Do it yourself! Dartsya Tarkovska about creative career and DIY phenomenon. Do It Yourself or "Do It Yourself" D-printer that is being built

Store format in Russia DIY(Do It Yourself, "Do It Yourself"), appeared quite recently - less than 10 years ago, however, large international network operators are represented in this segment: OBI(18 hypermarkets), Leroy Merlin(17, part of the Adeo group of companies), K-Rauta(12, owned by Kesko Corporation), Castorama(14, part of the Kingfisher group), Home center(4, is part of the Fishman Group).

There are also Russian companies: Vimos (30), Metrics (30), SuperStroy (28), Domocenter (23), Stroylandia (14), Brownie (12), Maxi house(9) and others. Each region has local players.

In the West, the DIY market was formed under the slogan Do it yourself. The main idea of these stores was that people should not be afraid to do repairs themselves, without resorting to the help of specialists (since their services are very expensive there). All chain communications are aimed at this, especially BTL promotions inside stores: customers are explained in detail how to replace plumbing and carry out other repairs on their own. In Russia, the cost of repair services is relatively low, large projects are usually carried out by specialists, so it would be more correct to call this market Do it for me.

Classic DIY is a large format store, which, on the one hand, depends on the size of the goods (the goods are large - boards, pipes, plumbing, etc.), and on the other hand, on the operator’s desire to provide the consumer with the opportunity to purchase everything they need in one place - from nails and cement to showers and kitchens. Often such hypermarkets are called "category killers", as they present the widest range of goods for construction, repair and home, which attracts a large number of visitors.

So, Castorama on a total area of more than 11.5 thousand m2 offers more than 35 thousand items of goods, OBI opens stores with a total area of over 12 thousand m2, Leroy Merlin operates in the range of retail space from 8 to 20 thousand m2. Hypermarket "Our house"(3 stores, GC "Tashir") for 10 thousand m2 holds about 100 thousand items of goods. "Metrics" has a total area of 13.5 thousand m2, the range of goods offered exceeds 50 thousand units, and cabinet furniture and household appliances are sold in this network.

Inside DIY, there are several categories - goods for construction and "draft" repairs (starting from bricks and ending with various types of plaster), for "finishing" finishes (wallpaper, coatings) and home decoration. In different stores, these categories are mixed in different proportions. It is believed that DIY is a network in which purchases are mainly made by men. But experts say that recently there has been a slight shift towards the weaker sex - women began to visit such stores more often. Perhaps because of the departments offering goods for the garden and interior.

Average investment in one leased store, according to the company OBI, is 3-4 million euros. If a retailer builds a building, then the amount of investment increases and can reach approximately 8 million euros. Therefore, it is not surprising that DIY is probably the only segment of Russian retail where there is a clear and strong predominance of Western players. All leading players in the Russian DIY market are Western companies: the market leader is Leroy Merlin, In second place - OBI, following them Castorama, catches up with them Kesko.

Only forward!

The market for household goods and repairs during the acute period of the crisis - in 2009, according to RBC, decreased by 26-28% in dollar terms and by 10% in ruble terms, which is explained not only by the fall in consumer incomes, but also by the reduction in housing construction (-7% in 2009) and mortgage lending (more than 4 times).

For comparison: before the crisis, the DIY market grew by 20-25% annually. However, in 2010 the volume of sales began to gradually recover, although many experts note that the market has not yet returned to pre-crisis levels. Most likely the market will grow, although the pace will not be the same as before the crisis. The trend of market consolidation will continue, while there will be further intensification of competition with foreign chains. Many networks will continue to develop in the regions. The main consumer driver for the development of the DIY market is the trend associated with dacha and suburban construction, a shift in focus towards Soft DIY.

Many players have big plans for 2011. For example network OBI in 2011-2012 plans to open four hypermarkets annually. Priority will be Moscow and the Moscow region. In 2012, the company is considering the possibility of entering Rostov, expansion in Kazan and plans to develop in million-plus cities.

However, he considers Moscow and the Moscow region for preferential development and Castorama, which will open three stores in 2011 (further plans are being specified). A company Leroy Merlin in early February, she already opened a store in Khimki. In April "Home Center" with a retail area of about 9 thousand m2 will open its doors to buyers in the Central District of Moscow. Market leaders will continue to develop quite aggressively, Castorama, apparently, will continue to catch up. Of the Russian networks, the most actively developing now are "Start" and "Metrics". In particular, in early March, a message appeared that the company that manages the hypermarket chain of the same name for home and repair "Start" acquires a chain of supermarkets "Brownie". Until the end of March 2011, the chain's stores will be under the control of CJSC Start.

The decision on regional expansion was made in the company "Metrics". Sites are selected in the cities of the Central and Southern federal districts: in Sochi, Novorossiysk, Belgorod, Voronezh and others. According to the development strategy, the company intends to open one or two outlets per month. In general, the DIY market is becoming increasingly competitive. And Russian regional networks have now begun to feel this especially. In their region, local networks are accustomed to "press" competitors in price and scale: "we are the largest in the region, we have the best assortment and price". And in other regions this is no longer enough - they have their own local leaders. Need to stand out. The new trend will be to look for a certain face of their own in these networks. We can already observe this process in Retaility projects, regional DIY chains are increasingly coming up with this problem.

Another trend is the emergence of new store formats. In particular, the network OBI opened an unusually small point in the Moscow shopping and entertainment center "Filion" - a trading area of about 4.5 thousand m2. Respectively "corrected" a range of 28,000 positions dominated by decoration and decoration products with ready-made solutions for decor and home design. Castorama I started with large hypermarkets for 8-10 thousand m2. Last year, she tried to bring out a small format in order to actively promote in cities near Moscow. "K-Rauta" goes in a smaller format, compared to the bulk of the networks, and to smaller cities (with a population of 300-500 thousand) - and they feel confident enough and become one of the market leaders.

In assortment

In the flooring segment, DIY hypermarkets offer a comprehensive range of hard floor coverings (laminate, solid board, parquet board, cork board), soft floor coverings (linoleum, carpets, PVC tiles, carpets, rugs, carpet runners, decorative and utilitarian rugs, anti-splash and door mats, as well as flooring accessories, laying products, laying tools, adhesives and sealants, repair and care products.Accordingly, they have hundreds of suppliers in this segment alone.

For example, "Home Center" cooperates with almost all major dealers supplying the Russian market. Tarkett, Balterio, Klassen, Kronostar and Kronospan laminate and parquet boards are widely represented. In Moscow stores - more than 120 laminate decors to order. The offer for DIY must meet certain price specifics. The larger the area of the store, the more it is oriented towards a mass audience, which means that price positioning becomes more important for it. Whatever product we take - parquet, tile or linoleum - goods are sold here in price ranges from average and below, you cannot buy expensive goods in DIY. This is an important specificity of DIY stores. The main requirements that networks impose on suppliers are a competitive price, uninterrupted supply (the goods must be available from the supplier) and a deferred payment equal to the product turnover.

To start a creative career, today it is enough to have a laptop. From the comfort of your home, you can write songs, shoot videos, edit photos, and even… create perfumes. This amazing freedom and new opportunities were given to us by the DIY generation.

Dartsya Tarkovska, the founder of the music consulting agency Soundbuzz, talks about how to pave your own creative path and make money doing what you love.

Many dream of a creative profession and a dizzying career. It's great to become a musician, get on the big stage and sign a contract with a label ... Or would it be nice to make a modeling career - go to New York, work with the largest agencies ... Or maybe try yourself as a photographer? Travel, visit interesting places, but ... Dreams do not come true for everyone. Does this mean that it is worth abandoning them "on the shore" ? Of course not! You can go the other way.

Do it yourself - do it yourself!

DIY (do it yourself) is a popular phenomenon when anything is created by one's own hands.

When choosing a DIY career, it is important to be ready not only to create a creative and original product, but also to be responsible for its promotion and development. Many experts call it a kind of startup in the creative segment.

Let's talk about examples?

Music: Manizha

Is it possible to make a successful career with the help of minute videos on Instagram? The young singer Manizha from Dushanbe clearly demonstrates that the mission is possible! She has contracts with Adidas, Clinique, Maybelline, solo concerts and tours, and it all started with a tiny Instagram account and creative cover versions of famous hits.

Video: Room factory

Hollywood is far away, but there are more than enough ideas? That is how five friends decided to create something of their own. Thanks to their creativity, a Youtube channel called Room Factory appeared. They release sketches and entertaining videos weekly, and their audience has exceeded 3 million!

Perfumery: Anna Sokolova

Many will say that this is beyond reality! But it turns out that without the support of large corporations and big budgets, one can declare oneself even in such an unusual field.

Anna Sokolova last year launched a capsule SKLVA collection and is actively working on the development of its brand. From the selection of fragrances to packaging, Anna manages everything on her own, and more than 10,000 subscribers support her undertaking.

Every day there are more and more such examples! The excuse that you alone can't do anything doesn't work anymore.

The Internet has given us complete freedom. Now the rules, opinions and restrictions of the industry have no power over you. Someone will say that this is not a game according to the rules, that this is an attempt to get to the cherished place through the back door, but the main thing is that now it is possible.

In such a situation, people become the most important resource for you - your fans, fans ... It is they who will support you at the first stage, and over time they will take part in monetizing your work.

1. Create a quality product

Every creative person considers what he creates, by default, to be magnificent, interesting, ingenious and worthy of attention. You know what's interesting? Often it is. And practice shows that no matter what niche or specific content a person does, there will still be people who will like it. In the middle of the 2000s, marketers noticed this paradox and began to study it seriously. The result was the Long Tail theory.

Long tail concept. Imagine a coordinate system where the x-axis is different musical niches or artists, and the y-axis is the level of popularity. Our chart would look like a dinosaur with bestsellers in its head. In the mass market - the body of a dinosaur - those who are either gaining popularity or are of interest to a slightly smaller number of people. Then the most interesting is the niche market. This is the tail — DIY universe. There is an endless number of conceptual, creative, non-standard, original and downright strange projects here.

The concept of a long tail is that, firstly, the tail is infinitely long, and secondly, no matter how long it is, it never touches the ground.

You can do the craziest things (and be at the very tip of that tail) and still have at least a few people who will think that this is the best thing that happened in their lives.

This is proof that you can really do what you love, do it the way you feel, and at the same time be sure that someone will like it anyway.

You can also create a more massive, market-driven product and move closer to the dinosaur's head. Or focus on your ideas, but be prepared for the fact that your audience will be quite limited.

2. Find your target audience and work for it

I know a lot of artists who want to please a producer or a label and are willing to do anything to get it. They work so hard for it that they forget one very important thing. The audience needs to like it. After all, it is she who in the future will allow you to turn your hobby into a lifelong business.

If you decide to take the DIY road, it's important to understand who your audience is. Find her. To form a fan community - a circle of people who will like what you do so much that they will be ready to support you even financially.

There is a concept of 1000 superfans. Its meaning is simple: to make the transition from a hobby to a profession and turn your favorite thing into a business, you need to find 1000 superfans.

Is it a lot or a little? Practice shows that this is from 2 to 10% of your audience. In other words, you need to attract at least 100,000 people who will be interested in your work.It's a lot of work, but it's worth it.

3. Networking

There is an opinion that everything is decided “on a call”. But for this to be so, it is necessary, firstly, to have the right phone number, secondly, to bring the acquaintance to the point where one call is enough for you to decide, and thirdly, so that the person wants to communicate with you even after How do you use its services? Seen from this perspective, networking becomes an art.

All you need is the courage to approach a stranger, briefly and interestingly talk about what you do, learn something from him and exchange contacts. This is the first step that you can easily take. What's cool is that you can network in any unclear situation. In line, in public transport, at work, especially at events where there are like-minded people and the atmosphere is conducive ... There are no useful and useless connections, all contacts are good.

Do it together - let's do it together

Abroad, such a concept as DIT (do it together) is now appearing - let's do it together. After all, together we can do much more, more interesting and larger.

As an example, I will talk about a streaming service called Tidal. It was founded by a group of famous musicians, including Madonna, Beyoncé, Jay Z and so on. When you are Madonna, you can quite afford not to cooperate with anyone and feel great and on your own. But these musicians think otherwise. They became the official co-founders of this service, and today Tidal successfully cooperates with Apple Music, Spotify and other music services. If they can do it, why can't you?

Don't give up and always remember that by stepping on the DIY path, you can do everything yourself. Inspiration for you in finding your favorite business!

You may also be interested in an interview with musician and composer Alexei Shmurak: “

For the first time in Russia Make it! Show - creative festival-show for the whole family

August 30-31, 2014 will be the first in Russia festival of creative activity, creative thinking, science and invention for the whole family Make it! show. The event promises to be the largest creative event in the format Do It Yourself("Do it yourself") in the CIS.

Adults and children will be able to see the most incredible masterpieces of engineering. Various areas of the festival show will present amazing samples in the field of science, art, technology, and entertainment zones will make pastime at the festival interactive and fun.

The festival includes:

— dynamic show program on the stage;
– master classes in various disciplines and crafts;
— a large-scale exhibition area that will host some well-known and promising projects in special sections: inventions, science, innovation, 3D, robots, art, do-it-yourself (do it yourself), handmade, games, sports, etc.
The festival show is a unique opportunity, regardless of age, experience and training, to find oneself in creativity, art, science, communication with positive people, inventors, engineers and scientists.

The main directions of the festival sites:

Do-it-yourself - home, everyday life, decor, designer furniture, equipment "to create things" - small construction equipment.
3D printers, scanners, technologies.
ART - contemporary art, design, fashion design.
FUN - board and physical (active) games, slot machines and simulators.
JUST Make it - sports zone (acrobatics, tricks, dancing, freestyle, sports shows).
GREEN - alternative energy, materials processing, ecology, biology, woodworking.
GOODs - goods stores.
LAB - chemistry, physics, mechanics.
SHINE - photo, video. Cinema hall.
ROBO - robotics.
GREAT - computers.
FLY - flying vehicles, quadrocopters and controlled models, astronautics.
COOL - mobile technologies.
Food court - restaurants.

Make it! show will become a meeting place for young scientists and developers of bold concepts, creative teams and artists who are interested in finding new ideas, developing technologies and scientific and cultural exchange of innovations.

We are waiting for all those who:

follows popular, trendy things;
actively uses the Internet and social media;
interested in new technologies;
has several creative hobbies;
active participant in society;
creative, designer, artist;
inventor, innovator.

At the Make it! Show everyone will be able to find a fascinating pastime for himself - both an adult and a child, because you can invent and invent at any age and in any business. Right here, at the Make it! Show, you can plunge into the atmosphere of the creative future!
Get active on the last weekend of summer!

We are waiting for you on August 30 and 31 at the Moscow Sokolniki Exhibition and Convention Center (Pavilion 4). Starting at 10:00!
More detailed information on makeitshow.ru

3 tickets for Mozgochinov

A week before the exhibition, you can unsubscribe in the comments and pay 200 M$ by sending your email to me in PM to get a ticket.

Get involved with your project

Also, everyone can participate in the exhibition with their work for FREE!

To participate, send to [email protected]:
- a completed application for participation (in the attached documents)
— description of the competition project
— photo/video materials of the project
Applications for participation are accepted until June 30, 12:00 (Moscow time)
Children's projects (under 18) are considered on an individual basis.

DIY store concept (Do it yourself - do it yourself)

Initially, the “Do It Yourself” category could include various types of activities that each person was engaged in independently, at home, performing household chores necessary around the house and at home. For example, he painted the walls or glued the wallpaper on his own, he could cut the glass with the help of a glass cutter, make it the right size and glaze the window frame, he could partially assemble and make pieces of furniture with his own hands, especially, for example, in the kitchen, he could independently arrange bathrooms or rooms directly, to manufacture and execute various interior design elements, made of wood, for example, on certain appliances, and so on.

Today, DIY retail stores, and sometimes retail chains of stores, are understood as building or construction household, and sometimes building and decorative supermarkets or hypermarkets (depending on the size of the trading area and the bias in the assortment of goods presented on the trading floor). Such shopping centers (hypermarkets or supermarkets) offer a fairly wide range of products needed in the house, ranging from a wide range of dry building mixes, and even ready-made concrete, plywood and OSB sheets to unique plumbing, fittings and all the little things needed in the bathroom, household goods and internal networks (power supply, water supply, sewerage), as well as lighting fixtures, chandeliers and completely different items and goods for home improvement, innovation and decoration, significant renovations in an apartment, house, garden, kitchen garden, garden plot. In fact, in such stores, an assortment is presented that ensures the satisfaction of the needs of the buyer in that it will help each person independently or with the help of specialists to carry out repairs in an apartment or house and equip their home. Moreover, in Western practice, words are beginning to be used to characterize these goods, such as: home improvement, household goods.

The predecessors of construction hypermarkets and self-service stores of the "" format can be recognized as simple hardware stores that existed in the past and the century before last and in which residents of nearby houses and apartments found and purchased nails, hand and construction tools, metal and other utensils, important kitchen utensils and other items and products for craftsmen and housework. Such shops and shops, where in fact the artisan very often became and was the only seller, could be seen in sufficient numbers in the cities of Europe, the USA and the Russian Empire and in many other parts of the globe.

The first building supermarkets - self-service stores appeared, of course, in the United States of America, Great Britain and other European countries around the 50s of the last century. Although, in principle, the construction boom developed in European countries immediately after the end of World War II, when the demand for building materials and furnishings was so high that, in principle, most goods were in short supply. And many buyers simply did not understand where they could be found in those days, if not in the nearest store. For a very long time, there were no large retail stores that could comprehensively and completely satisfy the demand of customers. It was during this period that a new format of self-service stores appeared, such as DIY supermarkets and hypermarkets, which in fact became real pioneers in this segment.

In the Soviet Union, the DIY format was very popular. At the same time, popularity for the most part concerned the independent arrangement of an apartment, house, cottage, garden. Since in the existing stores there was at least a small selection of goods, and even more so in volumes that could satisfy the demand of the growing Soviet population. This situation forced people to independently deal with the arrangement of their apartment or country house, which in turn contributed to the development of the popularity of various circles and magazines, such as "Young Technician", "Ogorodnik", books on this topic. But directly building stores, which could be classified as DIY with at least a minimal product offer, appeared already in the 90s. Although in part it was possible to take into account 1000 stores and one little thing, in which an assortment of goods for home improvement was partially present.

The DIY format for Russia, Ukraine and other CIS countries turned out to be a fairly new and relevant phenomenon, which began to develop actively more than 10 years ago. Today, DIY chains in the CIS are already represented by both local players and large foreign hypermarkets, where every visitor and buyer can find, choose and purchase most of the necessary goods for home renovation and apartment or house improvement.

Well-known foreign companies were the first in the Russian market in the segment of building and finishing stores, which offered a wide range of visual and non-visual goods for the home and which actually began to actively conquer the then empty new market of organized retail trade in building and finishing materials. Of the most famous, these were: OBI, Leroy Merlin, K-Rauta, Castorama - which are significant competitors, including in Europe. Similar retail chains of Russian hypermarkets were Vimos, Metrika, SuperStroy, Domocentr, Stroylandiya, Domovoy, Maksidom and others. In fact, almost every region in Russia has its own construction retail supermarkets, which so far have significant advantages over foreign DIY hypermarkets.

In Ukraine, such networks turned out to be local players - Novaya Liniya and Epicenter. In other republics of the Soviet Union, this is still not a sufficiently developed retail segment. So in Kazakhstan, it is at the initial stage, and is represented by such stores and chains as 12 MONTHS, STROYMART, COMFORT, MEGASTROY.

In principle, the format and assortment of DIY goods can always include a fairly wide product range, items and products necessary in the household, including:

Construction goods, for finishing housing and premises, the so-called visual groups of goods and the direct execution of building repairs, the so-called non-visual groups of goods. These include wallpapers, paints and varnishes, accessories for furniture, doors, finishes, all types of roofing, drywall, floor coverings of all types (laminate, linoleum, PVC coating), carpeting, various grouts, dry building mixes, nails and others. consumables, fasteners, cement, insulation, including thermal insulation, adhesives and sealants, various solvents and, of course, much more;

Entrance metal and interior wooden, veneered or laminated doors;

Working construction and special clothing, gloves, construction rubber shoes;

Wood products: panels, wood paneling, plywood, OSB and other types of products made of wood or derivatives;

Various security systems, electronic intercoms and alarms;

Electrical and lighting engineering: lighting fixtures, chandeliers, floor lamps, garden lights, light bulbs, cables, transformers and various other electrical appliances;

Water supply and sewerage systems, including external ones, these are plastic pipes, various valves, plumbing fittings, and so on;

Tools, including hand tools and electric tools, consumables for them;

Prefabricated furniture, including various kitchens, tables and chairs, prefabricated shelves;

Plumbing, these are baths, compacts, toilets, sinks with legs, showers, faucets and taps.

And this is not a complete list of products in the DIY segment. In principle, products and goods "DIY - DIY" can also include goods for the garden and garden, for example, flowerpots, various tools for working on the site, garden equipment and garden tools, and even fertilizers and seeds, seedlings, as well as soil for house plants and of course living plants.

Features of the DIY format in the countries of the former USSR

Building supermarkets and hypermarkets in Western countries ensure that the buyer can independently use the purchased goods and items to complete their repairs, equip an apartment or other housing. The services of professional specialists in Europe are expensive, which is why in most supermarkets and hypermarkets (self-service stores) customers are taught in detail directly on the screens existing on the trading floor: how to independently replace the faucet, stick wallpaper on the wall or perform work on arranging an open veranda. At the same time, this service is becoming one of the most relevant and important for the buyer in Europe, in addition, in DIY supermarkets, you can always get additional pos-materials, in which simple household processes and work are described in detail in the pictures so that a person can independently perform them at home.

In the CIS countries, there is an idea that such a format of building supermarkets could be called Do it for me, which would mean “Do it for me”, since large projects in an apartment, for example, a major overhaul of a turnkey house or arranging a bathroom with us more and more often they trust professionals, the so-called foremen, and the owners of the house themselves in the majority choose materials or interior items, and as for the choice of drywall, for example, as a rule, they do not do this and professionals make their own choice, the apartment owner only compares with publicly available prices.

Experts in various countries argue that if earlier the main and significant category of buyers (more than 70%) of construction stores were men, now the choice of goods in the DIY category is made by women and is already almost on an equal footing with men, especially with regard to the choice of visual goods and goods for home improvement. Most likely, this is due to the further development of the product range in DIY hypermarkets, which often already includes dishes, ready-made and cut curtains, curtains, vases, home renovation products and other little things for the home, which then become details of home interior and comfort.

Familiar for buyers both men and women and beneficial for shareholders and owners, proven by work and time, is now being further developed in all countries of the former Soviet Union, such as Russia, Ukraine, Kazakhstan, Belarus, Georgia, and new DIY supermarkets and hypermarkets are already well-known networks open annually.