DIY And Gardening in China
Euromonitor International's DIY And Gardening in China market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts illustrate how the market is set to change.
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Tables: 42 | Publication date: Oct 2007
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive environment
Product coverage
DIY; Gardening
Executive summary
Subdivided market and dedicated retailers
Like many other markets in China, the DIY market matured somewhat in recent years and subdivided into many different subsectors. In different regions, customer demand and price levels differ. Specialist DIY retailers account for the largest share of sales, and there are more international and domestic retailers entering this market, leading to the development of DIY superstores and branded outlets.
Service the new focus of competition
More retailers meant more competition and there are now several DIY retailers in most Chinese districts. How to attract more customers was the key to success and in addition to frequent promotional activities and advertising, most retailers started to improve their service as a means of differentiating themselves from their competitors. Some started to offer the decorating design services, such as B&Q. Other domestic retailers added a free pick up service for customers wanting to shop in their stores.
Increasing size and furious brand competition
With continuously increasing personal incomes, more families started to want their own home, which led to a real estate boom. Although not directly impacted, this had a knock-on effect on DIY sales as people sought to add their own touches to their new homes. Growth was further fuelled by the growing number of brands and products appearing in the market. However, this led to increased price and quality competition, but also drastic brand and service competition.
Concept marketing stimulates consumption
Chinese customers are now more sophisticated and rational in their DIY purchasing. Thus, manufacturers and retailers researched customer demand for their new houses and introduced concept marketing in order to attract more sales. They prepared themes for their products, and used different concepts to attract different customers. As every customer has dream for their new house, the right concept increases their aspiration for purchasing and this method of this marketing was quite successful in China in recent years.
Fresh industry, fast growth
For many Chinese customers, the idea of gardening is quite strange and new. However, with demand for gardens increasing greatly in recent years, so the size of China’s gardening market expanded. There are more holidays or commemoration days in China now, and more people used flowers or plants to express their feelings. With new housing being built, more families now have a garden or balcony on which to cultivate plants and this also boosted gardening sales.
Table of contents
DIY AND GARDENING IN CHINA : MARKET INSIGHT
EXECUTIVE SUMMARY
Subdivided market and dedicated retailers
Service the new focus of competition
Increasing size and furious brand competition
Concept marketing stimulates consumption
Fresh industry, fast growth
KEY TRENDS AND DEVELOPMENTS
Large DIY superstores with broad product ranges
Strong multinational companies force domestic players out
Gardening market - a source of growth
Price competition but few brands
MARKET DATA
Table 1 Sales of DIY and Gardening by Sector: Value 2001-2006
Table 2 Sales of DIY and Gardening by Sector: % Value Growth 2001-2006
Table 3 DIY and Gardening Company Shares 2004-2006
Table 4 DIY and Gardening Brand Shares 2004-2006
Table 5 Sales of DIY and Gardening by Distribution Format: % Analysis 2001-2006
Table 6 Forecast Sales of DIY and Gardening by Sector: Value 2006-2011
Table 7 Forecast Sales of DIY and Gardening by Sector: % Value Growth 2006-2011
DEFINITIONS
Sources
Summary 1 Research Sources
LOCAL COMPANY PROFILES - CHINA
DULUX (CHINA) CO LTD - DIY AND GARDENING - CHINA
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Dulux (China) Co Ltd: Key Facts
Summary 3 Dulux (China) Co Ltd: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 4 Dulux (China) Co Ltd: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 5 Dulux (China) Co Ltd: Competitive Position 2006
GUANGZHOU OPTIMA KITCHEN ENTERPRISE CO LTD - DIY AND GARDENING - CHINA
STRATEGIC DIRECTION
KEY FACTS
Summary 6 Guangzhou Optima Kitchen Enterprise Co Ltd: Key Facts
Summary 7 Guangzhou Optima Kitchen Enterprise Co Ltd: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 8 Guangzhou Optima Kitchen Enterprise Co Ltd: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 9 Guangzhou Optima Kitchen Enterprise Co Ltd: Competitive Position 2006
LONON CHINA INDUSTRIAL CO LTD - DIY AND GARDENING - CHINA
STRATEGIC DIRECTION
KEY FACTS
Summary 10 Lonon China Industrial Co Ltd: Key Facts
Summary 11 Lonon China Industrial Co Ltd: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 12 Lonon China Industrial Co Ltd: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 13 Lonon China Industrial Co Ltd: Competitive Position 2006
POWERDEKOR GROUP CO LTD - DIY AND GARDENING - CHINA
STRATEGIC DIRECTION
KEY FACTS
Summary 14 Powerdekor Group Co Ltd: Key Facts
Summary 15 Powerdekor Group Co Ltd: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 16 Powerdekor Group Co Ltd: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 17 Powerdekor Group Co Ltd: Competitive Position 2006
SHANGHAI CHENGMEI GARDENING CO LTD - DIY AND GARDENING - CHINA
STRATEGIC DIRECTION
KEY FACTS
Summary 18 Shanghai Chengmei Gardening Co Ltd: Key Facts
Summary 19 Shanghai Chengmei Gardening Co Ltd: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 20 Shanghai Chengmei Gardening Co Ltd: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 21 Shanghai Chengmei Gardening Co Ltd: Competitive Position 2006
DIY IN CHINA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 8 Sales of DIY by Subsector: Value 2001-2006
Table 9 Sales of DIY by Subsector: % Value Growth 2001-2006
Table 10 DIY Company Shares by Retail Value 2004-2006
Table 11 DIY Brand Shares by Retail Value 2004-2006
Table 12 Sales of DIY by Distribution Format: % Analysis 2001-2006
Table 13 Forecast Sales of DIY by Subsector: Value 2006-2011
Table 14 Forecast Sales of DIY by Subsector: % Value Growth 2006-2011
GARDENING IN CHINA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 15 Sales of Gardening by Subsector: Value 2001-2006
Table 16 Sales of Gardening by Subsector: % Value Growth 2001-2006
Table 17 Gardening Company Shares by Retail Value 2004-2006
Table 18 Gardening Brand Shares by Retail Value 2004-2006
Table 19 Sales of Gardening by Distribution Format: % Analysis 2001-2006
Table 20 Forecast Sales of Gardening by Subsector: Value 2006-2011
Table 21 Forecast Sales of Gardening by Subsector: % Value Growth 2006-2011