Core Viewpoint - The new national standard for sterilized milk in China mandates that only 100% fresh milk can be used as raw material, prohibiting the use of reconstituted milk, which is often referred to as "garbage milk" [1][2][6]. Industry Impact - The new regulation primarily affects sterilized milk, commonly known as "pure milk," and aims to clarify the distinction between pure milk and reconstituted milk, enhancing consumer awareness [2][8]. - The regulation is expected to have minimal impact on major dairy companies in Shandong, as most do not use reconstituted milk in their sterilized milk products [9][12]. - The price of fresh milk is currently at an eight-year low, and the new standard may not lead to significant price increases in the short term [9][12]. Consumer Guidance - Consumers are advised to check product labels for the presence of the word "pure," production dates, and ingredient lists to ensure they are purchasing genuine fresh milk [2][4]. - Different types of milk products serve various consumer needs, with pasteurized milk being fresher but requiring refrigeration, while reconstituted milk is seen as a more economical option [5][12]. Regulatory Background - The push for using 100% fresh milk in sterilized milk production has been ongoing since 2005, with previous reports indicating that over 60% of liquid milk labeled as "pure" contained reconstituted milk [8][9]. - The new standard is viewed as a means to protect local dairy farmers and ensure the quality of milk products in the market [6][12]. Future Considerations - The new regulation may lead to a restructuring of the dairy industry, prompting companies to enhance their supply chain capabilities and potentially increasing the demand for fresh milk [12][14]. - Shandong, as a major dairy province, faces challenges such as stabilizing fresh milk supply, managing transformation costs for smaller enterprises, and building brand recognition in the market [14][15].