Core Insights - Beike Public Welfare announced a comprehensive brand upgrade to enhance its impact in community welfare, emphasizing emotional connections with residents, partners, and volunteers [1][3] - The launch of the first community elderly living observation report, co-published with "People" magazine, marks a shift from project practice to value co-creation [1][3] Brand Upgrade - The brand upgrade includes a clearer visual identity, warmer communication language, and a systematic project structure [1][3] - The new positioning as a "long-term builder of community quality of life values" aims to transform goodwill into a norm in community life [3][4] Community Focus - Beike Public Welfare has focused on the "one elderly, one child" core demographic since its inception in 2018, establishing a three-pronged public welfare matrix: care for key community groups, convenient community services, and environmental protection [5] - Initiatives for the elderly include community smartphone classes and health education, alongside new projects aimed at enhancing elderly care environments [5][6] Child Welfare Initiatives - The organization has developed a multi-faceted support system for children, including educational support, health protection, and assistance for special groups [5] - Projects like "Chain Future Brain Classroom" and "Sunshine Playground" aim to improve learning and physical activity conditions for rural children [5] Community Services and Sustainability - Beike is transforming its nationwide offline stores into "community good neighbor" service stations, providing essential services to meet residents' daily needs [6] - The company is actively promoting sustainability through energy-efficient practices and ecological restoration initiatives, such as the "Blue Ocean Action" for mangrove ecosystem restoration [6]
“让阳光照进每个家”——贝壳找房公益品牌全面升级