Karicare Goat formula v.s. BUB

I had another chat with my Daigo friend over the phone recently. To my suprise he told me that there is quite a number of his customers prefer goat milk formula and he said that has been ongoing for a while.  This confirms of the trend of a recent chart @chris1983 shows me  about the goat milk formula market growth in China.

However he further informed me that Karicare goat fomula is the only brand his customers make enquiry about and it is one of the most popular products amongst their sales.

From his information I could conclude that there is a definitely growing market for goat formula in China.

Here comes my question, with a less brand awaress and a higher product price (stage 2/3 only in par with Karicare when under 33% discount) how could BUB take Karicare's market share in China?  Also anyone knows if there is any additional information to warrant the premium price BUB charges when compared to Karicare?

I think this is a valid question to evaluate the competition BUB is facing in Chinese market when there is already a strong player. This will be different between A2 v.s. BAL as they have two total different product lines whereas BUB and Karicare has the identical product range.

Thoughts are welcome.