洋奶粉近期再次卷入“质量门”。记者从国家质检总局相关人士处获悉，进口奶粉一直是监管的重点产品，《进出口乳品检验检疫监督管理办法》将于近日发布实施，该办法将对现行管理要求进行整合，进一步规范相关工作。

The recent milk powder in again"Quality door".Reporters from the state quality inspection administration relevant personage have learned,Imported milk powder has been the emphasis of supervision products,[Dairy import and export inspection and quarantine supervision and management measures]Will be released implementation,The way to integrate the current management requirements,Further standardize related work.

　　记者了解到，近几年来，“洋奶粉”大举进入中国市场，品牌数量达到100多个，出现良莠不齐的乱象。特别是部分海外进行贴牌生产的洋奶粉经营者，注重市场而忽视了品质把控，导致一些进口奶粉不符合国家标准。

The reporter understands,In recent years,"The milk powder"Massive to enter the Chinese market,Number of brand to more than 100,Good and bad are intermingled in the mess.In particular, a number of overseas for OeM production of the milk powder operators,Pay attention to the market and ignore the quality control,Cause some imported milk powder is not in conformity with the national standards.

　　问题

problems

　　不合格产品密集检出

Unqualified products intensive detection

　　国家质检总局近日发布的风险预警信息显示，从新西兰和新加坡进口的两款婴幼儿配方奶粉被检出不合格。另据统计，在国家质检总局14个月以来公布的进境不合格食品通报名单中，共有34批次超过270吨不合格进口奶粉被销毁或退货，其中3/4为婴幼儿奶粉。

State general administration of quality supervision recently issued risk early warning information display,From New Zealand and Singapore import two of baby formula milk powder were detected unqualified.Another according to the statistics,In the state quality inspection administration 14 months released since entry unqualified food bulletin list,There are 34 batch of more than 270 tons of unqualified imported milk powder be destroyed or return,Three quarters of them for infant milk powder.

　　事实上，近年来“洋奶粉”受到国内消费者追捧，但也不断曝出食品安全问题，一些知名婴幼儿奶粉品牌同样牵涉其中，比如雀巢奶粉碘超标事件、美赞臣奶粉金属污染、雅培召回事件等。

In fact,In recent years"The milk powder"By domestic consumers to chase after hold in both hands,But also unceasingly to expose food safety problems,Some well-known infant milk powder brand also involved,Such as nestle milk powder iodine overweight event/MeiZanChen milk powder metal pollution/Abbott recalls, etc.

　　作为进出口食品检验检疫和监管的行政管理部门，国家质检总局的一位官员透露，目前《进出口乳品检验检疫监督管理办法》(下称“进出口乳品监管办法”)已经制定完成，并完成了对WT O的通报程序，将于近日发布实施。

As food import and export inspection and quarantine and supervision of administrative management department,The state quality inspection administration of an official,At present[Dairy import and export inspection and quarantine supervision and management measures](said"Import and export dairy supervision measures")Has formulated a complete,And completion of the WT O notification procedures of,Will be released implementation.

　　早在2010年，国务院法制办已发布进出口乳品监管办法的征求意见稿，对于进口乳品的准入、审批、标准、检验检疫和风险预警等问题作出了明确规定。

As early as in 2010,Affairs office of the state council released import and export dairy supervision way draft,For import dairy access/examination and approval/standard/The inspection and quarantine and risk warning problems made specific provision.

　　上述国家质检总局官员说，进出口乳品监管办法对于乳制品提出了准入评估的要求，只有经过风险评估并符合要求的国家才被允许向中国出口，对于出口商和代理商则实行备案制度。

The state quality inspection administration officials said,Import and export dairy supervision measures is put forward for dairy products access to the requirements of the evaluation,Only through risk assessment and to meet the requirements of national was allowed the export to China,For exporters and agent is a filing system.

　　中商流通生产力促进中心奶业分析师宋亮告诉《经济参考报》记者，近年来包括中国在内的新兴市场需求不断增长，而主要的乳制品出口国本身产能有限，在扩大产能的过程中就有可能存在监管上的漏洞，不排除奶粉会出现变质、重金属超标等问题。

Zhongshang circulation productivity promotion center of dairy industry analysts SongLiang tell[economic reference to]reporter,In recent years, including China, emerging market demand growth,And the main dairy exporters itself limited capacity,In the process of expanding capacity may exist loophole in the supervision,Does not exclude the milk powder will appear metamorphism/Problems such as heavy metal exceeds bid.

　　据了解，新西兰、澳大利亚、美国、欧盟是中国主要的乳制品进口来源地，其中从新西兰和美国进口的乳品分别占到进口总量的46%和18%。2011年，中国进口乳制品91万吨，包括45万吨的奶粉，其中从新西兰进口的奶粉占到80%。

It is understood,New Zealand/Australia/The United States/The european Union is China's major dairy source of imports,The United States imported from New Zealand and the dairy products accounted for 46% of the total to import and 18%.In 2011,,China imported 910000 tons of dairy products,Including 450000 tons of milk powder,From the New Zealand which imported milk powder 80%.

　　洋奶粉的问题同样引起了出口国的重视，比如新西兰初级产业部与新西兰海关日前发表声明称，将联合开展行动打击非法输出婴儿配方奶粉的行为。

The milk powder problem also aroused the attention of the exporter,Such as New Zealand primary industry and New Zealand customs has issued a statement that said,Will combine to action against illegal output infant formula milk powder behavior.

　　新西兰恒天然集团大中华区和印度区总裁K elvin Wickham介绍说，新西兰担心非法出口的奶粉没有得到正式许可而通过其他途径出口到中国，采取相关措施不仅是出于安全方面的考虑，更是为了加强监管，促进高品质奶粉的出口。

New Zealand fonterra group greater China region and India area President K elvin Wickham said,New Zealand worry about illegal export milk powder did not get official permission and through other means exports to China,Take relevant measures is not only for security considerations,But also to strengthen supervision,To promote the export of high quality milk powder.

　　宋亮认为，要建立进口奶粉的安全追溯体系，对于企业产品进行严格的分类管理，奶粉的原料地、生产地、销售地都要标明。比如日本对于奶粉中的碘和锌不做要求，如果在日本本土销售的产品直接进入中国，碘和锌的含量就会不足。

SongLiang think,To establish imported milk powder safety traceability system,For enterprise products to strict classification management,Milk powder of raw material/producer/Sale will be marked.For instance Japan for milk powder of iodine and zinc don't do requirements,If sales in Japan the product directly into China,Iodine and zinc content will be insufficient.

　　监管

supervision

　　贴牌生产标准执行不严

OeM standard execution is lax

　　国家质检总局的官员介绍说，进口奶粉的质检中基本上没有发现安全卫生项目上的不合格，主要是营养素和微量元素不符合中国标准。

The state quality inspection administration officials said,Imported milk powder in the inspection of basically found no safety and health project unqualified,Mainly is the nutrients and trace element does not comply with the Chinese standard.

　　据了解，出口到中国的婴幼儿配方奶粉需要符合中国的国家标准，标准中对于维生素和矿物质的含量都有明确规定。而标准执行不严，与目前大量“洋奶粉”贴牌生产的模式有很大的关系。

It is understood,export to China's baby formula milk powder needs to accord with China's national standard,Standard for vitamin and mineral content to have specific provision.And lax standards,And at present a large number of"The milk powder"OeM mode has the very big relations.

　　“由于新西兰和澳大利亚的乳业进入门槛低，原料价格便宜，很多中国企业在当地注册一个品牌，就可以找个代工企业‘挂牌’进行生产。”宋亮说，有的企业自己开个小作坊，通过网络代购的方式进入中国，这也给监管增加了难度。

"Due to New Zealand and Australia's dairy industry into the threshold low,Raw material price cheap,Many Chinese enterprises in the local registered a brand,You can find a foundry enterprise‘listed’For production."SongLiang said,Some enterprise himself a small mill,Through the network act as purchasing agency the way to enter China,It also gives supervision an increased level of difficulty.

　　目前，在中国从事乳制品进出口业务的贸易商有数百家，不少贸易 商 宣 称 自 己 的 婴 幼 儿 奶 粉 是“100%原装进口”，实际上产品并不在国外销售，这种品牌被形容为“假洋鬼子”。

At present,In China engaged in dairy products import and export business of hundreds of traders,Many trade quotient xuan says since has of baby young son milk powder is"100% original installation import",In fact the product not in foreign sales,This brand is described as"False foreign devil".

　　近年来，“洋奶粉”成为资本和企业追逐的一块肥肉，由此涌现大量贴牌产品。比如有一家新西兰奶粉生产企业，代工的品牌有15、16个，其中80%的产品是销售到了中国。一位贸易商说，现在大家都在新西兰扎堆，他只好选择代理其他国家的奶粉品牌。

In recent years,"The milk powder"As capital and enterprise chasing a piece of fat meat,This emerging a large number of OeM products.For example, there are a New Zealand powdered milk production enterprise,OeM brand have 15/16,80% of the products are selling to China.A traders said,Now everybody gathers together in New Zealand,He had to choose agency other countries of the milk powder brand.

　　记者从中国食品土畜进出口商会了解到，目前商会正在对奶粉行业做进一步的调查，了解贴牌(O E M )生产的奶粉到底占多大的比重。

Reporters from Chinese food native and livestock products import and export chamber of commerce to know,At present chamber of commerce is in milk powder industry do further investigation,Understand stick a card(O e M )The production of milk powder for exactly how specific gravity.

　　新西兰乳业集团董事长谢维新告诉《经济参考报》记者，很多“洋奶粉”的经销商更注重“牌子”和利润，而不注重品质，没有很好地进行品质把控，在进口到中国前对于奶粉的奶源来自哪里、营养成分是否符合销售国标准等并没有深入了解。

New Zealand dairy group chairman of the board XieWei new tell[economic reference to]reporter,A lot of"The milk powder"Dealers pay more attention to"brand"And profit,And does not pay attention to quality,Not very good on the quality control,In the imported to China for powdered milk before launching milk source come from/Nutrition whether accord with standard of country of sale and no thorough understanding.

　　宋亮说，生产国和中国的标准不一样，贴牌生产如果没有吃透中国的标准，在营养素和微量元素添加上就会出现差异。

SongLiang said,Producers and Chinese standard is not the same,OeM without understanding the Chinese standard,In nutrients and trace elements add will appear difference.

　　谢维新认为，婴幼儿奶粉是要为孩子的健康负责，不能只是盲目地做市场和品牌，而要管控好上游环节，从配方、生产、检验全过程都要符合中国的标准，有关部门也要加强对于经销商的审核。

XieWei new think,Infant milk powder is for children's health is responsible for,Can't just blindly do market and brand,And to control good upstream link,From the formula/production/Inspection process must conform to the standard of China,Relevant departments have to strengthen the audit for the dealer.

　　影响

influence

　　洋奶粉市场面临洗牌

The milk powder market face shuffle

　　中国已成为全球最大的配方奶粉市场，而“洋奶粉”在这个市场占据着主导地位。不仅美赞臣、雅培、美素等国际品牌以及在国外贴牌生产的奶粉大量进入中国市场，光明、贝因美、娃哈哈等本土企业也在海外找寻奶源，打出“进口牌”。

China has become the world's largest formula milk powder market,and"The milk powder"In this market in the dominant position.MeiZanChen not only/abbott/Beauty element and other international brands and foreign OeM production of milk powder to enter the Chinese market,light/Bei for beauty/Wahaha and local enterprises are also looking for overseas mange,hit"Import brand".

　　宋亮说，今年婴儿出生率高，奶粉需求旺盛，很多进口奶粉卖得很好，有的地方甚至脱销。越来越多的消费者选择进口品牌，洋奶粉将获得婴幼儿奶粉市场更多的增长空间。2010年至2011年，洋奶粉开始大举进入中国的态势非常明显，现在大约有120个至150个品牌

SongLiang said,This year the baby birth rate high,Milk powder demand,A lot of imported milk powder to sell very well,In some places even out of stock.More and more consumers choose import brand,The yankees will get infant formula milk powder market more growth space.From 2010 to 2011,The milk powder began sweeping into the China's situation is very obvious,Now there are about 120 to 150 brands

　　“洋奶粉”特别是几大国际品牌，在中国高端奶粉市场拥有很大的话语权，产品销售价格不断提高，而国产品牌一般只能处于利润率较低的中低端市场。

"The milk powder"especially a few big international brand,In China the high-end milk powder market has a lot of discourse,Product sales price continuously improve,And homebred brand general can only in profit margins lower ZhongDiDuan market.

　　宋亮介绍说，一罐婴幼儿奶粉，低端产品的价格为80至100多元，毛利润为15%至20%，而中高端产品一般在200元以上，毛利率最高可以超过60%。

SongLiang said,A can of infant milk powder,The low end product price for 80 to 100 yuan,Gross profit is 15% to 20%,And in the high-end product is in commonly 200 yuan of above,The highest gross profit margin can be more than 60%.

　　国内部分企业通过进口奶源、升级配方等方式推出高端奶粉，利润率也能达到40%左右，但消费者对国产高端奶粉的认可度并不高。

Domestic partial enterprise through the import mange/Upgrade means such as high-end milk powder formula introduced,Profit rate can reach 40%,But consumers on domestic high-end milk powder of the nation's business is not high.

　　在分析人士看来，“洋奶粉”频繁提价和出现问题，而仍然得到国内消费者的青睐，这正反映出三聚氰胺事件以来国产奶粉面临的“信任危机”。

On the analysis of the people it seems,"The milk powder"Frequent price increase and problems,And still get the favour of domestic consumers,Reflecting this melamine event since domestic milk powder faces"Crisis of confidence".

　　今年以来，伊利旗下部分全优系列婴幼儿奶粉被发现“汞含量有异常”，南山婴幼儿奶粉5个批次被检出强致癌物，这些安全事件再度打击着消费者对国产奶粉的信心。

Since this year,erie of a straight-a series babies and infants powdered milk was found"Mercury content have abnormal",Nanshan infant milk powder 5 batch is detected strong carcinogens,These security incident once again blow on domestic milk powder with consumer confidence.

　　中经乳制品产业景气指数显示，连续发生的乳制品质量问题，让消费者对国产乳制品的信心不足，并由此影响到消费者的购买倾向。再加上洋品牌加快进军我国乳制品市场步伐，国内乳制品行业企业未来发展面临严峻挑战。

The dairy industry boom index display,Continuous happen dairy products quality problem,Let the consumer on domestic dairy products lack of confidence,And thus affect consumers' buying tendency.Combined with foreign brands in China to speed up the pace of dairy products market,The domestic dairy industry enterprise future development is facing serious challenges.

　　对于未来“洋奶粉”的市场格局，宋亮认为，高利润率吸引着很多人进入奶粉市场，但品牌良莠不齐，未来竞争将不断加剧，最终包括国际四大奶粉品牌、国内的伊利和贝因美等在内的大品牌将主导市场，而很多小品牌将退出市场。

For the future"The milk powder"Market pattern,SongLiang think,High profit margin attracted a lot of people into the milk powder market,But the brand the good and bad are intermingled,The future competition will be rising,Final including international four big milk powder brand/Domestic erie and bei for beauty, big brands will dominate the market,And many small brand will be withdrawn from the market.