“1+5个2”助力经纪门店生存战：贝壳重塑发展逻辑

Core Viewpoint - The relationship between platforms and store owners is crucial, with platforms needing to empower store owners for mutual growth in a changing real estate market [1][2]. Background Context - The real estate industry is undergoing significant changes, with first-line stores facing challenges, prompting platforms to adopt a crisis awareness mindset [2]. - Store owners are viewed as cooperative clients, emphasizing the need for platforms to support their growth for a win-win situation [2]. Challenges Faced by Store Owners - The market has shifted from a seller's market to a buyer's market, leading to an increase in listings but a decrease in buyers, complicating business management for agents [4]. - The transition from new homes to existing homes as the primary market segment has increased decision complexity for consumers, impacting transaction cycles and agent performance [4][5]. - Younger agents prioritize job satisfaction, and a lack of emotional support from store owners can affect agent retention and store management [5]. Empowerment Strategy - Beike introduced the "1+5+2" strategy, focusing on regional governance and five key areas: mechanism construction, transparency, service commitment, business assistance, and honor creation [6][8]. - The strategy aims to alleviate operational pressures on store owners, stabilize their confidence, and enhance collaborative efficiency [6][7]. Implementation and Results - As of June 2025, Beike has established 1,899 regional governance councils and 534 business effect circles, promoting collaboration and resource sharing among stores [8]. - The store points system has been implemented in over 12,000 stores, distributing over 1.1 billion in value, enhancing performance and service quality [8]. - Beike is committed to investing 400 million yuan in resources to achieve shared governance and benefits with store owners [8]. Long-term Vision - The residential service industry faces a cycle of poor consumer experience and struggling businesses, necessitating a shift in operational logic to improve service quality [9][10]. - Beike's long-term strategy involves continuous investment in industry infrastructure and service standards, aiming for sustainable growth and improved consumer trust [11].