Both the area of these stores and the commodity matrix have increased. We will talk about what DIY sales are in this article.
What is 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. Now the DIY segment refers to hardware stores that sell goods for the home and garden. Due to the boom in suburban construction and repairs, the demand for these goods has grown tremendously.
DIY is not just a market segment, initially it is a whole subculture. It is interesting that it developed in the USSR and in the West a little differently. If in the Soviet Union, people strove to create things with their own hands because of the small choice and often low quality of products. Then in the West, DIY is a protest against capitalism and an unwillingness to pay for something that you can do yourself. So the DIY movement promotes the development of individuality and rejects the consumption of the same product.
DIY received a significant development boost with the spread of the Internet. Anyone can watch the training video and make repairs (and not only repairs) at home. In the past, all knowledge was passed down by word of mouth. Literature for a wide range of readers has become available relatively recently. And if you were born in the family of a carpenter, then the chances of becoming a blacksmith on your own 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, they worked in the DIY segment of Russia small shops and markets. There was no question of any convenience for the consumer. At the same time, the active construction of new houses and the development of suburban construction began. Against this background, the first DIY hypermarket stores appeared in Russia. The success of such stores was enormous, within a few years the DIY market grew by double digits. Well-known Western chains quickly pulled up, now there are about 600 chains on the market. The area of modern Russian DIY shops exceeds 10000 sq.m.
DIY network
INFOLine DIY RETAIL RUSSIA TOP is an annual rating of major construction companies in Russia.
OBI
The German OBI was the first in the super promising market in Russia and in the early years led an active regional expansion, which was facilitated by a strategic partnership with Ikea Centers Russia, which simultaneously launched in largest cities network of shopping and entertainment centers MEGA.
Leroy Merlin
The French Leroy Merlin, which is part of Groupe Adeo and operates 400 stores in 12 countries, has entered the Russian market in 2004, and began active development in 2005. Today, the group unites 9 different formats in the DIY segment, and the Leroy Merlin network 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, which is part of the Kingfisher DIY holding, came to Russia only in 2006, which did not prevent it from short term take its market share and a stable third place among all operators operating in the country. It is noteworthy that the company did not start conquering the market from Moscow, opening its first store in Samara.
K-Rauta
Finnish K-Rauta became the fourth foreign player on the Russian DIY market, having opened its first store in St. Petersburg in autumn 2006. Unlike its main competitors, the Kesko-controlled retailer began to develop the market through the purchase of the Stroymaster chain that existed in Russia. However, 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 Group also operates in the Scandinavian and Baltic countries and operates a network of 2,000 stores.
Maksidom
Maksidom is one of oldest companies in the Russian market of hypermarkets for construction and repair. The first retail chain store in St. Petersburg was opened in 1997. Today the company operates a network of 11 full-size hypermarkets with a total area of more than 100,000 sq.m. and is one of the largest players in the DIY market.
Petrovich
Trading house "Petrovich", 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 activity in the Russian building materials market in 1994 with the opening of a 200 sq.m store in Kaliningrad. Today the network unites 9 hypermarkets located in Kaliningrad, Krasnodar, Novorossiysk and Omsk. The total area of Baucenter stores is more than 120,000 sq.m.
DIY goods
DIY stores offer the widest range of products. Among them:
- goods intended for interior decoration and repair work. This includes wallpapers, paints, 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;
- electrical engineering: lighting, light bulbs, cables, transformers and other electrical appliances;
- water systems, including plastic pipes, various valves and so on;
- tools, manual and electric;
- furniture - kitchens, tables, chairs and so on;
- plumbing - bathtubs, sinks, showers, faucets, faucets and the like.
Some features of the Russian DIY segment are interesting. So in our country, such stores are visited more often by women, although in Western countries this is mainly a male 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. In our DIY stores, residents buy goods, and professionals from Central Asia are trusted to do complex repairs.
Market in Europe DIY (do it yourself - "do it yourself") almost completely divided between retail chains. According to experts, the Russian home goods market is growing by 15-20% per year and is now 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 will go to its audience.
In 2007 the market volume retail home and repair goods amounted to more than $14 billion in Russia and $3.5 billion in Moscow.
The situation on the Russian retail market of goods for repair and construction is steadily developing in favor of chain retail.
The coverage area is being expanded by both international and domestic networks. At the same time, the largest number of sales is still observed in the construction markets, which now own approximately 80-90% of the volume of the entire construction retail. Accordingly, the turnover of all other (civilized) formats - single stores, chain stores and hypermarkets - is only 10-20%.
In the course of a study conducted by ABARUS Market Research, 13 federal-scale networks (4 of which are international players) and 32 largest regional-scale networks were identified. So far, in terms of the number of stores opened in Russia, domestic chains are leading: Starik Khottabych, Superstroy, Domocenter and Chudodom (each chain had more than 20 stores at the beginning of 2008). However, Western players are pushing Russian ones with more impressive scale and turnover.
According to forecasts, the sharpest struggle in the future will unfold in the DIY hypermarket format, since most foreign retailers work in it. The DIY hypermarket, although it is on this moment not the most common format in Russia, however, it has the best market prospects. Companies that occupy leading positions in the domestic market tend to this type of trade.
It is obvious that small independent retail players are not able to compete with networks either in prices or in the breadth of assortment, but they have at least two competitive advantage. The first advantage is just the size (the ability to compactly "wedge" into an area that is not capable of producing large revolutions). And the second can be a special assortment line and its own approach to the buyer.
In 2008, about thirty specialized stores belonging to networks of federal scale, at the same time, federal specialized networks opened 60 new 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 universal store belonging to the federal chain has closed.
By 2009, more than 3,200 chain stores operate in the country. According to a study by the RBC Consulting Department “Russian retail chains for the sale of building materials and household goods (DIY), among the federal districts, the Central Federal District is the leader in terms of the number of retail outlets (more than 800 stores with a general and special assortment, more than half of which are located in Moscow and the Moscow region).
In terms of the number of stores per 100,000 inhabitants, the first place is taken by the North-Western Federal District, where there are 3.4 chain stores per 100,000 people. In the last position is the Southern Federal District: there are 1.1 stores per 100,000 inhabitants.
Approximate positions on foreign DIU networks (infa changes).
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 chain store in this city, and the store in Moscow became an example new concept OBI - the area of this store is much smaller compared to existing stores OBI (more than 10 thousand m2) and is only 4.5 thousand m2. As of the end of 2010, OBI operates 17 stores in Russia
For the first time, the unusual abbreviation DIY appeared in everyday speech mainly in Western culture in the late 50s. In translation, the popular English expression "Do It Yourself" literally means "Do it yourself."
The birth of a new subculture
Initially, the term DIY meant individual human activity aimed at creating practical pieces of furniture, original design interior or repair of various household appliances. Over time, the movement began to gain wide popularity among young people, and in 1980 it grew into a full-fledged subculture with its own unique style and characteristic slang. At that time, original DIY school supplies were especially in demand, which made it possible to emphasize one's own individuality.
Due to the rapid increase in the number of DIY adherents, the area of use of this term began to expand, and the expression itself quietly “migrated” to other countries.
In the musical society, a whole direction appeared under the original name "Self-Taught Culture" - the movement became especially popular in the field of alternative music and punk rock. Novice tailors got excited about creating stylish clothing styles, in the gaming industry, programmers seriously thought about releasing unique gaming applications, and hairdressers surprised others with unusual hairstyles.
For the first time, various DIY items for the room began to appear, with the help of which it was possible to change the familiar interior beyond recognition.
The DIY subculture and the field of art did not bypass. Amateur video clips and short films began to be shot everywhere, and in a large area Soviet Union samizdat became widespread, in which dissident writers published their literary works. Nowadays, the DIY format can be found in almost all areas, from home improvement to the IT sector. Teenagers are increasingly choosing to make eye-catching DIY jewelry that is in high demand.
Russification process
For the first time, it became possible to purchase DIY products in small shops or in the market. These were unusual products in the style of "DIY ART" and other innovative household items. Gradually, people's interest in this subculture began to grow, which was the impetus for the emergence of the first specialized stores. At the same time, their shelves were always full of exclusive products, among which the following were considered especially popular:
- kitchen utensils and utensils;
- textile products for home;
- universal radio and electrical appliances;
- Construction Materials;
- handmade wood products.
By the way, the preparation of original culinary dishes was also directly related to the DIY subculture.
In the USSR, the new format also gained rapid distribution - this was largely due to the lack of an assortment of goods in Soviet-style stores. Along with the emergence of a large number of popular DIY stores, full-fledged circles for lovers of making unusual things began to be created. One of these is the circle Skillful hands”, where children and teenagers with various engineering inclinations gathered. In addition, a full-scale Information support- specialized publications "Young Technician" and "Technology of Youth" were printed. With the beginning of the 90s, the first supermarkets began to appear and retail chains, where it was possible to purchase DIY goods for the school and other consumer accessories.
Features of the DIY format in Russia
In European countries, DIY hypermarkets primarily sold products with the help of which buyers could independently complete repairs in an apartment or do something with their own hands, following detailed instructions.
In Russia, the situation is slightly different. The worldwide popular DIY format, based on an objective assessment of Russian realities, could be called “Do it for me”. This is due to the fact that most projects related to home improvement are mostly trusted by professionals who fulfill all the wishes of customers. The apartment owners or country cottage only choose related Decoration Materials and interior items.
However, today there is a stable trend, similar to Western countries - the popular "home" DIY format is beginning to gain wide popularity in all regions and regions of Russia. city dwellers and countryside more and more prefer to make practical things with their own hands than to spend money on buying expensive goods. According to statistics, the increased attention of modern buyers is attracted not only by goods or technologies for home repair and improvement, but also by DIY gifts, the demand for which is growing on the eve of big holidays.
DIY - Do it yourself - not just homemade products in the broadest sense of the term. This is almost a philosophy, the main components of which are self-education - the acquisition or improvement of skills, "sleight of hand", pleasure from the process and great satisfaction with the result.
It is not surprising that DIY is practiced without exaggeration in most areas of our lives - music, literature, cinema, cooking, construction, design - the list goes on for a very long time. The main thing is an inspiring process and a result, with a competent approach, which will help not only save a lot, but even become a matter of a lifetime.
So what is DIY? The abbreviation from the English "Do it yourself" - "do it yourself" absolutely accurately and transparently reflects the essence of this concept. This is home-made, needlework in the broadest sense, and people have been doing it since the dawn of their development. However, as a separate trend and even more so - as a social phenomenon, a whole subculture, DIY began to develop in parallel with the development of industrial production.
In other words, since the time when the independent production of household items and other consumer goods has ceased to be a necessity and has become more of a hobby that allows you to update or reconstruct old things or create new ones with your own hands.
The beginning of this period fell on the post-war 50s of the last century - when the industry "turned around" to everyday life, and people began to build their way of life in a new way, in the conditions of peaceful life. In Russia, the do-it-yourself tradition was stronger than anywhere else - in the difficult decades after the revolution and the civil war, the ability to provide yourself with the necessary everyday items - be it clothes or furniture, was a very valuable skill, and having a home sewing machine was a treasure.
However, handmade products always carried a certain history - grandmother's sweater, grandfather's table, father's chairs, mother's dress - and were an independent value in the eyes of their owners, not only in purely functional terms. And it is not at all surprising that wood burning, macrame, knitting and other “cutting and sewing circles” were such a popular hobby among Soviet children - the skills of applied craftsmanship were always in favor. True, there were some excesses - when, for example, crocheting was equated with almost bourgeois entertainment along with ficuses and racing with elephants. Nevertheless, there were lace doilies and tablecloths in every house, and in every kitchen there were touching plaques with the inscriptions “Since March 8!”.
Later, in the 70s of the last century, the so-called "samizdat" - various thematic publications, books, sometimes even handwritten ones, began to be attributed to the DIY format; "self-taught music" and original films recorded or filmed by non-professionals. With the development digital technologies and the Internet, this DIY direction received a new impetus for development - various services like Youtube opened up new horizons for creativity.
Now the DIY format around the world is literally experiencing a boom in its popularity, and first of all, we are talking about, so to speak, tangible objects: “craft” products in most cases are not only very decorative and functional. They have become an element of modern mass culture and even acquired the status of fashionable objects that fully reflect the individuality of their authors. And in order for DIY “adepts” to create for their own pleasure, entire retail chains have been deployed all over the world, where you can purchase not only traditional beads, yarn and accessories, but also entire “constructors” for self-construction or home repair.
DIY ideas go to the people: popular DIY bloggers and blogs
The special attraction of the DIY philosophy is that you can do almost any kind of creativity and get great results. Many comprehensive instructions on the Internet and in special magazines allow you to “pump” your skills from scratch and do something special with your own hands. And we must pay tribute to bloggers - the authors of open master classes - they generously share their knowledge and skills with everyone. In fairness, it must be said that the audience generously rewards them with subscriptions, likes and reposts, monetizing their work.
One of the leaders in the Russian segment was the girls - the authors of the channel Troom Troom , which has almost 4.9 million subscribers in Runet. His English "mirror" - room room – boasts over 6.9 million subscribers. The motto is concise and clear: make it easy - do it simply. The authors of the channel offer, and most importantly, show how to implement simple DIY ideas - from pranks to quite serious, albeit small, interior decor elements. A minimum of words, a maximum of actions - the result is quite impressive. Most importantly, funny and bright videos on the channel give a serious impetus to the imagination, and the next work of the home master may well become the author's.
Another vlogger Afinka DIY - the girl has 1.9 million subscribers, works in a similar format. Among the many videos posted on her Youtube channel, there are room decor ideas, including themed ones, as well as DIY gift ideas.
Wonderful ideas for making more complex and voluminous objects, and most importantly, high-quality master classes can be found at Fair of Masters . It is difficult to single out specific authors here: in each section - and there are more than 15 of them - you can find a "sensei" for every taste and skill level. For example, guided by the most detailed photo and video master classes, it is quite possible to make it yourself furniture varying degrees of complexity, not to mention a variety of elements interior decor – from wall panels and vases to electrics.
The photo shows a DIY table using epoxy resin.
A family blog is a special inspiration and desire to do something grandiose with your own hands. REMODELaholic . A married couple literally infects with their love of life and desire to live beautifully - in the best sense of this expression. How to make the house and garden cozy, to get special pleasure from simple and not very dishes - the authors of the blog talk about all this in detail and with excellent taste.
The photo shows a DIY idea for organizing the hallway space.
Video blogger channel Ann Le with almost 1.7 million subscribers, it is replete with interesting DIY solutions not only in home decor, but also in organizing the space around you. The author of the channel has excellent taste, which is demonstrated in the videos.
DIY stores with a rich selection
If before the DIY era, you had to create literally from what was at hand, now entire stores and even retail chains are at the service of modern DIYers. In fact, almost all hardware stores, most of the hardware, book and stationery stores, as well as numerous shops with needlework goods fall under this definition. However, every year the DIY sphere is expanding and, accordingly, creates a demand for a variety of goods for creativity in the broadest sense of the word.
Indeed, in the trade area, there is already officially a DIY segment, which at one time grew out of small hardware and household shops, where everything needed for self-production of household items was sold. Now it's more about construction stores, and such network giants work in it, such as:
- Leroy Merlin
- Castorama
Their assortment is approximately the same, the differences are in the list of manufacturers and, accordingly, pricing policy- from budget to premium class. And almost every region of Russia has its own retail chains that offer DIY goods. And these include literally everything intended for the construction, repair and decoration of premises: drywall, building and finishing materials made of wood, paints and varnishes, fittings, floor coverings, electrical engineering, security systems, tools, plumbing, furniture and much, much more.
Improvement of life
IN THE USSR
For women, magazines (both thematic and educational) published a large number of patterns, knitting methods, and embroidery patterns. Patterns (drawings of clothing items transferred to fabric) sometimes had to be enlarged using a pantograph.
Subculture
see also
Links
- (English)
- Homemade crafts for the home master - Homemade crafts, crafts and useful tips for the home master
Wikimedia Foundation. 2010 .
- Korovushkin, Sergei Alexandrovich
- Mildred Kerr
See what "DIY" is in other dictionaries:
DIY- noun do it yourself; the activity of making or repairing things yourself instead of buying them or paying someone else to do it: The British DIY business has been fiercely competitive with several stores battling for supremacy. … … financial and business terms
DIY- NOUN chiefly Brit. ▪ the activity of decorating and making repairs in the home oneself rather than employing a professional. DERIVATIVES DIY er noun. ORIGIN abbreviation of DO IT YOURSELF(Cf. D) … English terms dictionary
DIY"er- DIY NOUN chiefly Brit. ▪ the activity of decorating and making repairs in the home oneself rather than employing a professional. DERIVATIVES DIY er noun. ORIGIN abbreviation of DO IT YOURSELF(Cf. D) … English terms dictionary