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Bellamy's

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Bellamy's

Bellamy's
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Bellamy's logo white
Chinese shopper holding a tub of Bellamy's
Chinese shopper holding a tub of Bellamy's

Bellamy’s: Scaling Premium Infant Formula Distribution in China

Summary

  • Bulk Procurement at Scale – Container-load acquisitions for consistent cross-border inventory

  • Direct Wholesale to JD.com – Supplied one of China’s largest platforms as a key partner

  • Regulatory Navigation – Complied with complex CBEC policies for infant nutrition

  • High-Volume, Low-Margin Execution – Built operational infrastructure to maintain speed and margin integrity

  • Brand Reinforcement – Strengthened Bellamy’s reputation as a premium, trusted infant formula brand in China

1. Category Context & Market Entry Challenge

Bellamy’s Organic, a leading Australian infant formula brand, had high brand equity in China but required a compliant and scalable cross-border distribution model. Infant nutrition is one of the most tightly regulated CBEC categories, demanding both precision and operational efficiency.

2. Bulk Procurement & Cross-Border Fulfilment

We initiated and managed container-level procurement of Bellamy’s inventory—ensuring consistent availability across key sales windows. This scale allowed us to:

  • Optimise unit economics in a price-sensitive category

  • Maintain healthy buffer stock for promotional campaigns

  • Minimise delays in fulfilment through bonded warehousing

3. Platform Wholesale Strategy: JD.com

As a key strategic partner, we supplied JD.com directly through wholesale arrangements, providing:

  • Nationwide consumer access

  • Platform-preferred pricing and stable fulfilment

  • Visibility into platform-level demand planning and category movement

This partnership positioned Bellamy’s alongside top competitors while preserving premium pricing integrity.

4. Regulatory Precision in CBEC

Infant formula requires strict adherence to China’s CBEC regulatory framework, including:

  • Product composition disclosures

  • Shelf-life compliance

  • Import documentation and bonded storage protocols

We ensured end-to-end regulatory alignment—reducing risk and avoiding shipment rejections or product delays.

5. Operational Efficiency at Scale

Operating in a low-margin, high-volume category, we designed a tightly integrated supply chain across:

  • Freight, customs clearance, and bonded warehousing

  • Inventory visibility and replenishment systems

  • Rapid fulfilment through trusted last-mile providers

This ensured margin protection and brand reliability at scale.

Outcome

Bellamy’s expansion into China was defined by disciplined wholesale execution, regulatory compliance, and platform alignment. The result: consistent product availability, strong brand perception, and a foundation built for scalable growth in one of the world’s most competitive infant nutrition markets.


Note: The case studies presented on this website highlight projects led by Jonathan Cox, Stratforms and the China execution team over the past 25 years. They include both current and former client work, and in some cases, projects undertaken in partnership with other entities or collaborative teams. These case studies are shared strictly for historical and illustrative reference, and do not imply ongoing client relationships, endorsements, or current affiliations unless explicitly stated.

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