Detailed narrative
Strategic Transformation and Operational Refinement
KE Holdings is undergoing a strategic transformation, shifting from a 'one size fits all' approach to district-specific and project-specific strategies. This involves analyzing specific districts or projects to tailor solutions, particularly in high-end communities. The company is also changing its metrics focus from scale and market share to consistent agent transactions, agent efficiency, healthy store profitability, and stable service quality. Managers are being mobilized to the front line, personally engaging in sales, revisiting leads, and accompanying agents to signing centers to foster a deeper understanding of operational realities.
Consumer-Centricity and Agent Evolution
The company clarifies that being consumer-centric does not mean bypassing agents but rather transforming the single agent role into a group of independently valuable, specialized roles. This is achieved by creating more high-value tasks and segmenting decision-making processes, recognizing that consumers need help filtering choices, not just more options. The platform is evolving from a commission-leading model to a modular ecosystem that includes consulting, showing, contracting, and renovation, where anyone creating incremental value is considered a service provider, enabling professional service providers to win in the long term.
AI's Impact on Business and Organization
AI is viewed as a new production factor, not an opponent, enabling innovation and reshaping the organization. AI helps manage unstructured data, shifting granularity from managing averages to managing individual properties, clients, and agents with tailored solutions. It changes the division of labor, lowers fixed costs, and increases variable costs, allowing for rapid iteration and high-frequency, low-cost profitability gains. AI also forces managers to create real business value from the front line rather than just reporting numbers, with human intervention becoming the new bottleneck in perfected workflows.
Market Dynamics and Strategic Response
The property market shows diverging trends, with structural recovery in existing homes (especially Tier 1 cities) and prices bottoming, while the new home market remains pressured. The company's strategy focuses on capturing structural market opportunities by allocating resources based on market performance, customer groups, and property types, reinforcing coverage in higher-tier cities. Financial discipline, flexible resource allocation, and strict cash flow management are prioritized to navigate market volatility🌐, ensuring that new investments meet ROI and service validation criteria before scaling.
Home Renovation and Rental Services Adjustments
Home renovation revenue declined due to proactive exits from inefficient cities, stores, and acquisition channels, and overall dampened demand from fewer new home deliveries. However, contribution margins improved significantly through centralized procurement and refined cost management. For Home Rental Services, revenue declined due to a transition to a lighter, net-based revenue product model, but profitability improved due to this structural shift and operating optimization. The focus for both segments is on delivery quality, enhancing user experience, and improving efficiency and renewal rates to ensure sustainable profitability.