Formats of modern trade in the DIY sector. What is the DIY market? Overview of this market Direction diy

Both the area of ​​these stores and the product matrix have increased. We will talk about what DIY sales are in this article.

What is the DIY segment

DIY (do it yourself) - translated as do it yourself, this is a fairly well-known English expression meaning what a person does on his own at home. Currently, the DIY segment refers to construction stores that sell goods for the home and garden. Due to the boom in suburban construction and renovations, the demand for these goods has increased greatly.

DIY is not just a market segment; initially it is an entire subculture. It is interesting that it developed in the USSR and in the West a little differently. In the Soviet Union, people sought to create things with their own hands due to the small selection and often low quality of products. In the West, DIY is a protest against capitalism and an unwillingness to pay for what you can do yourself. Thus, the DIY movement promotes the development of individuality and rejects the consumption of the same product.

DIY received a significant boost in development with the spread of the Internet. Anyone can watch a training video and make repairs (and not only repairs) at home. Previously, all knowledge was passed on by word of mouth. Literature for a wide range of readers has become available relatively recently. And if you were born into a carpenter’s family, then the chances of becoming a blacksmith yourself were very small. Now everything is much simpler, the consumer has a choice whether to do the work himself or hire a specialist.

DIY segment

Until the 2000s, small shops and markets operated in the DIY segment of Russia. There was no question of any convenience for the consumer. At the same time, active construction of new houses and the development of suburban construction began. Against this background, the first DIY hypermarket format stores appeared in Russia. The success of such stores was enormous; for several years the DIY market grew by double digits. Well-known Western networks quickly joined in, and now there are about 600 networks operating on the market. The area of ​​modern Russian DIY stores exceeds 10,000 square meters.

DIY networks

INFOLine DIY RETAIL RUSSIA TOP is annual ranking large construction companies in Russia.

OBI

The German OBI was the first in the super-promising market in Russia and in the early years carried out active regional expansion, which was facilitated by a strategic partnership with Ikea Centers Russia, which simultaneously launched a network of MEGA shopping and entertainment centers in the largest cities.

Leroy Merlin

French Leroy Merlin, part of Groupe Adeo, which operates 400 stores in 12 countries, has reached Russian market in 2004, and active development began in 2005. Today the group unites 9 different formats in the DIY segment, and the Leroy Merlin chain itself is the first in Europe and the third in the world in terms of sales.

Castorama

Another major international player, the British chain Castorama, part of the DIY holding Kingfisher, came to Russia only in 2006, which did not prevent it from short term to take its market share and a stable third place among all operators operating in the country. It is noteworthy that the company began conquering the market not from Moscow, opening its first store in Samara.

K-Rauta

Finnish K-Rauta became the fourth foreign player in the Russian DIY market, opening its first store in St. Petersburg in the fall of 2006. Unlike its main competitors, the retailer controlled by the Kesko concern began to develop the market thanks to the purchase of the Stroymaster chain that existed in Russia. At the same time, in next years The network did not develop as actively as planned. As of 2016, K-Rauta operates in St. Petersburg (7 hypermarkets), Moscow (3), Yaroslavl, Kaluga and Tula. The Kesko concern also operates in the Scandinavian and Baltic countries and operates a network of 2,000 stores.

Maxidom

"Maxidom" is one of the oldest companies in the Russian market of hypermarkets for construction and renovation. The first store of the retail chain in St. Petersburg was opened back in 1997. Today the company operates a network of 11 full-format hypermarkets with a total area of ​​more than 100 thousand square meters and is one of the largest players in the DIY market.

Petrovich

The Petrovich trading house, specializing in the sale of building materials, was founded in 1995. Today it is one of the leading companies in the market, operating a network of fifteen hypermarkets in St. Petersburg and the region, Petrozavodsk, Moscow and Tver.

Baucenter

The Baucenter company began its activities in the Russian building materials market in 1994 with the opening of a store with an area of ​​200 sq.m. in Kaliningrad. Today the chain unites 9 hypermarkets located in Kaliningrad, Krasnodar, Novorossiysk and Omsk. The total area of ​​Baucenter stores is more than 120,000 sq.m.

DIY products

DIY stores offer a wide range of products. Among them:

• goods intended for finishing premises and carrying out repair work. This includes wallpaper, paints and varnishes, fittings, roofing, drywall, flooring and carpeting, grouts, dry mixes, nails, cement, insulation, adhesives, sealants, solvents and much more;
• entrance and interior doors;
• work clothes, gloves, rubber shoes;
• wood products: panels, lining, plywood and other types of goods;
• security systems, intercoms and alarm systems;
• electrical engineering: lighting fixtures, light bulbs, cables, transformers and other electrical appliances;
• water supply systems, including plastic pipes, various valves and so on;
• tools, hand and electric;
• furniture - kitchens, tables, chairs and so on;
• plumbing - bathtubs, sinks, showers, taps, mixers and the like.

Some features of the Russian DIY segment are interesting. So in our country such stores are more often visited by women, although in Western countries this is mainly a men's format. In addition, residents of developed countries prefer to do repairs either completely on their own or completely trust specialists. Construction services in the EU are very expensive and are available only to very wealthy people. Residents buy goods from our DIY stores and trust professionals from Central Asia to do complex repairs.

Behind last years Many companies are increasingly looking for new ways of development and trying to improve the efficiency of their business in harsh market conditions. The DIY retail format is gaining relative popularity, which gives customers the right to “independent behavior” in trading floor and direct access to the product, which allows you to attract large quantity customers to your store and, in some cases, increase sales.

DIY- is an abbreviation for “Do it Yourself” and translated into Russian means “Do it yourself.” Initially, the DIY category included all types of activities that a person did on his own - for example, making furniture with his own hands or some kind of interior design elements.

Today, the DIY retail market (Do it Yourself) is considered one of the most promising markets. International networks invest billions here in our country alone. The most common format here are super- and hypermarkets with a wide range of construction products - from dry mixes and paints to plumbing fixtures and various home items and decorations, which allow any buyer to carry out repairs

Marketing agency Paper Planes has identified 4 main trends in the DIY retail market that are occurring today. Let's take a closer look at them.

1. Development of own brands (private brands)

The economic crisis greatly changed the opportunities and preferences of buyers, who began to switch to cheaper goods. The “price-quality” indicator came to the fore. Retailers are adapting to this trend by offering cheaper private label products. Private label allows you to increase the margins of certain categories of goods and reduces risks from external manufacturers. But this will be beneficial for those goods for which price comes to the fore. In other cases, customers still value brands and product quality, such as when choosing paint, tools or sealing materials.

2. Personalize the customer journey

Due to the reduction in the flow of customers, for the need to retain them and for the formation of our own consumption culture, retail chains They try to adapt to each specific client. They are introducing new services that are designed for both retail customers and the business segment. For example, ordinary buyers can be helped with moving, evaluate the planned project, and also carry out various promotions and introduce a system of discounts. Master classes, lectures, seminars and exhibitions are organized for women. For B2B clients, extended operating hours are introduced, cutting and cutting are carried out various materials, provide professional consultants. Increasingly, retailers are trying to choose a formula for each specific Client. Offering new opportunities, more and more chains are opening online stores.

3. Narrowly profiled offer

Buyers, in an attempt to save time, look for sellers who can quickly offer them only what they ask for. Therefore, retail chains divide their assortment, offering both highly specialized retail for B2B clients and a narrow assortment for B2C, thus covering and providing customers of all categories.

4. Convergence online and offline

Many stores, trying to reduce their costs, deliberately abandon the “store-warehouse” format. This method is being replaced by new business models where you can place an order online or by phone and immediately receive it in a warehouse or on site. Some chains simply install online terminals in product aisles, where you can place and pay for an order, and you can pick it up at the exit of the warehouse or through the delivery system.

In our humble opinion - the view of a company that has lost hundreds of thousands of rubles due to the bankruptcy of DIY retailers, the trends of survival, and for many DIY chains this is precisely a matter of survival, is the convergence of formats - the expansion of retail due to aggressive wholesale, and wholesale due to aggressive retail. Plus a total rethinking of the service - from logistics to construction services with active sales (the experience of the Abada company can be considered successful here).

A modern network must take on all of the above. And in the future, it will become an ecosystem similar to AppStore, Uber and others - for customers and contractors in their region. The closest thing to construction is the experience of the Remontnik.ru portal, which forms an ecosystem from the service side, not the product side.

Description Content Illustrations Tables Issues

Description

Edition " DIY retail chains» contains data on a study of the market for the sale of DIY goods (that is, intended for the home, garden, as well as those necessary for construction and repair work). At the same time, the research materials relate to network and retail trade.

The report includes not only a description of the development of DIY retail in Russia, but also its current situation, in particular, it provides information on the market size. The study examines the main trends in the development of the DIY goods trade market, but only in the short term. Forecasts for the development of this market were compiled for 2009 using mathematical modeling methods. All forecast calculations were carried out taking into account the impact of the economic crisis.

Within research work the structure of DIY retail networks existing in Russia is analyzed, the most significant formats of network trade are considered. Separately, the most significant characteristics of the operating companies of the DIY goods trading market are given, namely turnover indicators, the size of the retail space, and some indicators of the dynamics of network development.

The study included both general and specialty retail outlets involved in the distribution of DIY products. When mentioning varieties retail outlets It should be noted that in universal retail chains the buyer is given a choice a wide range of DIY goods, and in specialized ones - one or more categories of this type of product.

Information presented in the analytical report " DIY retail chains", allows us to establish that in the Russian DIY goods trade market there is a rapid increase in the share of chain stores. Despite the negative impact of the economic crisis on retail trade, large market operators will increase their market share in 2009.

One of the sections of the research work " DIY retail chains» is entirely devoted to reviewing the current situation of regional markets. This section provides the most significant characteristics of the market, development factors in specific regions of DIY retail, and plans for new players to enter the market.

DIY product retailer profiles in the study include general description companies, indicating the direction of their development, contact information, the most significant characteristics of retail chains (for example, turnover, assortment, size of investments), a list of names of company leaders, the number of stores, their formats.

Study " DIY retail chains", was carried out between January and April 2009. In this case, a survey of representatives of DIY retail chains and desk research were used. During the desk research, conference materials and materials were used mass media(both printed and electronic).

Market development forecasts were compiled using mathematical modeling methods.

The study was conducted in January-April 2009.

The report contains 158 tables and 39 graphs and charts (tables and charts in company profiles were not indexed).

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List of charts:

Rice. 1. Growth rate of residential building commissioning and production individual species building materials, 2004-2008, % 10

Rice. 2. Market size retail DIY, $ billion, 2006-2008, forecast for 2009 11

Rice. 3. Growth in the share of the largest 10 largest network operators in the Russian DIY market, 2005-2008, forecast for 2009 13

Rice. 4. Structure of turnover of network DIY retail - distribution by trade formats, 2008 17

Rice. 5. DIY market volume in the USA and European countries, € billion, FY 2007/2008 26

Rice. 6. Structure of federal and regional networks in the Russian DIY market - distribution by number of operators, 2008 31

Rice. 7. Structure of federal and regional chains in the Russian DIY market - distribution by number of stores, 2008 31

Rice. 8. Number of department store chains in the Russian DIY market, 2006-2008. 34

Rice. 9. Share of the main types of specialized networks in the Russian DIY market, 2008 39

Rice. 10. Dynamics of increase in the number of stores of specialized chains in 2006-2008. 41

Rice. 11. Structure of retail trade turnover by federal districts, 2007 47

Rice. 12. Dynamics of commissioning of residential buildings in the Russian Federation in 2000-2008, million square meters. m of total area 47

Rice. 13. Volumes housing construction by federal districts, 2008 48

Rice. 15. Dynamics of the commissioning of residential buildings in the Central Federal District in 2000-2008, million square meters. m of total area 54

Rice. 16. Dynamics of the commissioning of residential buildings in Moscow and the Moscow region in 2000-2008, million square meters. m of total area 72

Rice. 17. Dynamics of the commissioning of residential buildings in the Voronezh region in 2000-2008, thousand square meters. m of total area 80

Rice. 18. Dynamics of commissioning of residential buildings in the Northwestern Federal District in 2000-2008, million sq. m of total area 85

Rice. 19. Dynamics of the commissioning of residential buildings in St. Petersburg and the Leningrad region in 2000-2007, million square meters. m of total area 95

Rice. 20. Dynamics of commissioning of residential buildings in the PrFD in 2000-2008, million sq. m of total area 102

Rice. 21. Dynamics of commissioning of residential buildings in the Republic of Tatarstan in 2000-2008, million square meters. m of total area 123

Rice. 22. Dynamics of commissioning of residential buildings in the Republic of Bashkortostan in 2000-2008, million square meters. m of total area 127

Rice. 23. Dynamics of commissioning of residential buildings in Nizhny Novgorod region in 2000-2008, million sq. m of total area 131

Rice. 24. Dynamics of commissioning of residential buildings in the Samara region in 2000-2008, million square meters. m of total area 135

Rice. 25. Dynamics of commissioning of residential buildings in the Perm region in 2000-2007, million sq. m of total area 139

Rice. 26. Dynamics of commissioning of residential buildings in the Ural Federal District in 2000-2008, million sq. m of total area 144

Rice. 27. Dynamics of commissioning of residential buildings in the Sverdlovsk region in 2000-2008, million square meters. m of total area 154

Rice. 28. Dynamics of commissioning of residential buildings in the Tyumen region in 2000-2007, million square meters. m of total area 159

Rice. 29. Dynamics of commissioning of residential buildings in Chelyabinsk region in 2000-2008, million sq. m of total area 162

Rice. 30. Dynamics of the commissioning of residential buildings in the Siberian Federal District in 2000-2008, million sq. m of total area 167

Rice. 31. Dynamics of commissioning of residential buildings in the Krasnoyarsk Territory in 2001-2007, million square meters. m of total area 184

Rice. 32. Dynamics of the commissioning of residential buildings in the Novosibirsk region in 2001-2008, million square meters. m of total area 188

Rice. 33. Dynamics of the commissioning of residential buildings in the Kemerovo region in 2001-2008, million square meters. m of total area 193

Rice. 34. Dynamics of commissioning of residential buildings in the Southern Federal District in 2000-2008, million square meters. m of total area 198

Rice. 35. Dynamics of the commissioning of residential buildings in the Krasnodar Territory in 2000-2008, million square meters. m of total area 212

Rice. 36. Dynamics of the commissioning of residential buildings in the Rostov region in 2000-2008, million square meters. m of total area 216

Rice. 37. Dynamics of the commissioning of residential buildings in the Volgograd region in 2000-2008, million square meters. m of total area 220

Rice. 38. Dynamics of commissioning of residential buildings in the Far Eastern Federal District in 2000-2008, million sq. m of total area 224

Rice. 39. Dynamics of the commissioning of residential buildings in the Primorsky Territory in 2001-2008, million square meters. m of total area

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List of tables:

Table 1. Macroeconomic indicators of the Russian Federation for the first quarter of 2009,% compared to the same period in 2008 14

Table 2. Structure of the DIY retail market in in value terms, distribution by format, %, 2007-2008, forecast for 2009 16

Table 3. DIY Retailer Bonds Outstanding (April 2009) 18

Table 4. Events in the Russian retail market of DIY and related market segments in December 2008 - April 2009 18

Table 5. Plans for the opening of new DIY stores by foreign players, 2009 20

Table 6. The ratio of Russian and imported goods in the range of universal DIY networks, 2008 20

Table 7. Types of retail chains in Russia by geographic coverage 23

Table 8. Main trading formats of networks in the Russian DIY 24 market

Table 9. Operators of multi-format retail chains 26

Table 10. Top 10 European DIY retailers by sales volume, 2007 32

Table eleven. Trade brands Kingfisher Groups 2008 32

Table 12. Trade brands of Leroy Merlin Group by type of store, 2008. 33

Table 13. The largest federal operators DIY retail by number of stores, 2008 34

Table 14. Largest regional DIY retail operators by number of stores, 2008 36

Table 15. Dynamics of changes in the number of stores in hypermarket chains in 2007-2008. 39

Table 16. Characteristics of chain hypermarkets in the Russian DIY market, 2008 40

Table 17. Dynamics of changes in the number of stores in supermarket chains in 2007-2008. 41

Table 18. Characteristics of chain supermarkets in the Russian DIY market, 2008 42

Table 19. The largest specialized networks by type of specialization in the Russian DIY market, 2008. 43

Table 20. Characteristics of specialized networks in the Russian DIY market, 2007-2008. 45

Table 21. DIY market leaders by regional presence, 2008 46

Table 22. Trade area network operators in the DIY market (at the end of 2008) 47

Table 23. Trade turnover of DIY chains in 2006-2008, $ million 48

Table 24. Largest cities in the Russian Federation by population, income, retail trade turnover, 2007 50

Table 25. Top 20 constituent entities of the Russian Federation by volume of housing commissioned, 2007 52

Table 26. Volume of loans provided individuals for the purchase of housing as of July 1, 2007 53

Table 27. Top 20 constituent entities of the Russian Federation by the number of online DIY stores, 2009 55

Table 28. General data for the Central Federal District, 2007 56

Table 30. Average monthly cash income per capita in the Central Federal District in June 2008, rub. 57

Table 31. Commissioning of residential buildings in the Central Federal District, 2006-2008. 58

Table 32. Volume of loans provided to individuals for the purchase of housing by region of the Central Federal District, as of July 1, 2008, rub. 59

Table 33. Number of chain stores in the Central Federal District, 2009 59

Table 34. Federal trading networks of the Central Federal District, 2007 60

Table 35. Regional retail chains of the Central Federal District - universal, 2009 66

Table 36. Regional retail chains of the Central Federal District - specialized, 2009 69

Table 37. Specialized shopping centers* Central Federal District, 2007 73

Table 38. Population. Moscow 74

Table 39. Population. Moscow region 74

Table 40. Retail trade in Moscow and the Moscow region, 2003-2007. 75

Table 41. Demand for retail premises in the 1st half of 2008 by tenant profile 76

Table 42. Retail networks of Moscow and the Moscow region, 2008 80

Table 43. The largest shopping centers in Moscow, 2008 83

Table 44. Population of the Voronezh region 83

Table 45. Retail trade in the Voronezh region, 2003-2007 83

Table 46. ​​Retail networks of the Voronezh region, 2008 86

Table 47. Largest shopping centers in Voronezh (plans) 86

Table 48. General data for the Northwestern Federal District, 2007 87

Table 50. Average monthly cash income per capita in the Northwestern Federal District in June 2008, rub. 88

Table 51. Commissioning of residential buildings in the Northwestern Federal District, 2006-2008. 89

Table 52. Volume of loans provided to individuals for the purchase of housing by regions of the Northwestern Federal District, as of July 1, 2008, rubles. 89

Table 53. Number of chain stores in the Northwestern Federal District, 2009 90

Table 54. Federal trading networks of the Northwestern Federal District, 2008 91

Table 55. Regional retail chains of the Northwestern Federal District - universal, 2008 94

Table 56. Regional retail chains of the Northwestern Federal District - specialized, 2008 96

Table 57. Specialized shopping centers in the Northwestern Federal District, 2009 97

Table 58. Population of St. Petersburg 98

Table 59. Population of the Leningrad region 98

Table 60. Retail trade in St. Petersburg and the Leningrad region, 2003-2007 98

Table 61. Largest retail chains in St. Petersburg, 2008 102

Table 62. General data for the PrFD, 2007 104

Table 64. Average monthly cash income per capita in the PrFD in June 2008, rub. 105

Table 65. Commissioning of residential buildings in the PrFD, 2006-2008. 106

Table 66. Volume of loans provided to individuals for the purchase of housing by regions of the PrFD, as of July 1, 2008, rubles. 107

Table 67. Number of chain stores in the PrFD, 2009 108

Table 68. Federal trading networks of the PrFO, 2008 109

Table 69. Regional retail chains of the PrFO - universal, 2008 116

Table 70. Regional retail chains of the PrFO - specialized, 2008 120

Table 71. Specialized shopping centers* PrFO, 2008 124

Table 72. Population of the Republic of Tatarstan 125

Table 73. Retail trade in the Republic of Tatarstan, 2003-2007. 126

Table 74. Retail networks of the Republic of Tatarstan 128

Table 75. The largest shopping centers in Tatarstan 130

Table 76. Population of the Republic of Bashkortostan 130

Table 77. Retail trade in the Republic of Bashkortostan, 2003-2007 130

Table 78. Retail networks of the Republic of Bashkortostan 132

Table 79. Population of the Nizhny Novgorod region 134

Table 80. Retail trade in the Nizhny Novgorod region, 2003-2007. 134

Table 81. Retail networks of the Nizhny Novgorod region, 2008 136

Table 82. Population of the Samara region 138

Table 83. Retail trade in the Samara region, 2003-2007. 138

Table 84. Largest retail chains in the Samara region, 2008 140

Table 85. Largest shopping centers in the Samara region, 2008 142

Table 86. Population of the Perm Territory 142

Table 87. Retail trade in the Perm region, 2003-2007* 143

Table 88. Largest retail chains in the Perm region, 2008 144

Table 89. General data for the Urals Federal District, 2007 146

Table 91. Average monthly cash income per capita in the Ural Federal District in June 2008, rub. 147

Table 92. Commissioning of residential buildings in the Urals Federal District, 2006-2008. 148

Table 93. The volume of loans provided to individuals for the purchase of housing by region of the Ural Federal District, as of July 1, 2008, rubles. 148

Table 94. Number of chain stores in the Urals Federal District, beginning of 2009 149

Table 95. Federal trading networks of the Urals Federal District, 2008 150

Table 96. Regional retail chains of the Urals Federal District - universal, 2008 153

Table 97. Specialized shopping centers* in the Urals Federal District, 2008 155

Table 98. Population of the Sverdlovsk region 157

Table 99. Retail trade in the Sverdlovsk region, 2003-2007. 157

Table 100. Retail networks of the Sverdlovsk region, 2008 160

Table 101. Shopping centers Ekaterinburg, 2008 161

Table 102. Population of the Tyumen region 162

Table 103. Retail trade in the Tyumen region, 2003-2007 162

Table 104. Retail networks of the Tyumen region, 2008 164

Table 105. Population of the Chelyabinsk region 165

Table 106. Retail trade in the Chelyabinsk region, 2003-2008E 166

Table 107. Retail networks of the Chelyabinsk region, 2008 168

Table 108. General data for the Siberian Federal District, 2007 169

Table 110. Average monthly cash income per capita in the Siberian Federal District in June 2008, rub. 170

Table 111. Commissioning of residential buildings in the Siberian Federal District, 2006-2008. 171

Table 112. Volume of loans provided to individuals for the purchase of housing by regions of the Siberian Federal District, as of July 1, 2008, rubles. 172

Table 113. Number of chain stores in the Siberian Federal District, 2009 173

Table 114. Federal trading networks of the Siberian Federal District, 2008 174

Table 115. Regional retail chains of the Siberian Federal District, numbering 10 or more stores, 2009 178

Table 116. Regional retail chains of the Siberian Federal District - universal, 2008 178

Table 117. Regional retail chains of the Siberian Federal District - specialized, 2008 183

Table 118. Specialized shopping centers* Siberian Federal District, 2008 185

Table 119. Population of the Krasnoyarsk Territory 187

Table 120. Retail trade in the Krasnoyarsk Territory, 2003-2007. 187

Table 121. Retail networks of the Krasnoyarsk Territory, 2008 190

Table 122. Population of the Novosibirsk region 191

Table 123. Retail trade in the Novosibirsk region, 2003-2007 191

Table 124. Retail networks of the Novosibirsk region, 2008 194

Table 125. Population of the Kemerovo region 196

Table 126. Retail trade in the Kemerovo region, 2003-2007. 196

Table 127. Retail networks of the Kemerovo region, 2008 199

Table 128. General data for the Southern Federal District, 2007 200

Table 130. Average monthly cash income per capita in the Southern Federal District in June 2008, rub. 201

Table 131. Commissioning of residential buildings in the Southern Federal District, 2006-2008. 202

Table 132. The volume of loans provided to individuals for the purchase of housing by regions of the Southern Federal District, as of July 1, 2008, rubles. 203

Table 133. Number of chain stores in the Southern Federal District, 2009 203

Table 134. Federal trading networks of the Southern Federal District, 2008 205

Table 135. Regional universal retail chains of the Southern Federal District, 2008 209

Table 136. Regional retail chains of the Southern Federal District - specialized, 2008 211

Table 137. Specialized shopping centers* in the Southern Federal District, 2008 213

Table 138. Population of the Krasnodar Territory 214

Table 139. Retail trade in the Krasnodar region, 2003-2007. 215

Table 140. Retail networks of the Krasnodar region, 2008 217

Table 141. Population of the Rostov region 219

Table 142. Retail trade in the Rostov region, 2003-2007 219

Table 143. Retail networks of the Rostov region, 2008 222

Table 144. Population of the Volgograd region 223

Table 145. Retail trade in the Volgograd region, 2003-2007E 223

Table 146. Retail networks of the Volgograd region, 2008 225

Table 147. General data for the Far Eastern Federal District, 2007 226

Table 149. Average monthly cash income per capita in the Far Eastern Federal District in June 2008, rub. 227

Table 150. Commissioning of residential buildings in the Far Eastern Federal District, 2005-2007. 228

Table 151. Volume of loans provided to individuals for the purchase of housing by region of the Far Eastern Federal District, as of July 1, 2008, rubles. 229

Table 152. Federal specialized trading networks of the Far Eastern Federal District, 2008 229

Table 153. Regional retail chains in the Far Eastern Federal District - universal, 2008 230

Table 154. Regional retail chains in the Siberian Federal District - specialized, 2008 231

Table 155. Shopping centers in the Far Eastern Federal District, 2009 233

Table 156. Population of Primorsky Territory 233

In Europe market DIY (do it yourself - “do it yourself”) almost completely divided between retail chains. According to experts, the Russian market for household goods is growing by 15-20% per year and now amounts to about $7 billion. Despite the fact that today the main alternative to hypermarkets is construction markets, which account for 85% of the DIY goods market, as serious competitors networks do not consider them. Experts have no doubt that the share of unorganized retail will decline; the only question is who its audience will go to.

In 2007, the volume of the retail trade market for household goods and repairs amounted to more than $14 billion in Russia and $3.5 billion in Moscow.

The situation on the Russian retail market for repair and construction goods is confidently developing in favor of chain retail.

Both international and domestic networks are expanding their coverage area. At the same time, the largest number of sales is still observed in the construction markets, which now account for approximately 80-90% of the volumes of all construction retail. Accordingly, the turnover of all other (civilized) formats - single stores, chain stores and hypermarkets - is only 10-20%.
A study conducted by the ABARUS Market Research agency identified 13 federal-scale networks (4 of which are international players) and 32 largest regional-scale networks. So far, the leaders in the number of stores opened in Russia are the following domestic chains: Starik Hottabych, Superstroy, Domotsentr and Chudodom (each chain had more than 20 stores at the beginning of 2008). However, Western players are pushing out Russian ones with more impressive scale and turnover.

According to forecasts, the most intense struggle in the future will unfold in the format of DIY hypermarkets, since the majority of foreign retailers operate there. The DIY hypermarket, although currently not the most widespread format in Russia, nevertheless has the best market prospects. It is this type of trade that companies that occupy leading positions in the domestic market are inclined towards.

It is obvious that small independent retail players are not able to compete with chains either in prices or breadth of assortment, but they have at least two competitive advantages. The first advantage is precisely the size (the ability to compactly “wedge” into an area that is not capable of producing large revolutions). And the second could be a special product line and its own approach to the buyer.
In 2008, about thirty specialized stores belonging to federal chains closed in Russia, at the same time, federal specialized chains opened 60 new retail outlets. Universal chains, due to the fact that they operate in larger formats, are less maneuverable - the reduction affected them to a lesser extent; since 2007, only one general store, belonging to a federal chain, has closed.

By 2009, there were more than 3,200 chain stores operating in the country. According to a study by the RBC Consulting Department “Russian retail chains selling building materials and household goods (DIY)”, among federal districts the Central Federal District leads in the number of chain retail outlets (more than 800 stores with a universal and special assortment, more than half of which are located in Moscow and Moscow region).

In terms of the indicator “number of stores per 100,000 residents,” the Northwestern Federal District is in first place, with 3.4 stores per 100,000 people. chain stores. The Southern Federal District is in last place: it has 1.1 stores per 100,000 residents.

Approximate positions for foreign residential care networks (info is changing).
1.OBI
2. Leroy Merlin
3. Castorama
4. K-Rauta
In 2010, the German operator OBI opened three stores - in Yekaterinburg, Krasnodar and Moscow. At the same time, the store in Yekaterinburg became the second store of the chain in this city, and the store in Moscow became an example new concept OBI - the area of ​​this store is significantly smaller compared to existing OBI stores (more than 10 thousand m2) and is only 4.5 thousand m2. As of the end of 2010, OBI operates 17 stores in Russia

Marketing and trade economics

Shop building. Construction of shopping centers, expansion of networks

Retail market construction and finishing materials, goods for home and garden at the beginning of 2017 showed a record decline. According to a new study by INFOLine “Russian DIY Market. Results of 2016. Trends for 2017. Forecast until 2019” the reduction was 6%.

STM

Omnichannel

Source: data from INFOLine news agency

QuantitySKUDIYat the beginning of 2017

Source: company data

According to INFOLine analysts, retailers developing their own brands, have more flexible options for managing their own margins and price positioning. They are less dependent on imports and can themselves determine production and delivery cycles, pricing and a set of marketing tools for promoting private labels.

Thus, in 2017, the main trends that have developed in the Russian DIY market relate primarily to changes in the strategies of retail chains towards the most effective building of relationships with consumers. For further successful development, retail chains have to take into account not only the current economic situation, but also meet the requirements of the modern consumer in choosing a way to make purchases.

The material was prepared according to the INFOLine study “DIY Market in Russia. Results of 2016. Trends for 2017. Forecast until 2019"

Main trends in the development of the Russian DIY market in 2017

The largest operators of the DIY market noted that due to a decrease in real income, Russian consumers have become more sensitive to prices: they more often compare the cost of goods in online and offline stores, and make home renovations in parts.

As a result, consumer demand has shifted from the middle and high price segments towards inexpensive branded goods and private labels, which led to a revision of the assortment and pricing policy of a number of retail chains. This, in turn, creates new trends in the Russian DIY market and strengthens existing ones.

Omnichannel

The Russian DIY market is developing under the influence of factors and trends characteristic of the economy as a whole and modern retail formats, as well as under the influence of industry, specific features. In 2017, the trend of retail chains building a business model that implies the effective integration of online and offline channels of interaction with customers continued.

According to INFOLine research, online sales in the DIY & Household and furniture segments in rubles grew by more than 27% and approached 108 billion rubles.

According to INFOLine, at the beginning of 2017, more than 200 universal DIY networks in Russia were developing an online sales channel.

Dynamics of online sales in the DIY segment (Hard and Soft DIY, Household, Garden, furniture) (retail and small wholesale) in Russia in 2009-2016.

Source: data from INFOLine news agency

The largest DIY retailers developed online sales most dynamically in 2016 and continue to do so in 2017. The position of the leader in the online trading market among universal and specialized DIY retail chains was strengthened by the retail chain STD Petrovich - at the end of last year, the retailer has already increased online sales by more than 34%.

The leader of the INFOLine DIY rating site ssia TOP retail chain Leroy Merlin over the past year has expanded its online catalog to 38 thousand SKUs, which fully covers the assortment of hypermarkets, while online ordering is available for more than 85% of the goods offered in the catalog.

Some of the largest DIY chains marked the opening of their own online stores in 2016. One of these networks was K-rauta, which immediately led to an increase in traffic to the store’s website several times. Also, on December 1, 2016, a full-fledged online store of one of the leaders in the Household segment of the Domovoy retail chain was launched.

Rotation of the assortment and replacement with Russian-made goods

As INFOLine data show, annual rotation of assortment at the largest DIY retail chains ranges from 20 to 30%, and in 2017 this trend continued. Many Russian retailers cannot compete with international players and are forced to replace part of their assortment with household goods.

As part of the preparation of the study, INFOLine specialists analyzed the assortment matrix of 50 largest networks DIY. This analysis showed that almost half of the players expanded their assortment to include goods for the home and garden. Retail chains such as Domovoy and Tvoy Dom are gradually introducing a DIY range, increasing the number of Household items.

The recent devaluation of the ruble has created another important trend in the Russian DIY market - retail chains have moved to increase the share of Russian-made goods in their assortment.

Thus, by 2017, the assortment of the K-Rauta retail chain already consisted of 45% Russian goods. And the Leroy Merlin chain already has more than 50% of Russian-made goods, and by 2021 the company plans to increase this figure to 80%.

As INFOLine experts note, this desire for import substitution will allow DIY retailers to optimize their pricing policy and reduce dependence on currency fluctuations.

New pricing strategies for DIY retail chains

Against the backdrop of a decline in the purchasing power of Russians, one of the decisive factors when choosing a number of categories of goods was their price. Thanks to assortment rotation, DIY retail chains in 2017 continue to increase the share of low-price segment goods, developing loyalty programs and significantly increasing promotional activity and conducting aggressive sales. In addition, since last year, the largest DIY retailers have increased price competition, which is supported by active advertising campaigns.

As INFOLine experts note, this behavior of market players is largely due to the fact that in 2016-2017 there was a decrease in demand for goods in the middle price segment.

Retail chains are continuously searching for suppliers in the regions where they operate to optimize logistics costs and maintain low prices without loss of quality. At the same time, DIY retailers continue to actively develop their own brands. As these studies show, private label allows retailers to increase the margins of certain product categories and reduces risks from external manufacturers.

The leader in the development of private labels is the Leroy Merlin retail chain, which has 16 own brands in its Russian assortment, under which more than 5 thousand SKUs are produced.

QuantitySKUand the share of private label in the revenue of some of the largest networksDIYat the beginning of 2017

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