How can the dairy industry "fragile rise" a market that has not yet synchronized "surprise"

To examine China's dairy industry, Hebei dairy industry is a mirror.

Junlebao infant milk powder first passed the global food safety standard (BRC) A+ certification, becoming the first infant milk powder company in the world to obtain this top certification. There is no doubt that this is a surprise for the Chinese people when the share of foreign brands in the domestic high-end milk powder market is almost one-sided.

Why? Because this is the rise of the quality of Hebei dairy industry after it hit rock bottom. At that time, Hebei dairy industry fell because of the "Sanlu milk powder incident", which triggered a crisis of trust in the domestic dairy industry.

It is also because this certification is the strictest quality certification in the world. The BRC food safety certification of the Swiss General Standard notarization Bank is an internationally recognized food standard. Passing the BRC certification means getting the quality pass of EU market access. Moreover, A+ certification requires enterprises to always achieve the corresponding stringent targets in the surprise audit at an uncertain time. This fully shows that the quality of Junlebao dairy industry is excellent, not only can fight in the international arena, but also can win the competition.

Not only Jun Le Bao, Modern Animal Husbandry has won the Gold Award of the World Food quality Evaluation Conference for three consecutive years, and it has also won the International High quality Award of the Conference this year. However, a reality that can not be ignored in China's dairy market is that the domestic market's consumer confidence in domestic dairy products has never been effectively restored, and the high quality and low confidence form an "upside down". Let the re-start national dairy industry stumble forward in the market with insufficient consumer confidence.

This "surprise" is a "surprise" that the market has not yet synchronized. In any case, the market is in the doldrums and the dairy industry has not really risen.

A dairy quality system aimed at milk sources and standards

The crux of the dairy market lies in quality. Therefore, for many years, Hebei dairy industry has been closely around the main axis of quality in deep ploughing.

Milk source is the foundation of the quality of dairy industry. The root of the "Sanlu milk powder incident" lies in the source of milk, which is also the main gap between domestic and international dairy enterprises. In order to fundamentally solve the problem of milk source safety, at the "earthquake epicenter" of that year's incident, Hebei carried out three levels of milk supply reform in line with local conditions, encouraging enterprises to build large-scale pastures, trust existing small and medium-sized farms, and transform breeding areas, so as to achieve the development of dairy industry with both quality and quantity.

Data from the Hebei Provincial Animal Husbandry and Veterinary Bureau show that at present, the large-scale breeding rate of dairy cows in the province has reached 100%, and the proportion of large and medium-sized farms and dairy cow communities has reached 98%. The level of large-scale farming is among the highest in the country. The zero detection record of melamine and leather hydrolysates has been maintained for six consecutive years, and the qualified rate of sampling inspection has reached more than 99.9%.

The standard is the quality goal of the dairy industry. In Junlebao, the largest dairy enterprise in Hebei Province, the raw milk for the production of infant milk powder comes from the enterprise's self-built large-scale pastures, and all indicators strictly follow international standards. Take the total number of bacteria in fresh milk as an example. China stipulates that the number of bacteria per milliliter is less than 2 million, the national standard of the United States is 500000, and that of Japan is less than 200000. The EU standard used by Junlebao is less than 100000, which is not allowed to be used in the production of milk powder.

By combining milk sources with standards, Junlebao has explored and created a set of effective "41st high quality milk powder formula": high quality milk source, top raw and auxiliary materials, scientific formula and production technology, coupled with a quadruple testing system covering enterprises, industries, the government and third parties, to comprehensively strengthen the supervision of key links in milk powder production. It should be said that aiming at milk sources and the construction of a standard quality system for the dairy industry has put Hebei dairy industry on the road.

A consumer confidence that needs to be kept on hold.

Although a breakthrough has been made in quality, the restoration of confidence in Hebei dairy industry and even China's dairy industry is a long-term process. Taking advantage of the price advantage and the lack of confidence of domestic consumers, international brands continue to be in an active position in China's dairy market.

To revitalize the dairy industry, safety is the ballast stone and confidence is the backbone. Confidence without security cannot stand the test of time, and security without confidence cannot withstand the winds and waves of competition. From the actual situation of Hebei dairy industry, continue to bite consumer confidence, need to make efforts in many ways.

Stricter dairy standards should be implemented. With reference to the experience of advanced dairy countries such as the European Union and the United States, and combined with the national conditions of our country, we should formulate stricter standards for the main raw and auxiliary materials of infant formula, including raw milk, whey protein powder, and so on, and make it clear which level and what kind of standard can be used in the production of infant formula.

We can consider setting the guiding price of infant milk powder to avoid price increases in circulation links, resulting in "false high" domestic milk powder prices. The price supervision department should make clear the profit space of the circulation link, and the state can consider establishing a floating guide price of infant milk powder, and strive to change the situation of false high price of infant milk powder.

"you need to be hard to strike iron." In any case, the dairy industry can not achieve a "fragile rise". It is better to throw off your arms than to shout at the top of your throat. Our dairy quality indicators are excellent, safety indicators are excellent, nutrition indicators are excellent, so we will not worry about the return of consumer confidence. What the international brand dairy industry can do, China's dairy industry can do the same, or even better, at that time, domestic consumers will not have to bother to go to a foreign country to sweep goods.