此乃要件 請即處理 閣下對本通函的任何方面或應採取的行動如有任何疑問，應諮詢 閣下的持牌證券經紀或其他 註冊證券機構、銀行經理、律師、專業會計師或其他專業顧問。 閣下如已將名下所有藍月亮集團控股有限公司股份售出或轉讓，應立即將本通函連同隨附代表 委任表格送交買主或承讓人，或經手買賣或轉讓的銀行經理、持牌證券經紀或其他代理，以便 轉交買主或承讓人。 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通函的內容概不負責，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通函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 （於開曼群島註冊成立的有限公司） （股份代號：6993） 建議中期股息 及 股東特別大會通告 藍月亮集團控股有限公司謹訂於2025年9月12日（星期五）下午三時正假座香港夏愨道18號海富 中心1座24樓舉行股東特別大會，大會通告載於本通函第7至8頁。 無論 閣下是否有意出席股東特別大會，務請按隨附的代表委任表格所印列的指示填妥表格， 並盡快交回本公司的香港股份過戶登記分處香 ...

Core Insights - Blue Moon has been a companion to countless Chinese families for 33 years, focusing on cleaning needs and responding to consumer demand through innovation and product expansion [1] - The brand has established emotional connections with consumers through product innovation, starting from kitchen cleaners to hand sanitizers, and has successfully replaced traditional soap with hand sanitizers in the market [2][4] - Blue Moon has consistently captured market opportunities, such as launching deep-cleaning laundry detergent in 2008 when laundry liquid only accounted for 4% of the market, leading to a significant shift in consumer habits [4] - The introduction of concentrated laundry detergent in 2015 marked a pivotal moment, with the market share of concentrated products in developed countries exceeding 98%, while in China it was below 4% [5] - The company has maintained a strong commitment to research and innovation, leading to the launch of the Supreme Biotech Laundry Liquid in 2024, which offers multiple functionalities and meets diverse consumer needs [5][6] Product Innovation and Market Strategy - Blue Moon's journey began with the launch of its powerful kitchen cleaner, which laid the foundation for its future product lines [2] - The brand's marketing strategies, including innovative promotions and channel expansion, have been crucial in establishing its presence in the market [4] - The company has achieved remarkable growth, with revenue increasing from 400 million RMB in 2007 to 4.3 billion RMB in 2015, reflecting a compound annual growth rate of 49% [5] Social Responsibility and Community Engagement - Blue Moon integrates social responsibility into its core operations, responding promptly to societal needs, such as donating 5 million RMB for earthquake relief efforts in Tibet [7] - The company has launched initiatives like the "Beautiful Countryside, Clean Family" project, which has reached nearly 100,000 rural households, promoting hygiene awareness [7][8] - Blue Moon has been recognized as an "Annual Responsible Brand" for ten consecutive years, reflecting its commitment to social value and community support [8] Future Outlook - As consumer cleaning needs continue to evolve, Blue Moon aims to leverage research and innovation while adhering to sustainable development principles to enhance the quality of life for families [8]

Core Viewpoint - The company has demonstrated significant improvement in its financial performance, with a notable reduction in losses and a stable revenue stream, driven by strategic changes in product innovation and channel optimization [1][3][8]. Financial Performance - The company recorded a revenue of 3.04 billion HKD and a gross profit of 1.76 billion HKD in the first half of the year, maintaining stability compared to the previous year [1]. - The pre-tax loss was 460 million HKD, a substantial decrease of 43.7% year-on-year, indicating a recovery in profitability [3]. - The company maintained a high gross margin of 58.1%, showcasing strong pricing power and cost control capabilities despite rising raw material costs [2]. Product Innovation - The company launched innovative personal and home cleaning products, contributing to new growth points, with personal care products generating 220 million HKD in revenue, up 12.4% year-on-year [2]. - The introduction of the "Supreme" series and the "Net Enjoy" foam shower gel marks significant milestones in expanding into the personal care market [4][5]. - The company is focusing on technology-driven product innovation, with increased R&D investment leading to new solutions for various cleaning challenges [5]. Channel Optimization - The company has successfully optimized its distribution channels, with offline distributor revenue reaching 840 million HKD, a 15.0% increase year-on-year [6]. - Online sales revenue was 2.07 billion HKD, reflecting an 8.9% decline due to strategic adjustments, but traditional online and offline channels showed stable growth [6][7]. - The company is implementing a unique channel synergy strategy, leveraging high-end products to drive brand exposure and traffic, which is then converted into sales through traditional channels [7]. Strategic Direction - The company is committed to a dual strategy of maintaining core business stability while aggressively pursuing channel and product innovations [8]. - Future plans include focusing on comprehensive home cleaning solutions, enhancing sales and distribution networks, and promoting "scientific washing" knowledge marketing [8]. - The company aims to accelerate the construction of digital factories, adhering to green and low-carbon development strategies in product development and manufacturing [8].

Core Viewpoint - Blue Moon has launched its new product, the Net Enjoy Foam Shower Gel, marking a significant expansion from laundry and handwashing products into the personal care market, aiming to enhance its brand presence and meet consumer needs for cleanliness and convenience [2][5]. Group 1: Product Launch and Innovation - The launch of the Net Enjoy Foam Shower Gel was highlighted by a live stream featuring top Douyin influencer Zhu Xiaohan, which utilized AI-generated promotional videos, showcasing a new approach to product marketing [2]. - The shower gel emphasizes a quick and efficient bathing experience, with features such as rapid foaming, easy application, and quick rinsing, aligning with the fast-paced lifestyle of younger consumers [3][4]. - The product's technology allows for over 10 million micro-bubbles to be released with a single pump, enhancing user convenience and effectiveness [3]. Group 2: Market Expansion and Strategy - Blue Moon's entry into the shower gel category is a strategic move to diversify its product offerings and tap into the growing personal care market, which has shown a compound annual growth rate of 3.4% since 2019, surpassing global growth rates [5]. - The company has developed a comprehensive brand matrix, now featuring 110 SKUs across various categories, including laundry, personal care, and home cleaning, reinforcing its commitment to "full-scene cleanliness" [6][7]. - Blue Moon's multi-brand strategy is designed to enhance market share and resilience against competition, positioning the company for sustainable growth [7]. Group 3: Brand Vision and Cultural Engagement - Blue Moon aims to transition from being a "cleaning expert" to a "creator of beautiful living," reflecting its commitment to enhancing consumer lifestyles through innovative products and cultural initiatives [8]. - The introduction of the Net Enjoy Foam Shower Gel is seen as a step towards fulfilling the company's vision of providing a clean, healthy, and comfortable living environment for families [8].

Core Viewpoint - Blue Moon Group Holdings Limited has reported a mid-term performance characterized by "loss reduction and quality improvement," signaling stable development amidst a competitive market in 2025 [1] Financial Performance - As of June 30, 2025, the company achieved revenue of HKD 3.04 billion, a slight year-on-year decrease of 3.0%, while net loss narrowed by 34.4% to HKD 435 million, maintaining a high gross margin of 58.1% [1] - The board proposed an interim dividend of HKD 0.08 per share [1] Cost Optimization and Channel Restructuring - The company implemented "management optimization" and "resource reallocation," resulting in a 13.2% decrease in sales and distribution expenses to HKD 1.91 billion and a 20.4% reduction in general and administrative expenses to HKD 450 million [2] - Online channel revenue decreased by 8.9% to HKD 2.07 billion, yet it still accounted for 68.1% of total revenue; offline distributor channels grew by 15% to HKD 840 million [2] Strategic Initiatives - Blue Moon is focusing on "knowledge marketing + all-channel linkage + product innovation" to enhance its market position as a leader in household cleaning [3] - The company is expanding into personal care markets, exemplified by the launch of its new product line on Douyin, marking a significant milestone in its brand evolution [2] Market Trends - The household cleaning market in China is projected to reach CNY 167.7 billion by the end of 2024, with a compound annual growth rate of 8.7% over five years, driven by increasing consumer demand for sustainable products [4] - Blue Moon is leveraging technology and ecological empowerment to navigate the challenges of a slowing industry growth rate [4] Brand Development - The company has initiated various branding projects, such as the "Incredible Future Laundry Technology" IP project, which has garnered over 1.8 billion exposures online, targeting young families and new generations [5] - Blue Moon is advised to adopt a focused multi-brand strategy to enhance consumer engagement and avoid brand dilution [5] Future Outlook - The company aims to promote product innovation and respond to consumer needs while enhancing its digital operations and expanding its sales network [6] - Blue Moon plans to continue developing its three main product categories and invest in knowledge marketing to showcase the benefits of concentrated laundry products [6]

Core Viewpoint - Blue Moon Group (06993.HK) reported a revenue of approximately HKD 3.037 billion for the six months ending June 30, 2025, representing a year-on-year decrease of 3.01% [1] - The loss attributable to equity holders narrowed to approximately HKD 435 million, a year-on-year improvement of 34.41% [1] - The company plans to declare an interim dividend of HKD 0.08 per share [1] Financial Performance - Revenue for the period was approximately HKD 3.037 billion, down 3.01% compared to the previous year [1] - Loss attributable to equity holders was approximately HKD 435 million, which is a 34.41% reduction from the prior year [1] - Earnings per share reflected a loss of HKD 0.0822 [1] Dividend Announcement - The company intends to distribute an interim dividend of HKD 0.08 per share [1]

Core Insights - In the first half of 2025, Blue Moon Group reported total revenue of HKD 30.37 billion and gross profit of HKD 17.64 billion, with losses narrowing by 34.4% year-on-year to HKD 4.35 billion [2] - The company plans to distribute an interim dividend of HKD 0.08 per share [2] Revenue Breakdown - Revenue from laundry care products amounted to HKD 26.41 billion, accounting for over 87% of total revenue, remaining the core business [2] - Personal care product revenue grew by 12.4% year-on-year, becoming the fastest-growing category [2] Channel Performance - Revenue from offline distributor channels increased by 15% year-on-year [2] - Although the online channel's revenue share slightly decreased, core products ranked first in sales during the "618" promotional period on major e-commerce platforms [2] Brand Strength - Blue Moon's laundry detergent and hand sanitizer have maintained the top position in the China Brand Power Index for 15 consecutive years [2] Strategic Focus - In the second half of the year, the company will continue to advance three strategic initiatives: home cleaning solutions, enhancing omni-channel sales efficiency, and "scientific washing" knowledge marketing [2] - The company will also deepen the construction of digital factories and green packaging [2]

Core Insights - Blue Moon Group reported a stable revenue of HKD 30.37 billion for the first half of 2025, with a significant reduction in losses by 34.4% to HKD 4.35 billion, indicating effective strategic adjustments and operational optimizations [1] - The board proposed an interim dividend of HKD 0.08 per share, reflecting management's confidence in cash flow and future operations [1] Revenue Breakdown - The core business showed resilience despite challenges in the consumer environment, with laundry care products generating HKD 26.41 billion, accounting for over 87% of total revenue [1] - Personal care products experienced a notable revenue growth of 12.4%, becoming the fastest-growing category [1] Channel Performance - Offline distributor channel revenue increased by 15% year-on-year, highlighting the effectiveness of the company's channel penetration and refinement strategies [1] - Although there was a slight decrease in the revenue share from online channels due to resource reallocation, Blue Moon maintained top sales positions for several core categories during the 618 shopping festival on major e-commerce platforms [1] Brand Strength - In 2025, Blue Moon's laundry detergent and hand sanitizer have ranked first in the China Brand Power Index for 15 consecutive years, indicating a deepening brand moat [1] Strategic Outlook - For the second half of the year, Blue Moon plans to advance three key strategies: providing comprehensive home cleaning solutions, enhancing omni-channel sales and distribution efficiency, and strengthening user awareness through "scientific washing" knowledge marketing [2] - The company will also deepen digital factory construction and promote green low-carbon packaging to enhance long-term competitiveness in sustainable growth [2]

Core Viewpoint - Blue Moon Group reported stable performance in the first half of 2025, with revenue of HKD 30.37 billion, maintaining the same scale as the previous year, while significantly reducing losses by 34.4% to HKD 4.35 billion, indicating effective strategic adjustments and operational optimizations [1] Financial Performance - The company achieved a revenue of HKD 30.37 billion in the first half of 2025, consistent with the same period last year [1] - Losses narrowed by 34.4% year-on-year to HKD 4.35 billion, reflecting improvements in strategy and operations [1] - The board proposed an interim dividend of HKD 0.08 per share, demonstrating confidence in cash flow and future operations [1] Product Performance - The core business showed resilience despite challenges in the consumer environment, with laundry care products generating HKD 26.41 billion, accounting for over 87% of total revenue [1] - Personal care products experienced a notable revenue increase of 12.4%, becoming the fastest-growing category [1] Channel Performance - Offline distributor channel revenue grew by 15% year-on-year, highlighting the effectiveness of the company's channel penetration and refinement strategies [1] - Although there was a slight decrease in the revenue share from online channels due to resource reallocation, Blue Moon maintained top sales in multiple core categories during the 618 shopping festival on major e-commerce platforms [1] Brand Strength - In 2025, Blue Moon's laundry detergent and hand sanitizer ranked first in the China Brand Power Index for the 15th consecutive year, indicating a deepening brand moat [1] Strategic Outlook - For the second half of 2025, the company plans to advance three key strategies: providing comprehensive home cleaning solutions, enhancing omni-channel sales and distribution efficiency, and strengthening user awareness through "scientific washing" knowledge marketing [2] - The company will also deepen digital factory construction and promote green low-carbon packaging to enhance long-term competitiveness in sustainable growth [2]

Core Viewpoint - Blue Moon Group (06993) announced a mid-term dividend of HKD 0.08 per share to be distributed on September 30, 2025 [1] Company Summary - The company is set to distribute a mid-term dividend, indicating a commitment to returning value to shareholders [1]