20 19 Investigation Report on Influencing Factors of Breastfeeding in China shows that the exclusive breastfeeding rate of infants within 6 months is 29.2%, far lower than the world average of 43% and the average of low-and middle-income countries of 37%.
Behind the choice of feeding methods, in addition to considering the mother's own state, it will also accept the influence of external factors.
On August 5th, at the World Breastfeeding Week 202 1 symposium held by China Nutrition Society, many experts said that the marketing of formula milk powder is a major reason that affects pregnant women's choice of breastfeeding, and it is necessary to strengthen the regulation of the marketing behavior of breast milk substitutes.
On the evening of the same day, Xinhua News Agency released the document "Experts warn the influence of formula marketing on breastfeeding", pointing out that infant formula marketing activities will have a negative impact on breastfeeding. Experts suggest that the marketing behavior of breast milk substitutes should be regulated by mandatory laws and regulations, and at the same time, the provisions of the Advertising Law on excessive and misleading marketing of infant food should be strictly enforced; Increase publicity on the importance of breastfeeding and other actions.
Affected by this, on August 6, dairy concept stocks were frustrated in early trading. As of press time, China He Fei fell by more than 8%, Mengniu Dairy fell by 2.2%, Modern Animal Husbandry fell by 4.2%, Aoyou fell by 5.08%, and Western Animal Husbandry fell by more than 4%, followed by Miaokelando, New Dairy and Panda Dairy.
From the perspective of consumption attributes, milk powder is not rational consumption. From the price to the brand, to create a high-end atmosphere to gain the psychological recognition of treasure mothers, milk powder enterprises are playing psychological warfare.
This has also created the fact that major milk powder companies spend money on marketing.
Judging from the financial data of various enterprises, the marketing expenses of milk powder enterprises are already very expensive compared with R&D expenses. Among them, the sales of He Fei in 2020 will be 65.438+08.593 billion yuan, and the sales and distribution expenses will reach 5.2634 billion yuan.
Among unlisted enterprises, according to industry sources, Junlebao's marketing expenses in the first half of 2020 also approached 2 billion yuan.
Holding high the marketing rhythm has promoted the development of milk powder enterprises and refreshed mothers' understanding of the choice of feeding methods. Surveys and interviews before 36Kr show that the current trend of milk powder feeding is spreading from first-and second-tier cities to third-and fourth-tier cities.
Nutrition experts in China Office often say that the marketing activities of infant formula will have a negative impact on breastfeeding. The more frequently pregnant women are exposed to infant formula marketing activities, the more positive their attitude towards formula will be.
According to the China Children's Development Program (20 1 1-2020) and the National Nutrition Plan (20 17-2030), the exclusive breastfeeding rate in China will reach 50% in 2020. Nowadays, it seems that promoting breastfeeding is still on the road.