Core Viewpoint - Beike demonstrates resilience and growth during the real estate adjustment period, with a total transaction volume of 878.7 billion, net income of 26 billion, and adjusted net profit of 1.821 billion in Q2 2025, indicating a strong performance despite industry challenges [1] Financial Performance - In Q2 2025, Beike's GTV for existing housing reached 583.5 billion, with net income of 6.7 billion, while new housing GTV was 255.4 billion, showing a year-on-year growth of 8.5% and net income of 8.6 billion, also reflecting an 8.6% increase [3] - Non-property transaction service revenue accounted for 41% of total net income, with home decoration and rental services contributing significantly to growth [8] Technological Empowerment - Beike is leveraging AI technology to enhance operational efficiency, with tools like the AIGC marketing intelligence system and AI CRM helping agents improve customer acquisition and conversion rates [4][5] - The AI online service assistant "Pudding" provides consumers with market analysis and property comparisons, showing a 59% increase in conversation volume from May to July [6] New Growth Areas - Beike is expanding into home decoration and rental services, with home decoration revenue reaching 4.6 billion in Q2, a 13% increase, and rental service revenue growing by 78% to 5.7 billion [8] - The company is transitioning towards a "one-stop new living service platform," enhancing product offerings and operational capabilities in home decoration and rental services [9][12] Community Engagement - Beike is shifting from broad market strategies to deep community engagement, establishing community-based service centers and optimizing operations to better understand local market demands [14][15] - The company aims to reduce the physical and psychological distance between services and users, evolving from a city-level service provider to a community-level partner [15] Operational Efficiency - Beike is refining its platform management and operational strategies to enhance agent performance and transaction conversion rates, focusing on scientific management and community governance [16] - The company is committed to continuous innovation through technology, product iteration, and community engagement, positioning itself for future growth in the evolving real estate landscape [16]

Core Insights - The real estate market is transitioning to a new phase where consumer trust and product quality are prioritized over immediate ownership, marking 2025 as the "Year of Good Housing" [1] - Companies in the real estate sector must adapt to survive, focusing on product quality, service, and operational efficiency as the marginal returns of scale diminish [1] Company Performance - Beike's total transaction volume reached 1.7224 trillion yuan in the first half of 2025, a year-on-year increase of 17.3%, with existing home transactions accounting for 67.57% [4] - Beike's net revenue for the first half of 2025 was 49.3 billion yuan, a significant increase of 24.1% compared to the same period in 2024 [5] - The revenue breakdown shows that existing home business generated 13.6 billion yuan, new home business 16.7 billion yuan, home decoration and furnishing business 7.5 billion yuan, and rental services exceeded 10.8 billion yuan, growing by 50 million yuan year-on-year [5] Business Strategy - Beike's new business initiatives have become the main engine for revenue growth, with non-real estate transaction services accounting for 41% of net revenue in Q2 2025, a historical high [6] - The company is evolving from a transaction-focused model to a comprehensive "Good Living" service provider, enhancing consumer touchpoints and connections [10] - Beike is implementing a community-focused strategy in its home decoration business, aiming to deepen its relationship with consumers and transform one-time clients into long-term community users [10] Market Trends - The real estate market is shifting from an incremental to a stock-based structure, emphasizing efficiency and collaboration over mere resource accumulation [9] - Consumer decision-making and experience are becoming increasingly valuable, necessitating companies to build connections with consumers [9] Financial Metrics - Beike's gross profit for the first half of 2025 was 10.5 billion yuan, a slight decrease from the previous year, with a gross margin of 21.3% compared to 26.8% in 2024 [14] - The decline in profit margins is attributed to the structural change in revenue sources, with new home transactions having lower margins than existing home transactions [14] - Administrative expenses decreased by 3.5%, while R&D expenses increased by 20%, indicating a commitment to innovation and efficiency [15]