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Author: Lei Zitong Editor: Tan Lu Image Source: BLUE MOON GROUP
After experiencing the pain of burning money, the leading washing and care brand in Guangzhou actively hit the brakes.
On March 26, BLUE MOON GROUP released its performance report, with revenue slightly declining to HKD 8.409 billion in 2025, and net loss significantly narrowing by 56.1% to HKD 329 million.
Founders Luo Qiuping and Pan Dong, at one point, adopted an aggressive live-streaming e-commerce strategy, resulting in increasing losses and falling into a situation of losing money while gaining exposure.
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Last year, the couple reflected on their strategy, reallocated marketing resources, and reduced cost expenditures.
For BLUE MOON GROUP, under the complex changes in channels, how to capture customer flow through refined operations and turn losses into profits is the major challenge currently faced.
Shrink Marketing
For every dollar earned, they had to spend 60 cents on advertising, ultimately losing 8 cents.
This was the embarrassing situation faced by Luo Qiuping and his wife in 2024, as sales and distribution expenses surged to HKD 5.049 billion, recording the first loss since going public.
In 2025, Luo Qiuping and his wife reflected and adjusted their marketing strategy.
<img src="https://imageproxy.pbkrs.com/https://inews.gtimg.com/om_bt/OSMrlQcWxpKH_gYMwZ7lr6ROvH0Wxqbfl-XoQojaCh7SMAA/641?x-oss-process=image/auto-orient,1/interlace,1/resize,w_1440,h_1440/quality,q_95/format,jpg" alt="" original-src="https://imageproxy.pbkrs.com/https://inews.gtimg.com/om_bt/OSMrlQcWxpKH_gYMwZ7lr6ROvH0Wxqbfl-XoQojaCh7SMAA/641"/> Luo Qiuping
Their sales and distribution expenses decreased by 11.5% to HKD 4.468 billion in 2025.
BLUE MOON GROUP stated that this was due to the optimization of the sales channel structure, precise allocation of market resources, and deep application of digital marketing.
The core logic of Luo Qiuping and his wife's transformation is to &#34;do subtraction&#34; on the cost side and &#34;do addition&#34; on core product research and knowledge marketing.
At the same time, they continued to deepen their offline distribution network, with distributors selling goods worth HKD 3.074 billion in 2025.
Online channels remain the foundation for Luo Qiuping and his wife, with sales of HKD 4.975 billion last year, accounting for nearly 60% of total revenue.
As a previous &#34;burning money&#34; hotspot, BLUE MOON GROUP adjusted its strategy on interest e-commerce platforms like Douyin, shifting from heavy reliance on top influencers to building a self-broadcasting matrix.
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For example, BLUE MOON GROUP had previously deeply bound with top influencers like the &#34;Guangdong Couple,&#34; with influencer sales accounting for over 70% at one point. Although this model brought explosive traffic, it also incurred high placement fees and advertising costs for Luo Qiuping's team
In 2025, the company will shift resources towards self-broadcasting, with the proportion of influencer-driven sales dropping to 58.67%, and marketing investment decreasing by 13.2% year-on-year.
According to a reporter from 21CBR, on the Douyin platform, BLUE MOON has set up about 15 brand self-broadcasting rooms, including the official BLUE MOON flagship store and other accounts, with an average daily live broadcast duration exceeding 16 hours.
This year, BLUE MOON continues this restrained marketing investment approach.
Feigua Data has compiled the advertising situation of personal care and household cleaning brands on Douyin for January. Among the top ten brands in estimated exposure, BLUE MOON had the least number of advertisements and collaborations.
Product Breakthrough
The products under the couple Luo Qiuping cover three major care areas: clothing cleaning, personal cleaning, and home cleaning.
From the product line perspective, clothing cleaning care is the absolute mainstay, contributing HKD 7.4 billion in revenue in 2025, a slight decline of 3%, accounting for nearly 90%.
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In 2025, their flagship product remains the &#34;Supreme&#34; biotechnology laundry detergent. With an ultra-high active ingredient concentration of 47%, it consistently ranks among the top sales on multiple platforms during the &#34;618&#34; and &#34;Double Eleven&#34; shopping festivals.
However, with consumers' upgraded demands for &#34;refined care&#34; and &#34;environmentally friendly efficiency,&#34; Luo Qiuping and his wife need to break through the industry price war through product innovation.
Personal cleaning care products have become the fastest-growing segment for BLUE MOON, with revenue increasing by 12.8% year-on-year to HKD 578 million last year.
The new product &#34;Pure Enjoy Foam Shower Gel&#34; has played a significant role, utilizing micron-level foam technology and hiring artist Tan Jianzi as the spokesperson. The co-branded gift box is sold on multiple platforms including JD.com, Tmall, and Douyin.
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Luo Qiuping and his wife have noticed that consumers are increasingly favoring &#34;fragrance&#34; and &#34;emotional value,&#34; with many emerging personal care brands appearing on the Douyin platform.
For example, the CLINSIS fragrance shower gel launched in 2024, which focuses on &#34;French fragrance&#34; and emotional healing, achieved a GMV of over 300 million yuan in its first year, becoming the TOP1 on Douyin's shower list for 2024.
In the face of new competitive forces, Luo Qiuping and his wife emphasize the &#34;technical&#34; positioning of their products. BLUE MOON aims to differentiate itself in the high-end market from brands that focus on cost performance through its independently developed multi-composite biological enzyme technology.
For this personal care giant, narrowing losses is just the first step. To stabilize its position and respond to market changes in a timely manner, the road ahead is long and challenging

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After experiencing losses, Guangzhou personal care brand BLUE MOON GROUP saw its revenue slightly decline to HKD 8.409 billion in 2025, with net losses narrowing to HKD 329 million. Founders Luo Qiuping and Pan Dong adjusted their marketing strategy, reducing sales and distribution expenses by 11.5% to HKD 4.468 billion, optimizing channel structure, and shifting focus to self-broadcasting matrix, reducing reliance on top influencers. Online sales accounted for nearly 60% of total revenue, and in the future, they will continue to control marketing investments, focusing on core product development and digital marketing

A couple in Guangzhou sells laundry detergent, earning 8.4 billion annually