Countries around the world have been competing to encourage milk drinking for nearly a hundred years, and looking back with a cold eye, it’s more of a top-level marketing design by milk traders, followed by irrational government behavior through lobbying and carpet-bombing of advertisements. Since the 1990s, China has seen a surge in large-scale milk popularization and milk and dairy product promotions from the top down, and the Chinese dairy industry has entered a period of super-rapid development. The swill milk scandal in the US 150 years ago was blamed on a massive influx of capital eager to boost the supply of milk in the New York market by a quarter in a few years to satisfy a huge consumer base that had been cultivated in advertising campaigns. In China over the last 20 years, milk has been pushed to the embarrassing state of being unbearable for milk itself due to extensive over-promotion on a commercial level and from a scientific perspective, at one point crushing the scientific propaganda of breastfeeding to the point where it was barely breathing, and in the midst of all the highs and lows it has become a panacea for young and old alike, almost synonymous with health protection and modern life. Milk marketing in China has undoubtedly succeeded in replicating the successful history of other countries, but there are two sides to the coin, and consumers naturally have higher and higher expectations during this advertising and cultivation process, idealizing and perfecting milk’s nutritional value while also rightfully hoping that cheapness and quality will become a natural attribute of the product. In order to capture the market, catering to consumer choice, Chinese dairy companies in the pure milk sales were once running at a loss, the reputation in fact difficult to live up to all the hidden worries in the low price strategy is more prominent. When health has been synonymous with milk, milk has been just like health, China’s dairy enterprises should also thoroughly understand the simple truth that speed is not enough, look down, understand the different consumer groups on the quality of milk suggestions and expectations, with more than the market publicity of the sincerity of the heart and consumer exchanges and communication, to change the precariousness of the current “danger” for the “opportunity” to win! The “opportunity” to win, and establish the confidence of consumers to rationally “eat” domestic dairy products. Consumers should also be considered in the psychological state of an adjustment to the milk of hope to scientific rigor, with a healthy scientific mind to treat milk such a common food. In fact, for example, some time ago on the microblogging exceptionally hot, retweeted tens of thousands of senior cows rely on hormone milk production events, the 1990s the U.S. Food and Drug Administration (FDA) approved the use of artificial bovine growth hormone to produce more milk. However, all intensive and industrialized dairy farming is invariably bound to go down the road of no return of using exogenous forces, such as New Zealand’s regular use of hormones to synchronize cows’ estrous periods. If there is no intervention of exogenous forces, cows are in a free-range state, milk production can not be guaranteed. At present, China needs to conduct further scientific research on the problems encountered in the industrialized production of milk, as well as risk assessment on the use of hormones, so as to formulate scientific standards for testing and residue levels. For consumers, more use of skim milk, do not get lost in the milk calcium, milk, milk and other milk to increase the phantom of all-powerful can not be extricated, can be rational and moderate consumption. This moderate moderation also gives dairy companies possible space and time to concentrate on starting from the source, improve milk quality, dairy companies and consumers are in peace and rationality in hand from all kinds of food safety risks that may exist. Finally, I would like to emphasize that the milk from the altar of advertising and publicity, after the change of heavy make-up for light, is just a relatively balanced nutritional common food, that’s all, is not a sufficient condition for human health, but also not a necessary condition, do not have to have a tendency to milk cult, and do not have to exaggerate the possible risks, with the ordinary heart to treat the milk, the milk can be a variety of other foods complement each other for the people of the country! Milk can complement other foods and contribute to the health of the nation.