House-proud Britons like little more than to spend a few hours a week improving their homes with a bit of DIY. This do-it-yourself culture has proven a boon to stores like B&Q which specialise in selling home improvement products.
In China things have worked out differently for the British retailer, which has 40 outlets in the country. The Financial Times reports that DIY is out, and that B&Q’s China boss Ian Cheshire is pushing a different slogan – “Do It For Me”.
It looks like an admission that the Chinese don’t especially like DIY, preferring to get someone else to do their home refurbishment. So B&Q will test out new design centres in its China stores which allow customers to plan interiors and then pay a workmen to install it for them. If it works, B&Q will take the strategy national. As reported in WiC96, Home Depot closed its last China store earlier this year when it too realised that the DIY model was not working as planned.
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