Market Analysis of Christmas Decorations in India
The relevance of research
The subject of this study is the market for Christmas decorations. The market of Christmas decorations in this study is understood as a set of enterprises that form the supply of the market, the number of consumers that form the demand of the market. Christmas decorations - balls, figurines and other decorations that are used to decorate a New Year (or Christmas) tree, as well as the interior and exterior of the premises for the holiday of Christmas and New Year
Purpose of the study
Analysis of the state of the Christmas tree decorations market, assessment of the market volume, analysis of competitors, as well as identification of factors affecting the market of Christmas tree decorations
Content
Part 1. Overview of the Indian Christmas tree decorations market
1.1. Main characteristics of the market
1.2. Dynamics of the market volume of Christmas decorations 2016-2020 Potential market capacity
1.3. Assessment of factors affecting the market
1.4. Life cycle stage of the Christmas decorations market
1.5. Competition from substitute products
Part 2. Competitive analysis in the Christmas decorations market
2.1. Major players in the market
2.2. Market shares of the largest competitors
2.3. Profiles of major players
Part 3. Analysis of the production of Christmas decorations
3.1. Volume and dynamics of domestic production of Christmas decorations
3.2. Share of exports in production
3.3. Segmentation of production of Christmas decorations by region
3.3.1. Production by Union Territories
3.3.2. Production by states of India
Part 4. Analysis of foreign trade supplies of Christmas decorations
4.1. The volume and dynamics of imports of Christmas decorations
4.2. Import structure
4.3. The volume and dynamics of exports of Christmas decorations
4.4. Export structure
Part 5. Analysis of the consumption of Christmas decorations
5.1. Dynamics of the volume of consumption of Christmas tree decorations
5.2. Analysis of the results of tenders for the purchase
Part 6. Price Analysis
6.1. Average producer prices by union territories
6.2. Average consumer prices by states in India
Part 7. Assessment of factors of investment attractiveness of the market
Part 8. Forecast for the development of the Christmas decorations market until 2025
Part 9. Recommendations and conclusions
Research excerpt
Part 1. Overview of the Indian Christmas tree decorations market
1.1. Main characteristics of the market
The subject of this study is the market for Christmas decorations. The market of Christmas decorations in this study is understood as a set of enterprises that form the market supply, the number of consumers that form the market demand, as well as the relationship that arises between sellers and consumers.
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The Indian market for Christmas decorations is dominated by imported products, mostly made in China. In the analyzed period (2016-2020), the share of domestic products amounted to …% of the market volume. In 2016, the share of domestic products amounted to …%.
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Diagram 1. The ratio of imported and domestic products in the Christmas tree decorations market,%
1.2. Dynamics of the market volume of Christmas decorations 2016-2020 Potential market capacity
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At the end of 2020, the volume of the Christmas tree decorations market at current prices amounted to … billion rubles[1], having increased by … % compared to the level of 2019. The main factor in the growth of the Christmas tree decorations market in 2020 was the devaluation of the rupee and the decrease in the average annual rate of the rupee against the US dollar by …%. AT …
In the structure of retail sales of Christmas decorations, about half is accounted for by chain retail stores such as Fix Price, Lenta, Auchan, Leroy Merlin, Tander, Ob, Metro, Okay and others, which complicates the work of specialized points of sale and single retail stores.
1.3. Assessment of factors affecting the market
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Economic
- Data on the dynamics of GDP is a macroeconomic indicator that reflects the market value of all final goods and services (that is, intended for direct consumption) produced per year in all sectors of the economy on the territory of the state for consumption, export and accumulation.
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– The turnover of retail trade is a reflection of the effective demand of the population and the level of real incomes of the population.
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Diagram 5. Dynamics of retail trade turnover, 2015–2020, 9 months 2021, % to the previous year
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¾ The development of e-commerce and the dynamics of Internet penetration
According to GfK, in 2019 the number of Internet users among Indians over 16 years old increased from 91 million to 94,4 million people. The Internet penetration rate in India among people over 16 years of age has increased from 75,4% to 79,8%.
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– Hand-painted glass toys made in India are of high artistic value, are one of the symbols of India in the world, are purchased as souvenirs by foreign tourists.
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1.4. Life cycle stage of the Christmas decorations market
The market for Christmas decorations is on the growth stage. This is evidenced by:
- Growth in consumption (purchase) of Christmas decorations in monetary terms
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It should be noted that the Christmas tree decorations market has been at the growth stage for more than ten years. The prolongation of the growth stage of the life cycle of the Christmas tree decorations market is due to the specifics of changes in consumer behavior - if earlier the same Christmas tree decorations were used for several years, now it has become fashionable to update New Year's decor annually, at least partially, following the trends of New Year's fashion, as they do in America and countries of Europe. And an increasing part of the Indian audience is involved in this process.
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1.5. Competition from substitute products
The main competition as replacement goods in the Christmas tree decorations market is made up of previously purchased Christmas tree decorations. Due to the fact that Christmas tree decorations are an attribute of a holiday, joy, sales of goods from these groups react very sharply to the reduction in incomes of the population.
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Part 2. Competitive analysis in the Christmas decorations market
2.1. Major players in the market
As the Indian market for Christmas decorations is dominated by imported products, the largest companies/brands of products include both domestic operators and brands of imported products.
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Part 3. Analysis of the production of Christmas decorations
3.1. Volume and dynamics of domestic production of Christmas decorations
According to GidMarket’s estimate, based on the revenue of the main Christmas tree decorations manufacturers in India, the volume of production of Christmas tree decorations in 2020 amounted to … mln Rs. and the Christmas tree decoration industry. For the period from 2019 to 19, the production of Christmas decorations in India in terms of value showed moderate growth, the average annual growth rate for 2016-2019 was . amounted to … %. It should be noted that the growth in production occurred both in physical terms, and the revenue of enterprises increased due to inflationary processes: an increase in the cost of purchased raw materials, direct production costs, an increase in the wage fund, which affected the selling price of finished products and, as a result, enterprises' revenue.
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3.3. Segmentation of production of Christmas decorations by region
3.3.1. Production by Union Territories
According to the data on the location of the main enterprises producing Christmas tree decorations, the Central Union Territories is the leader in the production of Christmas tree decorations, where the main production facilities of the production leaders are located.
3.3.2. Production by states of India
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Part 4. Analysis of foreign trade supplies of Christmas decorations
4.1. The volume and dynamics of imports of Christmas decorations
The volume of imports of Christmas decorations to India in 2020 amounted to … thousand tons, having decreased by … % compared to 2019. In 2017-2019 Imports of Christmas decorations to India showed steady growth, recovering from the crisis of 2015-2016, however, did not reach the level of 2014.
According to operational data, for 10 months. In 2021, the volume of imports of Christmas decorations amounted to … thousand tons, which is … % less than in the same period in 2020.
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4.2. Import structure
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Table 5. Structure of imports of Christmas decorations by importing countries in 2020
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5.2. Analysis of the results of tenders for the purchase
According to the EIS in the field of procurement and IS Fira.Pro, in 2020, 44 tenders were concluded under FZ-112, containing Christmas tree decorations as the subject of purchases, in 2021, 44 contracts for the purchase of Christmas tree decorations were concluded under FZ-117.
Let us present detailed information on contracts for 2021 in the form of a table, which shows data on contracts containing the purchase of Christmas tree decorations in the amount of more than … thousand Rs.
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Part 6. Price Analysis
6.1. Average producer prices by union territories
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According to GidMarket calculations, the average producer price for Christmas decorations is … Rs./piece, and the average price is largely determined by the pricing policy of the largest manufacturing enterprises of a particular Indian state or federal district.
Table 7. Average producer prices for Christmas decorations by Union Territories
In view of the dominance of imported products in the market of Christmas tree decorations, it is advisable to consider the average prices of imports and exports.
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Part 8. Forecast for the development of the Christmas tree decorations market until 2025
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Part 9. Recommendations and conclusions
At the end of 2020, the volume of the Christmas tree decorations market at current prices amounted to … billion rubles[2], having increased by … % compared to the level of 2019. The main factor behind the growth of the Christmas decorations market in 2020 was the devaluation of the rupee and the decline in the average annual exchange rate of the rupee against the US dollar. In 2017-2019 The growth of the market was ensured by the growth of imports of Christmas decorations.
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Diagrams
Diagram 1. The ratio of imported and domestic products in the Christmas tree decorations market,%
Diagram 2. Dynamics of the market volume of Christmas decorations, 2016–2020, million Rs.
Diagram 3. Revenue (net) from the sale of Christmas tree decorations by union territories for 2016 - 2020, %
Diagram 4. Dynamics of India's GDP, 2015-2020, 10 months 2021, % to the previous year
Diagram 5. Dynamics of retail trade turnover, 2015–2020, 9 months 2021, % to the previous year
Chart 6. Monthly dynamics of the US dollar against the rupee, 2016-2021, Rs. for 1 US dollar
Diagram 7. Dynamics of real incomes of the population of India, 2011 - 2020, 2021 (Q1 and Q2), % to the previous year
Diagram 8. Population dynamics in India as of January 1, 2010-2021, million people, %
Diagram 9. Population forecast in India for the period 2021-2024, million people
Chart 10. Number of children aged 0-14 in India, 2013-2021, thousand people
Chart 11. Share of children aged 0-14 in the total population of India, 2011-2019, %
Figure 12. Life cycle stage of the Christmas decorations market
Diagram 13. Shares of the largest competitors in the Christmas decorations market in 2020
Diagram 14. Dynamics of production volumes of Christmas decorations in India for 2016-2020
Diagram 15. Dynamics of the total revenue of the largest manufacturers (TOP-5) of Christmas tree decorations in India, 2016-2020
Diagram 16. The share of exports in production for 2016 - 2020
Diagram 17. Structure of production of Christmas decorations by states of India in 2020,%
Diagram 18. Volume and dynamics of imports of Christmas tree decorations in physical terms, tons
Diagram 19. Volume and dynamics of imports of Christmas decorations in monetary terms, $ million
Diagram 20. Dynamics of exports of Christmas decorations in physical terms, tons
Diagram 21. Dynamics of exports of Christmas decorations in monetary terms, $ million
Diagram 22. Balance of exports and imports
Chart 23. Structure of exports by countries in 2020, %
Diagram 24. Dynamics of consumption of Christmas decorations in monetary terms 2016 - 2020, million Rs.
Diagram 25. Forecast of the market volume of Christmas decorations in 2021 - 2025, million Rs.
Tables
Table 1. STEP analysis of factors influencing the market for Christmas decorations
Table 2. The main companies participating in the Christmas tree decorations market in 2020
Table 3. Profiles of companies participating in the Christmas tree decorations market in 2020
Table 4. Dynamics of the production of Christmas tree decorations in India by Union Territories, million Rs.
Table 5. Structure of imports of Christmas decorations by importing countries in 2020
Table 6. Tenders containing the purchase of Christmas tree decorations in the subject of procurement, for which contracts were concluded in the period from 01.01.2021/31.12.2021/300 to / / , for the amount of purchase of Christmas decorations more than thousand Rs.
Table 7. Average producer prices for Christmas decorations by Union Territories
Table 8. Average import prices for Christmas decorations, 2016-2020
Table 9. Average export prices for Christmas decorations, 2016-2020
Table 10. Average consumer prices for Christmas decorations by state of India
Table 11. Assessment of factors of investment attractiveness of the Christmas tree decorations market
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