Core Viewpoint - Beyond Meat, known as the "first plant-based meat stock," has independently terminated its Tmall flagship store operations, reflecting a significant retreat from the Chinese market due to declining demand for plant-based products [1][5][8]. Group 1: Business Operations - Beyond Meat announced in February that it would suspend operations in China by the end of June, planning to reduce its workforce by 95% [5][8]. - The company had previously viewed China as a strategic market, launching products in collaboration with major brands like Starbucks and KFC [6][7]. - As of November 27, Beyond Meat's Tmall flagship store ceased operations, and its Pinduoduo store no longer sells any products [1][8]. Group 2: Market Challenges - The demand for plant-based meat in China has significantly declined, with major partners like Starbucks, KFC, and Nestlé halting or selling off their plant-based product lines [9][12][14]. - 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, and net losses increasing from $1.82 billion to $1.60 billion over the same period [9][11]. - In the U.S. market, Beyond Meat has also experienced a decline in sales, with retail channel revenues down 18.4% and food service revenues down 27.3% in the latest quarter [11]. Group 3: Industry Trends - The overall market for plant-based meat in China is cooling, with various brands, including local ones, also facing challenges in maintaining product offerings [12][13]. - Nestlé and Unilever have both scaled back their plant-based meat initiatives in China, indicating a broader industry trend of reassessing the market potential for plant-based products [13][14].