一家超级明星公司凉了

Core Viewpoint - The artificial meat industry is experiencing a dramatic cycle from capital enthusiasm to rapid decline, exemplified by Beyond Meat's withdrawal from the Chinese market and significant operational challenges globally [4][7]. Company Overview - Beyond Meat, founded in 2009, was one of the earliest plant-based meat companies in the U.S. and gained significant capital interest, attracting high-profile investors like Bill Gates and Leonardo DiCaprio [4][10]. - The company expanded into China in 2020, establishing two factories in Jiaxing, aiming to become a leading plant-based meat producer [6][11]. Market Performance - Since 2022, Beyond Meat has faced continuous revenue declines and increasing losses, with stock prices plummeting nearly 97% from their peak [5][7]. - The company's revenue figures from 2022 to 2024 were $419 million, $343 million, and $326 million, with corresponding losses of $366 million, $338 million, and $160 million [7]. Challenges in China - Beyond Meat's initial success in China included partnerships with major brands like Starbucks and KFC, but the company has now closed its flagship e-commerce store and halted production in Jiaxing [6][7]. - The decision to exit the Chinese market was preceded by a board-approved plan to suspend operations and reduce the workforce by 95% [7]. Industry Trends - The broader plant-based meat industry is facing significant challenges, with other companies like Impossible Foods also experiencing layoffs and market struggles [13]. - The decline in interest from investors is evident, with global venture capital investment in plant-based meat companies dropping by 64% in 2024 [15]. Consumer Sentiment - A report indicated that approximately 74% of Chinese consumers do not plan to repurchase plant-based meat products, primarily due to taste and high prices, which are 82% higher than traditional meat [14][15]. - The core consumer base for plant-based meat remains limited to niche groups such as vegetarians and fitness enthusiasts, which hinders market expansion [15].