让选择源于感知：合生缦品牌“美好体验”背后的价值认同

Core Insights - The core idea of the article is that the high-end real estate market is shifting from a focus on physical attributes like location and price to an emphasis on experiential value and lifestyle offerings, as exemplified by the "Beautiful Experience Plan" launched by the HeShengMan brand [1][11]. Group 1: Experience and Consumer Logic - The "Deep Experience" model introduced by HeShengMan allows potential buyers to engage in real-life scenarios, experiencing various aspects of future living, which helps to break the traditional information asymmetry in real estate transactions [2][5]. - This shift reflects a broader industry trend where competition in high-end real estate is moving from "hardware comparison" to "scene operation," emphasizing lifestyle and emotional resonance as new value anchors [2][11]. Group 2: Lifestyle and Community Engagement - The "Beautiful Experience Plan" aims to create a replicable "lifestyle operation system," expanding the definition of "home" from a private space to a life domain that includes community, services, and content [6][12]. - HeShengMan's approach integrates various elements such as a 34,000 square meter "folded garden" and a climate-adaptive system, redefining the boundaries of home to encompass emotional and social dimensions [8][9]. Group 3: Social Responsibility and Ecological Awareness - The brand's initiatives, such as the "Alashan Future Forest Plan," link home purchases to tree planting efforts, fostering a sense of social responsibility among homeowners [14]. - The focus on creating a closed-loop lifestyle ecosystem reflects a shift in consumer expectations towards tangible quality of life and spiritual recognition, moving beyond mere material accumulation [14].