Sample customer questionnaire. Customer surveys: how to do it right

For the most part modern people DIY (do it yourself, "do it yourself") - these are goods for needlework and the actual products of this needlework. But in fact, the DIY market is a huge thriving segment of modern eCommerce. It includes stores selling goods for construction and renovation, gardening, summer cottages, as well as home decor, furniture, tools, plumbing and much more. Andconstruction and repair- the most extensive niche, and we'll talk about it.

Consider this niche as a starting point for a new online store and answer the question: is it worth it? And if so, what should you pay attention to?

50% are goods for construction and repair

The DIY market can even include, for example, the production and sale of craft beer, or the sewing of designer wallets. That's just the share of this type of product will be microscopic. Still, half of the total sales are made by goods for construction and repair - this is about 22 billion rubles according to Data Insight for 2015.

By the way, in Europe, the heyday of DIY stores for the first time fell on the post-war period, in the mid-forties - everyone needed building materials to restore damaged homes. The war enriched not only fuel suppliers and gunsmiths.

So, one of the most sought after products - Construction Materials, plumbing and tools for repair and construction.

The market is getting crowded

DIY has become one of the most fast growing segments, “household goods” even entered the top 5 according to InSales for 2015, showing an increase of 60% (“building materials” is slightly less, 44%).

Growth was mainly due to large networks online. Therefore, you should not think that it will be easy to open a store and replenish the ratings of successful ones. Moreover, it should be taken into account that only about half of all well-known networks have opened their online stores - which means that competition will intensify.

Big players rule the market (but only in big cities)

Leroy Merlin, Castorama, Megastroy and other hypermarkets that everyone is talking about are offline chains that decided it would be nice to go online too.

Competing with them is incredibly difficult, even if you have an investor - these retailers have poured billions into the development and promotion of their online stores.

However, there is such a small but nice feature - big players do not enter cities with a small population. The exception is Leroy Merlin, who began expanding into cities with 200+ thousand inhabitants and is implementing new format their stores.

Otherwise, competition in small cities is much less, and you can try to bite off your part of the market.

Scheme: chose on the Internet, bought in a store

In DIY, the following scheme works: people choose goods and compare prices online, and go to buy in an offline hypermarket.

This behavior can be explained by two factors:

• Buyers want to inspect many goods personally on the spot, to study the texture, material, quality.
• One of the important segments of buyers is professional builders who buy goods and deliver them to the place on their own.

Thus, you will most likely need an offline point. However, the same scheme does not work with all products - the behavior of customers and their preferences to buy on the Internet or in a store differ from category to category.

Differences exist even within the same category, individual goods more willing to buy online, others - in the physical department.

For this reason, DIY stores should pay special attention to the possibilities of multi-channel sales, a seamless shopping experience. CRM costs and should be included in your business plan.

Bad economic situation is not so bad for DIY

This segment ecommerce suffers less in a crisis - which cannot be said about many other industries (the same electronics or clothing). This is due to several factors:

1. People are postponing the purchase of new housing until better times, instead they make repairs.
2. Many do not go on an expensive vacation abroad, they spend it in the country.
3. It becomes more profitable to do it yourself, and not buy it in a store - therefore, various raw materials (fabrics, furniture fittings, etc.) are in demand.

It cannot be said that DIY is flourishing in a crisis - many networks have significantly cut the number of their branches, Metrica turned out in heavy financial position. However, the decrease in the solvency of the population does not hurt DIY so much - for example, "Petrovich" after the crisisdemonstrated sales growth by 20% (the share of online sales also increased from 14 to 23%).

DIY is sensitive to changes in the housing market

Since half of all movements in this segment are sales of goods for construction and renovation, it is not surprising that fluctuations in the residential and commercial real estate market are also rocking DIY sales.

“In connection with the prevailing realities, 53% of Russians surveyed in the third quarter of 2016 consider the current conditions for making large purchases to be unfavorable. At the same time, only 9.2% of Russians hold the opposite opinion.” ( Retailer.ru )

At the same time, the volume of housing put into operation and the volume of mortgage loans issued are declining.

Data: Retailer.ru

All this is expected to lead to problems in the DIY market, sales are falling:

Data: Retailer.ru

Buyers have become very price sensitive

The low solvency of the population, the desire to save on repairs, doing it on their own - these prerequisites are pushing stores towards a policy of discounts and sales.

“Demand has shifted towards goods of medium and low price segments and consumers have become very sensitive to various promotions and sales. In addition, today the buyer is increasingly choosing domestic goods: their prices are more stable” -Maria Evnevich, Maksidom network.

For online, this means: the store must maximize its presence in the information space of the buyer, report profitable offers quickly, with a high percentage of "hit" in the audience.

We remember that in DIY the shopping chain often starts online - therefore, communication tools are the priority tools for online stores in this segment - they help to deliver a message about a discount to the buyer on time:

It is also worth paying attention to the automation of all communications ( trigger emails and web push), this will allow the online store to significantly save the budget.

Every customer is worth their weight in gold

Despite the fact that most buyers will look for cheaper places without giving preference to any particular store, retailers should make every effort to retain a customer.

Loyalty programs for offline and online, And for online - these tools will help not only to "squeeze the maximum" out of each customer, but also to intercept an almost lost client on the way to a competitor's website.

Two groups of buyers

DIY is also interesting because two large groups of buyers shop here, and their behavior is radically different.

1. Professionals.Builders, remodelers - this group of customers is the core of buyers in any DIY store. Goods they are interested in - power tools, building materials (used at all stages of repair, from roughing to finishing). Also, the peculiarity of this group is that they do not have much experience of shopping on the Internet.
2. Households.Residents prefer to buy in the categories "household goods" and "plumbing". This segment of the audience is much younger, they buy online, often from mobile devices.

In the DIY industry, as in any other, it is important to consider the specifics of purchases. You can’t make mistakes and target offers to the “wrong” audience. Therefore, for example, product personalization in an online store should work taking into account .

Conclusion

Experts predict that the DIY segment will “get up off its knees” no earlier than 2019. However, a growing market that is gradually recovering from a crisis is always a good opportunity for start-up stores.

If you are betting on an online service, do not forget about the recommendations that we have given in this article. Use multi-channel marketing, industry-specific (progressive) product personalization and modern instruments informing customers about promotions and other events of interest to them.

In recent years, many companies are increasingly looking for new ways to develop and try to improve the efficiency of their business in harsh market conditions. Relatively popular is the DIY retail format, which gives customers the right to “independent behavior” in trading floor and direct access to the product, which allows you to attract more customers to your store and, in some cases, increase sales.

DIY- is an abbreviation of "Do it Yourself" and translated into Russian means "Do it yourself." Initially to DIY categories included all types of activities that a person was engaged in independently - 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 only in our country. The most common format here are super- and hypermarkets with a wide range of building products - from dry mixes and paints to plumbing and various items and home decorations that allow any buyer to carry out repairs

Marketing agency Paper Planes identified 4 main trends in the DIY retail market that are taking place today. Let's consider them in more detail.

1. Development of private labels (PL)

The economic crisis has 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 responding to this trend by offering cheaper private label products. Private label allows you to increase the margins of some categories of goods and reduces the risks from external manufacturers. But it will be beneficial for those goods for which the price has come to the fore. In other cases, customers still value brands and product quality, such as when choosing paint, tools, or sealants.

2. Personalization of the customer journey

Due to the reduction in the flow of customers, in order to retain them and to form their own consumption culture, retail chains are trying to adapt to each specific customer. They introduce new services and services that are designed both for retail buyers as well as the business segment. For example, ordinary buyers they can help with the move, evaluate the planned project, also hold various promotions and introduce a system of discounts. Master classes, lectures, seminars and exhibitions are organized for women. For B2B clients, they introduce extended working hours, carry out cutting and cutting of various materials, provide professional consultants. Increasingly, retailers are trying to find a formula for each specific Client. Offering new opportunities, more and more networks are opening online stores.

3. Narrowly profiled offer

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

4. Online and offline convergence

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 at a facility. Some networks simply put online terminals in the product lines, where you can place and pay for an order, and you can pick it up when you leave the warehouse or through the delivery system.

In our humble opinion - the view of a company that has lost more than one hundred thousand rubles on the bankruptcy of DIY retailers, survival trends, and for many DIY networks this is precisely a matter of survival, is the convergence of formats - retail expansion 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).

All of the aforementioned modern network is obliged to take over. And in the future, to become an ecosystem like the 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 side of a service, not a product.

The capacity of the retail market of building and finishing materials in Russia in 2015 exceeded 1 trillion rubles (VAT included), and the total capacity of the DIY, Household (household goods) and Garden (garden goods) market exceeded 1.4 trillion rubles, according to experts INFOLine in the annual study "Russian DIY Market". If we take into account sales in the small-scale wholesale channel, then the total market volume exceeds 2 trillion rubles (including VAT). In total, about 1,000 universal and specialized DIY chains operate on the market, and the share of modern retail formats exceeds 75%, and the TOP ‑ The top 10 DIY retailers account for over 23% of the market.

In 2015 wholesale and retail market building and finishing materials of Russia in monetary terms decreased by almost 5%, despite the increase in prices due to the devaluation of the ruble, and sales in the Hard DIY segment (building materials) decreased by 16% due to an investment pause in the construction industry, while the Soft DIY segment ( Decoration Materials) has stagnated. In 2016, amid a decline in real incomes and a change in the structure of consumer spending, the physical volumes of sales of building and finishing materials will continue to decline, and inflationary processes due to the stabilization of the ruble exchange rate at a level of no more than 75 rubles per dollar will slow down significantly.

In 2016, the reorientation of buyers in the middle price segment to cheaper goods will continue, and the key driver for increasing retailers' revenues will be multi-channel sales, assortment expansion and development wholesale sales as a response to the trend towards an increase in the share of finished housing sales. Increasing market competition and increased organic growth and regional expansion by market leader Leroy Merlin are causing Russian retailers to face lower traffic and worsening financial health due to high leverage and a lack of working capital. In the b2b segment, the rate of decline in demand in 2016 will slow down, market consolidation will continue, and active expansion will become a key trend retail chains in the wholesale supply segment against the backdrop of a decrease in competitiveness and deterioration in the financial performance of distribution companies.

Situation in the DIY retail market in Russia

Information and analytical agency INFOLine annually analyzes the operating and financial performance of more than 1,000 universal and specialized DIY retail chains, ranking the 600 largest (300 retail chains in each segment: universal and specialized retail chains).

According to INFOLine, in 2015 the volume of the retail trade in construction, finishing materials, home and garden goods in ruble terms decreased by 5% to 1.46 trillion rubles, which is the lowest value since 2009. However, even in the context of a decrease in consumer income and a change in the structure of expenditures, in which the share of food products, the home improvement and renovation market has demonstrated high level sustainability – for example, a decline in sales non-food items in general, in monetary terms amounted to 10%.

The Hard DIY market (materials for construction and rough finishing) turned out to be the most vulnerable during the crisis period, the drop in sales in this segment reached 16.7% in 2015. The Soft DIY segment (finishing materials) felt much better last year: compared to 2014, the drop in sales on the market was only 0.3%.

Many Russian DIY retailers in 2015 were characterized by a trend of changing the assortment structure, in which the share of building and finishing materials was reduced, where it is difficult for them to compete with international chains (primarily with the aggressive price leader of discount hypermarkets Leroy Merlin), and they were replaced goods for the home. DIY market retailers, mainly developing multi-channel sales, in the face of increasing cost of attracted traffic, are trying to increase the average check, expanding the range through additional product categories, such as goods for the home, garden, baths, fishing and hunting, etc. An analysis of the assortment matrix of the 40 largest DIY chains in Russia with a combined market share of up to 40% showed that 17 of them expanded their assortment by developing the category of goods for home and garden.

Dynamics of income and expenditures of the population

Decrease in retail trade turnover in monetary terms in 2015–2016 due to a reduction in real wages and real incomes of the population, as well as in consumer lending, and took place against the backdrop of a sharp devaluation of the ruble and the intensification of inflationary processes. The pressure on consumers' spending on the purchase of goods was exerted by an increase in the share of funds allocated for servicing and repaying bank loans in the structure of expenditures. This factor, in turn, is due to the growth of interest rates and the inability to refinance debt obligations in the face of tightening banks' requirements for borrowers.

In 2015, the real income of the population decreased by 4%, and the real wage– by 9.5% (these indicators are much worse than during the 2009 crisis). Russian consumers have experienced the worst shock since the 1990s, associated with a massive decline in income and deteriorating confidence in tomorrow. These changes led to a review of product selection criteria in terms of price/quality/brand, as well as retail outlets where purchases are made (in terms of assortment/price/location factor).

Every year, INFOLine IA forms a rating of the largest DIY retail market operators in Russia - INFOLine DIY Retail Russia Top - in terms of operational and financial indicators, in which chains are ranked by net revenue (excluding VAT). At the same time, INFOLine specialists use the following sources: 1) international companies' reporting under IFRS; 2) management reporting companies (through questioning, polling and interviewing market operators, clarification of information from top managers of companies); 3) reporting of companies under RAS (reporting is analyzed for all legal entities that are part of a holding or a group of companies); 4) performance indicators for non-public companies (by monitoring more than 5,000 media outlets and network development indicators).

In 2015, the threshold for entry into the TOP-30 DIY chains amounted to about 2.5 billion rubles excluding VAT and showed a decrease of almost 5% (in 2014 - 2.6 billion rubles) against the backdrop of stagnation and reduced sales of a number of regional DIY retailers due to the faster pace of decline in incomes of the population in the regions compared to Moscow, St. Petersburg and million-plus cities and the opening of Leroy Merlin hypermarkets in the capitals of the constituent entities of the Russian Federation.

Leroy Merlin network on long years secured leadership in the Russian DIY market: its retail sales more than those of OBI, Castorama, Petrovich, SaturnStroyMarket and Maksidom, which occupy the next 5 places in the ranking of the largest DIY Retail Russia Top retailers combined. At the same time, the company is a leader in organic growth (volume of commissioned space) and intends to continue its development in the future: according to the company’s plans, announced in March 2016, the number of hypermarkets in Russia will grow from 46 to 140 in five years, with an average of openings per year up to 20 hypermarkets. In 2016, Leroy Merlin plans to open 15-16 hypermarkets, and the total investment in development will be about 30 billion rubles, which is more than the total investment of the TOP-30 largest DIY retail chains in Russia.

Indicators of the ten largest DIY operators

In 2015, the key players in the DIY market in Russia (the top ten in the INFOLine DIY Retail Russia Top ranking), despite the crisis in the industry, managed to maintain their positions. At the same time, the leader among Russian networks– STD “Petrovich” – due to entering the market of Moscow and the Moscow region, expanding the range and increasing the share of online sales, has maintained high growth rates, approaching the achievement of an ambitious goal – in the coming years to take 2nd place after Leroy Merlin.

One of the key changes in the DIY market last year was the situation around trading network Metrica, which closed more than 60 retail facilities and, having reduced its retail space by 50%, dropped out of the top 10 at the end of the year due to financial problems and conflicts with suppliers (the amount of unsatisfied financial claims is several billion rubles). To reduce the debt burden, Metrika put up 8 plots for sale with total area about 390 thousand sq. m and a business center, and already in 2016 it sold a hypermarket with a plot on Vyborgskoe highway to Kesko. At the same time, since the end of 2015, the founder of Metrica, Yevgeny Lebedev, has been negotiating the creation of a joint venture network based on retail facilities with the largest online retailer Yulmart.

Number of stores of the largest DIY operators

Leroy Merlin (opened 8 hypermarkets in the Altai Territory, St. Petersburg, Moscow, Chelyabinsk, Tula, Penza regions and the Republic of Tatarstan), Maksidom (2 hypermarkets in the Sverdlovsk and Samara regions) and Baucenter, opened a hypermarket in Novorossiysk with a sales area of ​​16,000 sq. m. m.

Development of the DIY format

According to the calculations of the INFOLine information and analytical agency, at the end of 2015, 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 their retail space. Last year, 27 new hypermarkets were opened in Russia, and the total increase in selling space amounted to about 225 thousand square meters. m.

As of January 1, 2016, there were 383 DIY hypermarkets operating in Russia with a total sales area of ​​more than 2.7 million square meters. For comparison: as of January 1, 2015, 368 stores of the studied format were operating in Russia with a total area of ​​about 2.6 million square meters. m.

Among the significant openings of 2015, two Megastroy hypermarkets of the Agava company with a total trading area of ​​20.5 thousand square meters can be noted. m (in the Republic of Bashkortostan and the Ulyanovsk region). Also, Maksidom, Dobrostroy (Elko Group of Companies) and Metr (Desyatka Group of Companies) launched two hypermarkets each, and Baucenter and OBI, as well as a number of other DIY retailers in Russia, launched one each.

In 2016, as part of its ambitious plans to triple the number of hypermarkets over 5 years, Leroy Merlin opened 4 hypermarkets in Kazan, Kemerovo, Novokuznetsk and Yaroslavl already in the first quarter of 2016. During the II-IV quarters of 2016, the retailer plans to open 11-12 more hypermarkets. It should be noted that not all international retailers are increasing the number of properties in Russia: for example, Castorama closed one unprofitable hypermarket in Moscow in the Capitol shopping center with an area of ​​more than 6,000 sq. m. m.

DIY, home goods, furniture

E-commerce, online stores

DIY Forum.

change of CEO

New trends in the DIY market

B2B

Yana Morozova, site

At the end of 2018, the DIY market grows by 5.5% in monetary terms and reaches the level of the pre-crisis 2014. However, the structure of the market itself is changing: an increasing share of the “pie” falls on the TOP-10 universal DIY chains: in 2015, the share of the tops was 27.3%, and in 2018 - already 40%. How metamorphoses in the economy have changed the industry, said Ivan Fedyakov, CEO information agency INFOLine at the DIY Forum.

The largest retailers are also growing in revenue (+17% in 2018) and selling space (+8% in 2018). This distribution of forces is primarily due to the consolidation of the market (such players as K-Rauta, SuperStroy, Metrika and others left, Castorama announced the departure) and the rapid development of the industry leader, Leroy Merlin, which 4 years doubled its market share (from 12.1% in 2015 to 21.4% in 2018) and increased revenue by 20.7% compared to 2017. It accounts for slightly more than half of all new discoveries retail space in 2018.

By the end of 2019, Leroy Merlin plans to reconcept 50 of the 70 previously opened stores.

We have developed new concept of our hypermarkets, according to which the store is divided into several functional areas. In the project sales area, you can, for example, create a layout for a kitchen or dressing room. There will also be zones of inspiration, processing and issuance of client orders, client zones.

Also in 2019, we will open another 19 new stores, including in 6 new cities - in Izhevsk, Vladivostok, Novorossiysk, Vladikavkaz, Belgorod, Ivanovo.

The Leroy Merlin company refused to buy Castorama stores. To be honest, today the departure of Castorama is a DIY Brexit: no one knows how it will play out. It is unlikely that Castorama will be able to sell the entire chain in Russia, selling in parts is not very interesting, since some objects will still remain. And in general, in connection with the change of the CEO of Kingfisher, it is not known whether the company's plans will change in principle.

As for the manufacturers of building and finishing materials, which are direct participants in the market, the INFOLine agency found out what factors are particularly hindering their development today. According to a survey of 700 leading companies in the market, it turned out that the No. 1 problem for manufacturers was an increase in production costs - 65% of companies in the DIY segment think so (15% growth since 2017).

“This is a serious challenge! Suppliers are moaning, because they got into the "scissors": last year, inflation in the industry was more than 10%, and inflation consumer prices well below this level. Now we see how this negatively affects financial indicators companies,” Ivan Fedyakov explained.

Among the factors hindering development, suppliers also noted insufficient demand (39% of respondents), "gray" schemes of competitors (38%), market monopolization (37%), staff shortages (25%), high interest rates banks (20%).

Despite this, suppliers of construction and finishing materials are optimistic in their financial forecasts for 2019: 90% of them said they expect revenue growth, 7% of respondents expect figures similar to 2018, and 2% are less positive and believe that their revenue will shrink.

New trends in the DIY market

Trend 1: The transition of buyers to a lean consumption strategy.

Over the 3 years of the crisis in the Russian economy, consumers have formed new strategy, which the analyst called "lean consumption", - the population has returned to shopping, but behaves exclusively rationally, buys only what is necessary, actively responds to various special offers and promotions.

“Please note that in Europe the standard of living is much higher than ours, but people there behave rationally, they buy economical goods. This consumer strategy has also come to Russia, we have become somewhat similar to Europeans,” explains Ivan Fedyakov.

This trend needs to be taken into account by DIY market participants in their marketing strategy.

Trend 2. Growth in mortgage lending.

In 2015, the state supported the construction sector with comfortable mortgage rates, so in 2018 the share of mortgage lending in the portfolio of Russian banks increased by 2.5 times compared to 2014.

Despite the seemingly difficult situation in the economy and the wallets of buyers, in 2017 a record was set in terms of the number of loans issued and their amounts - the population purchased 1.92 million mortgage apartments in the amount of 2 trillion rubles. In 2018, the Russians more than exceeded these figures with a new record - they purchased 1.47 million apartments on a mortgage in the amount of 3 trillion rubles.

Skeptics argue that the growth in the share of mortgage lending was affected by refinancing, but its level is only about 11% of the total number of mortgage loans. At the same time, the population continued to actively buy housing at the beginning of 2019, which will have a positive impact on the financial performance of DIY market participants.

We thought about why we are doing omnichannel, and realized that at the heart of all this is a person with his troubles and needs. They began to explore the purchase process, its components: selection, consultations, purchase, payment, delivery. It turned out that this is not a linear process. People jump from stage to stage and do it in completely different channels. We realized that our goal is to enable people to carry out all stages of the purchase in a way that is convenient for them. And for this, we developed 8 sales channels, namely: a store, sales offices, consultant managers, a website and an application, a call center and social networks.

But the point is not the number of channels, but the fact that you need to provide customers with an easy transition from one channel to another. This is what we are doing and in this we see the difference between omnichannel and multichannel.

How to measure success in an omnichannel model? In it, all channels should work in synergy. And we also set growth goals for each of the 3 groups of channels (we grouped them).

All this together gives a synergistic effect and allows the growth of Petrovich as a whole - by 30.5% in 2018.

Trend 3. Decline in the average area of ​​apartments in new buildings, but an increase in the area of ​​individual housing construction.

Over the past 10 years, the average area of ​​rented housing in new buildings has decreased by 20% and amounted to 50 square meters. m. An analysis of construction projects shows that the trend towards a decrease in the average area of ​​housing will continue and in the near future it will be 47 square meters. m. Also in Russia is rapidly growing market for small studio apartments with an average area of ​​25 square meters. m, which were not previously relevant for Russia.

A positive trend is observed in the market of individual housing construction - an increase in the average area of ​​\u200b\u200bprivate houses is recorded, while mortgages practically do not work here, people build their own houses exclusively at their own expense.

Trend 4. Growth in the share of apartments with finishing.

Mortgages and changing consumer behavior affect the construction market in terms of housing quality - the share of apartments with finishing is growing. In the Moscow region, the share of apartments with full or partial finishing in 2018 increased by 31% and amounted to 51%, and in the St. Leningrad region by 35% and reached 67% compared to 2012. This changes the sales channels for building and finishing materials.

At the same time, DIY networks do not notice these changes, and this is due to the fact that 91% of people who bought apartments with finishing, partially or completely redid the repair in a new home.

In the course of a survey conducted by Kashirsky Dvor (a market in Moscow), 96% of respondents admitted that the decoration of apartments in a new building does not correspond to the declared one, and 94% of respondents are completely dissatisfied with the quality of repairs from the developer.

“It is not surprising that the market is not changing so much yet: when buying apartments with finishing, people are forced to continue to make repairs. The construction industry is not yet ready to offer consumers fully finished product”, Ivan Fedyakov explained.

Trend 5. Possible introduction of criteria for the classification of standard housing.

At the beginning of 2018, the President of the Russian Federation signed the Federal Law “On Amendments to the Federal Law “On the Promotion of Housing Construction” and Certain Legislative Acts of the Russian Federation” .

The document abolishes the concept of "economic class housing", now such housing is officially called "standard".

In 2019, a discussion began on the introduction of a criterion for standard housing with finishing. Perhaps in the near future only housing that includes a certain set of finishing works will be called standard housing.

“They want to consolidate such an initiative at the legislative level, it is supported by the Ministry of Construction, construction companies, banks that are interested in increasing cash flows and the amounts of mortgage loans,” Ivan Fedyakov noted.

Trend 6. Russians intend to improve their living conditions.

The share of Russians who plan to make repairs and purchase housing is growing from year to year. In 2018, 23% of respondents planned to make repairs in the apartment and purchase furniture, 19% of the respondents implemented their plans. 10% of respondents planned to spend money on purchasing residential real estate, but 6% actually purchased it.

“Not everyone who planned to make repairs did it. I believe that this delta is a task for market participants, we need to help the Russians spend money on repairs, they really want it,” Ivan Fedyakov said.

At the same time, in 2019, 26% of Russians are planning repairs, and 10% are planning to buy an apartment or house.

We were lucky: Castorama stores closed in the cities of our presence - in Krasnodar and Omsk. And we see a huge increase in sales in these cities: more than 40% in Omsk in the first quarter.

This suggests that we rebranded in time and formed the right assortment and ended up in the right place at the right time.

The impressive growth at the end of last year without opening new stores also helped us to achieve the active development of the B2B channel and services for customers.

In the future, we again focus on the development of B2B-sentiment and online sales.

In fact, it is very difficult to answer the question of what customers need today. I want to focus on one thing, but it's impossible. Today, everything is important: cleanliness, cafes, assortment, and much more.

Incomes fall but consumption rises

The main changes in the economy were brought by the currency crisis, when in 2015-2016 the RTO level fell by a serious 14.6%. Today, despite Rosstat data on record GDP growth over the past 6 years (2.3% in 2018), buyers are in no hurry to empty store shelves.

There are several reasons for this: real cash incomes of the population have been demonstrating negative dynamics for 5 years in a row: a decline of 5.8% in 2016, 1.2% in 2017, in 2018, incomes decreased by 0.3%, and the level of RTO is stagnating (in 2018, the RTO increased by 2.6%, and according to the data for January - February 2019, it fell to 1.8%).

The volume of opened deposits is also stagnating: analysts observe a 9% increase in these indicators at the end of 2018, which approximately corresponds to the level of capitalization of deposits.

The consumer lending sector has somewhat recovered from the “double whammy” in 2015, when banks stopped issuing new loans, and people began to actively close previously received loans. As a result, from the second half of 2017, the average value of an application for consumer credit, according to the results of 2018, it increased by an average of 70% compared to 2015.

“This trend is not connected with rising inflation and the need to buy goods more expensive, but with the willingness of the population to buy and consume new goods,” Ivan Fedyakov believes.

The government is trying to stabilize the situation in the economy, but the actions that are being taken (increasing VAT, raising the retirement age, the decision of Rosstat to revise the methodology for calculating real incomes of the population) are not always obvious to the market and rather make it necessary to tighten their belts.

“I would like to believe that the government will find a solution to the problem of increasing the income of the population, because this directly affects the dynamics of the growth of RTO and the production of products,” summed up INFOLine CEO.

The material uses INFOLine research:

• Calculations according to the data of the Central Bank of the Russian Federation, open data of the Savings Bank of Russia.
• Survey for assessing the quality of finishing of economy and comfort class apartments in 2018 in the Moscow region.
• Research of the Moscow region commissioned by Kashirsky Dvor.

Yana Morozova, site

diy, household, research, building materials, finishing materials, leroy merlin, petrovich https://www.site https://www.site/articles/chto-proiskodit-na-rynke-diy/ 2020-02-14 2020-02-14