太突然！曾获比尔·盖茨投资，知名品牌退出中国，浙江工厂不到5年就停产，经销商称“现在卖的是库存和美国进口品”

Core Viewpoint - Beyond Meat, known as the "first stock of plant-based meat," has quietly closed its flagship stores on major e-commerce platforms in China, indicating a significant retreat from the market [1][3]. Company Overview - Beyond Meat, founded in 2009 and listed on NASDAQ in 2019, has prominent investors including Bill Gates and Leonardo DiCaprio. Its main products include plant-based burgers and other meat alternatives [3][5]. - The company entered the Chinese market in 2020, establishing a factory in Jiaxing, Zhejiang, and launched products tailored for Chinese consumers [5][6]. Market Performance - As of November 30, 2023, Beyond Meat's official flagship store on Tmall is no longer searchable, and its Pinduoduo store is also non-functional [1][3]. - The company has faced declining revenue, with a drop from $419 million in 2022 to $326 million in 2024, and a cumulative loss of $864 million during the same period [11]. Product Pricing and Consumer Perception - Beyond Meat's products are priced higher than local alternatives, with plant-based beef priced over 60 yuan per kilogram, comparable to domestic beef prices [3][8]. - Consumer feedback indicates dissatisfaction with the taste and texture of plant-based meat, with many describing it as inferior to real meat [13][15]. Industry Trends - The plant-based meat sector in China has seen a decline in investment and interest since late 2021, with many startups facing financial difficulties or shutting down [12][16]. - Despite the challenges, the market for plant-based meat is projected to grow, with estimates suggesting a market size of approximately $7.6 billion by 2024, potentially reaching $38.5 billion by 2033 [16]. Financial Status - As of November 28, 2023, Beyond Meat's stock price has plummeted to $0.982 per share, with a total market capitalization of only $445 million [17].