Media Updates, page-10827

@yzwboy
I admire your efforts to extrapolate a $$$ figure on market share but this is always a tricky thing when there are so many other moving parts.

My question is how are the overall IF sales for this segment looking? Assuming it is domestic online China label we are looking at here. There is usually a slide higher up that indicates the overall trend in sales for the category across all brands over time. That way we can gauge what the overall size of the pie is. I'd check myself but the article hasn't appeared in WeChat for me.

For reference, the company I'm pretty sure the company refers to this as DOL in their reporting for China label:



As you can see, in FY21, there was an uplift in overall DOL sales that was not driven by an increase in market share (which remained stable at 2%). Instead, presumably it was driven by growth in the DOL market overall, across all brands and platforms. The ECGateway figure puts A2 market DOL market share at 4.2% for Tianmao/domestic Tmall. That's higher than the rolling market share but doesn't account for other platforms. It could represent growth but also needs to be placed in context of the overall DOL market size to be meaningful.