Housewares And Home Furnishings in China
Euromonitor International's Housewares And Home Furnishings 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.
Tables: 47 | 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
Home furnishings; Housewares
Executive summary
Furious Competition Amongst Domestic Manufacturers
Although the history of Chinese home furnishings and housewares manufacturing is relatively short, its growth rate was rapid during the review period. As a result, competition whether on price or quality, was fierce, but mostly between domestic manufacturers. With similar products and little product differentiation, the main focus of competition was price. In addition, as most domestic manufacturers are located in the same place, information about competitors was easy to come by, further fuelling price competition.
Numerous Domestic Brands Suffer from Lack of Design Expertise
As domestic manufacturers started to adopt their own brands instead of manufacturing solely for others, the number of Chinese home furnishings brands increased quickly in a short time. However, most provide customers with homogenous products although their brand names differ. As many of them have no clear orientation, their product range is very wide – from some cheap to luxury products. However, a lack of strong design meant that these products were less competitive than famous international brands.
Greatly Increased Distribution Channels
Traditionally, distribution channels for home furnishings and housewares were limited to furniture and furnishings stores and mixed retailers. With the rapid development of technology and information, people turned to more convenient channels for shopping. Some manufacturers and small retailers opened experience shops which mainly centred on housewares, while larger manufacturers and retailers offered direct sales, via the TV or internet. Customers can see product pictures and specifications, then just call or click their mouse to purchase.
Marketing Efforts Stepped Up
In the face of strong competition, many manufacturers and retailers stepped up their marketing in order to attract more customers. Some retailers maintained promotional activities all year, while others combined with manufacturers to offer special discount products during holiday periods. Advertising of housewares and home furnishing products can now be found on TV, the internet, magazines, newspaper and even billboards on streets.
Price No Longer the Only Consideration
As more families own their own homes, demand for home furnishings and housewares rose rapidly. In response to more customers, more manufacturers and retailers appeared in recent years. These two key points boosted Chinese home furnishings and housewares sales over the review period. However, as product information becqme easier to obtain, so Chinese customers were able to make more informed decisions, which intensified competition between domestic manufacturers and retailers. Along with price, other factors such as quality and after sales service are now also considered.
Table of contents
HOUSEWARES AND HOME FURNISHINGS IN CHINA : MARKET INSIGHT
EXECUTIVE SUMMARY
Furious Competition Amongst Domestic Manufacturers
Numerous Domestic Brands Suffer from Lack of Design Expertise
Greatly Increased Distribution Channels
Marketing Efforts Stepped Up
Price No Longer the Only Consideration
KEY TRENDS AND DEVELOPMENTS
Improved Technology Boosts Home Furnishings Market
Healthy Economy Encouraged Market Expansion
Competition Intensifies
Changing Demand Criteria
Multi-purpose and Shorter Lifecycles
MARKET DATA
Table 1 Sales of Housewares and Home Furnishings by Sector: Value 2001-2006
Table 2 Sales of Housewares and Home Furnishings by Sector: % Value Growth 2001-2006
Table 3 Housewares and Home Furnishings Company Shares 2004-2006
Table 4 Housewares and Home Furnishings Brand Shares 2004-2006
Table 5 Sales of Housewares and Home Furnishings by Distribution Format: % Analysis 2001-2006
Table 6 Forecast Sales of Housewares and Home Furnishings by Sector: Value 2006-2011
Table 7 Forecast Sales of Housewares and Home Furnishings by Sector: % Value Growth 2006-2011
DEFINITIONS
Housewares
Home Furnishings
Sources
Summary 1 Research Sources
LOCAL COMPANY PROFILES - CHINA
HK ROYAL FURNITURE HOLDING LTD - HOUSEWARES AND HOME FURNISHINGS - CHINA
STRATEGIC DIRECTION
KEY FACTS
Summary 2 HK Royal Furniture Holding Ltd: Key Facts
Summary 3 HK Royal Furniture Holding Ltd: Operational Indicators 2004-2006
COMPANY BACKGROUND
PRODUCTION
Summary 4 HK Royal Furniture Holding Ltd: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 5 HK Royal Furniture Holding Ltd: Competitive Position 2006
NINGBO BEYOND HOME TEXTILE CO LTD - HOUSEWARES AND HOME FURNISHINGS - CHINA
STRATEGIC DIRECTION
KEY FACTS
Summary 6 Ningbo Beyond Home Textile Co Ltd: Key Facts
Summary 7 Ningbo Beyond Home Textile Co Ltd: Operational Indicators 2004-2006
COMPANY BACKGROUND
PRODUCTION
Summary 8 Ningbo Beyond Home Textile Co Ltd: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 9 Ningbo Beyond Home Textile Co Ltd: Competitive Position 2006
NINGBO FOTILE KITCHENWARE CO LTD - HOUSEWARES AND HOME FURNISHINGS - CHINA
STRATEGIC DIRECTION
KEY FACTS
Summary 10 Ningbo Fotile Kitchenware Co Ltd: Key Facts
Summary 11 Ningbo Fotile Kitchenware Co Ltd: Operational Indicators 2004-2006
COMPANY BACKGROUND
PRODUCTION
Summary 12 Ningbo Fotile Kitchenware Co Ltd: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 13 Ningbo Fotile Kitchenware Co Ltd: Competitive Position 2006
NINGBO SHUAIKANG KITCHEN EQUIPMENT CO LTD - HOUSEWARES AND HOME FURNISHINGS - CHINA
STRATEGIC DIRECTION
KEY FACTS
Summary 14 Ningbo Shuaikang Kitchen Equipment Co Ltd: Key Facts
Summary 15 Ningbo Shuaikang Kitchen Equipment Co Ltd: Operational Indicators 2004-2006
COMPANY BACKGROUND
PRODUCTION
Summary 16 Ningbo Shuaikang Kitchen Equipment Co Ltd: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 17 Ningbo Shuaikang Kitchen Equipment Co Ltd: Competitive Position 2006
SUPOR GROUP CO LTD - HOUSEWARES AND HOME FURNISHINGS - CHINA
STRATEGIC DIRECTION
KEY FACTS
Summary 18 Supor Group Co Ltd: Key Facts
Summary 19 Supor Group Co Ltd: Operational Indicators 2004-2006
COMPANY BACKGROUND
PRODUCTION
Summary 20 Supor Group Co Ltd: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 21 Supor Group Co Ltd: Competitive Position 2006
HOUSEWARES IN CHINA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 8 Sales of Housewares by Subsector: Value 2001-2006
Table 9 Sales of Housewares by Subsector: % Value Growth 2001-2006
Table 10 Sales of Housewares by Type 2001-2006
Table 11 Sales of Cookware by Type 2001-2006
Table 12 Sales of Kitchenware by Type 2001-2006
Table 13 Sales of Tableware and Crockery by Type 2001-2006
Table 14 Sales of Cutlery by Type 2001-2006
Table 15 Housewares Company Shares by Retail Value 2004-2006
Table 16 Housewares Brand Shares by Retail Value 2004-2006
Table 17 Sales of Housewares by Distribution Format: % Analysis 2001-2006
Table 18 Forecast Sales of Housewares by Subsector: Value 2006-2011
Table 19 Forecast Sales of Housewares by Subsector: % Value Growth 2006-2011
HOME FURNISHINGS IN CHINA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 20 Sales of Home Furnishings by Subsector: Value 2001-2006
Table 21 Sales of Home Furnishings by Subsector: % Value Growth 2001-2006
Table 22 Home Furnishings Company Shares by Retail Value 2004-2006
Table 23 Home Furnishings Brand Shares by Retail Value 2004-2006
Table 24 Sales of Home Furnishings by Distribution Format: % Analysis 2001-2006
Table 25 Forecast Sales of Home Furnishings by Subsector: Value 2006-2011
Table 26 Forecast Sales of Home Furnishings by Subsector: % Value Growth 2006-2011