Six ministerial committee to stop "no milk" propaganda bright dairy industry lost its big selling point

Every reporter Zhang Juan from Shanghai Six Department committee to stop the "no milk" propaganda, a number of dairy companies to reporters, although not to do "no resistance" publicity, but their products are also free of antibiotics. "' No resistance ' is a basic requirement, not a selling point.　　"The head of a dairy enterprise said. Yesterday, the Ministry of Health official website Circular, recently a few dairy enterprises claimed the production of "No milk", misleading consumers, seriously disrupted the production and operation of dairy products order.　　The Ministry of Health, Agriculture, industry and commerce, AQSIQ, the Ministry of Industry and Information technology and the state Food and Drug Administration jointly issued a notice, strictly prohibited in the dairy label, logo and advertising "No milk" and other unscientific, does not conform to the actual content.　　The introduction of this policy, so that the 7-year "No milk" controversy drew a rest, but also to some years as a selling point of the enterprises poured a basin of cold water. Prohibition of "No resistance" publicity bulletin that, in order to protect consumer health, regulate dairy production and operation activities, according to the "Dairy quality and safety supervision and management regulations", "Veterinary Drug Administration regulation", "Food Labeling management Regulations" and other regulations, since the immediate day, the dairy production and management and catering enterprises should stop "no milk" production and operation activities.　　Since June 30, 2009, the relevant regulatory authorities have begun to investigate the law. Notice requires that dairy farmers, raw milk buyers and dairy production enterprises to strictly implement the "dairy quality and safety supervision and management regulations", "Veterinary drug Management Regulations" and other regulations, prohibit the sale, acquisition and processing of drugs and drugs in the period of medicine and the milk of livestock,　　Dairy products that do not conform to health standards or are not qualified for the quarantine of livestock, and other raw milk not complying with the regulations and standards, ensure the quality and safety of milk products. All localities should strengthen the supervision and management of dairy livestock breeding, fresh milk acquisition, dairy production circulation and catering consumption.　　The consumer has the right to report to the local health, agriculture, industry and commerce, quality technical supervision and food and drug regulatory authorities if it is found that dairy products are illegal to produce and operate and promote "no milk". 7 Years of Noise "no anti-milk" concept is made by the bright dairy industry (600597. SH) was first proposed. April 2002, Bright Dairy "iron Niang" Wang Jiafen in a dairy giant meeting announced that, light will be in Shanghai to achieve "no milk", the milk does not contain antibiotics international standards, and began to promote the "No milk" concept, bright product packaging on the "no antibiotic" words.　　Since then, including three-dimensional domestic enterprises have also played "no Resistance" brand. It is understood that the cows in the humid weather or seasonal when the most susceptible to mastitis, and the use of mechanical milk than artificial milking more easily let cows suffer from mastitis, it must be directly injected into the milk room of antibiotics in order to allow cows to restore health as soon as possible.　　But after antibiotic treatment of cows, milk produced within 7 days will have antibiotic residue, this milk can not be used as raw materials for the production of milk. Over the past 6 years, the industry has never stopped arguing about the concept of "no milk". "According to the National Dairy Quality Supervision regulations, veterinary drugs residue exceeding the milk source does not allow acquisition or processing, but alsoIn other words, in the acquisition of milk sources of veterinary drug residues must be in line with national standards, and some enterprises will be ' no milk ' as a selling point in the market speculation, which will mislead consumers of cognition.　　Song Kungang, director of the China Dairy Industry Association, told the Daily economic news that the veterinary drug residues in dairy products are now on target.　　As early as in July 2002, the Chinese Dairy Association, China Milk Products Association released "There is no milk anti-milk report", Song Kungang in the "report" to the industry expressed two views: first, speculation "no resistance" concept is meaningless, dairy enterprises do not fry again, the second is "have resistance" still conforms to the current national standards, consumers do not panic. Many dairy companies also told reporters, although not to do "no resistance" publicity, but their products are also free of antibiotics. "' No resistance ' is a basic requirement, not a selling point.　　"The head of a dairy enterprise said. For "No milk" bright investment more than billion "8 years ago we began to carry out antibiotic residue testing, the use of international testing equipment and indicators, to now has been invested billion." "Since the country now has this policy, we will certainly follow the relevant national regulations, but it needs to be stressed that although antibiotics are not a national standard, we will continue to test antibiotics," said the director of the Bright dairy industry. "We will of course implement it, but we do not understand why the department is not allowed to advertise the concept of" no resistance "and let consumers know which milk is" resistant "and what is not good.　　"Three-dimensional related officials believe that the call to stop" no resistance "propaganda on consumer rights and interests may be more than the damage to enterprises. Obviously, the introduction of this policy, for the bright, ternary and other enterprises is not only the replacement of advertising, the replacement of packaging so simple. "' No resistance ' is a big selling point of the bright years, it makes the light and other brands differentiated competition, now be stopped, it means that the selling point has disappeared."　　"Tang Zhiqing, chief analyst at one-word business consultancy in Shanghai, who has been in the dairy business for many years, said.　　Reporters observed "No milk" several times the final torture "additives" according to people familiar with the situation, the call to stop "no milk" is derived from the problem of additives. March 9 This year, the Ministry of Health on its official website published to Public security, agriculture, industry and commerce, quality inspection and other ministries of the notice-"the national crackdown on illegal addition of non-food substances and abuse of food additives in the recent work of the focus and requirements," the Ministry of Health pointed out that the beta-caprolactam enzyme (antidote) can be used to mask antibiotics, posing as "　　No anti-milk. " "Our country since July 2006 to all fresh milk compulsory detection antibiotic content, exceed the standard cannot sell." And the role of the antidote is to have anti-milk in the excessive antibiotic decomposition off, so that the original milk successfully passed the test.　Analysts on the daily economic news, said the official call to stop "no milk" and not just the enterprise propaganda, but in order to prevent some enterprises in order to achieve "no resistance" in the milk to use the antidote. Every reporter yinhuangqing Yan expert opinion No anti-milk notCould be the killer of the dairy industry. "The promotion of milk-free should be an industry activity, and it is impossible for individual companies to dominate."　　"Yesterday, Beijing Hua Tong Management Consulting Co., Ltd. chief marketing consultant Wang in the daily economic news, said in an interview. In Wang's view, for the forefront of dairy companies, the realization of no resistance is only two issues, the first is the technical problems, the second is the management problem.　　From the financial and technical capabilities of dairy companies, total no resistance can not constitute a market threshold, they could completely through the simple technical concept, strengthen the basic management to achieve the bright milk set of no resistance indicators, therefore, in the barrier, no resistance can not be a constraint on competitors. Wang that no milk is a basic product quality appeal, does not have a fundamental change in the dairy product structure of the strategic function.　No milk as a basic technical means, to enhance the brand image may have some effect, but the allocation to a single product does not have differentiated competitive ability.　　Every reporter Huang Qingyan market survey "No milk" in the supermarket hiding began 7 years ago, the concept of "no milk" in the beginning of this year was also fired uproar, the department of a paper ban, "No milk" has no sales space. Supermarkets "rare" no milk from the Carrefour information shows that the shelves of milk has no "no milk" "No antibiotics" and other words, for "no milk" the disappearance of the word, the retailer said it may be the supplier has received information, the early change of packaging.　　Good, multiple. The head of corporate affairs, in an interview with the Daily economic news, noted that the relevant functional departments had been consulted on specific matters and that the products sold were in compliance with policy requirements. In addition, "Daily economic news" Yesterday in Shanghai's major convenience stores learned that the original with "antibiotic-free" milk has been quietly "exit." According to the introduction, advertised as "antibiotic-free" milk in all supermarkets have been sold, but compared with other varieties, there is no certain advantage. The owner of the supermarket stores said that "consumers, whether they choose raw milk or other dairy products, the most important is the brand and price, very few people have asked whether there are antibiotics and other problems." "Consumers do not know" the "Daily economic news" Yesterday visited a number of supermarkets in Shanghai, the vast majority of consumers are "no anti-milk" are confused, expressed unclear about the concept. Consumers said that if "no milk" than other milk more safe, willing to accept, but they are worried that "no milk concept is not through authority, but the propaganda strategy of individual enterprises."　　"It is alarming," there are anti-milk "and" no Milk "at the same time in the market coexist, or even the same brand in different regions, different varieties, different batches of dairy products also appear" have resistance "and" no resistance "mixed phenomenon, which undoubtedly makes consumers easily confusing even misunderstanding, so confused. Manufacturers no longer play "no anti-milk" signs have sold whole fat without anti-milk powder and skim milk powder, and declared "100% free of antibiotics" EurasianMilk said that the two products have not been sold at the same time, the daily economic news reporter from a number of once sold "antibiotic-free" products of dairy companies, because they have not been widely recognized by the market, they have abandoned the "no milk" propaganda. Every journalist Huang Qingyan