Core Viewpoint - The article discusses the rising popularity of birch sap as a trendy health drink, highlighting its nutritional claims and the influx of major beverage companies entering the market despite skepticism about its health benefits [5][7][20]. Market Overview - Birch sap, priced between 8 to 30 yuan, with some premium products reaching over 50 yuan, has seen a surge in sales, exceeding 100 million yuan in revenue within a year [5][8]. - Major brands like Nongfu Spring, Huiyuan, and Yuanqi Forest have launched their own birch sap products, indicating a competitive market landscape [7][17]. Nutritional Claims - Birch sap is claimed to contain 17 amino acids, 8 trace elements, and various polyphenols and flavonoids, marketed as a "liquid gold" with health benefits such as anti-fatigue and detoxification [7][10]. - However, some experts argue that the actual health benefits are overstated, with the drink primarily serving as a hydration source [12][21]. Consumer Perception - Consumer feedback is mixed, with some praising its taste and health benefits, while others criticize it as merely sweetened water with minimal health effects [10][12]. - The market's current demand is driven by a trend towards natural and health-oriented beverages, as consumers shift away from sugary drinks [20][24]. Industry Dynamics - The cost of birch sap has increased from approximately 1,700 yuan per ton to 6,000 yuan per ton, leading to inflated product prices and concerns about quality control among various brands [20][21]. - The entry of large companies into the birch sap market is motivated by the potential for high profit margins and alignment with health trends, despite challenges in raw material supply and sustainability [21][24]. Future Considerations - The sustainability of birch sap sourcing is a concern, as increased demand may threaten local ecosystems and product quality [23][26]. - For long-term success, brands must focus on product innovation, quality control, and responsible marketing, moving away from exaggerated health claims to ensure a stable market presence [26].

Core Insights - The birch sap beverage has gained popularity in China, particularly in supermarkets, due to its perceived health benefits such as anti-inflammatory and anti-aging properties, aligning with consumer demand for natural health products [1][2] - Birch sap is primarily sourced from the birch tree, which is commonly found in high-latitude cold regions, especially in Northeast China, where traditional collection methods involve drilling holes in the tree trunk [1] - The collection of birch sap is time-sensitive, with specific guidelines established in the "Management Measures for Birch Sap Collection" released in March, indicating optimal collection times based on temperature and tree growth stages [1] Industry Dynamics - The rise in popularity of birch sap is driven by two main factors: the increasing consumer demand for natural, additive-free health products and the effective targeting capabilities of live-streaming e-commerce platforms [2] - Many merchants on e-commerce platforms emphasize the health benefits of birch sap, highlighting its content of trace elements like glucose, fructose, and amino acids, as well as birch triterpenes [2] - Despite its nutritional components, experts indicate that birch sap is composed of approximately 99% water, and the trace elements present do not significantly impact human health, suggesting that while it is safe to consume, it does not possess extraordinary health benefits [2]

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]

Core Insights - The birch sap market is rapidly growing, with major companies accelerating their entry into this niche beverage sector by summer 2025 [1][2] Group 1: Market Expansion - Major players like Nongfu Spring and Huiyuan have launched birch sap products, emphasizing natural ingredients sourced from high-quality regions [2] - Over 20 companies, including China Agricultural Reclamation Group, have introduced birch sap products, with significant sales on e-commerce platforms, such as Douyin, where sales reached 1.2 billion yuan in the first half of 2025, marking a year-on-year increase of 834.8% [3] - The trend towards natural and healthy beverages is driving consumer interest in birch sap, aligning with the broader consumption upgrade [3] Group 2: Industry Challenges - The birch sap industry faces challenges such as exaggerated marketing claims and a lack of authoritative medical research supporting product efficacy [4] - Issues with product quality stability due to preservation technology and intense market competition may lead to detrimental pricing strategies [4] Group 3: Standardization and Quality Control - The implementation of the "Natural Birch Sap" group standard on May 17, 2025, provides a scientific definition and quality benchmarks for birch sap, addressing previous regulatory gaps [5] - This new standard is expected to enhance the industry's quality control and support high-quality development through quantifiable metrics [5]

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]