Having been ranked first in the category for 12 consecutive years, how does the laundry detergent king "Blue Moon" use private domains to achieve performance growth?

Nowadays, many brands have begun to focus on "user operations". As the leader in the laundry industry, Blue Moon has always adhered to a consumer-centric omni-channel strategy. It has begun to deploy private domains since May 2020, finding a new growth point for the brand. How does it deploy private domains? This article will dismantle Blue Moon's private domain layout for everyone, let's take a look.

Cleaning and washing products are typical fast-moving consumer goods, belonging to high-frequency, low-unit-price products. Consumers are often not very loyal to such products, and their ordering decisions are easily influenced by discounts and promotions.

In addition, such products often rely on offline channels, there is a lack of "communication" between users and brands, and user loyalty is not high.

Therefore, many brands have begun to focus on "user operations". In particular, Blue Moon, as a leader in the laundry industry, has always adhered to a consumer-centric omni-channel strategy and has been deploying private domains since May 2020, finding a new growth point for the brand.

In 2021, Blue Moon achieved online channel revenue of HK$3.806 billion. On Double 11 in 2022, it ranked first in sales of cleaning agents/care agents on platforms such as Tmall, JD.com, and Douyin. This is inseparable from the deep cultivation and refined operation of private domains.

How does Blue Moon develop its private domain? Let’s analyze it below.

1. Case Background

1. Case Introduction

Blue Moon was founded in 1992. Blue Moon laundry detergent is the leading brand in China's laundry detergent market, winning the championship for eight consecutive years, with a market share of 44% in 2010. Since the release of the C-BPI index in 2011, Blue Moon laundry detergent and hand soap brand power index has topped the industry for 12 consecutive years.

In 2021, Blue Moon's annual revenue was HK$7.597 billion, a year-on-year increase of 8.6%. In August 2022, Blue Moon released its interim report, with operating income of approximately HK$2.883 billion, a year-on-year increase of 22.4%.

2. Market size

The market concentration of my country's laundry detergent industry is high. According to data, the top five laundry detergent brands accounted for more than 80% of the market share in 2019, among which Blue Moon ranked first with a market share of 24.4%.

In 2020, the market size of laundry products in China was 78.5 billion yuan. In 2021, the market size of laundry products will exceed 80 billion yuan. Analysts predict that the market size will reach 98.2 billion yuan in 2024.

3. User portrait

Blue Moon laundry detergent users are relatively young, more educated, and have higher incomes. More than 40% of Blue Moon laundry detergent users are under 35 years old, of which 56% are female and 44% are male.

2. Traffic Matrix Decomposition

Blue Moon attaches great importance to exposure through various online channels and has established a large number of account matrices on official accounts, mini-programs, and video accounts. New platforms such as Douyin and Xiaohongshu are also important tools for Blue Moon to seek traffic exposure and diversion.

1. Official Account

Blue Moon has more than 10 official public accounts, and different public accounts carry different functions, such as publishing event information, recruitment information, official customer service, official mall, etc. Many public accounts have set up private domain drainage channels.

Path 1 : The "Join the group and get gifts" in the menu bar of the official account "Blue Moon Scientific Laundry" uses lucky draws and laundry knowledge as benefits to attract users to scan the code and join the community directly.

Path 2 : Click on the “Win ​​a 100-yuan Free Meal” button in the menu bar of the official account “Blue Moon Welfare Club” to attract users to scan the QR code and add the company’s WeChat account.

Path three : Use the "Join the group and receive benefits" button in the menu bar of the public account "Blue Moon Clean Home" to attract users to join the community with benefits such as coupons, half-price discounts on new products, and points.

2. Video Account

Blue Moon has also established an account matrix within the video account, and the homepages of more than 5 accounts have been equipped with entrances for adding employees’ corporate WeChat or private messages.

3. Mini Programs

Blue Moon also has many mini programs, which also set up private domain traffic entry points. For example, the mini program "Moon Home" has set up traffic contact points on the homepage and personal center to attract users to click "Consultant" to add corporate WeChat.

In addition, in the Blue Moon "Clean Home" mini program, there are community drainage touchpoints on the homepage and membership center to attract users to click and directly join the community.

4. TikTok

Blue Moon's main account on Douyin, "Blue Moon Official Flagship Store", has more than 2.4 million fans. The account mainly promotes the brand, promotes products, and introduces live broadcasts. It also broadcasts live at 9:00 every day, with the anchor introducing the product and guiding users to place orders.

The homepage of the account has store and community entrances, and users can click to enter the store to purchase goods. At the same time, the community has certain thresholds, and users can join the group if they meet the conditions.

5. Weibo

Blue Moon has 115,000 fans on Weibo, and the content of Weibo is mainly event promotion, popular science laundry knowledge, prize-winning interaction, product introduction, etc. In addition, there is a fan group drainage entrance set up on the Weibo homepage, and users can apply to join the community.

6. Xiaohongshu

Blue Moon has more than 20,000 notes on Xiaohongshu and has two official accounts. The main content is to promote new products and introduce products. The homepage has a store entrance, and users can directly enter the store to purchase by clicking on it, avoiding user loss.

3. Analysis of the IP of the Character

Blue Moon uses WeChat for Business to establish a link between users and private domains. Each employee’s WeChat account becomes a window for external output. The distinct role positioning of people has become the most distinctive private domain IP image of Blue Moon. Let’s take the employee I added as an example:

1. Personal positioning

• Nickname : Lan Xiaoyue-Lan Xiaoyu
• Avatar : Blue Moon's brand name
• Role positioning : Clean consultant, can help users solve washing problems
• Automatic reply : Indicate your identity as a cleaning consultant so that users can immediately receive the value

2. Account homepage analysis

Blue Moon has set up more content dimensions on its employee homepage:

• Our group: Click to jump to the community QR code and you can directly enter the group
• Washing and Care Knowledge: Jump to the collection of articles in the official account, mainly for scientific knowledge related to washing and care, to strengthen brand awareness
• About me: Jump to the official account article, which explains in detail the role of adding a "clean consultant"
• Logistics Query: Jump to the logistics query page to improve user experience

3. Moments content

• Moments cover : Blue Moon product image, strengthening user awareness
• Content frequency : 2-5 pieces/month
• Release time : Unfixed
• Moments content : mainly for introducing grass-roots information, brand promotion, sharing of cleaning knowledge, public welfare promotion, etc.

4. Analysis of Community Operation

Below, I will take a community I added as an example to break down the Blue Moon community.

1. Community Positioning

• Group nickname : Blue Moon VIP exclusive rights group M106
• Group positioning : welfare group
• Community value : knowledge sharing, event promotion, product introduction, etc.
• Community welcome message and group announcement : The community does not have an automatic welcome message, but the group announcement introduces the community's exclusive benefits and guides users to participate

2. Community Content

The content of Blue Moon community mainly focuses on welfare distribution, interactive gameplay, and knowledge popularization. For example:

• Cleaning Classroom: Mainly shares washing knowledge, with public account articles + sharing product links as the main form of knowledge sharing.
• Member Benefit Day: The 29th of every month is Blue Moon Member Benefit Day, and the event is promoted mainly in the form of text + mini program link.
• Free lottery: If you place an order during the event, you will have a chance to participate in the lottery. The event will be promoted mainly in the form of text + pictures.

5. Membership System Analysis

Blue Moon has set up a membership system in the WeChat mini-program and e-commerce platform. Both are mainly based on growing memberships, and the content of the benefits is slightly different.

1. Mini Program Membership System

Blue Moon's growth membership is divided into 3 levels. The higher the growth value, the higher the membership level and the better the rights and interests. Users can obtain growth value by purchasing goods and completing information. For example, 1 growth point is obtained for every 1 yuan spent. The details are as follows:

• Ordinary members (10 growth points): get 20 points;
• Senior members (199 growth points): coupons (60 yuan), 99% off, 50 points, free shipping on orders, exclusive community;
• Supreme Member (399 Growth Value): Coupon (80 yuan), 2% discount, 50 points, free shipping on orders, exclusive community.

Member points : Users can earn points through consumption (1 point for every 1 yuan spent), daily sign-in, etc. Points can be redeemed for member coupons, merchandise and other items.

2. Tmall Membership System

Blue Moon's growth members are mainly divided into 5 levels:

1. New member: Register and bind our store membership card, and have never made any purchases.
2. Junior members: The cumulative consumption amount in the store is RMB 0.01 or above.
3. Senior Member: The cumulative consumption amount in the store is RMB 99 or above.
4. Senior members: The cumulative spending amount in the store is RMB 299 or above.
5. Master Member: The cumulative consumption amount in the store is RMB 899 or above.

Members can enjoy benefits including: exclusive coupons, lucky draws, free trials of new products, free gifts when placing orders, etc.

Member points : Users can obtain member points through consumption, and the points can be used to redeem related products.

6. Analysis of the fission gameplay

Fission is also an important way to achieve new customer acquisition and repurchase in the private domain system. Blue Moon will also use some simple fission gameplay to achieve effective new customer acquisition and activation.

Take the mini program as an example. In the Blue Moon mini program, there is a "Seasonal Laundry Campaign" event. Users can participate in the lucky draw to have a chance to win coupons, laundry detergent, autographed photos, membership cards and other prizes. The number of lucky draws can be increased by sharing. This method can increase the enthusiasm of user participation and quickly attract new users.

VII. Summary

Finally, let’s summarize the highlights and shortcomings of Blue Moon’s private domain operations:

• Create a professional IP image : Blue Moon has created a real and professional IP image from the perspective of popularizing knowledge about washing and skin care, increasing user information. Through soft advertising implantation and private messaging, more potential customers can be reached.
• Rich account homepage settings: On the employee WeChat homepage, multiple channels for traffic and logistics query services are set up to enhance user experience and cognition.
• The community is not standardized enough : the community's activities have fewer dimensions, and it is difficult for users to identify with the community, which will affect user conversion to a certain extent. It is recommended to set up a variety of columns and activities, such as sharing professional knowledge of washing and care, product promotions, flash sales, etc., to make the community active and promote conversion.

Author: Yan Tao Sanshou

Source: WeChat public account "Yan Tao Sanshou (ID: yantao-219)"