Search report of A2 exporting

experience in China

Group member:
Yi Wang 20658919
Thi Anh Thu BUI 19565762
Wei Gu 20606271
XianMing Zhao 19546581
Word Count: 3945
(excluding Acknowledgement, Executive Summary and References)
 Content
Executive Summary —————————————————1
Findings ——————————————————————6
Discussion —————————————————————8
Conclusion —————————————————————10
Recommendation ——————————————————10
Implementation ———————————————————11
References —————————————————————12
 1

Acknowledgement
We would like to express our gratitude to Mr. Ian Bell, Supply Chain & Operations Director
ANZ at the a2 Milk company in Sydney, who was enthusiastic and helpful throughout the
interview with group 4. He knows both internal and international concerns, as well as the
sector itself. Mr. Bell provides us with helpful information to finish the research on a2 Milk
Company's international business experience in China. The interviewee was asked questions
on a2 Milk's prior experiences and current strategies about the research goal. Furthermore,
answers were informative when responding, such as how the firm will cope with these
concerns and future directions. Compared to alternative media such as a written approach, we
performed the interview through Zoom video, which allows us to talk with the responder in
greater depth and saves time assessing the responded argument.

Synopsis/Executive Summary
The case study is based on the company named the a2 Milk Company, which is a New
Zealand based milk company which had been established in 2000. With its headquarters in
Auckland, New Zealand it has its operations in different parts of the globe, including
Australia, Hong Kong, Singapore, China, the USA, the UK and others. The company mainly
commercializes the intellectual property relating to the protein-free milk, sold under the
brand names of a1 and a2 and has other related products of which the infant milk formula can
be seen to be of particular significance and popularity in different parts of the globe. One of
the primary export markets where the concerned company has penetrated in the recent past is
the market and especially the infant milk formula sector of China.

The purpose of the concerned case study is to analyze and discuss the experience of the a2
company in penetrating and entering the market of China and the purpose is also to discuss
the barriers, challenges as well as the positive aspects that have been faced by the concerned
company in entering the concerned market. The purpose of the study has also been to identify
the problems and to base the findings on the relevant theories and concepts in the concerned
domain. The study has also tried to understand and identify the sub-problems and the
underlying issues faced by the concerned company in its venture of entering the milk market
of China, and the factors influencing the success as well as the failures of the concerned
company. On the other hand, based on the problems and underlying issues identified by the
concerned study, related to the experience of the a2 Milk Company, in exporting its products
 2

in China, in the past period as well as in the present period, the concerned study has tried to
identify the solutions for the concerned problems and issues in this domain, which can be
applicable for the a2 Milk Company, especially in its ventures and performance in the
Chinese market, in the long run.

Introduction
The global business environment can be seen to be becoming increasing competitive,
prospective, interconnected as well as dynamic in the present period. In the present period,
owing to factors like that of globalization, liberalization as well as the development of
technologies and incorporations of innovations have been helping in the creation of what can
be termed as a global market place. In this context, there lies considerable scope for
businesses to enter different markets and geographically diverse regions for exploration and
for diversification of their clientele (Wang and Luo 2019). However, there are also different
challenges that can be seen to be faced by the businesses, along with the prospects of entering
new countries and regions in different manners.

Keeping this into consideration, the concerned report has emphasized on a2 Milk Company, a
New Zealand based company which had been established in 2000. With its headquarters in
Auckland, New Zealand it has its operations in different parts of the globe, including
Australia, Hong Kong, Singapore, China, the USA, the UK and others
(Thea2milkcompany.com 2021). The company mainly commercializes the intellectual
property relating to the protein-free milk, sold under the brand names of a1 and a2 and has
other related products of which the infant milk formula can be seen to be of particular
significance and popularity in different parts of the globe. The report has tried to emphasize
on the ways in which a2 Milk Company has established itself in the milk market and
especially in the infant milk formula market of China in the present period.

Field of Research
The company infiltrated different markets since its establishment and one of the most recent
markets in this context is China, where the concerned company had sent its first
consignments of the infant formula for milk in 2013. There had been different cultural
differences which had been the potential barriers for the a2 Milk Company to enter the
concerned market. However, in 2008, from the initiation and the occurrence of the Chinese
 3

milk scandal, there had been a considerable rise in imports of milk formula and especially
infant milk formula in the concerned country and this had also facilitated the entry of the a2
Milk Company and its products in China (Yang et al. 2020). However, there have been
several problems and issues that have been faced by the concerned company in operating in
the market of China.

Research Aims and Objectives

The primary aim of the concerned study has been that of discussion of the market entry of a2
Milk Company in China, thereby identifying the problems and issues that have been faced by
the concerned company and that are being still faced by the same in the Chinese milk formula
market. The study has also aimed to identify the potential solutions for the problems, based
on which the recommendations and implementation ideas have been developed.

The objectives of the concerned study are as below:

· To discuss the market entry experience of a2 Milk Company in China

· To identify the problems and the underlying issues faced by the company in the
Chinese market

· To identify potential solutions in light of relevant theoretical frameworks

· To develop recommendations for the concerned company for more efficient

operations in China and also to develop the implementation strategy for the same

External Environment- PEST Analysis

As per author asked questions to respondent “why your company interested in international
expansion into China?” The interviewee answered that the company utilised PEST to test the
foreign market (Political, Economic, Social and Technological), which indicates pros and
cons of external environment to penetrate Chinese market.
Political 
The respondent mentioned that the Chinese government preferred to promote domestic
businesses rather than rely on imports, which facilitates China's promotes the national
economy. However, Chinese regulators were increasingly looking for food safety authorities
in exporting nations for assistance in developing appropriate processes that satisfy food safety
 4

and quality goals and who can efficiently respond to any concerns that may occur
[ CITATION Hoo16 \l 3081 ] . The 'Infant Formula Registration Rule' published by China's
Food and Drug Administration had certified A2 Milk Firm as a reliable exporter, which
might help the company into the Chinese market and remove other rivals [ CITATION
Jas16 \l 3081 ]. 
Economic 
The interviewee demonstrated the Chinese economic background from 1989 to 2021 in which
China's GDP Annual Growth Rate averaged 9.27 percent, with an all-time high of 18.30
percent in the first quarter of 2021 [ CITATION Trand \l 3081 ].As a result, China's growing
GDP % helped the growth of commercial prospects. China's middle class had grown at one of
the world's quickest rates, from 39.1 million in 2000 to about 707 million in 2018. Customers
in the upper-middle-income group, who have a large amount of disposable income, have been
driving middle-class spending growth, which boosts the purchasing demand of 2 Milk
[ CITATION Chi17 \l 3081 ]. Since the China-Australia Free Trade Agreement was signed in
December 2015, Australian industries have increased their trade with China, assisting in the
sustainable expansion of business in China [ CITATION Joa20 \l 3081 ].
Social
As customers in China are concerned about their health, A2 light Milk is highly suggested to
meet their current demands. Furthermore, Chinese buyers have assumed that the greater the
price, the better the product quality. The respondent highlighted a series of incidents in which
local Milk was contaminated with the industrial chemical melamine in 2008, Chinese
families have demonstrated a preference for imported Milk and infant formula [ CITATION
Hua18 \l 3081 ].
Technological
According to the respondent, Although China's dairy cattle had expanded dramatically over
the years, the country's agrotechnology, methods, and everything else were still relatively
underdeveloped and low-tech. China's dairy cows, for example, still did not produce much
Milk. Despite possessing 10.82 percent of the world's dairy cows, China produced just 6% of
worldwide raw Milk [ CITATION Zha16 \l 3081 ]. As a result, a2 had a competitive
advantage in the Chinese market by providing natural, high-quality Milk. Furthermore, a few
years ago, e-commerce was efficient, and A2 Milk favoured quick delivery and
communication through an online network. With online retail sales increasing from $20
billion in 2008 to over $646 billion in 2015, China became the world's largest e-commerce
industry, the sector was anticipated to reach $1 trillion by 2019 [CITATION Sov16 \l 3081 ].
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Exporting
For most businesses, exporting is the initial step toward worldwide expansion [ CITATION
Sve07 \l 3081 ]. Another question was, “When initially entering a new market, do you choose
exporting, set up a factory or joint venture? The interviewee stated that a2 Milk company
started exporting (infant formula milk) to the Chinese market in 2015 through an E-
commerce platform, and exporting is considered the primary method in doing business with
China both online and offline.
Firstly, a2 Milk firstly exported products through online platform as it might avoid a
significant amount of money establishing production facilities in the host country (China).
Australian labelled products directly exported to the Chinese market via a state-sanctioned e-
commerce channel, allowing Chinese consumers to buy Western brands and labels. A
partnership between the a2 Milk Company and e-commerce giant JD has resulted in a rise in
China sales since its launch in 2015, with a 3.6 times greater return on investment ROI in
2019 than the industry average [ CITATION Lim19 \l 3081 ]. 
Secondly, to export products into China, a2 Milk has expanded its reach through C2C
platforms named 'daigou,' in which consumers are connected mainly by Wechat and shoppers
buy items at a discount in Australia and worldwide for clients in mainland China, particularly
in the luxury goods and cosmetics industries. When A2 Milk began giving 10% to 20%
discounts on their infant milk formula, sales to 'daigou' increased sixfold, resulting in more
significant margins when they resold the items online. Moreover, 'daigou' networks develop
cold chain capabilities, allowing the selling of fresh Milk, yogurt, and fruit in as little as two
days, the potential for product categories is expanding [ CITATION And16 \l 3081 ].
In addition, a2 Milk company has entered the physical world by creating brick-and-mortar
shops such as Mother-and-Baby stores to capture both the retailer and the production margin.
This is because, since the coronavirus outbreak, sales of Australian formula have been
severely hindered through both cross-border e-commerce and 'daigou' channels, and excess
inventory has skyrocketed [ CITATION Mar21 \l 3081 ].
The respondent evaluated that exporting requires less capital than other types of operation,
such as joint ventures and setting up factories in another nation. This important characteristic
allows the company to exit a foreign market if it is not profitable. Furthermore, a2 Milk
company may be able to function via its current operations. As a result, withdrawing from a
foreign nation is simple for a2.
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Findings
Identify the problems found in the case by:
analyzing the problem, supporting your findings with facts given in the case, the in spite of
the company amazing thrive into the Chinese market, a variety of trials have been obstructing
its performance with its foremost test being constraints within the Chinese in child nutrition
market. This has led to the company slashing off its yearly funds as well as production of its
brand commodity as a result of coercion in the baby formula market. this is due to the fact
that there is an existing pressure in the Chinese market more so in the Daigou channel which
the company utilizes for its distribution. The Channel is not allowed to sell imported milk
anymore due to the restrictions put up as a result of Covid-19 in China (Huang et al., 2021).
Pricing for milk is also another challenge for the a2 Milk company. In the Chinese market, it
is noted that there are many companies which have emerged to sale milk and this is more so
the local companies since there was no many supplies from the international companies and
also the restrictions which have been put up on the imports into the country. Therefore, the
local companies in China give relatively less prices for milk and hence a challenge for the
company is terms of pricing as it has to reduce its prices in order to make sales.
Also, one of the major problems faced by the A2 milk Company is the fact that the tastes and
preferences of the customers in this market are different from the other international market
of the world. Therefore, the company had to invest a lot of money in consumer analytics for
understanding the behavior of the customers. Furthermore, since the Chinese market is
secluded from all the other major international markets in the world, most of the products do
not get passed to be sold in the country. Liu et al. (2019) stated that around 37% of the US
products fail to get permission to enter the Chinese market. In addition to that, another
important problem being faced by A2 Milk Company while entering the Chinese market is
the local competition that has already captured most of the market share. Bai, McColl, and
Moore (2017) found out that, around 81% of the market is captured by the local companies
and hence there is little room for the new entrant to capitalize on.

Bureaucracy is a well-known problem in the case of the Chinese market that creates the
hurdle for new market entry for A2 Milk Company. The government laws and protocol make
the protocol very tough for the foreign companies entering the market of China. 33% of the
 7

respondents said that they faced some hurdles in some parts of the market entry. Among the
problem, around 71% of the respondents have said that their license approval got delayed for
more than a year which impacted their business operation in the country (Hsieh, 2020). In
some of the cases, few respondents have talked about the laborious process of business
registration in the country as well. Furthermore, government regulations and corruption are
also other problems that are faced by A2 Milk Company. The government regulation of
China in terms of company operation is mostly in favor of domestic companies and hence it
is tougher for foreign companies to survive in the Chinese market even if it enters the market.
In addition to that, in terms of the milk industry, the Chinese government has some strict
rules and regulations in place which compels the company to change some of the
manufacturing processes specifically for the Chinese market to be relevant in the industry.
Consequently, this has increased the cost of operation of the company in the Chinese market.

Lastly, intellectual property rights have also been another significant problem faced by A2
Milk Company in China. Intellectual property rights are loosely defined in the Chinese
corporate ecosystem and hence the company has to invest a lot of money additionally for the
protection of the intellectual property. There is a protocol for the government to separately
ensuring intellectual property rights for the foreign businesses that further increase the cost of
operation of the company in the long term (Kukkonen, 2018). Therefore, there are a number
of challenges that were being faced by A2 Milk Company before and after entering the
market of China.

Relevant theory and course concepts.

In getting to focus on the demand theory, it is noted that during the period of the Covid-19
pandemic, there was a huge decrease in the demand for milk in China which is one of the
largest markets for a2 Milk. Therefore, based on the theory, the pandemic resulted to decline
of the economy as most of the businesses were closed and some people lost their jobs.
Therefore, the rate of people which could avoid purchasing milk decline and hence leading to
the decrease in the demand of a2 Milk. As a result, the number of sales also declined and
hence the decline in the company profits. Therefore, the decline of the sales for the Company
in its Chinese market is one of the greatest challenges to the company.
Additionally, the reduction in the prices for milk also declined due to the reduction on
demand. Based on the demand theory, it is noted that the process of a product gets to decline
 8

with the decline in demand and it also get to increase with the increase in demand. Therefore,
as the pandemic hit and economy destabilized, there were less people who could purchase
milk and hence a decrease in demand leading to the decline in the price of a2 Milk in the
Chinese market.

Discussion
The company Major problem in the Chinese market
Despite the company successful entry into the Chinese market, it has been undergoing a
number of challenges which are hindering its operations in their market. The main challenge
that the company faces is the pressure that the company faces in the Chinese infant-formula
market (Ramakrishnan et al., 2020). The a2 Milk company has basically cut its annual
revenue and also the margin for its products as a result of the pressure that it faces in the
Chinese infant-formula market. This is following the pressure for the company sales in the
Chinese market whereby it uses the daigou channel, such that the sellers outside China get to
purchase for the customers in order to be shipped back to the market and following its cross-
border e-commerce business. Therefore, these events have made the a2 Milk company to
have challenges in terms of pricing and also the reduction in terms of sales as a result of the
high competition which has been created.
The other challenge that the company has recently faced in the Covid-19 restrictions in
China. It is noted that there has been a greater decrease in the sales and that is to 56% from
the rate of 78% as result of the Covid-19 restrictions in China (Milan et al., 2020). This is
much clear more so due to the fact that daigou the reseller channel for the company which
has been limited in its importation and sale of milk due to the regulatory and the structural
factors in China.

In regard to this challenge, the company has to get an alternative whereby it can keep
increasing its sales and hence making more revenues. Therefore, the solution in regard to the
supply chain challenge above is basically reducing the inventory levels. However, the a2
Milk will take much time to rebalance. The company should also get to change its
distribution channel since its main channel daigou which is the reseller and the cross-border
e-commerce business channel have been challenged. Notably, the company should get to
intensity on its marketing in China in order to encourage for more sales and gaining the trust
of customers that its products are safe and ensuring that they handled well to avoid any issues
linked to the spread of Covid-19 in China (Huang et al., 2021). The advantage in regard to
 9

this solution is that the company will not make losses due to wastage of the unsold milk
products. The company will also reduce its costs on supply chain, and it will be able to boost
is sales at the same time. The disadvantage is that the company will not experience many
sales in the process of implementing this strategy and its revenues will get to decrease in the
period of implementing this strategy.

Alternative Solution
Since there are a lot of hurdles that a foreign company has to experience before it can operate
in the Chinese market smoothly, it becomes financially tougher for a company like A2 Milk
Company. There are other means of market entry that can ease some of the problems of the
company in the short term as well as in the long term. The first and the foremost is the mode
of entry that can make it smoother for A2 Milk Company. The management of the company
can opt for partnerships in the Chinese market (Blackburne and Buckley, 2019). Under this
process, the management is required to engage in a partnership with a local milk company in
China. The advantage of this mode of entry is that the local company gets benefits through
the policies of the government. If A2 Milk Company partners with one of the local companies
in China, the bureaucracy and its related problem can be bypassed. In addition to that, the
local company also brings to the table information regarding the tastes and the preferences of
the customers in the market that makes the product further consolidated (Choosin, Kwan, and
Cheung, 2018). However, on the other side, a major drawback of this entry method is that the
local partner can eat up a significant share of the company while operating in the Chinese
market.

Another alternative to direct entry can be licensing that can mitigate some of the problems
that are being faced by A2 Milk Company in China. Under the licensing system, the
management of A2 Milk Company authorizes a few local companies to sell the products in
the Chinese market. One of the major advantages of this solution is that it reduces the
investment level of the company in the Chinese market. The intellectual property rights and
its protection lie on the shoulder of the licensee and hence it reduces the risk for A2 Milk
Company. In addition to that, the licensees also get the due benefits provided by the
government under the support of domestic companies (Shigang and Guozhi, 2017). This
indirectly benefits the operation of A2 Milk Company in China and hence is a good
advantage for the company. However, Licensee Company holds the whole image of A2
 10

Company in the Chinese market and hence reputation becomes a stake when opting for
licensing in the Chinese market.

Lastly, the wholly-owned subsidiary is another solution that is available to the management
of A2 Milk Company to mitigate some of the problems that are currently being faced by the
company. The wholly-owned subsidiary has some advantage over the direct entry since the
new subsidiary is considered as a new domestic company in the Chinese market upon
adhering to some rules and the regulations of the government (Tlili et al. 2019). Therefore it
gets a similar treatment to that of a domestic company and the policies of the government
work in favor. However, one of the major drawbacks of this entry method is that it requires
the management of A2 Milk Company to hand over some of the control to Chinese
management under the rules of the government that can make the operation slightly deviated
from the central one.

Conclusion
The report also mainly focuses on analyzing issues towards doing business in the Chinese
market such as pricing competition, different cultures, bureaucracy in China’s government
and strict intellectual property, and especially COVID-19 restrictions, which has made a2
Milk revenue plunged in a previous year. Thus, the company implemented some solutions to
deal with these difficulties, such as changing its distribution channel from the online platform
and ‘daigou’ trade to setting up a venture in China, reducing costs on the supply chain to
finish up the existing bunch inventories due to COVID-19 pandemic. Regarding international
expansion, there are other modes through which firms could enter into the foreign country,
such as licensing, joint venture, and wholly-owned subsidiary. Overall, China is evaluated to
be a potential importer, so a2 Milk can exploit other products to gain huge profits.

Recommendation
When asked about the future direction for a2 Milk company, the interviewee responded that
if the A2 Milk becomes successful in China, the company may consider some strategies:

 - Launching an adult powdered milk as the following A2 product to market in China.

- Aiming for other Asian nations with comparable characteristics, such as Korea, Vietnam,
and Thailand.

- Establishing a new subsidiary-owned firm in China, which may result in a rise in demand.
 11

- Considering relocating the manufacturing line to the low-cost country since this can assist
minimize transportation/production expenses (e.g., close location, easy and low-cost
shipping).

- Creating a transparent, trustworthy, and authentic brand by substantially investing in

evidence-based science and research to establish confidence among the educated Chinese
market, with a strong emphasis on product quality. This enhances a2's aspirational appeal to
consumers by demonstrating excellence and market uniqueness.

To succeed as an Australian brand in China, a2 Milk should consider four key stages below:

· making the brand credible in Australia first

· choreographing a channel 
· establishing distributor strategy 
· implementing the appropriate skills to enable growth

Implementation
The primary recommendations that have been developed for the A2 Milk Company, based on
the findings of the concerned report, have to be properly and efficiently implemented to
enhance the performance and sustainability as well as the market presence of the concerned
company in China in the coming years. The implementation can be done as below:

Things to be Actions that have to Personnel involved Timing for the

implemented be undertaken implementation
Creation of market Extensive market The marketing From the beginning
awareness of the research and study manager and the of the entry of the
products in China about the customers marketing concerned company
and the changes and department of the and also in regular
patterns of the same, concerned company intervals of time
based on which need to implement
efficient marketing the concerned
policies have to be activity
developed and
implemented
 12

Development of an Develop relationship The logistics and This has to be done

effective network of with the local supply manager and from the beginning
distribution channels distributors in China the concerned team of the entry of the
in the market all over And also scan and of the A2 Milk firm in the Chinese
China select the right Company market and also as
suppliers and reliable and when the
distributors who have company keeps on
considerable expanding its
presence and operations in the
customer inclinations concerned market
in China in the
present period

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