超8万经纪人签署承诺，响应贝壳的“恪守中性市场观”倡议

Core Viewpoint - Beike's initiative to promote a "neutral market view" through the "Three Musts and Six Prohibitions" self-regulation action aims to enhance professionalism and integrity in real estate services, responding to industry challenges and consumer trust issues [2][3]. Group 1: Initiative Overview - In January 2026, Beike officially launched the "Three Musts and Six Prohibitions" self-regulation action across its platform, emphasizing a neutral market perspective [2]. - Over 80,000 agents, store owners, and platform employees have voluntarily signed a commitment letter to uphold the neutral market view [2]. - The initiative is an upgrade from Beike's public behavior norms released in 2025, following internal inspections and strict penalties in cities like Hangzhou [2]. Group 2: Principles and Commitments - The "Three Musts" include: 1) providing honest and professional services to stabilize the real estate market; 2) ensuring the authenticity of property information and fulfilling service commitments; 3) offering comprehensive and objective information to assist users in rational pricing decisions [2]. - The "Six Prohibitions" include: prohibiting subjective market pessimism, distorting national policy interpretations, disseminating false information, manipulating buyer-seller pricing, engaging in fraudulent practices, and misleading clients about service effectiveness [2]. Group 3: Industry Context and Response - The initiative addresses issues in the new media era, where some self-media bloggers have engaged in practices like false listings and aggressive price cutting, undermining consumer trust and industry health [3]. - Beike's self-regulation serves as a benchmark for the industry, promoting a shift from "traffic competition" to "service competition" to ensure consumer safety and confidence [3]. - Experts view Beike's actions as a proactive response to national policies aimed at regulating real estate brokerage services and as an exploration of self-regulation in platform enterprises [3].