在内蒙古额尔古纳市的一家商铺里，韩冰（化名）正在整理货架上琳琅满目的白桦树饮品。"去年开始 卖桦树汁后，很多游客专门来尝鲜。"她告诉《每日经济新闻》记者，当地产的180毫升原液是店里的热 销款，售价12元。 这种带着木质清香的微甜饮品，在都市被包装成"中产水"——距离额尔古纳3000多公里外的城市特卖店 内，促销的白桦树汁也卖到了每升21元，比进口椰子水if品牌还贵50%。 《每日经济新闻》记者调查发现，曾经鄂温克族人用桦皮桶采集的天然饮品，如今被装进现代化生产 线，在主播们卖力吆喝的"解酒神水""抗疲劳神器"宣传中身价倍增。 随着农夫山泉、汇源、大窑等饮料巨头相继布局，白桦树汁这一细分市场正在快速扩张。不过，由于缺 乏统一标准——从原料采集到终端销售，从功效宣传到价格体系，整个产业链亟待规范。 销售火爆：线上线下双渠道爆发，主播带货背景变身"移动白桦林" 在韩冰家经营的商铺内，林林总总的白桦树饮品摆满货架，除了常见的白桦树汁，还有白桦树原液和浓 缩液。 内蒙古大兴安岭地区以其原始白桦林闻名，距离额尔古纳市40公里，一片绵延7000公顷的白桦林，是大 兴安岭地区面积最大、形成年代久远的天然原始白桦林带。 作家 ...

Core Insights - The white birch juice market is rapidly expanding, driven by increasing consumer interest and marketing efforts, particularly through online platforms and live streaming [1][4][12] - Major beverage companies, including Nongfu Spring and Huiyuan, are entering the white birch juice sector, indicating its potential as a lucrative niche market [1][13] - The lack of standardized regulations across the industry raises concerns about product quality and authenticity, as many brands may dilute their products or use additives [12][14] Market Dynamics - Sales of white birch juice are booming both online and offline, with live streamers promoting it as a trendy health drink [2][4] - The price of white birch juice is significantly higher than that of imported coconut water, with a reported price of approximately 21.6 yuan per liter, which is about 50% more expensive [12] - The primary harvesting season for white birch juice is from April to May, with a current annual harvesting capacity of around 580 million tons in Heilongjiang province [16][12] Consumer Perception - Consumers are drawn to white birch juice due to its unique taste and purported health benefits, although many claims regarding its medicinal properties remain unverified [6][10] - The marketing of white birch juice as "liquid gold" has contributed to its appeal, but there are concerns about the authenticity of these claims [6][12] Regulatory Environment - There is currently no national standard specifically for white birch juice, leading to inconsistencies in product quality and labeling [12][14] - A new group standard for natural white birch juice has been proposed, which aims to ensure that products contain no additives and retain their natural properties [13] Environmental Concerns - The sustainability of white birch resources is under scrutiny due to climate change, which poses risks to the long-term viability of harvesting practices [15][21] - Recent regulations in Heilongjiang province aim to manage the collection of birch sap to prevent overharvesting and ensure sustainable practices [21]