A focus on online shopping and a strong social media presence is helping Bellamy’s Australia capitalise on China’s insatiable appetite for baby fomula and food.
The Tasmanian-based organic baby food maker’s profit more than quadrupled in the year to June 30 to $38.3 million, as revenue from China soaring by similar levels to $62 million.
Sales in Australia rose 67 per cent to $179 million, giving it total revenue growth of 95 per cent.
Bellamy’s said it has ramped up its exports while growing its social media and online presence in China, which has boosted its brand awareness.
“China is growing and the opportunity over there remains significant,” CEO Laura McBain said.
“We are also working with distributors who sell directly on the online Chinese platforms.”
More and more Chinese parents are buying online, and Bellamy’s is capturing a growing portion of the e-commerce market through Chinese online shopping platforms, including Tmall and JD, she said.
The company has been trading in China for the past seven years, and estimates its share of the country’s infant formula market is less than one per cent, while its online share is about three per cent.
Product agreements with manufacturers Fonterra and Tatura Milk Industries means Bellamy’s was positioned well for further growth, McBain said.
