从风口到缺口：别样肉客的五年一梦

Core Insights - Beyond Meat, once hailed as the "first stock of plant-based meat," has exited the Chinese market within five years of its entry, marking a significant retreat for the brand [3][19] - The company faced challenges including high product prices, poor consumer reception, and a lack of taste compared to traditional meat, leading to a decline in sales and eventual withdrawal from the market [11][12][19] Company Overview - Beyond Meat entered the Chinese market in 2020, establishing a factory in Jiaxing, Zhejiang, and partnering with major food chains like Starbucks and KFC to promote its products [8][10] - Despite initial enthusiasm and significant investment, the company reported a decline in revenue from $4.19 billion in 2022 to $3.26 billion in 2024, with cumulative losses reaching $8.64 billion [14][19] Market Dynamics - The plant-based meat sector saw a surge in interest and investment from 2019 to 2020, with a 500% increase in investment events related to plant-based companies in China [5][6] - However, as consumer interest waned and product quality issues became apparent, investment in the sector decreased significantly, leading to the closure of several companies [13][14] Consumer Reception - Consumer feedback highlighted that Beyond Meat's products were priced higher than traditional meat, with a 454g pack of plant-based beef mince priced at 199 yuan, compared to 140 yuan for real beef [11][12] - A significant 74% of consumers indicated they would not repurchase plant-based meat products, primarily due to taste and texture issues [12][19] Industry Challenges - The plant-based meat industry is currently facing a "winter" phase, with many companies struggling to secure funding and maintain operations [13][14] - Experts suggest that the industry must focus on improving product quality, establishing standards, and finding a sustainable market position to survive [17][18][19] Future Outlook - Despite current challenges, there is potential for growth in the plant-based meat sector, particularly if companies can innovate and meet consumer expectations for taste and price [17][18] - The global market for plant-based meat is projected to grow significantly, with estimates suggesting a market size of approximately $7.6 billion in 2024, expanding to about $38.5 billion by 2033 [18]