Bellamy’s and a2 Milk are all having very a short history compared with American and European popular infant formula brands in China, but that didn’t stop Bellamy’s and a2 Milk being successful.
A2 infant formula was launched just five years ago, August 2013. Bellamy’s was the leading brand due to “Organic”, but overtaken by a2 Milk thanks to big price hike and locked contracts. a2 differentiation starts to be questioned by Chinese media. I think Organic is more persuadable than a2, especially new Chinese rules which don’t allow to promote “platinum”, “a2” etc.
You need to develop a differentiated and customer sought after infant formula to be having a slice of the big cake in China, imo. Having own manufacturing facilities is also a key to promote your brand in China.
WHA Price at posting:
$1.25 Sentiment: Buy Disclosure: Held
