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Home Improvement, DIY & Furnishings in China

DateSep, 2003
Pages120
Price / format€1408 / Hard Copy
€1408 / Electronic

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Abstract:
 Various segments of the market are explored in this report including DIY, household furniture, toilet and bathroom ceramics and decorative home lighting. Residential property trends and DIY retailing are also examined.

Definitions and Report Coverage
This report from Access Asia concentrates on the emerging trend of home improvement, furnishings and DIY in the People’s Republic of China.

The report touches on the state of the housing and construction industry in China though is primarily concerned with consumers decisions regarding home improvement, DIY and the purchase of home improvement-related items such as furniture, ceramics and lighting.

The market is taken to include home improvements that can be undertaken by individual homeowners such as decorating, basic electrical work, kitchen and bathroom equipment, wall coverings and floorings. The report concentrates on those improvements that can be made without formal government approval, professional construction work or planning permission.

The report aims to examine the market’s size, trends, driving factors, future structure as well as retailers and suppliers concentrating on the home improvement market in China.





As living standards improve in China and the government opens up the property market so interior decoration, design and DIY are becoming popular pastimes in certain key markets. In line with the interest in home decoration and improvement has come a desire for better quality materials.

Prior to the 1980s improvements were largely the responsibility of the state and carried out on public buildings. This reflects the housing situation in China at the time, which centred on providing adequate shelter for the majority of the population and to reduce overcrowding in the urban areas and severe poverty in the rural areas.

Since the mid-1980s, approximately one-fifth of public housing in large and medium sized Chinese cities has been remodelled, according to a survey carried out by the China Social Survey Institute.

In the 1990s, with the emergence of better public housing, improved incomes and raised expectations of households, the market has moved beyond the provision of shelter to the quest to provide pleasant homes tailored to the households needs.

The result of this trend has been for the Chinese government to begin to sell-off state housing and create a class of homeowners, primarily in the larger cities but gradually throughout the country. With the future development of a secondary housing market, eventually it is envisaged that the Chinese housing market will come to resemble that seen in mature private property markets.

Home ownership has been the catalyst behind the home improvements market and has encouraged consumers to engage in DIY and home improvement/ decorating activities. Additionally, this growth in private housing is attracting domestic and foreign retailers such as B&Q, OBI and IKEA to China.

As the market opens, so China is becoming increasingly ‘house proud’ while the home improvements industry is becoming an increasingly established part of the Chinese retailing and consumerist landscape.







Table of contents:
 INTRODUCTION & DEFINITIONS
Introduction
Definitions & Report Coverage
Other Relevant Reports
     1. MARKET BACKGROUND
      1.1 Fast Facts
      1.2 Exchange Rates
        1.2.1 Exchange Rates: China
        Table 1.1 AVERAGE ANNUAL EXCHANGE RATES BETWEEN RMB AND US$ 1994–2000
        1.2.2 Exchange Rates: Hong Kong
        Table 1.2 AVERAGE ANNUAL EXCHANGE RATES BETWEEN HK$, RMB & US$ 1994–2000
      1.3 Regions of China
      Map 1.1 CHINA: PROVINCES AND MUNICIPALITIES
      1.4 Demographics
        1.4.1 Demographics: Total Population
        Table 1.3 TOTAL POPULATION 1994–2000
        1.4.2 Demographics: Population by Location
        Table 1.4 POPULATION BY URBAN-RURAL DIVIDE 1994–2000
        1.4.3 Demographics: Population Breakdown by Location
        Table 1.5 POPULATION BREAKDOWN BY URBAN-RURAL DIVIDE 1994–2000
        1.4.4 Demographics: Population by Province
        Table 1.6 POPULATION BY PROVINCE 1999/2000
        1.4.5 Demographics: Population Density by Province
        Table 1.7 POPULATION DENSITY BY PROVINCE 2000
        1.4.6 Demographics: Population Concentration
        Map 1.2 CONCENTRATION OF POPULATION BY PROVINCE 2000
        1.4.7 Demographics: Population by Gender
        Table 1.8 TOTAL POPULATION BREAKDOWN BY GENDER 1994–2000
        1.4.8 Demographics: Population by Age Group
        Table 1.9 POPULATION BY AGE GROUP 1994–2000
        1.4.9 Demographics: Population by Age Group
        Table 1.10 POPULATION BY AGE GROUP 1994–2000
      1.5 Consumer Wealth
        1.5.1 Consumer Wealth: GDP and Cost of Living
        Table 1.11 GDP AND COST OF LIVING INDEX 1994–2000
        1.5.2 Consumer Wealth: Provincial Differences in GDP
        Table 1.12 GDP BY PROVINCE 1994–2000
        1.5.3 Consumer Wealth: GDP Growth by Province
        Table 1.13 GDP GROWTH BY PROVINCE 1994–2000
        1.5.4 Consumer Wealth: GDP Per Capita by Province
        Table 1.14 PER CAPITA GDP BY PROVINCE 1999/2000
        1.5.5 Consumer Wealth: Concentration of Wealth by Province
        Map 1.3 VALUE OF GDP PER CAPITA BY PROVINCE 2000
        1.5.6 Consumer Wealth: The Major Cities
        Table 1.15 LEADING CITIES KEY ECONOMIC INDICATORS 2000
        1.5.7 Consumer Wealth: The Significance of China’s Accession to WTO
      1.6 Households
        1.6.1 Households: Overview of Household Conditions
        1.6.2 Households: Total Households by Size
        Table 1.16 NUMBER OF HOUSEHOLDS BY SIZE 1994–2000
        1.6.3 Households: Total households by Urban/Rural Divide
        Table 1.17 NUMBER AND SIZE OF HOUSEHOLDS BY LOCATION 1994–2000
        1.6.4 Households: Income Earners Per Household
        Table 1.18 AVERAGE NUMBER OF INCOME EARNERS PER HOUSEHOLD 1994–1999
      1.7 Employment
        1.7.1 Employment: Number of Workers by Sector
        Table 1.19 NATIONAL EMPLOYMENT BY SECTOR 1994–2000
        1.7.2 Employment: Growth by Sector
        Table 1.20 GROWTH IN EMPLOYMENT BY SECTOR 1994–2000
        1.7.3 Employment: Workers by Gender
        Table 1.21 TOTAL NATIONAL WORKFORCE BY GENDER 1994–2000
        1.7.3 Employment: Workers by Habitation
        Table 1.22 NATIONAL WORKFORCE BY HABITATION 1994–2000
        1.7.4 Employment: Unemployment
        Table 1.23 URBAN UNEMPLOYMENT RATES 1994–2000
      1.8 Consumer Market
        1.8.1 Consumer Market: Consumer Spending Trends
        Table 1.24 CONSUMER EXPENDITURE* BY BROAD SECTOR AT CURRENT PRICES 1994–2000
        1.8.2 Consumer Market: Per Capita Consumer Expenditure
        Table 1.25 PER CAPITA CONSUMER EXPENDITURE* BY BROAD SECTOR AT CURRENT PRICES 1994–2000
        1.8.3 Consumer Market: Retail Sales and Consumer Spending
        Table 1.26 RETAIL SALES AS A PROPORTION OF CONSUMER EXPENDITURE 1994–2000
        1.8.3 Consumer Market: Urban Income and Spending Compared
        Table 1.27 URBAN AVERAGE ANNUAL INCOME AND EXPENDITURE 1994–2000
      1.9 Consumer Trends
        1.9.1 Consumer Trends: Consumer Response to Political Change
        1.9.2 Consumer Trends: Consumer Response to Economic Change
        1.9.3 Consumer Trends: Changes in Lifestyle Expectation
Livelihood
Housing
Possessions
Travel
Entertainment
Purchasing Influences
Taboos
    2 THE HOME IMPROVEMENTS MARKET
      2.1 Total Market
        2.1.1 Total Market: Market Value
        Table 2.1 TOTAL MARKET FOR HOME IMPROVEMENT 1994-2000
        2.1.2 Total Market: Market by Sector
        Table 2.2 TOTAL HOME IMPROVEMENT & FURNISHINGS MARKET BY BROAD SECTOR 1996-2000
        2.1.3 Total Market: Market Breakdown
        Table 2.3 HOME IMPROVEMENT MARKET PERCENTAGE BREAKDOWN BY BROAD SECTOR 1996-2000
        2.1.4 Total Market: Market Growth by Sector
        Table 2.4 HOME IMPROVEMENT MARKET PERCENTAGE BREAKDOWN BY BROAD SECTOR 1996-2000
      2.2 Market Sectors
        2.2.1 Market Sectors: DIY Products
        Table 2.5 TOTAL MARKET FOR DIY PRODUCTS 1994-2000
        2.2.2 Market Sectors: Home Furniture
        Table 2.6 TOTAL MARKET FOR HOME FURNITURE 1994-2000
        2.2.3 Market Sectors: Toilet & Bathroom Ceramics
        Table 2.7 TOTAL MARKET FOR TOILET & BATHROOM CERAMICS 1994-2000
        2.2.4 Market Sectors: Decorative Home Lighting
        Table 2.8 TOTAL MARKET FOR DECORATIVE HOME LIGHTING 1994-2000
        2.2.5 Market Sectors: Carpets & Floor Coverings
        Table 2.9 TOTAL MARKET FOR CARPETS & FLOOR COVERINGS 1994-2000
        2.2.6 Market Sectors: Household Textiles & Soft Furnishings
        Table 2.10 TOTAL MARKET FOR HOUSEHOLD TEXTILES & SOFT FURNISHINGS 1994-2000
      2.3 Market Parameters
        2.3 1 Market Parameters: Home Ownership
        2.3.2 Market Parameters: Per Capita Living Space
        Table 2.11 PER CAPITA NET LIVING SPACE BY PROVINCE 2000
        2.3.3 Market Parameters: Total Residential Floor Space
        Table 2.12 TOTAL FLOOR SPACE OF RESIDENTIAL BUILDINGS BY PROVINCE 2000
        2.3.4 Market Parameters: Total Residential Floor Space
        Table 2.13 TOTAL LIVING SPACE OF RESIDENTIAL BUILDINGS BY PROVINCE 2000
        2.3.5 Market Parameters: Household Expenditure on Home Improvement by Major City in China
        Table 2.14 AVERAGE HOUSEHOLD SPENDING ON HOME IMPROVEMENT BY HOMEOWNERS IN CHINA’S MAJOR CITIES 1995-1998
      2.4 Prices
        2.4.1 Prices: Retail Price Indices
        Table 2.15 RETAIL PRICE INDICES BY BROAD SECTOR 1994-1999
      2.5 Outlook
        2.5.1 Outlook: Forecast Trends
        2.5.2 Outlook: Forecast Total Market
        Table 2.16 FORECAST TOTAL MARKET FOR HOME IMPROVEMENTS & FURNISHINGS IN CHINA 2000-2005
      2.6 Current Issues
        2.6.1 Current Issues: Legislation
        2.6.2 Current Issues: The Furniture Manufacturing Industry
        2.6.3 Current Issues: Paint
        2.6.4 Current Issues: Plastic Home Improvement Products
        2.6.5 Current Issues: Towards A Chinese Style
        2.6.6 Current Issues: Clustering of Home Improvement & Furnishings Specialists
        2.6.7 Current Issues: The Growth of New Fully-Furnished Apartments
        2.6.8 Current Issues: Home Improvement Services
        Table 2.17 TOTAL MARKET FOR HOME IMPROVEMENT SERVICES 1994-2000
    3 MARKETING AND DISTRIBUTION
      3.1 Marketing
        3.1.1 Marketing: Trends
      3.2 Marketing: Consumer Profiles
        3.2.1 Urban Consumers
        3.2.2 Rural Consumers
      3.3 Distribution & Retail
        3.3.1 Distribution: Wholesale Distribution
        3.3.2 Distribution: Retail Sales by Outlet
    4 SWOT ANALYSIS
      4.1 Strengths
      4.2 Weaknesses
      4.3 Opportunities
      4.4 Threats
    5 COMPANY PROFILES
      5.1 B&Q
        5.1.1 B&Q: Company Details
        5.1.2 B&Q: Company Background
        5.1.3 B&Q: China-based Activities
        5.1.4 B&Q: Financial Results
        Table 5.1 KINGFISHER PLC: FINANCIAL RESULTS 1999/2000*
        5.1.5 B&Q: Future Strategy
      5.2 Club 8 Mobler Company A/S
      5.3 The Home Depot Inc.
        5.3.1 Home Depot: Company Details
        5.3.2 Home Depot: Company Background
        5.3.3 Home Depot: China-Related Activities
        5.3.4 Home Depot: Financial Summary
        Table 5.2 HOME DEPOT: FINANCIAL RESULTS 1998/1999
        Table 5.3 HOME DEPOT: FINANCIAL RESULTS 2000
      5.4 IKEA
        5.4.1 IKEA: Company Details
        5.4.2 IKEA: Company Details
        5.4.3 IKEA: China-Related Activities
        5.4.4 IKEA: Financial Results
        Table 5.4 IKEA: FINANCIAL RESULTS 1999/2000*
        5.4.5 IKEA: Future Strategies
      5.5 Komeri
        5.5.1 Komeri: Company Details
        5.5.2 Komeri: Company Background
        5.5.3 Komeri: China-Related Activities
        5.5.4 Komeri: Financial Summary
        Table 5.5 KOMERI: FINANCIAL RESULTS 1998-2000*
      5.6 Metro AG
        5.6.1 Metro: Company Background & Chinas Activities
        5.6.2 Metro: Company Background & China Activities
      5.7 OBI Group
      5.8 Sentry Hardware
      5.9 Shanghai Number Nine Department Store Company Ltd
       5.10 Tianjin Building Materials Corporation
       5.11 Zhejiang Zhongnan Architectural and Decoration Engineering Group
       5.12 Zhenhai Group
    6 CONTACTS
      6.1 Trade Associations
        6.1.1 China Chain Store & Franchise Association (CCSFA)
        6.1.2 China National Furniture Association (CNFA)
        6.1.3 China Institute of Interior Design
        6.1.4 China Building Decoration Association
    7 RELEVANT TRADE FAIRS & EXHIBITIONS
      7.1 China International Floor Coverings and Carpet Fair
      7.2 North National Building Decoration Materials & Bathroom Fixtures Exhibition
      7.3 Building Decoration Materials, Bathroom Fixtures (Xiamen) Trade Fair
      7.4 China International Building & Decoration Exposition
      7.5 International Trade Fair for Floor Covering
      7.6 Zhengzhou International Building Materials & Interior Decoration & Hotel Necessities Exhibition
      7.7 China International Building & Decoration Expo (BATIMAT China)
      7.8 Floor Coverings China
      7.9 Kitchen & Bath China
       7.10 Housing Decoration Design & Service Shanghai
       7.11 Lighting China
       7.12 China (Shenzhen) International Building & Decorating Material Exhibition
       7.13 China International Building & Decoration Fair
       7.14 China International Construction, Decoration Materials & Hotel Facility Exhibition
       7.15 Changchun International Construction & Window, Interior Decoration Expo
       7.16 China Building Decorative Materials & Hotel Equipment Show
       7.17 National Interior Decoration Show
       7.18 China Shenyang Building decorative Materials & Hotel Equipment Trade Show
       7.19 World Well-Known Brand-Sanitary Ware, Kitchen Equipment & Ceramics Exhibition
       7.20 Building China – International Exhibition on Building Materials, Building Services & Interior Decoration








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