Who Are the Core Customers of Feihe Company?

Feihe core customers are middle-to-upper-class parents who treat infant nutrition as a non-discretionary investment; they concentrate in Tier 1-3 cities and account for the bulk of retail infant-formula sales, with urban millennial mothers driving brand choice and repeat purchases.

Feihe target customers in 2025 include the silver economy-seniors 60+ buying adult milk powders for bone and immune support-and professional mothers selecting Astrobaby and organic lines; these segments broaden revenue beyond infant formula and raise average selling price per unit.

Feihe customers are mainly consumers (retail households) with a growing institutional slice-wholesale buyers, pharmacies, and select clinics; retail e-commerce channels and mom-and-baby stores remain primary distribution routes for infant nutrition.

The infant formula segment-driven by urban millennial mothers in Tier 1-3 cities-remains most commercially important in 2025, contributing the largest share of revenue and customer retention; senior adult-nutrition is the fastest-growing adjacent segment.

Feihe core customers concentrate in Tier 2 and Tier 3 cities where Feihe target customers shop across a network of over 100,000 retail points of sale; this physical reach sustains frequent purchases by parents seeking trusted, locally marketed formula.

Geographically, northern provinces remain a revenue stronghold, but Feihe customer segments show increasing penetration in southern China as localization of the message-more suitable for Chinese babies-boosts adoption among urban and suburban mothers.

Feihe appears strongest by reach and revenue mix: retail distribution in smaller cities plus premium infant formula lines drive repeat purchases; offline sales still form a large share while premium SKUs lift average selling prices.

In early 2026, Online-to-Offline (O2O) channels and localized delivery apps show the strongest growth, with live-streaming commerce on Douyin and Xiaohongshu accounting for nearly 18% of total retail sales for Feihe's premium lines and rapid same-hour delivery boosting conversion among millennial mothers.

Feihe expands from infant formula into adult nutrition, prenatal, and geriatric products under distinct sub-brands, turning product line adjacency into new Feihe target customers. By March 2026 adult and prenatal segments contribute about 12 percent of total revenue, up from single digits, helping offset lower birth rates and declining infant volumes.

Feihe keeps Feihe core customers-new parents and urban millennial mothers-engaged by preserving ultra-premium infant positioning and keeping a 30-35 percent marketing-to-revenue ratio focused on infant nutrition. Clear sub-branding prevents dilution of Feihe customers demographic profile in China while communicating consistent milk-source quality.

Repeat demand is driven by trust in sourcing (Global North Lat 47) and premium positioning; hospital and clinic channels plus e-commerce create ecosystem stickiness. Feihe customer retention and loyalty among parents remain high, aided by product tiers for newborns through toddlers and cross-sell into adult segments.

The top growth lever is margin-accretive functional products for older demographics: higher ASPs and margins in adult/prenatal lines offset infant volume declines. For details on channel and acquisition tactics see Customer Acquisition of Feihe Company.