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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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