彻底退出了中国！市值蒸发百亿，电商全关停，欧美人造肉败走中国

Core Viewpoint - Beyond Meat, once hailed as the "savior of future food" and supported by celebrities, has faced a complete withdrawal from the Chinese market, with its flagship stores disappearing and production facilities shutting down [1][3]. Group 1: Company Performance - Beyond Meat's market value has plummeted from over $20 billion at its peak to a fraction of that, illustrating a dramatic decline in investor confidence [3][12]. - The company entered the Chinese market with high expectations, establishing two factories in Jiaxing and partnering with major brands like KFC and Starbucks, but ultimately failed to gain traction [10][12]. Group 2: Market Challenges - The pricing strategy of Beyond Meat was a significant barrier, with its plant-based chicken strips priced at 118 RMB for 225 grams, compared to 9.9 RMB for 450 grams of real chicken, creating a nearly 25-fold price difference [14][21]. - Sales figures were disappointing, with the best-selling plant-based burger patties on Tmall selling only about 400 units in a month, indicating low consumer interest and a lack of repeat purchases [16][18]. Group 3: Consumer Perception - The taste and texture of Beyond Meat products did not meet consumer expectations, leading to dissatisfaction among both meat-eaters and vegetarians [23][25]. - The perception of health benefits was undermined by the presence of numerous additives in the ingredient list, which contradicted consumer desires for natural and clean food options [25][29]. Group 4: Cultural Misalignment - Beyond Meat's products were not compatible with Chinese cooking methods, which often involve diverse preparation techniques that the plant-based meat could not withstand [27][46]. - The company failed to respect local dietary traditions and preferences, leading to a disconnect with Chinese consumers who prioritize taste, price, and health [46][50]. Group 5: Lessons Learned - The downfall of Beyond Meat serves as a cautionary tale about the importance of aligning product offerings with market demands and consumer preferences, rather than relying solely on marketing hype [39][50]. - Companies must focus on product quality and local market understanding to succeed, as ignoring these factors can lead to failure in new markets [44][48].