文 | 红餐网 桂湘 编辑 | 李唐 据南方都市报，近日，"植物肉第一股"植别样肉客（Beyond Meat）在天猫、拼多多的旗舰店终止运营引发行业关注。 图片来源：别样肉客天猫旗舰店官方链接显示页面截图 除关店外，另据华夏时报，有接近别样肉客的经销商透露，其在嘉兴的工厂也已经停产。同时红餐网还注意到，目前别 样肉客官方微博与公众号的更新停留10月1日。 对于这些收缩性的举措，有业内人士分析认为，可视作其退出中国市场的具体表现。 作为"植物肉"赛道的明星品牌，别样肉客在国内有过辉煌的过往，并与不少头部餐饮品牌开展过深度合作。 比如早在2020年，别样肉客就借与星巴克中国的合作，开始进入中国市场。据了解，当年4月星巴克上线与其合作推出的 青酱意面等3款植物牛肉轻食产品，售价在59-69元。其中有消费者打卡后反馈表示，"没想到植物肉还挺好吃的"、"还是 更想吃真肉"、"69块流着泪也要喊香"……另据全天候科技，星巴克店员当时提到，植物肉产品主要受素食主义者欢迎。 同年6月，别样肉客又与百胜中国达成合作，并在肯德基、必胜客、塔可钟的指定门店限时推出植物肉相关产品。其中别 样肉客与肯德基合作的"植培牛肉芝士汉堡"受到 ...

Core Insights - Beyond Meat, once hailed as the "first stock of plant-based meat," has exited the Chinese market within five years of its entry, marking a significant retreat for the brand [3][19] - The company faced challenges including high product prices, poor consumer reception, and a lack of taste compared to traditional meat, leading to a decline in sales and eventual withdrawal from the market [11][12][19] Company Overview - Beyond Meat entered the Chinese market in 2020, establishing a factory in Jiaxing, Zhejiang, and partnering with major food chains like Starbucks and KFC to promote its products [8][10] - Despite initial enthusiasm and significant investment, the company reported a decline in revenue from $4.19 billion in 2022 to $3.26 billion in 2024, with cumulative losses reaching $8.64 billion [14][19] Market Dynamics - The plant-based meat sector saw a surge in interest and investment from 2019 to 2020, with a 500% increase in investment events related to plant-based companies in China [5][6] - However, as consumer interest waned and product quality issues became apparent, investment in the sector decreased significantly, leading to the closure of several companies [13][14] Consumer Reception - Consumer feedback highlighted that Beyond Meat's products were priced higher than traditional meat, with a 454g pack of plant-based beef mince priced at 199 yuan, compared to 140 yuan for real beef [11][12] - A significant 74% of consumers indicated they would not repurchase plant-based meat products, primarily due to taste and texture issues [12][19] Industry Challenges - The plant-based meat industry is currently facing a "winter" phase, with many companies struggling to secure funding and maintain operations [13][14] - Experts suggest that the industry must focus on improving product quality, establishing standards, and finding a sustainable market position to survive [17][18][19] Future Outlook - Despite current challenges, there is potential for growth in the plant-based meat sector, particularly if companies can innovate and meet consumer expectations for taste and price [17][18] - The global market for plant-based meat is projected to grow significantly, with estimates suggesting a market size of approximately $7.6 billion in 2024, expanding to about $38.5 billion by 2033 [18]

Core Viewpoint - Beyond Meat, known as the "first stock of plant-based meat," has closed its flagship stores on major e-commerce platforms in China, indicating a significant retreat from the market [2][4]. Group 1: Company Performance and Market Presence - As of November 30, 2023, Beyond Meat's official flagship store on Tmall is no longer searchable, and its Pinduoduo store is also inaccessible, suggesting a complete halt in operations in China [2]. - The company has ceased production at its factory in Jiaxing, China, and is currently selling off existing inventory and imported products from the U.S. [4]. - Financial reports indicate a decline in revenue from $419 million in 2022 to $326 million in 2024, with cumulative losses reaching $864 million [12]. Group 2: Pricing and Consumer Perception - Beyond Meat's products are priced above local alternatives, with plant-based meat costing over 60 yuan per kilogram, comparable to domestic beef prices, which has deterred potential customers [5][10]. - A significant portion of consumers (approximately 74%) reported they do not plan to repurchase plant-based meat products, primarily due to unsatisfactory taste and texture [15]. Group 3: Market Trends and Future Outlook - The plant-based meat market in China is projected to grow from approximately $760 million in 2024 to about $3.85 billion by 2033, with a compound annual growth rate of around 20% [19]. - Despite the current challenges, industry experts believe that plant-based meat can complement animal protein sources, addressing the growing demand for sustainable food options [18].

Core Viewpoint - The company "Beyond Meat," known for its plant-based meat products, is facing significant operational challenges, including plans to terminate its online store in China by November 2025 and a substantial decline in revenue and increasing losses over recent years [2][4]. Group 1: Company Overview - Beyond Meat, founded in 2009 and headquartered in El Segundo, California, is one of the earliest companies focused on the research and production of plant-based meat [4]. - The company went public on NASDAQ in 2019 and offers products such as plant-based beef patties, pork, and chicken [4]. Group 2: Financial Performance - Beyond Meat's revenue has been under pressure, with reported revenues of $419 million in 2022, $343 million in 2023, and projected $326 million in 2024, alongside net losses of $366 million, $338 million, and $160 million for the same years respectively [4]. - For the third quarter of 2025, the company reported revenues of $214 million, a year-over-year decrease of 14.37%, and a net loss of $193 million, which is an increase from a net loss of $115 million in the previous year [4]. Group 3: Strategic Decisions - In response to ongoing financial pressures, Beyond Meat announced a "cost-cutting" strategy, which included suspending operations in the Chinese market and reducing its workforce by 95% [4]. - The closure of its online channels in China appears to have been part of a premeditated plan due to the declining performance in the plant-based meat sector [4].

Core Insights - Beyond Meat, known as the "first plant-based meat stock," has terminated its Tmall flagship store operations as of November 27, 2023, and its Pinduoduo store is no longer selling any products [1][11] - The company had previously announced plans to suspend its operations in China by the end of June 2023, including a significant reduction of its workforce by 95% [3][9] - The decline in interest for plant-based meat in China has led to major partners like Starbucks, KFC, and Nestlé ceasing their plant-based meat offerings [12][16] Company Operations - Beyond Meat was founded in 2009 in California and went public on NASDAQ in May 2019, with an initial stock price surge of 163%, reaching a market cap of approximately $3.83 billion [4] - The company initially viewed China as a strategic market, launching products in collaboration with Starbucks in April 2020 and expanding partnerships with KFC and other brands [6][8] - Despite early optimism, the company announced in February 2025 that it would officially pause operations in China, citing the need to improve profit margins [9] Market Trends - The plant-based meat market in China has seen a significant decline, with major brands like Starbucks and KFC no longer offering plant-based products [12][18] - Beyond Meat's revenue has been on a downward trend since 2022, with projected revenues of $465 million in 2021, dropping to $327 million in 2024, and a net loss of $193 million in the first three quarters of 2023 [12] - The company's U.S. market also experienced a decline, with retail channel revenues down 18.4% and food service revenues down 27.3% in the latest quarter [12][13] Industry Challenges - The overall demand for plant-based meat in China is weak, as consumers still prefer traditional meat options, making it difficult for plant-based alternatives to gain traction [18] - Other major companies, including Nestlé and Unilever, have also scaled back or exited their plant-based meat initiatives in China, indicating a broader trend of reduced interest in the category [16][18]

Core Viewpoint - Beyond Meat, the first publicly traded plant-based meat company, has decided to suspend its operations in China, marking a significant retreat from a market it once viewed as strategic for growth [4][10]. Group 1: Company Operations - Beyond Meat's Tmall flagship store has ceased operations as of November 27, and its Pinduoduo store no longer sells any products [2][10]. - The company had previously announced plans to cut 95% of its workforce in China by the end of June 2023 to reduce operational costs [4][10]. - Despite inquiries about a potential return to the Chinese market, Beyond Meat has not provided any responses as of the latest report [4][10]. Group 2: Market Context - The demand for plant-based meat in China has significantly declined, with major brands like Starbucks, KFC, and Nestlé ceasing to offer plant-based products [10][11]. - Beyond Meat's revenue has been on a downward trend since 2022, with projected revenues of $4.65 billion in 2021, dropping to $3.27 billion in 2024, alongside increasing net losses [11]. - The company's U.S. market also reflects a decline, with retail channel revenues down 18.4% and food service revenues down 27.3% in the latest quarter [11][12]. Group 3: Industry Challenges - The overall market for plant-based meat in China is facing challenges, as consumer preferences lean towards traditional meat products, making it difficult for plant-based alternatives to gain traction [17]. - Other companies, including Nestlé and Unilever, have also exited or scaled back their plant-based meat operations in China, indicating a broader industry retreat [15][17].

Core 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].

Core Viewpoint - Beyond Meat, known as the "first stock of plant-based meat" and previously backed by Bill Gates, has quietly closed its flagship stores on major e-commerce platforms in China, indicating a significant retreat from the market [1][19]. Company Overview - Beyond Meat was founded in 2009 and went public in 2019, experiencing a stock price surge of 163% on its debut. It has notable investors including Bill Gates and Leonardo DiCaprio [3][5]. - The company launched its first end-to-end production facility outside the U.S. in Jiaxing, Zhejiang, in 2021, aiming to cater to the Chinese market with localized products [5][10]. Market Performance - As of November 30, 2023, Beyond Meat's official flagship store on Tmall is no longer searchable, and its Pinduoduo store is also non-functional, indicating a complete withdrawal from the Chinese market [1][3]. - The company has faced declining revenues, with a drop from $419 million in 2022 to $326 million in 2024, and a cumulative loss of $864 million during the same period [10]. Product Pricing and Consumer Perception - Beyond Meat's products are priced above local alternatives, with plant-based meat products costing over 60 yuan per kilogram, comparable to domestic beef prices, which has deterred consumers [3][10]. - Consumer feedback highlights dissatisfaction with the taste and texture of plant-based meat, with many describing it as inferior to real meat [11][13]. Industry Trends - The plant-based meat sector in China has seen a decline in investment and interest since late 2021, with many startups facing financial difficulties and some brands going bankrupt [11][16]. - Despite the challenges, the market for plant-based meat in China is projected to grow, with estimates suggesting a market size of approximately $7.6 billion by 2024, potentially reaching $38.5 billion by 2033 [16].

Core Viewpoint - Beyond Meat, known as the "first stock of plant-based meat," has quietly closed its flagship stores on major e-commerce platforms in China, indicating a significant retreat from the market [1][3]. Company Overview - Beyond Meat was founded in 2009 and went public in 2019, experiencing a stock price surge of 163% on its debut day. Notable investors include Bill Gates and Leonardo DiCaprio [3][5]. - The company initially entered the Chinese market in 2020 through partnerships with major food chains like Starbucks, KFC, and Pizza Hut, aiming to capture the B2B market [5][11]. Market Performance - As of November 30, 2023, Beyond Meat's official flagship store on Tmall is no longer searchable, and its Pinduoduo store is also non-functional [1][3]. - The company has faced declining revenue, with a drop from $419 million in 2022 to $326 million in 2024, and a cumulative loss of $864 million during the same period [11]. Product Pricing and Consumer Perception - Beyond Meat's products are priced above local alternatives, with plant-based beef patties costing over 60 yuan per kilogram, comparable to domestic beef prices [3][11]. - Consumer feedback indicates dissatisfaction with the taste and texture of plant-based meat, with many describing it as inferior to real meat [12][15]. Industry Trends - The plant-based meat sector in China has seen a decline in investment since late 2021, with many startups facing financial difficulties or shutting down [12]. - Despite the challenges, the market for plant-based meat is projected to grow, with estimates suggesting a market size of approximately $760 million by 2024 and $3.85 billion by 2033, maintaining a compound annual growth rate of around 20% [15]. Stock Performance - Beyond Meat's stock has significantly decreased, trading at $0.982 per share as of November 28, 2023, with a total market capitalization of $445 million [16].

Core Viewpoint - Beyond Meat, known as the "first stock of plant-based meat," has closed its flagship stores on major e-commerce platforms in China, indicating a significant retreat from the market [2][3]. Company Overview - Beyond Meat was founded in 2009 and went public in 2019, experiencing a stock price surge of 163% on its debut. Notable investors include Bill Gates and Leonardo DiCaprio [4]. - The company initially entered the Chinese market in 2020 through partnerships with major food chains like Starbucks and KFC, aiming to capture the B2B market [4][6]. Market Performance - As of November 30, 2023, Beyond Meat's flagship stores on Tmall and Pinduoduo have ceased operations, with the Tmall store announcing plans to terminate operations by November 27, 2025 [2][3]. - The company has faced declining revenue, with a drop from $419 million in 2022 to $326 million in 2024, and a cumulative loss of $864 million during the same period [8]. - In the third quarter of 2025, Beyond Meat reported a revenue of $214 million, a year-on-year decrease of 14.37%, and a net loss of $193 million, worsening from a loss of $115 million in the previous year [8]. Product Pricing and Consumer Perception - Beyond Meat's products are priced higher than local alternatives, with plant-based meat products costing over 60 yuan per kilogram, comparable to domestic beef prices [3][7]. - Consumer feedback indicates dissatisfaction with the taste and texture of plant-based meat, with many describing it as inferior to real meat [10][12]. Industry Trends - The plant-based meat sector in China has seen a decline in investment and interest since late 2021, with many startups facing financial difficulties or shutting down [9]. - A report indicates that approximately 74% of consumers are not inclined to repurchase plant-based meat products, primarily due to taste issues [10]. - Despite challenges, the market for plant-based meat in China is projected to grow, with estimates suggesting a market size of $760 million by 2024 and $3.85 billion by 2033, maintaining a compound annual growth rate of around 20% [13]. Stock Performance - Beyond Meat's stock has significantly declined, trading at $0.982 per share as of November 28, 2023, with a total market capitalization of $445 million [14].