A shopper in Shanghai examines milk powder in 2008.

In 2008, the Chinese milk scandal was uncovered with nearly 1000 infants in health danger, causing significant strike on consumers’ trust in local milk manufacturers. Yet, improvements have hardly been seen since then.

Though regaining buyers’ confidence on local milk products should be a daunting task, I believe by combining ethical norms or values in production process and marketing system could make it not impossible. Presently, parents in China has switched their consumption to global, qualified brands, such as a British brand, Aptamil. You may ask why Aptamil?

Aptamil is specialized in providing professional help for pregnant mothers and babies, with a wide range of baby milk products supporting baby’s every stage of development. Apart from the secure baby formula, they offer customers reports and guidelines from experts regarding nutritional properties and other healthcare related issues. Moreover, in order to assure customers of being in the right consumption track, they have discussion forum and hotlines with any immediate responses to inquiries.

Aptamil illustrates ethical values through showing responsibility, respect and transparency to their stakeholders. As mentioned above, they give supplemental resources to customers, demonstrating a serious concern on different consumers’ needs and their commitment of supporting professional healthcare. Meanwhile, by using forums, they allow criticisms from buyers and form a spirit of openness in the operations. As a result, trust from Chinese parents is formed in Aptamil, but not in Chinese milk producers.

Indeed, taking Aptamil as an example or a role model, we are able to see a good fortune on Chinese milk industry. By considering “what we should do” to benefit firms and society in long run, changes in strategies and consumers’ confidence are possible to occur in the near future.

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