Lan Moon - Consumer Research on Laundry Liquid
Company overview
Guangzhou Lan Moon Industrial Co., Ltd. was established in 2001 and is a wholly foreign-owned enterprise, fully controlled by Hong Kong Lan M0n International Group Limited. The company specializes in consumer goods, offering a range of products across three major categories: personal care, laundry care, and home care. As a pioneer and leader in the Chinese laundry liquid market, Lan Moon laundry liquid has consistently innovated since its launch, maintaining its market leadership through superior product quality and precise market positioning. It has ranked first in national laundry liquid market share for three consecutive years. In 2009, the market share of Lan Moon laundry liquid reached as high as 44%, firmly establishing its leading position in the industry. Additionally, its handwash, toilet cleaner, and floor cleaner products also hold the top position in national market share across their respective categories
Research background
With the acceleration of daily life pace and the increasing awareness of consumer health, consumers are demanding higher expectations regarding the functionality, convenience, and environmental friendliness of laundry liquids. As a market-leading brand, Lan Moon urgently needs to understand evolving consumer demands and identify product innovation directions while maintaining its market leadership. To this end, the company seeks to gain insights into consumers' latest expectations and purchasing behaviors regarding laundry liquids, providing precise guidance for future product development and further solidifying its market leadership
Research scope
In April 2010, CEIDEA Research was commissioned by Guangzhou Lan Moon Industrial Co., Ltd. to conduct an in-depth study on laundry liquid consumption trends. This research focused on two key cities—Guangzhou and Shenzhen—and targeted primary household purchasers aged 20 to 45. Through a combination of street intercepts and in-depth interviews, the study collected feedback from consumers regarding their usage experiences, product ingredients, packaging design, and scent preferences, exploring their potential expectations for future laundry liquid functions and innovations. The research covered diverse household profiles across different occupations and income levels, with targeted sampling of parenting households and environmentally conscious consumers to ensure the breadth and representativeness of the data
Expected outcomes
This research is expected to help Lan Moon fully understand the pain points and preferences of target consumers in laundry liquid usage, uncovering deeper psychological insights related to functional demands, packaging perception, and brand trust. The findings will provide actionable recommendations for product innovation based on actual user needs. The research results will directly support Lan Moon's market positioning and functional design during the development of new products, enhancing market adaptability and consumer acceptance of new launches, and further strengthening the brand's competitive advantage in the premium home care market
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