贝壳再次选择了 “难”

Core Viewpoint - The article emphasizes Beike's proactive approach to building a trust infrastructure during a challenging period in the real estate market, focusing on the launch of the "True Guarantee" service system to enhance transaction security and consumer confidence [2][4]. Summary by Sections Market Context - The Chinese real estate market has entered an adjustment phase over the past four years, with transaction volumes shrinking by nearly 10 trillion yuan, while the number of industry professionals remains stable at around 1.8 million [3]. - Current practitioners face increased anxiety and competition, as the market has not previously experienced a true cycle, leading to a lack of respect for market dynamics [3]. True Guarantee System - Beike has upgraded its service from "True Source" to "True Guarantee," addressing transaction uncertainties and providing comprehensive service guarantees throughout the real estate transaction process [4][5]. - The "True Guarantee" system includes a set of standards, technical capabilities, and a 100 million yuan risk fund to ensure transaction safety [5][7]. Service Commitments - The system encompasses 35 service commitments, with key promises including "True Source, false claims compensated by 100 yuan," "No reason for commission refund if the transaction fails," and "Advance payment for property arrears" [8]. - These commitments aim to cover major risk points in second-hand property transactions, significantly reducing uncertainty costs for buyers [8]. Risk Management and Technology - Beike has invested substantial resources to enhance its transaction systems, involving over 300 engineers to redesign processes covering 12 transaction steps and 80 potential risk points [9]. - The platform has successfully blocked 16,000 risky transactions from July 2024 to July 2025, with actual loss incidents being only 96, maintaining a loss probability of 0.006% [11]. Market Performance - In the first half of the year, Beike's platform saw a 26% year-on-year increase in second-hand property transactions, outperforming the market [12]. - The company's commitment to consumer protection and transaction security has positioned it favorably against smaller competitors struggling during the market downturn [12][13]. Strategic Philosophy - Beike's founder, Zuo Hui, believes in making difficult yet correct decisions, which has historically led to long-term benefits despite short-term challenges [4][15]. - The company aims to build a trust-based ecosystem that not only benefits consumers but also protects agents and brands on its platform [14][21]. Historical Context - Beike's evolution from Lianjia reflects a consistent strategy of prioritizing transparency and consumer trust, even at the cost of short-term revenue [17][18]. - The establishment of Beike as a platform for multiple brands has created a robust network effect, enhancing its market position [18]. Trust Infrastructure - The "True Guarantee" initiative is likened to the Kula Ring, emphasizing the importance of long-term trust relationships in uncertain environments [19][20]. - By investing in trust infrastructure, Beike aims to strengthen its competitive edge and facilitate the transition from a transaction platform to a comprehensive living service provider [20][21].