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1 CFDFoodIndustryHoldingsLtd BusinessPlan Mar 2004 2 CONFIDENTIALITYANDRECIPIENT SUNDERTAKINGS TheinformationcontainedinthisMemorandumisconfidentialandproprietarytoCFD ByacceptingdeliveryofthisMemorandum theintendedrecipientisdeemedtohaveacknowledgedandagreedtothefollowing theinformationcontainedinthisMemorandumwillbeusedbytherecipientsolelyforthepurposeofdecidingwhethertoproceedwithafurtherinvestigationoftheCompany thisMemorandumorinformationderivedfromthisMemorandumwillbekeptinstrictconfidenceandwillnot whetherinwholeorinpart bereleasedordiscussedbytherecipient norwillanyreproductionsofsuchinformationbemade foranyotherpurposeotherthanananalysisofthemeritsofaneventualinvestmentinCFDbyitsintendedrecipient anduponthewrittenrequestofCFD thisMemorandum anyotherdocumentsorinformationfurnishedandanyandallreproductionsthereofandnotesrelatingtheretowillbepromptlyreturnedtoCFD 3 FOODINDUSTRYCHANGESCOMPANYBACKGROUNDMISSIONOFTHECOMPANYHISTORYPRODUCTSBIO TECHNOLOGYBUSINESSMODELSMARKETSANALYSISCOMPETITIONANALYSISTHEMANAGEMENTDEVELOPMENTSTRATEGYFINANCIALFORECASTTHEOFFERING CONTENTS 4 WORLDFOODINDUSTRYCHANGES 1stGENERATION 3rdGENERATION 2ndGENERATION 1930 1970 1970 1990 1990 CANNEDGOODS PROCESSEDFOODOBJECT HI TECHBIO NATUNAL SimplificationofGoodsGoodsaddedatophanandantisepticRevolutionofLogistic DiversificationofgoodsandatophanSolutionofantisepticandchemistryadditive additionofsmallquantity Industrialofmasslogisticandconsumption Researchandinvestmentofbio technology US Japan Europe etc GreenFood FreeAtophan PreservationofNutrition VariousDevelopmentofGoods 5 TheCompany CFDFoodIndustryHoldingsLtd 美味珍食品工业控股集团有限公司 hereafter thecompany Registeredat DrakeChambers Tortola BritishVirginIslandCEO Mr LimKaiTiongMainBusiness 3GFoodRManagementofModelShopsandFranchiseBusinessovertheworld GoaloftheCompany IntroduceandenrichChinesedieteticculturethroughscientifictechniques advancedmanagementandnaturalgreenfoodtotheinternationalmarkets ResearchanddevelopmentfortheChinesecuisine exploringlarge scalemanagementoffoodindustrializationandoperationmanagementinChineseandinternationalhospitalitybusiness callforhealthylivingstyle 6 TheCompany Cont Shareholders Mr LimKaiTiong Thefounderofthecompany aSingaporean haslivedinChinaformorethan12years engagedinR Dof3Gfood appliedseriespatentsof3GfoodinChina Heisthepresidentofthecompanyandresponsiblefortheplanning technologyR Dandfinancingofthecompany Heholds58 94 sharesofthecompany Ms NiXiaoBei Thefounderofthecompany wifeofMr Lim sheisCEOofthecompanyandresponsiblefortheoperatingofthecompany Sheholds25 26 sharesofthecompany CFDHoldingLtd acompanyregisteredinBVI itisashareholdingcompanyforfuturemanagementteamofthecompany Itholds15 8 sharesofthecompany 7 MissionoftheCompany ModelShopsandFranchisebusiness Qualitymanagementandqualityfood Providepatentedproducts Costcontrol Completecentralkitchen warehouseandcentralizedsupply Providedecorationmaterial Global3Gproductbaseanddistributioncenter UtilizecompetitivelaborsinChina UtilizecompetitiverawmaterialsinChina TobetheNo 1Companyin3GFoodIndustry 8 BackgroundandhistoryrelatingtotheCompany 1990 beganthedesignandplanofplatformofChinesefoodindustrializationandthedevelopmentandtestofprocess 1993 appliedtheinventivepatentstoChineseBureauofPatents 1994 establishmentofBeijingRoyalIndustrialCo Ltd 1996 approvedtheinventivepatentsrightsfromChineseBureauofPatents 1997 setupthefirstmodelshopintheWorldTradeCenterofBeijing 2002 setupthesecondmodelshopinHuarunBuildingofBeijing 2002 acquiredthecertificateofFDA 2002 acquiredtheQualitySystemCertificateofISO9001 20002002 becamememberofChinaChainStoreFranchiseAssociation 2003 setupthethirdmodelshopinBeijingYingjiaCenter 2003 establishmentofBeijingRoyalScienceandTechnologyLtd 2003 establishmentofCFDFoodIndustryHoldingsLtd 9 BackgroundandhistoryrelatingtotheCompany Cont Dec 2003 BeijingRoyalScienceandTechnologyLtdinvestedfor3GfoodGMPfactoryinXingguindustryzoneofBeijingPingguJan 2004 setupthefourthmodelshopinHepinghotel Novotel TheinventivepatentsrightsistransferringtoCFDFoodIndustryHoldingsLtd fromMr LimKaiTiongatnow 10 Products TheCompanyhasbeenlicensed7seriesofCFDbrandfoodbasedonBio technologyplatformandChinesefoodindustrializationpatentsasfollows RoyalFruitandvegetableseries RoyalFruitChocolateseries RoyalFruitandvegetableCakeseries RoyalChinesefoodandnubbysoupseries RoyalBabyfoodseries RoyalFruitandVegetableIceCreamseries RoyalSolidificationFruitandVegetableBeverageSeries 11 RoyalFruitandVegetableSeries ROYALFRUITisanutritiousfood aproductmixingmanykindsofhighqualityfruitsthroughaprocessofadvancedtechnologyandcraftsmanship ItcontainsrichVitaminC plantfiberandnaturalcarbohydrate Therawmaterialsundergoactivatingtreatment retainingfreshfruitnutritionanddevoidofanypigmentandantiseptics Constantandlong timeeatingoftheDELICACYhelpsimproveyourhealthingeneral andisparticularlygoodforintestine stomach heart skinandtooth EASYWAYOFEATING asaleisurefood ormixedwithbreakfastoatmeal freshcoolmilk yogurt orputinicecream moretastywhencoatedwiththickchocolatecoating 12 RoyalSoup RoyalBuddhaJumpingOverTheWall FuoTiaoqiang BuddhaJumpingovertheWall istherepresentativeofChinesecuisine Itisaveryfamousdish TheChinesesaysthisdishisthefirstdishhonoredamongChinesecuisine itcontains20differentkindsofmaterialsthatproducemulti Vitaminsincludesseacucumber shark sfin abalone eggs chickenandduck etc Thespecialwayofcookingprocessispouringsomebrothintherawmaterialsandsealinajarwithlotusleafandthensimmergently Itwasapoemforthisdish afteropeningthejarthegoodsmellofthedishcouldreachtheneighborhood whichmakeseventheBuddhaabandonhisdeepmeditationandjumpoutofthewalltotastethedish Thereforetherecamethenameofthedish FuoTiaoqiang meansBuddhajumpingoverthewall In1992 aftertheFormerAmericanPresidentRichardNixontastedthisdish FuoTiaoqiang Buddhajumpingoverthewall hewassoimpressed hesaidthisdishiswelldeserveditsreputation Ourcompanyhasinvitedexpertcheftomakethisdish FuoTiaoqiang anduseadvancevacuumpackingtechniquestokeepitsfreshness nopreserves Afterthetreatment thedishnowisportable easytomakeaswellandgoodforfamilyuse Thecompanysuccessfullyqualifiedforthisproducingprocessandhasgainedthepatentofthetechnique Therefore ourcompanyhasenjoyedhighreputationinthemarket Thecompanyalsodevelopedabaloneandshark sfin driedfruitsetc seriesfoodonthepatentedtechnologyprocessingwhichareoutstandingexamplesinthefoodindustrialization 13 RoyalBraisedShark sFinsItismadethroughapatenttechnology andusingtherealmaterials keepingtherawjuiceandtheoriginaltaste RoyalBabyFoodItismadeofRoyalfruitpowderandmixedwithothernutritiousingredientssuchasoatmeal milkpowderandsoon RoyalChineseCuisineItincludesinstantrice deepfreezefood andChinesecuisine Alloftheproductsaremadethroughhigh tech 14 RoyalFruitandVegetableChocolateseries Traditionalchocolateistastedbothsugaryandgreasy sohowtoreducethehighquantityofheatandhighfattinessinchocolatethroughappendingfreshfruitintochocolatebecomesademand Butitisdifficulttomixandprocessfreshfruitandchocolatetogetherbecauseofabundantwaterinfreshfruit sowearedifficulttofindtruefruitchocolateinmarket CFDhassolvedtheproblemthroughappendingCFDbrandandpatentroyalfruitinchocolate Thiskindofchocolateistastedslightsugary non greasy flavorfulfriable Itishealthychocolatewithlowfattiness lowquantityofheatandhighvitamine VegetablechocolateisanotherkindofproductofCFD Theuniquechocolateistestedmorenewfangledandhealthy 15 ProductsBase TheproductsbaseislocatedinBeijingXingguindustryzone andislicensedbythecompanytoproduceCFDfoods Theareaoftheproductsbaseisabout26680squaremetres theareaofworkshopis15000squaremetres TheproductsbaseimplementsISO9000qualitymanagementsystem GMPprogramandACCPfoodsafecontrolsystemandERPmanagementsystem Theproductsbasehasthousandssquaremetresofpurgativeworkshopof100thousandprogressionandalmost100squaremetresofpurgativeworkshopof1000progression Advancedproducers equipmentsandfirst classlaboratory Thetemperatureandhumidityofworkshopandrecorddataoflargeequipmentscanbemonitoredbycomputersystem Thetotalnumberofworkers managersandtechniciansisabout100 16 BIO TECHNOLOGY Currentlythedevelopmentofworldfoodindustryshowsthreekindsoftrendsasfollowing 1 Greenfood becauseofthedepravationofworldenvironmentsituationandill usingadditiveinfood greenfoodwhichisnotpollutedandnoadditiveisinfavorbypeople 2 Instantfood instantfoodbecomespopularfoodbecauseofthefastworkingandlivingrhythmandfrequenttravel 3 Healthfood currentlyinstantfoodismainlycannedfood thesefoodmustbefrozenupandstoredunderlowtemperature andalsothesefoodareappendedplentifulantiseptic thismethodmaybringsomeproblemssuchaslosingofnutrition storingandfoodsanitation etc Alongwiththegrowthofproceedednumberforfrozenfoodandeasilyinterfusionbypathogenbecauseofcomplicateddistributionsystem peopleareseekingsomegreenandhealthfoodwhichcanbestoredforlongtermundernormaltemperaturewithoutbeingfrozen thiskindoffoodshouldbeinstantandnopollution noadditive minimumlosingofnutrition 17 BIO TECHNOLOGY Cont 3Gfoodmeetsthedemand itisgreen instantandhealthy accordswiththeabovethreekindsoftrends Thetechnologyof3Gfoodistofreezefastrawmaterials suchasvegetable meat whichisprecured andthenmakewaterintherawmaterialstobecomegasificationfromsolidice anddehydrateanddrytherawmaterials itiscalled freeze dry Freeze drytechnologycanprocessanyfoodstuff Thefoodstuffmadebyfreeze drytechnologynotonlycankeepitscolor scent flavourandshape butalsocanpreferablykeepitsvitaminandprotein Whenfreeze dryfoodstuffisaddedsomewater itcanrevertintofreshfoodinfewminites Freeze dryfoodstuffcanbestored transitedandsoldundernormaltemperaturewithoutdeepfreeze itisnotdegenerativewithin3 5years 18 MarketsAnalysis Chinesefoodindustryhasmadelargeprogressrecentyears butitisstillbehindhandcomparedwithforeignfoodindustry Themainproblemissmallsizeandlowproportion thegrossproductionvalueoffoodindustryisonly30 ofagriculturalproductionvalue Intheresidentfoodconsume theproportionofindustryfoodis25 Indevelopedcountries theproportionofindustryfoodisabout70 someeven90 thegrossproductionvalueoffoodindustryis150 ofagriculturalproductionvalue 3Gfoodisaccordingwiththedevelopmenttrendofworldfoodindustrysuchas green instantandhealthy becauseofitsspecialprocess Itissalableinforeigncountries ThepriceofFreeze dryfoodis5 10timeshigherthanthepriceofdryanddehydrationfoodininternationalmarket Freeze dryfoodisalargeamountoffoodininternationaltrade Currentlythedemandof3Gfoodrawmaterialsisgrowingininternationalmarket Intheprimaryof1970 s theoutputof3Gfoodwasnearupon200000tonseveryyearintheworld andithadbeen10000000tonsin19990 s Forexample theconsumptionof3Gfoodismorethan5milliontonsinU S Aperyear itismorethan1 6milliontonsinJapanaswellasmorethan1 5milliontonsinFrance InChina therawmaterialsindustryof3Gfoodisjustbeginning theoutputisverylow butthedemandfromforeignmarketsisalargeamount Thefirstreasonisthatdemandexceedssupplyfor3Gfoodrawmaterialsinforeignmarkets thesecondreasonisthatthecostof3GfoodrawmaterialsisverylowinChina Forexample Japanimportsabout100billionsYen3GfoodrawmaterialsfromChinaperyear AndthedemandsfromJapan EuropeandU Smarketsforfreeze drygarlicpowderisabout6000tonsperyear Inaddition thedemandforfreeze dryrapidsolublebeverage grainvegetable fastfoodsouppieceandsupermicro powderoffoodisgrowingrapidlyinforeignmarkets 19 CompetitionAnalysis ThemaincompetitorsofthecompanyaretraditionalbrandrestaurantswhichprovideMan HanbanquetandBuddhaJumpingOverTheWallandtraditionalnosheriesinthesamearea TraditionalBrandRestaurantsAdvantages thefoodistastedauthentic thestrengtharestrong longtimeofoperating thebrandarewellknownbyguests steadyclients Inferiorpositioncomparedwiththecompany highcostofoperating highpriceoffood longtimeofcookingfood 2 TraditionalnosheriesAdvantages somecertainamountoffranchiseshops partialindustrialandstandardproducing wellpublicpraiseoffood somecertainamountofcustomers Inferiorpositioncomparedwiththecompany lowlevelindustrialandstandardtechnology slowgrowth shorttimeofstandardoperating lackofoperatingmeasuresandprofessionals behindhandproducingtechnology feeblemanagementandtrainingsystem 20 CompetitionAnalysis Cont Advantageofthecompany AdvancedBusinessConceptandTechnology12yearsexperienceofChineseFoodIndustrializationPlatformDesignandTechnologyDevelopment ExperiencedRestaurantManagement 7YearsModelShopandFranchiseShopManagementExperience ISO9001 2000Certificate No 1100 200213881 byreasonofQualityManagementSysteminFoodandBeverageServiceArea KnownBrandNameRoyal 美味珍 RoyalMan HanBanquet 皇家满汉全席 RoyalSoup 佛跳墙 Registered filedPatent 中式即食快餐及其制备方法 ZL93108421 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 21 TheManagement Mr LimKaiTiong Thefounderofthecompany aSingaporean haslivedinChinaformorethan12years engagedinR Dof3Gfood appliedseriespatentsof3GfoodinChina Heisthepresidentofthecompanyandresponsiblefortheplanning technologyR Dandfinancingofthecompany Ms NiXiaoBei Thefounderofthecompany wifeofMr Lim sheisCEOofthecompanyandresponsiblefortheoperatingofthecompany Sheholds25 5 sharesofthecompany Mr QiuQingsheng themanagerofJapanmarketdevelopmentDept ofthecompany HewasmanagerofChinabusinessDept of日商岩井from1990 1999 channelcompereofTNetworkcompanyfrom1999 2003 Mr Qiugraduatedfrom名古屋university economicsbachelor Ms CuiHongyan themanagerofKoreamarketdevelopmentDept ofthecompany ShegraduatedfromPeople sUniversityofChina masterdegree Mr Tangyuemin managerofqualitycontrolDept ofthecompany hewasqualitycontrolmanagerofBeijingMeichuFoodCo Ltd in1997 2001 qualitycontrolmanagerofBeijingWeijialeindustryCo Ltdin2001 2003 hegraduatedfromHuananAgricultureUniversity FoodScience Engineeringbachelor Ms LiuLijie managerofrawmaterialstockDept ofthecompany ShewaschiefbuyerofBeijingMeichuFoodCo Ltd in1999 2001 qualitycontrolmanagerof吉百利 中国 食品有限公司in2001 2003 ShegraduatedfromChinaAgricultureUniversity FoodScience Engineeringbachelor Mr GenXiaodong managerofengineering equipmentDept ofthecompany HewastechnicianofBeijingMechanicalCompanyin1989 1993 vicemanagerofEquipmentDept ofBeijingWeikeruiWire CableCo Ltd in1993 2001 manageroftechnologyDept ofOsimaElevatorcompanyin2001 2003 HegraduatedfromTangshanIndustryCollege bachelor 22 CompanyOrganization BIOFOOD SALESDept PLANNINGMARKETINGDept R DDept RESTAURANTFRANCHISE BIOFOODBUSINESS DISTRIBUTIONDept A S ACCOUNT SDept CFDFoodIndustryHoldingsLtd 23 MarketingStrategy MarketingPolicy Accordingtothefeaturesof3Gfood thefoundersofthecompanyhasoperatedseveralmodelshopssuccessfullyinChina Thecompanywillimplementandextendmodelshopandfranchisebusinessstepbystepwithqualifiedstrategicpartnersinoverseas Accordingtothemarketingstrategyofthecompany thecompanywillsetupsomelocalcompaniesinoverseascountries suchasJapan Korea France HongKongandtheU S byitselfatfirst Thepurposeofsettinguplocalcompaniesistoescapethetradebarriersofexporting3GfoodfromChina All3GfoodproducinginChinawillbetheproductionsofOEMwiththebrandoflocalcompanies Oncethelocalcompaniesissetup thecompanywillfinanceandcooperatewithlocalstrategicpartnerstoopenmodelshops franchiseshopsanddistribute3Gfood EverylocalcompanywillbegivenexclusiveagentrightofCFD3Gfoodinthecountrybythecompany AllofCFD3GfoodwillbeprovidedtotheselocalcompaniesasOEMproductsbythecompany 24 JohnLimandNiXiaobei OverseasMarket CFDFoodIndustryHoldingsLtd BVICompany 美味珍食品工业集团控股有限公司 BVI注册 84 2 RoyalScienceandTechnologyLtd 美味珍科技有限公司 北京 CFDKorea CFD Japan CFDUS CFDHK CFDFrance CFDGlobalProductBase DistributionCenter CFDModel FranchiseRestaurantBiz Sale DistributeCFDG3FoodProduct ChinaMarket CFDModel FranchiseRestaurantBiz MarketingStrategy BizMarketingStructure Sale DistributeCFDG3FoodProduct CFDHoldingLtd 美味珍控股 BVI注册 Management 15 8 100 OEM 100 Productssupply 25 JohnLimandNiXiaobei OverseasMarket CFDFoodIndustryHoldingsLtd BVICompany 美味珍食品工业集团控股有限公司 BVI注册 CFDKorea CFD Japan CFDUS CFDHK CFDFrance CFDModel FranchiseRestaurantBiz MarketingStrategy BizMarketingStructure