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The author:(作者)qqpublished in(发表于) 2015/6/8 8:50:28 Youth drinking rates in China close to Europe， more than half of high school students who had consumed alcohol
Lu Kunqian
Boss, a bottle of beer! --There was a time when we use drinking as an adult for the first time to celebrate, but today, with more than half of high school students have "early adopters."
Nutrition and health in the Chinese Center for disease control and prevention (hereinafter "nutrition") and Pernod Ricard in the year 2013 ~2014 carried out in six cities young people drinking status, results found that underage drinking is a serious problem in China, had been drinking has gone far beyond Southeast Asia, trend of progressively closer to Europe and America. Among them, Chengdu, Guangzhou, highest rates of students who had consumed alcohol.
Peking University public health College nutrition and food Health Department Professor Ma reckons accept first financial daily reporter Shi interview said, currently China Although has legal provides "ban to minor people sold smoke wine", but related legal and no rules, regulatory up also no according to can according to, "but in United States, buy wine to show ID, to determine whether legal, in businesses level on tube have strict".
Middle school students who had consumed alcohol rate of 51%
This nutrition survey covered Beijing, Shanghai, Guangzhou, Harbin, Jinan, Chengdu and six cities, covering over more than 30,000 high school students and found that, over the age of 12 high school students who had consumed alcohol rate of 51%, the data in the United States for 66.2%, Japan 60.9%, Korea over 60%, Europe's highest, reaching 90%, but in 20% the following in Southeast Asia and the Mediterranean region.
These drinking among high school students, who start drinking before the age of 10, 28% about 62% often when friends drink, 53% often when family drinking. Among them, with a heavy drinking culture of Chengdu, middle school students before the age of 10 initial alcohol percentage than in other cities. In addition, student alcohol abuse was 3%, drunken is 15%. High rates of age-students who had consumed alcohol, alcoholism rates, drunkenness rates were higher than the lower age students, during the 15~18sui period is a period of alcohol consumption outbreaks.
Cognition on drinking, middle school student still has some defects, such as that "cheap wine can hurt the body, high quality wine does not", "can drink beer instead of water," and so on, the term heavy drinking can cause hazard rate lower. Ma reckons that, focusing on youth drinking problem urgent, need to carry out publicity and education of teenagers drinking, harm reduction.
Lack of regulatory rules
But the reality is that in tobacco to reign in the present, control underage drinking laws are still limited.
Chen Xiaoshu nutrition experts noted that at present there is no expressed provision for the legal drinking age. Only for "prohibition of sales of tobacco and alcohol to minors." For example, in the United States, the legal drinking age is 21 years of age, United States is 20 years old.
Even is just amendment of new advertising method, on wine class advertising of rules limited does not mentioned minor people, among just mentioned, wine class advertising shall not contains "induced, and encouraged drinking or publicity no control drinking", and "appeared drinking of action", content, relatively, on tobacco of advertising on strict have more, like provides "ban in mass spread media or public, and public transport, and outdoor released tobacco advertising", while also clear "ban to not adults sent any form of tobacco advertising. ”
Regulation of wine far less tobacco, MA reckons that, the main reason is the lack of social awareness about the dangers of underage alcohol consumption at the same time, policy development was also considering other factors. "In China the dietary guidelines recommend that minors do not drink, but it is not mandatory. "He admits that hasn't heard of government departments or community groups pushing for legislation there is substantive progress," at this stage, to step up publicity, can influence the Community legislation. ”
Had once against a wine enterprises using minor people avatar publicity, line meaning interactive Chairman jinyufeng accept first financial daily reporter interview Shi think, regulatory missing and cognitive about, "previously has wine enterprises publicity civil consumption, using has many minor people avatar, micro-letter circle are turned fire has, fundamental no people realized that will minor people and wine pulled in with is has problem of". In his view, if laws and regulations deeply rooted among the social supervision can be done. Tobacco industry analysts and tobacco harm third parties, so the ban than wine.
Ma reckons, referring to youth drinking prevention and control strategies, the United Kingdom as an example, the State expressly prohibits young people drinking in public, joint action with the wine production sector, and so on. "If China, teenagers who won't stop drinking at a restaurant. "Jinyufeng believes that liquor establishments should be strengthened, such as restaurant regulations.
Spirits giant Pernod Ricard China's public relations and communications Vice President Wang also said that improper hopes the community on youth drinking problem more attention.
New players
The reality is that mainstream consumers aged liquor, liquor products has been started for young people.
Moreover, wine marketing is just so simple in the CCTV image advertising, now, whether in the run, and, if you are the one of the brothers, and why is the quietness and the step by step, sea of love are not rare wine sponsorship or implants. Zhou Xun, Kim Soo-hyun more popular with young people, such as the darling of the alcoholic drinks becoming Ambassador.
Ma reckons that recently popular cocktails should be given close attention. "Cocktail colorful, sweet taste, packaging or similar soft drinks, strong concealment and marketing strength, strong advertising and iconic effect plays a subtle role, young people may unknowingly drank, the alcoholic beverage, is a challenge to manage. "He said.
Not long ago, profex shares (002568.SZ) to 4.945 billion acquisition of Bacchus wine industry, realization of well-known cocktails subsidiary company of barkis RIO (Rui o) listing official provoked market concern about cocktails.
This young wine has a vast market for major markets. According to the profex shares the data quoted in the book, 2013 cocktails sold 10 million cases, sales of approximately 1 billion yuan, pre-cocktail market is expected to continue growing rapidly, to 2020 year sales are expected to reach more than 150 million boxes, level of sales is expected to reach billions of Yuan. 2014-Bacchus wine industry's operating income was 980 million Yuan, an increase of more than 4 times, net profits of 230 million Yuan, an increase of more than 10 times.
Market prospect of open, so after the profex shares, including the gujing (000596.SZ), black cow food (002387.SZ), Huiyuan Juice, Oh group has been published pre-cocktail products, Yang he shares, wuliangye, jinfeng wine industry and many other companies are also planning to launch pre-cocktails. Consumers of this product "is over 18 years of age groups consumer age structure is more biased towards young people."
Other than the cocktail, beer market constantly vie for college students, college student groups to organize activities so as to increase the stickiness of the students, "such as graduated from wine, beer is the students, under the influence, before the drinking age will be affected? "One unnamed insiders pointed out.
Ma reckons that: "the recent management of tobacco control, performs the most in Beijing to rein in smoking, but drink little concern, youth drinking problem deserves our attention. Youth drinking prevention, liquor sales site supervision should be strengthened, in particular dense region of control students and enterprises to strengthen supervision on wine, strict restriction of alcoholic products may have an impact on young people. ”
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