Group 1: Beverage Market Dynamics - The beverage market is undergoing intense adjustments, with Danone reporting a 9.9% year-on-year sales growth in its China, North Asia, and Oceania region, reaching €936 million (approximately RMB 7.776 billion) in Q1 2025 [1] - Danone's water and beverage segment in the CNAO region saw a 10.2% increase in sales to €176 million (approximately RMB 1.462 billion), with the majority of revenue coming from the "Pulse" brand [1] - Eastroc Beverage's electrolyte water product "Bushi La" experienced a remarkable 261.5% year-on-year sales growth, reaching RMB 570 million in Q1 2025, with an annual target of RMB 3 billion [2] Group 2: Competitive Landscape - The packaged water market, a key segment for major players, is contracting, with Nongfu Spring reporting a 21.3% decline in revenue to RMB 15.95 billion in 2024, reducing its market share from 47.5% in 2023 to 37.2% [3] - China Resources Beverage's revenue from packaged water also fell by 2.6% to RMB 12.124 billion in 2024, with a significant decline of approximately 8.7% in the second half of the year [3] - Other beverage categories are helping to offset losses, with Nongfu Spring's tea beverage revenue increasing by 32.3% to RMB 16.75 billion, now accounting for 39.0% of total revenue [4] Group 3: Strategic Shifts - Beverage giants are increasingly focusing on multi-category development in response to market changes [5]

自今年2月下旬流传的"麦当劳麦辣鸡翅将恢复裹粉"的传闻终于落地。本周，麦当劳中国宣布麦辣系列回归手工裹粉， 麦辣鸡腿汉堡和麦辣鸡翅恢复餐厅现场裹粉制作。 4月中旬，麦当劳小红书账号宣布，将在部分地区发起"戴头饰"到门店免费领鳞片麦辣鸡翅的活动。 据悉，为配合"手工裹粉，有鳞魂"的麦辣系列（McSpicy）宣传，麦当劳还与潮流品牌 CLOT再度合作，推出新周边、 限定产品包装、专属员工制服。目前已有约1000家麦当劳餐厅的员工换上了主题制服、方巾和围裙。 另据了解，今年2月，麦当劳"CFC无笼好鸡"广告引起餐饮行业热议后，有竞品在广告中强调自家产品"好炸鸡有鳞 片"、"100%手工裹粉"。 2月下旬，包括江苏、上海在内的部分用户指出，麦当劳门店已开始进货并安装裹粉需要的原料和设备，部分门店的 麦辣鸡翅也逐渐恢复现裹粉。 4月上旬，有更多用户发帖预告，自4月22日起，大部分门店将回归裹粉鸡翅，餐厅也已进行了标准化培训。彼时还有 湖南、辽宁的部分员工账号公布了所在门店后厨里，各环节员工协作参与裹粉、油炸制备的的视频、图片。 4月26日起，消费者还可以满额加价的方式获得限量周边——CLOT"荆棘鳞魂"托特包。5月3日 ...