全球饮品市场迎来"新变量"。 白云山（600332）8月15日披露的2025年半年报印证了这一趋势。财报显示，2025年上半年王老吉大健 康公司主营业务收入达到64.99亿元，同比增长8.38%，主营业务利润与净利润均实现双位数增长，分别 为12.69%和15.87%。这得益于王老吉持续深挖大健康产品增量，不断强化传统渠道终端网点覆盖、推 进四大头部餐饮平台深度合作提升餐饮渠道渗透率，以瓶装推广加速抢占即饮市场，并通过创新产品、 挖掘品类潜力，培育第二增长曲线。此外，王老吉加大品牌投入，强化年轻消费者沟通，今年不仅赞助 了《歌手2025》、独家冠名《披荆斩棘2025》，以系列高势能综艺强势刷新品牌曝光，还签约当红演员 张凌赫为品牌全球代言人，不断释放品牌价值。 现场，张凌赫也发来祝贺视频，表示"未来我将和王老吉一起，向全球推广来自中国的天然植物饮料， 传递东方健康理念。" 发布盛典现场，中国知名线下零售监测机构马上赢发布了《植物饮料:破局新机会 锚定新趋势》报告。 北京马上赢网络科技有限公司饮料行业总监孔庆宇分析了中国饮料市场发展趋势，指出健康需求正深刻 重塑品类格局，以植物饮料为代表的健康饮品加速崛起。 根 ...

Core Insights - The white birch sap industry is experiencing rapid growth, with major brands entering the market and competing aggressively, leading to a chaotic environment characterized by price discrepancies and marketing exaggerations [1][3][7] Industry Overview - White birch sap, referred to as "liquid gold," is gaining traction as a potential new product category, with various brands like Nongfu Spring and Huiyuan launching their versions [1][3] - The market is seeing a surge in sales, particularly on platforms like Douyin, where sales reached 1.2 billion yuan in the first half of the year, marking a year-on-year growth of 834.8% [7] Competitive Landscape - Major players are adopting different strategies: Nongfu Spring's Yanshengtang targets high-end channels with a price of 8.6 yuan for 300ml, while Huiyuan offers a lower price of 5.99 yuan for 200ml [3][4] - Price variations among brands are significant, with some products priced up to ten times higher than others, reflecting differences in production methods and marketing claims [4][6] Marketing and Consumer Concerns - There are widespread issues of false advertising and product quality, with reports of products being misrepresented as 100% birch sap when they contain additives or are diluted [8][9] - Complaints from consumers highlight the prevalence of misleading marketing practices, including exaggerated health claims and product quality discrepancies [8][9] Standardization Efforts - The establishment of industry standards is underway, with organizations forming alliances to promote quality and authenticity in the white birch sap market [10][11] - Recent initiatives include the introduction of group standards for natural birch sap, although there is still a lack of national standards, which poses challenges for quality assurance [10][11] Future Outlook - Experts suggest that the industry's growth and the establishment of standards could help mitigate the current chaos, but effective implementation and adherence to these standards will be crucial for long-term success [10][11]