DIY
DIY and Gardening

DIY And Gardening in China

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
Cost: 
GBP550.00

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  • 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

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