In today's Internet era, self-media and big V accounts grow barbarically, sending out all kinds of information to the outside world, but I believe that many people will have questions in their hearts, that is, the high-scoring answers they give, the truth, views, and logic inside must be correct?
A few days ago, many mothers and babies questioned the mother of cloves: "Let the 12-month-old baby drink pure milk, 2.5 yuan / bag of Mengniu and formula milk powder nutrition is the same?" "Room temperature milk is recommended more than pasteurized milk?" "Mother and baby shops are the distribution centers of parenting rumors and the hardest hit areas for cheating money?"
Source: Mother and baby related communities
In the face of the above many remarks, the maternal and infant frontier has also gained an in-depth understanding of this.
Are the "parenting experts" above Lilac Mom right?
Speaking of the "Lilac Doctor" in the field of pan-health, Presumably everyone should be familiar with it, it became famous because of the anger of Shapu Aisi, and because of the hand tearing power throughout the country, it has become a professional, scientific and reliable existence in the minds of the public, at the same time, it also allows the "Lilac Mother" who focuses on the mother and baby group to rise up, with the content and courses provided by professional doctors, nutritionists and education experts, and quickly get out of the circle in the maternal and infant industry.
However, with the increasing number of parenting content stacked on the platform, it has made mothers and babies more and more questioning the professionalism of Lilac Mother. Flipping through some of the articles, you can find that some of the content is not rigorous enough, or quite biased and not acceptable.
Source: Lilac Mom[1]
For example, Li Liangli, one of the first registered dietitians in China and a master of nutrition at Fudan University, said in a relevant popular science article: "Whether it is the American Academy of Pediatrics (AAP) or the World Health Organization (WHO), it is recommended that babies can drink milk after 1 year old, and whether from the perspective of nutrition or dietary habits and cost performance, milk is more recommended than formula milk." ”
It is true that pure milk is not only cheap in price, but also performs well in protein, fat, calcium and other ingredients, but what she did not tell you is that the casein in pure milk accounts for more than 80%, which may be difficult to absorb for babies with a bad stomach and stomach, and it is easy to have allergic reactions; for babies who are not very good at eating complementary foods and it is difficult to ensure a balanced diet, it is also more likely to have other trace elements and vitamin deficiencies.
Although the price of formula milk powder is slightly more expensive, it is designed according to the nutritional needs of the baby at different stages, and the nutrients that are easier for the baby to absorb are added, such as DHA, iron, vitamin A, vitamin D, etc., to ensure the baby's nutritional intake needs.
Therefore, in the "Dietary Guidelines for Chinese Residents (2016)", it is recommended that for children aged 13 to 24 months, pure milk and so on can be gradually tried as part of food diversification, but it is recommended to eat a small amount, and it cannot be used as a complete substitute for breast milk or formula.
Chinese food industry analyst Zhu Danpeng also said: "We are more advocating that after the baby is 1 year old, drink formula milk when the family economy allows, because its nutrition is more comprehensive, more scientific and more reasonable, and drinking milk alone may not be enough to support the baby's nutritional needs and intake balance." ”
Dairy expert Wang Dingmian also believes: "Or formula milk is slightly better, until the age of 2 years old can be converted to drinking ordinary milk." ”
A mother and baby shop that is grossly undervalued by Lilac Mom
In addition, Lilac's mother also wrote in an article: "Some mother and baby shops are simply "parenting rumor distribution centers" and "flickering money to cheat the hardest hit areas", once parents walk in, it is difficult to walk out empty-handed... Of the ten old mothers and fathers who entered the store, at least eight would be tricked... How to prevent yourself from being pitted and protecting your wallet and ear roots? The key is – talk less or say to the shopping guide, 'Thank you, I'm a medical student'. ”
Source: Lilac Mom[2]
At the same time, the four major routines of the mother and baby store were taken stock. Among them, Lilac Mother posted a "popular science poster" from the mother and baby shop, which reads "Bao Mom needs to know, every newborn baby, 15 days after birth to supplement vitamin D3, full moon calcium supplement, 4 months iron supplementation, 6 months zinc supplementation, 0-3 years old one pill of DHA per day, the first mouthful of probiotics at birth, the replacement season must supplement egg yolk globulin."
And it said: "With the poster is a variety of clever flickering, in fact, in general, the only thing the baby needs to supplement is vitamin D, full-term birth of the baby, if it is breastfeeding-based, 4 months can also start preventive iron supplementation, according to the weight of 1mg / kg liquid iron supplement per day, other are not necessary." ”
Admittedly, the instructions listed by the mother and baby shop may not be accurate, but it is not completely empty. In addition to vitamin D and iron, which were affirmed by clove mothers, in fact, according to the "Reference Intake of Dietary Nutrients (DRIs) for Chinese Residents (2013 Edition)", it is recommended that babies aged 0-36 months should consume 100mg of DHA per day.
It cannot be denied that the best source of DHA is breast milk, but it should be clear that additional DHA supplementation may be considered in cases where breastfeeding is not possible or breast milk is insufficient, or when the baby is struggling to ensure adequate intake of DHA in complementary foods.
Source: Mother and Baby Frontier 2021 China Star Trend Store Selection
It is worth saying that the current mother and baby shops are actually seriously underestimated. Because under the consumption upgrade and information breaking wall, the traditional thinking concept and operation mode have not been able to keep up with the changes in the industry, more and more mother and baby stores are actively transforming and upgrading, taking user needs as the center, quickly learning professional knowledge and innovative gameplay, such as learning precision nutrition, learning live broadcasting, learning community, creating personal IP, doing video numbers, doing short videos, doing KOLs, doing KOCs, using all Internet tools to empower themselves, using quality, professionalism and services to enhance consumers' sense of experience, and then promote the improvement of store efficiency.
Some insiders have said: "Many doctors and nurses do not know that children are going to supplement iron for 4 months, on the contrary, the mother and baby shop owners we train are more aware of nutrition and are more professional." This is because the current brand side of the product is actively responding to the B-end to solve the C-end service problem, and increase investment in product research and development, terminal services, empowerment tools and so on. ”
Some mother and baby store owners have also felt that : "Now the general trend of mother and baby stores is no longer a simple sale, many store owners have gone out to learn professional nutrition knowledge and parenting methods, each customer who arrives at the store we will not give them a chance to sell products, we will have a deep understanding of the customer's physique, combined with the medical report provided by the customer, and then go to nutritional adaptation." Therefore, the mother and baby store now sells not only products, but more importantly, high-quality service experience. ”
Rice cake mom, dad evaluation and other big V have "overturned"
If the professionalism of Lilac Mother has aroused doubts from insiders, then the well-known mother and baby KOL Rice Cake Mother is completely "overturned" in the minds of the public. According to public information, the rice cake mother shared parenting knowledge and could afford to be home by writing articles, relying on the big IP of founder Li Danyang, and established a good degree of trust and recognition with users, and later realized through the mother and baby e-commerce business.
However, it should be noted that in the development process of rice cake mothers, they have been deeply involved in the quagmire of pseudo-science popularization, plagiarism, and selling fake and shoddy products. It is reported that in 2015, the rice cake mother platform released "Babies can't wear sunglasses? Are you responsible for the broken eyes?! ", was identified by the Weibo ID "Ophthalmology Little Superman Lao Liang" without his permission, copied a large section of his "Infant Sunscreen, don't forget to wear sunglasses".
"My profession is ophthalmologist, so popular science is a common disease of vision development and ophthalmology. Medical students majoring in endocrinology will not practice ophthalmology, do not understand ophthalmology how to write children's sunglasses science? And also copied wrong, the color of infant sunglasses is generally level 3, I consulted the optometry theory, the American Optometry Society, the American Association of Ophthalmologists, the American Pediatric Ophthalmology and Strabismus Association website, no one agrees that infants and young children should wear gray sunglasses! And the rice cake mom recommended gray in her kopp, which is also the main reason for my anger. You can buy it on behalf of You! Don't mislead parents! Ophthalmology Little Superman Lao Liang said.
Not only that, many other articles of the rice cake mother, such as "[Toddler Shoes] How to Choose a Good Pair of Shoes for The Baby", sleep science articles have also been exposed to adapt or copy Weibo ID Qiuli without permission, small soil and large orange science content.
In terms of popular science content, the mother of rice cakes once posted: "The yogurt that the baby drinks should be picked like this: 1. The protein content is higher than 2.3g/100g, the higher the better; 2. The carbohydrate is less than 12g/100g, the lower the better." It is best not to add additional sugar; 3. The ingredient list is best to have only raw milk + strains.
Then some netizens pointed out: "All qualified yogurt products on the market > 2.3, which is about 2.3 is a nonsense, just like saying that the filter of eggs is chicken raw." ”
At present, the rice cake mother has also realized traffic realization, but the recommended products, product sources, and product quality have been questioned by many. Earlier, the rice cake mother posted a document saying: "Many pediatricians will recommend that babies who are seriously picky eaters cause malnutrition or have a risk of malnutrition to eat this nutritional powder - Abbott Xiao'ansu. It is a nutritional powder specially designed for babies aged 1 to 10 years who are malnourished or at risk of malnutrition. ”
However, it should be clear that Xiao'an su belongs to the formula food for special medical purposes, not a medicine, but it is not an ordinary food eaten by normal people, and this type of food must be used under the guidance of a doctor or clinical nutritionist.
"The product contains 7.5 g of sucrose per 100 ml, and the recommended intake for 1-year-old children is 225 ml/time, twice a day. It will provide 34g of sucrose, which is much more than the currently recommended use for children of this age. In fact, this shake offers more recommended sugar use than the recommended portion size for all ages, and it's not a good choice for children. "The well-known mother and baby blogger Milk Bully knows Kop Dao.
In terms of products, the milk powder supplement supplier "Hangzhou Xiaojian Trading Co., Ltd.", which is cooperated by the rice cake mother, was also exposed to not contain the sales qualification of infant formula milk powder, and its operation of non-Chinese label milk powder and complementary food are suspected of violating the law. Many netizens also pointed out that the after-sales service of rice cake mother is very poor.
Similarly, recently, the evaluation of popular science self-media "Dad Review" has a deep influence in many fields such as daily chemicals, beauty, mother and baby, food and electrical appliances, but it was recently exposed in a lawsuit that it was "a fee cooperation with the sampling brand"!
It should be known that since the operation of the dad evaluation, it has been declared that "refuse to accept samples from manufacturers, suppliers and sellers, refuse to accept manufacturers, suppliers and sellers to pay the testing fee or pay the fee in various forms..." Perhaps because of the previous convincing, the dad evaluation platform and its founder Wei Wenfeng fell into an unprecedented crisis of trust after this incident, and the public has questioned its content and recommended products.
In summary, whether it is Lilac Mother or Rice Cake Mother, or other self-media and big V accounts, the various information conveyed is not absolutely authoritative and completely correct, and consumers should retain their ability to think independently in order to learn more details of the truth.
It needs to be clear that the premise of maternal and infant science is not to lose the rigor too much, to understand evidence-based, and whether it is the big V in the online maternal and infant field, or the offline physical store, it is for maternal and infant consumers to serve, and the industry needs to prosper in order to develop benignly.