辉山牛奶推出白桦轻乳，白桦树汁要从小众走向大众？

Core Viewpoint - The introduction of the new product "Birch Light Milk" by Huishan Dairy, which combines birch sap, honey, and high-quality milk, highlights the growing popularity of birch sap in the beverage market and the establishment of industry standards for this niche product [1][5][10]. Group 1: Product Introduction and Market Position - Huishan Dairy's "Birch Light Milk" is made from Northeast birch sap, honey from Changbai Mountain, and high-quality milk from its own pastures, emphasizing health and taste with a reduced sugar formula [5][11]. - The product was launched in April 2024 and is currently available nationwide through e-commerce platforms, although it is not yet sold in physical stores in Beijing [5][6]. - Birch sap has gained traction as a trendy beverage, with increasing consumer interest driven by its perceived health benefits, leading to a surge in brands entering the market [3][4][11]. Group 2: Industry Development and Standards - The birch sap industry is evolving, with the establishment of a group standard for "Natural Birch Sap" set to take effect on May 17, 2025, which aims to regulate product quality and labeling [10][12]. - The birch sap industry in Heilongjiang Province is supported by local government initiatives, with plans to invest 700 million yuan to boost the industry's output value to over 1.5 billion yuan [6][11]. - The market currently features numerous brands, with "Linyuan Spring" leading in sales, surpassing major brands like Coca-Cola in the beverage category on platforms like Douyin [10][11]. Group 3: Market Challenges and Future Outlook - Despite the growth potential, the birch sap market faces challenges such as inconsistent product quality and exaggerated health claims, necessitating the new industry standards to ensure orderly development [11][12]. - The entry of established brands like Huishan Dairy is expected to enhance competition in the birch sap market, potentially attracting more significant players and investment [11][12].