According to the data, COFCO packaging is one of the most important partners in the packaging bottle business of Blue Moon Group. At the same time, Blue Moon is also an important customer of COFCO packaging plastic business. In fact, the cooperation between Blue Moon and COFCO Packaging can be traced back to 2008 at the earliest. At the critical moment when Blue Moon broke through the inflection point, COFCO Packaging strategically invested in plastic packaging, which helped Blue Moon create the "liquid" era of laundry in China. Through long-term cooperation, COFCO Packaging and Blue Moon have formed a good cooperative relationship of mutual trust, win-win cooperation and coordinated development.
In the context of the daily chemical industry changing with each passing day and the evolving consumer demand, the two sides aim to achieve resource sharing and complementary advantages through deeper and closer cooperation, continuously improve the level and level of strategic coordination, continuously enhance the innovation ability, and jointly promote the sustainable development of the industry.
The market believes that the combination of the two powerful companies will promote the development and optimization of win-win projects for both parties, and at the same time continuously export solutions with both commercial and social values to the market, which is conducive to enhancing the brand competitiveness of both parties. Especially for the blue moon, it will effectively boost its cost reduction and increase efficiency, thus enhancing its profitability. On the one hand, the signing of the agreement ensures the stability of the supply of raw materials for Blue Moon and is conducive to improving the reliability of its product quality. On the other hand, close and efficient cooperation between upstream and downstream is also conducive to reducing the comprehensive costs of warehousing, manpower and management, improving the efficiency of operation, transportation, inventory turnover and other aspects, and improving the overall operational efficiency.
Attach importance to detail innovation and continuously improve consumer experience.
The strategic cooperation agreement reached with COFCO Packaging can be said to be a share of Blue Moon's continuous upgrading in packaging, and it is also a further exploration of consumer experience. At present, consumers have higher and higher expectations for the added value of product packaging design, and brands are constantly making efforts in packaging. On the one hand, packaging is directly related to consumers' experience, on the other hand, it is also important to improve the reputation of products and brands. From the heavy new products that Blue Moon has been launching, we can see that it attaches great importance to product packaging, always carries out scientific design from the user's point of view, and strives to improve the user experience while better matching the product attributes.
Take the "concentrated+"laundry detergent launched by Blue Moon 20 15 as an example, its product packaging contains a lot of design ingenuity. Blue Moon survey found that a family of three washes about 8 clothes a day on average, so Blue Moon innovatively introduced a patented design of large-capacity pump head, with a pump of 8g, which can wash 8 clothes with one button. In addition, the overall appearance of Blue Moon Machine Wash Supreme is light and delicate, and the design is more in line with the consumer's usage habits: it adopts a fashionable streamlined vial design and a lightweight package with a net content of 660g, which perfectly fits the streamlined shape of the user's palm and tiger's mouth. The top of the pump head adopts anti-slip design, which is convenient for one-handed operation and simple to use.
From a product packaging design, we can see Blue Moon's insight into consumer demand and attention to user experience. It is these "details" innovations that make Blue Moon take a small step ahead at a time and gradually become a leader in the domestic market.
With the blessing of this framework agreement, Blue Moon's leading edge in this respect will be further strengthened. In the future, Blue Moon and COFCO Packaging will continue to carry out collaborative technology joint development, * * * seek products and technologies that can enhance brand and product value and user loyalty, and * * * enjoy the results of technology research and development.
Practicing Green Development and Leading Prosperity Upgrade
It is understood that building a green supply chain and promoting the sustainable development of the industry are also key areas of cooperation between the two sides. Taking Chongqing Factory-in-Factory project as an example, we set up a bottle blowing machine workshop in Blue Moon Factory through COFCO Packaging, realizing seamless link between supply and demand, which not only greatly reduced inventory, improved response speed, but also saved logistics and transportation links, making it more low-carbon and environmentally friendly. According to the data, in 2020, Blue Moon Chongqing Factory was publicized as a "national green factory" by the Ministry of Industry and Information Technology.
Blue Moon always adheres to the ESG concept of "better products (services), friendlier environment and happier society" and leads high-quality development. While paying attention to the development of enterprises, Blue Moon actively responds to the green call and runs the concept of environmental protection through the whole life cycle of product production.
Focus is another important measure for Blue Moon to practice green development in recent years. Compared with ordinary products, concentrated products have the advantages of smaller storage area, lower transportation cost, less packaging waste and lower carbon emission. At the same time, they are easy to bleach and save water and electricity.
As mentioned above, as early as 20 15, Blue Moon has launched the "Blue Moon Machine Washing Extreme Concentration+Laundry Liquid" with patented pump head, which opened the concentration route and led the concentration upgrade of liquid washing products. Since then, Blue Moon has been overweight and launched Supreme Biotechnology Laundry Liquid on 20 18. In 20 19, Blue Moon launched a concentrated meal washing technology product-Tianlu tableware fruit and vegetable cleaning essence; In 2020, Blue Moon was concentrated again, and concentrated softener was introduced, which can be reduced by half compared with traditional softener. At present, the advantages of Blue Moon in the field of enrichment are already obvious. According to Jost Sullivan's report, Blue Moon ranked first among all concentrated laundry detergent companies in China for three consecutive years (20 17-20 19), and the market share of concentrated laundry detergent in 20 19 was 27.9%.
According to public data, the penetration rate of concentrated laundry detergent in China was only 8.2% in 20 19, while the penetration rate of major economies such as the United States and Japan has reached 100%. In the long run, the use of concentrated laundry detergent by domestic consumers will become more and more popular. Compared with traditional laundry detergent, concentrated laundry detergent has the characteristics of saving dosage, easy rinsing and environmental protection. According to industry insiders, at present, the overall living standards of residents have improved significantly, and environmental protection policies have continued to tighten. It is expected that the popularization process of concentrated laundry detergent in the industry will accelerate, and the market share of Blue Moon is expected to further increase.
The insiders believe that Blue Moon is developing steadily, ranking first in the C-BPI brand power index for eleven consecutive years, and its market position is obvious. At the same time, the blue moon is constantly showing new vitality and is expected to write new stories in the future.