BLUE MOON GROUP (06993) recently released its full-year 2025 results, revealing a significant 56.1% year-on-year reduction in its annual loss to HK$329 million. Against the backdrop of overall pressure in the consumer goods sector, the company has achieved a dual improvement in operational efficiency and brand value through three key strategies: channel optimization, cost control, and product innovation, signaling positive outcomes from its strategic transformation.
The company's financial fundamentals showed continuous improvement in 2025. BLUE MOON GROUP reported revenue of approximately HK$8.409 billion, with structural enhancements in profitability. The net loss for the year narrowed substantially to HK$329 million, a decrease of 56.1%. The gross profit margin stood at 59.7%, indicating robust cost management capabilities.
Optimization on the expense side was particularly notable. Selling and distribution expenses decreased by 11.5% to HK$4.468 billion, while administrative expenses fell by 12.8% to HK$962 million, directly contributing to the significant reduction in losses. As of the end of 2025, the company held bank deposits and cash of approximately HK$3.716 billion, maintaining sound liquidity. The board proposed a final dividend of 10.0 HK cents per share, reinforcing shareholder return expectations.
Channel optimization and precise expense allocation were key drivers of the profit recovery. BLUE MOON GROUP continued to strengthen its omni-channel strategy. Online sales channels contributed HK$4.975 billion in revenue, accounting for 59.2% of total revenue, with leading positions maintained on platforms such as Tmall and JD.com. During major promotional events like the "618 Shopping Festival" and "Double Eleven," the Concentrated Bio-Tech laundry detergent consistently held top sales positions across multiple platforms.
For offline channels, the company deepened the penetration of its distribution network, continuously improving terminal coverage and driving growth in regional market penetration. Sales to offline distributors generated revenue of HK$3.074 billion, representing 36.5% of total revenue. Notably, direct sales to major customers saw revenue increase by 11.2% year-on-year to HK$359 million, with customized services effectively enhancing customer loyalty.
The refinement of expense allocation was crucial for profit recovery. While adhering to knowledge-based marketing and scenario-based promotions, BLUE MOON GROUP continuously optimized its promotional strategies, reducing inefficient spending to achieve more precise resource allocation. The company hosted over 380 immersive "Ultimate Clean Journey" experience events throughout the year, utilizing scenario-based teaching, immersive experiences, and interactive science communication to enhance user education efficiency. The empowerment of the supply chain through digital tools led to a year-on-year decrease in logistics costs and a significant improvement in operational efficiency.
In the fabric care segment, BLUE MOON GROUP maintained its leading position. Revenue from this category reached HK$7.401 billion. The Concentrated series, as a pioneer in "concentrated+" products, boasts an active ingredient concentration of 47%, far exceeding international requirements and industry standards, and continued to lead sales during major e-commerce promotions. Since its launch, the Concentrated Bio-Tech laundry detergent has performed steadily on major e-commerce platforms, maintaining a cumulative positive review rate of over 98%.
Personal cleaning and care products emerged as a growth highlight, with revenue reaching HK$578 million, a 12.8% year-on-year increase. The new Net Enjoy Foam Body Wash Moisturizing variant utilizes micron-level foam technology and multiple amino acid-based surfactants, combined with hydration balance technology and high-moisturizing ingredients, effectively delivering efficient cleansing, mild moisturization, and a comfortable experience. The company also collaborated with brand ambassador Tan Jianci to launch a co-branded gift set, which ranked number one on multiple platforms' new body wash sales charts on its release day, successfully boosting both brand visibility and product sales. The breakthrough in this category marks BLUE MOON GROUP's successful entry into the high-growth personal care market, laying the foundation for a second growth curve.
Revenue from home cleaning and care products was HK$430 million, a 3.3% year-on-year increase, maintaining stable upward momentum. The product portfolio covers multiple scenarios including dishwashing, range hood cleaning, toilet cleaning, and floor cleaning, providing consumers with diversified solutions for various life scenarios.
BLUE MOON laundry detergent has ranked first in comprehensive market share for 16 consecutive years (2009-2024) and has topped the China Brand Power Index (C-BPI) ranking for 15 consecutive years (2011-2025). Similarly, BLUE MOON hand wash has held the top position in comprehensive market share for 13 consecutive years (2012-2024) and has been ranked first in the C-BPI for 15 consecutive years (2011-2025). In 2025, both the "BLUE MOON" and "Concentrated" trademarks received the highest-level AAA certification for well-known trademark brand value from the China Trademark Association, making BLUE MOON GROUP the first company in the industry to receive this honor.
Looking ahead, BLUE MOON GROUP will advance high-quality development focusing on six strategic directions: building comprehensive home cleaning solutions and perfecting product matrices for fabric care, personal care, and home care across all scenarios; enhancing omni-channel sales efficiency and product penetration, promoting deep integration of online and offline channels; deepening knowledge-based marketing, improving brand communication efficiency through innovative IP content, short videos, and livestreaming; advancing digitalization and sustainable development, improving digital factories and green packaging systems; continuously deepening its talent strategy, attracting and cultivating high-level, versatile talent; and adhering to a stable and sustainable dividend policy to provide long-term returns for shareholders.
As the effects of the strategic adjustments continue to materialize, BLUE MOON GROUP will remain user-centric, uphold the principles of innovation, green development, and sustainability, and accelerate its transition towards high-quality development and long-term sustainable growth.