I don't have any data on that I'm afraid.
Overall, Tmall 11/11 sales of infant formula were down a little compared to 2020, but within this it was possible for some brands to grow market share (like A2M for instance). JD.Com gained some share against Tmall - not sure what BUB's presence is like there.
My understanding is that Goat formula as a category has been a bit of a pocket of growth for IF in China. To me it does not look like Bub has gained much market share in this event, at least compared to its performance in 618, but it seems to be at least maintaining its position within a category that is growing.
Splashy e commerce events like 11/11 have had to tone it down a bit thus year amid the tech crackdown in China, so that might make some companies rethink how they approach these events. Probably best scenario would be if BUB has followed A2M's lead and not done much discounting this year, as the payoff may not be there.
(20min delay)