A boom in private housing is fuelling a new market for home decoration and could change the way the Chinese shop Gaudy paper lions dance between shopping trolleys. The store is full bright lights, banners and orange-clad helpers beaming at the throng of eager shoppers. In one corner, children hammer together pieces of wood, while in another rapt adults are watching a product demonstration. Everywhere, customers are pulling items off shelves to touch and even smell them. But this is no toyshop at Christmas. It is the recent opening of B&Q'S newest store in Shenzhen. "Home improvement" has arrived in China-and with it, a potential shopping revolution. As with so many opportunities in the world's most populous country, the market promises to be huge. B&Q, part of Britain's Kingfisher retailing group, estimates that one-tenth of China's 40om households have "western" levels of disposable income, with $1,000 or more a year to spend on home improvements. That number is increasing rapidly. Government deregulation (Chinese used to rent accommodation from their work units) is boosting home ownership by 30% a year. Along with home ownership comes an interest in decor. China's home-improvement market, estimated to be worth almost 200 billion yuan ($24 billion) two years ago, has since grown much bigger. "Chinese people have the money, intention and desire to improve their homes," says David Wei, head of B&Q China.
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