The past two years, the ceiling industry continues experiencing soaring raw material prices, labor costs and labor are high, and constantly open new stores, but also to follow up on the profits of many companies are diluted and various shocks. The intensified ongoing real estate control policies, in addition to the fight against real estate speculators, restrictions on foreigners to purchase, but also to the confidence of many qualified buyers rigid demand fluctuations by the owners, they began to wait and see, which led to its renovation and purchase ceiling demand for the product were delayed accordingly. Ceiling consumer demand segment of market regulation in favor of the real estate market environment purification, will engage in speculative investment buyers and people out of the market, so that the true proportion of the demand increase rigidity. Meanwhile, consumer groups and market demand ceiling also will be more segments. Owned luxury high-income groups, still tend to choose high-ceiling products. Conditional purchase of real estate owners rigid demand, once housing prices dropping, you have ample funds for renovation. Subject to the policy limits and consumers can not purchase in the short term, will be moved to the rental market, in order to improve the living environment, which some people will be more to choose a strong function of small items or disposable commodities. For many homeowners already have in terms of housing, subject to policy limits can not purchase again, old house renovation or replacement, purchase furniture, building materials, has become the only way to improve the environment of the ceiling. Because of the government to promote the construction of affordable housing, affordable housing for the owners would constitute incremental demand for furniture. Due to limited funds, they will be targeted at the low-end favorite affordable and practical products. Given the large number of companies are already actively explore ceiling decoration and protection of the secondary housing market, the future of the two parts of consumers will have more choices in products and services. Online shopping trend ceiling some more strength forerunner successful e-commerce operation, so that once stick to the traditional channels of brand saw the surging power of the network. This year there are more brands test the waters of e-commerce, online shopping ceiling products also will be toward more mature, standardized direction. Of course benefit consumers, but at the same time enjoy the low prices, consumers still need to think clearly, to prevent falling net purchase traps. Ceiling suburbs consumption easier once only show in the city in large ceiling ceiling brand stores, in 2011 is expected to more and more towards the suburbs. Under the regulatory impact of the decline in the volume of urban real estate sales led to insufficient driving force behind the ceiling, while the construction of affordable housing in the continuous expansion of the suburbs, will undoubtedly provide a new revenue stream for the ceiling industry. Consumers no longer tiring suburbs to the city center, but in the vicinity of their own on the alternative to satisfaction. For affordable housing property owners even more so, because many will simply store brand ceiling open to the community surrounding it, provide targeted products and services to this part of the owners. Ceiling home market after the throes of an orderly regulation of real estate will be recalled later, it seems that the regulation itself has no direct impact on the ceiling consumption. But this attitude as well as changes in the market of real estate companies regulated ceiling after all, is to allow consumers to feel the power of market regulation has penetrated into the ceiling into everyday life. If you say that the price is regulated pains, that we should be more concerned about the throes of joy after. After market regulation, ceiling market freeze, public limited companies in order to seize market share, certainly do everything possible to find a way to gain market share. In the ceiling industry homogenization more serious moment, businesses will be through the introduction of new products, the update service to attract consumers, it also means that consumers will have more initiative, even selective bargaining power. Impact of regulation not only this, the current ceiling market was mixed, but the market turmoil highlights of Matthew, small scale, weak brand positioning fuzzy business is likely to be eliminated, the survivors go through such a test after completion must be ashes and won a good future.

keywords: Integrated ceiling, consumption, demand analysis,