10 businesscompanies SATURDAY, NOVEMBER 13, 2010 CHINA DAILY Bluestar Adisseo seeks $1.56 billion in HK IPO BEIJING — Bluestar Adisseo Nutrition Group, the French animal-nutrition company backed by China National Chemical Corp (ChemChina), is seeking In all of our compa- HK$12.08 billion ($1.56 bil- nies we show respect lion) in a Hong for diff erent cultures, RETAIL Kong initial public ‘‘ offering, accord- which I believe is the ing to a term sheet sent to key to success.” investors. REN JIANXIN Bluestar Adisseo is off er- PRESIDENT, CHEMCHINA ing 2.3 billion shares, or 25 percent of the company, at HK$3.50 to HK$5.25. pany would take advantage Pricing the stock at the of its rich resources in the ARIANA LINDQUIST / BLOOMBERG top end of the range would country to help Bluestar Howard Schultz (center), chairman, president and chief executive offi cer of Starbucks Corp, speaks at a news conference after a signing ceremony for a Memorandum give the company a market Adisseo to achieve further of Understanding (MOU) between Starbucks Corp, the Yunnan Academy of Agricultural Science and the People’s Government of Pu’er city, in Kunming, Yunnan capitalization of about development. province, on Friday. Starbucks Corp, the world’s biggest coff ee chain, will set up a farm and processing facilities in China’s southern Yunnan province. $6.23 billion. Deutsche “In all of our companies Bank AG and Morgan we show respect for diff er- Stanley are managing the ent cultures, which I believe sale. is the key to success,” said The company will use 40 Ren. Starbucks to grow in Yunnan percent of the IPO proceeds ChemChina currently to expand and upgrade its has four overseas subsidiar- European plants and another ies. Besides the acquisition US chain hopes to tap potential of highest quality categories in the farmers achieve improvements 40 percent to develop its feed of Adisseo, it also acquired world and we plan to deliver in coffee quality evaluation business, according to the the organic silicon business province’s high-quality coff ee beans the Yunnan taste, not just in scores. The cooperation will term sheet. of another French company, China, but to all customers in increase yield for every hectare Th e stock off ered includes Rhodia. By BAO CHANG offi cer of Starbucks Corpora- the world including Starbucks by 25 percent and reduce costs 50 percent new shares and Ren informed China CHINA DAILY tion, told China Daily. fans in Paris, Brazil and Tokyo,” The Chinese market by more than $200 per hectare 50 percent existing equity Daily that the two deals Starbucks didn’t reveal the Schultz said. refl ected the most on average. from China National Blue- clearly indicated that the KUNMING — US coffee size of its investment in Yun- The Yunnan provincial Yunnan is China’s biggest star Group Corp, a unit of company’s business focus chain Starbucks Corporation nan. government also plans to ‘signifi‘ cant growth in coff ee growing area, compris- ChemChina. is to be a leading company said it will open its fi rst global Apart from the base farm, invest 3 billion yuan ($452 coff ee sales of our ing more than 90 percent of China National Bluestar in the new materials and coffee bean farm in China’s Starbucks will also establish million) in expanding coffee company last year and the whole country’s annual bought the Adisseo Group specialty chemical prod- Yunnan province, aiming to a coffee development center, bean volume from the current output. for $480 million in 2006. ucts sector. deepen its presence in the coffee farmer support center 38,000 tons to 200,000 tons we chose Yunnan as Other global food giants also Bluestar Adisseo plans to In October 2008 Chem- country, aft er and coff ee processing facilities by 2020. Additionally, it will the fi rst place where see big potential for the coff ee set the price for its shares China completed its stake BEVERAGES signing a with the local government. increase coffee acreage from we grow coff ee as we business in China’s Yunnan on Nov 24 in Asia and start transfer deal with the Black- cooperation According to Schultz, China the current 26,700 hectares to see a big potential for province. According to the trading on Nov 30 with stone Group, which saw the agreement with Yunnan gov- is Starbucks’ second largest 100,000 hectares within the Coff ee Association of Yunnan, the ticker 1095, the terms US private equity company ernment on Friday. market in the world, following same period. coff ee business here.” Nestle SA plans to invest 3.3 show. pay $600 million for a 20 “Th e Chinese market refl ect- the United States. Th e Seattle- “Th e cooperation with Star- HOWARD SCHULTZ billion yuan on coff ee produc- The move, which will be percent share in its subsid- ed the most signifi cant growth based company now has more bucks will accelerate our steps CHAIRMAN, PRESIDENT AND CEO, tion, part of which will be used the second listing by a French iary BlueStar. in coff ee sales of our company than 800 stores in 31 cities to develop Pu’er into a top- STARBUCKS CORPORATION to improve its coff ee cropping company in Hong Kong, Commenting on the deal, last year and we chose Yunnan around China. quality coff ee growing region in Yuannan over the next 10 underlines the increasing Ren said it would help Blue- as the fi rst place where we grow Schultz said that the number in the world,” Yang Yalin, vice- years, importance of the Chinese Star improve its technology coff ee as we see a big potential of Starbucks stores in China mayor of Pu’er, said. times since 2007. So far Nestle has invested and Asian markets, said a and management levels. for coffee business here,” will soon increase to more Starbucks’ purchase of Th e company will introduce more than 50 million yuan in company statement. Howard Schultz, chairman, than 1,000. Arabica coff ee in Yunnan has Starbucks coff ee and planting Yunnan in technical support ChemChina President CHINA DAILY  president and chief executive “Yunnan coff ee is one of the increased approximately 20 technology, which have helped for coff ee cropping. Ren Jianxin said the com- BLOOMBERG NEWS Games developer plans to double workforce in China By EDMOND LOCOCO BLOOMBERG NEWS

BEIJING — Shanghai- $10 based Spicy Horse Games, billion a content developer for Estimated value of China’s Electronic Arts Inc, aims to videogame market in 2014 double its workforce as it looks to tap the online games market in China, the world’s HU XUEBAI / FOR CHINA DAILY largest by users. A Zhaoyi Jade outlet in Dawanglu, Beijing. The company plans to set up stores in New York, Paris, TECH The company, Hong Kong and Tokyo. whose Alice: Madness 280 million Returns is nearing completion Online players in China for release by Electronic Arts next year, plans to double Jade jewelry maker its number of employees Designed in China to around 160 in the next Alice: Madness Returns 18 months, founder James will be the fi rst console game McGee, 37, said in an inter- entirely designed and devel- eyes global market view on Friday. oped in China for export Spicy Horse aims to tap and is a sequel to Ameri- TONY AVELAR / BLOOMBERG By ZENG QINGKAI “In Chinese culture, jade made jade products, Zhaoyi demand in the domestic can McGee’s Alice that was A worker at the headquarters of games company Electronic CHINA DAILY symbolizes nobility, perfec- announced it would offer a games market, which is released by Electronic Arts Arts Inc in Redwood City, California. tion, constancy, and immor- customized haute couture projected to double to $10 for personal computers in BEIJING — Zhaoyi Jade is tality,” said Wang, adding service to customers from billion by 2014. However, the 2000 and sold more than 1.5 employees at a studio in company, is the local opera- looking to tap into the interna- that more and more foreign now on. company will need a local million copies. Beijing, Zynga acquired XPD tor of Activision Blizzard Inc’s tional market in a bid to prove customers realized the special According to investment publisher to help it meet Spicy Horse has received Media with its 40-strong Bei- popular World of Warcraft . that Chinese luxury brands characteristics and value of bank Goldman Sachs China’s Chinese laws that bar for- about $11 million in advanc- jing workforce. McGee is convinced there can find favor with overseas jade products. consumption of luxury goods eign-owned companies from es for developing the Alice However, both companies is room for others. consumers. Along with our strategy will rise from 12 percent to 29 directly operating online games and American McGee’s have said they won’t try to Spicy Horse has recently Th e jewelry mak- of looking to create “luxury percent by 2015 — making it games, McGee said. Grimm. operate their games in the begun developing its first RETAIL er announced a plan with Chinese characteristics” second only to Japan — in a “Th e whole reason I came Alice: Madness Returns was highly regulated local market online multiplayer game tar- on Friday to set up rather than ape predominantly global luxury market worth an to China was that I could see produced for about half the for the time being. geting the China market, he stores in New York, Paris, Hong western trends, jade is fi nding estimated $80 billion a year. six years ago that the Western $30 million that such a title said, without disclosing any Kong and Tokyo sequentially ever greater favor, according to So far, Zhaoyi has four game-development and pub- might have cost to produce in Multiplayer games details of the new game. in the coming fi ve years. Wang Wang. franchised stores across the lishing model was starting to the United States, where the China is home to Tencent According to research Yunhe, founder and president Jade is regarded by many as country, two stores in Beijing break down and malfunction,” original title was developed, Holdings Ltd, the world’s company BDA China Ltd, of Zhaoyi Jade, said she is con- an eternal symbol of China’s and the other two in Shanghai the former Electronic Arts McGee said. biggest online games com- the value of China’s video- fi dent in the appeal of Chinese civilization. Many top enter- and Hangzhou. game designer, who founded Facebook Inc game devel- pany by market value. The game market is set to double culture, as well as the continu- tainment stars, both Chinese Zhaoyi Jade is said to be the Spicy Horse in 2006, said. opers Kabam and Zynga most popular title it operates, to $10 billion by 2014. ous economic growth of China, and foreign, are fond of wear- fi rst Asian company to occupy The developer has hired Game Network Inc said last Crossfire, is licensed from About 280 million Internet and accordingly, she believes ing jade jewelry in preference space at Shanghai’s exclusive Wedbush Securities Inc. to month they will increasingly South Korea’s Neowiz Games users play games online. Th ey her company, set up in 2003 to diamonds and gold. Bund 18, sitting alongside explore financing options turn to Chinese software Corp. will generate revenue of $5 and dedicated to jade products, To cater for the growing brands such as Zegna and for its expansion in China, designers to make games.. NetEase.com Inc, China’s billion this year, the Beijing- will have a rosy future. demand for individually Cartier. McGee added. Currently Kabam has 35 second largest online games based fi rm said last month.