维根咨询PBC

中国的Beyond Meat | China's Beyond Meat

维根咨询PBC 2019-08-23

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人造肉在现代烹饪中越来越受欢迎，成因是植物基饮食和纯素生活方式在全球范围内进入了大众视线。

The mock meat tradition has grown evermore popular in modern cuisine as plant-based, whole food diets and vegan lifestyles hit the mainstream across the globe.

珍肉就是这样一家公司: 他们要挑战传统古老的概念，要把肉类替代品现代化，时尚化。

Zhen Rou is one such company that’s taking on the challenge of modernizing this age-old tradition of meat substitutes.

吕中茗，Vince Lu 是珍肉品牌的创始人兼CEO，珍肉的总部在在北京。来自中国。在此之前，他布局功能性蛋白棒市场，开创了知名品牌“腹愁者”；也曾在大豆蛋白行业的顾问。

Vince Lu, a Beijing resident is the founder of Zhen Rou, which is headquartered in the same city. Before Zhen Rou, he was a serial entrepreneur in the health foods industry. He founded the “Fuchouzhe” Protein bar brand, which is first Chinese protein bar. “Fuchouzhe” was a top brand among fitness-oriented consumers in China. He was also a consultant for several plant-based nutritional bars brands.

我们有机会采访到珍肉的创始人，一起来了解更多吧.

We had the opportunity to interview the founder of Zhen Rou to find out more.

哈哈，我是一个29岁的材料工程师，转行做企业。我是北京人，老家是哈尔滨，在美国读的大学。

Well, I am a 29-year-old materials engineer turned entrepreneur. I went to university in the US and I am originally from Harbin.

正是这样的北京使我踏入了食品行业。植物肉的基本原理就扎根于“高分子科学”。我曾在伊利诺伊大学学习，这是我最正确的决定了。

Yes, my background is what led me to the food industry. The foundation of plant-based meat is rooted in the principles of “polymer science”. I went to the University of Illinois, and it is one of the best decisions I have ever made.

实话讲这是个很私密的故事，不过很开心分享给VoS.我搬到美国的时候每天被过度加工的食品狂轰乱炸，非常不健康。非常不适应，我胖到了227斤，要知道我还不到1米8！为此我超级烦恼，身体和心情都收到了很大的困扰。

Honestly, it is a very personal story and I am happy to share it with VoS. When I moved to the US, I was bombarded with processed foods that were very unhealthy. It was not something I was used to growing up back home in China, and before I knew it, I was struggling with obesity. I gained a lot of weight and was more than 250 pounds. I am just under 180 cm tall! I struggled with this a lot, physically and emotionally.

说出来不知道大家信不信，我在’YouTube”寻找健康之路，试过10多种不同的饮食方式：Paleo, Keto, 喝排毒果汁什么的。我通过学习只吃自己做的食物，最后减掉了50斤，BMI指标也正常了。

Believe it or not, I YouTubed my way to health. I tried over 10 different diets: Paleo, Keto, juice cleansing and what not. I created my own diet from everything I learned, and I lost 50 pounds and returned to my normal BMI.

通过这样的自身实践我深刻认识到营养和健身之间的关系。

This is what convinced me about the connection between nutrition and fitness.

这又是另外一个故事啦。大学生活对我来说很难，大多时间我都觉得没有方向。我不知道自己的生活该何去何从。一个晴朗的，零下20度天，我在伊利诺伊中西部自驾游，忽然车子失去了控制。车子在湿滑的路上打滑了，这是我有生以来遇到的最严重的事故，昏迷了过去。经过抢救和后来的康复治疗，我活了下来并且毫发无损。

There is another story too. University life was hard on me, as I felt directionless most of the time. I did not know what to do with my life. One fine day, I was in driving Midwestern Illinois, with the weather of -20 °C, and lost control of the car. The car crashed, skidding on the slippery road, and it was the worst accident I have ever had in my life. Rescued and recovering in the hospital, I was told I cheated death. I survived with no damage at all.

从那天起，我知道我一定要回报。我感恩生活给与的一切，无法用言语表达。“把每一天都当作最后一天”乔帮主说过这样的话。

That day, I knew I needed to give back. I valued life and the gratitude that I was filled with cannot be expressed in words. “Live each day as if it was your last” as Steve Jobs put it.

于是我很快开始了对健康食品行业的探索，我父母都很支持我。他们有很强的职业导向性，他们教会我商场如战场冷酷无情。

I started my own venture in the health food industry and luckily, I had very supportive parents. My parents are career-oriented strong individuals who taught me how to be ruthless in the business world.

两件事情

Two things

1. 选择长而宽的斜坡，让你的“雪球”生长。

雪球效应是一个复合的隐喻，巴菲特创造的。它解释了随着时间的推移，小的行动是如何导致大的结果的。雪球在下山的过程中不断聚合，每转一圈，雪就越积越多。所以，选择一条长期增长的道路。不要为了短期收益而牺牲长期目标。展望10年后公司的发展方向，朝着这个目标努力。

Choose the slope long and wide for your “snowball” to grow. The snowball effect is a metaphor for compounding, coined by Warren Bufett. It explains how small actions carried out over time can lead to big results. The snowball compounds during its travel down the hill. The bigger it gets, the more snow it packs on with each revolution. So, choose a path that will sustain long-term growth. Don’t compromise long term goals for short term gains. Have a vision of where you see your company in 10 years and work toward that goal.

2 .产品/服务需要个性化

如果你正在开发的东西与你的生活不相关，那么无论商业模式有多好，它都不会是可持续的。当你面临巨大挑战时，如果你个人不相信产品，你就会放弃。

Your product/service needs to be personal

If what you are developing isn’t something that is linked to your life story, it is not going to be sustainable, no matter how good the business model is. When you face big challenges, you will give up if the product is not something you personally believe in.

将品牌命名为珍肉，英文取了珍的全拼叫Zhen Meat，定位是国民植物蛋白肉品牌，对标植物基仿真肉。目前大家所知道的就是Impossible food 和Beyond meat.

Vince告诉我们他认为中国消费者的观念已经在转型，目前美国有4千万的素食人群，我国受教育程度较高的人群受到影响并已经开始消费植物蛋白。

珍肉要做5D 植物蛋白也就说从色香味声形（颜色；香味；口感；声音；形态）5个维度出发，用优质的植物蛋白和优质的水去研发产品。

我们是一个以科技为驱动力的公司，人员主要由科研团队和品牌团队组成。科研注重交叉学科的运用；品牌团队则大多来自健康食品行业。

营养中国人。让中国的消费者拥有更优质，更环保，更健康的植物蛋白质的选择。

目前世界范围内都面临着资源利用率低，温室气体排放大，水资源紧缺的问题；食品安全方面，抗生素/激素的滥用也令人不安；对于中国来说猪肉价格的稳定与否上升到国家战略甚至和国家安全息息相关。

蛋白质是人体营养中不可或缺的一部分，所以我们从供给端提供植物蛋白质肉，让身边的人有另一种蛋白质的选择。

Nowadays, the consumption of meat raises multiple concerns globally like wastage of land and water resources, greenhouse gas emissions from livestock, and increased cancer and disease rate from antibiotics. We are also facing great concerns in China this year due to the rise in pork prices.

Zhenmeat is a tech-driven start-up that recruits talented team members from multidisciplinary backgrounds like synthetic biology, food tech, etc., and the branding team all have a background in the health foods industry.

We cater to the Chinese market and create formulas and solutions of plant-based “meat analog” products that meet Chinese consumers’ taste and nutritional needs. American companies like Beyond Meat and Impossible Foods have made a great impact on the evolution of the plant-based diet, but they are not available in China right now. Zhenmeat’s methodology is to create “meat analog” products from a 5D (five dimensional) perspective including color, aroma, taste, sound and texture.

中国的素肉市场已经很成熟了，素肉消费的历史由来已久。目前的本土品牌是生根和发展于特定人群和渠道的，比如寺庙和素食餐厅等。我们的品牌是针对大众的肉类消费者，我们做动物蛋白质的替代品。

Plant-based meat products for Buddhists has been a well developed market for centuries. The plant meat products in the Chinese market now are designed for a specific audience and channels like temples and Buddhists restaurants. While Zhenmeat’s products are designed for mass market, We aim to create the perfect meat substitute for meat-lovers.

目前种子轮融到500万人民币；天使轮还在进行中，资金都来自国内。

We have already raised 5 Million RMB from team members and investors’ seeds funding, and we are now open to angel investor funding.

会有不同的产品形态，针对大众消费者的产品，会含蛋液。针对纯素人群则没有动物制品。

There are two types of Zhenmeat products, one is completely vegan and one has egg.

牛肉。牛肉是一种比较高级的动物肉，中国遵循健康积极生活方式的粉丝们以牛肉来获取蛋白质，而非猪肉。

Beef. It is premium animal meat product that the healthy active lifestyle followers in China eat for protein, more than pork.

珍肉比真的牛肉少60%的饱和脂肪，0胆固醇。我们采用的是豌豆蛋白，豌豆和土豆纤维，为了获取健康的脂肪采用椰油和橄榄油。所有的添加剂也都是植物基的，天然的原料。也尽量不添加合成添加剂。热量方面，具体实验室正在进行评估，我们很快就会得到真实的数据。增加铁元素是我们行动计划的下一步，我们正在研究植物血红素。

Zhen Rou has 60% less saturated fats, and 0% cholesterol. We use pea protein, pea and potato fiber, coconut and olive oil for healthy fats. All of our additives are plant-based, natural ingredients and we aim to be as synthetic additives free as possible. In terms of calories, the estimation is in progress by specific labs and we will have accurate data on this soon. Increasing the iron component is next in our action plan. We are working on plant heme.

你没听错！血红素生产是我们的下一个目标。这将是中国第一次有人试图创造这样的东西。成功的话我们会第一个告诉你！

Correct! Plant-based heme production is our next goal. This will be the first time someone in China is attempting to create something like this. You will be the first to know when we succeed!

在西方，重点是健身。在我看来，似乎这更多的是关于一个人的外表和长相。不一定与健康有关。对我来说，“健康与健身”行业中的“健康”更为重要，我的产品也会反映这一点。我不喜欢加工食品。我的目标是让我们的公司创造出与动物肉类相当的产品，但它将是健康的，不含人工合成物。

In the west, the focus is on fitness. From what I have seen it is more about how a person appears and looks. This is not necessarily about health. For me, the health in the health and fitness industry is far more significant, and my product will reflect this. Processed foods are not something I am a fan of. My aim is for our company to create something equivalent to animal meat, but it will be wholesome and synthetic-free.

是牛肉价格的三分之二吧！

We are two-thirds the price of animal beef.

价格真的很实惠了！第一批产品什么时候上市?

OMG! So cheap! When is the first launch?

预计9月份上市。在线上天猫店。第一批就会有纯素的产品。我们和老大房合作，将出一款纯素的联名月饼，里面有珍肉的植物基肉噢！

Zhenmeat plans to launch in September on Tmall, JD, etc.

In partnership with Laodafang, we will release a co-branded Vegan Mooncake product, stuffed with Zhen Rou’s plant-based meat.

会的！中秋节就可以吃到了，9月9日开始，淘宝可以下单。每盒6个，售价88元。

Yes, it will be available for the Mid-Autumn Festival. Orders can be placed from September 9th onwards on Taobao. The price is 88 RMB per box of 6 mooncakes.