Health food will open the "blue hat" registration system and "orange red" filing system coexist situation


Release time:

2015-08-01


The newly revised "Food Safety Law" will be formally implemented on October 1, and the industry's long-awaited health food registration and filing system will follow. It is understood that the "Regulations on the Implementation of the Food Safety Law (Draft for Solicitation of Comments)" has been solicited opinions within the industry association, and several drafts have been changed. According to Ding Shiwu, vice chairman and secretary-general of the Health Food Working Committee of the China Health Association, in order to cooperate with the implementation of the law, the State Food and Drug Administration will also discuss the "Health Food Registration and Filing Management Measures", "Health Food Raw Material Catalog and Function Catalog Management Measures", "Health Food Raw Material Catalog List (First Batch)" publicly solicited opinions, and conducted a survey of the basic situation of health food certificate holders and production enterprises.
The industry's long-awaited health food registration and filing system will follow.
The market is about to change, the nutrition and health food industry will go? The specific implementation of the newly revised "Food Safety Law" has no surprise become the focus of attention and discussion. Industry experts said that the health food industry will move from a single "blue hat" era to a new era in which the registered "blue hat" and the orange-red filing system logo coexist.
"The revision of the" Food Safety Law "is the first step for the country to establish the most stringent food regulatory system. It will put more compliance requirements and pressure on enterprises, promote the industry to move towards healthy competition, and achieve survival of the fittest." Xu Huafeng, vice chairman and secretary-general of the China Health Care Association, said: "The implementation of this law is generally a good thing for the health food industry. First, it clearly stipulates the legal status of health food, which gives the industry peace of mind; second, product access The implementation of the dual-track reform of the coexistence of registration and filing has made new entrants have more expectations."
He believes that in the future, China's nutrition and health food market will face fewer and fewer opportunities for "imitation health food", and it will be difficult for "edge ball" to survive; registration and filing coexist, "sky blue" and "orange red" who has the advantage Undetermined; special medical formula food, infant formula milk powder to seize the market; integration of resources and cross-border cooperation to seize the opportunity and other complex situations.
According to the newly revised Food Safety Law, there will be four doors to enter China's nutrition and health food market in the future, and enterprises can make plans and then move according to their own conditions. they are health food with both registration and filing, formula food for special medical purposes with registration system, and common nutrition food with QS logo. Some original dietary supplements can also enter the domestic market by declaring imported food without national standards.
It is estimated that the purchasing power of nutrition and health food in China is more than 1000 billion yuan, but at present it is only 200 billion yuan, and the market is very large. Now that the door has been opened, actions may go wrong, and it must be wrong not to act.
"There are always enterprises that think filing is better and easier. This idea is not correct." Gao Peng, vice chairman of the Health Advisory Service Committee of the China Health Association, pointed out that Article 74 of the newly revised Food Safety Law stipulates: "The state implements special foods such as health foods, formula foods for special medical purposes, and infant formula foods. Strict supervision and management." Health food shall be inspected for hygienic stability at an inspection institution approved by CFDA before filing. After filing, the supervision work of the competent department may include the review of the filing materials, production site inspection, market sampling inspection, advertising approval and supervision, etc.
Gao Peng pointed out that the filing system is likely to bring about product homogeneity. Enterprises should still pay attention to the development of innovative products and achieve breakthroughs in new raw materials, new processes, new standards, and new functions. In addition to health foods, companies may turn their attention to special medical formula foods. The registration approval system for such products refers to the formula food specially processed and formulated in order to meet the special needs of people with limited eating, digestion and absorption disorders, metabolic disorders or specific disease states for nutrients or diet. The threshold is higher and the consumer population is more clear.
Several articles related to health food in the regulations on the implementation of the Food Safety Law (draft for soliciting opinions), which is being solicited within the health care industry, have aroused heated discussion: Article 113: illegal publicity and sale of health food shall not be carried out in the form of lectures, physical examination and popular science publicity; Article 105: the labels and instructions of food shall not be marked with the words "special supply", "special supply", "special supply", "special production", "special demand" and "supervision"; Article 54: if the producer or operator entrusts the production of food, the entrusting party and the entrusted party shall obtain the food production and operation license; Article 73: timely publicize the information of food production and operation license, quantitative grade identification, inspection and inspection results, consumer complaints, food recall and suspension of operation, administrative punishment, and disposal of substandard food to the public.
Among them, many enterprises are most concerned about Article 113. Whether the "sales meeting" can be done or not is the question with the highest frequency. It is understood that there have been "sales" companies that have strongly rebounded on this provision when soliciting opinions. Some practitioners believe that Article 113 says that "it is not allowed to illegally promote and sell health food in the form of lectures, physical examinations, popular science propaganda, etc.", so "legal pyramid schemes" should not be included. However, some enterprises are worried that "illegal and legal are difficult to define, and they are afraid that in the specific implementation process, no matter illegal or legal, don't do it."
According to incomplete statistics, although there is a trend of integration in the industry, there are still more than 15000 "sales" teams in China, and "sales" is still one of the most important sales models in the health care industry. its sales share accounts for about 22% of the market size of the whole health care products. In 2014, the total retail sales of health food in China was about 150 billion yuan, with more than 2600 production enterprises, and 77% of direct sales, sales and mail order enterprises without stores.
Industry experts believe that from the general trend, it is a general trend for new sales models such as Internet commerce to replace traditional sales models such as pharmacies, direct sales, and sales. Enterprises should actively intervene and make early preparations. With the implementation of the newly revised "Advertising Law" and "Food Safety Law", it is inevitable that the health care industry will move towards healthy competition and survival of the fittest. The market competitiveness of pure marketing enterprises will be further weakened, and the transformation from marketing to production and research and development is the real way to survive.