美味珍商业计划书

1、CFD Food Industry Holdings Ltd.,1,CFD Food Industry Holdings Ltd. Business Plan,Mar. 2004,CFD Food Industry Holdings Ltd.,2,CONFIDENTIALITY AND RECIPIENTS UNDERTAKINGS,The information contained in this Memorandum is confidential and proprietary to CFD. By accepting delivery of this Memorandum, the i

2、ntended recipient is deemed to have acknowledged and agreed to the following: the information contained in this Memorandum will be used by the recipient solely for the purpose of deciding whether to proceed with a further investigation of the Company; this Memorandum or information derived from this

3、 Memorandum will be kept in strict confidence and will not, whether in whole or in part, be released or discussed by the recipient, nor will any reproductions of such information be made, for any other purpose other than an analysis of the merits of an eventual investment in CFD by its intended reci

4、pient; and upon the written request of CFD, this Memorandum, any other documents or information furnished and any and all reproductions thereof and notes relating thereto will be promptly returned to CFD.,CFD Food Industry Holdings Ltd.,3,FOOD INDUSTRY CHANGES COMPANY BACKGROUND MISSION OF THE COMPA

5、NY HISTORY PRODUCTS BIO-TECHNOLOGY BUSINESS MODELS MARKETS ANALYSIS COMPETITION ANALYSIS THE MANAGEMENT DEVELOPMENT STRATEGY FINANCIAL FORECAST THE OFFERING,CONTENTS,CFD Food Industry Holdings Ltd.,4,WORLD FOOD INDUSTRY CHANGES,1st GENERATION,3rd GENERATION,2nd GENERATION,1930 1970,1970 1990,1990 ,C

6、ANNED GOODS,PROCESSED FOOD OBJECT,HI-TECH BIO, NATUNAL,Simplification of Goods Goods added atophan and antiseptic Revolution of Logistic,Diversification of goods and atophan Solution of antiseptic and chemistry additive (addition of small quantity) Industrial of mass logistic and consumption,Researc

7、h and investment of bio 1993, applied the inventive patents to Chinese Bureau of Patents; 1994, establishment of Beijing Royal Industrial Co.,Ltd. 1996, approved the inventive patents rights from Chinese Bureau of Patents; 1997, setup the first model shop in the World Trade Center of Beijing; 2002,

8、setup the second model shop in Huarun Building of Beijing; 2002, acquired the certificate of FDA; 2002, acquired the Quality System Certificate of ISO9001:2000 2002, became member of China Chain Store Franchise Association; 2003, setup the third model shop in Beijing Yingjia Center; 2003, establishm

9、ent of Beijing Royal Science and Technology Ltd. 2003, establishment of CFD Food Industry Holdings Ltd.,CFD Food Industry Holdings Ltd.,9,Background and history relating to the Company (Cont),Dec.2003, Beijing Royal Science and Technology Ltd invested for 3G food GMP factory in Xinggu industry zone

10、of Beijing Pinggu Jan.,2004, setup the fourth model shop in Heping hotel(Novotel) The inventive patents rights is transferring to CFD Food Industry Holdings Ltd. from Mr.Lim Kai Tiong at now.,CFD Food Industry Holdings Ltd.,10,Products,The Company has been licensed 7 series of CFD brand food based o

11、n Bio-technology platform and Chinese food industrialization patents as follows : Royal Fruit and vegetable series; Royal Fruit Chocolate series; Royal Fruit and vegetable Cake series; Royal Chinese food and nubby soup series; Royal Baby food series; Royal Fruit and Vegetable Ice Cream series; Royal

12、 Solidification Fruit and Vegetable Beverage Series,CFD Food Industry Holdings Ltd.,11,Royal Fruit and Vegetable Series,ROYAL FRUIT is a nutritious food, a product mixing many kinds of high quality fruits through a process of advanced technology and craftsmanship. It contains rich Vitamin C, plant f

13、iber and natural carbohydrate. The raw materials undergo activating treatment, retaining fresh fruit nutrition and devoid of any pigment and antiseptics. Constant and long-time eating of the DELICACY helps improve your health in general, and is particularly good for intestine, stomach, heart, skin a

14、nd tooth. EASY WAY OF EATING: as a leisure food, or mixed with breakfast oatmeal, fresh cool milk, yogurt; or put in ice cream, more tasty when coated with thick chocolate coating,CFD Food Industry Holdings Ltd.,12,Royal Soup,Royal Buddha Jumping Over The Wall Fuo Tiaoqiang (Buddha Jumping over the

15、Wall), is the representative of Chinese cuisine. It is a very famous dish. The Chinese says this dish is the first dish honored among Chinese cuisine, it contains 20 different kinds of materials that produce multi-Vitamins includes sea cucumber, sharks fin, abalone, eggs, chicken and duck, etcThe sp

16、ecial way of cooking process is pouring some broth in the raw materials and seal in a jar with lotus leaf and then simmer gently. It was a poem for this dish: after opening the jar the good smell of the dish could reach the neighborhood, which makes even the Buddha abandon his deep meditation and ju

17、mp out of the wall to taste the dish. Therefore there came the name of the dish Fuo Tiaoqiang means Buddha jumping over the wall. In 1992, after the Former American President Richard Nixon tasted this dish Fuo Tiaoqiang (Buddha jumping over the wall), he was so impressed, he said this dish is well d

18、eserved its reputation.Our company has invited expert chef to make this dish Fuo Tiaoqiang and use advance vacuum packing techniques to keep its freshness, no preserves. After the treatment, the dish now is portable, easy to make as well and good for family use. The company successfully qualified fo

19、r this producing process and has gained the patent of the technique. Therefore, our company has enjoyed high reputation in the market.The company also developed abalone and sharks fin, dried fruits etcseries food on the patented technology processing which are outstanding examples in the food indust

20、rialization.,CFD Food Industry Holdings Ltd.,13,Royal Braised Sharks Fins It is made through a patent technology, and using the real materials, keeping the raw juice and the original taste. Royal Baby Food It is made of Royal fruit powder and mixed with other nutritious ingredients such as oatmeal,

21、milk powder and so on. Royal Chinese Cuisine It includes instant rice, deepfreeze food, and Chinese cuisine. All of the products are made through high-tech.,CFD Food Industry Holdings Ltd.,14,Royal Fruit and Vegetable Chocolate series,Traditional chocolate is tasted both sugary and greasy, so how to

22、 reduce the high quantity of heat and high fattiness in chocolate through appending fresh fruit into chocolate becomes a demand. But it is difficult to mix and process fresh fruit and chocolate together because of abundant water in fresh fruit, so we are difficult to find true fruit chocolate in mar

23、ket. CFD has solved the problem through appending CFD brand and patent royal fruit in chocolate. This kind of chocolate is tasted slight sugary, non-greasy, flavorful friable. It is healthy chocolate with low fattiness, low quantity of heat and high vitamine. Vegetable chocolate is another kind of p

24、roduct of CFD. The unique chocolate is tested more newfangled and healthy.,CFD Food Industry Holdings Ltd.,15,Products Base,The products base is located in Beijing Xinggu industry zone, and is licensed by the company to produce CFD foods. The area of the products base is about 26680 square metres, t

25、he area of workshop is 15000 square metres. The products base implements ISO9000 quality management system, GMP program and ACCP food safe control system and ERP management system. The products base has thousands square metres of purgative workshop of 100 thousand progression and almost 100 square m

26、etres of purgative workshop of 1000 progression. Advanced producers equipments and first-class laboratory. The temperature and humidity of workshop and record data of large equipments can be monitored by computer system. The total number of workers, managers and technicians is about 100.,CFD Food In

27、dustry Holdings Ltd.,16,BIO-TECHNOLOGY,Currently the development of world food industry shows three kinds of trends as following: 1. Green food: because of the depravation of world environment situation and ill-using additive in food, green food which is not polluted and no additive is in favor by p

28、eople; 2. Instant food: instant food becomes popular food because of the fast working and living rhythm and frequent travel. 3. Health food: currently instant food is mainly canned food, these food must be frozen up and stored under low temperature, and also these food are appended plentiful antisep

29、tic, this method may bring some problems such as losing of nutrition, storing and food sanitation, etc. Along with the growth of proceeded number for frozen food and easily interfusion by pathogen because of complicated distribution system, people are seeking some green and health food which can be

30、stored for long term under normal temperature without being frozen, this kind of food should be instant and no pollution, no additive, minimum losing of nutrition.,CFD Food Industry Holdings Ltd.,17,BIO-TECHNOLOGY (Cont),3G food meets the demand, it is green, instant and healthy, accords with the ab

31、ove three kinds of trends. The technology of 3G food is to freeze fast raw materials (such as vegetable, meat) which is precured, and then make water in the raw materials to become gasification from solid ice, and dehydrate and dry the raw materials, it is called “freeze-dry”. Freeze-dry technology

32、can process any foodstuff. The foodstuff made by freeze-dry technology not only can keep its color, scent, flavour and shape, but also can preferably keep its vitamin and protein. When freeze-dry foodstuff is added some water, it can revert into fresh food in few minites. Freeze-dry foodstuff can be

33、 stored, transited and sold under normal temperature without deepfreeze, it is not degenerative within 3-5 years.,CFD Food Industry Holdings Ltd.,18,Markets Analysis,Chinese food industry has made large progress recent years, but it is still behindhand compared with foreign food industry. The main p

34、roblem is small size and low proportion, the gross production value of food industry is only 30% of agricultural production value. In the resident food consume, the proportion of industry food is 25%. In developed countries, the proportion of industry food is about 70%, some even 90%, the gross prod

35、uction value of food industry is 150% of agricultural production value. 3G food is according with the development trend of world food industry such as “green, instant and healthy” because of its special process. It is salable in foreign countries. The price of Freeze-dry food is 5-10 times higher th

36、an the price of dry and dehydration food in international market. Freeze-dry food is a large amount of food in international trade. Currently the demand of 3G food raw materials is growing in international market. In the primary of 1970s, the output of 3G food was near upon 200000 tons every year in

37、 the world, and it had been 10000000 tons in 19990s. For example, the consumption of 3G food is more than 5 million tons in U.S.A per year, it is more than 1.6 million tons in Japan as well as more than 1.5 million tons in France. In China, the raw materials industry of 3G food is just beginning, th

38、e output is very low, but the demand from foreign markets is a large amount. The first reason is that demand exceeds supply for 3G food raw materials in foreign markets, the second reason is that the cost of 3G food raw materials is very low in China. For example, Japan imports about 100 billions Ye

39、n 3G food raw materials from China per year. And the demands from Japan, Europe and U.S markets for freeze-dry garlic powder is about 6000 tons per year. In addition, the demand for freeze-dry rapid soluble beverage, grain vegetable, fastfood soup piece and super micro-powder of food is growing rapi

40、dly in foreign markets.,CFD Food Industry Holdings Ltd.,19,Competition Analysis,The main competitors of the company are traditional brand restaurants which provide Man-Han banquet and Buddha Jumping Over The Wall and traditional nosheries in the same area. Traditional Brand Restaurants Advantages: t

41、he food is tasted authentic, the strength are strong, long time of operating, the brand are well known by guests, steady clients; Inferior position compared with the company: high cost of operating, high price of food, long time of cooking food. 2. Traditional nosheries Advantages: some certain amou

42、nt of franchise shops, partial industrial and standard producing, well public praise of food, some certain amount of customers; Inferior position compared with the company: low level industrial and standard technology, slow growth, short time of standard operating, lack of operating measures and pro

43、fessionals, behindhand producing technology, feeble management and training system.,CFD Food Industry Holdings Ltd.,20,Competition Analysis (Cont),Advantage of the company Advanced Business Concept and Technology 12 years experience of Chinese Food Industrialization Platform Design and Technology De

44、velopment Experienced Restaurant Management - 7 Years Model Shop and Franchise Shop Management Experience - ISO9001:2000 Certificate (No.: 1100/200213881) by reason of Quality Management System in Food and Beverage Service Area Known Brand Name Royal (美味珍), Royal Man-Han Banquet (皇家满汉全席), Royal Soup

45、 (佛跳墙) Registered/filed Patent - 中式即食快餐及其制备方法（ZL 93108421.0） - 食品包装盒（99300212.9） - 巧克力包层冻干水果的制备方法（95111557.X） - 食品包装盒（96320217.0） - 多味冻干保鲜水果/蔬菜巧克力的制备方法（02116432.0） - 食品包装盒（96320218.9） - 多味冻干保鲜水果及其制备方法（02116434.7） - 包装箱（02338229.5） - 多味冻干保鲜蔬菜及其制备方法（02116433.9） - 多味冻干保鲜水果/蔬菜结构（02208859.8）,CFD Food Ind

46、ustry Holdings Ltd.,21,The Management,Mr. Lim Kai Tiong: The founder of the company, a Singaporean, has lived in China for more than 12 years, engaged in R&D of 3G food, applied series patents of 3G food in China. He is the president of the company and responsible for the planning, technology R&D an

47、d financing of the company. Ms. Ni Xiao Bei : The founder of the company, wife of Mr. Lim, she is CEO of the company and responsible for the operating of the company. She holds 25.5% shares of the company. Mr. Qiu Qingsheng, the manager of Japan market development Dept. of the company. He was manage

48、r of China business Dept. of 日商岩井 from 1990-1999, channel compere of T Network company from 1999-2003. Mr.Qiu graduated from 名古屋 university, economics bachelor. Ms. Cui Hongyan, the manager of Korea market development Dept. of the company. She graduated from Peoples University of China, master degre

49、e. Mr.Tang yuemin, manager of quality control Dept. of the company, he was quality control manager of Beijing Meichu Food Co.Ltd. in 1997-2001, quality control manager of Beijing Weijiale industry Co.Ltd in 2001-2003. he graduated from Huanan Agriculture University, Food Science & Engineering bachel

50、or. Ms.Liu Lijie, manager of raw material stock Dept. of the company. She was chief buyer of Beijing Meichu Food Co.Ltd. in 1999-2001, quality control manager of 吉百利 (中国) 食品有限公司 in 2001-2003. She graduated from China Agriculture University, Food Science & Engineering bachelor. Mr.Gen Xiaodong, manag

51、er of engineering & equipment Dept. of the company. He was technician of Beijing Mechanical Company in 1989-1993, vice manager of Equipment Dept. of Beijing Weikerui Wire & Cable Co.Ltd. in 1993-2001, manager of technology Dept. of Osima Elevator company in 2001-2003. He graduated from Tangshan Indu

52、stry College, bachelor.,CFD Food Industry Holdings Ltd.,22,Company Organization,BIO FOOD,SALES Dept.,PLANNING MARKETING Dept.,R&D Dept.,RESTAURANT FRANCHISE,BIO FOOD BUSINESS,DISTRIBUTION Dept.,A/S,ACCOUNTS Dept.,CFD Food Industry Holdings Ltd.,CFD Food Industry Holdings Ltd.,23,Marketing Strategy -

53、Marketing Policy,According to the features of 3G food, the founders of the company has operated several model shops successfully in China. The company will implement and extend model shop and franchise business step by step with qualified strategic partners in overseas. According to the marketing st

54、rategy of the company, the company will set up some local companies in overseas countries, such as Japan, Korea, France, Hong Kong and the U.S. by itself at first. The purpose of setting up local companies is to escape the trade barriers of exporting 3G food from China. All 3G food producing in Chin

55、a will be the productions of OEM with the brand of local companies. Once the local companies is set up, the company will finance and cooperate with local strategic partners to open model shops, franchise shops and distribute 3G food. Every local company will be given exclusive agent right of CFD 3G

56、food in the country by the company. All of CFD 3G food will be provided to these local companies as OEM products by the company.,CFD Food Industry Holdings Ltd.,24,John Lim and Ni Xiaobei,Overseas Market,CFD Food Industry Holdings Ltd. (BVI Company) (美味珍食品工业集团控股有限公司, BVI注册),84.2 %,Royal Science and

57、Technology Ltd. (美味珍科技有限公司, 北京),CFD Korea,CFD-Japan,CFD US,CFD HK,CFD France,CFD Global Product Base & Distribution Center,CFD Model/Franchise Restaurant Biz,Sale & Distribute CFDG3 Food Product,China Market,CFD Model/Franchise Restaurant Biz,Marketing Strategy-Biz Marketing Structure,Sale & Distrib

58、ute CFDG3 Food Product,CFD Holding Ltd. (美味珍控股，BVI注册),Management,15.8 %,100 %,OEM,100 %,Products supply,CFD Food Industry Holdings Ltd.,25,John Lim and Ni Xiaobei,Overseas Market,CFD Food Industry Holdings Ltd. (BVI Company) (美味珍食品工业集团控股有限公司, BVI注册),CFD Korea,CFD-Japan,CFD US,CFD HK,CFD France,CFD M

59、odel/Franchise Restaurant Biz,Marketing Strategy-Biz Marketing Structure(Cont),Sale & Distribute CFDG3 Food Product,CFD Holding Ltd. (美味珍控股，BVI注册),Management,Venture FUND,100%,Local Strategic Partners,CFD Food Industry Holdings Ltd.,26,Marketing Strategy- Biz Marketing Structure(Cont),CFD Food Industry Holdings Ltd. (BVI Company) (美味珍食品工业集团控股有限公司, BVI注册),CFD local company,CFD Model Restaurant Biz,Sale & Distribute CFD G3 Food Product,PRODUCTS SUPPLY,L