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Why are Junlebao and Other Infant Formula Brands Hiking Prices?

Firmus, Junlebao, Biostime and Ausnutria, which are defined as China's New Top Four major infant formula brands have all raised their product prices. Chinese consumers are expecting more from their infant formula products. In response, companies are investing heavily in brand building, new services, channel construction and marketing.

The "New Four" Leading Price Hikes

At the beginning of Jan. 2020, Junlebao announced a price rise for its flagship infant formula product. Under the new pricing structure stage 1-3 infant formula milk powder is 258 yuan per 800g can.

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