Ariel. P&G competes with Blue Moon across premium concentrated SKUs and has far larger scale, R&D, and marketing budgets, making it the most relevant benchmark for category economics and competitive dynamics.
• SC Johnson: Global household cleaning major with brands including Mr. Muscle and Pledge. Comparable to Blue Moon for one-stop home cleaning portfolio and e-commerce led distribution, with overlapping disinfectant and kitchen cleaning products.
• Unilever: Global FMCG major competing with Blue Moon in China through OMO, Dirt, and Cif laundry and home care brands. Comparable as a multinational offering broad household cleaning portfolios, with overlapping science-based product positioning and similar reliance on e-commerce/retail channels in China.
• Kao Corporation: Japanese consumer goods company with Attack laundry detergent brand. Comparable in concentrated detergent technology and product innovation focus, though operating in different geographies; a useful international benchmark for concentrated laundry formulation economics.
• Reckitt Benckiser: Global FMCG with strong disinfection and household cleaning portfolio (Dettol, Lysol). Comparable to Blue Moon in home cleaning and personal care, particularly in the 84 disinfectant and antibacterial hand sanitizer categories where Reckitt competes in China.
• Church & Dwight: US FMCG focused on household and personal care (Arm & Hammer, OxiClean). Comparable as a brand-led laundry and home cleaning specialist with concentrated innovation pipeline, providing international benchmark for premium detergent unit economics.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds1 record

Investors2 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Blue Moon