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After JD Health (new listing code: 06618), this week’s focus on new shares, Blue Moon (new listing code: 06993), will soon be launched. Blue Moon will be IPO on Friday and expects to raise 7.8 billion yuan. Many brokers have already thought about it. Blue Moon has not yet launched an IPO and the market is increasingly interested in Blue Moon and many investors have already consulted it. Furthermore, investment industry experts are optimistic about Blue Moon’s performance and have included Blue Moon on the list of IPO recommendations. Are investors interested in subscribing to Blue Moon? You may wish to learn from the following before deciding.
Entrance fee for Blue Moon is 6,646 yuan[Pagina successiva]
Photos to see the introduction of Blue Moon
1. Faucet of the unique laundry detergent in the industry
Blue Moon is a manufacturer of home toiletries and a leading company in this industry. According to preliminary information in the prospectus, as of the end of 2019, based on retail sales, Blue Moon held the largest market share in the laundry detergent market, the concentrated laundry detergent market and the disinfectant market for hands, respectively 24.4%, 27.9% and 17.4%.
2. High brand awareness
There are also many foreign brands of laundry detergent on the daily necessities shelves of mainland supermarkets, including Unilever and Kao, but Blue Moon laundry detergent can capture half the market share of mainland laundry detergents, which reflects its popularity on the mainland.
Blue Moon’s care products have won favor with Chinese housewives and have become “national laundry detergents”. According to a series of chemical composition analyzes and research evaluations, although the price of Blue Moon laundry detergent is relatively high, it is high in price and its decontamination capacity is among the best, attracting many consumers. The Frost & Sullivan report shows that the group has ranked # 1 in the Chinese laundry detergent market for 10 consecutive years since 2011.
Blue Moon sprint to go public, high-collar capital is indispensable, details[Pagina successiva]
3. Attract high-level capital as shareholders and strengthen cooperation with e-commerce
Hillhouse Capital founder Zhang Lei is proud of his investment in Blue Moon. He spoke of his discovery of Blue Moon on many public occasions and bluntly said “I have been optimistic about Blue Moon for 10 years”. Hillhouse Capital invested in Blue Moon in 2010 and became Blue Moon’s largest external shareholder through HCM which holds 10% of its shares. The investment lasted 10 years.
Blue Moon took a tour during the e-commerce morning shift. At the time, Hillhouse invested in JD.com (09988) and then the two sides partnered. According to the prospectus, online sales accounted for 47% in 2019 and online revenue was 3.328 billion yuan. In 618, Double 11, and other ecommerce festivals this year, Blue Moon ranked in the top 3 sales of multiple ecommerce platforms.
4. High gross profit margin, high profit
Specifically, Blue Moon’s revenue is provided by three main products, which are clothing cleaning products, personal cleaning products, and household cleaning products. Clothing cleaning products represent the highest percentage, remaining at 87.5%, in other words clothing. Cleaning and care products are Blue Moon’s main products.
And Blue Moon has a gross profit margin of 64% for a bottle of laundry detergent, which means strong earning power. According to preliminary information in the prospectus, Blue Moon’s gross profit margin increased year-on-year from 2017 to 2019, to 53.18%, 57.42% and 64.16% respectively, and also the net profit margin. it went from 1.5% to 15.3%.
5. The product is unique and competitors tend to come from behind
Blue Moon’s laundry detergent has been the main source of revenue for many years. Although in recent years it has tried to launch other sub-brands such as “Vino” and “Supreme”, it is more recognized and known in the market than the main brand “Blue Moon”. Not high, the relevant brand strategy has not yet been fully demonstrated in the balance sheet.
Blue Moon is also facing the challenges of industry competitors. Brands such as Naaisi, Liby and Bilang, which are also in the care sector, have gradually entered the public eye. These brands have done a lot of exploration into categories and sub-brands. For example, Naaisi not only “soap, powder and liquid” in care products go hand in hand, but also owns multiple brands such as toothpaste, shampoo, shower gel, etc. And launches several series; Liby “Dadaihua, The” multi-brand “strategy has matured and its product matrix includes detergents, shampoos, toothpastes, cosmetics, etc.
Also, when Bilang, Tide, and Longqi subsequently launched laundry gel beads in 2014, Blue Moon didn’t follow up. It appears that Blue Moon does not have a new expansion into other markets besides laundry detergent.
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Publisher: Chen Hua
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