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 closed its flagship stores on major e-commerce platforms in China, indicating a significant retreat from the market [2][3]. Company Overview - Beyond Meat was founded in 2009 and went public in 2019, experiencing a stock price surge of 163% on its debut. Notable investors include Bill Gates and Leonardo DiCaprio [4]. - The company initially entered the Chinese market in 2020 through partnerships with major food chains like Starbucks and KFC, aiming to capture the B2B market [4][6]. Market Performance - As of November 30, 2023, Beyond Meat's flagship stores on Tmall and Pinduoduo have ceased operations, with the Tmall store announcing plans to terminate operations by November 27, 2025 [2][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 [8]. - In the third quarter of 2025, Beyond Meat reported a revenue of $214 million, a year-on-year decrease of 14.37%, and a net loss of $193 million, worsening from a loss of $115 million in the previous year [8]. Product Pricing and Consumer Perception - Beyond Meat's products are priced higher than local alternatives, with plant-based meat products costing over 60 yuan per kilogram, comparable to domestic beef prices [3][7]. - Consumer feedback indicates dissatisfaction with the taste and texture of plant-based meat, with many describing it as inferior to real meat [10][12]. 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 [9]. - A report indicates that approximately 74% of consumers are not inclined to repurchase plant-based meat products, primarily due to taste issues [10]. - Despite challenges, the market for plant-based meat in China is projected to grow, with estimates suggesting a market size of $760 million by 2024 and $3.85 billion by 2033, maintaining a compound annual growth rate of around 20% [13]. Stock Performance - Beyond Meat's stock has significantly declined, trading at $0.982 per share as of November 28, 2023, with a total market capitalization of $445 million [14].