Core Insights - The home decoration industry is facing long-standing issues, which are being challenged by a new wave of innovation from Beike's subsidiary, Beiwow, through the launch of three productized model homes based on the concepts of "true layout, true needs, and true implementation" [1][12] Group 1: Product Launch and Concept - Beiwow's three model homes are designed to reflect the real-life needs of Chinese families at different stages, emphasizing practicality over idealism [2][12] - The model homes are based on real data from Beike's property dictionary, targeting three customer segments: first-time buyers, those seeking improvements, and ultimate upgrades [2][12] - The design philosophy is encapsulated in the phrase "We are not building dreams, we are building homes," highlighting a focus on relatable living scenarios [2][12] Group 2: Design and Innovation - The model homes are rooted in the "true layout" concept, allowing customers to visualize how the designs relate to their own lives [4][12] - Each model home is crafted by renowned designers, showcasing innovative space utilization and multifunctional areas tailored to family needs [4][12] - The design includes features like a "super entrance," an open kitchen, and a "library living room," transforming small spaces into functional and inviting environments [4][12] Group 3: Product Systems and Integration - Beiwow's model homes are supported by seven product systems, including hard decoration, storage, home furnishings, health, doors and windows, smart systems, and lighting [8][12] - The modular approach allows for easy selection and customization, enabling customers to choose comprehensive solutions without the hassle of individual selections [8][12] - The exhibition space is designed to provide a realistic and engaging experience, moving away from traditional material-centric showrooms [9][12] Group 4: Strategic Direction and Market Positioning - Beike's strategic shift aims to transition from a fragmented "assemble your own" model to a comprehensive "one-stop full-case decoration service" [10][12] - The focus for 2025 is on enhancing product quality and customer satisfaction, integrating design, products, technology, and services into a cohesive offering [12][13] - The initiative reflects a broader industry trend towards full-case decoration services, catering to consumer demands for convenience, efficiency, and personalization [12][15] Group 5: Social Responsibility and Community Engagement - Beiwow is also committed to social responsibility, launching initiatives to improve community living conditions, such as installing safety features in older neighborhoods [14][15] - The company has engaged in extensive community activities, enhancing the quality of life for residents and fostering closer community ties [14][15] Group 6: Industry Trends and Challenges - Industry experts note a shift in focus from merely acquiring orders to developing quality products, marking the end of a chaotic era in home decoration [15] - The success of Beiwow's modular systems will depend on their replicability, delivery management, and affordability, posing challenges for the broader industry [15]