Blue Moon Group (06993) announced interim results with revenue of HK$2,883 billion and steady improvement in operating efficiency

According to the Zhitong Finance App, Blue Moon Group (06993) announced its 2026 interim results. The group achieved revenue of HK$2,883 million, a year-on-year decrease of 5.07%; the loss due to the company's equity holders was HK$192 million, a year-on-year decrease of 55.79%; a loss of 3.66 HK cents per share, and plans to pay an interim dividend of HK8 cents per share.

In the first half of 2026, the Group will further improve the efficiency of resource allocation and carry out more careful and accurate management of costs and expenses. During the reporting period, the Group's sales and distribution expenses decreased by 18.5% compared to the same period in 2025; general and administrative expenses decreased by 2.5% year-on-year. Efficiency improvements are mainly due to the Group's continuous optimization of marketing resource allocation mechanisms, improving the efficiency of cost use, promoting resource orientation towards efficient transformation scenarios and key products, and further expanding target consumer groups. Using digital management tools, the Group has further simplified business processes, optimized organizational resource allocation, reduced inefficient redundant expenses, and improved decision-making efficiency and organizational collaborative operation.

In terms of supply chain management, the Group focuses on promoting digital applications around procurement, production, warehousing and logistics, and improving the lean level of production planning and inventory management by strengthening collaboration among various functions.

In the first half of 2026, the Group continued to consolidate its online market share, while further sinking its offline network layout across the country to enhance the synergy between online and offline channels.

In terms of online channels, the Group optimizes the refined operation of key e-commerce platforms and content platforms to enhance user conversion and full-life cycle operation capabilities. In traditional e-commerce platforms, the Group continues to maintain a leading position in multi-platform sales in major promotion nodes such as 618 of major e-commerce platforms, and its market share advantage has been consolidated.

In terms of offline channels, the Group has further reduced its distribution network layout, focusing on terminals in core regions and cities across the country to improve channel coverage efficiency and terminal sales performance. Revenue from direct sales to major customers continued to grow during the reporting period, with a year-on-year increase of 9.5%, reflecting the continued deepening of the Group's collaborative relationships with leading channel partners.

The Group also continuously optimizes the product portfolio, price system and promotion strategy according to the consumption scenarios and user characteristics of different channels to better match market needs and channel characteristics. By continuing to promote channel restructuring, the Group further improves channel health and inventory turnover performance, and enhances its ability to respond to changes in the terminal market.