Description
Various segments of the market are explored in this Access Asia report
including DIY, household furniture, toilet & bathroom ceramics and
decorative home lighting. Residential property trends and DIY retailing are also
examined.
Extract from Introduction
'... Executive Summary
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 ehouse proudf
while the home improvements industry is becoming an increasingly established
part of the Chinese retailing and consumerist landscape.
Definitions & Report Coverage
This report from Access Asia concentrates on the emerging trend of home
improvement, furnishings and DIY in the Peoplefs 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 marketfs size, trends, driving factors,
future structure as well as retailers and suppliers concentrating on the home
improvement market in China.
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