The name of the DIY format (or D.I.Y.) is an abbreviation of the famous English expression Do It Yourself, that is, “Do it yourself.” This format appeared in the economies of Western countries back in the 50-60s of the last century.

Initially, the Do-It-Yourself category included all those activities that a person did on his own, most often at home. For example, making your own furniture, various interior design elements, and so on.

Today, DIY chains most often mean construction hypermarkets that offer a wide range of goods - from dry mixes, concrete and plywood to plumbing fixtures, lamps and various items for home improvement and decoration, that is, everything that will help a person independently or with the help of professionals to implement apartment renovation and furnishing your home.

Story

The ancestors of DIY construction supermarkets can be called small hardware stores, where residents of nearby neighborhoods bought nails, metal utensils, kitchen utensils and other craftsmen's products. You could find such shops, where the artisan himself was often the only seller, in Europe, the USA and the Russian Empire.

The first construction supermarkets appeared in the United States, Great Britain and other European countries in the 1950s. In general, the construction boom began in European countries immediately after World War II, when the demand for materials and furnishings was higher than ever. For a long time, there were no large retail stores that could fully satisfy customer demand, and DIY stores became real pioneers in this area.

In the Soviet Union, the “Do it yourself” format was more popular than anywhere else, since the lack of a choice of goods in stores that could satisfy demand forced citizens to independently resolve issues with arranging an apartment or house. The popularity of the format was also facilitated by the wide distribution of such circles and magazines as “Young Technician” and so on. But the construction stores themselves, which can be classified as DIY, appeared in Russia already in the 90s.

And although this format for Russia and other CIS countries is a fairly new phenomenon and began to actively develop only a little over ten years ago, today the DIY network is already represented in our country by numerous large hypermarket chains, in which every buyer can choose everything they need for repairs and furnishings. Houses.

Western companies became pioneers in the Russian market of construction stores and began to actively conquer the new market. The most widespread, large networks include: OBI, Leroy Merlin, K-Rauta, Castorama and Home Center.

Russian hypermarket chains are, first of all, Vimos, Metrika, SuperStroy, Domotsentr, Stroilandiya, Domovoy, Maxidom and others. It is worth noting that almost every Russian region has its own construction retail chains.

Goods

As mentioned above, the DIY format includes a very wide range of goods and products, in particular:

• 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, etc.;
• plumbing - bathtubs, sinks, showers, taps, mixers and the like.

And this is not a complete list of DIY products; in general, Do-It-Yourself products also include such a category as gardening and vegetable garden products, for example, flower pots, tools for working on the site, even fertilizers and seeds.

Features of the DIY format in Russia

It is worth noting that construction hypermarkets in Western countries are really aimed at ensuring that the buyer can complete the repairs independently with the help of purchased products. The services of specialists in Europe are quite expensive, so in most hypermarkets, directly on the screens installed in the trading floors, visitors are given detailed instructions on how to replace the faucet themselves, put up wallpaper or arrange an open veranda.

In Russia, the format of construction supermarkets could be called Do it for me, that is, “Do it for me,” since large projects, such as major home renovations or bathroom renovation, are increasingly trusted to professionals, and the home owners themselves only choose materials or interior items.

In addition, experts note that if previously men remained the main category of buyers of construction stores, now women are increasingly choosing products in the “Do it yourself” category. Perhaps this is due to the further expansion of the assortment, which may include dishes, curtains, curtains, vases and other little things that become interior details.

Convenient for buyers and beneficial for owners, the time-tested DIY format is currently becoming increasingly widespread in all regions of Russia, and new supermarkets of already well-known chains are opened every year.

In recent 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” on the sales floor and direct access to the product, which allows them to attract more customers to their 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 to form their own consumption culture, retail chains are trying 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 working hours are introduced, cutting and cutting of various materials are carried out, and professional consultants are provided. 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.

At the beginning of 2016, the volume of DIY retail (construction and finishing materials) amounted to 1.46 trillion rubles. This is almost 5% less than at the beginning of 2015, when sales of household goods and repairs reached RUB 1.54 trillion. The record decline in the market for construction and finishing materials and household goods in recent years was no exception for the entire retail sector and especially for the non-food segment. But even in these conditions, the market for household goods and repairs does not feel so bad compared to other segments - if in general, non-food retail “sank” by 10% at the end of 2015, then DIY saw a decline of only 5%, notes the report. research by the information and analytical agency INFOLine

Who fell the hardest?

According to INFOLine, the last time a decline in sales in the DIY market was recorded was in 2009. Then its volume decreased by 12.52%, to 727 billion rubles. However, since then, the turnover of household goods and repairs has grown steadily, providing DIY with the fastest recovery after the crisis compared to other retail segments, comments Ivan Fedyakov, CEO of the information and analytical agency INFOLine. Thus, in 2010, the market increased by a quarter, but at the end of 2014, growth slowed to 9%, and by the end of 2015, DIY & Household retail turnover again went into negative territory (the drop reached 5%).

Dynamics of DIY&Household retail trade turnover in the Russian Federation in 2005-2015. and forecast until 2017

Source: data from INFOLine news agency

At the end of 2015, the Hard DIY market (materials for construction and rough finishing) turned out to be the most vulnerable to the crisis; the drop in sales in this segment reached 16.7% at the end of 2015. Soft DIY (finishing materials) felt significantly better last year - compared to 2014, the drop in sales on the market in 2015 was only 0.3%.

In 2015, 83.8 million square meters were commissioned in Russia. m of living space, and in the first half of 2016 31.5 million sq. m. The phenomenon is accompanied by high growth rates of mortgage lending. At the end of 2015, 707 thousand apartments in Russia were purchased with a mortgage. All this suggests that in 2015-2016. people who purchased housing continue to make repairs in their apartments, which, of course, is reflected in the relatively stable situation in the finishing materials market.

DIY in crisis: expansion of leaders

According to calculations by specialists from the information and analytical agency INFOLine, in 2016, despite the crisis, large retail chains operating in the DIY segment practically did not slow down the pace of construction and commissioning of new hypermarkets and continued to increase the retail space of their facilities. Last year, 27 new hypermarkets were opened in Russia, and the total increase in retail space was about 225 thousand square meters. m. In the first half of 2016, 14 hypermarkets were opened, and 6 were closed.

In 2016, Leroy Merlin, as part of the implementation of ambitious plans to triple the number of hypermarkets over 5 years, opened 5 hypermarkets in Kazan, Kemerovo, Novokuznetsk, Yaroslavl and Moscow in the first half of the year, and at the beginning of the second half of the year the 48th hypermarket of the network opened in St. Petersburg . By the end of 2016, the retailer plans to open another 9-11 hypermarkets. In the first half of 2016, OBI opened 2 hypermarkets in Moscow and Tula.

But it should be noted that not all international retailers are increasing the number of facilities in Russia: for example, Castorama closed one unprofitable hypermarket in Moscow in the Capitol shopping center, with an area of ​​more than 6 thousand square meters. m.

Dynamics of the number of open and closed DIY hypermarkets in Russia in 2011-I half. 2016, units

Source:IA calculations INFOLine

Among Russian retailers, competition to the Big Three is currently provided only by STD Petrovich, according to INFOLine research data

“The company is the undisputed leader in the B2B segment and the most effective multi-channel retailer, demonstrating phenomenally high growth rates in online sales and the online share of revenue,” says Ivan Fedyakov, emphasizing that if the network maintains and increases its indicators, it will be able to enter the top three TOP DIY retailers in Russia.

According to INFOLine research, large regional players also continue to increase their retail space. Significant discoveries at the beginning of 2016 include the opening of two “MEGASTROY” hypermarkets of the “Agava” company, with a total retail area of ​​20.5 thousand square meters. m (in the Republic of Bashkortostan and the Ulyanovsk region). Also, two hypermarkets were launched by Maxidom, Dobrostroy (Elko Group of Companies) and Meter (Desyatka Group of Companies), and one each by Baucenter and OBI.

TOP 10 largest DIY operators

At the beginning of 2016, the key players in the Russian DIY market, included in the top ten of the INFOLine DIY Retail Russia TOP rating, despite the crisis in the industry, managed to maintain their positions. At the same time, the leader among Russian chains - STD Petrovich - due to entering the market of Moscow and the Moscow region, expanding the range and increasing the share of online sales, maintained high growth rates, approaching the achievement of an ambitious goal - to enter the TOP within the next few years. 3 largest DIY operators.

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.

As part of the research work, the structure of DIY retail chains existing in Russia is analyzed and the most significant formats of chain 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 the types of retail outlets, it should be noted that in universal retail chains the buyer is given a wide range of DIY goods to choose from, 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.

The profiles of retail chains of DIY goods given in the study include a general description of the 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 executives, 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 media materials (both print and electronic) were used.

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 rates of residential building commissioning and production of certain types of building materials, 2004-2008, % 10

Rice. 2. DIY retail market volume, $ 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 of 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 the commissioning of residential buildings in the Nizhny Novgorod region in 2000-2008, million square meters. 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 the Chelyabinsk region in 2000-2008, million square meters. 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 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 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 assortment 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 11. Trade brands of the Kingfisher Group, 2008 32

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

Table 13. Largest federal DIY retail operators 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. Trading area of ​​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 to 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 of 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 of 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

The Russian market of DIY goods (that is, goods for self-repair, as well as making things and improving them). They analyzed key industry indicators, conducted a nationwide survey among the leading 675 specialized DIY retailers and a sociological survey of Russian buyers of repair goods. The study provides expert assessments of the state of the Russian DIY goods market and analyzes trends for 2016-2017.

Rusbase provides selected excerpts from the study.

Other RBC Market Research reports: .

DIY market research from RBC: what is important for a retailer to know

For the DIY market (unlike many other sectors), the crisis became not only the cause of the decline, but also a motivation for global changes and optimization of business processes. The chains revised their assortment, added products that met the changing price demands of customers, took measures to contain prices and began to actively develop the franchise.

External support

2015 was not as difficult for DIY retailers as it was for most sectors. In real terms, sales of construction materials and household goods fell by only 1.6% and amounted to RUB 1,534 billion. 2016 became a much bigger challenge - according to RBC analysts, in the past year the market lost 7.6%.

The industry was supported by the housing construction market, which (despite the crisis) broke the 2014 record. The volume of residential buildings commissioned at the end of last year reached 85.3 million square meters. m. (1.3% higher than in 2014). However, the fall in household incomes also had an impact here: according to data from the Ministry of Construction and Housing and Communal Services of the Russian Federation, in 2015 the volume of commissioned economy-class housing increased by 20.8%.

Despite this, the fall in consumer demand still affected the financial performance of DIY retailers. In 2015, the growth in sales of the leading players in the market of construction and finishing materials and household goods decreased by almost half: if in 2014 revenue increased by an average of 19.4%, then in 2015 the increase in turnover for most chains did not exceed 10%.

But 2016 turned out to be difficult even for federal and international DIY retailers. According to analysts from RBC Market Research, sales of building materials and household goods will decrease by 7.6% and amount to 1.418 trillion rubles. The reason for the decline is the crisis in the housing lending market. According to the Bank of Russia, in 2015, 710.6 thousand housing loans were issued to the population - instead of 1,059.4 thousand in the previous year. The housing lending market shrank by a third (32.9%), having exhausted its potential as a market driver in 2016-2017.

From branded to cheap

Against the backdrop of a rising dollar and a forced increase in prices for imported goods, buyers left the expensive segment en masse for the cheaper one. The brand ceased to be of paramount importance, and this was reflected in the growth of sales of private label products. Buyers are inclined to choose budget models, and therefore players and brands operating in the mid-price segment are suffering the most.

In 2014-2015, the chains “Old Man Hottabych”, “Armada”, “Intexo”, “Azbuka Remonta” / “Eurointerior” closed. These trends continued in 2016. Metrica chain stores have been systematically closing for a year and a half now. In August 2016, it became known about the massive sale of the Domo-Tsentr Group of hypermarkets Praktik, Stroykin, Forma Foreman and Carpet Dvor.

In addition, DIY hypermarkets Leroy Merlin, Castorama and OBI are entering the regional market, and not all of them can compete with them. The departure of weak players creates opportunities for the growth of international companies, many of which continue to actively develop their own retail in Russia. Thus, in a year and a half, Leroy Merlin opened more than 20 hypermarkets in different cities of Russia.

Competition for online

Recently, competition in the online DIY market has intensified: many major players have come online (OBI, Leroy Merlin, Petrovich), and players from other segments have continued to actively develop the DIY direction (Ozon, Eldorado, Yulmart "). Over the last two crisis years, the volume of the Russian online trade market for DIY goods has grown from 56 to 86.6 billion rubles.

Nevertheless, many experts agree that the Internet in the DIY sector is primarily a channel for communications, not sales. This is confirmed by the results of a survey conducted by RBC Market Research analysts. Thus, 26.7% of respondents are afraid of receiving the wrong color, shade and texture of DIY goods when purchasing on the Internet, 24% have doubts about the quality of the product, and 19% are afraid of additional difficulties with the possible return of the purchase to the seller.

At the same time, a third of Russians value saving time and access to a wider range than offline. 29% of respondents are confident that they can save money when purchasing from online stores.

The winning combination is preserving the benefits of offline trading online. For the DIY sector, the service component is important: for example, products must be accompanied not only by technical characteristics, but also by instructions on how to work with this product and what can be done from it. An additional advantage is given to those companies that know how to deliver Hard DIY products.