Media Updates, page-12858

Demographically it is interesting and you're not at all wrong. It is probably not dissimilar to Western countries IMO. Getting married, buying a house, then having kids is still the 'ideal' trifecta many aspire to but achieving it is absolutely a class thing and increasingly unaffordable to most.

A big part of the market you mentioned (unmarried, no kids) is education. Those who pursue a higher education are more likely urban Tier 1 cities, will end up earning more, and have not necessarily given up chasing the aspiration above of marriage, house, kids. However it is delayed and will ultimately end up in them having fewer kids, but they are prepared to drop serious $$$ on those kids. A2 is pretty much saturated in these cities in terms of distribution.

Those who don't pursue education are more likely to be regional and rural Tier 2-4 cities and are where fertility rates are higher. A2 is targeting these provinces for additional growth. They may be lower income cities (albeit growing) but there is a segment within that which is still aspirational middle class types. They're shooting for some aspect of that trifecta but it may look different from the ideal. Maybe they skip the huge wedding. IMO A2 should have better China label product differentiation, e.g. premium vs. super premium to reflect these different markets, it would help I think. Products like Aptamil have a tonne of versions.

And separate from all of this, they should have a product for seniors.