Shell Transformation: Upgrading the community living service model, managers stepping onto the front line, reducing the burden of KPIs for agents.

Today, Beike announced the start of a strategic transformation, upgrading the community living service model with consumers at the center. Chairman Peng Yongdong led the establishment of a transformation management committee, reorganized the structure, and promoted Beike's transformation from a trading platform to a community living service platform. Lianjia Beijing appointed three chief customer officers, led by Peng Yongdong, integrating brokerage, Huiju, and renovation businesses to implement the community living service model in Beijing. They repositioned the store as a community service station, focusing on consumer residential decision-making services rather than short-term transactions, and rooted in the community to meet the full range of family living needs throughout the life cycle. Beike emphasizes that all cadres should move from behind-the-scenes to the front line, streamline and loosen unproductive performance indicators for brokers, and focus on serving consumers.