Bluemoon

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A Chinese household-care brand best known for laundry detergent, hand soap and home-cleaning products.

Last updated November 4, 2026

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Overview

Bluemoon is a Chinese household-cleaning brand associated with Bluemoon Group Holdings Limited. Its business centers on laundry care, personal cleaning and household cleaning, with laundry detergent remaining the brand’s defining category. The company presents itself as a specialist in cleaning products and emphasizes the use of technology to make domestic cleaning more efficient and less labor-intensive. The business traces its origins to Guangzhou in 1992, when founder Luo Qiuping and colleagues established a chemical research organization and introduced cleaning products. The Blue Moon name became associated with the business in the mid-1990s, after Luo Qiuping and his father Luo Wengui established Guangzhou Bluemoon and transferred the relevant cleaning-product operations into that company. The founder’s wife, Pan Dong, subsequently joined the business and later became a central figure in its governance. Bluemoon initially built recognition through products such as hand soap and household cleaners. Its major strategic turning point was the decision to develop liquid laundry detergent in a Chinese market then dominated by washing powder, soap and multinational brands. The company launched laundry-liquid products in 2008, including a deep-cleaning care formulation, and later introduced concentrated laundry products. The brand used product education, demonstrations, advertising, retail promoters and a large distribution network to encourage consumers to move from powder to liquid formats. It also invested heavily in television, sporting and other mass-market marketing, including a reported 2009 endorsement agreement with Olympic diving champion Guo Jingjing. By the late 2010s, Bluemoon had developed a nationwide distribution system spanning supermarkets, hypermarkets, convenience stores, small retailers and online marketplaces. Its online business expanded significantly after the company began selling through e-commerce platforms in 2012. The group’s product portfolio was organized into three principal areas: fabric cleaning and care, personal cleaning and care, and household cleaning and care. Laundry products accounted for the largest share of the business, while hand soap, disinfectants and other household products broadened the brand beyond laundry. Bluemoon received a major investment from Hillhouse Capital in 2010 and an additional investment in 2011. The investment supported the company’s expansion during the period when liquid laundry detergent was becoming more established in China. The group subsequently pursued a Hong Kong initial public offering and was listed in December 2020 under the ticker 06993.HK. The listing made Bluemoon one of the most prominent publicly traded Chinese household-cleaning companies. The company’s later development has involved slower growth, stronger competition from domestic and multinational brands, and a shift in consumer purchasing toward digital commerce and livestream selling. In 2024, the company increased its use of short-video and livestream channels and worked with major online influencers. This approach generated substantial promotional expenditure and attracted investor and media scrutiny, particularly after the group reported a first-half loss. The same period also brought a public-relations controversy around a Mother’s Day campaign for the Supreme Laundry Detergent line. Critics argued that the advertising connected laundry too closely with mothers and reinforced gender stereotypes. Bluemoon apologized, revised some wording and invited consumers to submit alternative copy, but the incident continued to prompt discussion about the brand’s marketing perspective and crisis communication. Bluemoon remains active in China’s competitive household-care market. Its continuing strengths are brand awareness, specialist positioning in laundry care, product-development experience and broad distribution. Its challenges include category maturity, price competition, dependence on promotional spending, the need to balance offline and online channels, and the requirement to make brand communication more relevant to younger and more socially attentive consumers.

History

Bluemoon’s origins lie in Guangzhou’s household-cleaning sector. In 1992, Luo Qiuping and associates established a chemical research organization and introduced an oil-stain cleaning product. The Blue Moon name was adopted in the following period, and in 1994 Luo Qiuping and his father Luo Wengui established Guangzhou Bluemoon to carry the cleaning-product business forward. Pan Dong, Luo Qiuping’s wife, later joined the company and became a senior director and chairwoman. The early business developed products for household and personal cleaning. Hand soap became an important category, and the company also produced household detergents and related cleaners. Bluemoon’s most consequential strategic decision was to concentrate on liquid laundry detergent at a time when Chinese consumers predominantly used washing powder and laundry soap. The company launched laundry-liquid products in 2008, positioning them around convenience, cleaning performance and care for fabrics. Concentrated formats followed, helping Bluemoon establish a recognizable technology-led proposition in the laundry market. Marketing and distribution were central to the company’s expansion. Bluemoon used product demonstrations, retail promoters, mass advertising and consumer-education content to explain the benefits of liquid detergent. A reported 2009 agreement with Olympic champion Guo Jingjing gave the brand additional national visibility. The company also worked to build a dense network across supermarkets, hypermarkets, convenience stores, independent retailers and lower-tier cities. In 2012 it began selling through e-commerce platforms, and online revenue became an increasingly important part of the business during the late 2010s. Hillhouse Capital invested in Bluemoon in 2010 and added to the investment in 2011. The investment coincided with a period of rapid growth in liquid laundry detergent and helped support the company’s scale-up. By the end of the 2010s, Bluemoon described its business through three broad divisions: fabric cleaning and care, personal cleaning and care, and household cleaning and care. Laundry products remained dominant, while hand soap, disinfectants and other products provided adjacent growth opportunities. The company pursued a Hong Kong listing in 2020. It completed the process and began trading on the Hong Kong Stock Exchange in December of that year. The public offering supplied capital for production capacity, brand building, sales and distribution expansion, working capital and research and development. It also placed the business under greater public-market scrutiny at a time when growth in mature household-cleaning categories was becoming harder to sustain. After listing, Bluemoon faced intensifying competition from domestic groups such as Liby and Nice and from multinational companies including Procter & Gamble and Unilever. The company’s earlier growth had benefited from the shift from powder to liquid detergent, but that migration created a difficult comparison base once liquid products became mainstream. The brand therefore sought additional growth through concentrated products, personal care, household cleaning and digital channels. In 2024, management increased its emphasis on livestream commerce and short-video platforms. The approach reflected the growing importance of influencer-led retail but also raised questions about the cost of acquiring sales through digital platforms. Media reports described sharply higher promotion and distribution expenses and a first-half loss, while the company explained that spending was related to new-product promotion, channel expansion and brand building. The same year, a Mother’s Day campaign for Supreme Laundry Detergent generated a major reputation controversy. Copy suggesting that the product would make it easier for mothers to do laundry, together with the phrase “Mom, you use it first,” was criticized for linking laundry and domestic labor with women. Bluemoon stated that its intention was to show appreciation for mothers, but acknowledged that the creative execution had been misunderstood or expressed poorly. It revised some copy, invited users to submit new wording and took other remedial communication steps. The episode illustrated the difficulty of applying traditional family-care narratives to a younger audience that expects brands to recognize shared domestic responsibility and gender equality. Bluemoon continues to operate as an active Chinese cleaning-products brand. Its long-term position rests on specialist experience, a well-known laundry franchise, broad distribution and product innovation. Its strategic questions include how to refresh the brand, improve digital economics, defend its premium perception and communicate household cleaning in a way that reflects contemporary consumer expectations.

2024
Livestream-commerce expansion
[5]Bluemoon livestream-commerce spending reportm.huxiu.com
Bluemoon increased investment in livestream and short-video commerce and collaborated with major online influencers to drive product sales.
2024
Mother’s Day campaign controversy
[4]Bluemoon Mother’s Day campaign controversym.jiemian.com
A Supreme Laundry Detergent campaign was criticized for reinforcing the idea that laundry is primarily women’s work; the company apologized and revised its communication.
2021
Alan named brand ambassador
[6]Alan appointed Bluemoon brand ambassadorsocialbeta.com
Singer Alan became a Bluemoon brand ambassador in a spring-renewal campaign connected with a Pinduoduo brand promotion.
2020
Hong Kong IPO and listing
[3]Bluemoon Hong Kong listing coverage36kr.com
Bluemoon Group Holdings Limited completed its Hong Kong public offering and began trading on the Main Board under ticker 06993.HK.
2015
Concentrated laundry products expanded
[10]Hand-soap product line introducedfinance.eastmoney.com
The company introduced concentrated laundry detergent products as part of its effort to upgrade its product technology and reduce the inconvenience associated with large detergent packages.
2012
E-commerce sales launched
[11]Hillhouse Capital investment21jingji.com
Bluemoon began selling products on e-commerce platforms, laying the foundation for a rapidly growing online channel.
2010
Hillhouse Capital investment
[11]Hillhouse Capital investment21jingji.com
Hillhouse Capital invested in Bluemoon, becoming its largest external institutional investor and supporting the company’s expansion.
2009
National celebrity endorsement campaign
[5]Bluemoon livestream-commerce spending reportm.huxiu.com
The company reportedly invested heavily in a national endorsement agreement with Olympic champion Guo Jingjing as it sought to build mass-market awareness for liquid laundry detergent.
2008
Liquid laundry detergent launched
[10]Hand-soap product line introducedfinance.eastmoney.com
Bluemoon entered or substantially expanded the liquid-laundry category with deep-cleaning care products, helping accelerate the shift from washing powder to liquid detergent in China.
2000
Hand-soap product line introduced
[10]Hand-soap product line introducedfinance.eastmoney.com
Bluemoon expanded into hand soap, strengthening its personal-cleaning business.
1994
Guangzhou Bluemoon established
[2]Bluemoon IPO and business history reportthepaper.cn
Luo Qiuping and Luo Wengui established Guangzhou Bluemoon and transferred the relevant cleaning-product operations into the company.
1992
Chemical research business established
[2]Bluemoon IPO and business history reportthepaper.cn
Luo Qiuping and associates established a Guangzhou chemical research organization and began developing household-cleaning products.

Products and positioning

A specialist Chinese household-cleaning brand built around effective, technology-oriented and convenient cleaning solutions, with particular authority in liquid laundry detergent.

Laundry care
Supreme Laundry Detergent
A premium laundry-detergent line promoted around concentrated technology, cleaning performance and reduced product volume compared with conventional large-format detergent. In 2024 it became the focus of a Mother’s Day livestream and outdoor campaign that generated controversy over gendered household-work messaging.
Laundry care · 2008
Deep-Cleaning Care Laundry Detergent
An early flagship liquid-laundry formulation associated with Bluemoon’s effort to establish detergent as a convenient alternative to washing powder and laundry soap. Its positioning combined stain removal, everyday fabric care and easier handling for household consumers.
Laundry care · 2015
Concentrated Laundry Detergent Range
Bluemoon’s concentrated laundry products are designed to deliver cleaning performance with a smaller dosage and package size. The range represents the company’s move from basic liquid detergent toward more technology-led, premium and logistics-efficient formats.
Personal cleaning · 2000
Bluemoon Hand Soap
A personal-cleaning line that helped Bluemoon diversify beyond laundry. Hand soap was one of the company’s earlier important categories and contributed to its identity as a broader household and personal-care specialist.
Household cleaning
Household Disinfectants and Cleaners
A group of products for household sanitation and surface cleaning, including disinfectant-related offerings. These products extend the brand’s cleaning expertise into kitchens, bathrooms and other domestic environments.

Controversies

2024
Mother's Day ad criticized for reinforcing women's domestic roles; brand responds
In May 2024, Blue Moon's Mother's Day posters and gift box copy associated mothers with laundry and housework, triggering criticism from some consumers over gender stereotypes. The brand responded that the creative work did not accurately express love and respect for mothers and explained the original intent of the campaign. This entry concerns a marketing expression and social media controversy.
Source
2020
Blue Moon faces allegations over employee sales demands
A news report described allegations by former Blue Moon employees that the company required non-sales staff to sell products, set demanding sales targets, and pressured employees to leave if targets were not met. The article also cited labor-dispute cases involving subsidiaries; the allegations are not presented as court findings.
Source

2024Mother’s Day Supreme Laundry Detergent campaign
China
Bluemoon used elevator advertising and planned a Douyin livestream to promote Supreme Laundry Detergent around Mother’s Day. Copy about making it easier for mothers to do laundry, along with “Mom, you use it first,” was criticized as stereotypical and as treating laundry as a mother’s responsibility.
Outcome. The company apologized, revised wording, invited users to create alternative copy and reportedly removed or changed some campaign placements. The controversy remained a reputational setback and prompted broader criticism of the brand’s traditional family-care marketing.
Source
2021Spring Renewal with Alan
China
After announcing singer Alan as a brand ambassador, Bluemoon used the theme “Spring Renewal” in a Pinduoduo Super Brand Day activation. Consumers were encouraged to interact with campaign content and participate in a promotional giveaway.
Outcome. The activation connected a celebrity appointment with an e-commerce promotion; no reliable performance figures are available in the supplied sources.
Source
2009Guo Jingjing endorsement
China
Bluemoon reportedly signed Olympic diving champion Guo Jingjing as a major spokesperson while liquid laundry detergent was still a relatively new format for Chinese consumers. The campaign supported the company’s attempt to build rapid national awareness.
Outcome. The endorsement was associated with Bluemoon’s aggressive national brand-building strategy, although independently verified campaign-performance figures are not available here.
Source

Brand decisions

2024
Increase livestream-commerce spendingStrategy
Background
Consumers were increasingly shopping through short-video and livestream platforms, while Bluemoon faced slower growth and intense competition across online and offline channels.
Action taken
The company increased promotion, distribution and brand-building activity on digital platforms and worked with major livestream personalities.
Aftermath
The strategy generated strong attention and reported livestream sales, but sharply higher expenses and a first-half loss led to criticism that the company was spending heavily to acquire digital sales.
First-half 2024 promotion and advertising expenditure. HK$1.095 billion promotion expenditure and HK$200 million advertising expenditure (H1 2024)
Source
2020
Hong Kong public offeringM&A
Background
Bluemoon had built a large household-cleaning business but faced slowing growth and rising competition in mature categories.
Action taken
Bluemoon Group Holdings Limited completed an IPO and listed on the Hong Kong Stock Exchange under ticker 06993.HK.
Aftermath
The listing provided public-market capital and visibility, while increasing scrutiny of growth, distribution economics and shareholder returns.
2019 revenue. HK$7.05 billion (FY2019, reported before listing)
Source
2010
Accept Hillhouse Capital investmentOther
Background
Bluemoon was expanding liquid laundry detergent while domestic adoption of the format was accelerating.
Action taken
The company accepted a reported US$45 million investment from Hillhouse Capital, followed by an additional investment in 2011.
Aftermath
Hillhouse became the company’s largest external institutional investor and remained associated with Bluemoon through its eventual public listing.
Hillhouse investment. US$45 million initial investment; US$1.03 million additional investment in 2011 (2010-2011)
Source
2008
Enter liquid laundry detergentProduct launch
Background
Chinese consumers still relied heavily on washing powder and laundry soap, while liquid detergent was more established in overseas markets.
Action taken
Bluemoon launched deep-cleaning liquid laundry detergent and made the category a central growth priority.
Aftermath
The move helped the company build a leading position in China’s liquid-laundry market and became the foundation of its modern brand identity.
Source

Recent events

Unconfirmed
Blue Moon orders delayed amid pandemic-related supply disruption[15]Blue Moon faces allegations over employee sales demandssc.stock.cnfol.com
A customer told the outlet that a Blue Moon store order placed on February 6 had not been shipped; customer service said delivery would be in mid-March because of the pandemic. The report also said Blue Moon epidemic-prevention products on e-commerce platforms had been out of stock.
Unconfirmed
Blue Moon faces allegations over employee sales demands[15]Blue Moon faces allegations over employee sales demandssc.stock.cnfol.com
A news report described allegations by former Blue Moon employees that the company required non-sales staff to sell products, set demanding sales targets, and pressured employees to leave if targets were not met. The article also cited labor-dispute cases involving subsidiaries; the allegations are not presented as court findings.
Unconfirmed
JD Enterprise Business launches enterprise reopening support plan[16]京东企业业务推出企业复工保障计划donews.com
JD Enterprise Business launched an enterprise reopening support plan offering support with sourcing operational supplies, digital transformation and assistance for small and micro enterprises. Multiple brand manufacturers and service partners responded and participated.
Unconfirmed
Blue Moon donates emergency supplies for the COVID-19 response[17]蓝月亮捐赠疫情应急物资tech.sina.com.cn
Reported: 2020-02-10
Blue Moon donated a first batch of emergency supplies valued at RMB 5.12 million to institutions including the Hubei Red Cross Foundation to support the response to the COVID-19 outbreak.

Sources17 sources

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