彻底退出了中国！市值蒸发千亿，电商全关停，欧美人造肉败走中国

Core Viewpoint - The American plant-based meat giant, Beyond Meat, has officially announced the suspension of all operations in the Chinese market after a five-year expansion effort that ended in failure [1][3]. Group 1: Company Performance - Beyond Meat, once hailed as the "first stock of plant-based meat," saw its stock price soar by 163% on its debut in 2019, reaching a market capitalization of over $20 billion [3]. - The company's market value has since plummeted by over 99%, now standing at less than $200 million, while its debt has reached $11 billion [5]. - The withdrawal from China is part of a broader global contraction due to poor performance in various markets [5][29]. Group 2: Market Challenges - The high prices of Beyond Meat products have been a significant barrier to consumer acceptance, with a 230-gram box priced at 30 yuan, while fresh meat can be purchased for nearly half a kilogram at the same price [7]. - The taste and texture of the products have not met consumer expectations, leading to a lack of repeat purchases [11][13]. - Health concerns have arisen due to the presence of numerous additives in the products, which contradict the initial marketing claims of being "low-fat" and "healthy" [16][20]. Group 3: Consumer Preferences - The products have not adapted well to Chinese cooking methods, resulting in poor performance in local culinary contexts [13][15]. - Local consumers have shown a preference for products that align with their taste and cooking habits, which has benefited domestic plant-based brands [31][33]. - Beyond Meat's marketing strategies, which included moral appeals regarding environmental impact, have not resonated with Chinese consumers, who prioritize taste, affordability, and health [29][33]. Group 4: Industry Trends - The overall plant-based meat industry in the U.S. is facing significant challenges, with refrigerated plant-based meat sales down 22% year-on-year and over 50% of American consumers rejecting these products due to excessive additives [24][26]. - The gross margin for these companies is only 13.1%, significantly lower than traditional meat industries, leading to continued financial losses [27]. - The failure in the Chinese market reflects a broader trend of misunderstanding consumer needs and preferences in international markets [33].