中國大幅削減配方奶粉品牌數(shù)量

China has slashed the number of permitted milk powder products by 1,400, to boost the market share of the bigger domestic brands damaged by a safety scandal a decade ago, which led overseas companies to dominate the $20bn market.

中國將允許的奶粉產(chǎn)品數(shù)量大幅減少1400個(gè)，以提高因10年前一起安全丑聞而受到損害的國內(nèi)大品牌的市場份額，那起丑聞導(dǎo)致海外企業(yè)主宰這個(gè)200億美元的市場。

New regulations require factories to register with the Chinese Food and Drug Administration (CFDA) and pass safety inspections to sell in China. Plants that pass inspections are limited to marketing three brands.

新規(guī)要求廠家向國家食品藥品監(jiān)督管理局(CFDA)注冊，并在通過安全檢查后才能在中國銷售。通過檢查的工廠僅限于銷售三個(gè)品牌。

All told, the eliminated brands will open up to 10 per cent of the market by sales volume, said Song Liang, an independent dairy analyst, driving sales to the most established names.

獨(dú)立乳業(yè)分析師宋亮表示，綜合考慮相關(guān)因素，被淘汰的品牌將釋放最多10%的市場份額(按銷量計(jì)算)，幫助那些地位最穩(wěn)固的品牌提升銷量。

“Bigger brands will benefit, including imported brands,” he added.

“較大的品牌將受益，包括進(jìn)口品牌，”他補(bǔ)充說。

Eight of the top 10 brands in China are foreign, according to consultancy Euromonitor. Danone’s Nutricia leads the pack with a 10 per cent market share, followed by Nestlé’s Illuma with 9 per cent.

歐睿咨詢(Euromonitor)的數(shù)據(jù)顯示，中國市場前10大品牌有8個(gè)是外國的，其中達(dá)能(Danone)的紐迪希亞(Nutricia)以10%的市場份額拔得頭籌，其次是雀巢(Nestlé)的啟賦(Illuma)，占據(jù)9%的市場份額。

“This legislation is really welcomed by us and leaders in the industry because it does represent a move forward in protecting consumers and giving them higher confidence and a higher peace of mind,” said Bridgette Heller, executive vice-president of Danone’s early life nutrition unit division.

“這項(xiàng)法規(guī)深受我們和業(yè)界領(lǐng)導(dǎo)者的歡迎，因?yàn)樗_實(shí)代表著在保護(hù)消費(fèi)者方面向前邁出一步，讓他們更有信心，更安心，”達(dá)能嬰幼兒生命早期業(yè)務(wù)執(zhí)行副總裁布麗奇特•赫勒(Bridgette Heller)表示。

So far the CFDA has approved about 950 formula products, a 60 per cent reduction from the 2,300 available as of last year. The regulations, which went into effect last week, are widely seen as an attempt to restore confidence in large domestic brands such as Feihe and Yili, by eliminating their smaller, less-trustworthy counterparts.

到目前為止，國家食品藥品監(jiān)督管理局批準(zhǔn)了約950種配方奶粉產(chǎn)品，比上一年的2300種減少了60%。上周生效的新規(guī)，被廣泛認(rèn)為意在淘汰規(guī)模較小、信譽(yù)不太可靠的競爭對手，以恢復(fù)消費(fèi)者對飛鶴(Feihe)和伊利(Yili)等國內(nèi)大品牌的信心。

Overseas companies account for about three-quarters of milk powder sales in China following a 2008 scandal that saw a domestic brand tainted by melamine, an industrial chemical, killing several children and sickening tens of thousands of others.

境外企業(yè)占中國奶粉銷售的四分之三左右。此前在2008年爆發(fā)的一起丑聞中，某個(gè)國產(chǎn)品牌的奶粉被曝受到工業(yè)化學(xué)品三聚氰胺的污染，造成數(shù)名幼兒死亡，另有許多兒童身體受損。

The country’s formula market grew 8 per cent in value terms last year to $19.7bn in sales as consumers upgraded to more expensive varieties because of rising incomes, according to Euromonitor.

據(jù)歐睿咨詢介紹，去年中國配方奶粉市場以價(jià)值計(jì)增長8%，至197億美元，其推動(dòng)因素是隨著收入上升，消費(fèi)者升級到比較貴的奶粉產(chǎn)品。

Most approved brands are from domestic manufacturers, with just 209 imported brands approved. With 54 products, New Zealand has the most registered formulas among all foreign countries.

多數(shù)獲得批準(zhǔn)的品牌來自國內(nèi)廠家，僅有209個(gè)進(jìn)口品牌獲得批準(zhǔn)。新西蘭有54種產(chǎn)品獲批，是配方奶粉在中國獲得注冊最多的國家。

The eliminated brands are mostly low-end varieties sold in poorer regions of China, where large domestic players will have the upper-hand in gaining market share because of their lower prices.

被淘汰的品牌大多是在中國較貧窮地區(qū)銷售的低端品種，在這些地區(qū)，國內(nèi)大廠家將在搶占市場份額方面具備優(yōu)勢，因?yàn)樗鼈兊膬r(jià)格較低。

“Well-known domestic brands are more privileged to gain the share with their more prominent resources and capacity in the [lower-end] market,” said Cecilia Yang, an analyst at Euromonitor.

“知名國內(nèi)品牌借助其在(較低端)市場的更多資源和產(chǎn)能，更有機(jī)會(huì)提高市場份額，”歐睿分析師Cecilia Yang表示。

But analysts said the cut in brands could be positive for overseas companies.

但一些分析師表示，削減品牌數(shù)量對境外公司可能也是一個(gè)利好。

“It will benefit imported brands, as the gap between higher and low-income consumption is narrowing because of ecommerce,” said Mr Song.

“這將有利于進(jìn)口品牌，因?yàn)殡娮由虅?wù)收窄了高收入和低收入消費(fèi)之間的差距，”獨(dú)立分析師宋亮表示。

Foreign brands are using internet platforms to reach the Chinese countryside. They also expect an uptick in sales as a result of more births following the abolition of China’s one-child policy in 2015.

國外品牌正在利用互聯(lián)網(wǎng)平臺(tái)深入中國農(nóng)村。它們還預(yù)計(jì)，中國在2015年取消獨(dú)生子女政策后更多嬰兒的出生，會(huì)促進(jìn)銷量。

China’s government has attempted to persuade consumers to buy domestic brands, with the main state-run broadcaster in September running a report that said local products were more nutritious — a broadcast that was met with derision online.

中國政府一直試圖說服消費(fèi)者購買國產(chǎn)品牌，去年9月主要官方廣播電視機(jī)構(gòu)曾播出一則報(bào)道，稱國產(chǎn)奶粉更具營養(yǎng)價(jià)值;這一說法在網(wǎng)上遭到嘲諷。

“In spite of all the attempts to invigorate the domestic industry, imported formulas remain strong,” Peter Peverelli, an industry analyst wrote in a note.

“盡管有振興國內(nèi)產(chǎn)業(yè)的種種努力，但進(jìn)口配方奶粉依然熱銷，”行業(yè)分析師彼得•佩韋雷利(Peter Peverelli)在一份簡報(bào)中寫道。