Beyond Meat(US:BYND) 新浪财经·2025-12-01 12:07Core Viewpoint - Beyond Meat, known as the "first stock of plant-based meat," has faced significant challenges in the Chinese market, leading to the closure of its flagship stores on major e-commerce platforms and the suspension of its production facility in Jiaxing, China [2][4][8]. Company Overview - Beyond Meat was founded in 2009 and went public in 2019, experiencing a stock price surge of 163% on its debut. The company has notable investors, including Bill Gates and Leonardo DiCaprio [6]. - The company launched its products in China in 2020 through partnerships with major food chains like Starbucks, KFC, and Pizza Hut, aiming to capture the B2B market [6][8]. Market Challenges - The plant-based meat market in China has not developed as expected, with limited consumer interest beyond the vegetarian demographic. Beyond Meat's products are priced higher than local alternatives, with prices exceeding 60 yuan per kilogram, comparable to beef prices [5][12]. - The company has struggled with declining sales, reporting a drop in revenue from $419 million in 2022 to $326 million in 2024, with cumulative losses reaching $864 million [14]. Consumer Perception - Consumer feedback indicates dissatisfaction with the taste and texture of plant-based meat products, with many describing them as inferior to real meat. Approximately 74% of consumers reported they do not plan to repurchase plant-based meat products, primarily due to taste issues [15][16][21]. Future Outlook - Despite the current challenges, the plant-based meat market in China is projected to grow, with estimates suggesting a market size of approximately $760 million by 2024 and $3.85 billion by 2033, with a compound annual growth rate of around 20% [20][21]. - The lack of standardized regulations for plant-based meat in China poses a challenge for consumer trust and product acceptance, which could hinder market growth [20][21].