TRENDS IN DEVELOPMENT OF THE RUSSIAN DIY-MARKET («DO IT YOURSELF»)

Modern trading companies carry out their activities in the conditions of market relations, which are caused by the peculiarities of the market functioning. In order to strengthen their market positions and survive in the competitive struggle, trade enterprises are forced to improve their sales management methods in order to maximize profits, while increased requirements must be placed on the resource efficiency of the sales system of the trade organization. The sales management system at the enterprise should ensure the effectiveness and quality of calculations for all indicators and contribute to the efficiency of management decisions, which today is difficult without the use of modern information technologies. Therefore, the successful development of any trading company depends on how well, competently and effectively organized sales management in a trading company. The abbreviation DIY means “Do it Yourself” and translates from English as “Do it yourself”. Initially, this category included all types of activities that a person was engaged in independently (making furniture with their own hands, etc.). DIY networks have become widespread all over the world. Thirty years ago, the abbreviation DIY meant-to make yourself something that can not be found on sale, today, basically, the main motive of DIY is creativity, the pleasure of working with your hands. A DIY store can be a small Department for needlework, an online marketplace for selling ingredients for brewing beer, or a small room where plumbing and materials for its repair and installation are sold. However, more than half of the DYI market in trade is occupied by stores with a large range of goods for repair, construction, home and garden. DIY is often identified with Hand Made. There is a significant difference between these two concepts. Hand Made-property of the finished product. DIY is the ability to create a product, guided by the instructions for its manufacture.

DIY, net profit of the company, remodeling, retail, revenue, service, market, assortment, small wholesale channel, international network.

Morozova I. A., Luzin M. A. Trends in development of the russian DIY-market («do it yourself»). Business. Education. Law, 2020, no. 1, pp. 73–77. DOI: 10.25683/VOLBI.2020.50.137.