NZ exports update May 18 & IF exports Analysis, page-88

Each enterprise has a limited number of formulas it can register. In principle, one enterprise could not register more than three series of nine different kinds of formulas. One series includes infant formula (0-6 months, 1 stage), follow-on formula (6-12 months, 2 stage), young children formula (12-36 months, 3 stage). Previously, the  marketing strategy was simply to change one ingredient in the formula to formulate a “new formula” which was then sold as a new product or new brand, resulting in difficult choices for the consumer.In this new measure, the number of formulas will be limited to reduce malicious competition among enterprises, build a high-quality domestic brand and give consumers a clearer view of the infant formula milk powder market. Basically, this measure regulates the qualification requirement of enterprise to produce infant formula milk powder and the numbers of series and products.