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].

来源：懂私慕 柴狗夫斯基 还记得在2019年前后，"人造肉"这三个字，绝对比现在的AI还火，全球资本巨头那是争相押注。 但凡沾上这几个字的，那都是融资拿到手软，股价也是蹭蹭涨，各种权威机构的预测数据，那更是给这 个行业疯狂的打鸡血。 比如当时虽然全球的人造肉市场规模仅为百亿美元左右，但在机构的预测里，不出几年，这个市场将会 达到千亿美元规模，还有疯狂的预测是，2035年，人造肉将吃掉全球肉类市场超两成的份额，达到三千 多亿美元。 大家都说，这是人类科技发展的又一个新纪元，将时间线拉长，人造肉将会是餐桌上的主流，甚至在一 些超市的货架上，人造肉被拱了起来，各类营销种草笔记那是疯狂的轰炸中产们的眼球。 全球首富比尔盖茨也是真金白银的下场支持，比如其投资的Beyond meat2019年就登陆资本市场，短短 几年时间合计融了16.9亿美金，上市后，那股价像是坐上了火箭，比如上市首日，当天收盘时上涨 163%，两日累计涨幅超450%，碾压苹果英伟达等一众科技企业，市值更是一度突破200亿美金。 而在Beyond meat的带动下，前几年，布局人造肉似乎成了资本们追逐的如同芯片一样重要的领域。 然而，这一市场终究只是一 ...

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].