Mission Statement, Vision, & Core Values of KE Holdings Inc. (BEKE)

KE Holdings Inc.'s foundation is built on its core mission: 'admirable service, joyful living,' a principle that directly maps to its massive scale in the Chinese housing market. The numbers from the third quarter of 2025 show this mission is defintely tested, with a Gross Transaction Value (GTV) of US$103.5 billion and net revenue of US$3.2 billion, but net income fell 36.1% year-over-year. Can a vision to serve 300 million families-the company's stated goal-sustain profitability when market headwinds challenge the 'Honest & Accountable' value, and what strategic pivots are required when core principles meet real-world financial pressure?

KE Holdings Inc. (BEKE) Overview

You're looking for a clear picture of KE Holdings Inc. (BEKE), and honestly, the story is one of adapting a traditional service-real estate-into a modern, integrated platform. The company, which operates the Beike platform, started its journey with the Lianjia brand back in 2001, giving it over two decades of operating experience in the housing market.

KE Holdings Inc. is now a leading integrated online and offline platform for housing transactions and services, pioneering infrastructure and standards for the industry. Its core offerings are comprehensive, covering the full housing lifecycle. This includes existing home sales, new home sales, home rentals, and a significant push into home renovation and furnishing.

For the third quarter of 2025, the company's total net revenues reached RMB23.1 billion, showing a 2.1% increase year-over-year, which reflects a steady monetization capability even with market headwinds. That's a massive operation. The total Gross Transaction Value (GTV) for the quarter was RMB736.7 billion, remaining relatively flat year-over-year.

• Started as Lianjia in 2001.
• Offers existing/new home sales, rentals, and renovation.
• Q3 2025 Net Revenues: RMB23.1 billion.

Analyzing Q3 2025 Financial Performance and Growth

The latest Q3 2025 financial results, reported on November 10, 2025, show a mixed but strategically focused performance. The overall net revenues grew to RMB23.1 billion, but the real story is in the segments. The existing home transaction GTV actually increased by 5.8% year-over-year to RMB505.6 billion, which is a solid sign of core service strength. However, new home transaction GTV decreased by 13.7% to RMB196.3 billion, which is a clear signal of the broader market challenges.

Here's the quick math on their emerging businesses: Home rental services revenue hit a record high of RMB5.7 billion in Q3 2025, a substantial jump of 45.3% year-over-year. This growth is defintely driven by the expansion of rental units under management, which surpassed 660,000 by the end of the quarter. Plus, the home renovation and furnishing business brought in RMB4.3 billion in revenue, remaining relatively flat year-over-year. What this estimate hides is the operational efficiency gains, as the segment's contribution margin improved by 0.8 percentage points.

The company is also expanding its physical and digital footprint. Active stores grew to 59,012, an increase of 25.9%, and active agents rose to 471,501, up 11.4% compared to the previous year. That's a massive network effect in action. Mobile monthly active users (MAU) averaged 49.3 million in the quarter. Despite a decrease in net income to RMB747 million, down 36.1% year-over-year, the company maintained strong cash reserves and continued its share repurchase program, spending US$281 million in Q3 alone.

KE Holdings Inc. as an Industry Leader

KE Holdings Inc. isn't just a brokerage; it's an engine for the entire housing ecosystem. The company is consistently recognized as a leading integrated online and offline platform, and its market capitalization often surpasses industry standards, asserting its dominance in terms of size. They've been a pioneer in building the infrastructure and standards that reinvent how service providers and customers navigate complex housing transactions. This focus on technology and operational standards is what sets them apart.

The company's strategy is clear: use the Beike platform's digital capabilities to enhance the service quality of its vast network of agents and stores. This dual focus-tech-driven efficiency and human-centered service-is why they are a formidable force. To truly understand the strategic depth of their market position, you should consider Exploring KE Holdings Inc. (BEKE) Investor Profile: Who's Buying and Why?

KE Holdings Inc. (BEKE) Mission Statement

As an analyst, I see a company's mission statement not as marketing fluff, but as the clearest map of its long-term economic intent. KE Holdings Inc.'s (BEKE) mission, admirable service, joyful living, is a concise, two-part directive that guides their strategy in China's complex housing market. It's the foundation for everything they do, from their technology investments to their agent training programs, and it's how they plan to capture market share and drive shareholder value.

This mission is the core driver behind their push to become the most reliable and efficient platform for home transactions and services. It's a commitment that translates directly into tangible operational metrics. For example, the continued growth in their platform's reach, with active stores increasing by 25.9% to 59,012 and active agents rising to 471,501 by the end of Q3 2025, shows a clear investment in the 'service' side of the mission. This scale is necessary to deliver on their vision to provide comprehensive housing services to 300 million families.

If you want a deeper dive into the company's structural history, you can find it here: KE Holdings Inc. (BEKE): History, Ownership, Mission, How It Works & Makes Money.

Component 1: Admirable Service-Raising the Industry Standard

The first component, admirable service, is the operational mandate. In a market historically plagued by information asymmetry (where one party knows more than the other), this means creating transparency and professionalizing the agent network. It's about standardizing the customer experience across a massive, fragmented ecosystem.

This focus is evident in the strong financial performance of their core business segments, even amidst market volatility. In the third quarter of 2025, the Gross Transaction Value (GTV) for existing home transactions-the segment most reliant on service quality-grew by 5.8% year-over-year, reaching RMB505.6 billion (US$71.0 billion). That's the quick math on service quality: better service means more transactions. Plus, they are actively piloting a 'buyer-seller agent specialization' program, like the one in Shanghai, to further enhance agent capabilities.

• Standardize agent conduct and transaction processes.
• Enhance service quality through rigorous training and technology.
• Build consumer trust through transparency.

Component 2: Joyful Living-Expanding the Service Scope

The second component, joyful living, is the ultimate customer outcome and the strategic driver for diversification. It acknowledges that a home transaction is just the start of a homeowner's journey. This is why KE Holdings Inc. has aggressively expanded into adjacent, high-margin services that improve the quality of life after the sale.

The growth in their non-transaction businesses is the clearest measure of this commitment. Revenue from their home rental services, for instance, saw a significant increase of 45.3% year-over-year in Q3 2025. Furthermore, the home renovation and furnishing business is a major growth engine, reporting revenue of RMB4.6 billion in Q2 2025, a 13% increase year-over-year. This expansion moves the company beyond just brokerage fees and into a full-lifecycle service provider, making the customer experience defintely more seamless.

They are managing over 590 thousand rental units as of Q2 2025, which shows they are scaling the 'living' part of the mission.

Component 3: Technological Innovation and Trust-The Enabler

The entire mission is underpinned by a commitment to technological innovation and building trust, which are core values for the company. You can't deliver 'admirable service' at the scale of a GTV of RMB736.7 billion (US$103.5 billion) in Q3 2025 without a powerful platform.

KE Holdings Inc. uses technology, particularly Artificial Intelligence (AI), to improve operational efficiency and customer satisfaction. This AI integration is not just a cost-saver; it's a profit driver, contributing over RMB100 million in profit during Q3 2025. This focus on data and technology is what allows them to maintain a high level of service quality across their vast network of agents and stores, reinforcing the transparency and ethical practices that build trust. Their total net revenues for Q3 2025 reached RMB23.1 billion (US$3.2 billion), a 2.1% increase year-over-year, demonstrating that the tech-enabled service model is working.

KE Holdings Inc. (BEKE) Vision Statement

You're looking for the foundational principles that drive KE Holdings Inc. (BEKE), and that's smart. The mission, vision, and core values aren't just marketing fluff; they map directly to the business strategy and, ultimately, the financial outcomes we see. The direct takeaway is that KE Holdings' vision-to serve 300 million families-is being pursued through a strategic shift to higher-margin, recurring service lines like home rentals and renovation, which is helping to stabilize revenue despite a flat overall Gross Transaction Value (GTV) in a challenging market.

The Mission: Admirable Service, Joyful Living

The mission statement is simple: Exploring KE Holdings Inc. (BEKE) Investor Profile: Who's Buying and Why? The company aims for 'admirable service, joyful living.' This isn't about just closing a deal; it's an empathetic approach to a high-stress life event-buying, selling, or renting a home. This focus on service quality is the core differentiator, especially in a fragmented market. It's the 'why' behind their operational choices, like pioneering industry infrastructure and standards to redefine the service provider experience.

Vision Pillar 1: Comprehensive Housing Services

The vision is to 'provide comprehensive housing services to 300 million families,' and the first pillar is the word 'comprehensive.' This means moving far beyond just existing and new home sales. It's a deliberate diversification into ancillary services that offer more stable, recurring revenue streams, which is defintely a smart move in a cyclical real estate market.

Here's the quick math on this strategic shift, based on the latest 2025 fiscal year data:

• Home rental services net revenues hit a record high of RMB5.7 billion in Q3 2025, a jump of 45.3% year-over-year.
• The number of rental units under management exceeded 660,000 by the end of Q3 2025, a massive 75% increase year-over-year.
• Net revenues from home renovation and furnishing were also substantial at RMB4.3 billion in Q3 2025.

This expansion into home rental and renovation services is critical because it offers a higher contribution margin and reduces reliance on the volatile transaction market. That 45.3% growth in rental revenue shows the strategy is working to create a more resilient business model.

Vision Pillar 2: Scale and Reach (300 Million Families)

The second pillar is the sheer scale: 300 million families. This number speaks to KE Holdings' ambition to be the dominant, integrated platform across China's vast housing market. It's about maintaining market share and expanding their Agent Cooperation Network (ACN) to serve a massive population base. In Q3 2025, the Gross Transaction Value (GTV) was RMB736.7 billion, which was relatively flat year-over-year.

What this flat GTV estimate hides is the underlying shift. While the new home GTV saw a decrease of 13.7%, the existing home GTV actually increased by 5.8%. This suggests the platform's core strength-connecting buyers and sellers of existing homes-remains robust, even as the new home market faces headwinds. The vision of reaching 300 million families is supported by having more active stores and agents, which grew by 25.9% and 11.4% respectively in Q3 2025. You need boots on the ground to serve that many people.

Core Values: Trust and Technology as the Bedrock

The operational philosophy that underpins this vision is rooted in a few key principles. The company's core value system is centered on 'Cooperation and trust,' which is essential for any platform business. They choose to 'do the right thing even if it's difficult,' guided by the concept of 'being virtuous while seeking growth.'

This translates into clear, actionable values:

• Authenticity and Trust: Maintaining the 'four authenticities' listing standard-truly existing, verified address, truly available, and authentic price-is the non-negotiable prerequisite for platform participation.
• Technological Innovation: They are accelerating the integration of Artificial Intelligence (AI) into core business scenarios to enhance operational and middle/back office efficiency.
• Service Provider Empowerment: The focus is on empowering the professional growth of service providers, recognizing that better agents lead to better service and a stronger platform.

The push for AI-driven efficiency is already paying off, with the combined contribution profit to total gross profit reaching a record high in Q3 2025. This shows that the value of technological innovation isn't just a talking point; it's a direct driver of profitability, even as Q3 2025 net income declined by 36.1% to RMB747 million due to broader market pressures. You must look past the headline net income drop and see the efficiency gains in the underlying business segments.

KE Holdings Inc. (BEKE) Core Values

You want to know how KE Holdings Inc. (BEKE) translates its ambitious mission-admirable service, joyful living-into real financial results, especially in a challenging market. The answer is in their core values, which act as a non-negotiable operating manual. This isn't just corporate jargon; it's a framework that drives everything from agent incentives to their RMB736.7 billion Gross Transaction Value (GTV) in Q3 2025.

The company's philosophy is rooted in 'being virtuous while seeking growth,' which means choosing long-term value creation over short-term gains. This is a trend-aware realist approach, acknowledging the near-term pain for future stability. Here's how they execute on their core principles, backed by Q3 2025 performance data.

Do the Right Thing Even If It's Difficult

This principle is the cornerstone of KE Holdings' (BEKE) culture, a mantra that guides their strategic decisions, even when it hits the bottom line. It's an empathetic acknowledgment that the real estate market is complex, and integrity must be prioritized. You see this play out in their financial reporting: Q3 2025 Net Income fell 36.1% year-over-year to RMB747 million, which, while concerning, reflects a deliberate choice to maintain service quality and agent support despite market headwinds. They are absorbing short-term margin pressure to preserve their brand equity and agent network.

• Uphold transparent commission rates, which initially seemed irrational against lower-cost competitors.
• Invest in proprietary data infrastructure (like the Agent Cooperation Network, or ACN) to standardize service, even with high upfront costs.
• Achieved an MSCI ESG rating upgrade from A to AA in October 2025, showing a commitment to governance and environmental efforts that often require difficult, non-immediate investments.

Here's the quick math: they spent US$281 million on share repurchases in Q3 2025 alone, demonstrating a commitment to shareholder value even as net income declined. That's a clear action taken to stabilize the stock and show confidence, which is defintely a difficult choice in a slowing market.

Empowering the Ecosystem (Agent Cooperation Network - ACN)

KE Holdings understands that the quality of the customer experience is directly tied to the professionalization and collaboration of its service providers. The Agent Cooperation Network (ACN) is the core mechanism here, acting as a digital operating system that fosters reciprocity and bonding among different agents and brokerage brands. This isn't just a platform; it's a system of shared credit and fair allocation for every step of a transaction, which is revolutionary in a fragmented industry.

The numbers show this strategy is working to grow their reach: the number of active stores on the platform increased by 25.9% year-over-year in Q3 2025, and active agents grew by 11.4%. This expansion of the network is critical for their vision to serve 300 million families. To be fair, this growth in the agent base is what allows them to maintain a strong presence in existing home GTV, which rose 5.8% to RMB505.6 billion in Q3 2025, even as the new home market struggled.

Technological Innovation and Efficiency

To deliver 'admirable service' at scale, you have to use technology to cut friction and cost. KE Holdings is a tech company in a real estate wrapper, constantly enhancing operational efficiency through AI and digital tools. This focus is visible in the rapid expansion of their high-margin, non-transactional services.

• AI-driven management in home rental services contributed to significant operational efficiency and cost savings, helping that segment's revenue reach a record high of RMB5.7 billion in Q3 2025, a 45.3% increase year-over-year.
• The number of managed rental units grew to over 660,000 by the end of Q3 2025, up from over 370,000 in the same period of 2024, a clear reflection of efficiency gains from their light-asset, tech-driven model.
• They are piloting key initiatives, like the separation of agent roles for homeowners and buyers in Shanghai, a structural change that uses technology to enforce specialization and improve service quality.

This diversification is key to reducing cyclicality; non-housing transaction services accounted for 41% of total revenues in Q2 2025. So, while total revenue was up only 2.1% to RMB23.1 billion in Q3 2025, the underlying shift toward higher-margin, efficient services is a direct result of this core value in action. You can read more about the company's background and strategy here: KE Holdings Inc. (BEKE): History, Ownership, Mission, How It Works & Makes Money.

Admirable Service, Joyful Living

This is the mission, but it's the ultimate value. It means ensuring a positive experience for both the consumer and the service provider. The company's investment in providing professional measuring and design renderings upfront, before a customer commits to a home renovation, is a concrete example of reducing psychological distance and building confidence. They are building a real, tangible presence in communities, not just running cold, impersonal advertisements. This focus on service quality is the long-term play that builds brand loyalty and market share.

What this estimate hides is the true cost of customer trust, but the benefit is clear: stores in high-quality business districts-those adhering to the highest service standards-had 1.44 times the average productivity of other stores in Q2 2025. That's a direct line from admirable service to higher agent productivity. Finance: continue to track the productivity multiplier in Q4 2025 to quantify the return on service quality investments.