上海杉杉科技公司商业计划书

上 海 杉 杉 科 技 公 司商 业 计 划 书二00五年 三月 上海目 录摘要1.公司背景2.组织简介3.市场和行业分析4.产品介绍5.生产和制造6.新产品产业化项目7.营销计划8.财务预测摘要1.公司背景1.1 发展综述（Overview）上海杉杉科技有限公司(以下简称:杉杉科技)是中国著名的上市公司-宁波杉杉股份有限公司(股票代码:6000389)与中国顶级的碳素材料研究机构-辽宁鞍山热能研究院碳素研究所于1999年合作成立的以特种碳素材料为发展主线的高科技产业公司.在创业发展的第一阶段，杉杉科技成功地吸纳了鞍山热能院碳素研究所的科研团队，以商业化的经营方式完成了特种碳素材料研究成果中间相碳微球（CMS）置备技术的产业化，并在CMS生产技术的基础上开发出了一系列具有世界顶级水平的用于小型可充电锂离子/锂聚合物电池的特种碳素产品,迅速成为全球最主要锂离子/锂聚合物电池负极材料供应商.在锂电池系列负极产品成功占领国内和国际市场的基础上,杉杉科技持续投入巨额研发经费，完成了其他四种高附加值特种碳素材料的前期开发工作,并将在今后的三年内形成产业能力. 从2005年开始，杉杉科技将会进入稳健高速发展的第二阶段：在这个阶段，杉杉科技将分期逐步把电火花电极、结晶器及石墨热场系列产品和滑触板系列产品规模性地产业化，杉杉科技将由单纯生产锂电池负极材料转变成为拥有三大系列（锂电池系列负极产品系列、电火花电极、结晶器及石墨热场系列、滑触板系列）近20种功能产品组合（product portfolio）的国际一流的特种碳素材料供应商。良好的产品组合将会提高整个公司的盈利能力，同时也会大大增强杉杉科技的抗风险能力。经过五年多的快速发展,杉杉科技准确地将自己定位于高附加值特种碳素材料的研发和生产,锤炼出了一个强悍高效的管理团队，聚集了一批高水平的专业研发力量，开发出了一大批忠实的高端客户，从而形成了独特的核心竞争优势(core competitive advantages)和在业内的持续领先地位。展望未来，有理由相信，杉杉科技将会成为全球特种碳素材料专门市场(niche market)中的“隐性冠军”(hidden champion), 以高增长性和高盈利能力为股东创造丰厚价值。1.2 公司发展大事记 （Key Milestones） 1999年9月，杉杉集团与辽宁鞍山热能研究院合作成立“上海杉杉科技有限公司”。鞍山热能院以无形资产（锂离子电池碳负极材料的制备技术）作价出资，使得杉杉科技取得了拥有自主知识产权工业化生产CMS的技术能力。 99年12月，“年产200吨CMS锂离子电池碳负极材料”项目作为中国“863”高科技工业示范项目开始在上海动工开始建设。 2001年7月，年产200吨CMS工业生产装置投入运行，完成了CMS产业化生产的进程，打破了国内CMS主要依靠进口的局面。 2003年5月，上海杉杉科技公司开始投入资金进行产能扩大改造项目；2004年1月，上海科技公司形成年产CMS450吨的生产能力，产能和产品性能都居国内领军地位。 2003年7月，上海杉杉科技有限公司与其控股股东宁波杉杉股份有限公司共同出资组建宁波杉杉新材料科技有限公司。宁波杉杉新材料科技有限公司于2003年9月开始在浙江宁波上马“年产800吨CMS项目”。 2004年3月，宁波杉杉新材料科技有限公司“年产800吨CMS项目”开始投入试生产；到2004年12月，浙江宁波“年产800吨CMS项目”达到设计生产能力。 2004年5月，杉杉科技开始在浙江宁波“年产800吨CMS项目”的基础上，建立年产200吨“各向同性细结构石墨”小规模生产线，积极尝试生产结晶器、电火花电极、石墨热场系列产品。 2004年12月，杉杉科技正式向中国国家专利局就结晶器、电火花电极、石墨热场系列产品的生产技术提出两项专利申请。 2005年6月，预计年产200吨“各向同性细结构石墨”小规模生产线可生产出部分结晶器、电火花电极等样品供应用户。1.3 Legal Structure and Ownership ChartDiagram 2-1 SSSTs Ownership Chart Mr. Hu Haiping and other 28 individuals 3m (1.9608%)Shanghai Shanshan Causal Garment Co.,Ltd 15m（10%）Ningbo Shanshan Co., Ltd 135m (88.0392%)SSST: Shanghai Shanshan Science & Technology Co., LtdCMS production capacity: 450ton/year63m (90%) 7m (10%)Ningbo Shanshan New Material Science & Technology Co., LtdCMS production capacity : 800ton /year 1.4 Other companies and Institute SSST invested in1. Hunan Shanshan New Material Co. Ltd, Hunan Shanshan New Material Co., Ltd, a company producing Li-Ion/Polymer battery cathode material in which SSST once took 75% of its stakes with investment of RMB75m in cash and two scientists held 25% of its remaining stakes with the cathode material production technology they developed, was established in Changsha, Hunan province in 2003. SSST set up such a company to meet the highly differentiated demands for anode materials from different Li-Ion/Polymer battery manufacturers since the match-up of anode and cathode materials is one of the key factors determining a batterys quality. By the way, SSST could also snatch more value by cross-selling cathode materials to its existing clients. However, manufacturing cathode material is a totally different technology for SSST. In order to focus on its long-term strategic product portfoliospecial carbon materials, SSST decided not to put more capital in this company when Hunan Shanshan New Material Co., Ltd issued new equity in February 2005. Currently SSST holds only 15% of the stakes in the company and Ningbo Shanshan Co., Ltd, SSSTs dominating shareholder, became this companys controlling stakeholder ny holding 60% of its stake. In this way, the two companies build a strategic alliance in Li-Ion/Polymer battery industry.2. Shanghai New Material Research Institute Co. Ltd As a self-evidenced rule, R&D is the paramount factor for the success of any high-tech company. To keep a sustaining competitive edge, Ningbo Shanshan Co., Ltd, SSSTs principle shareholder, initiated to set up such a research organization to conduct R&D activities relating to SSSTs next generation products. This institute had invited many renowned Chinese scientists from Chinese Academy of Science and famous Chinese Universities to do research projects in carbon material development area. Working creatively in this flexible research organization, these outside talents cooperate closely with SSSTs internal R&D team and consequently enhance SSSTs “deep pocket” in new product pipeline. Business Scope: R&D in new special carbon materials.Ownership Structure: Ningbo Shanshan Co., Ltd -85% SSST-15%Total Paid-In Capital: RMB39.2m3. Shanghai Shanshan Import &Export Co., LtdBusiness Scope: General Export and Import trading business including special carbon materials export. SSST is considering spinning off this trading company at proper time.Ownership Structure: SSST: -90% Ningbo Shanshan Co., Ltd- 10%1.5 Historical Financial Data Table 2-1 Summary of SSSTs Historical Financial Figures Unit: RMB in million Items2001200220032004Total Revenue19.7450.7184.76111.2Gross Profit11.3415.5327.5239.98Profit Before Tax1.236.4016.1525.64Net Profit:1.055.0113.8221.79Chapter 2 Organization2.1. Organizational StructureDiagram 2-1 Organization Chart of SST President and CEO: Haiping Hu CFO: YuJiang LuVP: Zhihua LiHuan Shanshan New Material Co.LtdDeputy GM:Bo HuStandingDeputy GM:Jianqiao Wang Marketing Dept: Liu Can Quality Admin. Office:Huiyu DuQuality Inspection and Control Dept: Fang LiuHR Dept.:Wei Shi DepInvestment Management Dept.:Wei ShiR&D Dept.:Dianhao Zhang Manufacture Dept.:Xiaoyang DingNingbo Shanshan New Material Sci.&Tech.Co., Ltd.Finance Dept.: Jun ChenChief Engineer: Dianha ZhangDeputy GM Suning Feng2.2. Management Team Members SSST has a powerful and professional management team which partly attributes to its excellent historical achievement and will ensure its robust development in the future. President and CEO: Mr. Haiping HuAfter receiving his Master degree in Chemical Automation from Zhejiang University, one of the top ten high-learning institutions in China, Mr. Haiping joined P&G (China) Inc. in 1991 and he was quickly promoted to be a manager in charge of P&Gs chemical raw material factory in Guangzhou. From 1993 to 1996, Mr. Hu was the General Manager of Hong Kong Taixing Development Co., which engaged in developing and running luxury hotels in Mainland China.In 1996, Mr. Hu was recruited by Shanshan Group, a leading Chinese garment manufacturing and marketing corporation and core entity of entire Shanshan Enterprise, and was appointed to be its VP .In 1999, Mr. Hu Haiping took responsibility to set up SSST from scratch as SSSTs founding CEO. Mr. Hus strong entrepreneurship character, excellent leadership, well-educated background and rich experience in chemical manufacturing industry are indispensable assets for SSST. VP: Mr. Zhihua Li Responsible for marketing activities and client developing and retaining and quality control.Working Experience:2004Present VP，SSST and President, Hunan Shanshan New Material Co., Ltd20022004 VP, SSST19962002 CEO, Beijing Wanshen Xinhai Science&Technology Co., Ltd19961999 Production Executive, Electroux Refrigerator（Changsha）Co., Ltd19891996 VP, Hunan Taizhidao Industrial Co., LtdEducation: Bachelor, Changsha Electric Power College CFO: Mr. Yujiang LuWorking Experience:2004Present: CFO, SSST20032004 CFO Baotou Tianlun Environment Protection Co. Ltd 19982003 Director of Financial Dept, Changchun Heat- Shrinkable Material Co., Ltd 19891998 Accountant, Ningbo Dafu Electrical Products Co., LtdEducation Background:Graduated from Economic Department, Zhejiang University, 1996 Standing GM: Mr. Jianqiao Wang Responsible for manufacturing, R&D, and HR.Working Experience:2004Present Standing Deputy GM, SSST and CEO, Ningbo Shanshan New Material Science & Technology Co., Ltd19992004 Deputy GM, SSST19921998 Accountant, St. George Bank, Australia 19851989 Engineer, Shanghai Pudong Gas Co., LtdEducation Background:Master in Financial Management, University of Technology, Sydney, Australia, 1992 Bachelor in Energy Chemical Engineer , Eastern China Chemical Engineer College, 1985 Deputy GM: Mr. Bo HUWorking Experience:1999Present: Deputy, SSST19911999 Engineer, Anshan Thermal Energy Research InstituteEducation Background:Bachelor, Wuhan Iron and Steel College, China, 1990 Deputy GM: Mr. Suning Feng Working Experience:2000Present Deputy GM, SSST19902000 Assistant Researcher，Carbon Material Project， Anshan Thermal Energy Research InstituteEducation Background：Bachelor in Coal Chemical Engineering，Dalian University of Technology, 1990 Chief Engineer: Mr. Dianhao Zhang Working Experience:2001Present Chief Engineer， SSST19872000 Head of Carbon Material Research Project, Anshan Thermal Energy Research Institute19821987 Director of Technology Dept, Anshan Oil Paint Plant Education Background:Bachelor in Polymer Chemistry, Shenyang Chemical Engineering College, 1982*Mr. Suning Feng and Mr. Dianhao Zhang were principle researchers in the research team responsible for the manufacture of the anode material for Li-Ion battery based on Carbon material, one of the national high-tech R&D projects (Called 863 projects in China), in Anshan Thermal Energy Research Institute. Their expertise and R&D ability in special carbon materials forms SSSTs strong technological foundation. 2.3 Other Key Employees Director of Manufacture Dept.: Mr. Xiaoyang Ding After graduated from Anshan Iron and Steel College in 1994, Mr. Xiaoyang Ding had worked in Anshan Thermal Energy Research Institute for 8 years as a researcher assistant for anode material manufacture. From 1991，Mr. Ding started to work with SSST as the director of manufacture Dept. Mr. Dings outstanding experience in anode material manufacture makes significant contribution for SSSTs anode material production. Director of Investment Dept and HR Dept.: Mr. Wei Shi Holding a MBA degree of U.V.B. in Belgium, Mr. Wer Shi has worked with SSST as both the director of its HR Dept. and Investment Management Dept. His professional management concept and business concept added remarkable values in SSSTs management. Technology Advisor: Guohua Yang Mr. Yang is one of the distinctive scientists in special carbon material field in China. In 1950s, he had worked in former USSR to do some research projects in special carbon material area. His creative insight in Carbon material product R&D as well as his extensive network in scientist community ensures SSSTs sustaining advantages in R&D activities.2.4 Principal Stockholders1. Ningbo Shanshan Co., Ltd Ningbo Shanshan Co., Ltd is the flagship company of Shanshan Enterprises. Shanshan Enterprise，one of the 520 key national enterprises designated by the State Council of China，is famous for its leading Chinese Apparel Brand Shanshan in China. Shanshan Enterprises marketing networks cover all major cities in Mainland. Currently Shanshan Enterprises has become a large enterprise conglomeration active in an extensive range of industries.Ningbo Shanshan Co., Ltd went public on Shanghai Stock Exchange in January 1996(Stock code: 600389). The company designs, manufactures, and markets many famous brand garments (including Shanshan) such as formal business suits, shirts and casual wears etc.As SSSTs largest shareholder, Ningbo Shanshan Co., Ltd rich marketing experience and strong financial strength lay solid foundation for SSSTs quick growth.2. Mr. Hu Haiping and other 28 individuals In March 2003, the board of SSST decided to transfer 1.9608% of SSSTs stakes at a favorite price to SSSTs management team members and other key employees based on their contribution and performance. This change in ownership structure, rarely used in Chinese companies yet, provides very positive incentive to management team and key employees besides normal payment package.Chapter 3 Market Analysis 3.1. Overview of Global Lithium-Ion Batteries Industry3.1.1 The Rise of Lithium-Ion/Polymer BatteriesNi-Cd , Ni-H, and Li-Ion/Polymer Batteries are three kinds of widely used mini-rechargeable batteries in the world. Comparing to Ni-Cd and Ni-H batteries, the Li-ion/polymer batteries have prominent advantages as follows: higher working voltage, greater energy density, none memory effect of charge-discharge, longer cycle life, lower self-discharge, no heavy metal pollution, etc. Therefore, the Li-ion/polymer batteries have been used in a variety of fields and their usage in other fields is still growing up rapidly.In 2004, the total volume of global mini-rechargeable batteries for the year was around US$6 billion, of which Li-Ion/Polymer batteries took about 76% of the total market share.Diagram3-1 the global market share of mini-rechargeable batteries in 2004Information Source: Nov., 2004 The Li-Ion batteries were firstly invented and put into use in Japan in the later 1990s, but the market share of Li-ion batteries have been increasing annually at a surprisingly quick speed. The following picture gives us a clearly changing trend about the global output of Li-ion, Ni-H and Ni-Cd batteries from the year 2000 to the year 2005.Diagram 3-2 Global output of Li-Ion, Ni-Cd, and Ni-H Battery 2000-2005Unit: 100million Unit3.1.2 The Principle Usages of Lithium-Ion/Polymer Batteries Currently the principle usages of Lithium-Ion/Polymer batteries are illustrated in the following diagram:Diagram 3-3 the application distribution of the Li-ion batteries in 2003Most importantly, in the coming years, the Li-ion/Polymer batteries are widely expected to be used to drive mobile vehicles and bicycles thanking to their advantages of higher voltage and greater energy storage ratio. Needless to say, both the diminishing oil resource and the expectedly high price of oil in the long run call for commercially applicable power batteries to replace the oil eating engines. For examples, Toyota has put a huge amount of R&D investment in commercial electric-power automobile using the Li-ion batteries; meanwhile, Chinese BYD is also developing its own electric-power automobiles using Li-ion batteries. As the first step of SSSTs Li-Ion power batteries plan, SSST is making progress to develop affordable Li-Ion batteries which can drive bicycles running in towns and cities (less than 50 kilometers for one recharge). Such bicycle power batteries will have enormous market demand arising from around 1 billion bike users in China. Based on the power batteries development projection, it is reasonably estimated that in the next 5 to 10 years, the Li-ion/polymer batteries will have tremendous potential in the global market.3.1.3 Sales and production of Lithium-Ion/Polymer Batteries: Historical Data In the past, there has been a highly increasing rate for the sales of the Li-ion/Polymer batteries, especially for Li-Polymer batteries from 2000.Diagram 3-4 Global sales volume of Li-Ion/Polymer batteries (millionUS$)25%-30% annual increase rateDiagram3-5 Global production volume of Li-ion batteries 3.1.4 Sales and production of Lithium-Ion/Polymer Batteries: Forecasting DataIT Research Institute in Japan forecasted in 2003 as follow: the compound increasing rate for the global production scale of Li-ion batteries will be 23.2% from 2004 to 2006; in the same period the sale revenue increase rate will be 12.25%. Then, the Li-ion battery industry will reach a relatively steady phase between 2007 and 2010. During such phase, the compound increasing rate of the production scale will keep around 9.85% and the sales revenue increase rate 5.85%.Diagram 3-6 Forecasting sales revenues of the Li-ion batteries, Unit: U$100millionDiagram 3-7 Forecasting production scale of Li-Ion battery Unit: 100million unit If there is significant breakthrough in the technique of Li-ion/polymer power batteries in the future 5 years, the market volume for the Li-ion batteries will increase more sharply.3.1.5 The national landscape of the global Li-ion battery industryJapan succeeded in launching Li-ion batter manufacturing techniques in the middle of 1990s and monopolized the industry in the following half decade. In 2000, Japan still took up 93.9% of entire global market share.China and South Korea had gradually mastered the techniques of producing Li-ion batteries since 2000 and the market shares of Chinese and Korean rose sharply. The global market of the Li-ion batteries was shared among Chinese, Korean and Japanese.Diagram 3-8 Regional market shares of the global Li-ion batteries in 2003 According to the current trend, the production of the Li-ion/polymer batteries is gradually moving to China. The major manufacturers in Japan and Korea are starting to set up production and research subsidiaries in China and Chinese local manufactures are expanding their capacity aggressively. It has been estimated that the production of Li-ion/polymer batteries in China will snatch more than 50% of the total global output in the next 3 to 5 years.3.2. Overview of Lithium-Ion Batteries Industry in China 3.2.1 Developing trend of Li-Ion battery industry in China The output of Li-ion/polymer battery in mainland China kept increasing rapidly from 2000 to 2004. Indeed, the average annual growth rate over these years is more than 150%. Because of the expected periodic sluggish market demand for mobile in the recent two years, the growth ra