全球每喝四杯奶，三杯是巴氏鲜奶，而我国的巴氏鲜奶在液态奶中只占两成 Global each drink four cups of milk，Three cup is pap milk，And our country pap milk in liquid milk accounts for only twenty percent of

为何鲜奶的市场份额这么少 Why milk market share so little

　　“台湾地区自产牛奶几乎100%是以巴氏鲜奶的形式消费，而中国大陆巴氏鲜奶在液态奶中占的比例只有20%左右。差距咋会这么大呢？”这是近日在福州举行的海峡两岸巴氏鲜奶发展论坛上，来自海峡两岸的乳品专家热议的话题。

“Taiwan sell milk almost 100% is in the form of pap milk consumption，And mainland China pap milk in liquid milk accounts for only about 20% proportion。Gap zha would be so big it？”This is recently held in fuzhou on both sides of the Taiwan straits pap milk development on BBS，From the mainland and Taiwan dairy experts hot topic of discussion。

　　据广州奶业协会理事长王丁棉介绍，巴氏鲜奶采用巴氏低温杀菌工艺，其优点是营养丰富，缺点是储存期短，且需要全程低温冷藏，不利于储存和运输；而常温奶(纯牛奶)的特点正好相反，由于采用135℃以上的超高温灭菌工艺，使之适合在常温下长期储存，有利于扩大销售半径，但遗憾的是，牛奶的大部分营养因此而流失。

According to the guangzhou association chairman of the dairy industry riggs cotton is introduced，Bartlett milk the pap low temperature sterilization process，Its advantages are rich in nutrients，Defect is short shelf life，And need to have a full range of low temperature cold storage，To storage and transportation；And normal temperature milk(Pure milk)The characteristics of the opposite，Since the 135 ℃ above the ultra high temperature sterilization process，The suitable for long-term storage under normal temperature，To expand sales radius，But it is a pity that，Most of the milk nutrition so and erosion。

　　台湾乳业协会理事长施宗雄说，牛奶加热程度越深，营养损失就越多。巴氏鲜奶中的乳清蛋白、β乳球蛋白、维生素C、可溶性钙等都比常温奶多得多。实验表明，巴氏鲜奶的乳铁蛋白是常温奶的1800倍。“乳铁蛋白是提升人的免疫力的重要成分，把它破坏掉简直是暴殄天物。”

Taiwan dairy industry association chairman ShiZongXiong said，Milk heating the deeper level，The more nutrition loss。The pap milk whey protein、β milk globulin、Vitamin C、Soluble calcium than normal temperature milk much more。Experiments show that，Bartlett milk of lactoferrin is 1800 times of the normal temperature milk。“Lactoferrin is to enhance the immunity of the important component，Put it break is simply dissipate。”

　　“全球每喝四杯奶，三杯是巴氏鲜奶。”西安市乳业协会秘书长王伟民指出，从乳品消费数据对比来看，英国、澳大利亚、加拿大、日本等发达国家，巴氏鲜奶的消费量都占整个乳品消费的90%以上，美国市场上几乎全是巴氏鲜奶。而在中国大陆常温奶占了八成左右，与国际消费主流形成巨大反差。

“Global each drink four cups of milk，Three cup is pap milk。”Xi an dairy industry association secretary general WangWeiMin pointed out，From dairy consumption data contrast to see，British、Australia、Canada、Japan and other developed countries，Bartlett milk consumption are accounted for more than 90% of the entire dairy consumption，The United States on the market almost all pap milk。And in mainland China normal temperature milk has accounted for about eighty percent，With the international mainstream consumption form huge contrast。

　　乳品专家分析认为，巴氏鲜奶的发展与奶源、企业生产能力及消费者的观念有关。

Expert analysis thinks dairy products，Bartlett milk development and mange、Enterprise production capacity and consumer's idea about。

　　据介绍，巴氏鲜奶对奶源的要求很高，必须采用新鲜无污染的就近奶源，牛奶从挤出到生产必须在24个小时内完成，全程2℃～6℃冷藏。因此，巴氏鲜奶厂家要有自己的奶源基地，实现规模养殖和机械挤奶，否则就无法生产巴氏鲜奶。比如，原奶中重要卫生指标之一是菌落总数，目前欧盟标准为低于10万个/毫升，中国的国家标准是200万个/毫升。而事实上，如果菌落总数超过30万个/毫升，就无法加工成巴氏鲜奶。据统计，目前中国大陆上游个体饲养奶牛占70%以上，百头以上规模饲养只占28%。利用收购散户肩挑手提来的奶源，其菌落总数有时连国标都很难达到，根本无法用于生产巴氏鲜奶。

According to introducing，Bartlett milk for very tall to the requirement of mange，Must use fresh pollution-free came near to mange，Milk from extrusion to production must be completed in 24 hours，The whole 2 ℃ ~ 6 ℃ refrigerated。therefore，Bartlett milk manufacturers have their own launching milk source base，Realizing the scale aquaculture and mechanical milking，Otherwise, we won't pap fresh milk production。For example，The original milk important health index is one of the total number of colonies，The European Union standards for less than 100000 / ml，China's national standard is 2 million/ml。In fact，If the colony total more than 300000 / ml，Cannot be processed into pap milk。According to the statistics，At present China dairy upstream individual accounts for more than 70%，One hundred heads above scale breeding only 28%。Use acquisition by hand to retail mange，The colony total LianGuoBiao sometimes it is difficult to achieve，Can't for the production of pap milk。

　　专家指出，牛奶刚挤出时的温度是37℃，要通过贮奶车迅速冷却。如果无法实现挤奶、贮藏、运输、销售的“冷链”一条龙，确保牛奶始终处于全程2℃～6℃的冷藏保鲜状态，就无法生产巴氏鲜奶。因此，“冷链”运输成了许多乳品企业生产巴氏鲜奶的瓶颈，也使“北奶南运”难以成为现实。

Experts point out that，Milk just when extrusion temperature is 37 ℃，Through storage milk car rapid cooling。If unable to realize milking、storage、transport、sales“Cold chain”one-stop，Ensure the whole milk is always in the 2 ℃ ~ 6 ℃ refrigerated anti-staling of state，Can't pap fresh milk production。therefore，“Cold chain”Transport into many dairy products enterprise production the bottleneck of pap milk，Also make“North south shipping milk”Hard to become a reality。

　　由于投资奶源基地建设周期长、回报低、风险大，于是依靠大量“个体散养”提供的原奶生产，成了许多乳品企业的选择。然而，个体饲养不利于管理，容易给人为的掺杂使假创造条件，最终导致上游奶源质量失控。“三聚氰胺”事件就是在这种背景下产生的。

Because investment mange base construction cycle is long、Return low、Risk big，Then rely on a large number of“Keeping free-roaming individual”Provide the original milk production，To become a lot of dairy products enterprise choice。however，Individual feeding against management，Easy to give human doping ShiJia create conditions，Eventually lead to mange upstream quality out of control。“melamine”Event is in this background。

　　一些没有条件生产巴氏鲜奶的乳品企业只好转而主攻常温奶。他们投入巨资进行广告宣传，推出保质期长的各种概念产品，给消费者造成错觉，以为“好牛奶就是一盒盒可以放半年以上的常温奶”。

Some do not have a condition production pap milk dairy product enterprise have to turn to main attack cold milk。They spend huge sum of money carried on the advertising，Launch long shelf life all kinds of concept products，Create illusion to consumer，thought“Good milk boxes is more than half a year can put the cold milk”。

　　虽然巴氏鲜奶是国际消费趋势，但在台湾地区的推广也用了30年时间。施宗雄在论坛上介绍了台湾推广巴氏鲜奶的的三个阶段：

Although pap milk is the international consumer trends，But in Taiwan area promotion is also used for 30 years time。ShiZongXiong in BBS introduced promote Taiwan pap milk of the three stages：

　　“第一个阶段是告诉大家巴氏鲜奶好在哪里？首先是财政预算里拨出经费，请大学教授在各种不同场合介绍巴氏鲜奶。很多社会团体也会邀请专家去演讲，让不同层面的人了解巴氏鲜奶对我们生活是多么的重要。同时，政府也会通过媒体介绍巴氏鲜奶对于老年人、儿童、青少年、孕妇、负担重的中年工作者的好处。这个阶段差不多努力了10年。第二阶段是企业自己宣传巴氏鲜奶、打品牌。第三阶段，主要是扩展巴氏鲜奶的多种用途，渗透到市场的各个角落。比如推广只用鲜奶的奶茶，让鲜奶入菜，做鲜奶豆腐；以要求鲜奶含量不低于40%的形式，举行饮料创意大赛，让消费者喝到含有充分营养的鲜奶饮料。光是推广鲜奶茶，一天就增加300多吨鲜奶消费。”

“The first stage is to tell everyone that pap milk？The first is financial budget allocated funds，Please university professor in various occasions pap milk is introduced。Many social groups may also invite experts to lecture，Let people know different levels of pap milk to our life is so important。At the same time，The government will also introduce through the media pap milk for the elderly、children、teenagers、Pregnant women、A heavy burden of middle-aged workers benefits。This stage to almost for ten years。The second stage is the enterprise their propaganda pap milk、Play brand。The third stage，Main is to expand the usage of pap milk，Penetrated into every corner of the market。Such as promotion of milk tea with milk，Let the milk into the food，Do milk tofu；With a request for fresh milk content is less than 40% of the form，A beverage originality competiton，Let the consumer to drink to contain sufficient nutrition milk drinks。Light is promotion milk tea，A day increases more than 300 tons of fresh milk consumption。”

　　在施宗雄看来，中国大陆巴氏鲜奶的推广可能不需要15年时间，因为现在的消费者受教育程度、收入等，跟30年前比要好很多。“现在有了更多传播渠道，只要将巴氏鲜奶和常温奶的营养价值说清楚，消费者就容易接受。”

In ShiZongXiong seems，Mainland China pap milk promotion may not need 15 years，Because now consumers by the education level、Income and，With 30 years ago is better than many。“Now have more communication channel，As long as the pap milk and normal temperature milk nutritional value clearly，Consumers would be easy to accept。”

　　中国奶协乳制品工业委员会副主任顾佳升指出，巴氏鲜奶是国际乳业发展的方向和潮流，同样也是中国乳业发展的必由之路。去年年底国家发布的《食品工业“十二五”发展规划》作为食品产业发展的重要政策导向，提出今后大城市周边产区、南方产区，主要发展巴氏杀菌乳，这是城市型乳业和南方乳业率先实现乳业现代化的有效途径。

China's milk dairy industry association, deputy director of the committee GuJiaSheng pointed out，Bartlett milk is the international dairy industry development direction and trend，Is also the only way for the development of China's dairy industry。Issued by the state by the end of last year《Food industry“1025”Development planning》As the development of the food industry an important policy guidance，Puts forward cities surrounding region、Southern region，The main development pasteurized milk，This is the city type dairy industry and south dairy industry to take the lead in realizing the modernization of dairy industry the effective way。

　　王丁棉则认为，消费观念的“理性回归”是推动巴氏鲜奶发展的关键因素。长期以来，受一些广告宣传的误导，消费者一直以为超市一箱箱卖，可以放半年的常温奶，喝起来方便，就是好的。他强调，“这种‘方便’是以牺牲营养为代价的。因此，我们要加大对巴氏鲜奶消费引导的宣传力度，营造一个崇尚消费巴氏鲜奶的良好市场氛围，要使消费者人人都知道巴氏鲜奶才是他们最佳的选择。”

Riggs cotton is think，Consumption ideas“Rational return”To promote the development of pap milk is the key factor。For a long time，By some advertisement publicity of misleading，Consumers have been thought YiXiangXiang supermarkets sell，Can put half a year's normal temperature milk，Drink up convenient，Is a good。He stressed that，“this‘convenient’Is the cost of sacrifice nutrition。therefore，We will strengthen the pap milk consumption guide the propaganda，Create a advocating consumption of pap milk good market atmosphere，To make consumer everyone knows pap milk is their best choice。”

　　“如果消费者都认识到巴氏鲜奶的营养价值，选择巴氏鲜奶，就会倒逼企业生产巴氏鲜奶。”中国奶业协会乳制品工业委员会副主任曾寿瀛呼吁，乳品企业应自建规模化牧场，从源头上控制好乳品质量，才能破解乳品安全频发的问题，提升乳品行业的整体质量水平。(记者 陈强)

“If consumers are realized pap milk nutritional value，Choose pap milk，Will DaoBi enterprise production pap milk。”China's dairy industry association, deputy director of the dairy products industry committee CengShouYing called for，Dairy products enterprise should self-built scale pasture，From the source control dairy quality，To crack the problem of frequent dairy safety，Ascension of dairy industry overall quality level。(Reporter ChenJiang)