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The household care space in China is a competitive one. With the industry valued at USD 16.9 billion in 2019, and domestic and foreign competitors alike, what does it take to capture the attention of Chinese consumers? As the preferred laundry detergent brand for 11 years running, perhaps we should look to Blue Moon.
Rising with the wave of domestic brand that have gone public in recent years, Blue Moon stands out as China's number 1 detergent brand and is also one of the earliest domestic competitors. In December 2020, the company debuted on the Hong Kong Stock Exchange after raising USD 1.27 billion.
How did the company manage to beat out the likes of P&G and Unilever? What gave Hillhouse Capital the confidence to invest in Blue Moon? And can the brand rely on its laundry products from future growth?
We discuss these question in Episode 5 of Morning Briefing!
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