首页即时动态家居品牌“生活增量”之道：恒洁“乐动此间”IP场景化演进

家居品牌“生活增量”之道：恒洁“乐动此间”IP场景化演进

来源：家居百科时间：2026年10月12日 15:03

Real Estate Transition: From New Supply to Quality Living

On September 18th, the Ministry of Housing and Urban-Rural Development (MHURD) announced at a press conference held by the State Council Information Office that the real estate market has entered the era of stock supply. The proportion of second-hand housing transactions increased from 27% in 2020 to 46% in 2025, and further reached 52% in the first eight months of this year. At the same time, urban development is shifting from large-scale incremental expansion to stock quality and efficiency improvement. The structural change of housing demand has posed a more specific question to the home industry: as the natural growth space brought by new housing narrows, the quality improvement of existing housing and families is becoming a new source of value.

As housing development gradually shifts from new supply to quality improvement of existing spaces, the connotation of living improvement is also expanding in parallel. In addition to hardware updates, services and experiences are becoming an important part of quality life. According to data from the National Bureau of Statistics, service retail sales increased by 5.0% from January to July this year, significantly faster than goods retail sales. The retail sales of tourism consulting and rental services, cultural and sports leisure services, respectively, increased by 11% and 10.1%. Data from the Ministry of Culture and Tourism shows that domestic residents made 3.463 billion trips in the first half of the year, an increase of 5.4%. From housing improvement to culture and tourism, sports, and leisure experiences, consumers' understanding of quality life is extending to richer life scenarios.

Hangjie has been exploring more expressions of quality life around urban culture and tourism since 2024. As one of the brands in the bathroom home industry that first brought product experience into travel and public spaces in cities, Hangjie continues to connect cities and families with mobile full-bathroom experience spaces. Entering 2026, this path further extends to music, sports, culture, and family renewal, gradually forming a brand mainline that runs through urban scenes and daily life.

Hangjie Mobile Full Bathroom Experience Space

Expanding the Boundary of Quality Experience from Family Space to Urban Life

At the same press conference, the MHURD also pointed the core of "good housing" to safety, comfort, greenness, and intelligence. At the same time, according to the "15th Five-Year Plan for Urban Renewal", over the next five years, China plans to start the renovation of 11.5 million urban and rural old communities across the country. Consumers' demand for "better living" is continuously falling to the specific level.

At the same time, experiences such as culture, sports, and leisure are maintaining active growth, and urban public life has become an important component of people's perception of quality life. Home brands have thus gained a new space for expression: not only solve real needs within the home, but also through travel, culture, and public activities in cities, allow consumers to more intuitively feel the lifestyle advocated by the brand.

Hangjie has taken the lead in space innovation in this change. In 2026, the newly upgraded global first Hangjie mobile full-bathroom space experience vehicle continues to travel across the country, transforming the originally relatively fixed quality bathroom experience into a space carrier that can move with the city and enter different life scenes.

Hangjie Mobile Full Bathroom Space Experience Vehicle

Within the space, Hangjie connects toilet, washing, beauty and bath experiences with multi-scenario bathroom solutions. There are also four "global firsts" technologies certified by艾瑞咨询 (Airey Consulting) that strengthen the quality foundation: The R series intelligent toilet improves comfort and cleanliness experience with 3D comfortable wash and 0-distance sterilization technology; The N series wall-mounted intelligent toilet uses an innovative non-water tank ultra-thin bracket to release space and also takes into account later maintenance; The T series smart shower is equipped with the Hangjie Changan® system, which improves the bathing experience in multiple ways.

Hangjie Product Experience Event at Jingdong MALL

This space innovation brings value by transforming complex technologies and solutions from fixed displays into mobile experiences. Consumers can enter a real bathroom space in travels, streets, and public activities, and product capabilities are transformed from parameter expressions to visible, tangible, and perceptible life content, making urban public venues new entries for quality experiences.

Music, Sports, Culture, and Tourism Continuously Expand, "Le Dong Ci Jian" Forms a Unified Expression

If the mobile full-bathroom experience space changes the location of the brand, then music, sports, and urban culture further enrich the ways Hangjie connects with life.

Music is the most distinctive line this year. In April, Hangjie joined hands with National Geographic China and Tencent Music Entertainment Group to launch the Greater Bay Area Hangjie Night Star Concert in Foshan, with artists such as Yung Ching-fai, Supper Moment performing successively. In August, the music narrative extended to Nanjing, and the Yangtze River Delta Hangjie Night opened with Wang Lixin, Lu Hu, Summer Intrusion Enterprise Plan performing. As Hangjie's quality life ambassador, Wu Kejun also performed at two stations in succession, singing the Hangjie quality life inspiration single "Zhi Ci Jian". From the Greater Bay Area to the Yangtze River Delta, the two city music events attracted over 40,000 live audience, and the mobile full-bathroom experience space was set up on-site to connect the emotional experience brought by the performance with the real home scene.

Music here serves a new function. Bathroom products usually revolve around comfort, health, and cleanliness, which all point to people's physical sensations; music also directly affects people's emotions and states. There is a connection at the level of life – quality not only manifests in hardware parameters but also exists in relaxation, joy, and daily rhythm.

Sports further enriches the value dimension of "Le Dong Ci Jian". This summer, Hangjie added fuel to the flame, with the theme of "Ignite This Moment", sponsoring the 20th Foshan "La Liga". 48 teams, 1056 players participated in 104 matches, gathering teams and audiences from cities in Hong Kong, Macau, and the Greater Bay Area at the same stadium. For Hangjie, which originates from the manufacturing soil of Foshan, this mass event connects urban culture, local manufacturing, and public enthusiasm, making "Le Dong" further present as a kind of rooted in the streets, vigorous and upward life passion and urban spirit.

Concerts and events are high-light nodes, but the city journey never stops. This year, cities such as Sanya, Nanjing, Yangzhou, and other cities have launched city events; during the Mid-Autumn Festival and National Day, the brand continues to visit Beijing, Chongqing, Jiangxi, Tianjin, Baoding, and other places. Hangjie makes every arrival fit the local city texture and life landscape, making quality happen in the "This Moment", within reach, and the brand IP forms a more continuous cognition.

From City Back to Family, Let Experience Deposit as "Life Increment"

The scenario keeps extending, while home remains the original point of quality "This Moment".

On September 26th, Hangjie launched a Super Brand Month event at Jingdong MALL in Beijing, focusing on new products, space experience, and family renewal, with Peng Chuyue participating in music interaction and product experience as the "One-Day Store Manager". Jingdong MALL provides a more complete family consumption space, and the quality life feelings accumulated from music, sports, travel, and space experience in the past are thus reintroduced to the real home space.

This path also echoes the "Revitalize China Campaign". Hangjie combines product experience with flash installation, worry-free services, and support for recycling old products, so that the lifestyle demonstrated by the mobile full-bathroom experience space can ultimately enter the family through specific products, installation, and long-term services. A relatively complete chain is formed throughout the year: feeling beautiful in the city, participating in life in music, sports, and travel, and then bringing this expectation of quality back to the daily living space.

From a commercial perspective, this is also a change that is worth paying attention to in the "stock supply era". The decline in the scale of new housing has not stopped consumers from pursuing better living experiences. Home appliance companies need to form a continuous interaction with consumers around "how to live better".

Consumers express their interests, preferences, and life expectations through music, sports, travel, and space experience, and Hangjie responds to these needs with products, services, and new city experiences. This two-way relationship makes "life increment" have a more specific meaning: not only provides new quality solutions for existing families and spaces but also allows consumers to gain real beautiful experiences in the process of participation.

What Hangjie's "Le Dong Ci Jian" presents is the stage practice of this idea. It expands the space of the city, connects music, sports, travel, and quality residential living, and then returns to daily life scenarios through family renewal. The value of the brand IP also moves from a communication theme to a long-term content asset, continuously answering the same question in different cities and different lifestyles – how quality life can actually happen.

What is even more worth observing in the future is that, as the real estate market enters the era of stock supply, relying on the external urban field to create beautiful experiences, and through the brand renewal mechanism, guiding users to bring this beauty back to the family, forming a positive cycle of experience feedback and driving the continuous evolution of products and services. When the cycle is gradually formed, the brand IP also has the opportunity to move from an annual content theme to a long-term life platform and become a continuous "life increment" in the stock supply era.