BEKE(US:BEKE) 3 6 Ke·2025-11-23 10:04Core Insights - The home decoration industry in China has entered a trillion-yuan market scale, with a structural growth trend observed [1] - The prepayment model poses significant risks to consumers, as many companies require upfront payments of 30%-80%, leading to potential financial loss if companies default [1][2] - The introduction of a fund custody service by Beike aims to mitigate these risks by allowing consumers to pay in stages, with funds released only after verification of work completion [2][3] Industry Overview - The home decoration market is projected to reach a scale of 13,800 billion yuan by 2024, with integrated services accounting for 5,860 billion yuan (42.3% market share) [1] - Construction services follow closely with a market size of approximately 3,980 billion yuan (28.7% market share) [1] - Design and soft decoration services hold 12.1% and 10.5% market shares, respectively, with corresponding sizes of 1,675 billion yuan and 1,453 billion yuan [1] Consumer Risks - The prepayment model is a common practice in the industry, leading to significant consumer risk, particularly in small and medium-sized enterprises [1] - Complaints related to fund misappropriation and company defaults remain high, indicating a persistent issue in consumer trust [1] Innovative Solutions - Beike's fund custody service, launched in June 2024, allows consumers to pay in stages, with funds frozen until specific project milestones are verified [2][3] - The service has successfully served over 16,000 families and covered more than 4,500 communities, safeguarding over 2.4 billion yuan in funds [3] - The implementation of this service has led to a 50% reduction in customer complaints compared to the previous year [3] Market Transformation - The fund custody model is expected to shift the industry focus from price competition to value competition, potentially alleviating long-standing trust issues within the sector [4]