Core Insights - The company Blue Moon is leveraging cultural events and artistic projects to strengthen its brand connection with consumers, particularly during the Mid-Autumn Festival [1][2][3] - Blue Moon's initiatives, such as the "Rebirth of Costumes" project, highlight its commitment to preserving traditional culture while promoting its cleaning technology [2][3] - The brand's long-term strategy focuses on building consumer loyalty through emotional connections and innovative product offerings [3][4][5] Group 1: Brand Engagement Strategies - Blue Moon has sponsored cultural events like the "Moonlight in All Directions" concert to enhance its brand influence and connect emotionally with consumers [2][3] - The "Rebirth of Costumes" project aims to protect traditional art while showcasing Blue Moon's cleaning technology, reinforcing the brand's commitment to cultural heritage [2][3] - The company emphasizes the importance of storytelling in its marketing approach to foster a deeper understanding of its brand values among consumers [3] Group 2: Product Innovation - In August, Blue Moon launched a new foam shower gel that features a gentle cleaning formula, significantly increasing the active ingredient concentration compared to industry standards [3] - The brand's previous product, the Supreme Laundry Liquid, has also made a notable impact in the market, showcasing its commitment to product excellence [3] - Continuous innovation in product offerings is a key aspect of Blue Moon's strategy to maintain competitive advantage and meet consumer needs [3][4] Group 3: Knowledge Marketing and Long-term Vision - Blue Moon has been actively engaging in knowledge marketing to educate consumers about its cleaning technology and promote a "scientific laundry" approach [4][5] - The company has initiated various educational activities, such as factory tours and hands-on experiences, to deepen consumer understanding of its products [4][5] - By focusing on long-term consumer relationships and addressing pain points, Blue Moon aims to lead the market into a new era of "scientific laundry" [5]

Core Insights - The report released on August 20 highlights the "China Online Consumption Brand Index" (CBI) and the "Global Brand China Online Top 500" (CBI500), focusing on emerging brands in the fast-moving consumer goods (FMCG) sector [1] - A new ranking of 50 emerging brands in the FMCG sector was established, emphasizing innovation and the potential of new brands [2] Group 1: Emerging Brands Performance - The beauty sector had the highest number of new brands on the list, with brands like Zhi Ben, Fan Beauty Diary, and HBN leading the rankings [1] - In the mother and baby category, 18 brands were included, such as BeBeBus and HaiGuiBaBa, while Off & Relax, She Yan She, and Spes ranked high in personal care [1] Group 2: Evaluation Criteria - The new ranking system for emerging brands includes five evaluation dimensions: market opportunity, novelty, brand awareness, reputation, and customer loyalty, with market opportunity weighted at 20% [2] - High-value consumer groups and their purchasing behavior are crucial for brand growth, indicating that brands must shift from "traffic thinking" to "user lifecycle management" [3] Group 3: Market Trends and Strategies - Emerging brands are focusing on both functional and emotional value, with strategies that include product innovation and enhanced consumer experiences [3] - The majority of the 50 ranked brands are domestic, indicating a strong trend of entrepreneurship and innovation in China's FMCG sector, primarily concentrated in first-tier cities like Shanghai, Hangzhou, and Guangzhou [4] Group 4: Investment Potential - The report suggests that brands with strong innovation capabilities and high user engagement are becoming focal points in the capital market, as seen with rising stock prices of brands like Lao Pu Huang Jin and Pop Mart [4] - The CBI ranking system serves as a quantitative tool for assessing brand growth potential, providing valuable insights for investment and brand development in the consumer goods market [4]