基于对平台用户数据的梳理，京东明确传递核心需求：产品既要实现核心诉求"洗得干净"，同时需要规避"额外水电""价格过高""小户型不适配" 等问题；既 要覆盖袜子、内衣裤、轻薄衣物的细分洗护场景，又要实现"一体水电"设计，免除多设备安装烦恼；更重要的是，需依托高性价比定位触达年轻人群，而海 尔旗下年轻互联网品牌"leader"的高颜值属性，恰好与这一需求高度契合。 奥维云网数据显示，2025年1至6月，洗衣机市场零售量达2103万台，同比增长10.1%，零售额达476亿元，同比增长11.5%。其中，具有分区洗能力的双筒、 三筒洗衣机增速迅猛，多筒产品在线上渗透率快速攀升，2025年上半年，分区洗衣机（多筒洗衣机）市场呈现快速增长趋势，线上渗透率从3.2%跃升至 9.5%，已经成为行业新风口。 对此，京东基于自身强大洞察力，供应链溯源共创能力，能够帮助品牌方快速锚定市场核心需求，解决"消费者究竟想要什么"这个看似简单，实则复杂的难 题，让产品从设计、性能到质价比，甚至包括外观颜值，全面符合用户需求的最大公约数。新产品既要有海尔核心技术支撑，如融入"精华洗"功能，又要达 到高洗净比，实现省水、省电、省时；还要借lea ...

Investment Rating - The report maintains a "Buy" rating for Beike-W, highlighting its long-term positive trend despite short-term performance fluctuations [9][10][12]. Core Insights - Beike-W achieved record highs in revenue and market share in the brokerage sector, with a total transaction volume (GTV) of 3.35 trillion yuan in 2024, reflecting a year-on-year increase of 6.6% [10][11]. - The company’s revenue reached 93.5 billion yuan in 2024, up 20.2% year-on-year, with a significant increase of 54.1% in Q4 [10][11]. - The brokerage business's market share reached a historical high of 31% in the existing housing market, with a transaction volume of 2.25 trillion yuan, up 10.8% year-on-year [11][12]. Summary by Sections Financial Performance - Beike-W's 2024 net income was 4.06 billion yuan, down 30.9% year-on-year, primarily due to declining gross margins in the brokerage business [10][11]. - The company plans to return value to shareholders through a stock buyback of 716 million USD and a cash dividend of 400 million USD, representing 5% of the market capitalization at the end of 2024 [10][12]. Business Segments - The home decoration and rental segments showed strong growth, with revenues increasing by 36% and 135% year-on-year, respectively [12][13]. - The company’s home decoration GTV reached 16.9 billion yuan, up 27.3% year-on-year, while rental services managed over 430,000 properties, significantly up from 210,000 the previous year [12][13]. Market Position and Strategy - Beike-W is focused on enhancing its platform capabilities and expanding its business scope through data-driven customer insights, aiming for a more comprehensive service offering [10][12]. - The report emphasizes the company's strong market position and the potential for future growth in home decoration and rental services, which are expected to become significant revenue streams [10][12].