BEKE(US:BEKE) Di Yi Cai Jing Zi Xun·2026-02-02 02:09Core Viewpoint - Beike Zhaofang has launched a voluntary commitment signing initiative for its employees and agents to promote professionalism and integrity in real estate services, with over 80,000 agents signing the commitment since its inception [1]. Group 1: Self-Regulation Initiatives - The "Three Musts and Six Prohibitions" self-regulation action will officially launch across the platform in January 2026, emphasizing a neutral market perspective [1]. - "Three Musts" include: providing honest and professional services to stabilize the real estate market; ensuring the authenticity of property information; and offering comprehensive and objective information to assist users in rational pricing decisions [1]. - "Six Prohibitions" include: prohibiting subjective market pessimism, distorting national policies, publishing false information, manipulating prices, engaging in fraudulent practices, and misleading clients about service effectiveness [1][2]. Group 2: Company Policies and Compliance - Beike Zhaofang has established internal management norms to guide employees and agents in their social media behavior, emphasizing adherence to company values and a neutral market perspective [2]. - The company has a zero-tolerance policy for behaviors such as publishing false information and maliciously undermining the real estate market [2]. - The chairman and CEO, Peng Yongdong, has reiterated the importance of a balanced supply-demand market for the company's long-term development [2]. Group 3: Market Context and Challenges - The real estate market has undergone significant changes over the past five years, necessitating a reaffirmation of the neutral market perspective [3]. - The company is committed to sustainable industry development and will strictly penalize violations of its values and principles [3]. - Recent government policies aim to support high-quality development in the real estate sector, emphasizing stability in the market [5]. Group 4: Role of Real Estate Platforms - Real estate platforms play a crucial role in stabilizing the market and restoring consumer confidence, especially in the face of extreme opinions on social media [6]. - The emphasis on a neutral market perspective aligns with national goals for the real estate sector, promoting transparency and rationality [6]. - The industry is experiencing deep adjustments, with a service system based on integrity and professionalism being key to market stability and consumer confidence [7].