Key
- Beike Zhaofang: An online real estate trading platform, ranking second in online platform transaction volume in China.
- Lianjia: A well - known real estate agency brand under Beike, offering standardized services.
- ACN (Agent Cooperation Network): An internal cooperation system within Lianjia that breaks the zero - sum game.
- Real Estate Dictionary: A self - built housing source database by Beike to ensure the authenticity and accuracy of housing source information.
- Real Estate Agent: A professional title advocated by Beike to enhance the dignity of the industry.
Abstract
This issue of Business Is Like This focuses on Beike Zhaofang, an online platform incubated from the traditional real estate agency Lianjia. By improving the relationships between agents and users, as well as between agents themselves, it has reshaped the real estate trading industry. The passing of the founder Zuo Hui has triggered a re - examination of the Beike model. The program delves deep into how Beike uses innovative measures such as the Real Estate Dictionary and the ACN Agent Cooperation Network to enhance service transparency and standardization, enabling it to stand out in the trillion - level market. In fact, it has even surpassed e - commerce platforms like JD.com and Pinduoduo to become the second - ranked online trading platform in China in terms of transaction volume. Beike's success lies in the fact that it is both an "athlete" and the builder of the "football field", bringing a stable, decent, and sustainable development model to the industry.
Insights
The case of Beike Zhaofang shows that traditional industries can be disrupted. The key lies in finding an innovative model to improve efficiency and enhance the user experience. Beike's success is not simply an example of "Internet +", but rather a profound understanding of industry pain points and a reshaping of the service model. Its standardization of housing source information and innovation in the agent cooperation model have not only improved the user experience but also transformed the industry ecosystem. This offers lessons for other traditional industries, indicating that through digital means and platform - based operations, resources can be effectively integrated, service quality can be improved, and win - win situations can be achieved.
Opinions
01 "Reshaping industry relationships is the key"
Beike has made the real estate agency business stable, decent, and sustainable by improving the relationships between agents and users, as well as between agents.
02 "Standardized service is the core competitiveness"
Lianjia has won users' trust by providing more transparent and standardized services, laying the foundation for the establishment of the Beike platform.
03 "Digital transformation is an inevitable trend"
Beike has led the industry transformation by building digital platforms such as the Real Estate Dictionary and the Agent Cooperation Network, improving transaction efficiency and service quality.
In - depth Analysis
Beike Zhaofang: From Lianjia to a Platform, Reshaping the Trillion - Level Real Estate Trading Market
In China's Internet landscape, Taobao, the e - commerce giant, dominates with its huge transaction volume. However, few people know that the platform following closely behind is not traditional e - commerce platforms like JD.com or Pinduoduo, but a real estate trading platform called "Beike Zhaofang". This company, incubated from the traditional real estate agency Lianjia, is reshaping China's trillion - level real estate trading market with its unique model.
Zuo Hui, the founder of Beike Zhaofang, unfortunately passed away in May this year at the age of only 50. His death has attracted wide attention both inside and outside the industry and has also made people re - examine this controversial yet highly innovative company.
The Rise of Lianjia: A Pioneer in Standardized Services
In 2001, Zuo Hui founded the first Lianjia store under the Anzhen Bridge in Beijing when China's commercial housing market was just emerging. With a sharp insight into the market and an extreme pursuit of service, Lianjia quickly rose to become a leading real estate agency brand in Beijing and even across the country.
Lianjia's success is not accidental. Its core lies in the subversion of the traditional real estate agency model. For a long time, the real estate agency industry has suffered from many problems such as information opacity and non - standard services, resulting in a poor user experience. Lianjia has broken this situation through the following measures:
- True housing source commitment: Since 2008, Lianjia has invested heavily in building the "Real Estate Dictionary", which details the key information of each housing source to ensure the authenticity and accuracy of the information.
- Agent Cooperation Network (ACN): Lianjia implemented the ACN system internally, splitting the real estate transaction commission so that each part involved in the transaction can receive corresponding benefits, thus breaking the zero - sum game between agents and encouraging cooperation.
- Standardized services: Lianjia has formulated strict service standards and processes to regulate agents' behaviors, eliminating practices such as price differences and false advertising and improving service quality.
These measures have enabled Lianjia to stand out in the highly competitive market, win users' trust, and lay the foundation for its subsequent platform - based transformation.
Beike Zhaofang: A Disruptor in the Platform - based Strategy
In 2018, Lianjia.com was officially renamed Beike Zhaofang, and its mobile APP and mini - program were launched, marking the full - scale launch of its platform - based strategy. Beike Zhaofang is not just a real estate trading platform but an ecosystem that connects real estate agents, users, and developers.
Beike Zhaofang's platform - based strategy is mainly reflected in the following aspects:
- Open platform: Beike Zhaofang opens its platform to other real estate agency brands, allowing them to join and use Beike's Real Estate Dictionary and ACN system for resource sharing and collaborative development.
- Empowering agents: Beike Zhaofang provides professional training and technical support to agents to help them improve their service capabilities and efficiency.
- Connecting developers: Beike Zhaofang cooperates with developers to provide channels and marketing support for new - house sales.
Through the platform - based strategy, Beike Zhaofang has rapidly expanded its market share and become the largest real estate trading platform in China. According to the data disclosed by Beike in 2020, one out of every five residential properties traded in China that year was completed through Beike.
Controversies and Challenges of the Beike Model
The rise of Beike Zhaofang has also sparked some controversies and doubts. Some people believe that Beike Zhaofang uses its market position to engage in unfair competition against other agency brands. Others think that Beike Zhaofang's high commission fees increase users' housing purchase costs.
In addition, Beike Zhaofang also faces challenges from policies and the market. In recent years, the Chinese government has introduced a series of real estate control policies to curb rising housing prices and stabilize market expectations. These policies have also had a certain impact on Beike Zhaofang's business.
Forward - looking Thinking: The Future of Real Estate Trading
Despite facing many challenges, the Beike Zhaofang model still has important value and significance. Through technological innovation and service upgrading, it has improved the efficiency and transparency of real estate transactions, enhanced the user experience, and contributed to the healthy development of the industry.
Looking ahead, the real estate trading industry will show the following development trends:
- Onlineization: With the continuous development of Internet technology, more and more real estate transactions will be completed online.
- Intelligence: Technologies such as artificial intelligence and big data will be applied to all aspects of real estate transactions to improve efficiency and accuracy.
- Standardization: The government will strengthen the supervision of the real estate trading market, standardize market order, and protect consumers' rights and interests.
Whether Beike Zhaofang can maintain its leading position in future market competition depends on its ability to continuously innovate, improve service quality, and establish good cooperative relationships with all parties in the industry. For the entire real estate trading industry, how to adapt to the new market environment and achieve sustainable development will be a long - term and arduous challenge.
In conclusion, Beike Zhaofang's success lies in its profound understanding of industry pain points and the reshaping of the service model. It is not only a successful enterprise but also a promoter of industry transformation. In future development, Beike Zhaofang will continue to face challenges, but the innovative spirit and service concept it represents will continue to lead the development direction of China's real estate trading industry.