Professor Yang Xichuan, Original Professor of Xichuan Xiaoliang Dermatology

| Editing/Typesetting: Fanny Editor: kiki&Jeing Audit: Li Yun

Fact is stranger than fiction. There are thousands of diseases in the world, which are particularly strange and rare?

Today, Xiao Liang, a boy♂ who is keen on studying the mysteries of the body, will take you close to science and learn about four bizarre and rare human diseases that may be unknown to 90% people (strange knowledge has increased again).

Please note that there is continuous high energy ahead, and timid students should be careful ~

NO.1 Shuren disease: hands and feet are covered with "branches and roots"

I’m sure you’ve all heard about vegetative state, but have you ever heard of Shuren? What do you think of first? The cute Groot in Marvel Comics’s movies?

(Source: dribbble/Hancooock)

The tree people in the movie can love each other, but in real life, the "tree people" have to suffer from "tree people’s disease".

Shuren’s disease, medically known as "epidermodysplasia verrucosa", is a rare hereditary skin disease caused by human papillomavirus (HPV) infection, which may be related to gene mutation. It usually begins between the ages of 4 and 8, and most often begins before the age of 20.

People with Shuren’s disease usually grow many sarcomas, maculae and papules that look like branches and roots on their hands and feet, which not only affect the appearance, but also make it inconvenient for daily life, and also turn into skin cancer with high winds.

(Indonesian man suffering from Shuren disease)

Unfortunately, there is no unified and effective solution to this disease at present. Some studies think that retinoids can improve it to some extent. In addition, patients should avoid excessive sun exposure, and if they are prone to cancer, they should be operated immediately or removed by other methods.

NO.2 Premature senility: 7-year-old age and 70-year-old appearance

Anti-aging is the pursuit of many people. Who doesn’t want to be younger and more energetic every year? However, in this world, some people actually get old and even die early at a young age because of a rare genetic disease-premature senility.

Art comes from life. It is said that the film "The Curious Case of Benjamin Button" (also known as "Rejuvenation") may be inspired by premature senility, but the time sequence is reversed. The hero of the film looks like an old man of 70 or 80 at birth. As time goes by, the people around him are getting older, but he is rejuvenating, getting younger and younger, and finally returning to the baby form and dying in the arms of an old lover.

(Source: Movie "The Curious Case of Benjamin Button")

If the protagonist’s life is a bizarre movie, then in reality, patients with premature senility live a life like pressing the acceleration button, aging faster than their peers, feeling the rapid failure of every body organ every day, and dying before they bloom.

There are some heartbreaking facts about premature senility:

● Premature senility in adults: Patients usually develop normally before puberty. At the age of 20-30, they begin to have aging characteristics such as skin wrinkles, muscle atrophy, gray hair and shedding, and the average age of death is 47 years old.

● Premature senility in children: The patient is normal at birth, but after birth, the appearance and body organs will accelerate the aging and decline, and with the increase of age, he will suffer from various diseases such as cardiovascular disease, and the average age of death is only 13 years old.

(patients with premature senility)

NO.3 Vampire: You can only live in darkness.

Legend has it that there are zombies in the East and vampires in the West. Speaking of vampires, you may think of the handsome "ghosts" of noble Leng Yan in film and television dramas. In real life, many people are willing to believe that vampires exist in some corner of the world, but in the medical field, "vampires" really may exist, and they are porphyria patients.

You can slide left and right to view the picture, but it is recommended to slide carefully!

Porphyrin (bD lí n) disease is a rare metabolic disease caused by the lack of enzyme activity in heme biosynthesis pathway, which leads to abnormal increase of porphyrin or its precursor concentration and accumulation in tissues, resulting in cell damage. In 2020, experts in the diagnosis and treatment of porphyria agreed to divide porphyria into the following categories:

(Source: Literature [4])

When the medical profession knew nothing about porphyria hundreds of years ago, patients with porphyria were often considered as legendary vampires, which may be because some symptoms of porphyria are very similar to the image of vampires.

photophobia

People suffering from porphyria will be as afraid to be exposed to the sun as vampires, because they will get sick when they see light, and their skin will have photosensitive reaction, blisters, scars, deformities, etc., and in severe cases, they may be accompanied by the loss of fingers, eyelids, nose and ears.

"bloodthirsty"

Unlike vampires who directly suck people’s necks to drink blood, porphyria patients are "bloodthirsty" by blood transfusion to achieve treatment and relief.

Look different from ordinary people

The high level of porphyrin in red blood cells of patients with porphyria can lead to hemolysis, and severe hemolysis often leads to anemia, so it may cause pallor.

However, people with congenital erythropoietic porphyria will show red or brown color in their teeth, bones and urine due to excessive porphyrin, and they will fluoresce when exposed to ultraviolet rays, which really looks a bit like vampires who have just eaten their children.

NO.4 werewolf syndrome: a real hairy child

Everyone has Mao Mao, but people with werewolf syndrome have a lot of Mao Mao.

However, this werewolf is not a werewolf. The so-called werewolf syndrome actually refers to "congenital systemic hirsutism". The patient’s whole body is covered with thick hair, which is beyond the normal physiological range of the same age, gender and race, and seems to be the image of a werewolf in our impression. In addition to excessive hair, it is usually accompanied by facial deformities.

(Source: Literature [6])

The prevalence rate of werewolf syndrome is extremely low, and it was once considered as an "atavism" phenomenon. However, at present, most studies believe that patients suffer from this disease because of unknown genetic defects.

Patients with the above diseases are often noticed by people in their daily lives because of their abnormal appearance, but who doesn’t want to be healthy and safe in life, and who would like to do so if they could start over.

When you meet them in your life, please be less discriminating and misunderstanding, and more understanding and kindness. I also hope that medical technology will be more developed in the future, so that these special patients can get better treatment and return to ordinary people’s lives.

[References]

[1]Agharbi FZ. Epidermodysplasie verruciforme: à propos d’un cas [Epidermodysplasia verruciformis: about a case]. Pan Afr Med J. 2018 May 29; 30:78. French. doi: 10.11604/pamj.2018.30.78.16058. PMID: 30344862; PMCID: PMC6191268.

Yang Hui, Liu Wan, Chang Jianmin. Verrucous epidermal dysplasia [J]. Journal of Clinical Dermatology, 2015:13-14.

Wang Zehua, Li Hongyu, Qu Jing, Zhang Weiqi, Liu Guanghui. Pathogenesis and intervention methods of human premature senility [J]. Progress in biochemistry and biophysics, 2018,45(09):926-934.

[4] Erythrocyte Disease (Anemia) Group, Hematology Branch, Chinese Medical Association. Expert Consensus on Diagnosis and Treatment of Porphyrin Disease in China (2020) [J]. Chinese Medical Journal, 2020,100 (14): 1051-1056.

[5]Pavone P, Praticò AD, Falsaperla R, Ruggieri M, Zollino M, Corsello G, Neri G. Congenital generalized hypertrichosis: the skin as a clue to complex malformation syndromes. Ital J Pediatr. 2015 Aug 5; 41:55. doi: 10.1186/s13052-015-0161-3. PMID: 26242548; PMCID: PMC4526284.

[6]Sun M, Li N, Dong W, Chen Z, Liu Q, Xu Y, He G, Shi Y, Li X, Hao J, Luo Y, Shang D, Lv D, Ma F, Zhang D, Hua R, Lu C, Wen Y, Cao L, Irvine AD, McLean WH, Dong Q, Wang MR, Yu J, He L, Lo WH, Zhang X. Copy-number mutations on chromosome 17q24.2-q24.3 in congenital generalized hypertrichosis terminalis with or without gingival hyperplasia. Am J Hum Genet. 2009 Jun; 84(6):807-13. doi: 10.1016/j.ajhg.2009.04.018. Epub 2009 May 21. PMID: 19463983; PMCID: PMC2694973.

[disclaimer]

The data in this article was updated on May 14th, 2021.

It was originally written by Professor Yang Xichuan, a dermatologist, aiming at popularizing science for readers.

Popular science content can not replace doctors’ diagnosis and treatment opinions, and is for reference only.

If you have skin problems, please consult a doctor in time.

Some pictures are from the Internet. If there is any infringement, please contact to delete them.

Cover image source: blurrr

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Dr. Guan Kang Kang You from the Department of Nuclear Medicine talks about thyroid gland.

1. What is pepsinogen?

Pepsinogen (PG) is the precursor of pepsin. According to its biochemical properties and immunogenicity, it can be divided into two subgroups. The immunogenicity of 1~5 components is the same, and it is called Pepsinogen I (PG I), which is mainly secreted by the main cells of gastric fundus gland and mucus neck cells. Components 6 and 7 are called pepsinogen Ⅱ(PGⅡ), which can be secreted by the main cells and mucus neck cells of gastric fundus gland, and also produced by mucus neck cells of pyloric gland of cardiac gland and gastric antrum and upper duodenum.

Usually, about 1% PG enters the blood circulation through the capillary of gastric mucosa, and the PG entering the blood circulation is very stable in the blood. Serum PG ⅰ and PG ⅱ reflect the number of glands and cells in gastric mucosa, and indirectly reflect the secretory function of different parts of gastric mucosa. When pathological changes occur in gastric mucosa, the content of serum PG also changes. Therefore, monitoring the concentration of PG in serum can be used as a means to monitor the status of gastric mucosa.

Detection of pepsinogen (PG), an early warning indicator of gastric cancer

1. Chronic atrophic gastritis is an important "transitional event" in gastric mucosa canceration.

Gastric cancer is one of the common malignant tumors in China, and its mortality ranks first among all kinds of malignant tumors. Its early diagnosis and early treatment have become the only way to improve the quality of life of patients and reduce the mortality. At present, the main methods for diagnosing gastric cancer are fiberoptic gastroscopy and upper gastrointestinal radiography, among which gastroscopy is called the "gold standard" for diagnosing gastric cancer.

At present, it is believed that partial atrophy can be reversed, and once it enters intestinal metaplasia, it is difficult to reverse it. Therefore, there is an urgent need for a tool that can keenly detect the atrophy of gastric mucosa. At this time, the detection of pepsinogen plays a powerful role.

When the gastric fundus gland atrophied, the number of main cells decreased and the level of PG ⅰ decreased. However, because there are more cells secreting PG ⅱ, PG ⅱ can still maintain a high level at this time, and the ratio of PG ⅰ to PG ⅱ decreased significantly. When atrophic gastritis is accompanied by intestinal metaplasia and gastric antrum gland extends to the stomach body, and pseudopyloric metaplasia of gastric fundus gland occurs, the level of PG ⅱ increases more, and the ratio of PG ⅰ to PG ⅱ decreases further. Therefore, the decrease of PG ⅰ level is a reliable sign of gastric fundus gland mucosa atrophy, and PG ⅰ/PG ⅱ profile reflects the degree of gastric fundus gland mucosa atrophy.

2. Helicobacter pylori infection is the initiating factor for the development of gastric cancer.

The occurrence of gastric cancer is the result of multiple factors. The multi-step hypothesis of gastric cancer, that is, from chronic non-atrophic gastritis (formerly known as chronic superficial gastritis) → atrophic gastritis → intestinal metaplasia → intraepithelial neoplasia (formerly known as dysplasia) → gastric cancer, has been generally accepted. Helicobacter pylori (Hp) infection has become the most important initiating factor, and Hp infection has been recognized as an independent risk factor for gastric cancer.

Therefore, active detection of Hp has become one of the important measures to prevent and treat gastric cancer. Hp detection is mainly divided into invasive and non-invasive methods. For Hp-positive infected people, the major guidelines have reached a consensus that Hp infection-related gastritis is an infectious disease and it is recommended to eradicate it.

Hp infection can also significantly affect the serum PG level. At the beginning, PG ⅰ and PG ⅱ both increased, and the increase of PG ⅱ was faster, then PG ⅰ/PG ⅱ decreased, and the larger the Hp infection focus, the greater the decrease of PG ⅰ/PG ⅱ. However, the results of pepsinogen test are lack of specificity, and special Hp test is still needed to judge whether Hp is infected or not.

Third, pepsinogen Ⅰ(PGⅠ),

The results of pepsinogen Ⅱ(PGⅡ) were analyzed as follows:

Four, "pepsinogen" test results misunderstanding:

Myth # 1: If only PG ⅰ is measured during physical examination, nearly 70% of the results are in the range of 40~70ng/mL, which seems to be lower than 70ng/mL on the surface, and gastric atrophy is suspected, but the results are difficult to explain because PG ⅱ and ratio are not measured. When PGⅡ is retested, the ratio of more than 90% is greater than 3. This kind of situation is due to the high incidence of chronic superficial gastritis in China population, which belongs to normal physiological gastric acid secretion insufficiency.

Myth 2: PG-positive means "stomach cancer theory": positive means people at high risk of stomach cancer. PG project is a simple screening project for gastric cancer in the early stage of physical examination, replacing X-ray and ultrasonic screening for gastric cancer. The main significance lies not in diagnosis but in early detection and prevention. Normal people are 15%PG positive, and those with PG positive have a high risk of developing gastric cancer, and the early detection rate of gastric cancer is 1%~2%.

Myth # 3: Pay attention to the change of reference range values of PG ⅰ and PG ⅱ, but not the ratio. Because the secretion of PG ⅰ in gastric mucosa changes greatly (above 70~800ng/mL) under the attack of inflammation, the secretion of PG ⅱ is relatively constant. When comparative value > 3, the degree of PG ⅰ increase can only be combined with clinical analysis to determine the type of gastric diseases. When comparative value < 3, it is suggested that further in-depth endoscopy or pathological sampling should be taken to confirm and warn the high risk of early gastric cancer, and follow-up monitoring should be carried out in the last five years. The incidence of gastric cancer was 2% in PG-positive patients who had no gastric cancer in the same year and in the following five years.

Five, Japan’s experience for reference ("ABC" method+endoscopic screening)

Our neighbor Japan, as a country with high incidence of gastric cancer, has done a very good job in early cancer screening. Their screening strategy for early cancer firmly grasps the two controllable factors of Hp infection and whether gastric fundus gland atrophy occurs.

The Kyoto Consensus of Japan made the following recommendations for the national early cancer screening strategy: first, for Hp infection, the Kyoto Consensus emphasized "shoot to kill", and after everyone sterilized and eradicated Hp, PG was evaluated. The ratio of PG ⅰ/PG ⅱ is ≤3.0, which is regarded as the critical diagnostic value of atrophic gastritis, and as the screening standard of high-risk population of gastric cancer.

Vi. A Long Way to Go-Strategies for Early Cancer Screening in China;

China has a large population base and the incidence of gastric cancer remains high, so it is imperative to find a simple, accurate and effective screening method for gastric cancer. In 2017, the China Consensus on Chronic Gastritis highly affirmed the value of PG, and the guidelines gave the following recommendations: The detection of serum pepsinogen (PG) ⅰ and ⅱ and gastrin -17 may help to judge whether there is gastric mucosal atrophy and its degree. Detection of serum PG ⅰ, PG ⅱ, PG ⅰ/PG ⅱ ratio combined with anti-Hp antibody is helpful for risk stratification management.

The Expert Consensus on Early Gastric Cancer Screening Process in China, published at the end of 2017, not only affirmed the value of serum PG, but also put forward a new gastric cancer screening scoring system, in which the elderly, male, Hp antibody positive, low pepsinogen ratio (PGR) and high serum 17(gastrin-17 (G-17) level are high risk factors for gastric cancer.

Among them, G-17 is a new item in China Guide. G-17 is an amidated gastrin synthesized and secreted by G cells in gastric antrum. Its main physiological function is to stimulate gastric acid secretion and promote the proliferation and differentiation of gastric mucosal cells. G-17 is one of the sensitive indexes to reflect the endocrine function of gastric antrum, which can indicate the atrophy of gastric antrum mucosa or whether there is abnormal proliferation. G-17 itself can also promote the occurrence and development of gastric cancer. When the serum G-17 level rises, it may indicate the risk of gastric cancer.

In addition, different from the Kyoto consensus, the consensus in China put forward the critical value of serological detection for the first time, that is, when PGR<3.89 and G-17> 1.50pmol/L, the risk of gastric cancer increased significantly. The critical value of PGR defined by Kyoto Consensus is ≤3.

According to the score, the guide divides the population into three groups: low risk, medium risk and high risk, and gives the screening strategy.

At the same time, however, we should also see the shortcomings of the China guidelines. The screening population is over 40 years old, and there are other risk factors such as high incidence area of gastric cancer, Hp infection, previous precancerous diseases of gastric cancer, first-degree relatives of gastric cancer patients, diet and so on. However, at present, the onset age of gastric cancer is getting earlier and earlier, and I believe it will definitely enter prospecting stage in the future.

To sum up, serum PG combined with Hp detection is helpful to evaluate the risk of gastric cancer, and can be used as a routine screening method for gastric cancer for ordinary people. However, it cannot replace gastroscopy, and gastroscopy is still strongly recommended for high-risk groups.

Original title: Clinical Significance of Detection of Pepsinogen (PG)

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　　Cctv newsOn January 19th, the joint prevention and control mechanism of the State Council held a press conference on epidemic prevention and control during the Spring Festival.

　　At the meeting, a reporter asked whether people who have not yet been infected with Covid-19 can safely return home for the New Year. What are the suggestions on protection? Do people who have recently been infected with Covid-19 still need protection when traveling?

　　Chang Zhaorui, a researcher at the Center for Disease Control and Prevention of China, said that people are generally susceptible to Covid-19. Some people who have not been infected do not rule out the influence of travel fatigue and frequent contacts during the Spring Festival, and the risk of infection will increase. It is suggested that relevant personnel should continue to do personal protection, keep regular work and rest, eat reasonably, exercise moderately, disinfect well and wear masks. The public who have been infected with Covid-19 should continue to do personal protection to prevent infection of other respiratory infectious diseases, including influenza.

　　CCTV News:According to the website of China Banking and Insurance Regulatory Commission, China, recently, the Consumer Protection Bureau of China Banking and Insurance Regulatory Commission, China issued the Notice on the Complaints about Insurance Consumption in the Second Quarter of 2022 (No.11 Notice of 2022, hereinafter referred to as the Notice), which informed the complaints about insurance consumption received and transmitted by China Banking and Insurance Regulatory Commission and its dispatched offices.

　　According to the Circular, China Banking and Insurance Regulatory Commission and its agencies received and forwarded 28,554 complaints about insurance consumption in the second quarter. Among them, 10051 property insurance companies were involved, accounting for 35.20% of the total complaints; There were 18,503 life insurance companies, accounting for 64.80% of the total complaints. The number of complaints from PICC P&C ranks first among property insurance companies. The number of complaints in Ping An Life Insurance Company of China ranks first among life insurance companies.

　　According to the Circular, in the second quarter of 2022, the median number of complaints about 100 million yuan premium of property insurance companies was 3.58 pieces/100 million yuan, and the median number of complaints about 10,000 policies was 0.36 pieces/10,000 pieces; The median number of complaints about 100 million yuan premium of life insurance companies is 1.78/100 million yuan, the median number of complaints about 10,000 policies is 0.25/10,000, and the median number of complaints about 10,000 people is 0.08/10,000. Zhonghui Mutual Insurance ranks first among property insurance companies in terms of the complaints about the 100 million yuan premium. The number of complaints about 10,000 policies of Jiulong Property Insurance and Zhonghui Mutual Insurance ranks in the top two among property insurance companies. Fosun United Health ranks first among life insurance companies in terms of complaints about 100 million yuan premium, complaints about 10,000 policies and complaints about 10,000 people.

　　According to the Circular, in the second quarter of 2022, there were 7,808 complaints about claims disputes involving property insurance companies, accounting for 77.68% of the total complaints of property insurance companies; There were 822 complaints about sales disputes, accounting for 8.18%. Zhonghui Mutual Insurance, PICC P&C Insurance and Zhongan Online P&C Insurance rank among the top three property insurance companies. PICC P&C Insurance and Ping An P&C Insurance rank in the top two among property insurance companies.

　　In the second quarter of 2022, property insurance companies filed 4324 complaints about motor vehicle insurance disputes, accounting for 43.02% of the total complaints of property insurance companies; There were 2,434 complaints about other insurance disputes involving property insurance such as COVID-19 epidemic isolation insurance, accounting for 24.22%. PICC P&C ranked first among property insurance companies in the number of complaints about motor vehicle insurance disputes. Zhonghui Mutual Insurance and Zhongan Online Property Insurance are among the top two property insurance companies in terms of complaints about property insurance related to COVID-19 epidemic isolation and other insurance disputes.

　　According to the Circular, in the second quarter of 2022, there were 9,613 complaints about sales disputes from life insurance companies, accounting for 51.95% of the total complaints from life insurance companies. There were 5011 complaints about surrender disputes, accounting for 27.08%. The number of complaints about sales disputes and surrender disputes in Ping An Life Insurance Company of China ranks first among life insurance companies.

　　In the second quarter of 2022, there were 8101 complaints about ordinary life insurance disputes from life insurance companies, accounting for 43.78% of the total complaints from life insurance companies; There were 4182 complaints about sickness insurance disputes, accounting for 22.60%. The number of complaints about ordinary life insurance disputes in Ping An Life Insurance Company of China ranks first among life insurance companies. Ping An Life Insurance Company of China and Xinhua Life Insurance ranked the top two in terms of complaints about sickness insurance disputes among life insurance companies.

　　⑤ Five provinces and regions in Inner Mongolia, Gansu, Hubei, Tibet and Jiangxi were added to "Advertising Precision Poverty Alleviation"

　　Eight projects, including domestic aircraft carriers and manned spaceflight, were included in the "Public Welfare Communication of National Major Projects"

　　On October 26th, the "Signing Ceremony of Advertising Precision Poverty Alleviation and Public Welfare Communication Project of National Major Projects" was held in Beijing. Front-line poverty alleviation cadres and farmers’ representatives from the area covered by "CCTV National Brand Plan-Advertising Precision Poverty Alleviation" and relevant persons in charge of the selected project of "CCTV National Brand Plan-Public Welfare Communication of National Major Projects" attended.

　　Since the 18th National Congress of the Communist Party of China, the General Secretary of the Supreme Leader has repeatedly made important instructions on precision poverty alleviation and scientific and technological innovation. As the ideological center of the Party and the national radio and television station, the Central Radio and Television General Station adheres to the social responsibility and responsibility of the national media. "Advertising Precision Poverty Alleviation" and "Public Welfare Communication of National Major Projects" are the concrete measures taken by the General Station to implement the important instructions of the Supreme Leader General Secretary on precision poverty alleviation and scientific and technological innovation, the concrete practice that the Central Radio and Television General Station insists on putting social benefits first, and the successful exploration of serving the country with public welfare communication.

　　Shen Haixiong, Vice Minister of Publicity Department of the Communist Party of China and Director of the Central Radio and Television General Station, said that the General Station will thoroughly implement the spirit of the congratulatory letter from the Supreme Leader General Secretary to the 60th anniversary of the founding of CCTV and the birth of the new China TV industry, and implement the guiding spirit of "advertising should also be oriented" with integrity and innovation, and further improve the projects of "advertising precision poverty alleviation" and "public welfare communication of major national projects". The "Advertising Precision Poverty Alleviation" project will focus on precision, ensure the accuracy of poverty alleviation targets, advertising content and audiences, and take out more advertising poverty alleviation resources, and make unremitting efforts for a long time to help the rural poor achieve poverty alleviation under the current standards in China in 2020 and win the tough battle of poverty alleviation as scheduled. The "Public Welfare Communication of National Major Projects" project will highlight the public welfare, focus on the front-line staff who have silently contributed to major national projects, dig deep into the story and shock of major national scientific and technological achievements and major national strategic projects, show their images and gather people’s hearts.

Signing of "Advertising Precision Poverty Alleviation" Project

　　At the signing ceremony, Zhang Ning, deputy editor-in-chief of CCTV, announced the new signing lists of "CCTV National Brand Plan-Advertising Precision Poverty Alleviation" and "CCTV National Brand Plan-Public Welfare Communication of National Major Projects": With reference to the list of counties in contiguous poverty-stricken areas published by the State Council Poverty Alleviation Office, Inner Mongolia Autonomous Region, Gansu Province, Hubei Province, Xizang Autonomous Region Province and Jiangxi Province were determined as new cooperative provinces for the "CCTV National Brand Plan-Advertising Precision Poverty Alleviation" project; Under the joint planning with more than 20 units including the National Development and Reform Commission, the General Armament Department and the Aerospace Science and Technology Group, China spallation neutron source project, high-speed rail Fuxing, Hualong No.1, UHV transmission project, domestic cargo large aircraft project (Yun -20), domestic aircraft carrier project, manned space flight project and China hydropower technology upgrading project were determined as "CCTV national brand plan-national major project public welfare communication". Ren Xuean, director of the advertising management center of CCTV, signed an on-site contract with the newly added provinces, autonomous regions and project leaders.

Signing of "Public Welfare Communication of National Major Projects"

　　Since the implementation of "CCTV National Brand Plan-Advertising Precision Poverty Alleviation" project, it has benefited 457,700 poor farmers and more than 1.7 million people in 8 provinces (autonomous regions and municipalities), and more than 50 kinds of agricultural and sideline products will be introduced free of charge in 2018. After the addition of five contracted provinces, the number of cooperative provinces will reach 13. In 2019, it is estimated that more than 70 kinds of agricultural and sideline products will be broadcast free of charge. The "Public Welfare Communication of National Major Projects" project focuses on publicizing and popularizing the major achievements and latest achievements in key areas in China, and shaping the brand image of communication for big countries. With the key breakthroughs of China’s science and technology in various major fields, 11 public service advertisements such as Beidou navigation, artificial intelligence, space engine, Beijing time, national gene bank, manned space flight, deep-sea exploration, large transport aircraft, quantum communication and high-speed rail Fuxing have been broadcast one after another. By October 24, 2018, it had been broadcast 32,309 times, with a total of 28,133 minutes and 469 hours, which encouraged the researchers who fought in the front line and effectively demonstrated China’s independent innovation ability and ambition to strive for first-class.

　　Yan Xiaoming, deputy director of the Central Radio and Television General Station; Bai Yugang, member of the Standing Committee of the Inner Mongolia Autonomous Region Party Committee and Minister of Propaganda Department; Chen Qing, member of the Standing Committee of Gansu Provincial Committee and Minister of Propaganda Department; Li Lecheng, member of the Standing Committee of Hubei Provincial Committee; Jiare Lausanne Tenzin, vice chairman of Xizang Autonomous Region Municipal Government; Shi Xiaolin, member of the Standing Committee of Jiangxi Provincial Committee and Minister of Propaganda Department; Lin Shanqing, deputy director of the National Energy Administration; Lin Chuxue, deputy general manager of China Three Gorges Corporation; and Guo Zhuxue, deputy general manager of China Railway Corporation. Li Qingtang, deputy general manager of China National Nuclear Corporation, Tan Jiansheng, deputy general manager of China General Nuclear Power Corporation, Li Bin, vice president of the Sixth Academy of China Aerospace Science and Technology Corporation, Xia Qingfeng, director of the Propaganda Bureau of the State-owned Assets Supervision and Administration Commission of the State Council, Wei Dichun, deputy director of CCTV, and Hu Bangsheng, deputy director of China Radio International attended the event.

　　On June 29th this year, the Central Radio and Television General Station announced three new measures to help the poor: First, continue to expand the coverage of poverty alleviation, and add more than four provinces (autonomous regions and municipalities) from July this year to the end of June next year; Second, in addition to public service advertisements, in 2018, the relevant channels, frequencies and new media of the main station will launch "precise poverty alleviation" topics and columns; Third, based on the investment of 1.0414 billion advertising resources in the past two years, from July 2018 to the end of June 2019, the General Office will allocate more than 1 billion advertising resources to help the poor in the new poverty alleviation year. In just three months, eight channels of CCTV have promoted 15 agricultural special products in eight provinces (autonomous regions and municipalities) such as Guizhou at a high frequency of 20 times a day, with a total broadcast time of 9522 times, with a total broadcast time of 3163 minutes and a screen resource value of 350 million yuan; China national radio and China Radio International also promoted them simultaneously, and the value of advertising resources invested reached more than 10 million yuan each.

　　Doubled investment in advertising resources has accelerated product sales, raised transaction prices and directly driven farmers to increase their income and become rich. Li Chunkui, secretary of the Wushan County Party Committee, who came to attend the signing ceremony, said in an interview that Wushan Cuili became famous all over the country after entering CCTV, and became a very sought-after golden fruit. People all over the country rushed to buy it, and people in Wushan scrambled to plant it. Compared with last year, Wushan crisp plum brand is even louder this year, and its evaluation value has risen from 946 million yuan last year to 1.334 billion yuan this year. The market is wider. In the past, the offline sales market of Wushan Cuili was mainly in Chongqing. Now Wushan Cuili has sold well in many large and medium-sized cities and regions in China, such as Beishangguang, Chengdu, Wuhan and Hong Kong. Deng Yuncheng, a farmer who planted yellow peaches in Yanling County, Zhuzhou City, Hunan Province, said that after the commercial was broadcast, the yellow peaches in Yanling became much more famous and sold better. For the peaches of Deng Yuncheng’s own family, it took nearly a month to sell 400,000 Jin last year, and 600,000 Jin was sold out in just 20 days this year. In 2017, the annual output of yellow peaches in Deng Yuncheng village exceeded 3 million Jin, with an output value of nearly 21 million yuan; This year, the annual output of yellow peaches in the village is 4 million Jin, but the output value exceeds 40 million yuan.

　　After the broadcast of the series of public service advertisements "CCTV national brand plan-public service communication of major national projects", it triggered a warm response from all walks of life. Li Bin, vice president of the Sixth Academy of China Aerospace Science and Technology Corporation, said that the space engine is the cornerstone of space development, and the successful development of a new generation of liquid oxygen kerosene engine has more than doubled China’s ability to enter space, making it possible for large space loads, space station projects, lunar exploration projects and other deep space exploration. For decades, from the depths of the mountains to the northwest, everyone has been painstakingly studying and deeply cultivating, and devoted himself to developing advanced space power for China. This time, I was surprised and proud to be able to appear on CCTV and speak for the national brand. I hope more people care about supporting scientific research and space.

　　The successful signing of the new phase of "Advertising Precision Poverty Alleviation" and "National Major Project Public Welfare Communication" has opened a new chapter in the public welfare project of "CCTV National Brand Plan". The Central Radio and Television General Station will work side by side with the propaganda departments of the party committees of the cooperative provinces, autonomous regions and municipalities and various scientific research units to make new and greater contributions to precision poverty alleviation and scientific and technological innovation.

　　CCTV News:From January to March this year, a total of 1,079 cases of "cracking down on pornography and illegal publications" were put on file nationwide, including more than 130 criminal cases and 541 internet-related cases.

　　According to the responsible comrades of the National Office for Combating Pornography and Illegal Publications, obscene and pornographic information is the focus of the current crackdown. In the first quarter, the department for combating pornography and illegal publications strictly cracked down on the dissemination of obscene and pornographic information through live webcasts, short videos, online literature, social groups, "two micro-ends" and other platforms, and resolutely investigated and dealt with a large number of cases of online pornography, pornography and pornography.

　　Six typical cases were reported by the national office of "eliminating pornography and illegal publications"

　　On April 18th, the national office of "eliminating pornography and illegal publications" selected six typical cases in the "net net" and "protecting seedlings" operation to make a report, expose relevant cases, deter criminals and alert industry operators and practitioners.

　　Typical case 1

　　Li Moumou, Chen Moumou and others in Lishui, Zhejiang Province made a case of spreading obscene articles for profit.

　　In April 2019, the Lishui City Task Force found out all the cases and successively arrested 8 suspects, including Li Moumou and Chen Moumou, the principals who directed and produced obscene videos; More than 100,000 obscene videos were seized, and the amount involved was more than 7 million yuan. The case was filed and investigated by the Economic Development Zone Branch of Lishui Public Security Bureau in November 2018 according to the report of the masses.

　　After investigation, from 2016 to 2017, Li Moumou and Chen Moumou filmed obscene videos for sale in the name of "Kuramoto C, underwear brother, 91 principal". Since October 2017, Li Moumou, Chen Moumou, Chen Mou, Lin Moumou and others have rented overseas servers and opened 91B1 obscene websites to make profits by selling members and recharging VIP. Zhao Moumou, Zhu Moumou and others filmed obscene videos for encryption, uploaded them to the network disk, and then sold them through the 91B1 website. In this case, more than 100,000 obscene videos were distributed, and more than 100,000 people were purchased, which were distributed in various places and overseas areas. At the end of 2018, the task force successively arrested four principals, including Li Moumou and Chen Moumou, in Guangdong and Hebei. Recently, the task force captured four people, including Zhao Moumou and Zhu Moumou, in Shandong, Hunan and Guangxi.

　　Typical case 2

　　Shenzhen, Guangdong "fast"Fairy "short video APP spreads obscene articles for profit.

　　In March 2019, Shenzhen Longgang Public Security Bureau detected the case, eradicated a large-scale pornographic short video platform, seized 110,000 obscene short videos, and criminally detained 26 people.

　　After investigation, the "Fast Fairy" APP claimed to be "adult version of Tik Tok". Since it was launched in October 2018, the page and browsing mode have all imitated "Tik Tok", but only obscene and pornographic short videos have been disseminated. Operators have also introduced incentives to reward users who upload obscene videos to the platform. As of the time of the incident, there are nearly 3 million registered users, and more than 1,000 users have uploaded obscene videos. Operating gangs have made a profit of over 10 million yuan by collecting advertising fees from gambling sites, participating in dividends, building their own gambling sites to manipulate gambling and harvesting gambling funds. On March 23rd, the police in Longgang, Shenzhen, closed the net in 15 cities across the country and arrested 26 suspects, including technology development, software operation and some active users who spread obscene videos. At present, the APP has been seized according to law, and the case is being further explored.

　　Typical case 3

　　Guangxi Guigang "June 29" spreading obscene articles for profit.

　　In February 2019, the case was transferred to the procuratorate for review and prosecution. In June 2018, the public security organs of Guigang City inspected and found that a netizen in the jurisdiction was suspected of spreading obscene video clues and filed a case for investigation.

　　After investigation, the above-mentioned netizens are the general agent and customer service of the "Pymai" obscene video website. The management team of the website has a clear division of labor and is well organized. The gang has more than 10 main members and more than 100 offline agents, involving 20 provinces in China and Malaysia, Singapore and other countries. Through the combination of website and WeChat group, the gang has developed more than 50,000 members, involving more than 13 million yuan. At the end of 2018, the task force launched a unified arrest operation, arresting 16 suspects one after another, and 14 people including Jia Mou were arrested according to law, detaining more than 50,000 pornographic videos stored in the server, and destroying 3 studios used to disseminate obscene pornographic information.

　　Typical case 4

　　Shanghai Changning "Cherry Live" APP Spreading Obscene Articles

　　In January 2019, the network inspection of Changning Branch of Shanghai Public Security Bureau found that there were some pornographic APPs in Apple’s mobile APP store, among which the "Cherry Live" app was the most popular.

　　After investigation, there are hundreds of female anchors in the APP engaged in obscene performances and spreading obscene videos, with tens of thousands of viewers and millions of funds involved. The task force of Changning Public Security Bureau went to Chongqing, Hunan, Guangdong and other places to arrest after a lot of work such as preliminary reconnaissance and fixed evidence. At present, 43 people involved in the case have been successfully arrested, all of whom have been criminally detained, and the case is under further investigation.

　　Typical case five

　　Ye Ji, Lu ‘an, Anhui Province "8 19" case of spreading obscene videos involving minors.

　　In March 2019, the case was prosecuted by the procuratorate. In August 2018, the public security organs of Lu’ an City found in their work that the website named "Zhengtai Community" disseminated obscene videos and pictures.

　　After investigation, the website was founded by Qi Moumou, the server is abroad, and there are more than 3,000 registered members. There are more than 2,000 obscene videos and more than 8,000 pictures on the website, some of which involve minors. The public security organs arrested three suspects, including Qi Moumou.

　　Typical case 6

　　Case of Spreading Child Pornography Video for Profit in "Mengmeizi" Forum in Liaocheng, Shandong Province

　　In August 2018, according to the clue that the national office of "eliminating pornography and illegal publications" was transferred, the public security organs in Liaocheng and yanggu county quickly launched investigations, cracked the case and arrested the main suspect Liu.

　　After investigation, since July 2017, Liu has rented an overseas server through a network technology company in Lianyungang, Jiangsu Province, and established a "cute girl" forum to sell and disseminate child pornography videos. A total of more than 130,000 members have been developed, including more than 400 paid members, making a profit of more than 70,000 yuan. At present, the case has been handed over to the procuratorate for review and prosecution.

CCTV News:At the press conference of the Council for the Promotion of International Trade on February 28th, the spokesman said that this year, we will give full play to the role of special classes for serving foreign-funded enterprises and actively promote the stabilization of foreign investment.

First, a series of activities of "local travel" for foreign-funded enterprises in 2024 will be launched. The first activity of "Hainan travel" for foreign-funded enterprises is scheduled to be held in the middle and late March to help foreign-funded enterprises seize the development opportunities of Hainan Free Trade Port.

Second, continuously collect the demands of foreign-funded enterprises and promote solutions. Foreign-funded enterprises can reflect their demands through various channels, such as the China Council for the Promotion of International Trade’s special service class for foreign-funded enterprises, the direct reporting platform for "investing in China" and the forum for foreign-funded enterprises.

The third is to conduct in-depth research on the business environment of foreign capital, understand the development status and expectations of foreign-funded enterprises in China, and put forward policy suggestions to help create a first-class business environment with marketization, rule of law and internationalization.

"Thousands of delegations going to sea" bridges the gap for mutually beneficial cooperation between Chinese and foreign enterprises.

A spokesperson for the CCPIT also introduced that in 2024, CCPIT will vigorously carry out the "Thousand Missions to the Sea" campaign, and organize more than 1,000 batches of enterprise delegations to participate in exhibitions, study tours and negotiations overseas.

John young, spokesperson for the China Council for the Promotion of International Trade, said that the "Thousand Missions to the Sea" action is a concrete measure taken by the China Council for the Promotion of International Trade to help enterprises expand overseas markets and help Chinese and foreign enterprises to cooperate pragmatically. Since the beginning of the year, many batches of China entrepreneurs have been organized to visit the sea. Recently, CCPIT is actively preparing for visiting delegations to Europe, Central Asia, Oceania and other enterprises to bridge the gap for mutually beneficial cooperation between Chinese and foreign enterprises.

John young also introduced that from February 27 to 29, the president of the American Chamber of Commerce, the largest business organization in the United States, led a delegation to visit China to learn about the latest situation of China’s economic development and business environment, and to promote business cooperation between China and the United States. The president of the American Chamber of Commerce said that China is a highly valued market for American enterprises, and the American Chamber of Commerce is willing to continue to play its role, support American enterprises to set up businesses in China, continue to deepen pragmatic exchanges between the industrial and commercial circles of the two countries, and promote the healthy and stable development of US-China relations.

A few days ago, I visited Jingdong House and sent a circle of friends:

Visiting the newly-opened Jingdong House (Tongzhou Store) is the landing of JD.COM’s concept of "scene fusion" in the new retail period. I stepped on the spot in advance before the activity started, focusing on the face recognition service, which was terrible and accurately outlined my notes: night owl, technology expert, passionate Aries, addicted to online shopping and so on. And listen to the staff, this service will provide members with more differentiated and customized services in the future.

Soon, my point of view was hit by friends in the circle of friends. Some people said that this was not new retail, but "unbounded retail". Others said that this was O2O retail, and even more, there was no innovation in selling online things offline, which could not be viewed with the concept of new retail.

I have created many new concepts myself, but I never like to get entangled in the concept itself, because all concepts serve consumers. But today, new retail is mentioned by almost every industry. I think it is necessary to talk to you about "new retail as I understand it" with the simplest and most straightforward topic today.

It happened that Tencent News invited me to participate in a discussion on "How to understand the new retail and what new changes it has brought to our lives" online, so this article came into being.

Before expounding my understanding of new retail, I will list some opinions about the more influential concept of "new retail".

The first thing that must be mentioned is Jack Ma of Alibaba. At last year’s Yunqi Conference, Jack Ma delivered a speech saying that the current "e-commerce" will become a traditional concept, and the future will be a "new retail" mode combining offline, online and logistics. Just like, the essence of logistics is not to be fast, but to reduce inventory. Only the real combination of offline, online and logistics can bring more benefits to enterprises. In the future, with the breakthrough of "new retail", through the deep cooperation between Tmall and traditional retail enterprises such as Suning, Intime and Bailian, Alibaba has broken the line between online and offline, and brought the retail industry in China to the door of comprehensive innovation in business form.

Then there is Liu Qiangdong, JD.COM. Liu Qiangdong recently put forward the concept of "the fourth retail", which triggered a wide discussion in the industry. Liu Qiangdong believed that there were three recognized revolutions in the retail industry: department stores, chain stores and supermarkets. The fourth retail revolution is a revolution based on Internet e-commerce and surpassing the Internet, which will bring human beings into intelligent commercial times. In the fourth retail era, the retail infrastructure will become extremely plastic, intelligent and synergistic, which will promote the arrival of the "unbounded retail" era and upgrade the cost, efficiency and experience.

The other is Suning’s "smart retail". Recently, Suning clearly expressed its disagreement with Liu Qiangdong’s fourth-party retail concept, and said that Suning has always advocated "smart retail", thinking that future retail is smart retail, that is, using Internet and Internet of Things technologies to perceive consumption habits, predict consumption trends, guide manufacturing, and provide consumers with diversified and personalized products and services.

In addition, Xiaomi, Huawei, Xinhualian and other enterprises have made their own explanations on new retail in the past two years, and they will not be described too much here.

So, what exactly is new retail? Can you understand this concept in the simplest way?

First of all, let’s look at what is retail. The so-called retail means "buying and selling things from the east to the west, and buying and selling things from the west to the east". In Mulan’s article, "buying horses in the east market, saddles in the west market, bridles in the south market and whips in the north market" is a typical retail model.

In my opinion, the so-called new retail, as its name implies, is an updated retail model compared with the old retail, which is a constantly changing concept. Compared with the ancient barter transaction, the department store that was popular decades ago is a new retail; Compared with department stores, an urban complex like Joy City is a new retail; Compared with Joy City, e-commerce companies such as JD.COM and Tmall are new retailers.

Therefore, our understanding and definition of new retail are different in different periods. I think the concepts of fourth retail and smart retail put forward by Ali, JD.COM and Suning are more advanced than the current e-commerce, and we can regard them as new retail.

Moreover, if we carefully look at the explanations of these enterprises, although they have been verbally angry and dissatisfied with each other, they are actually the same in essence, and they all have such characteristics: online and offline integration, wisdom recommendation, membership system construction, improving logistics efficiency, breaking boundaries, AI application and so on.

These enterprises are the best in China, and the ideas and models they advocate are the future development direction of China retail and even global retail to some extent, and there is no difference in essence. Of course, if you are too entangled in the concept, it is really not desirable. Again, any new concept that consumers can’t understand and apply is hooliganism.

So, since the concept of new retail is evolving in a dynamic way, what is new retail at this stage (2017)? My understanding mainly includes several aspects (of course, my understanding now will be out of date in a few years, and an updated way of presentation will come out):

① Convenient payment: In our current era, convenient payment is our consumers’ deepest perception of the new retail concept, which can directly serve our consumers more than big data recommendation, C2B, scene revolution and so on. Convenient payment means cashless payment. On the one hand, enterprises have third-party payment platforms such as WeChat payment and Alipay. Through their efforts, residents in first-and second-tier cities in China can basically bring a mobile phone to meet all their consumption.

In addition, there are smart payment terminals represented by Wang POS. The emergence of this type of products has gradually subverted the traditional POS machines. As for the more advanced payment methods such as NFC, fingerprint, facial recognition, voiceprint, gesture, etc., they have also been applied to our lives one after another. This has never happened in the business changes of the past thousands of years. This time, China is at the forefront of the world.

② Intelligent matching: This is an era of information explosion, commodity explosion and service explosion, and everything seems extremely surplus. Therefore, accurate intelligent matching has become the direction of our mainstream enterprises in every industry. From today on, we have to find the target users, and of course our users need to find the target products.

The big data push mechanism like today’s headlines is actually a typical new information retail revolution. At the same time, mainstream e-commerce companies, including Ali and JD.COM, have almost launched functions like "Guess what you like", and almost all of these functions recommend products and services that they think users are interested in through the analysis and calculation of big data. However, to be fair, no mainstream enterprise in China can be said to be qualified in intelligent matching, and the current accurate push ability is still at the level of "pushing the user’s urn for one month in a row".

③ User participation: In the past, whether in the era of supermarket or department store, new retail generally referred to the change of circulation, but now the concept of new retail has expanded to the whole process of production, circulation and sales of goods or services due to the technological change of the Internet.

So today, our consumers are no longer simple audiences, but participants. Consumers want to participate in the operation and transformation of enterprises. Many enterprises’ products are no longer developed by their engineers, but developed with users. Such statements as Xiaomi’s "making friends with users, absorbing user feedback through forums to develop products" and LeTV’s "R&D by ten million people, dissatisfaction by ten million people, improvement by ten million people" are actually typical representatives of user participation.

④ Cross-border integration: No matter how to change the three points mentioned above, they are actually the level of "value transfer" rather than the essential "value addition". The landing of the concept of cross-border integration has given our users a sense of benefits of "charging for mobile phones", and they can get other value-added services while purchasing products.

Actually, before I visited Jingdong House (Tongzhou Store), I also went to Suning Square, JD.COM’s old rival Suning. The online whereabouts of the two are really amazing, and even the newly established children’s area and experience area in the store are so similar. In fact, the fitness experience area in Suning Life Plaza and the services such as Suning IT help customers are the brand-new values brought to users by typical cross-border integration. Although JD.COM has just started, there are similar initiatives. These have started to meet our consumers very obviously, and interested parties can know it by visiting the shops directly.

Of course, the performance of new retail is far more than the above. As far as the work that our company has carried out is concerned, it also includes faster logistics and transportation, safer network environment, more dimensional products and services, etc. With the participation of consumers, a large number of ideas will become a reality. In any case, with the deepening of the new retail concept, our consumers will usher in an increasingly transparent business society.

There is an old saying in Chinese,

It’s called "no painting, no year"

In ancient times without cameras,

The beauty of Gusu City,

Are condensed in the Taohuawu woodblock New Year pictures.

Suzhou Taohuawu Woodblock New Year Pictures,

It is also called "Southern Peach and Northern Willow" with Tianjin Yangliuqing Woodblock New Year Pictures.

It originated from the engraving printing process in Song Dynasty.

In 2006, it was selected as the first batch of national intangible cultural heritage.

Jiangnan’s delicate euphemism,

Nourishes the Taohuawu woodblock New Year pictures.

The artistic style of "Fine beautiful and elegant".

Jiachen the Year of the Loong,

Qiao Mai, Representative Inheritor of Taohuawu Woodblock New Year Pictures

"Cross-border" creation of the zodiac New Year picture "Hidden Dragon Garden".

She will C919, chip breakthrough and other elements.

Ingeniously integrated into the creation of New Year pictures.

Don’t use a hidden dragon, or jump in the deep,

It means that the long-accumulated energy is coming to generate.

"Love at first sight" more than 20 years ago,

The fate of Qiao Mai and Taohuawu woodblock New Year pictures was achieved.

She said that New Year pictures are a kaleidoscope of beautiful people.

It is also Chinese’s paper utopia.

Carrying our yearning for a better life.

Producer | Geng Zhimin

Producer | Peng Yiran

Master planner | Yu Tenglong

Director | Wang Shuaitian

Camera | Lai Jian Yan Dong

Editing | Wei Weicheng Wang Lian

Audio editing | Wang Anran

Vision | Wang Su

Animation | Zhou Wenlei

Overall planning | Yang Bo Liu Xiao Jin Yi Jie

Co-production | Li Jiabao, Gao Lei, Li Peng

Acknowledgement | Suzhou Public Cultural Center Jiangsu Education Channel of Suzhou gusu district Education, Sports and Cultural Tourism Committee

　　The Market Supervision Bureau of Yushui District, Xinyu City, Jiangxi Province conducted targeted sampling inspection on health food varieties that were strongly reflected by the masses. Photo by Liao Haijin/Bright Picture

　　Lowering blood pressure, lowering blood lipid and controlling diabetes are good for stomach, kidney and liver, and even cure all diseases &hellip; &hellip; False propaganda and fraud of health food are widespread, and consumers are unbearable. Are the various health care functions promoted by businesses true and effective, and how many scientific evidences are there? Many consumers will be skeptical or fall into a trap. A few days ago, the long-awaited "Management Measures for Raw Materials Catalogue and Health Function Catalogue of Health Foods" was released, which provided institutional guarantee for "managing, managing and optimizing" health foods, making health foods more scientific, effective, safe and healthy, and allowing consumers to better understand the efficacy of health foods.

　　In recent years, China’s health food industry has developed rapidly with an output value exceeding 300 billion yuan. With the rapid development of the industry, the problems of health food fraud and false propaganda have gradually emerged. Since 2017, the State Council Food Safety Office has jointly carried out special rectification of food health food fraud and false propaganda, and investigated and dealt with nearly 60,000 illegal cases with a value of more than 3 billion yuan.

　　In order to enhance the efficacy of products, some illegal enterprises illegally add drugs to harm consumers; Some merchants falsely publicize and exaggerate the efficacy, and even blow health food into a "magic medicine" to deceive consumers. At the same time, problems such as low quality of registration declaration and low-level duplication of products also bring difficulties to the review and approval work. "There is an urgent need to deepen reform and innovation, implement the strictest supervision and implement the main responsibility of enterprises." Sun Meijun, deputy director of the State Administration of Markets, said frankly.

　　According to the Measures for the Administration of Raw Material Catalogue and Health Function Catalogue of Health Foods (hereinafter referred to as the Measures) recently formulated and issued by the General Administration of Market Supervision in conjunction with the National Health and Wellness Commission, China will take the raw material catalogue and function catalogue as the starting point to standardize the scientific evaluation of raw material safety and health function of health foods, and encourage research and development of health foods with more scientific and technological content and more reliable efficacy.

　　1. The health care function of "unclear"

　　In today’s endless health care fraud, we need to re-understand health food. According to the Interpretation of People’s Republic of China (PRC) Food Safety Law, health food refers to food that claims to have health care function or aims at supplementing vitamins, minerals and other nutrients. That is, it is suitable for specific people to eat, has the function of regulating the body, does not aim at treating diseases, and does not cause any acute, subacute or chronic harm to the human body.

　　It can be seen that health food is a kind of special food between ordinary food and medicine. First of all, it is food. Secondly, it is different from ordinary food, and it has certain health care function (that is, function claim), which is the core attribute of this product. Finally, although it has health care function, it does not have the effect of treating diseases, and it is different from drugs.

　　For health food, function claim is the key, but it is very easy to fall into the predicament of exaggeration and false propaganda, and even fraud, which leads to the "magic medicine" flying all over the sky. Some experts have said that the false propaganda of health food is not all "intentional", but "unclear" by themselves. Because they didn’t make clear the functional mechanism of health food through rigorous scientific research, and lacked sufficient scientific basis, they couldn’t tell consumers exactly how healthy these health foods are and how to play their roles.

　　Are the various functions claimed by health food scientific and effective? This is the crux of the problem. It is understood that the establishment and positioning of functional claims of food and health food similar products in major countries and regions around the world mainly focus on improving health and reducing risk factors. Specifically, the classified management of health care functions generally includes three categories: nutritional component function claim, general function claim and disease risk reduction claim.

　　Among them, the function claim of nutritional components refers to the physiological activity of nutrients in human growth, development and normal function. General function claim refers to the specific function of the product for the normal function or biological activity of the human body, contributing to human health, enhancing the body function, maintaining or improving the overall health state, etc. The claim of reducing disease risk refers to the health claim that a certain food ingredient or food (food supplement) can reduce the risk of a certain disease or reduce the degree of health problems, but it cannot be equated with the role of drugs and vaccines in preventing and blocking the occurrence of diseases. For the functional claims of health food, countries generally strictly supervise it, focusing on the correlation between raw materials (ingredients), dosage and functional claims and the adequacy of scientific basis.

　　The "Measures" issued this time refer to the management of functional claims by international organizations and Europe and the United States, and make it clear that the health care function of health food in China should be aimed at supplementing dietary nutrients, maintaining and improving the health status of the body or reducing the risk factors of diseases, and also put forward the health care function guided by the traditional health care theory. "It has greatly expanded the scope of supplementing micronutrients and regulating specific body functions, and covered the health care needs of the broad masses more comprehensively." Li Keji, a professor at peking university health science center School of Public Health, said.

　　2. Whether it is effective or not depends on science.

　　To "clarify" the health care function, we must rely on scientific research. Evaluation of raw materials safety and health care function of health food and catalogue management are the important basis for the dual-track system of filing and registration and approval of health food in China. Whether it can pass the evaluation and be included in the catalogue depends on science.

　　It is understood that the catalogue of health functions stipulates the range of health functions that health foods are allowed to claim (that is, health functions that have been systematically evaluated and verified and have clear evaluation methods and judgment standards), and the catalogue of raw materials stipulates substances that can be used in health foods after safety and functional evaluation. The "Measures" are based on raw materials and functions to ensure the safety and effectiveness of health food and improve product quality.

　　In order to ensure the safety, effectiveness, true and reliable functions and stable quality standards of health food raw materials, the Measures strictly stipulate the conditions, procedures and management methods for the inclusion of the catalogue. Sun Meijun introduced that the inclusion of the raw material catalogue is based on the registration and approval of health food in China for more than 20 years and the relevant data of 16,000 registered products. It is necessary not only to review the safety, but also to clarify the dosage of raw materials and the corresponding efficacy, and focus on reviewing its scientific basis.

　　More importantly, how to ensure the scientific health care function. The "Measures" stipulate that the health functions claimed by health foods should have clear health needs and can be correctly understood and recognized; Have sufficient scientific basis, as well as scientific evaluation methods and criteria; The health care function guided by the traditional health care theory conforms to the traditional Chinese medicine health care theory; There are clear suitable people and unsuitable people.

　　Moreover, inclusion in the catalogue does not mean that it can be used all the time. "For the raw materials and health care functions included in the catalogue, a re-evaluation and exit mechanism has been set up. If the latest research finds risks and the scientific consensus changes, the catalogue adjustment procedure can be started in time." Sun Meijun said that according to the progress of relevant scientific research and the needs of food safety risk prevention and control, the catalogue of health food raw materials and the catalogue of health care functions should be dynamically managed and adjusted according to the results of re-evaluation.

　　Liu Xuecong, Secretary-General of China Nutrition and Health Food Association, believes that according to scientific research and progress, it is an inherent requirement for the development of health food industry to dynamically adjust the health care functions that can be claimed, and at the same time, allow new health care functions to be admitted, which is also to meet the growing consumer demand of the masses.

　　3. Open up innovative R&D paths

　　It is worth noting that the "Measures" have changed the management mode claimed by functions, emphasized social co-governance and encouraged R&D and innovation. In the past, the evaluation and management of functional claims of health food in China were all arranged by the government. The Measures reformed this "nanny-style" management mode, opened up the innovative R&D path of health food, changed the formulation of health function and evaluation method from a single government-led to multi-subject participation, guided and standardized functional R&D and scientific evaluation, and implemented the main responsibilities of enterprises and R&D institutions.

　　Specifically, the "Measures" open directory project formulated a model to encourage multi-market players to participate in the catalogue formulation and research and develop new health care functions. On the basis of scientific research and demonstration, any individual, enterprise, scientific research institution and social organization can put forward suggestions for inclusion in the catalogue of raw materials and functional claims of health food, and those that meet the requirements can be included in the catalogue after being reviewed and publicly demonstrated by the competent department according to the procedural requirements, so as to stimulate the enthusiasm, initiative and creativity of enterprises, scientific research institutions and social organizations in developing new materials and functions.

　　"This can give full play to the scientific research advantages of social resources, improve the scientific evaluation methods of raw materials and functions, solve the problem that the current single government is dominant and the scientific and technological strength is insufficient, improve the quality of filing products and registration applications, and improve the efficiency of evaluation and approval." Sun Meijun said.

　　In addition, the Measures also encourage enterprises to not only inherit the traditional Chinese medicine health preserving theory, but also make full use of modern biomedical technology, research and develop new products with new functions, change the current situation of low-level duplication of products, and promote the high-quality development of health food industry.

　　These measures are greatly welcomed by people in the industry. Liu Xuecong told reporters that changing the situation dominated by the government in the past and letting industry enterprises stand at the center of the stage of catalogue and function research will greatly encourage and promote the R&D and innovation of China’s health food industry.

　　The General Administration of Market Supervision said that it will stick to the safety bottom line, strengthen scientific supervision, fully consider the efficacy orientation of health food, carry out classified management according to traditional consumption history, scientific basis and risk level, strictly supervise new raw materials and new functions, and gradually expand the catalogue of raw materials and functional claims of health food.

　　4. Comprehensively clean up and adjust health care functions.

　　The frequent false propaganda and fraud of health food reflects the imperfection of current health function management. The reporter learned that the General Administration of Market Supervision has begun to comprehensively clean up and adjust the health care functions approved in different historical periods in the past, to avoid confusion with the preventive and therapeutic functions of drugs and diseases, to get to the root of the problem, and to plug the loopholes in the claim that the health care functions of health food have been falsely publicized.

　　"The 27 functions of the current health food have been used for nearly 20 years. With the progress of public cognition and science and technology, its name and label content have not been recognized by the society to a certain extent, and there are also many backwardness and deficiencies in science." Li Keji pointed out.

　　In March 2019, the General Administration of Market Supervision issued the Announcement on Soliciting Opinions on Adjusting the Health Function of Health Food, which pointed out that after organizing many demonstrations by experts in the fields of medicine, pharmacy, food and nutrition, it is planned to adjust the health function, mainly including: First, canceling the past approvals such as "tumor suppression" and "anti-mutation", which are inconsistent with the existing regulatory positioning of health food, and the products are actually easy to exaggerate and mislead, and are not in line with health needs. The second is to further study and demonstrate the health care functions such as "auxiliary blood lipid lowering" and "auxiliary protection function for radiation hazards"; The third is to adjust 18 kinds of health function claims to improve consumers’ scientific cognition and accurate judgment of health food function claims, such as adjusting "immune regulation/immunity enhancement" to "help to enhance immunity".

　　The industry believes that adjusting the claim of health care function, further defining and standardizing the source of health care function, and effectively distinguishing health food from medicine can greatly reduce the misjudgment of consumption. The reporter learned that this adjustment proposal is currently soliciting opinions from the whole society, and the General Administration of Market Supervision will also organize experts in the fields of medicine, pharmacy, food and nutrition to carefully analyze and study the collected opinions one by one.

　　Sun Meijun revealed that in the next step, the market supervision department will have a series of regulatory measures to be introduced one after another. For example, formulate advertising review management measures and strictly review health food advertisements; Orderly carry out the clean-up work of replacement; Strengthen production license review, daily supervision, supervision and sampling inspection, and system inspection; We will carry out multi-sectoral joint law enforcement, severely investigate and deal with all kinds of illegal acts, and crack down on black dens illegally added, illegally sold, and made and sold fakes, and we will never be soft.

　　However, Sun Meijun reminded: "Health food is not a necessity, and not everyone needs it. On the health food label, there are labels for suitable people and unsuitable people. Consumers should carefully choose according to their physical needs when purchasing. "(Reporter Chen Haibo)