Home Improvement in Taiwan

PROSPECTS

Weak performances and labour law revisions hamper growth

Home improvement saw the steepest decline in overall home and garden in 2019, mainly due to the performance of some of its leading players. Yung Chi Paint & Varnish MFG Co Ltd, the leader in both lacquer and varnish and decorative, paint saw continued value share decline in 2019.

Decline in floor and wall tiles continues

Still the second biggest category within home improvement, floor covering suffered a sharp decline in 2019, driven by continued decline seen in floor tiles. Similarly, wall covering’s drop in sales was due to the substantial loss of value sales seen in wall tiles.

Home paint suffers, while big brands turn focus to washlets

Home paint continued to account for the highest proportion of value share in home improvement in 2019, despite losing share. It was adversely affected by Taiwan’s sluggish economy and the below-par performance of top brands, including home paint brand leaders Rainbow and Dulux.

COMPETITIVE LANDSCAPE

Yung Chi Paint & Varnish leads with Rainbow, safely ahead of second-ranked Dulux brand

The leader in both home improvement overall and home paint, Yung Chi Paint & Varnish maintained its top position in 2019, with its Rainbow brand some way ahead of its closest competitor, Dulux. Rainbow derives strength from a diverse product portfolio and comparatively low prices, as well as an extensive distribution network through hundreds of independent hardware stores in Taiwan.

Domestic players outnumber foreign brands in home improvement

Domestic players continue to dominate home improvement. The leaders in home paint, floor covering, wall covering and bathroom and sanitaryware are all local companies.

Players forecast to increase investment in creative marketing strategies

Unlike elsewhere in home and garden in Taiwan, within home improvement, television advertising campaigns remain a core marketing method for players to reach potential customers. Almost all home paint brands use television advertising to capture more consumers.

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