Group 1 - The 8th China International Import Expo (CIIE) is held from November 5 to 10 in Shanghai, providing a platform for companies to connect and showcase their products [1] - Frank Christian Hammes, CEO of Aikela, highlights the importance of certainty in uncertain times, stating that CIIE offers opportunities for networking and product launches [1] - Aikela's Atem X enamel air purifier, which combines Swiss technology, German craftsmanship, and Chinese cultural heritage, is launched globally at the expo [1] Group 2 - Portuguese cleaning products brand Mota emphasizes the advantages of China's supply chain and industrial chain, which provide solid support for its market development [3] - Mota's Greater China President, Zhou Jun, notes that previous CIIEs have helped the company connect with buyers and expand its customer base in China [3] Group 3 - Metro AG sees opportunities in China's consumption upgrade trend, with a focus on health and experience among younger consumers [5] - Tino Zeiske, CEO of Metro, mentions the company's adaptation to changing global trade dynamics and its commitment to providing high-quality products through a sustainable supply chain [5] - Metro leverages its experience in B2B services and new retail formats to respond quickly to market demands in China [5]

证券时报记者 陈雨康 "每年的11月我们都要来中国参加进博会这一盛大的活动，见一见老朋友，结识一些'新面孔'，这已经 成为了一种仪式。"艾可爱尔全球首席执行官弗兰克·克里斯蒂安·哈姆斯（Frank Christian Hammes）对证 券时报记者这样说道，在这个不确定的时代，人们需要确定性的仪式和共通的一致性，而进博会提供了 这样的机会。 第八届进博会11月5日至10日在沪举行。来自瑞士的艾可爱尔，在本届进博会上实现了Atem X 珐琅臻彩 系列空气净化器的全球首发。记者刚走到展台前，乍以为该展台汇集了各类陶瓷艺术品。实际上，在优 雅大气的祥瑞龙凤纹样的表象下，是饱含科技元素的空气净化器。 "中国瓷器声名远扬，我的父亲很早就开始收藏中国瓷器，这也让我耳濡目染。多年来，我们研究中国 消费者喜欢什么，致力于把中华传统文化融进现代科技。我们的这款展品，融合了瑞士技术、德国工艺 和中国文化遗产。"弗兰克告诉记者，"公司团队已将Atem X 珐琅臻彩系列空气净化器的样品带到欧洲 去，我们发现瑞士人喜欢偏简洁的风格，意大利、西班牙的消费者则偏爱繁复的设计。" "全球贸易形势正在快速变化，每个市场参与者都要作出调整。"蔡 ...

Core Viewpoint - The household cleaning industry is facing a challenging tug-of-war, with low consumer loyalty leading to a preference for cheaper alternatives, resulting in a "sell more, lose more" cycle for brands [3][4][6]. Group 1: Industry Challenges - The household cleaning sector is characterized by low profit margins, with leading paper product companies reporting net profit margins of only 1%-2% [8]. - There are three intertwined pain points: low loyalty to brands, the prevalence of inferior products overshadowing quality ones, and ineffective marketing strategies leading to low repurchase rates [4][10]. - Consumers often face information gaps, leading to poor purchasing decisions, as effective products remain unnoticed [6][11]. Group 2: Consumer Behavior - Many consumers habitually stock up on cleaning products during major sales events, which limits online purchasing outside of these periods [11][12]. - A significant portion of consumers (70%) prefer to buy cleaning supplies from offline stores when in need, indicating a gap in online shopping incentives [11]. Group 3: Innovative Marketing Strategies - JD Supermarket is shifting the focus from price wars to delivering higher quality products to the right consumers in appropriate contexts [6][17]. - The "Weekend Cleaning" project by JD Supermarket aims to create a continuous marketing IP that helps consumers discover effective products while addressing the issue of low online sales during weekends [12][44]. - The project has led to significant sales increases, with some products achieving top rankings and high user satisfaction rates [22][29][32]. Group 4: Brand Collaboration and Growth - The collaboration between JD Supermarket and brands like Green Umbrella has resulted in rapid product penetration and increased user engagement through free trials [18][21]. - The project has demonstrated the effectiveness of targeted marketing, with brands experiencing substantial growth in new customer acquisition and repeat purchases [32][45]. - JD's self-operated model and supply chain advantages have facilitated successful cross-brand collaborations, enhancing overall market performance [37][39].

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]