Ann: 2017 Half Year Results, page-11

I'd surmise that it's due to the foundations that have been laid and the clearer direction they seem to now have with the China business - much more encouraged to see proper corporate level relationships being established rather than merely trying to flog any old product on whatever channel was available.
It's been incredibly painful watching this price drift ever downwards - I was down almost half at the low point - but I always saw this as a long term investment that I would hold for at least 3 or 4 years until it fulfilled its potential. I believe that potential will be realised as the company learns from its mistakes, and IMO there is plenty of opportunity in what they are building. But it is gonna take a LOT of patience....