Core Viewpoint - The article emphasizes that Beike has successfully navigated the challenges of the real estate market through a long-term survival philosophy, focusing on building foundational capabilities and restoring industry trust, even during market adjustments [3][4]. Group 1: Market Dynamics - The Chinese real estate market is undergoing a "K-shaped recovery," characterized by significant differentiation between cities and even within the same city, marking the end of the previous era of uniform price increases [5]. - Beike's performance in Q2 2025 was notable, with a total transaction volume (GTV) of 878.7 billion yuan, a year-on-year increase of 4.7%, and net revenue of 26 billion yuan, up 11.3% [6][8]. Group 2: Business Model and Strategy - Beike's stock business has become a stable anchor, with Q2 GTV for existing homes reaching 583.5 billion yuan and net revenue of 6.7 billion yuan, showcasing its resilience during market fluctuations [10]. - The company has adopted a light-asset platform model, with 58,664 active stores and nearly 500,000 active agents by mid-2025, emphasizing efficiency through scientific management and AI tools [11][12]. - Beike's "One Body, Three Wings" strategy aims to create a comprehensive ecosystem covering the entire housing lifecycle, with significant contributions from home decoration, rental, and quality development services [13][15]. Group 3: Financial Performance and Capital Allocation - Beike has executed a stock buyback plan, repurchasing 2.5 billion USD worth of shares in Q2 2025, with a total buyback amount reaching 2.02 billion USD since the plan's initiation in September 2022, representing 10.3% of the total share capital [22][23]. - The increase in buyback authorization from 3 billion to 5 billion USD indicates a long-term capital allocation strategy, reflecting management's confidence in the company's value [25][26]. Group 4: Long-term Vision and Market Position - Beike's approach to transforming low-frequency real estate transactions into high-frequency interactions through a comprehensive service ecosystem has established a strong platform barrier, enhancing matching efficiency and user engagement [30]. - The company's long-termism philosophy is seen as a key factor in its ability to withstand market fluctuations and achieve sustained growth, providing valuable insights for other low-frequency industries [31].

Core Insights - Beike's Q2 performance shows resilience with a total transaction volume of 878.7 billion yuan, a year-on-year increase of 4.7%, and net income of 26 billion yuan, up 11.3% [2] - Non-real estate transaction service revenue reached 41% of total net income, indicating a diversified growth strategy [2][5] - The company is undergoing a significant transformation, focusing on balancing scale and efficiency, adapting to consumer demand changes, and leveraging rapid technological advancements [2][8] Business Strategy - Beike is shifting from a scale-focused approach to enhancing network potential and single-point efficiency in real estate transactions [3][4] - The company has established a solid competitive moat through its ACN cooperation network and real source system, addressing the scarcity of quality assets and transaction security [3] - Beike's operational strategy includes refined management and initiatives like a store points system to improve service quality [4] Performance Metrics - In H1, Beike's second-hand transaction volume increased by 26%, outperforming the market's estimated growth of 19%, while new home transaction volume rose by 19% [4] - The gross transaction value (GTV) for existing homes reached 583.5 billion yuan, a 2.2% increase, and new homes GTV was 255.4 billion yuan, up 8.5% [4][6] - The home decoration and furnishing business generated net income of 4.57 billion yuan, a 13% increase, with a profit margin of 32.1% [6] AI Integration - Beike is integrating AI into its operations to enhance efficiency and customer experience, positioning AI as a new production resource [8][10] - The AI CRM tool "Lai Ke" has been implemented in over 60 cities, with more than 335,000 agents using it, significantly improving operational efficiency [8][9] - The company aims to use AI to standardize processes and allow service providers to focus on building trust and delivering high-quality services [9][10] Future Growth - Beike's "one body, three wings" strategy is driving structural changes and creating new growth drivers beyond traditional real estate transactions [5][11] - The company is focusing on customer-centric product design in its development projects, utilizing data-driven insights to enhance living experiences [7] - Beike's exploration of AI and data integration is expected to redefine the residential service landscape, enhancing service delivery and operational efficiency [10][11]

Core Viewpoint - Beike is the largest real estate transaction and service platform in China, transitioning from a traditional real estate service provider to a comprehensive living service provider with its "one body, three wings" strategy focusing on real estate brokerage, home decoration, and related services [3]. Group 1: Real Estate Brokerage Business - Beike has a significant advantage with its integrated online and offline platform, featuring 50,000 active stores and 445,000 active agents by the end of 2024. The platform integrates various real estate brokerage brands, enhancing its scale advantage [4]. - The company effectively addresses issues such as fake listings and price discrepancies through its "Building Dictionary" and ACN mechanism, while promoting digital transformation to improve efficiency and customer experience [4]. - The growth of the real estate brokerage business is expected to continue due to increasing turnover rates in the second-hand housing market and the company's leading market share [4]. Group 2: Home Decoration and Furniture Business - The domestic home decoration market is projected to reach approximately 3.9 trillion by 2024, characterized by high fragmentation and consumer dissatisfaction due to issues like price transparency and long delivery times [5]. - Beike leverages its real estate brokerage business to drive traffic and employs a "standardization + digitalization + full-link integration" model to enhance delivery capabilities in home decoration [5]. - Following the acquisition of Saintu Home Decoration in 2022, Beike is in a phase of scaling its operations by combining vertical management with an internet platform model [5]. Group 3: Rental and Residential Development - The "Worry-Free Rental" model focuses on sustainable profitability by improving rental efficiency and reducing vacancy periods, managing over 430,000 rental units by the end of 2024 [6]. - The "Beihome" initiative explores a new C2M residential development model, with plans to expand operations in major cities like Beijing, Shanghai, and Guangzhou in 2025 [6].

Investment Rating - The report initiates coverage with a "Buy" rating for the company [4][11]. Core Viewpoints - The company is the largest real estate transaction and service platform in China, poised to benefit from real estate recovery, with its three wings of business gradually forming a second growth curve [3][11]. - The company has launched a strategic shift from traditional real estate transactions to comprehensive living services, encapsulated in its "One Body, Three Wings" strategy [1][36]. Summary by Relevant Sections Company Overview - The company, originally founded as Beijing Lianjia in 2001, has evolved into the largest real estate transaction and service platform in China, with a significant focus on digital transformation and integration of services [1][20]. - The company has a unique dual-class share structure, with core management holding nearly half of the voting rights, ensuring strategic control [28][29]. Real Estate Brokerage Business - The brokerage business benefits from a strong online and offline integration, with 50,000 active stores and 445,000 active agents by the end of 2024 [1]. - The company has developed a robust mechanism to address issues like fake listings and price discrepancies through its "Building Dictionary" and ACN network, enhancing transaction efficiency [1][10]. Home Decoration and Furnishing Business - The home decoration market is projected to reach approximately 3.9 trillion yuan in 2024, with the company leveraging its brokerage business to drive traffic and enhance service delivery through digitalization [2][10]. - Following the acquisition of Saintu Decoration, the company is in a phase of scaling its operations through a combination of vertical management and internet platform models [2][10]. Rental and Residential Development - The rental business, centered around the "Worry-Free Rental" model, aims for sustainable profitability by improving property turnover rates and reducing vacancy periods [2][10]. - The "Beihome" initiative is being piloted in major cities, with plans for expansion in 2025 [2][10]. Profit Forecast, Valuation, and Rating - The company is expected to see a net profit of 5.77 billion, 6.69 billion, and 7.44 billion yuan from 2025 to 2027, with corresponding P/E ratios of 28, 24, and 22 [3][11]. - The report highlights the stability of the brokerage business and the high growth potential of the home decoration and rental segments as key drivers for future profitability [3][11].

Core Viewpoint - The controversy surrounding the high executive salaries at Beike has intensified public scrutiny, particularly in light of the company's fluctuating profits and the significant income disparity between executives and employees [1][3][20]. Executive Compensation - Beike's CEO and major shareholder, Peng Yongdong, has a reported salary of 400 million RMB for 2024, while co-founder Shan Yigang earns 299 million RMB, which is significantly higher than typical executive compensation in other companies [1]. - Over the past four years, Peng's salary has increased from 8.478 million RMB to 400 million RMB, while Shan's has risen from 6.853 million RMB to 299 million RMB [1]. - The company's net profit has been volatile, with losses in 2021 and 2022, a recovery in 2023, but a projected decline of 30% in 2024 [1][20]. Public Reaction and Employee Concerns - The public's focus has shifted from executive salaries to the relationship between executive compensation, company profits, and employee wages, especially given that Beike employs nearly 500,000 agents with an average annual income of 74,200 RMB [3][9]. - The disparity in income is stark, with Peng's salary being approximately 5,399 times that of the average agent [3]. - Discussions around labor relations have been reignited, highlighting the need for better employee compensation and welfare [3][9]. Corporate Response - In an attempt to mitigate the backlash, Beike announced that Peng would donate 9 million shares, valued at approximately 440 million RMB, to support healthcare for industry workers and rental assistance for graduates [1][17]. - However, this gesture has not significantly alleviated public concern regarding the income gap and the company's treatment of its employees [3][9]. Business Performance and Strategy - Beike's revenue is primarily derived from five business segments, with the core business of existing home transactions seeing a decline in profit margin from 47.2% to 43.2% in 2024 [20][22]. - The company has been actively seeking new growth avenues, introducing a "one body, three wings" strategy to expand into home decoration and rental services, which contributed approximately 31.6 billion RMB in revenue, a 64.2% increase year-on-year [22]. - Despite these efforts, the overall profitability remains a concern, and the company faces pressure to stabilize both its financial performance and employee morale [22][23].