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MARKET SEGMENTATION

Category segmentation Textiles & soft furnishings is the largest segment of the homewares market in China, accounting for 61.3% of the

market's total value.

The Home hardware segment accounts for a further 23.1% of the market.

Table 1: China homewares market category segmentation: $ billion, 2012(e)

Category 2012 %

textiles & soft furnishings 19.1 61.3%

home hardware 7.2 23.1%

window dressings 3.4 10.8%

lighting 1.5 4.8%

Total 31.2 100%

SOURCE: MARKETLINE M A R K E T L I N E

Figure 1: China homewares market category segmentation: % share, by value, 2012(e)

SOURCE: MARKETLINE M A R K E T L I N E

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Geography segmentation China accounts for 39.9% of the Asia-Pacific homewares market value.

Japan accounts for a further 30.8% of the Asia-Pacific market.

Table 2: China homewares market geography segmentation: $ billion, 2012(e)

Geography 2012 %

China 31.1 39.9

Japan 24.1 30.8

South Korea 7.2 9.3

India 5.8 7.5

Rest of Asia-Pacific 9.7 12.5

Total 77.9 100%

SOURCE: MARKETLINE M A R K E T L I N E

Figure 2: China homewares market geography segmentation: % share, by value, 2012(e)

SOURCE: MARKETLINE M A R K E T L I N E

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Market distribution Home Furniture and Homewares Retailers form the leading distribution channel in the Chinese homewares market,

accounting for a 56.8% share of the total market's value.

Department Stores accounts for a further 9.9% of the market.

Table 3: China homewares market distribution: % share, by value, 2012(e)

Channel % Share

Home Furniture and Homewares Retailers 56.8%

Department Stores 9.9%

Hypermarket, Supermarket, and Discounters 9.4%

Discount, Variety & General Retailers 4.1%

Other 19.9%

Total 100%

SOURCE: MARKETLINE M A R K E T L I N E

Figure 3: China homewares market distribution: % share, by value, 2012(e)

SOURCE: MARKETLINE M A R K E T L I N E

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