Report Published: "Home Improvement in China"

Traditionally, consumers in China have tended to buy home improvement products themselves, but employ professionals to carry out renovation and decorating projects. In recent years, however, the concept of DIY home improvement has become increasingly popular in the country, particularly among young white collar consumers in urban areas. This is mainly because DIY is the cheaper option, and rising property prices have left consumers with less money to spend on renovation and decorating. However, the success of TV programmes about home renovation and decorating have also fuelled the trend.

Competitive Landscape

Hangzhou Nabel Group was the top player in home improvement in 2014 with an overall value share of just over 2%. The company, which ranked first in wall covering and second in floor covering, has an extensive distribution network of more than 1,100 stores in China, and invests 3% of its annual revenues in new product development. Towards the end of the review period, it stepped up investment in promotional activities for a number of its premium lines in first and second tier cities. These activities bolstered its sales performance in 2014, helping it to record a modest increase in its overall value share within home improvement. Other prominent players in home improvement in 2014 included Nippon Paint (China) Co Ltd, Kohler (China) Investment Co Ltd, Dare Technology Co Ltd and Dulux (China) Co Ltd.

Full Report Details at
- http://www.fastmr.com/prod/1015125_home_improvement_china.aspx?afid=301

Industry Prospects

With the cooling of the local property market now starting to hamper GDP growth, over the forecast period it is expected that the Chinese government will relax or remove some of the restrictive policies it previously introduced in order to reduce the risk of a crash. This should help to sustain moderate but steady growth in home improvement value sales at constant 2014 prices. However, constant value growth is still projected to be slower than during the review period. Aside from increasing maturity, constant value growth will be tempered by further growth in property prices and the rising cost of living in China, which will leave homeowners with less to spend on decoration and renovation projects.

Home Improvement Market Research

Analyse key trends and developments in China for all product categories, competitors and channels.

Evaluate the market position and financial performance of the leading national and international market players.

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