树立正确理念提振消费信心——谈白酒科学消费（一）

Establishing a Correct Perspective to Boost Consumer Confidence ——On the Science of Baijiu Consumption（Part 1）

目前，白酒消费乏力。我们的研究发现，这是由酒科学消费链不完善引致的。这一发现，我们在上期《酒业博览》杂志上发表后，立即引起了广大消费和生产经营者的关注和共鸣。如何理解和推动科学消费，又有企业老总来问，特将一些感悟择录共享：

In recent times, the baijiu market has experienced a marked decline in consumption. Our research indicates that this slump stems from a fragmented scientific consumption chain within the alcohol industry. This insight, shared in the latest issue of Alcohol Industry Review, has resonated widely with both consumers and industry leaders alike. As inquiries about fostering scientific consumption continue to arise, I offer the following reflections.

时下，健康是人追求的第一需要。深究消费下行，我们发现也有一段时间来，不乏很多医学杂志片面报导“喝酒有害健康”的原因有关。

Today, health is the foremost priority for consumers. A closer examination of the recent decline in consumption reveals that the persistent narrative in many medical journals—claiming that “drinking is harmful to health”—has contributed significantly to this trend.

我们知道，人任何一种行为选择，对很多方面都会有影响。这种影响有对人正的收益，也可能有一定的负损失。不同的人，不同时刻，不同场合，对精神和物质的需求是不同的。计算影响的收益和损失，应该与不同的需求目标相比较，包括对人的精神和物质两个方面得失的比较。

Behavioral choices invariably influence various aspects of life, yielding both positive rewards and potential drawbacks. Different individuals, in different circumstances, seek varying degrees of spiritual and material fulfillment. Thus, an assessment of the impact of alcohol consumption should consider both gains and losses relative to diverse objectives.

我们的研究表明，酒既是物质产品，也是精神产品；既是生活消费品，有时也是一种医疗和保健品，甚至还可能是治病的必须品。

Our findings underscore that alcohol serves as both a tangible product and a vehicle for emotional expression. It functions as a consumer good and, on occasion, as a therapeutic agent.

从精神产品的角度，人们喜怒哀乐少不了饮酒。生死离别、婚姻嫁娶、朋友聚会，为减少痛苦，为喜庆欢乐，都需要酒来调节人的情感需要，这是人精神生活的重要方面。并且有时这种精神生活的需要，比物质生活还重要。通常，人如悲痛欲绝，生不如死，有人会去吃强镇静的药物。这些药物对人一般都有持续依赖性。这个时候，白酒就成了最好的替代品。大醉之后，一觉醒来，大痛过去，痛苦慢慢缓解，又不会造成药物依赖，自然喝酒就成了最好的一种选择。

In the tapestry ofhuman experience, alcohol plays a role in moments of joy, sorrow, and celebration—essentially fulfilling emotional needs during pivotal life events, such as partings in life and death, marriages and weddings, gatherings of friends”. This spiritual necessity often eclipses material considerations. For instance, individuals grappling with profound grief might resort to powerful sedatives, which can lead to dependency. In such instances, baijiu often emerges as a preferable alternative: a heavy drink may facilitate a temporary escape from pain, allowing individuals to awaken with their suffering somewhat alleviated, without fostering a reliance on pharmaceuticals.

人通常应对自己的行为选择，作出具体的得失评价，才能把握住正确的理念。现实中，人长期饮酒可能对肝脏器官有一定的损害，但这个人肝脏的功能如果非常好，而腿脚功能却非常不好，这就要综合进行得失评价了。如用酒泡药，经常饮用，会舒经活血，治疗和保健腿脚健康。这时腿脚健康的“得”，就会远远大于对肝脏可能的“失”。这种评价，就会引导我们更多的饮酒。

To navigate the complexities of consumption, individuals must evaluate the specific benefits and drawbacks of their choices. While chronic alcohol consumption can indeed strain liver function, a well-functioning liver coupled with physical limitations elsewhere necessitates a holistic assessment. Using alcohol medicinally, for instance, can improve circulation and leg health. Here, the benefits to physical health may far outweigh any potential detriment to liver function, encouraging greater consumption.

再就是，对不同年龄段的人来说，对喝酒的正负收益的需求比较是不一样的。我们的研究表明，适量饮酒能提高人脑的胞膜电位，提升人脑交叉神经的反应速度，防止老年痴呆。喝酒对人体产生的一些微不足道的机能负损失，相对于老年痴呆来说，应该是利大于弊，是很值得去提倡更多的饮酒的。

Moreover, the relationship between alcohol consumption and age reveals differing perceptions of its benefits and risks. Research indicates that moderate drinking may enhance neuronal membrane potential, improve the responsiveness of neural circuits, and potentially stave off dementia. In this context, the negligible losses associated with drinking are outweighed by the significant cognitive benefits, making a case for moderation.

更有些人，由于追求饮酒欢愉的精神生活，反过来促进了人体自身免疫力的提升，增强了人抵抗酒精负作用损害的能力，促进了人体更多的正收益，更是一件大好的事情。

Interestingly, the pursuit of joyous drinking experiences can, paradoxically, bolster immune function, enhancing resilience against the adverse effects of alcohol—an outcome that is decidedly positive.

另一方面，我们说人与机器一样，也应该有自身的功能价值评价。按照功能价值学的理念，任何机体分部功能设计，不应该有与其它分部功能生命周期相比较的富余寿命，这是功能价值的最优设计目标。就象一辆汽车，当它的发动机不行的时候，底盘也基本不能用了，这是价值功能设计的最佳状态，也是资源配置逐渐逼近帕累托最优的方向，是经济和管理学要实现的终极目标。等等这些理性的思维，创新的研究，总是会不断推动人类社会进步和发展的。

Similarly to machines, humans should also engage in functional value assessment. According to functional value theory, the design of any component should align its lifespan with that of other components—a principle reflecting optimal design. Consider a car: when the engine fails, the chassis becomes virtually redundant. This scenario illustrates the ideal state of functional design and the trajectory toward Pareto optimality, the ultimate goal of economics and management. Such rational thinking and innovative research are essential drivers of societal progress and development.

特别是，随着人们对客观存在的认识手段更加先进，认识视角的更加科学，认识目标的更加精准，相信我们一定能够揭示出更多的，目前人们还未知的饮酒的科学本质。喝酒在一定情况下，更加有利于人健康的理念，也会不断被人们所认识。科学消费，正确消费，对酒消费市场的提振力，也一定会越来越强大。

As understanding of the objective nature of reality becomes increasingly sophisticated, and as our perspectives grow more scientifically grounded, we are poised to uncover the unknown scientific aspects of alcohol consumption. The idea that drinking can be beneficial to health will gradually gain wider acceptance. A commitment to scientific and informed consumption is likely to invigorate the baijiu market in the years to come.

陈泽明博士后

2024年11月2日于复旦

By Postdoctoral Researcher Chen Zeming

November 2, 2024, at FudanUniversity