The strategic upgrade of Beike Enterprise to "One Body, Three Wings" has taken five months, and the "skeleton" of the "Third Wings" Beihao Home Service business line is gradually becoming clear.
Blue Whale Finance learned that since the establishment of this business line, Beike's team has gradually improved, and personnel with recent experience in real estate companies such as Longhu, Vanke, Jindi, and Jinmao have entered this business line.
Guo Jing, former General Manager of the R&D Department of Longhu Real Estate Waterway, currently serves as the Chief Designer of Beihao Home's products; Huang Ling, a former employee of Jinmao North China regional design, currently serves as the head of architectural design for Beihao Home.
Xiao Zheng, a former financial employee of Vanke Northeast and Beijing, joined Beihao Home to be responsible for financial work; Yan Genhui, former General Manager of Longhu Zhengzhou Company and General Manager of Fudi Industrial Development Ningbo Company, and Luo Huijian, responsible for customer research at Jindi Group, respectively joined Beihao Home to be responsible for investment and customer research work; Yang Baogang, who previously served Longhu and Hejing Taifu in charge of engineering, also joined.
From the resumes of the newly added personnel mentioned above, it can be seen that the product incubation of Beihao Family Business Line is not limited to Beijing, where the company headquarters is located. For example, Yan Genhui, the former general manager of Zhengzhou and Ningbo companies, is theoretically familiar with the markets in North China and East China.
From the perspective of personnel allocation, the above-mentioned personnel positions cover design, customer research, investment, finance, and architectural design. An industry insider told Blue Whale Finance, "This is basically a complete configuration within the real estate company, but there is still a marketing gap."
A person close to Beihaojia revealed that Beihaojia at least currently does not intend to directly intervene in real estate development. Beihaojia mainly targets urban investment and construction enterprises, developer enterprises, and construction agency companies, and carries out various modes of cooperation.
Since its establishment, the Beihao Family Business Line team has visited multiple cities in the past period of time and has been reviewing projects.
"At present, there is no project implementation yet." According to the person mentioned above, "what everyone is interested in is the c2m model and capability proposed by Beihaojia, which connects users and big data to achieve product positioning capabilities that are more in line with practical needs."
To put it more simply, the Shell platform has a large amount of information on transactions, shows, and customer preferences. These pieces of information can serve as references for various aspects of the project, including investment, land acquisition, design, and marketing.
"When the sales of new houses continue to decline, researching customers and products means grasping project diversification and financial security." In the eyes of a real estate company in the Beijing area, even though Beike has strong capabilities in new house sales, it still belongs to the "outsider" in professional fields such as project investment, design, and construction. With the addition of personnel with experience in real estate investment, design, customer research, engineering, and other fields, Beike's new business has become professional.
"Beike Zhaofang has a precise customer base and uses the thinking of industrial internet to change the operation mode of traditional real estate brokerage, home decoration and other industries." An industry insider told Blue Whale Finance that it is not a wise choice to intervene in development in the current market situation, and equity cooperation or even light capital cooperation is more suitable for Beike.
There are also opinions that the current transactions of new and second-hand houses continue to remain sluggish, and through the layout of new businesses by Beihao Home, it may become a new source of revenue for Beike in the future.