“一只南美洲亚马逊河流域热带雨林中的蝴蝶，偶尔扇动几下翅膀，可以在两周后引起德克萨斯州的一场龙卷风。”这就是被人熟知的“蝴蝶效应”，它形象诠释了初始条件下微小变化带来的整体连锁反应。对当前的家居建材市场而言，似乎也正在经历一场由暖转冷的尴尬局面。

“A South America the amazon rainforest butterfly，Occasionally a flapping wings，Can be in two weeks later cause of Texas a tornado。”This is the best known“The butterfly effect”，It explained the initial image under the condition of small changes bring the whole chain reaction。For the current household building materials market terms，Seems to also is experiencing a warm cold by the embarrassing situation。

　　上海一家知名实木地板品牌成都总代理余先生就曾向记者透露，楼市调控对家居市场产生了不可避免的影响，而且现在行业成本不断增加，利润已经开始下滑。记者日前走访成都多家家居建材市场也发现，与往年相比，消费者是“只问不买、看的人多买的少”。值得关注的是，家居业内的“退场潮”不断涌现，甚至波及全国知名家居连锁卖场，与此同时，部分家居卖场甚至还出现了关门歇业的现象。

Shanghai a famous brand of real wood floor general agent was Mr. Yu chengdu has revealed，Property market controls for household market produce the inevitable effects，And now the profession cost increasing，Profits have already started to slide。The reporter has visit chengdu several household building materials market also found，Compared with previous years，Consumer is“Only asked not to buy、See more people buy less”。There is concern，Household industry in“Exits tide”Constantly emerging，Even spread the national famous chain stores household，At the same time，Part of the household stores there was even a closed off phenomenon。

　　超四成商家正亏损经营

Super forty percent businessman is operating losses

　　2009年，随着楼市出现的“销售疯狂”及基础设施建设的积极推进，大批家居建材经销商如雨后春笋般涌现。但到2011年下半年，在度过了快速发展期后，伴随着楼市调控，家居建材经销商不得不面对行业萎缩带来的经营阵痛。记者从一家全国知名的实木地板品牌四川总代理处获悉，该品牌今年上半年的整体业绩下滑了40%左右，即使增加了门面，整体业绩也比以前低。“上半年只有一个月能达到收支平衡，其余月份基本都在亏损。在建材行业，各大品牌普遍面临销售额下降的压力，据估计有超过四成左右的商家都在亏损经营。”

2009 years，With the housing market appears“Sales crazy”And the construction of infrastructure, actively promote，A large number of household building materials dealers have mushroomed。But to the second half of 2011，Spent at after rapid development，With the housing market regulation，Home building materials agency have to face a shrinking of pain management industry brought。Reporters from a national famous real wood floor brand agent in sichuan province have learned，The brand overall performance in the first half of this year dropped 40%，Even if increased appearance，The overall performance and low than before。“Only in the first half a month can achieve balance，The other months in basic losses。In the building materials industry，Big brands facing common drop in sales of pressure，It is estimated that more than forty percent of the trade company operating in deficit。”

　　事实上，销售出现萎缩的不只是个案。据了解。2012年开年以来，一些大型经销商的业绩都出现了不同程度的下滑，最大下滑幅度甚至超过50%。“房地产调控带来冲击是直接原因，面对这样的现实，不少品牌商家的发展计划都暂时搁浅了。”有业内人士向记者表示。

In fact，Sales of not only the case appears atrophy。According to understand。A years，Some large dealers appeared in the performance of different degree of falling，The biggest decline or even more than 50% range。“Real estate regulation is the direct reason impact，Face the reality，Many brand of business development plans are put on hold。”The personage inside course to reporters。

　　部分卖场开始准备转行

Part of the stores began to get out

　　“我总结了一下，家居行业发展先后经历了捡钱、赚钱、挣钱三个阶段，现在则是亏钱，不管你付出多少，都不一定能做到收支平衡。一般来讲，行业发展三至五年，就会出现低谷期，但如今房地产调控带来的冲击是最为直接的。”一位在成都家居行业颇有影响力的老板有些无奈地告诉记者。

“I sums up，Household industry development has gone through the pick up the money、Make money、Earn money three stages，Now there are losing money，No matter how much you pay，Is not necessarily can break even。Generally speaking，The development of the industry for three to five years，Will appear troughs，But now the impact of the real estate regulation is the most direct。”A household industry in chengdu quite influential boss some helplessly told reporters。

　　“真正的变化是从去年下半年7月开始的，其实很多人对市场形势变化有所预期，但没想到来得这么快。”另一位从事地板销售的经销商则告诉记者，在去年7月份之后，公司的订单开始大幅减少。

“The real change is from the second half of July last year，In fact many people to market conditions have expectations change，But I didn't know come so soon。”Another engaged in the sales floor, dealers, told reporters，In the last year after July，The company began to sharply reduce the order。

　　记者发现，在装修行业，一些装修公司已因业务萎缩、成本上升压力而被迫缩减营运成本，但即使这样也难逃亏损的命运。“家装行业还好点，不存在产品库存等问题，但建材、家具业就没那么幸运了。”某装饰公司负责人告诉记者，旗下门店上半年整体业绩下滑了30%左右，即便是在销售旺季，也因为激烈的市场竞争获得不了太大的利益。“感觉行业现在波动挺大，企业为争夺客户也是各出奇招。”大自然地板的唐瑞林告诉记者。

Reporter discovery，In decorating a industry，Some decorate a company to already because business atrophy、The rise in the cost of pressure and was forced to cut the operating cost，But even so will suffer the fate of the losses。“Domestic outfit industry still good points，Don't exist problems such as product inventory，But building materials、Furniture is not as lucky。”Some adornment company officials told reporters，Its overall performance in the first half of stores dropped 30%，Even in the sales season，Also because of the fierce competition in the market gain not too big a profit。“A: it's a big wave now feel industry，Enterprise customers is the fight was recruit。”The nature of the floor TangRuiLin told reporters。

　　记者在采访中还了解到，原来一些非常抢手，需要托熟人、找关系才能进驻的家居卖场，现在居然出现了很多“空铺面”，而一家处于红牌楼商圈内的新卖场，虽然开业不到半年时间，但现在已在准备转行。

Reporters in the interview also know that，For some very hot，Need TuoShou people、Look for a relation to the household in store，Now incredibly appeared a lot“Calculates the empty”，And a red card in commercial circle in building the new stores，Although the practice is less than half a year，But now has set up a file in the get out。

　　多元化调整或是破局关键

Adjust the bureau or diversified key

　　某大型家居卖场市场管理人员告诉记者，以他们卖场为例，初步预计目前有30%的商家处于微利，50%左右的商家处于亏损状态，20%的商家供销能基本持平。

A large household stores market management personnel told reporters，In their stores for example，Preliminary is expected to 30% of businesses in the current broke even，About 50% of businesses in the red state，20% of the businesses can supply and marketing flat。

　　“付出多、收获少，今年上半年做了很多调整，好不容易基本持平，但未来谁都说不清楚。现在很多品牌发展比较慎重，步子稳妥一点应该没错。”在成都发展较好的某卧室品牌相关负责人向记者分析说，效益不好的卖场公司其实可以考虑关闭另寻出路。

“Pay more、Little gain，In the first half of this year to do a lot of adjustment，Very not easy flat，But the future who all don't know。Now a lot of brand development more prudent，Steps to be safe should be right。”A good development in chengdu bedroom brand to the reporter said the relevant person in charge of analysis，Benefit cost the company actually can not consider closing find another way out。

　　尽管市场不明朗，后市看似不太乐观，但不少家居企业还是使出浑身解数，力争拉动销售增长。记者实地探访了几家地板企业发现，不少品牌今年都在产品上做了积极调整：一方面立足高端，开发新产品；另一方面，推出性价比较高的中、低端产品，拉近和低端消费者的距离。

Although market is not clear，Market outlook appears not to be too optimistic，But many household enterprise or bend over backwards，Strive to lift sales growth。Reporter field visit several floor enterprise found，Many brand are the products this year made positive adjustment：Based on the high end，Develop new products；On the other hand，Out of the high cost performance、Low-end products，Close the distance and low-end consumer。

　　“家居行业的多元化调整，明显是为迎合市场需求。”一位业内资深人士告诉记者，成都目前的小户型刚需楼盘卖得不错，而保障性住房的受众主要是相对低收入的群体，为迎合这部分客户的需求，越来越多的企业进行有针对性的调整，这很有必要也或是未来破局的关键。本报记者 楚昌良

“The diversity of household industry adjust，To meet the market demand is obvious。”A senior people in the industry, told reporters，Chengdu current small family just need to building dish to sell well，And the affordable housing is relatively low income main audience group，To cater for this part of the needs of the customers，More and more enterprises targeted adjustment，This is necessary or broken innings of the key to the future。Our correspondent ChuChangLiang