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家居品牌寻“生活增量”，恒洁IP场景化探索

家居百科
2026-10-12 17:56

Real Estate Market Transition and Home Improvement Trends Real Estate Market Transition and Home Improvement Trends

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 an era of inventory. The proportion of second-hand house transactions has increased from 27% in 2020 to 46% in 2025, and further to 52% in the first eight months of this year. At the same time, urban development is shifting from large-scale incremental expansion to quality improvement and efficiency enhancement. 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 addition to hardware updates, services and experiences are becoming an important part of quality life. According to National Bureau of Statistics data, service retail sales increased by 5.0% from January to July this year, significantly faster than merchandise retail sales; retail sales of tourism consulting and leasing services, and cultural and sports leisure services increased by 11% and 10.1% respectively. According to data from the Ministry of Culture and Tourism, domestic residents traveled 3.463 billion times in the first half of the year, an increase of 5.4%. From housing improvement to cultural tourism, sports, and leisure experiences, consumers' understanding of quality life is extending to more diverse life scenarios.

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

From Family Spaces to Urban Life, the Boundaries of Quality Experience Continue to Expand

At the same press conference, the MHURD also pointed to the core of "good housing" as safety, comfort, greenness, and intelligence. At the same time, according to the "15th Five-Year Plan for Urban Renewal," in the next five years, the country plans to start the renovation of 11.5 million urban and rural old residential areas. The demand of consumers for "better living" is continuously falling to specific levels.

At the same time, experience-based consumption such as culture, sports, and leisure remains active, and urban public life has become an important part of people's perception of quality life. Home brands have thus gained new expression space: not only solving real needs within the home but also using travel, culture, and public activities in cities to allow consumers to more directly experience the lifestyle advocated by the brand.

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

This space innovation is valuable in that it transforms complex technology and solutions from fixed displays into mobile experiences. Consumers can enter a real bathroom space during travel, in the streets, and at public events, and the product capabilities are transformed from parameter expression to tangible, touchable, and feelable life content, making urban public spaces a new entry point for quality experience.

Music, Sports, and Culture Continuously Expand, "Joyful Movement" Forms a Unified Expression

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

Music is the most prominent line this year. In April, Hengjie jointly held the "Hengjie Night" grand concert in Foshan with National Geographic China and Tencent Music Entertainment Group, with powerful music artists such as Wang Zongwei, Yung Siu, and Supper Moment taking the stage in turn. In August, the music narrative extended to Nanjing, and the "Hengjie Night" concert in the Yangtze River Delta opened, with Wang Lixin, Lu Hu, and Summer Invasion taking turns to sing. As the Hengjie ambassador of quality life, Wu Kejun performed at both stations, singing the Hengjie quality life inspiration single "In This Moment." From the Greater Bay Area to the Yangtze River Delta, two city music events attracted more than 40,000 live audience members, 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 plays a new role. 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 between the two at a life level - quality not only exists in hardware parameters but also in relaxation, joy, and daily rhythm.

Sports further enriches the value dimension of "Joyful Movement." This summer, Hengjie added fuel to the fire,冠名赞助了第二十届佛山"西甲"，with 48 teams and 1056 players participating in 104 matches, bringing teams and audiences from Hong Kong, Macau, and multiple cities in the Greater Bay Area to the same stadium. For Hengjie, which originated from the manufacturing soil of Foshan, this mass event connects urban culture, local manufacturing, and public enthusiasm, making "Joyful Movement" 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, and the city tour never stops. This year, city events were held in cities such as Sanya, Nanjing, Yangzhou, and more. During the Mid-Autumn Festival and National Day, the brand continued to travel to cities such as Beijing, Chongqing, Jiangxi, Tianjin, Baoding, and more. Hengjie makes every arrival fit the local city texture and life scene, making quality happen in "this moment," within reach, and the brand IP thus forms a more continuous cognition.

From City Back to Home, Let Experience Sink into "Life Increment"

The scene continues to expand, while the home remains the original point of quality.

On September 26th, Hengjie launched the Super Product Month event at Beijing Jingdong MALL, focusing on new products, space experience, and family renewal, and was participated in by Peng Chuyue as the "Day Store Manager" for music interaction and product experience. Jingdong MALL provides a more complete family consumption environment, and the quality life feelings accumulated in music, sports, travel, and space experience are thus re-entered into the real home space.

This path also resonates with the "Renewal China Campaign." Hengjie combines product experience with renewal flash installation, worry-free services, and support for used-for-new exchanges, and the lifestyle shown by the mobile full-bathroom experience space ultimately enters the family through specific products, installation, and long-term services. A relatively complete chain is formed throughout the year: experiencing beauty in the city, participating in life in music, sports, and travel, and then bringing this expectation for quality back to the daily living space.

From a commercial perspective, this is also a change that is worth paying attention to in the "inventory era." The scale of new housing is decreasing, but consumers have not stopped 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 Hengjie responds to these needs with products, services, and new urban experiences. This two-way relationship makes "life increment" have a more specific meaning: it not only provides new quality solutions for existing families and spaces but also allows consumers to obtain real beautiful experiences in the process of participation.

Hengjie's "Joyful Movement" presents this approach at a stage of practice. It expands the space of the city, connects music, sports, travel, and quality residential living, and then returns to the daily scene along the family renewal. The value of the brand IP also gradually moves from a communication theme to a long-term content asset, continuously answering the same question among different cities and lifestyles - how can quality life really happen?

What is even more worth observing in the future is that after the real estate market enters the inventory era, relying on the external field of the city to create a beautiful experience, through the brand renewal mechanism, guiding users to bring this beauty back to the family, forming an experience feedback loop that drives the continuous improvement of products and services. As the cycle gradually forms, 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 inventory era.