Demographically it probably makes sense too, particularly in the wealthier Tier A Chinese cities. Women are delaying family formation and having kids at a later age. So there's two scenarios that are beneficial here.
1) A lot of mothers who are purchasing A2M for their kids are also increasingly involved in care for their aging parents as well - so they are familiar with the brand and may recommend it or buy it for their parents.
Or 2) Women are increasingly returning to work (and having a career) after having kids and so the grandparents are more involved in looking after the kids. Which in a household that uses A2 would also mean exposure to the brand.
It seems to me the kind of thing that would definitely do well in wealthier areas because these are the kind of demographic trends that occur there. With an aging population (and declining birth rates) they would be crazy not to try and be early in this market IMO.
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