“不做了。”在河西一家居建材广场苦心经营了多年的李群昌熬过了2008年全球经济危机，却终没能熬过2012年。

“Don't do。”In the hexi a household building materials square had years of painstaking management LiQunChang survived the global economic crisis in 2008，But eventually can't survive in 2012。

　　撤离，成为近期长沙不少家居建材老板们的决定6月20日上午，河东一家居建材广场5楼，有近5家家居门店关门，北城一家居广场不少门店推出“工厂抄底价”等活动；7月5日上午，河西一家居建材广场有20余家门店撤出，同日下午，城南的一家居广场有3家门店关闭。“因为低迷半年多的长沙房市，下半年会朝哪边走，他们实在心里没谱。”业内人士如此分析。

evacuated，Become a recent changsha household building materials bosses decision in the morning on June 20，Hedong a household building materials square the fifth floor，Nearly five household outlets close the door，A household square many store site launch“The factory floor price copy”Activities such as the；On July 5, morning，Hexi a household building materials have withdrawn from more than 20 square shop，On the same day that afternoon，The south of a household square three stores closed。“For more than half a year the housing downturn in changsha，The second half on which side will go，They really MeiPu heart。”Industry insiders such analysis。

　　“大撤离”的另一面，是部分中小家居建材商的坚守，甚至有人打算趁低谷进入，他们最大的希望是市场拐点能在下半年出现。专家认为，一系列中小型家居门店的撤离，也预示着家居建材零售业的“坐商”时代已过去，贴近式营销和多渠道经营才能在行业低谷时期“捞金”。本报记者王城长

“evacuation”On the other side of the，Is part of the small and medium-sized household building materials business stand fast，Someone even while lows to enter，Their biggest hope is market inflection point in the second half to appear。Experts say，A series of small and medium household outlets evacuation，Also indicates the household building materials retail“quo”Era has in the past，Close to the marketing and business in the industry to multi-channel low period“Get gold”。Our reporter, long

　　实习生杨凤鸣 长沙报道

Interns YangFengMing changsha reported

　　[现状]

[situation]

　　1-6月长沙家居建材销量同比下滑30%

1-June changsha household building materials sales dropped 30% year-on-year

　　“店面装修升级”的广告配以嘈杂的门店装修声，成为近段时间长沙家居建材广场的一道风景。不少门店悄然易主，原因是受房市低迷影响。

“Storefront fitment upgrade”Advertising match with noisy store decoration of sound，Become nearly time changsha household building materials square scenery。Many stores quietly easy advocate，The reason is influence by dismal housing market。

　　家居建材行情自今年年初来一路“溃堤”。据介绍，今年1-6月，长沙家居建材销量同比下滑30%左右，建材市场比家居更糟糕。河西一家居建材广场的战略发展部高级策划师透露，自去年12月份以来，L＆D陶瓷、爱空间陶瓷、LK陶瓷、奥米茄陶瓷、韩国大信橱柜、欧枫地板等品牌撤离该家居建材广场。截至目前，已有20多家门店撤离，其中包括原创空间家居、福悦床垫、玛利雅照明、致利家纺、樱奇、缘木轩等品牌，“去年、前年门店都是满的。”

Household building materials market since the beginning of the year to all the way“bursts”。According to introducing，The first 6 months of this year，Changsha household building materials sales fell about 30% year-on-year，Building materials market than household more bad。A household building materials of hexi square strategic development senior planner disclosed，Since since December last year，L&D ceramic、Love space ceramic、LK ceramic、Abstruse rice eggplant ceramic、South Korea big letters ambry、The maple floors and brand out of the household building materials square。So far，More than 20 stores have evacuated，Including original space household、F yue mattress、Mary and lighting、Cause the home textile、Sakura's、Margin wood porch brand，“Last year、The store is full。”

　　房市的“蝴蝶效应”扇动了整个长沙的家居建材市场，长沙的各大家居卖场都遇到了门店撤离的情况。知情人士透露，还有家居门店会“撤离”，“这些门店撤离的原因和经营状况有关。”

Of the housing“The butterfly effect”The changsha household beats the building materials market，Changsha each everybody at department stores have all had evacuated。People familiar with the，And household will store“evacuated”，“These stores the reason and operating conditions of evacuated about。”

　　案例

case

　　A.无奈退出 “如果没有钱赚， 本钱再多也不想搞”

A. but exit “If there is no money， Also don't want to get more capital”

　　“撤。”朱恒还是狠下心来做了这个决定。2010年，朱恒在河西一家居建材广场负一楼谋到了一个288平方米的门店，经营两个品牌锦绣伟邦松木和米隆沙发，当时装修就花了十多万。回想自己进入这个行业的初衷，朱恒介绍，当时听说一些朋友赚了钱，自己也初步调研了下，觉得有利可图，就进来了。没想到的是，去年年底风向有变，而今年以来更糟。“今年上半年至少亏了6、7万。”这让家底本不丰厚的朱恒心痛。

“Removed from。”ZhuHeng or malicious to do the decision。2010 years，ZhuHeng in hexi a household building materials square negative first floor to find a 288 square meters of shops，Business two brand splendid WeiBang pine and meters long sofa，When decorate took ten over。Think about your into the industry's original intention，ZhuHeng introduced，When heard some friends make money，Their preliminary investigation also for the next，Think profitable，Came in。Thought is，The end of last year the wind change，And since this year worse。“In the first half of this year at least lost 6、70000。”This let the rich ZhuHeng don't lose heart。

　　为了提升业绩，朱恒曾尝试过进小区打广告、搞促销，还在齐家网上搞了一年的网上推广，但点击率不高，效果也不好。朱恒认为自己撤离的直接原因不是资金短缺，“如果没有钱赚，本钱再多也不想搞，因为反正是亏。”

In order to improve performance，ZhuHengCeng tried to advertise into village、promotion，Also in online for a year make its online promotion，But click-through rate is not high，Effect is bad also to。ZhuHeng think they evacuated the direct reason for not short of money，“If there is no money，Also don't want to get more capital，Because it is a deficit。”

　　现年57岁的沙发门店老板李群昌也决定彻底不干了。从2007年到现在，李群昌一共换了3-4个品牌，门店面积由之前的380平方米变成现在的120平方米。现在李群昌正想办法清货。7月5日上午，李群昌的门店门可罗雀，李群昌记得，“6月30日卖出去两套沙发后，到今天还没一笔生意。”而李群昌自2007年开始租的门店，5月底也到期了。“如果要续租的话，这个门店每平方米租金要涨6元。”这也是促使李群昌撤离的一个因素。

Fifty-seven year old sofa store boss LiQunChang also decided to completely quit。From 2007 to the present，LiQunChang's changed three to four brand，Store the area from 380 square meters into now before the 120 square meters。Now LiQunChang is trying to clear goods。On July 5, morning，LiQunChang stores there，LiQunChang remember，“June 30 sell go out after two sets of sofa，Today is not a business deal。”And LiQunChang since 2007 rent door inn，At the end of may also expire。“If want to renew it words，The store every square metre rent will go up $6。”This also contribute to the withdrawal of LiQunChang a factor。

　　B.逆势而入 趁低谷找好门面，期待下半年行情好转

B. the low against the while looking for good appearance，Look forward to the second half better prices

　　在大环境不好的背景下，仍然有不少坚守者。

In the background of the bad environment，There are still many stick to one。

　　“我做这一行有20多年了，老客户多了，信誉度也做出来了。”家具商胡笑容说，虽然今年行情比往年差很多，但对自己影响不大。而另一个高端家居门店相关负责人表示，“中低端家居市场受到的冲击比较大，当下我们门店总体销售还可以，因为主要是做高端市场。”

“I have been in this line for more than 20 years，Old customer more，A credibility。”Hu furnisher smile said，Although prices this year than in the past a lot worse，But the impact is not big。And the other high-end home store officials say，“ZhongDiDuan household market were hurt more，Then we store overall sales can also，Because the major is doing high-end market。”

　　此外，还有一些人“逆势而上”，他们对下半年家居建材市场的反弹寄予了很大希望。

In addition，And some people“Woes on”，They live in the second half of the bounce of the building materials market had great hope。

　　卓木王红木家具长沙总代理负责人纪永青之前在青岛经营家居，他直言“这个时候进入长沙能够花相对少的钱找到比较好的门面，我这个门面位于电梯口，到了今年9、10月份这个价格肯定拿不到。”之所以南下长沙，纪永青有两个预判，一是在全国省会城市中，长沙的房价相对较低，上升的空间比较大，近期国家出台了相关政策，下半年的经济形势应该比上半年好；二是，一般而言，上半年家居市场一般不太好，今年更差一点而已，从9月底开始应该会有一个起色，一直到年底。“有一点可以肯定的是，现在低谷进入肯定没错。”

King ZhuoMu annatto furniture of changsha general agent JiYongQing in Qingdao household before operation，He talked bluntly“This time into the changsha can spend less money to find good appearance，I this appearance is located in the elevator，In September this year、In October the price must not taken。”Changsha is down，JiYongQing has two anticipation，One is in the national capital city，Changsha house prices relatively low，Rise of the space is larger，Recently the country has issued a relevant policies，In the second half of the economic situation should be good than the first half；2 it is，Generally speaking，In the first half household market generally is not so good，This year more almost just，At the end of September should start from there would be a start，Until the end of。“One thing is for sure，Low into the sure right now。”

　　[专家支招]

[experts support]

　　进驻小区，多品牌经营

Stationed in the area，More brand management

　　加强与房企联系

Strengthen the contact with room enterprises

　　据介绍，长沙每年有近20%左右的家居零售门店淘汰，今年因房地产行情不好，形势更加严峻。

According to introducing，Changsha each year almost 20% of household retail store eliminated，This year of real estate market is bad，More severe situation。

　　长沙市家具协会秘书长陈汉兴分析，房市整体不好，直接影响对家具的需求；同时，消费者的收入预期，也直接决定其购买力；此外，网购渠道对实体零售渠道冲击很大，因为网店经营成本小，更具价格优势。

Changsha city furniture association secretary-general ChenHanXing analysis，Overall bad housing market，Directly influence the demand of furniture；At the same time，Consumers' income expectations，Also directly determine its purchasing power；In addition，E-commerce channel has a great impact on the entity retail channels，Because the shop management cost is small，More price advantage。

　　陈汉兴认为，当前不少家居零售门店陷入困境的诱因有：一、实体门店辐射的范围有限；二、随着商场的进一步开发，更多门店的进驻，无形增加了竞争压力，缩减了市场份额。目前长沙上规模的家具建材市场有十多家。这也给经销商代理商增加了压力，每一个商场考虑布点，如果不布点就意味着要失去相应的市场。

ChenHanXing think，The current many household retail store mess up the incentives：a、The scope of the entity store radiation is limited；two、With the further development of the market，More in store，Intangible increased competitive pressure，Shrunk the market share。At present changsha on the scale of furniture building materials market has more than ten home。It also gives dealers agents have increased pressure，Every store points to consider，If not putting means to lose the corresponding market。

　　在这种背景下，如何突破成为关键。陈汉兴建议，首先，经销商应该多经营代理几个品牌，这样互补性更强，不至于吊死在一棵树上；其次，要改变经营观念。经销商不能只在店里等顾客，而是积极、巧妙地走出去，比如，直接进小区推广，加强与房地产公司等相关联的企业紧密联系，实现资源共享，采集更多信息，第一时间做出反应；再者，生产企业、家居建材商场也应给这些品牌经销商支持，因为销售是一个品牌做大做强的关键一环，只有这样才能实现共赢。

In this context，How to break through the key。ChenHanXing Suggestions，first，Distributor should be more business agency a few brands，So more strong complementary to each other，Not hanged in a tree；second，To change the management idea。Dealers can not only in the store and customers，But positive、Clever ground to walk out，For example，Directly into village promotion，Strengthen and real estate companies, such as closely associated enterprises，To realize the resource share，Acquisition more information，The first time a response；moreover，Production enterprise、Household building materials market should also give these brand dealer support，Because sales is a brand and a key link，Only in this way can we achieve a win-win situation。

　　至于整个行情的趋势，陈汉兴表示，长期来看，长沙家居市场的潜力很大，经销商能否继续坚持下去关键要看其是否有雄厚的资金实力、是否做好调整经营理念、改变营销战略的准备，同时是否对自己将要代理或已经代理的品牌有充分了解。经销商选择商场时，要重点考虑商场的人气、定位和影响力。

As for the whole market trend，ChenHanXing said，In the long term，Changsha household market potential is very large，The dealer will continue to insist on the key to see if it has abundant capital actual strength、Would be adjusted management idea、Change the marketing strategy of preparation，And whether they would be agent or proxy brand has been fully understanding。Dealers choice when shopping mall，Shall we consider the popularity of the mall、Positioning and influence。

　　长沙海洋木门有限公司总经理刘锷认为，品牌优势很关键，在行业里没有形成品牌效应、没有强有力的运营模式的商家退出的可能性很大，“这是一件好事，刚好让这个行业沉淀一下。”

Changsha Marine wood door, general manager of LiuE think，Brand advantage is a key point，In the industry not form a brand effect、Without a strong operation mode of the withdrawal of the merchants of possibility is very large，“This is a good thing，Just let the industry the precipitation。”