知名品牌退出中国，曾获比尔·盖茨投资，现在卖库存和美国进口品

Core Viewpoint - Beyond Meat, known as the "first stock of plant-based meat" and previously backed by Bill Gates, has quietly closed its flagship stores on major e-commerce platforms in China, indicating a significant retreat from the market [1][19]. Company Overview - Beyond Meat was founded in 2009 and went public in 2019, experiencing a stock price surge of 163% on its debut. It has notable investors including Bill Gates and Leonardo DiCaprio [3][5]. - The company launched its first end-to-end production facility outside the U.S. in Jiaxing, Zhejiang, in 2021, aiming to cater to the Chinese market with localized products [5][10]. 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, indicating a complete withdrawal from the Chinese market [1][3]. - The company has faced declining revenues, with a drop from $419 million in 2022 to $326 million in 2024, and a cumulative loss of $864 million during the same period [10]. Product Pricing and Consumer Perception - Beyond Meat's products are priced above local alternatives, with plant-based meat products costing over 60 yuan per kilogram, comparable to domestic beef prices, which has deterred consumers [3][10]. - Consumer feedback highlights dissatisfaction with the taste and texture of plant-based meat, with many describing it as inferior to real meat [11][13]. 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 and some brands going bankrupt [11][16]. - Despite the challenges, the market for plant-based meat in China 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].