壹财评｜践行中性市场观，平台企业应持续发挥房地产市场“稳定器”作用

Core Viewpoint - Beike Zhaofang has launched a voluntary commitment initiative for its employees and agents to promote professionalism and integrity in real estate services, with nearly 100,000 agents signing the commitment since its inception [3]. Group 1: Self-Regulation Actions - In January 2026, Beike Zhaofang initiated the "Three Musts and Six Prohibitions" self-regulation action to reaffirm its neutral market view [4]. - The "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 [4]. - The "Six Prohibitions" include: prohibiting subjective speculation that undermines the market; distorting national policy interpretations; publishing false information; manipulating prices; engaging in fraudulent practices; and misleading clients about service effectiveness [4]. Group 2: Commitment to Neutral Market View - The core focus of both the "Three Musts" and "Six Prohibitions" is to require platform employees and agents to adhere to a neutral market perspective [5]. - Beike Zhaofang has implemented internal management norms to guide employees and agents in their social media behavior, emphasizing adherence to company values and the neutral market view [5]. - The company has a zero-tolerance policy for behaviors such as publishing false information and maliciously undermining the real estate market [5]. Group 3: Industry Context and Future Outlook - The real estate market is undergoing significant changes, and Beike Zhaofang believes it is essential to reaffirm the neutral market view to ensure sustainable industry development [6]. - The company is actively participating in the market's orderly recovery process through a combination of internal prevention, inspection, and penalties [6]. - Recent government policies emphasize the need for high-quality development in the real estate sector, focusing on stabilizing the market and supporting housing demand [7]. Group 4: Role of Beike Zhaofang - Beike Zhaofang aims to act as a "stabilizer" in the market, promoting both internal stability within the company and public confidence in the healthy development of the real estate market [8]. - The company recognizes that without strict internal regulations, the survival of platform enterprises and the stability of the industry cannot be assured [8]. - The emphasis on integrity and professionalism is seen as crucial for the long-term stability and consumer confidence in the real estate market [8].