I really should not have bothered as you are all over this...

I really should not have bothered as you are all over this stock. By the way before you reply loss of market share is directly related to sales performance.

2. Australia and New Zealand
The Australia and New Zealand (ANZ) segment result was driven by lower IMF sales to the Daigou channel due to a change in
a2MC’s EL IMF distribution strategy and a relatively strong prior corresponding period associated with the a2 Platinum® refresh.
Overall, ANZ revenue of $317.3 million was down 14.6%, and EBITDA of $63.0 million was down 32.6%.
Australia and New Zealand: English label IMF and other nutritionals products
The Daigou channel market value was down 14.3% in FY2420
. Whilst IMF reseller and retail sales decreased 39.4% to $98.5 million
versus FY23, both sales and channel declines have stabilised more recently during the year. While English label IMF focus remains
on the CBEC and O2O channels, support for the Daigou channel continued through consumer marketing campaigns and further
enhanced reseller trade support programmes.
O2O and Daigou channel combined market value was down 10.0% with growth in the O2O channel partially offsetting Daigou
channel decline. a2MC’s market share in the O2O and Daigou channel slightly decreased to 19.7% in FY24 versus 20.3% in FY2321
.
To broaden its English label IMF portfolio, the Company progressed the development of English label IMF products with a new
commercial IMF supply partner (Yashili NZ, a subsidiary of Mengniu). a2 Gentle Gold™, which is positioned below a2 Platinum®,
was launched late in 2H24 in Australian retail channels and selected channels in China. a2MC is expecting to launch an additional
English label product to be positioned above a2 Platinum® in FY25,