Lan Moon - Monitoring Survey on Competitor Advertising Material Usage
Company overview
Lan Moon (China) Co., Ltd. was established on January 18, 2011, and is the leading brand in the laundry liquid market, maintaining the top market share position for eight consecutive years with a market share of as high as 44%. The company's business operations cover material science research, new material technology development and services, soap and synthetic detergent manufacturing, wholesale of cleaning products, and related cleaning, disinfection, and dry cleaning services. Lan Moon drives its operations through technological innovation and market insight, committed to delivering efficient, safe, and environmentally friendly home cleaning solutions to consumers
Research background
As competition intensifies within the household consumer goods industry, terminal marketing management—particularly for home cleaning products such as laundry liquid—has become a critical differentiator for brands vying for market share. Especially in key distribution channels such as large-scale chain supermarkets in first-tier cities, factors including the placement and deployment of brand advertising materials, display formats, and sales atmosphere directly influence consumer purchasing decisions. Lan Moon has commissioned this comprehensive mystery shopper monitoring study to gain a deep understanding of competitors' terminal product placement and promotional activities, providing actionable insights for future channel strategy development and terminal resource allocation.
Research scope
In September 2017, CEIDEA Research conducted a mystery shopper monitoring survey across 250 supermarket counters in the Guangdong Pearl River Delta region, on behalf of Lan Moon (China) Co., Ltd. The study comprehensively documented and evaluated competitors' advertising material deployment, display locations and methods, promotional tactics, counter layout, and sales personnel promotional scripts. Both quantitative data collection and on-site photographic records were included. Through the use of mystery shopper roles and standardized evaluation procedures, the study ensured data objectivity and authenticity, with a focus on monitoring key competitors' visual exposure and operational behaviors in critical sales channels.
Expected outcomes
The final research report will systematically present data on competitor advertising material usage, display formats, and terminal strategies across key supermarkets in the Guangdong Pearl River Delta region. Through comparative analysis, the report will evaluate the strengths and weaknesses of competitors in terms of terminal resource utilization and brand presentation, helping Lan Moon identify opportunities for optimization in its current sales strategies. The report will provide detailed quantitative support for the development of future product distribution strategies, advertising material design and rollout timing, and terminal staff management, enabling Lan Moon to maintain its competitive edge and enhance terminal sales conversion rates in highly competitive markets.
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