（於開曼群島註冊成立的有限公司） （股份代號：6993） 董事會會議通告 藍月亮集團控股有限公司（「本公司」）董事會（「董事會」）宣佈，董事會會議將於2025年 8月21日（星期四）舉行，以（其中包括）考慮及批准本公司及其附屬公司截至2025年6月 30日止六個月的未經審核中期業績，以及考慮有關中期股息（如有）的建議。 承董事會命 藍月亮集團控股有限公司 香港交易及結算所有限公司及香港聯合交易所有限公司對本公告的內容概不負責，對其準確性或完整性亦不發表 任何聲明，並明確表示概不就因本公告全部或任何部分內容而產生或因倚賴該等內容而引致的任何損失承擔任何 責任。 Blue Moon Group Holdings Limited 藍月亮集團控股有限公司 主席兼執行董事 潘東 香港，2025年8月8日 於本公告日期，董事會包括執行董事潘東女士、羅秋平先生、羅東女士、潘國樑先生及肖海珊女士；以及獨立非 執行董事Bruno Robert MERCIER先生、顏文玲女士及胡野碧先生。 ...

股份發行人及根據《上市規則》第十九B章上市的香港預託證券發行人的證券變動月報表 截至月份: 2025年7月31日 狀態: 新提交 致：香港交易及結算所有限公司 公司名稱: 藍月亮集團控股有限公司 呈交日期: 2025年8月6日 I. 法定/註冊股本變動 | 1. 股份分類 | 普通股 | 股份類別 | 不適用 | | | 於香港聯交所上市 (註1) | | 是 | | | --- | --- | --- | --- | --- | --- | --- | --- | --- | --- | | 證券代號 (如上市) | 06993 | 說明 | | | | | | | | | | | 法定/註冊股份數目 | | | 面值 | | | 法定/註冊股本 | | | 上月底結存 | | | 10,000,000,000 | HKD | | 0.01 | HKD | | 100,000,000 | | 增加 / 減少 (-) | | | 0 | | | | HKD | | | | 本月底結存 | | | 10,000,000,000 | HKD | | 0.01 | HKD | | 100,000,000 | 本月底 ...

Core Insights - The rise of group broadcasting, exemplified by the "Leg Sweep Dance," has attracted significant viewership and engagement, leading to a new trend in live commerce [1][2] - Group broadcasts have become a substitute for traditional live selling methods, providing a fresh avenue for traffic generation amid declining viewer numbers for individual streamers [4][6] - Despite the initial success of group broadcasts, the sustainability of this model is questioned due to the need for diverse monetization strategies and the potential for viewer disengagement [9][11] Group Broadcasting Trends - The "Leg Sweep Dance" has garnered nearly 25 million views, with peak online participation reaching 311,000, showcasing the format's popularity [1] - The collaboration between top influencers and boy bands has resulted in significant increases in viewership and sales, with the Blue Moon-themed broadcast achieving an estimated GMV of 25-50 million, a 40.82% increase from previous events [2][4] - Group broadcasting is experiencing rapid growth, with the number of daily group broadcast rooms on Douyin increasing from 4,000 to 7,500 [4] Challenges in Live Commerce - The live commerce industry is facing a bottleneck, with top streamers experiencing a decline in sales performance and traditional traffic acquisition methods becoming less effective [2][7] - Brands are increasingly burdened by high costs associated with live commerce, including "pit fees" and "traffic taxes," leading many to establish their own live streaming channels [8][9] - The shift towards group broadcasting may alleviate some pressure on brands, but the integration of entertainment and product promotion remains a challenge [9][10] Market Dynamics - The overall e-commerce market in China is entering a stagnation phase, with negative growth rates observed in various segments, including live commerce [12][13] - The rise of near-field e-commerce is posing a competitive threat to live commerce, as it offers better pricing, efficiency, and consumer experience [14] - Brands are increasingly opting for direct-to-consumer strategies through their own live streaming, reducing reliance on influencer-driven sales [14][15]

Core Points - The "Beautiful Countryside Clean Family" project was officially launched on July 23, 2023, in Dingxi City, Gansu Province, aiming to promote health management in families and improve hygiene awareness in rural areas [1][2] - The Guangzhou Blue Moon Public Welfare Foundation donated 1.24 million yuan to support the project, emphasizing the importance of spreading knowledge about household cleanliness [2] - Since its inception in 2023, the project has covered 100 villages in four counties across Guizhou and Guangdong, benefiting nearly 100,000 rural households [4] Summary by Sections Project Launch and Objectives - The project aims to enhance the awareness of cleanliness and promote a healthy lifestyle among rural families [1][2] - It is supported by the China Women's Development Foundation and the China Family Education Association [1] Financial Contributions and Support - The Blue Moon Public Welfare Foundation's donation of 1.24 million yuan is intended to facilitate the dissemination of cleanliness knowledge [2] - The project will continue to provide resources such as 50,000 pamphlets on household cleanliness, 5,000 health calendars, 2,300 aprons, and nearly 60,000 cleaning product sets [4] Impact and Future Plans - The project will extend its reach to 60 villages in Guangdong, Guizhou, and Gansu, conducting 30 mobile promotional activities [4] - Blue Moon has been actively involved in rural revitalization efforts for three consecutive years and has participated in the "Guangdong Poverty Alleviation Day" for 16 years [6] - The foundation has received the "Responsible Brand Award" for ten consecutive years, highlighting its commitment to social responsibility [7]

Core Insights - The fast-moving consumer goods (FMCG) sector is experiencing significant growth, with the daily chemical industry undergoing a transformation from basic cleaning to quality upgrades [1] - Blue Moon has effectively captured market trends by focusing on product quality upgrades and continuous innovation, positioning itself as a leader in the household cleaning narrative [1][3] Market Trends - According to Nielsen IQ, the overall sales growth of key FMCG in China from January to November 2024 is 3.8%, with online channels growing at 10.8% [1] - The shift in consumer values from functionality to emotional connection is evident, as health, convenience, and quality become key decision factors [1] Product Innovation - Blue Moon's "Concentrated+" series represents a culmination of years of research and development aimed at tapping into the concentrated detergent market [3] - The launch of the Supreme Biological Technology Laundry Liquid in August 2024 showcases advanced features such as quick dissolution, multi-odor removal, and deep cleaning capabilities [3] - The use of concentrated detergents could potentially save 8.567 billion kWh of electricity and reduce carbon emissions by 1.7472 million tons annually if adopted nationwide [3] Sustainability and Safety - Blue Moon has eliminated harmful ingredients like formaldehyde and methanol, and has received the "Health Golden Shield Award" for its commitment to raw material safety and product standards [4] - The company’s focus on sustainable practices aligns with national carbon reduction goals, shifting the industry from price competition to value-based competition [3][4] Diverse Product Range - Blue Moon has developed a comprehensive cleaning matrix that includes clothing cleaning, home care, and personal hygiene products, providing a one-stop cleaning service for households [4] - The introduction of specialized products for different consumer segments, such as baby laundry detergent and quick-wash solutions for busy professionals, addresses specific cleaning challenges [5][6] Market Recognition - Blue Moon's laundry and handwashing liquids have ranked first in their categories for 15 consecutive years in the China Brand Power Index (C-BPI) [8] - The company's commitment to user-centric innovation and service is reflected in its high customer satisfaction ratings, with the Supreme Laundry Liquid receiving a 98.4% positive feedback rate on its official stores [3][8]

Group 1 - The core viewpoint of the article highlights the rise of group live streaming (团播) on Douyin, with many top influencers and brands participating to leverage its popularity and drive sales [3][7][22] - The "Guangdong Couple" has successfully integrated group live streaming into their sales strategy, achieving significant viewer engagement and sales figures, with one session reaching 19.81 million views and estimated sales between 25 million to 50 million yuan [3][4] - Other influencers, such as "Pipi Pipi Pipi Zhu" and "Audrey Thick Ben," have also joined the trend, showcasing their unique styles and attracting large audiences, with "Pipi Pipi Pipi Zhu" achieving 11.99 million views in one session [12][15] Group 2 - Brands are increasingly recognizing the potential of group live streaming for driving traffic and sales, with examples like "Dongguan Shoe King" utilizing this format to significantly boost engagement and sales [22][26] - The collaboration between brands and popular boy bands for live streaming events has created a new sales model, where audience participation resembles voting in talent shows, enhancing viewer engagement [29][31] - The article notes that group live streaming is evolving from a simple reward-based model to a more sustainable "idol economy," appealing to a younger demographic and aligning with brands targeting similar audiences [31][34] Group 3 - The article emphasizes that group live streaming is a fresh take on the traditional "entertainment + e-commerce" model, which has been successful in the industry, as seen in other platforms like Kuaishou [35][37] - Despite its growth, the long-term sustainability of group live streaming as a marketing strategy remains uncertain, as brands may rely on repeated collaborations rather than continuous engagement [37][40] - Overall, group live streaming is identified as a burgeoning sector with potential for new business narratives, although its operational model is still being defined [40]

Core Viewpoint - The increasing effectiveness of ESG investments and the rising value of ESG "top performers" are highlighted, with environmental responsibility being a critical measure of a company's ESG performance and investment value [1]. Group 1: ESG Performance and Recognition - Blue Moon has been recognized as an ESG-friendly enterprise, winning awards for its achievements in energy conservation, circular economy, and ecological protection [2]. - The company's ESG practices are characterized by product innovation and experience upgrades, leading consumers into a new era of laundry while promoting green development [4]. Group 2: Product Innovation and Environmental Impact - Blue Moon's "Supreme Laundry Liquid" features a high active ingredient concentration of 47%, three times the national standard, and incorporates innovative "Supreme Instant Dissolution Technology" for enhanced cleaning power [4]. - The concentrated product line helps reduce storage space by nearly 50%, lowers transportation costs by 62.3%, and increases shelf output by 59.8%, contributing to the "dual carbon" goals [5]. Group 3: Comprehensive ESG Strategy - Blue Moon's ESG efforts extend beyond products to encompass the entire business chain, including R&D, manufacturing, and packaging design, maximizing environmental efficiency [9]. - The company has accumulated 265 effective patents, including 48 invention patents, and has achieved certifications for "green manufacturing" across its factories [9][10]. Group 4: Sustainable Packaging and Resource Management - Blue Moon prioritizes environmentally friendly packaging materials and has reduced the use of cardboard by 371.4 tons and PVC tape by 1.776 million meters in 2024 [10]. - The company has implemented a recycling program for used packaging bottles, recovering 1.7 tons of recyclable resources by 2024 [10]. Group 5: Industry Leadership and Standards - Blue Moon has participated in the formulation and revision of multiple international and national standards, advocating for industry responsibility and reduced greenhouse gas emissions across the product value chain [11]. - The company aims to reduce its greenhouse gas emissions per product by 30% by 2030 compared to 2020 levels, having already achieved a reduction of over 36% by 2024 [11]. Group 6: Strategic Depth and Future Outlook - Blue Moon's strategic approach to green development has yielded significant results, positioning the company as a key player in leading industry-wide green initiatives [12]. - The company's strong ESG performance is expected to support its value release, making it a noteworthy entity for investment consideration [14].

Core Insights - The 618 shopping festival in 2025 was labeled as the "longest ever," lasting over 40 days, with 92.37% of consumers participating in the event, indicating strong consumer engagement [1] - Blue Moon, a leading player in the daily chemical industry, demonstrated exceptional performance during the 618 event, ranking first in multiple sales categories across various platforms [1][5][21] Sales Performance - Blue Moon topped the sales charts in the clothing cleaning category on platforms like Taobao, Douyin, and JD, achieving first place in multiple metrics including daily and cumulative sales [1][2][3] - The brand's flagship store on JD secured the top position in cumulative sales among clothing cleaning brands [2] Product Innovation - Blue Moon's Supreme series laundry detergent, with an active ingredient content of 47%, significantly exceeds national standards, showcasing the brand's commitment to high-quality products [5][6] - The introduction of the Supreme Biotech Laundry Liquid and a systematic solution for laundry care reflects Blue Moon's innovative approach to meet consumer needs [5][21] Quality Control - The company implements strict raw material standards, eliminating harmful substances and responding to consumer demand for natural ingredients [6][21] - High customer satisfaction is evident, with a 98.4% positive feedback rate for the Supreme Laundry Liquid on Taobao [6] Marketing Strategy - Blue Moon employs a unique knowledge marketing strategy, transforming professional laundry knowledge into accessible content, enhancing consumer engagement and brand loyalty [9][18] - The brand's innovative marketing campaigns, including collaborations with various platforms, aim to educate consumers while promoting products [15][16] Market Trends - The company is aligned with the trend of purpose-driven consumption, focusing on value and experience rather than just affordability [19] - Blue Moon has expanded its product range to cater to diverse consumer needs, including specialized products for different cleaning scenarios [19][21] Research and Development - Blue Moon has made significant investments in R&D, holding 265 valid patents, which strengthens its competitive edge in the market [21] - The brand's comprehensive product matrix addresses all household cleaning needs, positioning it as a leader in the daily chemical market [21]

Core Insights - The article highlights the increasing trend of green consumption in the daily chemical industry, with companies like Blue Moon leading the way in quality upgrades and sustainable practices [1] Group 1: Quality Assurance - Blue Moon maintains strict quality control across its entire supply chain, with all manufacturing facilities certified under ISO 9001 [2] - The company has implemented a closed-loop management system for raw materials, eliminating harmful substances like formaldehyde and methanol, while adding three new banned substances [2] - Blue Moon has successfully incorporated natural ingredients such as seaweed extract and tremella extract into its personal care products, enhancing their moisturizing properties [2] Group 2: Green Manufacturing - Blue Moon's factories in Chongqing, Tianjin, and Yonghe are recognized as national-level green factories, integrating green development into their operations [3] - The Tianjin factory has increased its solar power capacity by 20%, generating an annual output of 676.5 MWh, while other factories are expected to produce over 2800 MWh annually after 2025 [3] - The company has a plan to replace high-energy-consuming equipment, with 98% of its current equipment being energy-efficient [3] Group 3: R&D and Innovation - Blue Moon employs over a hundred R&D personnel, with around 70% holding advanced degrees, and has secured 265 valid patents, including 48 invention patents [4] - The launch of the Supreme Biotech Laundry Liquid showcases advanced technology with a 47% active ingredient concentration, allowing effective cleaning with minimal product usage [4] - User feedback highlights the product's effectiveness in stain removal and maintaining fabric whiteness, reducing the need for frequent replacements [4] Group 4: Industry Standards and Commitment - Blue Moon actively participates in the formulation of national and international standards, having contributed to 3 international standards, 21 national standards, and 12 industry standards [5] - The company's commitment to green transformation and innovation is reflected in its products, which not only serve cleaning purposes but also align with the "dual carbon" goals [5]

Core Insights - Chnbrand released the 2025 China Brand Power Index (C-BPI) report, which is regarded as the most influential brand value assessment system in China [1] - Blue Moon has once again secured the top position in both laundry detergent and hand sanitizer categories, achieving the "Golden Brand" title and maintaining its leadership for 15 consecutive years [1] - The achievement of Blue Moon is rare in the C-BPI historical rankings, highlighting its industry benchmark status and long-term competitiveness amid changing consumer trends [1] Company Performance - Blue Moon has focused on user value and driven by technological innovation, continuously launching high-quality products to meet the upgrading needs of consumers [1] - In the laundry detergent sector, Blue Moon has introduced flagship products such as deep-cleaning laundry detergent and supreme laundry essence, along with a systematic scientific laundry method called "Three Laundry Tips" [1] - This approach transforms professional laundry knowledge into simple solutions through online and offline marketing activities, effectively addressing various laundry challenges and transitioning from a single product supply to a comprehensive "product + service" solution [1] Industry Trends - The household cleaning products market is expanding, with increasing consumer demands for product quality and environmental performance [2] - Blue Moon, with its technological accumulation and brand establishment, continues to lead market upgrades and sets a model for "long-termism" in the industry [2] - Market analysis suggests that Blue Moon is likely to benefit from structural upgrades in the household cleaning industry, releasing long-term growth potential [2]