We anticipate our total revenues in 2011 versus 2010 to increase by 40% or approximately $17.2 million with growth in all categories of our product sales. Our gross profit margin in 2011 is expected to be approximately 53% due to increased raw material costs resulting from inflation. We estimate our overall 2011 net profit margin to be approximately 28%. However, there is no assurance that these predictions will be reached.
Our business model is to establish a one-stop shop for our customer's health needs. From conducting a genetic profile of our customer to determine his/her susceptibility to certain types of diseases and then customizing health supplements and organic/green food to meet his/her needs, we plan to cater to our customer's needs at all levels. With the distribution network we hope to establish through our chain stores and B2C e-businesses, we plan to eventually branch into the sale and distribution of beauty products and medical appliances.
We also plan to build a gene laboratory to conduct gene studies, drug screening and the development of new drugs and a new factory to manufacture our products. We have budgeted construction costs to be approximately RMB 80,000,000. We have already purchased a 50-year right to use a piece of land from the Harbin Songbei District Construction and Development Management Committee for this purpose. The plot of land is approximately 30,000 square meters and is located in the Duiqing Mountain Industrial Park, Harbin. The full price of the land is RMB 31,500,000 and we have already paid RMB21,000,000. The remaining RMB10,500,000 shall be paid prior to the registration of our land use right with local authorities.
Within next 10 years, our goal is to: 1. Increase product coverage in target markets; achieve 20%-30% coverage; 2. Enter into the medicine, health product, health industry top 500 companies in China; 3. Form a diversified management group; 4. Create an internationally famous brand; 5. Enter into the international market;