a2 milk has been discounting their infant formula in china on ecommerce sites like alibaba TMall.
so they have to increase a lot of volumn to make up the reduced price. i noticed it is always on sale.
there's also a shift away from buying Australian products and the European infant formula brands have been doing heavy Chinese celebrity advertising. I think a2 milk has been too reliant on daigou and not investing in brand awareness in China
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