Gardening in China

PROSPECTS

Gardening in an emergent phase in China

Gardening is still in an emergent phase in China, with a small market size and low per capita spending. While a low base led to dynamic growth in the final year of the review period, the potential for ongoing expansion is limited by the character of urban living in China.

Gardening benefits from awareness of health and aesthetics

One thing supporting the ongoing development of gardening in the Chinese market is a growing interest in the aesthetics of gardening, which goes hand-in-hand with a broader interest in design and domestic aesthetics underpinned by rising disposable income and the influence of factors such as social media. Gardening is also benefiting from perceptions that it can help to relieve the stress of hectic modern lifestyles.

E-commerce becoming a major channel

New consumers taking to gardening for its aesthetic and health qualities are often relatively young. These are the consumers that are most familiar and comfortable with internet retailing.

COMPETITIVE LANDSCAPE

Very fragmented market

With a low barrier to entry allowing for the presence of a large number of small players, the gardening category is very fragmented. Indeed, players outside the top seven jointly accounted for more than 98% of total value sales.

Local brands and international brands compete in different price bands

Most local brands, such as Cui Jun and Dalong, compete in the low-pricing band, while international brands are primarily present in the mid- and high-price bands. Local brands use a low-pricing strategy to attract consumers new to gardening.

Zhejiang Hongyue Horticultural Corp remains the top player

Zhejiang Hongyue Horticultural Corp remained the leading player in gardening in 2018. The company’s leading position is supported by a broad product range that extends across multiple categories.

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