Olefins have been regarded as one of the most important platform chemicals. The production of olefins and their derivatives are highly subject to oil. Developing coal-to-olefins processes is therefore of great interest to many countries, especially China. However, people have to face and pay for the severe environmental problems resulting from coal-to-olefins development. Of these problems, high CO2 emission of a coal-to-olefins process, always attracts the most attention since it is about five to six times of that of an oil-to-olefins process. For this problem, this paper proposes a new natural gas assisted coal-to-olefins process integrating CO2 recovery gasification and CH4/CO2 reforming techniques. The former technique increases the amount of syngas from the gasifier, while the latter one uses additional natural gas reacting with CO, to produce H-2-rich syngas. Key parameters are studied during the simulation of the new process. The advantages of the process are manifested by comparison with a conventional, coal-to-olefins process from the techno-economic point of view. Results show that the new process is promising since it reduces the CO2 emission by 29.9% and increases the carbon efficiency and the energy efficiency by 20.7% and 7.8%. With the high market price of natural gas, the product cost of the new process is slightly higher than the coal-to-olefins process. But the new process will be more competitive if considering that the carbon tax is larger than $18.2/t CO2 or that shale gas is available in China.