BLUE MOON GROUP (06993) has announced that it expects its consolidated loss attributable to the company's equity holders for the six months ending June 30, 2026, to narrow by no less than 55% compared to the approximately HK$435 million loss recorded for the same period ending June 30, 2025.
The anticipated reduction in losses is primarily attributed to optimizations in three key areas: operational efficiency, marketing expenditure, and channel strategy. The details are outlined below.
Key Drivers of Improvement
The company has achieved a steady enhancement in overall operational efficiency. This has been accomplished by streamlining business processes, optimizing the allocation of organizational resources, and reducing inefficient and redundant expenditures. The marketing strategy has been restructured to increase resource allocation towards core channels with higher profitability and growth potential. This has led to a continuous optimization of the sales and distribution expense ratio, improved operational precision, and achieved structural cost reductions while boosting efficiency.
Strategic Marketing and Channel Expansion
The implementation of the "knowledge marketing" strategy has resulted in a steady improvement in marketing return on investment. The company has positioned this as a core strategic focus, utilizing marketing platforms like the "Ultimate Clean Journey" and "Stroll Festival" to promote key new products such as the "Ultra Concentrated Laundry Detergent Series" and the "Pure Foam Body Wash Series." While maintaining overall sales scale, the company has enhanced marketing efficiency and ROI by promoting scientific washing methods and optimizing marketing resource allocation precisely. This has facilitated the penetration of new products across all channels and contributed to the continuous improvement of overall operational performance.
Diversified channel expansion has solidified business growth. The company has deepened its strategic channel layout by broadening its offline distribution network and expanding into new e-commerce and diversified promotional platforms. This has effectively increased brand coverage and user reach. Through refined channel operations and youth-oriented promotion strategies, the company has consistently attracted younger consumer demographics, achieving steady growth in new customer numbers, optimizing its customer structure, and supporting the improvement of its fundamental business operations.
Future Outlook and Focus
The group remains committed to a high-quality, sustainable development path with the goal of enhancing profitability and shareholder returns. Future efforts will concentrate on core operational initiatives: deepening the knowledge marketing system to empower end-user conversion; advancing the differentiated positioning of the "Ultra Series" and "Pure Series" to broaden channels and stabilize gross margins; optimizing resource allocation to improve return on equity; and continuing to invest in technology and product research and development to solidify the foundation for long-term growth. It is noted that the above plans are subject to market, industry, and consumer demand factors, and their full implementation is not guaranteed.
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