/PRZWT/BEIJING, Nov. 26, 2024 - In the animated world outlined by the renowned director Hayao Miyazaki, there is a mysterious "moving castle" that has left a deep impression on movie fans.
In real life, there is also a'mobile castle 'that has attracted the attention of more than 300 million people on the whole network.
This year's National Day 318 Sichuan-Tibet Line, the emergence of a "unique" mobile full-health experience space, triggered self-driving tourists to stop and clock in. Some people share its traces online, and some tourists expect to meet it by chance.
Unlike the "moving castle" in the animation world, the real mobile full bathroom experience space is not only free for tourists, but also allows tourists to enjoy a quality bathroom experience during the journey.
It is understood that this is a brand public welfare created by Hengjie, a domestic bathroom brand, on the eve of this year's National Day. Different from the traditional public welfare form, Hengjie has directly moved a figurative and experiential bathroom space onto the Sichuan-Tibet line and presented it to tourists. This bold move breaks through the stereotype of public welfare, allowing consumers to see the novel form that shines in front of their eyes, and further deepens the trust between the brand and consumers.
In fact, Hengjie has been taking action to protect the national quality bathroom. Focusing on the quality transformation of human settlements bathroom space, Hengjie relies on the "Renewal City Plan" and joins hands with "Dream Renovator" to create a quality living model for people; in order to build a new paradigm of public space, Hengjie has launched the "This Space is China" renovation plan since 2022, injecting new vitality into the beauty of the city; and at the beginning of this year, Hengjie also joined hands with China National Geographic to explore the quality iteration of Damei space under the theme of "There is always beauty here".
Through a series of public welfare practices, we can see that Hengjie, with its strong professional ability, continues to reshape consumers' expectations for "quality", and also sets a benchmark for business goodness in the bathroom industry.
Breaking traditional public awareness in innovative forms
From Tencent 99 Charity Day, WeChat Pay "Knowledge Starlight Charity Plan" to ByteDance "DOU Love Charity Day"... In recent years, more and more brand philanthropy is trying to eliminate the traditional stereotypes in the hearts of the public.
Hengjie's mobile Quanwei experience space is undoubtedly a bold attempt. For this innovative brand public welfare, it can be interpreted from the following three angles.
One is the depth and diversity of Hengjie's insights into consumer demand.
It is also a deep insight into the quality bathroom needs of consumers. Hengjie cuts into the bathroom experience space of consumers, but not just between square inches, but extends the quality space to human space, public space, outdoor space, and expands the boundaries of quality life through the form of "space".
For Hengjie, it not only distinguishes its own philosophy from common brand value propositions, but also shortens the distance with consumers and helps the brand gain consumer recognition.
The second is Hengjie's innovation in the form of brand public welfare.
Nowadays, every form of marketing innovation and transformation cannot be divorced from the theme of young consumers. With the emergence of the new generation of consumers such as the post-00s, they place more and more emphasis on experience and participation. The once traditional public welfare marketing methods have been difficult to touch the heartstrings of young people.
During the National Day, in addition to clocking in the beautiful scenery along the way, tourists who drove the Sichuan-Tibet line also got a happy mood in a mobile bathroom space with a blue appearance and exquisite interior. This mobile bathroom space composed of shower area, vanity, bathroom and other functional areas for experience not only surprised tourists, but also aroused widespread attention and resonance among netizens online.
On the one hand, the combination of bathroom space + Sichuan-Tibet line is quite contrasting, but it also adds a sense of freshness that you want to feel. On the other hand, relying on its own products and the ability of Quanwei space solutions, it integrates its own advantages and finally shows it to tourists in the form of mobile Quanwei experience space, which is not only a bold and creative move, but also "unprecedented" for the bathroom industry.
More importantly, the mobile full-bathroom experience space is not a gimmick. The internal integration of "Yue · Yufeng" and "Yue · Jinran" two full-bathroom space solutions; N8S smart toilet, TK9 series water net constant temperature concealed shower and other smart products; as well as the intuitive experience of hundreds of tourists boarding the car, they can all feel Hengjie's sincerity.
The third is that Hengjie combines brand public welfare with brand concept.
By creating a mobile full-health experience space, Hengjie not only provides tourists with a quality bathroom experience during the journey, but also conveys its brand concept of unremitting pursuit of quality life. This combination is not a simple superposition, but injects the core value of the brand into the public welfare action, making public welfare an important carrier for brand communication and value transmission.
Inject social responsibility with longevism
Nobel Prize-winning economist Milton Friedman once said that the greatest social responsibility of a business is to make profits.
With the passage of time, more and more enterprises are breaking away from the traditional concept of profit as a single goal, emphasizing service and return to society.
In terms of fulfilling social values and practicing social responsibility, Hengjie has been taking action.
In order to upgrade the quality of living space, Hengjie has successively launched innovative services such as "Free Circuit Renovation of Bathroom Space" and "Hengjie Flash Package". In 2023, Hengjie will provide home renovation for families in distress and special needs through the "Renewal City Plan", showing its full responsibility.
In addition, Hengjie also cooperated with People's Daily New Media and Xinhua Bookstore to launch the "This Space is China" public health space renovation and upgrading project, creating high-quality bathroom space solutions through excellent technical products, so that more people can feel the style of modern China. In Guangzhou Baiyun Airport, Taishan Scenic Area, Dali Erhai Lake and other places, Hengjie also integrates high-quality bathrooms into public spaces to bring a comfortable experience to the public.
In the first half of this year, Hengjie partnered with China National Geographic to create a "There is always good here" marketing campaign, circling "Great Beauty Space" through the iconic "C" box to convey the attitude and values of pursuing a better life.
As a continuation of "beautiful here", Hengjie's first mobile Quanwei experience space debuted on the 318 Sichuan-Tibet Line, which is an innovative attempt of brand public welfare practice and a concrete embodiment of long-term social responsibility.
It is worth noting that with the enrichment of corporate social responsibility, ESG strategy is gradually becoming an important indicator to measure corporate sustainable development and social responsibility.
In addition to the social dimension, Hengjie also continues to practice its environmental protection concept, and gradually explores a sustainable development path of its own by transforming the brand mission of "advocating environmental protection" into a continuous pursuit of social responsibility.
In recent years, Hengjie has implemented environmental protection "infrastructure" such as green factories and green intelligent manufacturing to help achieve the goal of peak carbon dioxide emissions and carbon neutrality. In Hengjie's production process, from the selection of raw materials and production processes to the use of the entire production process and products, it adheres to environmental protection principles, adopts renewable energy, realizes the recycling of production waste and heat energy, and ensures zero discharge of electroplating wastewater in the factory, setting a model for green production.
Society is like a boat, and everyone must be prepared to take the helm.
However, practicing corporate social responsibility, whether it is the practice of brand public welfare or the guidance of green intelligent manufacturing, is not an overnight thing, and it is necessary to deeply embed the long-term thinking in the development concept of the enterprise. Because of this, Hengjie's long-term action is more sincere and profound. It not only shows the responsibility of a leading brand of domestic products, but also injects a source of strength for upward goodness into the brand, helping the brand to continue to serve the social development in the future and become a strong industry benchmark.
