【贝壳-W（2423.HK）】从交易走向居住——投资价值分析报告（付天姿/孙伟风/王贇）

Core Viewpoint - Beike is the largest real estate transaction and service platform in China, transitioning from a traditional real estate service provider to a comprehensive living service provider with its "one body, three wings" strategy focusing on real estate brokerage, home decoration, and related services [3]. Group 1: Real Estate Brokerage Business - Beike has a significant advantage with its integrated online and offline platform, featuring 50,000 active stores and 445,000 active agents by the end of 2024. The platform integrates various real estate brokerage brands, enhancing its scale advantage [4]. - The company effectively addresses issues such as fake listings and price discrepancies through its "Building Dictionary" and ACN mechanism, while promoting digital transformation to improve efficiency and customer experience [4]. - The growth of the real estate brokerage business is expected to continue due to increasing turnover rates in the second-hand housing market and the company's leading market share [4]. Group 2: Home Decoration and Furniture Business - The domestic home decoration market is projected to reach approximately 3.9 trillion by 2024, characterized by high fragmentation and consumer dissatisfaction due to issues like price transparency and long delivery times [5]. - Beike leverages its real estate brokerage business to drive traffic and employs a "standardization + digitalization + full-link integration" model to enhance delivery capabilities in home decoration [5]. - Following the acquisition of Saintu Home Decoration in 2022, Beike is in a phase of scaling its operations by combining vertical management with an internet platform model [5]. Group 3: Rental and Residential Development - The "Worry-Free Rental" model focuses on sustainable profitability by improving rental efficiency and reducing vacancy periods, managing over 430,000 rental units by the end of 2024 [6]. - The "Beihome" initiative explores a new C2M residential development model, with plans to expand operations in major cities like Beijing, Shanghai, and Guangzhou in 2025 [6].