Home and Garden in China
April 2020

List OF CONTENTS AND TABLES

EXECUTIVE SUMMARY
Growth hit by sluggish property market and policy developments
Trend towards one-stop shop convenience and cross-category development
High level of fragmentation, but steady process of consolidation continues
Store-based specialists remain dominant but forced to respond to rapid rise of e-commerce
Upmarket trend to support further value growth
MARKET DATA
Table 1 Sales of Home and Garden by Category: Value 2014-2019
Table 2 Sales of Home and Garden by Category: % Value Growth 2014-2019
Table 3 NBO Company Shares of Home and Garden: % Value 2015-2019
Table 4 LBN Brand Shares of Home and Garden: % Value 2016-2019
Table 5 Distribution of Home and Garden by Format: % Value 2014-2019
Table 6 Distribution of Home and Garden by Format and Category: % Value 2019
Table 7 Forecast Sales of Home and Garden by Category: Value 2019-2024
Table 8 Forecast Sales of Home and Garden by Category: % Value Growth 2019-2024
CORONAVIRUS (COVID-19)
SOURCES
Summary 1 Research Sources
HEADLINES
PROSPECTS
Health and wellness trend bolsters interest in gardening
Indoor plants compatible with modern urban demand
Smart gardening beginning to emerge
COMPETITIVE LANDSCAPE
A very fragmented category
Zhejiang Hongyue Horticultural Corp extends lead
WFM targets demand for convenience with new pot
CATEGORY DATA
Table 9 Sales of Gardening by Category: Value 2014-2019
Table 10 Sales of Gardening by Category: % Value Growth 2014-2019
Table 11 NBO Company Shares of Gardening: % Value 2015-2019
Table 12 LBN Brand Shares of Gardening: % Value 2016-2019
Table 13 Distribution of Gardening by Format: % Value 2014-2019
Table 14 Forecast Sales of Gardening by Category: Value 2019-2024
Table 15 Forecast Sales of Gardening by Category: % Value Growth 2019-2024
HEADLINES
PROSPECTS
Upmarket trend supports growth in indoor furniture
Lighting at the forefront of the development of the smart home
Cross-category development targets demand for convenience
COMPETITIVE LANDSCAPE
IKEA continues to innovate to reinforce leading position
MUJI targets one-stop demand
Indoor furniture manufacturers adapting to furnished housing policies
CATEGORY DATA
Table 16 Sales of Home Furnishings by Category: Value 2014-2019
Table 17 Sales of Home Furnishings by Category: % Value Growth 2014-2019
Table 18 NBO Company Shares of Home Furnishings: % Value 2015-2019
Table 19 LBN Brand Shares of Home Furnishings: % Value 2016-2019
Table 20 LBN Brand Shares of Light Sources: % Value 2016-2019
Table 21 Distribution of Home Furnishings by Format: % Value 2014-2019
Table 22 Forecast Sales of Home Furnishings by Category: Value 2019-2024
Table 23 Forecast Sales of Home Furnishings by Category: % Value Growth 2019-2024
HEADLINES
PROSPECTS
Government moves to prevent speculation hit home improvement sales
“Green” products gaining in prominence
“One-stop” options grow in popularity
COMPETITIVE LANDSCAPE
Domestic brands benefit from competitive pricing in home paint
Export-orientated tools player turns attention to domestic market
High level of fragmentation in floor covering
CATEGORY DATA
Table 24 Sales of Home Improvement by Category: Value 2014-2019
Table 25 Sales of Home Improvement by Category: % Value Growth 2014-2019
Table 26 NBO Company Shares of Home Improvement: % Value 2015-2019
Table 27 LBN Brand Shares of Home Improvement: % Value 2016-2019
Table 28 Distribution of Home Improvement by Format: % Value 2014-2019
Table 29 Forecast Sales of Home Improvement by Category: Value 2019-2024
Table 30 Forecast Sales of Home Improvement by Category: % Value Growth 2019-2024
HEADLINES
PROSPECTS
Stable demand for traditional products, and consumer upgrading
Targeting key demand trends leading to segmentation of the offer
Functionality and aesthetics proving increasingly influential in innovation
COMPETITIVE LANDSCAPE
High level of fragmentation, with large number of small regional players active in the category
Companies moving into homewares from other areas
Local players putting growing competitive pressure on foreign rivals
CATEGORY DATA
Table 31 Sales of Homewares by Category: Value 2014-2019
Table 32 Sales of Homewares by Category: % Value Growth 2014-2019
Table 33 Sales of Homewares by Material: % Value 2014-2019
Table 34 NBO Company Shares of Homewares: % Value 2015-2019
Table 35 LBN Brand Shares of Homewares: % Value 2016-2019
Table 36 Distribution of Homewares by Format: % Value 2014-2019
Table 37 Forecast Sales of Homewares by Category: Value 2019-2024
Table 38 Forecast Sales of Homewares by Category: % Value Growth 2019-2024