Core Viewpoint - The introduction of a "funds custody" payment model by Beike's Bowo Home aims to enhance consumer protection and trust in the home decoration industry, transitioning from a prepayment system to a more secure, transparent process [3][5][15]. Group 1: Background and Challenges - The home decoration industry faces trust issues due to its characteristics of low frequency, high price, and long service chains, with traditional prepayment models leading to consumer vulnerability [5]. - Prepayment has resulted in a high volume of complaints, as consumers often find it difficult to protect their rights when issues arise during the renovation process [5]. Group 2: Introduction of Funds Custody Model - Bowo Home, in collaboration with CITIC Bank, launched the "funds custody" service to restructure consumer safety at the transaction level, moving from direct payments to bank custody [5][13]. - The payment is released in stages based on three key acceptance points: concealed works acceptance (60%), basic acceptance (35%), and completion acceptance (5%), ensuring funds are only released after consumer approval at each stage [5][13]. Group 3: Impact on Consumer Experience - The funds custody model allows consumers to participate actively in the decision-making process, transforming the renovation experience from a passive one to an engaged one [11][15]. - Feedback from users indicates increased peace of mind, as funds are only released upon successful completion and acceptance of work [11]. Group 4: Industry Transformation and Future Outlook - The funds custody model has been implemented in 43 cities, serving over 25,000 families, with a user adoption rate exceeding 92% and a completion release rate of over 97% [13]. - This model is seen as a significant shift from reliance on corporate credit to institutional credit, potentially leading to a more transparent and regulated development phase in the home decoration industry [15].

Core Insights - The home decoration industry has long faced consumer concerns regarding the "prepayment" model, leading to issues such as loss of control over funds and risks of fund misappropriation [1] - Beike's initiative to launch a fund custody service in June 2024 aims to address these concerns by ensuring that funds are only released upon completion of agreed milestones, thereby enhancing consumer protection [1][3] - The fund custody model has shown significant success, with over 1.6 million families served and a fund scale exceeding 24 billion yuan within the first year [3][4] Group 1 - The fund custody service allows consumers to retain control over their funds, with payments made only after verification of work completion [1] - The service has achieved a service coverage rate of over 95% and a timely fund release rate of over 96% [3] - The model has been implemented in 43 cities, benefiting over 25,000 families, with a user adoption rate exceeding 92% [3] Group 2 - The partnership with CITIC Bank ensures that funds are managed securely and transparently, validating the model's feasibility and reliability [4] - The introduction of this service has led to a significant reduction in customer complaints and has encouraged other companies to adopt similar practices, promoting industry-wide change [6] - The service aligns with national policies aimed at enhancing consumer protection and service quality in the home decoration sector [8] Group 3 - The launch of the fund custody service marks a significant step in building consumer trust within the home decoration industry [13] - The initiative not only provides tangible benefits to consumers but also encourages a shift towards standardized practices across the industry [13] - As Beike continues to refine its services and expand its reach, it is expected to drive further improvements in industry quality and consumer confidence [13]

Core Insights - The home decoration industry in China has entered a trillion-yuan market scale, with a structural growth trend observed [1] - The prepayment model poses significant risks to consumers, as many companies require upfront payments of 30%-80%, leading to potential financial loss if companies default [1][2] - The introduction of a fund custody service by Beike aims to mitigate these risks by allowing consumers to pay in stages, with funds released only after verification of work completion [2][3] Industry Overview - The home decoration market is projected to reach a scale of 13,800 billion yuan by 2024, with integrated services accounting for 5,860 billion yuan (42.3% market share) [1] - Construction services follow closely with a market size of approximately 3,980 billion yuan (28.7% market share) [1] - Design and soft decoration services hold 12.1% and 10.5% market shares, respectively, with corresponding sizes of 1,675 billion yuan and 1,453 billion yuan [1] Consumer Risks - The prepayment model is a common practice in the industry, leading to significant consumer risk, particularly in small and medium-sized enterprises [1] - Complaints related to fund misappropriation and company defaults remain high, indicating a persistent issue in consumer trust [1] Innovative Solutions - Beike's fund custody service, launched in June 2024, allows consumers to pay in stages, with funds frozen until specific project milestones are verified [2][3] - The service has successfully served over 16,000 families and covered more than 4,500 communities, safeguarding over 2.4 billion yuan in funds [3] - The implementation of this service has led to a 50% reduction in customer complaints compared to the previous year [3] Market Transformation - The fund custody model is expected to shift the industry focus from price competition to value competition, potentially alleviating long-standing trust issues within the sector [4]