How to translate di ah wai. What is the DIY Market? Overview of this market. DIY in TV and print

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 economy of Western countries in the 50-60s of the last century.

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

Today, DIY chains most often mean construction hypermarkets that offer the widest range of products - from dry mixes, concrete and plywood to plumbing, 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 repair in the apartment and equip your home.

History

The ancestors of DIY building supermarkets can be called small hardware stores where residents of nearby neighborhoods bought nails, metal utensils, kitchen utensils and other handicrafts. It was possible to meet such shops, where the artisan himself often remained the only seller, in Europe, and in the USA and in 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 the Second World War, when the demand for materials and interior items was higher than ever. long time major retail stores that could fully satisfy the demand of buyers did not exist and DIY stores became true pioneers in this area.

In the Soviet Union, the DIY 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 the arrangement of an apartment or house. The popularity of the format also contributed to the wide circulation of such circles and magazines as "Young Technician" and so on. But themselves construction stores, 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 develop actively only a little over ten years ago, today the DIY chain is already represented in our country by numerous large hypermarket chains, in which each customer can choose everything necessary for repair and improvement. Houses.

pioneers on Russian market building stores were Western companies that began to actively conquer a 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, Domocentr, Stroylandiya, Domovoy, Maksidom and others. It should be noted that almost every Russian region has its own construction retail chains.

Goods

As mentioned above, a very wide range of goods and products can be attributed to the DIY format, in particular:

• goods intended for interior decoration and holding repair work. This includes wallpapers, 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, 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.

And it's far from complete list DIY goods, in general, DIY products include such a category as goods for the garden and garden, for example, flower vases, 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 repair on his own with the help of the purchased products. The services of specialists in Europe are quite expensive, therefore, in most hypermarkets, directly on those installed in trading floors visitors are instructed in detail on the screens: how to replace a faucet on their own, stick wallpaper or equip an open veranda.

In Russia, the format of construction supermarkets could be called Do it for me, that is, “Do it for me”, since major projects, such as overhaul of the house or the arrangement of the bathroom, we increasingly trust professionals, and the owners of the house themselves only choose materials or interior items.

In addition, experts note that if earlier men were the main category of buyers of hardware stores, now women are increasingly choosing products in the DIY category. Perhaps this is due to the further expansion of the range, which may include dishes, curtains, curtains, vases and other little things that become interior details.

Convenient for customers and profitable for owners, the time-tested DIY format is now becoming more widespread in all regions of Russia, and new supermarkets of well-known chains are opened annually.

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% DIY market-products are not considered as serious competitors of the network. 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 in Russian retail market goods for repair and construction is steadily developing in favor of network 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 on construction markets, which now owns 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 the ABARUS Market Research agency, 13 federal-scale chains were identified (4 of which are international players) and 32 largest networks regional scale. 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 chains neither in prices nor in breadth of assortment, but they have at least two competitive advantages. 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 federal-scale chains were closed in Russia; at the same time, federal specialized chains opened 60 new ones. 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)”, the Central Federal District is the leader among federal districts 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 of the new OBI concept - the area of ​​​​this store is much smaller compared to existing OBI stores (more than 10 thousand m2) and is only 4.5 thousand m2 . As of the end of 2010, OBI operates 17 stores in Russia

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

Let's take a look at an interesting hobby of many people that is becoming more and more common in Lately. It's about DIY. What it is? This abbreviation means Do It Yourself. This can be translated into Russian as "do it yourself." DIY is an acquisition process certain abilities during the creation of any object, development or project that is being implemented. Usually the acquisition of skills is not the main goal of this training.

The popularity of DIY in the USSR

Let's remember the past. Back in the days Soviet Union actively popularized the ideas of creating do-it-yourself (or significantly improving existing models) radio equipment, furniture, and musical instruments. In addition, all kinds of folk crafts flourished, which to some extent was due to the poor quality and small assortment of consumer goods available for sale. Also, the popularity of DIY was a consequence of the fact that people wanted to instill in their children a love of work. IN printed publications, radio and television had special sections. This is how many learned about DIY. What it is, even many children now understand. In addition, there were quite a few trading houses called "Do It Yourself" or "Skillful Hands", where you could find all kinds of industrial blanks, fixtures and tools for creating something yourself. Items for artistic sawing, embossing, knitting, burning, and embroidery were sold there. It was possible to purchase electronic elements and parts. In general, the goods were for every taste.

Jack of all trades

On the shelves were radio designers designed to make electronic devices with their own hands (radio, New Year's garland switch, light music). Some men who have become experts in many industries that may be useful to create home comfort could be called true experts. However, it should be noted that the abbreviation DIY, the translation of which you already know, was not common in the Soviet years.

DIY in TV and print

Many at that time were watching the television program It You Can. It demonstrated all kinds of ATVs, cars, agricultural and other units, invented and manufactured by Soviet self-taught. In addition, there was a very popular section called "Little Tricks" in the journal "Science and Life", which talked about how to improve your life, as well as notes in the magazines "Modeler-Constructor", "Young Technician" and "Radio" . People like to learn new things. For girls, various publications (both general education and highly specialized) published many sketches for embroidery, knitting techniques, and patterns. Among the fair sex there were quite a few real craftswomen. Patterns in some cases had to be enlarged, for this a pantograph was used. In general, among the girls there were many who were fond of DIY. What it is, you already know.

How can you deal with the problem of overconsumption?

It's no secret that many modern people buy in huge quantities in stores identical goods sometimes it reaches the point of absurdity. Perhaps the only thing that can get a person back on the right track and make him refuse to throw things in the trash can after a short use is the ability to create real masterpieces from old objects that is gaining popularity.

DIY. Ideas

If you can't think of anything on your own, you can use ready-made ideas. Decorate your home and surprise your friends. So...

Beautiful candle holder

Useful: a glass (its color and shape do not matter), decorative pebbles, a beautiful candle. All of this can be bought.

You need to put the glass upside down, decorate its main part as you like, and place a beautiful candle on top. That's all, the stand is ready.

A coffee cup that exudes a pleasant smell

Useful: grain coffee, a cup, a candle in the form of a tablet, enclosed in an aluminum base. All this can also be found in the store. It won't be a problem for you if you really like DIY. What it is, we examined in detail in theory, it's time to practice.

Pour coffee beans into the cup and put a candle on top. All this will look very nice. In addition, the candle will exude heat, which will heat the grains, after which a magnificent aroma will spread throughout the apartment.

Gift to friends: mug

Useful: ceramic mug, oven, felt-tip pen. There is probably one for everyone.

Write something with a felt-tip pen on a ceramic mug, and then, to fix the text, put it in the oven for half an hour. The temperature should be 200 °C.

And another decoding of the abbreviation DIY

Union DIY is an association of large domestic construction stores. Its main task is the consolidation of purchases. This is what the union is striving for. Domestic retailers plan to get the same excellent purchase prices as international stores operating in our country.

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, small shops and markets operated in the DIY segment of Russia. 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 annual rating large construction companies in Russia.

OBI

The German OBI was the first in the super-promising market in Russia and in the early years was actively expanding regionally, which was facilitated by a strategic partnership with Ikea Centers Russia, which simultaneously launched a network of MEGA shopping and entertainment centers in the largest cities.

Leroy Merlin

The French Leroy Merlin, which is part of Groupe Adeo and manages 400 stores in 12 countries, entered the Russian market in 2004, and active development started from 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 the following 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 the oldest companies in the Russian market of hypermarkets for construction and repair. First Store trading network 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 systems;
• electrical engineering: lighting fixtures, bulbs, cables, transformers and other electrical appliances;
• water supply 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 developed countries They 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. We have in DIY stores residents buy goods, and trust professionals from Central Asia to do complex repairs.