有限的采集手段和采集时间并没有阻挡白桦树汁在全国范围内走红。从事白桦树汁饮品开发的哈尔滨园 有风林业有限公司总经理李学锋认为，白桦树汁走红背后主要有两大推力，一是消费端对天然、零添加 健康产品的需求在持续累积，二是直播电商强大的精准触达目标人群的能力。 在部分电商平台上，不少商家将养生作为白桦树汁饮料的主要卖点。有相关研究显示，白桦树汁中含有 微量的葡萄糖、果糖、氨基酸，以及白桦三萜类活性物质。今年5月，中国营养保健食品协会发布的 《天然白桦树汁》团体标准中也明确白桦树汁中存在上述成分。 虽含有一定营养物质，但知名科普作家、营养师顾中一介绍，白桦树汁中99%左右都是水，目前检测到 的微量元素含量过低，对人体健康没有太大意义。科信食品与健康信息交流中心副主任阮光锋也表示， 正规白桦树汁产品可以饮用，但正常饮用量下，其不具有特殊功效。 （文章来源：科技日报） 透明似水的外表、清甜甘冽的口感，刚刚过去的这个夏天，小众饮品白桦树汁悄然走红，出现在各大商 超的货架上。不少商家为其贴上养生标签，宣称具有抗炎、抗老、解酒等多种功效，迎合了许多消费者 对天然健康饮品的需求。 白桦树汁是白桦树的汁液。作为桦木科桦木属落叶乔木， ...

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]

Core Insights - The birch sap industry is experiencing significant growth, attracting major players and being labeled as the next big product [1][2] - There are numerous issues within the industry, including false advertising and product quality concerns, which hinder healthy development [1][7] - The introduction of industry standards and the formation of alliances may help eliminate low-quality products and promote market regulation [1][9] Industry Competition - Major brands like Nongfu Spring and Huiyuan are entering the birch sap market, each adopting different strategies to capture market share [2][3] - Pricing strategies vary significantly among brands, with some products priced as high as 24.67 yuan for 320ml, while others are as low as 2.45 yuan for 220ml [3][4] - The price disparity is attributed to differences in production methods, packaging materials, and marketing strategies [4][7] Marketing and Consumer Concerns - Over-marketing and exaggerated claims about health benefits are prevalent, leading to regulatory scrutiny and penalties for some brands [5][6] - Consumer complaints about product quality and misleading labeling have been reported, indicating a lack of transparency in the market [6][7] - The industry faces challenges from counterfeit products and misleading marketing practices, complicating consumer choices [7][8] Standards and Regulations - The absence of national standards for birch sap has been identified as a major barrier to quality development in the industry [8][9] - Recent initiatives have led to the establishment of group standards and alliances aimed at improving product authenticity and quality [9][10] - The effectiveness of these standards and alliances in regulating the market will depend on enforcement and compliance by industry players [10]

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]

在健康饮品市场蓬勃发展的当下，白桦树汁这一小众饮品正逐渐成为饮料行业的新宠。2025年夏天，白 桦树汁市场迎来众多巨头的加速布局，为这一领域注入了强大的发展动力。 巨头纷纷入局 市场加速扩容 今年7月初，农夫山泉母公司养生堂有限公司在山姆渠道推出白桦树汁饮料，主打"100%天然原汁"，强 调原料产自大兴安岭高寒地区。此前，北京汇源饮料食品集团有限公司（以下简称"汇源"）已于6月推 出NFC白桦树汁，汇源在其官网介绍称，新品源自内蒙古大兴安岭的白桦树汁产业园，在生产环节采用 NFC（非浓缩还原）原液锁鲜技术以保留活性成分。 作为近两年植物饮料行业最火的品类，白桦树汁成功切入健康风口，成为中产的新宠。但由于市场处于 培育初期，品牌野蛮生长，出现了很多过度营销的乱象。詹军豪指出，白桦树汁领域在发展过程中仍存 在诸多问题，产品功效缺乏权威医学研究支持，存在夸大宣传现象。此外，保鲜技术难题导致产品品质 不稳定，以及市场竞争激烈，低价竞争可能引发"劣币驱逐良币"等。 广东省食品安全保障促进会副会长朱丹蓬对《证券日报》记者表示，白桦树汁所谓的功能性，目前还没 有临床的数据，或者科学的研判去支撑，很多都是资本炒作出来的产物。 ...

Core Insights - Birch sap is emerging as a new trend in the beverage industry, attracting major players like Huiyuan and Diao Yao to enter the market [1][2] - The industry is experiencing rapid growth, with a significant increase in search interest and product offerings, but faces challenges such as quality inconsistency and misleading advertising [3][9] Company Developments - Huiyuan has launched NFC (Not From Concentrate) birch sap, sourced from its own forest management company, priced at approximately 5.99 yuan per 200ml bottle [2][5] - Diao Yao has introduced birch sap soda, leveraging a unique product form to differentiate itself in a market with limited offerings [3][4] - The birch sap market is seeing a variety of brands, including Lin Yuan Chun and Quan Yang Quan, with Lin Yuan Chun reportedly selling nearly 100 million yuan worth of product in four months [3][10] Industry Trends - The birch sap sector is currently characterized as having "categories without brands," indicating a lack of dominant market leaders despite consumer awareness of the product category [4][9] - The introduction of the "Natural Birch Sap" group standard aims to regulate the industry, addressing issues of quality and misleading claims [9][10] - Prices for birch sap products are decreasing, with some brands reducing prices compared to earlier this year, indicating a competitive market environment [11]