Blue Moon first-half loss narrows by more than half

Laundry and household cleaning products maker Blue Moon Group Holdings Ltd. (6993.HK) said on Wednesday it expects to report its net loss in the first half of 2026 narrowed by at least 55% from HK$435 million ($55.5 million) a year earlier, implying a loss of HK$196 million or less.

The company attributed the improvement mainly to greater operating efficiency, more effective marketing and an optimized sales channel mix. During the period, Blue Moon streamlined its business processes and resource allocation, cut inefficient expenses and directed more marketing resources toward core channels with stronger profitability and growth potential, helping lower its selling and distribution expense ratio.

The company also promoted new products, including its Supreme concentrated laundry detergent and JingXiang foaming body wash series, through campaigns such as the “Supreme Clean Journey” and the “Liuda Festival,” improving returns on marketing spending. Blue Moon also continued to expand its offline distribution network, emerging e-commerce channels and other promotional platforms to attract younger consumers and increase its number of new customers.

The company said it will continue to differentiate its product portfolio, broaden its sales channels and increase research and development investment. It expects to release its first-half results by the end of August.

Blue Moon shares opened flat on Thursday and were trading at HK$3.11 by the midday break, up 4.36%.

By Lee Shih Ta

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