BAL Bloodbath, page-86

The AFR interviewed 5 daigous and only 1 mentioned BAL in their top 3 selling IF. A2 was the top selling for all 5 daigous. A2M absolutely killing it. BAL is suffering from "volume dislocation" because it's no longer a premium product that daigous can put a margin on top of, therefore needs to compete with the rest, including Aptamil, which have bigger budgets. A2M is in a league of its own in the premium category, hence why there is no slow down in demand for them.

Perhaps BAL should spend the rest of that $15-20m investment on 5 of China's most prominent mothers/celebrity mothers as brand ambassadors and pay for product placement on a TV soap opera