Can consumers be moved by fresh milk "100% qualified in 7 years"?

The latest data from the China Dairy Association is embarrassing-at present, China's milk production ranks third in the world, but dairy imports account for nearly 1/3 of China's total dairy consumption. Minister of Agriculture Han Changfu said on August 18 that the Ministry of Agriculture has implemented a fresh milk quality monitoring program for seven consecutive years, and the qualified rate of sampling tests for prohibited additives such as melamine has been maintained at 100%. The contents of fresh milk protein and milk fat in large-scale farms are significantly higher than the national standards. (Beijing Morning Post, August 19)

After the outbreak of the melamine incident, although the supervision and standards of the industry have become increasingly perfect, and the quality of domestic milk has been greatly improved, the proportion of dairy imports is still close to 1/3 of China's total dairy consumption, and some consumers have also made it clear that "domestic milk is not reassuring." Since the quality of domestic milk has been greatly improved, why can not rest assured some consumers, why is it difficult to return to the past market share? In this regard, the parties concerned still need to reflect.

"over the past seven years, the testing of melamine in fresh milk has been 100% qualified." this is indeed a remarkable progress, but the change in the quality of domestic milk has not yet been recognized by many consumers. an important reason is that the melamine incident did too much harm to consumers that year, and it takes a long and tortuous process to repair consumers' confidence in domestic milk. Nowadays, many families have only one child and cannot afford the harm of "problem milk", so they would rather spend a high price on "foreign milk powder". Of course, it does not rule out that some consumers "worship foreign countries and fawn on foreigners", which also leads to an unusually bumpy road to the recovery of domestic milk. In addition to the above reasons, there are deeper reasons why consumers are worried about domestic milk. For example, consumers are worried about the fact that the quality of domestic milk series products is not 100% qualified.

"fresh milk is 100% qualified in 7 years" does not mean that the quality of all domestic dairy products sold on the market is 100% qualified. According to the definition of "Management measures for the production and acquisition of fresh Milk", raw milk refers to the raw milk of unprocessed dairy animals, which needs to go through the process of production, processing, transportation and so on. Therefore, whether the quality of all kinds of domestic dairy products in the terminal market is 100% qualified or not is what consumers are most concerned about.

Even if the quality of domestic dairy products produced by all regular domestic manufacturers is qualified, consumers will still worry that fake and shoddy dairy products will hurt themselves, because fake and shoddy dairy products have not disappeared around us. Moreover, there are occasional problems with dairy products produced by some regular manufacturers. For example, Guangming Dairy, a veteran dairy company in Shanghai, was exposed six times in the five months of 2012. Because consumers generally do not drink raw milk directly, so "7 years 100%" is very difficult to impress consumers.

More importantly, due to the frequent domestic food safety incidents, it is easy to make consumers have negative associations. For example, food safety incidents such as poisonous bean sprouts easily remind consumers: do other foods also have quality problems? Therefore, in order to reassure consumers of domestic milk, we must improve the large food consumption environment and improve the overall quality of domestic food. Although the "strictest" new food safety law is about to be implemented, given the complex food safety situation, it is still difficult for the public to be optimistic for the time being.

China's imported milk powder surged from 140000 tons in 2008 to 1.05 million tons in 2014, an increase of more than six times in six years, which means that in the past, the relevant reports declared that "domestic milk powder is the best in history" and relevant industry associations said that "domestic milk powder standards are the strictest in the world." in fact, it has not finally changed consumers' views on domestic milk powder. Therefore, there is still a long way to go for consumers to re-recognize domestic milk powder, and the parties concerned should be prepared to continue to play a "protracted war".