Monday 5 Jan 09: (XFN-ASIA) - Oceanus Group is moving up the food chain. The Singapore-listed abalone farmer is planning to open as many > as 100 abalone restaurants in mainland China by the end of this year > in a bid to hook more of the country\'s expanding middle class on the > shellfish delicacy. > Oceanus sees the move into the restaurant business as a way of > developing new customers and a strong brand in China despite sliding > prices for the high-end product amid a global recession. > \"If you want to be a substantial player, and if you want to have > a big production base, you have to be in the backyard. That is the > reason why we are (in China),\" said company chairman and CEO Ng Cher > Yew. > \"Understanding the mix in China, we think the growth of the > middle class will take place anyway despite the recession of today,\" > he told XFN-Asia in an interview. > Much of the abalone sold in China now goes to the top one pct of > the population, often sold at prices around 300 yuan a piece, but Ng > said he wants to make it available to 10 pct to 20 pct of the country. > > Daiwa Institute of Research said in a recent report that Oceanus > will have plenty of abalone by 2010 but the key risk is developing > sales channels to meet demand. The company is Daiwa\'s top small-cap > pick in Singapore. > Ng said the restaurants will be set up as part of a joint venture > with Ah Yat Abalone Group Ltd, the operator of a successful chain of > eateries in Asia. > The first outlet will be opened in Shanghai early this year under > the name \"Ah Yi Tian Xia\" or \"World of Ah Yat.\" It will quickly be > expanded to four other outlets in the city as a trial and then > expanded to around 50 to 100 locations. > \"Abalone is a sign of success in China,\" said Ng. \"Abalone has > always held up as the king of seafood, so to speak, and has been > highly priced.\" > He said the new chain will give people the chance to eat > relatively affordable abalone at around 38 yuan to 48 yuan per meal > set, which Ng said has traditionally been sold mainly at high-end > restaurants. > China, which has seen a big expansion of its middle class due to > strong economic growth, is now the largest source of demand for the > shellfish, accounting for some 50 pct of total consumption worldwide, > according to Ng. > Oceanus, which is the only listed abalone-farmer in the world, > specializes in the finer breed of Japanese abalone, which according to > Ng is more tender and grows to a larger size. > Besides restaurants, the company recently set up a subsidiary to > process abalone. That operation will be open around June and will also > be able to serve the restaurant outlets as well as other distribution > channels. > Ng said the company also has plans to supply pre-made recipes to > high-end restaurants and plans to make canned and frozen abalone, some > of which could be sold abroad. > For the time being, the company has no problem keeping up with > demand from high-end restaurants for live abalone. > To keep up supply, the company has continually expanded its > operations for abalone farming. It now keeps tanks off the coast of > China\'s southeast province of Fujian. > \"We have been on track this year to get where we want, which is > 30,000 tanks, and we have already surpassed it, and next year (2009) > we will reach 40,000 tanks,\" Ng said. > He said the company has been making acquisitions to reach the > 2009 target. > According to Daiwa, the company had around 171.4 mln abalone as > of the end of September and should roughly double the figure by 2010. > Most competitors are small operators that raise the Taiwanese > breed of abalone, according to Ng, who also noted that the company has > been acquiring other producers in Fujian and integrating them into its > system. > He said Fujian province is an ideal place for raising the seafood > as it has the right climate and access to deeper ocean water that can > be filtered with sand, a cheaper filtration system that helps reduce > overhead. > Small operators, which are mainly family businesses, have a > harder time in the market since it can take seven to eight years to > grow a mature abalone and the costs can be high. The older and larger > the abalone, the higher the price it commands. > \"We are going downstream to develop brand, and retail will help > us grow. They will improve and we can market the product under our > brand,\" Ng said. > But Ng noted that recent government regulations that will allow > farmers to own land may make land acquisitions harder in the future. > He also said that could help the company in mortgaging its assets, > however. > On the plus side, the company benefits from government tax breaks > for agricultural companies, such as no value-added tax. > Ng said that companies need to be able to adapt to a less certain > financial environment, including a slide in prices of 10 to 15 pct. > He added that Oceanus is well prepared. > \"I see that the recession has bitten into the economy > everywhere,\" he said. \"We expect, basically, people to be more wary > about spending money on the high end. Abalone for high-end restaurants > should drop but we expect the food chain we are creating is the way to > go.\" > Ng said abalone is still in quite short supply so the prices > should not drop off as much as for other seafood in the near future. > Oceanus also recently insured its stock against possible disease, > which can kill off the abalone at considerable financial cost. > Australia and China have been hit in the past by such problems, which > Ng attributes to poor sanitation. > So far, the company\'s financial standing is strong. It has no > bank loans and is in a good position to ride out the current economic > storm. > \"We have no real concern for cash flow; it should only get > better,\" Ng said. \"As you stay longer in the business, you are > generating better cash flow.\" > He said the company should mirror analysts\' forecast comfortably, > which put net income at 353 mln yuan in 2008 and 833 mln yuan in 2009. > \"We should no have trouble making our targets,\" Ng said. > The company reported net income of 151 mln yuan in 2007. > Ng also said he is expecting to start paying a dividend, possibly > in 2010. > Analysts have raised concerns that Ng might leave Oceanus before > the company is firmly established in the market. But the venture > capitalist, who is also a trained veterinarian, said he has no plans > to leave in the next five years. > \"It is very exciting, and of course longer than five years is > hard to make promises, but as of now I have no plan whatsoever on > leaving the company,\" he said. > (1 usd = 6.8 yuan) > randall.jensen@afxasia.com[1]