风口上的乳饮|白桦树汁火热的另一面：巨头入局与标准真空

Core Insights - The birch sap industry is experiencing significant growth, attracting major players and becoming a potential new hot product in the beverage market [2][3][4] - The market is characterized by intense competition among established brands and new entrants, each employing different marketing strategies and pricing models [4][5] - There are prevalent issues of false advertising and product quality, with many brands exaggerating health benefits and misrepresenting product contents [6][7][8] Industry Dynamics - Major brands like Nongfu Spring and Huiyuan are entering the birch sap market, with products emphasizing natural ingredients and innovative preservation techniques [3][4] - Pricing strategies vary widely, with some brands offering products at significantly lower prices, leading to a price disparity of up to ten times between the highest and lowest priced birch sap products [4][5] - The emergence of a "truth alliance" and the introduction of industry standards aim to address quality issues and promote healthier competition within the market [9][10] Marketing and Consumer Behavior - The birch sap category on platforms like Douyin has seen explosive growth, with sales reaching 1.2 billion yuan in the first half of 2025, marking an increase of 834.8% year-on-year [6] - Over-marketing and misleading claims about health benefits have led to regulatory scrutiny, with instances of brands being fined for false advertising [6][7] - Consumer complaints highlight issues with product authenticity and quality, indicating a need for better regulation and transparency in the market [7][8] Regulatory Environment - The lack of national standards for birch sap has been identified as a significant barrier to quality development, prompting the establishment of group standards and industry alliances [9][10] - Recent initiatives include the introduction of guidelines for the definition and authenticity of natural birch sap, aiming to improve product quality and consumer trust [10][11] - Experts emphasize the importance of effective enforcement of these standards to shift the market focus from price competition to quality competition [11]