Home and Garden in China

The Chinese home and garden market continued to grow in 2018. However, growth slowed slightly, as a sluggish housing market and furnished housing policies began to have a conspicuous impact on some categories, particularly home improvement. Gardening, homewares and home furnishings proved more resilient, seeing strong growth on the back of an upmarket shift in demand, which was boosted by product innovation targeting prevailing consumer trends.

Euromonitor International's‘ Home and Garden in China report’ offers a comprehensive guide to the size and shape of market demand at a national level. It provides the latest retail sales data (historic date range), allowing you to identify the categories driving growth. It also identifies the leading companies and their brands, and offers strategic analysis of key factors influencing demand - from new product developments, consumer lifestyles, route to market and pricing issues. Forecasts to 2023 illustrate how market demand is expected to evolve in the medium-term

Product coverage: Home Improvement and Gardening, Homewares and Home Furnishings.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?

• Get a detailed picture of the Home and Garden market;

• Pinpoint growth sectors and identify factors driving change;

• Understand the competitive environment, the market's major players and leading brands;

• Use five-year forecasts to assess how the market is predicted to develop.

Table of Contents

Executive Summary

• Home and Garden Sees Slower Growth

• Demand for Smarter and Greener Homes Offers Potential

• Home and Garden Is Fragmented But Sees Ongoing Consolidation

• Multi-channel A Strategic Focus for Manufacturers

• Home and Garden Set To See Stable Growth

Market Data

• Table 1 Sales of Home and Garden by Category: Value 2013-2018
• Table 2 Sales of Home and Garden by Category: % Value Growth 2013-2018
• Table 3 NBO Company Shares of Home and Garden: % Value 2014-2018
• Table 4 LBN Brand Shares of Home and Garden: % Value 2015-2018
• Table 5 Distribution of Home and Garden by Format: % Value 2013-2018
• Table 6 Distribution of Home and Garden by Format and Category: % Value 2018
• Table 7 Forecast Sales of Home and Garden by Category: Value 2018-2023
• Table 8 Forecast Sales of Home and Garden by Category: % Value Growth 2018-2023

Definitions

Sources

• Summary 1 Research Sources

Headlines

Prospects

• Influences From the Housing Market Become Conspicuous in Retail

• Demand for Green Products Influencing Home Improvement

• Government Promotes Development of Green Products

Competitive Landscape

• D&o Home Collection Enters Floor Covering and Wall Covering Through Acquisition

• Smaller Players Suffer

• Home Improvement Sees Some Consolidation

Category Data

• Table 9 Sales of Home Improvement by Category: Value 2013-2018
• Table 10 Sales of Home Improvement by Category: % Value Growth 2013-2018
• Table 11 NBO Company Shares of Home Improvement: % Value 2014-2018
• Table 12 LBN Brand Shares of Home Improvement: % Value 2015-2018
• Table 13 Distribution of Home Improvement by Format: % Value 2013-2018
• Table 14 Forecast Sales of Home Improvement by Category: Value 2018-2023
• Table 15 Forecast Sales of Home Improvement by Category: % Value Growth 2018-2023

Headlines

Prospects

• Gardening in An Emergent Phase in China

• Gardening Benefits From Awareness of Health and Aesthetics

• E-commerce Becoming A Major Channel

Competitive Landscape

• Very Fragmented Market

• Local Brands and International Brands Compete in Different Price Bands

• Zhejiang Hongyue Horticultural Corp Remains the Top Player

Category Data

• Table 16 Sales of Gardening by Category: Value 2013-2018
• Table 17 Sales of Gardening by Category: % Value Growth 2013-2018
• Table 18 NBO Company Shares of Gardening: % Value 2014-2018
• Table 19 LBN Brand Shares of Gardening: % Value 2015-2018
• Table 20 Distribution of Gardening by Format: % Value 2013-2018
• Table 21 Forecast Sales of Gardening by Category: Value 2018-2023
• Table 22 Forecast Sales of Gardening by Category: % Value Growth 2018-2023

Headlines

Prospects

• Homewares Sees Growth

• Dining Out/food Delivery Trend Presents A Threat

• Growing Emphasis on Product Differentiation

Competitive Landscape

• A Fragmented Market

• Mid-range Brands Performing Well

• Online Strategies Increase in Importance

Category Data

• Table 23 Sales of Homewares by Category: Value 2013-2018
• Table 24 Sales of Homewares by Category: % Value Growth 2013-2018
• Table 25 Sales of Homewares by Material: % Value 2013-2018
• Table 26 NBO Company Shares of Homewares: % Value 2014-2018
• Table 27 LBN Brand Shares of Homewares: % Value 2015-2018
• Table 28 Distribution of Homewares by Format: % Value 2013-2018
• Table 29 Forecast Sales of Homewares by Category: Value 2018-2023
• Table 30 Forecast Sales of Homewares by Category: % Value Growth 2018-2023

Headlines

Prospects

• Manufacturers Cross Over Into Adjacent Categories

• Traditional Lighting Manufacturers Join Hands With Tech and Iot Firms To Develop Smart Lighting

• Multi-channel Strategies Blur the Lines Between Online and Offline Retailing

Competitive Landscape

• Ikea (china) Investment Retains the Lead in Home Furnishings

• Targeting Key Trends

• Jason Furniture (hangzhou) Co Ltd Grows Robustly

Category Data

• Table 31 Sales of Home Furnishings by Category: Value 2013-2018
• Table 32 Sales of Home Furnishings by Category: % Value Growth 2013-2018
• Table 33 NBO Company Shares of Home Furnishings: % Value 2014-2018
• Table 34 LBN Brand Shares of Home Furnishings: % Value 2015-2018
• Table 35 LBN Brand Shares of Light Sources: % Value 2015-2018
• Table 36 Distribution of Home Furnishings by Format: % Value 2013-2018
• Table 37 Forecast Sales of Home Furnishings by Category: Value 2018-2023
• Table 38 Forecast Sales of Home Furnishings by Category: % Value Growth 2018-2023