China Food

Beyond meat China factory opens! Foreign funded enterprises’ scuffle in China

Today, beyond meat, known as “the first stock of artificial meat” in the United States, announced the official opening of its plant meat production plant in Jiaxing Economic and Technological Development Zone near Shanghai.

“As the first end-to-end plant meat production facility built outside the United States, the completion of the advanced plant is expected to help other meat customers significantly improve the speed and scale of production and distribution of their products in China, optimize the cost structure and enhance the sustainability of their operations. “The new factory will provide strong support for the retail and catering service businesses of other meat customers in China, and will also be equipped with R & D capabilities to help innovate featured products and support local strategic partners,” the company said in a circular.

According to reports, the above-mentioned factories will be mainly responsible for the production of a series of plant pork, beef and poultry products, including beyond pork, the first innovative product for the Chinese market. According to other meat customers last year, China’s new factory is expected to be fully operational in early 2021.

It is worth noting that with the formal completion of the new factory, the products sold by different meat customers in China may have room for price adjustment. “We believe that the introduction of the new plant will greatly optimize our pricing strategy,” Ethan brown, founder and chief executive officer of alternative meat, said in the circular It also described that China is an important market for the long-term growth of other meat customers, and the company will continue to invest in China.

Xiaoshidai said that last year, with the help of Starbucks, other meat customers launched a variety of vegetable meat dishes to “open” the door of the mainland market, and then entered the mainland retail market through the online box horse to directly sell to consumers. Other meat customers said in the notice today that they plan to enter new sales channels such as e-commerce in the future.

Other meat customers are not the first multinational company with plant meat production capacity in China. Earlier, Nestle, the world’s largest food company, has also established itself in the Chinese market.

Nestle announced in December last year that its first plant-based production line in Asia was officially completed and put into operation in Tianjin. At the same time, Nestle officially launched the Jiazhi cuisine brand in China, and launched six products for the consumer market and four products for the professional catering industry.

In addition to producers, a number of food chain giants have begun to “test water” plant meat. These include KFC and pizza hut of Yum China, Burger King, which cooperates with Unilever’s “Zhizhuo butcher”, and McDonald’s, which recently launched plant meat breakfast.

In China, due to the consumption demand of health and environmental protection and the potential to supplement the supply gap of traditional meat, the vegetable meat racetrack has a lot of imagination. Research shows that in 2018, the scale of China’s artificial meat market is about 6.1 billion yuan, with a year-on-year growth of 14.2%. In recent five years, the growth rate has been maintained at 13.5% to 15.5%. By 2030, the domestic market scale is expected to reach 100 billion yuan.

So, what kind of brand is likely to occupy a place in China’s vegetable meat market? Xue Yan, Secretary General of China plant food industry alliance, once pointed out to xiaoshidai that brands that are easy to stand out in China’s plant meat market should have three characteristics. “The first is to have very stable supply chain support, including production, processing and raw materials. Second, stable investment in R & D and continuous upgrading. Finally, we need to clearly identify the target population, product form and application scenarios. ” He said.

Focus on “xiaoshidai (wechat: foodinc)” and reply “beyond meat” to see the wonderful news.

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