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贝壳付出了一点成本,赢下“好居住”
3 6 Ke· 2025-08-29 09:28
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]
需求为锚、效率为核,贝壳攻坚居住服务新范式
Guo Ji Jin Rong Bao· 2025-08-26 14:13
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]