藍月亮上半年營收預增 爆款產品至尊引領洗衣新時代
7月16日盤後，藍月亮（06993.HK）發佈2024年半年業績預吿。根據公吿，2024年上半年公司所有產品類別及除直接銷售予大客户渠道外的所有銷售渠道的銷售額均實現同比增長，總銷售額預計同比增長不少於約38%，其中來自新電商渠道銷售額同比增長約4.5倍，公司毛利及毛利率也同比上升。與此同時，2024年上半年的銷售額的增加被銷售活動增加導致的銷售及分銷開支增加所抵銷，尤其是由於推廣新產品、拓展新電商渠道及品牌建設的業務，導致錄得公司權益持有人應占綜合虧損約6.65億港元。但長期來看，這些投入是策略性佈局電商平台，有助鞏固於電商平台的市場地位和帶動長遠增長。
今年以來，藍月亮“至尊”系列「濃縮+」洗衣液的市場拓展取得突破性成果，出現現象級熱銷的同時，品牌滲透率實現跨越式提升。據統計，在抖音商城“618”超級品牌日活動中，藍月亮GMV達到了2.7億元，其至尊套裝總GMV超2.1億元，佔總比達78%，可見至尊洗衣液套裝的火爆程度。在社交平台上，不少用户紛紛自發安利至尊爆款組合，點贊該產品為其帶來了前所未有的洗衣體驗。
據瞭解，至尊洗衣液是藍月亮在推動“粉”轉“液”之後，推出的另一款劃時代性產品，是藍月亮推動“液”轉“濃縮”行業變革的主力軍。作為「濃縮+」洗衣產品，至尊洗衣液是一種全新的洗衣形態，其活性物含量高達47%，具有清潔效果出眾、綠色環保、用量省等眾多優勢，讓洗衣更加輕鬆高效。
作為行業領導者，藍月亮肩負推動行業變革的使命，在推廣普及濃縮洗衣產品上加大戰略性投入，加強消費者對這款顛覆性新產品的教育和認知，倡導綠色生活方式。如今，至尊洗衣液在市場廣受認可和追捧，有望進一步加速濃縮洗衣產品的市場滲透和普及，並推動洗滌行業濃縮化升級。
如今，隨着居民消費者方式不斷變化，企業也紛紛探索着消費新業態新場景。今年以來，藍月亮根據消費習慣的變化，持續調整優化產品投放和優化線上各平台的銷售模式，以實現各電商平台間的聯動效果，更好觸達和滿足消費者。這些舉措也取得良好成效，據618戰報，藍月亮在京東、抖音等多個平台的多維度榜單中佔據榜首。
業內人士認為，上半年的渠道創新帶給藍月亮的不僅是營收增長，更重要的是，現象級爆款產品的打造和品牌力的提升，將進一步推動行業進入濃縮新時代。
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