欧美强推的“人造肉”，彻底败退中国

Core Viewpoint - The article discusses the contrasting fortunes of two companies in the food industry: the success of a sweet tea brand in the U.S. and the failure of the plant-based meat company Beyond Meat in China, highlighting the challenges faced by the plant-based meat sector in adapting to consumer preferences and market realities. Group 1: Success of Sweet Tea Brand - The sweet tea brand, known as "Snow King," has gained popularity in the U.S. by offering extremely sweet milk tea options, with sugar levels reaching 120%, 150%, and 200% [1][4] - This strategy has resonated with American youth, leading to viral challenges on social media platforms like TikTok [4] Group 2: Failure of Beyond Meat - Beyond Meat, once a star in the plant-based meat industry, has faced significant setbacks, including the closure of its flagship store in China and the shutdown of its factory in Jiaxing, Zhejiang [4][6] - The company's market value has plummeted from $20 billion to under $2 billion, reflecting a loss of over $10 billion in market capitalization [6] - Despite initial hype and celebrity endorsements, the company has struggled to gain traction in the Chinese market, with revenues declining from $419 million in 2022 to $326 million in 2024, resulting in cumulative losses of $864 million [27] Group 3: Challenges in the Plant-Based Meat Sector - The plant-based meat industry is experiencing a global downturn, with competitors like Impossible Foods also facing difficulties [28] - The high price and poor taste of plant-based meat products have been major barriers to consumer acceptance, with prices significantly higher than traditional meat [29][31] - A survey indicated that approximately 74% of Chinese consumers would not repurchase plant-based meat products, primarily due to concerns over price and taste [35] Group 4: Misalignment with Consumer Needs - The marketing strategies employed by plant-based meat companies, including environmental and health claims, have not resonated with Chinese consumers, leading to widespread rejection of the products [37][39] - The failure of Beyond Meat illustrates a disconnect between capital-driven innovation and actual consumer demand, emphasizing the need for food companies to align their offerings with consumer preferences for taste and affordability [45]