Who Are the Core Customers in Feihe Company's Target Market?

Feihe target customers are mainly urban middle class mothers buying Feihe, especially aged 25 – 35 in Tier 2 – 4 cities; this cohort drives >50% of retail infant formula volume and prizes national brands with premium, specialized formulations.

Feihe core customers extend to health-conscious seniors and middle-aged adults seeking bone and cardiovascular support; grandparents purchasing Feihe for grandchildren and pregnant women planning to buy Feihe formula add meaningful volume growth.

Feihe serves mainly consumers via retail, pharmacy and e-commerce channels (online shoppers buying Feihe on e-commerce platforms), with institutional sales small; digital marketing targets parents choosing Feihe vs competitors across city tiers.

Feihe infant formula buyers in China – affluent families and price-sensitive segments – drive approximately 70% of 2025 product revenue, with premium SKUs and repeat purchase rates highest among mothers in Tier 2 – 4 cities.

Lower-tier cities (Tier 3 – 4) remain the densest concentration of Feihe target customers because the Mother-and-Baby stores create a durable physical moat and high repeat rates among price-sensitive parents and grandparents.

Tier 1 cities such as Beijing and Shanghai show growing adoption among high-income professionals choosing organic and specialty formulas, shifting Feihe core customers toward health-conscious, premium buyers.

Feihe International Inc. is strongest in physical reach via its Mother-and-Baby stores, which generate stable revenue mix in lower-tier cities, and in omnichannel integration that ties in-store trust to digital conversions.

Online channels (including Douyin and specialized e-commerce) account for ~32% of total sales as of March 2026, up from ~25% in March 2024, making digital shoppers – urban middle class mothers and young parents – the fastest-growing Feihe customer segment; see more in How Feihe Company Works and Makes Money

Feihe adds new customers by moving beyond infant formula into toddler, adult nutrition, active nutrition, and medical foods, targeting Feihe target market cohorts such as urban middle class mothers buying Feihe and affluent families; product launches and e-commerce campaigns in 2025 lifted new customer acquisitions by double digits in tier – 1 and tier – 2 cities.

Retention rests on a loyalty program that reached over 75,000,000 members by 2026, CRM-driven personalized offers, subscription options for Feihe infant formula buyers, and R&D-backed product quality (R&D ≈ 2.5% of revenue) that reduces churn among health-conscious parents choosing Feihe formula.

Repeat demand is driven by lifecycle marketing that shifts customers from stage – one to stage – four formulas and into adult lines; subscriptions and bundled offers raise average order frequency, while data analytics identify upsell paths for grandparents purchasing Feihe for grandchildren and pregnant women planning to buy Feihe formula.

The key lever is full – life – cycle customer monetization: leveraging a 75M+ loyalty base plus ~2.5% revenue R&D spend to convert Feihe core customers across age segments and capture share in active nutrition and medical food markets, offsetting birth – rate headwinds and making Feihe an essential nutrition partner; see Competitive Landscape of Feihe Company for competitive context.