1、1,1,中粮（北京）农业生态谷发展有限公司 COFCO（Beijing） Agro-Ecology Valley Development Co. , Ltd.2011.June,中国北京农业生态谷项目简介 China Beijing Eco-valley project,2,2,目录 Catalogue,3,3,第一部分 Part 1 中粮集团介绍 Introduction of COFCO 第二部分 Part 2 项目背景 Background第二部分 Part 3 项目定位及商业模式 Orientation and Business Model第四部分 Part 4 项目初步规划成果 Pr
2、eliminary Planning,目录 Catalogue,4,4,中粮集团是中国最大的粮油食品国有企业，2010年销售收入超2000亿元人民币。截至2010年底总资产为2300亿元人民币，连续18年位列世界企业500强， COFCO is the biggest oil until the end of 2010, the total assets had achieved around 2300 hundred million RMB. COFCO is one of the top 500 enterprise in the world for 18 years. 中粮集团是中国领先
3、的农产品、食品领域多元化产品和服务供应商，致力于利用不断再生的自然资源为人类提供营养健康的食品、高品质的生活空间及生活服务。 COFCO Corporation (COFCO) is Chinas largest diversified products and services supplier in agribusiness and food industry devoted to providing healthy and nutritious food, quality living space and services out of renewable natural resourc
4、es and contributes directly to the prosperity of human society.,4,创新的全产业链和完善的全服务链 Innovative whole industry chain and complete whole service chain,雄厚的资金实力、强大的融资能力 Abundant capital reserve and strong financing ability,全球的招商网络 Global investment net,先进的技术与管理能力 Advanced technology and management ability
5、,卓越的产业及资源整合能力 Excellent products and high resources integration ability,中粮集团优势 COFCO Advantage,1.中粮集团基本情况介绍（1）Introduction of COFCO(1),5,九大业务板块：中粮粮油、中国粮油、中国食品、地产酒店、中国土畜、中粮屯河、中粮包装、中粮发展、金融事业部 Nine divisions：Cofco Grain and Oils Corp 、CIDHF 、CHINA FOOD 、COFCO Property、China l Native Produce & Animal 、C
6、OFCO TUNHE 、COFCO Packaging、COFCO Development、Financing,集团旗下七家上市公司：中国食品（HK 0506）、中粮控股（HK 0606）、蒙牛乳业（HK 2319）、中粮包装（HK 0906）、中粮屯河（600737）、中粮地产（000031）和丰原生化（000930） Seven listed company： CHINA FOOD （HK 0506）、COFCO Holding（HK 0606）、 Mengniu Dairy （HK 2319）、COFCO Packaging（HK 0906）、COFCO TUNHE（600737）、CO
7、FCO Property（000031） and BBCA Biochemical （000930）,6,对于国家For Nation： 在引领农业现代化、保障国家粮食安全、协助国家解决“三农”问题和建设社会主义新农村等方面担当重要角色；在引领粮油食品产业升级、保障食品安全和全民族健康饮食、提高人民身体素质等方面起到重要作用 Guide the way of agricultural modernization, guarantee the national food security, help the nation to solves the “”the issues concerning
8、 farmers, rural areas and agriculture”, and play a key role in construction of new rural area. Lead upgrade industries of oil & foodstuff, guarantee the food security and enhance peoples physical fitness.,对于股东和投资者For Stockholder and Investors： 企业具有持续盈利能力，为股东和投资者不断创造价值 Sustainable profitability， cont
9、inuous creates values for stockholders and investors,对于消费者For Customers： 家喻户晓的可信赖的品牌，通过源源不断地提供营养、健康、绿色、有机的食品，引领新的生活方式和生活态度 Widely known reliable brand，through providing nourish、healthy、green、organic food, leading a new life-style and manner,对农民For Farmers： 可信赖的农产品收购企业，能为其种植、养殖提供金融、信息、技术等服务 Reliable
10、procurement of agricultural product enterprise，could provide finical、information、technique service for planting、breeding,对于员工For Staffs： 能够实现自身价值的广阔平台 Provide the platform for realizing self-value,对于客户For Clients： 可信赖的合作伙伴，能为其提供优质产品及服务 Reliable cooperation partner，provide high quality products and s
11、ervices.,1.中粮集团基本情况介绍（2）Introduction of COFCO(2),Vision of “whole industrial oil & foodstuff enterprise”,7,7,目录 Catalogue,第一部分 Part 1 中粮集团介绍 Introduction of COFCO 第二部分 Part 2 项目背景 Background第二部分 Part 3 项目定位及商业模式 Orientation and Business Model第四部分 Part 4 项目初步规划成果 Preliminary Planning,8,中国北京农业 生态谷 Chi
12、na Beijing Agriculture Eco-Valley,1.1 1.1 实现中粮集团使命与战略 Achieve the Mission and strategy of COFCO,为北京市的区域市场奉献更加安全、营养、健康的食品和高品质的生活服务，形成核心竞争力，获得可持续发展 Provide more secure、 nourish、healthy food and high quality live services to Beijing, forming core competitiveness, and gain sustainable development,创立一个两链
13、有机结合的商业盈利新模式，实现中粮集团的使命与战略Create a profitable business model which combine whole industry chain with whole service chain，and realize the mission and strategy of COFCO,1,2,9,国家Nation 北京市Beijing,为国家解决三农问题提供一个有益的探索和示范样本Give a effective sample for solves “the issues concerning farmers, rural areas and ag
14、riculture” problems 为保障首都健康、安全食品的供应承担一份责任Take a responsibility for providing health safety food for the capital 成为中国与世界农业交流的窗口，占据世界农业制高点，为北京建设世界城市提供有力支撑Become the window for thecommunication of Chinese agriculture to the wolrd,房山区Fangshan district,央企牵头，打造一个国际领先的都市农业高科技示范园区Constructe a world-leading
15、urban high-tech agricultural demonstration 大力提升房山区经济发展水平，增加税收，为当地提供大量就业机会 Enhance the level of economic development, increase revenue, provide more jobs opportunities for local residents,当地村民Local residents,收入提升 Raise income 居住环境改善 Improve living codition 社会保障完善 Complete social security 就业和可持续发展得到有效
16、解决 Obtain employment and sustainable development,都市现代化农业种植示范区 Urban high-tech agricultural demonstration 农业研发中心 R&D Center 品牌食品加工园 Brand food processing Distripark 安居房 Anjufang 低碳的、生态的配套服务居住区Low-carbon、ecological residential area,期望Expectation,可能的功能组成 Functional component,1.2 各级政府希望本项目达成的目标 Objectiv
17、es,10,1.3 项目概况 General Introduction,项目所在琉璃河镇位于房山区南部，在良乡、窦店的南侧，距离市区（六里桥)约38公里Located in the south of fangshan district,Liulihe town,southern of Liangxiang and Doudian town,about 38 kilometer away from city center (Liuliqiao),项目位于琉璃河镇镇域中心区，北接大石河，南接规划货运线（南七环线），西邻京石高速、107国道和京广铁路，东望大兴区Located in the cent
18、er of liulihe Town, north to dashi river, south to planned seven ring road, west to Jingshi highway107 national road and Jingguang fervojo, and east to Daxing district,本项目,京广铁路,本项目,11,11,目录 Catalogue,第一部分 Part 1 中粮集团介绍 Introduction of COFCO 第二部分 Part 2 项目背景 Background 第二部分 Part 3 项目定位及商业模式 Orientati
19、on and Business Model第四部分 Part 4 项目初步规划成果 Preliminary Planning,12,市场需求 Market Demand,食品安全问题Food safety problems 项目位于首都经济圈，紧邻巨大的消费市场。而且随着北京市经济水平的提升，高收入群体规模将日趋增大Huge consumer market, increased high-end population,从国家到地方政府，对营养、健康、安全食品的重视。strongly support in agriculture by national/regional/local govern
20、ment,北京中心地区土地已非常稀缺，未来土地价值增长潜力巨大 land scarcity, land value have growth potential in the future,政策支持 Policy Support,北京城市化进程加快 The acceleration of urbanization,2.1项目机遇 Project Opportunity,13,中粮集团使命与战略 COFCO Mission and Strategy,各级政府希望本项目达成的目标Targets and Expectations from Governments,项目机遇 Project Opport
21、unity,项目定位 Project Orientation,2.2 项目定位 Project Orientation,以北京高端市场需求为导向的、符合欧盟等国际食品标准的绿色有机种植园区，低碳生态的品牌食品产业园区和配套服务区 Direct at Beijing high-end market, created green organic growing area correspond with Euro standards, low-carbon ecological brand food processing distripark, and residential areas.,14,本
22、项目将创立一个两链有机结合的商业盈利新模式This project will create a new profitable business model which combine whole industry chain with whole service chain,农业用地 Farm Land,工业用地 Industrial Land Occupance,高端绿色有机种植 High-end green organic growing area,品牌食品工业园 Brand food processing Distripark,优质配套服务居住 Supporting residentia
23、l service area,中国北京农业生态谷(总占地17200亩) China Beijing Eco-Valley project(1147 Hectares),2.3 商业模式 Business Model,针对北京区域市场对高端市场绿色有机食品的需求，建立一个具备严格的产品安全标准、依托中粮品牌、拥有自主销售渠道的高科技农业种植园区和品牌食品产业园区 According to Beijing market demand for high-end green organic food, base on the brand of COFCO constructed a high-tech
24、 agriculture growing area and brand food processing distripark, with strict product safety standards and own independent sales channel,在园区中还将建立有针对性的、领先国际的农业生物技术、绿色有机食品的研发中心，并配套建设低碳、环保、绿色标准的新生活居住区 In the eco-valley, it also will construct a world leading agricultural biotechnology green organic food
25、R&D center, and supporting residential area which meet low-carbon、environmental protection and green standards.,国有居住建设用地 State-owned Residential construction land,15,2.3商业模式优质配套服务居住 Business Model(High-end Supporting Service and Residential Area),成交量良好：房山区作为北京居住区的价格洼地，2009年、2010年的商品住宅一直保持量价齐升，房地产发展势
26、态较好，是远郊区域的核心发展区。 Good turnover of commercial residential buildings in Fangshan district in current two years,首置需求旺盛：北京商品住宅市场首次置业型产品成交量及其市场占比逐年上升，房山区在远郊区县中占据较大份额且增速最高，同时新增人口的不断增加促进了首次置业客户量的增长，房山区针对首次置业的房地产市场未来发展空间较大。 High quantity demanded of commercial housing for first-time buyers,老年住宅需求旺盛：我国已进入人口老
27、龄化的早期阶段，老年住宅问题越来越为社会所瞩目，北京市年龄结构老龄化呈现加速趋势老年住宅供小于求，老年住宅市场存在较大机会，项目周围环境适合发展此类产品。 High quantity demanded of housing for senior citizens,通过打造生态的、低碳的、田园的商住区，满足被动郊区化和主动郊区化的各类人群居住需求，销售形势长期看好，盈利持续稳定 Through construct ecological、local carbon、rural commercial housing to meet living demand of passive and active
28、 suburbanization people, we look to further increase for sales and long-term profitability,价格优势：北京市西部5区住宅市场供不应求情况较为严重，其中房山区住宅成交均价快速上升，但较西部其它4区仍然存在十分明显的价格优势。 price advantage, the commercial housing prices are lower than adjacent district,北京城市化进程加快 The acceleration of urbanization,生态的、低碳的、田园的配套服务居住区的盈
29、利模式 Profit model for ecological、low-carbon、rural supporting residential area,16,绿色有机种植区 High-end green organic growing area,是本项目的核心，为北京提营养、健康、安全的果蔬生鲜产品承担一份责任，为中粮提升品牌形象及企业影响力提供示范基地Is the core concept of the project, we want to help to take a responsibility for providing nourishhealthysafety vegetable
30、 and fruit to Beijing market, while enhance the COFCO brand image and enterprise influence 为配套居住区及整个项目提供生态的田园环境，提升配套居住区利润空间 Provide a rural environment for the whole eco-valley, increase the profit space of residential area,品牌食品工业园 Brand food processing Distripark,为北京市提供健康、安全的品牌食品承担一份责任，提高中粮品牌食品在北京的
31、市场占有率、品牌影响力和盈利水平We want to help to take a responsibility for providing healthysafety brand food to Beijing market, increase the market share of COFCO products, brand influence and profitability 为房山区带来大量税收，带动当地经济飞跃，符合政府期望To bring more revenue income to fangshan district, leading to the local economic
32、 growth, and meet local governments expectations 为原有村民的安置提供大量就业机会，增加农民收入Create more job opportunities, and helps to increase the income of local farmers,配套居住服务区 Supporting residential service area,为整个园区提供优质配套，吸引国内外农业高端人才及机构入驻，带活园区发展Provide high quality supporting facilities to attract more internati
33、onal and domestic high-end talents come to eco-valley, activate the project development 是项目资金平衡、实现较高盈利的关键 Is the key point of realize the fund balancing and achieve higher profits,2.3商业模式总结 Business Model- Summary,17,用较低成本的措施来降低项目整体的碳排放量、提高整体生态水平 Using low cost measures to reduce the carbon footprin
34、ts and raise the overall ecological level,生态谷参照国际有机食品标准（如欧盟标准（EU）或美国(NOP)标准或日本的(JAS)标准），制定严格的绿色有机食品产品安全标准Learning form international organic food standards (like EU、NOP、JAS), to build strict green organic food product safety standards,吸取国际领先的食品工业园设计理念，建立工业园各功能模块的环保、节能、减排标准Learning from world-leading
35、 design concept for food processing industrial distripark, and base on the different functions to build the environment protection, energy saving and emission reduction standards,配套居住服务区共享美丽的田园和景观种植环境Sharing beautiful rural area and landscape views 配套居住服务区和其他区域用景观种植间隔 Using landscape plants as green
36、 screen to divide the residential area and the other areas,2.4 Leading standard,18,18,18,目录 Catalogue,第一部分 Part 1 中粮集团介绍 Introduction of COFCO 第二部分 Part 2 项目背景 Background 第二部分 Part 3 项目定位及商业模式 Orientation and Business Model第四部分 Part 4 项目初步规划成果 Preliminary Planning,3.1 Master Plan,Phase I Initiating
37、zone,High-end green organic growing area,Supporting residential service area,Brand food processing Distripark,一期启动区范围： 2400亩 Phase I Initiating zone： 160 hectare,京石高速 Jingshi Highway,京石高速 琉璃河出口 Jingshi Highway Liulihe exit,一期拆迁及征用范围1000亩 Remove and expropriation boundary of Phase I 67 hectare,一期总面积约
38、3400亩 Gross area of Phase I is about 227 hectare,3.2 Preliminary conception (Phase I),一期 Phase I,Vineyard and landscape 60 hectare,Landscape planting,入口,Mengniu Dairy 19.4 hectare,Le conte chocolate 11.4 hectare,Exhellobition Center 12.6 hectare,Instant Noodle 10.6 hectare,Construction Agriculture a
39、nd R&D center 16 hectare,Winery 8.9 hectare,Reception hall,一期启动区规划 Planning for Phase I,Remove and expropriation boundary of Phase I,3.2 Preliminary conception (Phase I),22,入口Entrance,琉陶路口通过景观绿化、背景构筑物、雕塑、精神堡垒等方式突出生态谷入口的仪式感、领地感，给客户赏心悦目和震撼的感觉 At Liutao road crossing, through the methods of greening、bu
40、ild background structures、sculpture to highlight the feeling of ritual, create a pleasing and shocking atmosphere,接待展示厅Reception hall,在路口的北侧设置生态谷展示厅，通过4D的声光电技术介绍中粮集团的使命、战略、品牌和中国北京农业生态谷的总体规划特色 North of crossing, Reception hall will constructed, through 4D technology to introduce the mission、strategy
41、and brand of COFCO and the characteristics of overall planning of Eco-valley project,3.2一期启动区构想细分要素Preliminary conception (Phase I),标志性双层温室,自控联栋温室,以北京市高端市场需求为导向的、以绿色有机蔬菜瓜果为核心产品的、借鉴国外先进技术的、生产效率高的设施农业，考虑单层的联栋温室和部分双层温室结合，面积约为15公顷。 According to Beijing market demand, take green organic vegetable and fru
42、it as core products, base on the international advanced green house, plans to build both unilaminar connected greenhouse and part double-deck greenhouse, with total area of 15 hectares.,设施农业Construction Agriculture,3.2一期启动区构想细分要素Preliminary conception (Phase I),蒙牛工厂占地约150200亩，旁边预留100亩备发展用地。工厂将达到5A级工
43、厂化旅游功能，使参观者能充分体验到奶制品生产加工流程，了解蒙牛的品牌文化等 The area of Mengniu factory is about 10-13 hectares, and reserve future development land 6.7 hectares at the side. The factory will constructed as 5A factory with tourist functions, helps the visitors to experience the processing process of milk products, and ge
44、t wise to the brand culture,蒙牛工厂MengNiu Factory,3.2一期启动区构想细分要素Preliminary conception (Phase I),金帝巧克力厂占地约150亩。可参考美国好时镇的发展模式，通过体验式工厂及巧克力文化中心使消费者充分体验到巧克力的生产流程、品牌文化、培养中国消费者对巧克力的消费习惯等 The area of Le conte chocolate factory is about 10 hectares, base on the development patterns of Hershey Chocolate town i
45、n USA, through experiential factory and chocolate culture center to attract visitors to come, and experience the producing process of chocolate、feel the brand culture and enhance the consumption custom of chocolate for Chinese customers,金帝巧克力厂Le conte Chocolate Factory,3.2一期启动区构想细分要素Preliminary conc
46、eption (Phase I),长城葡萄酒庄建筑面积约1万平米，初步考虑占地200亩，葡萄园向堤坝以北的滩涂地延伸，形成有起伏的葡萄园的谷；体现中粮长城葡萄酒的生产工艺及品牌文化 在酒庄用地内建一个小型特色的、高档次的、体验性、私密性的精品酒店，拥有50-60间客房即可； The area of Great Wall winery is about 13 hectares, and the area of structure is 10 thousand m2 , the vineyard will build on the river shoal (the north of dam), a
47、nd helps to show the producing process and brand culture of COFCO Great Wall WineInside the winery, plans to build a small、characteristic、privacy boutique hotel with around 50-60 rooms,中粮长城酒庄COFCO Greatwall Winery,3.2一期启动区构想细分要素Preliminary conception (Phase I),标志性建筑（农业生态馆+展示接待中心+生态餐厅）建筑面积约20,000平米，建
48、筑外形设计具有很强的标志性，同时兼具生态、环保、节能、低碳的理念，并控制好成本Landmark（Agricultural eco-museum + Reception hall + Eco-Restaurant）covered area 20,000m2，Symbolic architectural appearance with concept of ecological、environmental protection、 energy saving and low carbon, and meanwhile cost control is also very important,具备国际水
49、准的农业种植技术、农业生物技术概念以及品种繁多的各纬度植物展示，具备很强的参观性、科普性和娱乐性，能吸引参观者尤其是青少年很有兴趣在此参观、学习和娱乐，并愿意再来； We plans to exhibit the international agricultural planting technology, agricultural biotechnology concept and great variety of each latitude plants in this agricultural eco-museum with high visitingpopular scienceentertaining functions, which could attract more visitors, especially the teenagers to come here to visit、study and entertaining,
