2月24日，业内被贝壳联合创始人、董事长兼CEO彭永东和联合创始人单一刚共同捐赠4亿（1000万股A 类贝壳普通股），为平台50万服务者提供健康保障的消息刷屏了。其实同天，这封公布捐赠计划的公开 信中，还透露了一个更为重要的信息，事关贝壳下一步发展战略。短短数小时，这篇内部信就收到了逾 3万人的关注。 在这封2800多字的内部信中，彭永东提到，贝壳和整个行业前方迎来的，是五种重塑行业的巨大力量， 为此，贝壳要做五件"难而正确的事"，以回应行业深层变革： 第一件，消费者需求已从"防被骗、真房源"升级为渴求"确定性"，贝壳的经纪人必须恪守中性市场观， 成为市场追涨杀跌的反作用力，从"带看人"进化为提供决策依据的"真专家"，在此基础上，贝壳将改革 产品供给，将复杂的交易封装成拥有确定性交付标准的"安居服务产品"。 第二件，AI将重构交易行业底层逻辑，平台则会以科技装备服务者，"AI不可无视，人不可取代"，在此 指引下，贝壳将改革培训和搏学大考的体系，构建服务者驾驭新科技的能力体系，用更大的资源投入， 培育服务者"有温度"的专业能力，而这必将推动50万服务者进行的一场艰难的进化。 第三件，协作生态将告别"不增值的管控 ...

Core 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].

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].

Core Viewpoint - The real estate market is transitioning from scale expansion to value cultivation, necessitating a redefinition of the role and responsibilities of real estate intermediary platforms [1] Group 1: Self-Regulation Actions - Beike initiated a self-regulation action called "Three Musts and Six Prohibitions" to reaffirm its "Neutral Market View," emphasizing professionalism and integrity in real estate services [1] - As of January 28, nearly 100,000 agents on the Beike platform voluntarily signed the "Neutral Market View" commitment, indicating a growing adherence to these principles [1] - The "Three Musts" include providing honest and professional services, ensuring the authenticity of property information, and offering comprehensive and objective information to assist users in rational pricing decisions [1] Group 2: Industry Transformation - The self-regulation actions reflect the urgent need for industry transformation, particularly in light of the real estate market entering a deep adjustment period [1] - The "Neutral Market View" encourages agents to objectively assess the market, recognizing risks during high periods and signs of recovery during downturns, promoting long-term market stability [2] - The real estate intermediary business is characterized as a "middleman economy," where the reputation of agents directly impacts consumer trust and decision-making [2] Group 3: Role of Technology - Beike has evolved from a transaction facilitator to an industry ecosystem builder, emphasizing the importance of agents as core assets [3] - The company is implementing strict penalties for non-compliant agents and addressing issues like false listings and price fraud, reflecting a commitment to ethical standards [3] - Technology, including big data and AI, is being leveraged to support the implementation of the "Neutral Market View," providing objective market analysis and real price evaluation tools [4][5] Group 4: Long-term Development - The adherence to the "Neutral Market View" aligns with the interests of consumers, the industry, and the government, promoting a stable market environment and preventing systemic risks [4] - The current deep adjustment in the real estate market presents both challenges and opportunities, with Beike's self-regulation actions marking a proactive response from leading industry players [5] - The transformation towards becoming market stabilizers, professional service providers, and trust builders is essential for the maturity and health of the Chinese real estate market [5]

Core Viewpoint - The integrity and service standards in the real estate market are essential for stable development, ensuring consumer confidence in buying and selling properties [1] Group 1: Industry Regulations and Self-Discipline - Since 2026, various government policies have been introduced to optimize housing provident fund policies, provide home purchase subsidies, and reduce transaction taxes, leading to increased activity in core city real estate markets [1] - The real estate market faces challenges such as false listings and aggressive price negotiations, which undermine consumer trust and affect healthy industry development [2] - The "Three Musts and Six Bans" service commitment initiated by Beike aims to enhance industry self-discipline and establish unified service standards to rebuild market trust [2][7] Group 2: Consumer Expectations and Service Commitments - Consumers' expectations have evolved from merely purchasing a home to seeking assurance and certainty in transactions, highlighting the need for reliable services [4] - Beike has introduced 35 service commitments, including guarantees for real listings and commission refunds, which have benefited consumers significantly, with a total of 58.3 billion yuan in refunds and compensations from 2001 to December 2025 [4] - The platform's ability to implement these commitments varies by city, posing challenges that reflect the value of the service provided [5] Group 3: Industry Transformation and Community Engagement - The real estate industry is transitioning from a focus on "traffic competition" to "service competition," emphasizing consumer safety and trust [7] - Real estate agencies are increasingly taking on roles that extend beyond traditional services, engaging in community governance and support initiatives [7] - A service system based on integrity and professionalism is expected to become a crucial support for consumer confidence in the real estate transaction market [7]

Core Viewpoint - Beike initiated a self-regulatory action called "Three Musts and Six Prohibitions" to reinforce a neutral market perspective and promote professionalism and integrity in real estate services [1][2][12] Group 1: Self-Regulatory Action - The "Three Musts" include providing honest and professional services, ensuring the authenticity of property information, and offering comprehensive and objective information to assist users in rational pricing decisions [1] - The "Six Prohibitions" include banning subjective market pessimism, distorting national policies, disseminating false information, manipulating prices, engaging in fraudulent practices, and misleading clients about service effectiveness [1][2] Group 2: Industry Context - The initiative responds to issues in the new media era, where some self-media bloggers have spread false listings and engaged in aggressive pricing tactics, undermining consumer trust and the healthy development of the industry [2] - Beike's actions are seen as a benchmark for the industry, promoting self-discipline and encouraging a shift from competition based on traffic to competition based on service [12] Group 3: Local Implementation - In Changsha, thousands of agents have signed the commitment, ensuring adherence to the "Three Musts and Six Prohibitions" in every transaction [6] - The Changsha office plans to implement this self-regulatory action through specialized training, internal inspections, and customer feedback to enhance professional and neutral real estate services [6]

Core Viewpoint - Beike-W (02423) has launched a self-regulatory initiative called "Three Musts and Six Prohibitions" to reinforce a neutral market perspective, emphasizing professionalism and integrity in real estate services [1] Group 1: Initiative Details - The initiative officially started on January 2026, with over 80,000 agents, store owners, and platform employees voluntarily signing a commitment letter [1] - Some agents have actively shared their commitment letters on social media, showcasing their adherence to the neutral market perspective [1] - This commitment letter activity is an upgrade from the public behavior norms released by Beike last year, following internal inspections and strict penalties in cities like Hangzhou [1] Group 2: Market Perspective - The platform reiterates the importance of the "neutral market perspective" as a key component of its series of promotional actions [1]

Core Viewpoint - Beike's initiative to launch the "Three Musts and Six Prohibitions" self-discipline action aims to reinforce a neutral market perspective and promote professionalism and integrity in real estate services [1][3]. Group 1: Initiative Details - 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 making rational pricing decisions [3]. - The "Six Prohibitions" include: prohibiting subjective speculation that undermines the market, distorting national policy interpretations, publishing false information, manipulating or coercing price negotiations, engaging in fraudulent practices like jumping orders or kickbacks, and exaggerating service effectiveness to mislead clients [3]. Group 2: Industry Context - The initiative is a response to the rise of false listings, aggressive price cutting, and misleading promises by some media influencers, which harm consumer trust and the healthy development of the industry [3]. - As a leading company in the industry, Beike's self-regulatory measures set a benchmark for others, emphasizing the need for the real estate brokerage sector to shift from "traffic competition" to "service competition" [4].

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].

Core Viewpoint - Beike-W (02423) has launched a self-regulatory initiative called "Three Musts and Six Prohibitions" to reinforce a neutral market perspective, with over 80,000 agents and employees voluntarily signing a commitment letter to uphold this principle [1] Group 1 - The initiative officially started in January 2026 and aims to promote professionalism and integrity in real estate brokerage services [1] - The commitment letter activity encourages agents to publicly display their adherence to a neutral market perspective on social media [1] - This action is an upgrade from the public behavior norms released by Beike last year, following internal inspections and strict penalties in cities like Hangzhou [1]