KE Holdings (02423) unveils vision and new brand identity on its 25th anniversary; Beike Zhaofang app renamed Beike app

On November 12, at the conference marking the 25th anniversary of the organization's founding, Peng Yongdong, co-founder, chairman and CEO of KE Holdings, Inc. Sponsored ADR Class A Group (BEKE.US; 02423), announced the company's mission, vision, values and spirit for its new stage. The mission, "To provide dignified service providers and better living," remains unchanged, and the future vision is "To accompany every stage of home with professionalism." Four values were also released: persist in doing difficult but correct things, put consumers at the center, let professional service providers win, and strive side by side to help each other succeed. The organization's spirit was defined as: authentic, open, resilient and optimistic. At the event, KE Holdings, Inc. Sponsored ADR Class A announced the launch of a new brand logo and a custom brand typeface, "KE Holdings, Inc. Sponsored ADR Class A Type," while the "KE Holdings, Inc. Sponsored ADR Class A Zhaofang" app was renamed the "KE Holdings, Inc. Sponsored ADR Class A" app. Mission unchanged The mission "To provide dignified service providers and better living" was established in 2018 by Zuo Hui, founder of Lianjia, and Peng Yongdong has carried it forward. Peng Yongdong reiterated the word "dignity" and further defined the dignity that service providers should have in the new era. He said: "Can dignity be declared directly? No. Dignity can only be earned. Zuo (founder of Lianjia and KE Holdings, Inc. Sponsored ADR Class A) once quoted a saying: The best way to get something is to make yourself worthy of it. What counts as worthy? Not deceiving people, having a spirit of service, and having real ability. Only when service providers are worthy will consumers give respect." In the past, the value of brokerage services came largely from information advantages; today, as information becomes increasingly transparent, consumers need judgment more. Peng Yongdong believes that KE Holdings, Inc. Sponsored ADR Class A's future agents and service providers must become professional, and the key to professionalism lies in understanding consumers' circumstances, giving evidence-based judgments, and helping consumers see trade-offs clearly and reduce uncertainty. Peng Yongdong emphasized that KE Holdings, Inc. Sponsored ADR Class A's value as a platform lies in changing systems and mechanisms so that professional service providers become more professional as they work, "and ultimately earn the dignity of this profession." According to the plan, in five years KE Holdings, Inc. Sponsored ADR Class A will make a cycle truly run: consumers feel the value and are willing to pay; service providers create value and can earn income and continue to build professionalism; and the platform benefits by facilitating cooperation between the two sides. Vision focuses on "professionalism" and "every stage of home" "To accompany every stage of home with professionalism" is KE Holdings, Inc. Sponsored ADR Class A's vision, and this statement defines the role KE Holdings, Inc. Sponsored ADR Class A wants to play in consumers' lives. Peng Yongdong said the vision contains no numbers (performance targets), "because numbers answer 'how much,' not 'how good.'" As for why the vision centers on "home," Peng Yongdong explained: "A house is an object; a home is people. A house can be sold once, but a home must be lived in for decades." Every few years, a home faces a major housing event: from saving enough for a down payment to buy a first home, to moving for children's schooling, to bringing parents to live nearby. Peng Yongdong said, "Every stage bears the full weight of a home; yet almost every stage is their first time." KE Holdings, Inc. Sponsored ADR Class A hopes that at these moments, consumers will have professionals by their side to help them see choices clearly, understand trade-offs, and get things done reliably. In Peng Yongdong's view, "with professionalism" is the qualification for accompanying people through housing services: first stand on the consumer's side, then have real ability. He said "every stage" means that for every major housing event in a home, KE Holdings, Inc. Sponsored ADR Class A deserves to be remembered; and the professionalism required for renting, buying and renovating differs, "the people at this stage hand the next stage to the right people. Accompaniment depends not on any one person, but on a group of people passing the baton." KE Holdings, Inc. Sponsored ADR Class A's new logo: shape, color and typeface all take on new meaning Along with the launch of the vision, KE Holdings, Inc. Sponsored ADR Class A released a new brand identity. On the original logo, KE Holdings, Inc. Sponsored ADR Class A incorporated the infinite structure of a "Mobius strip," upgrading the KE Holdings, Inc. Sponsored ADR Class A logo from flat to a three-dimensional structure. This three-dimensional infinite structure has no endpoint, only perpetual evolution, meaning that the accompaniment of housing services "does not end on the day of transaction," but must accompany and satisfy consumers' ever-renewing pursuit of home at different stages of life. The new logo changes from the original blue background to a multicolor system combining the three primary colors of red, green and blue. Among them, "Lianjia Green" carries the original aspiration of Lianjia's founding; "KE Holdings, Inc. Sponsored ADR Class A Blue" represents technological strength and an open platform; "Ecosystem Red" is a specially formulated red blended from the colors of nearly 300 real estate brokerage brands on the KE Holdings, Inc. Sponsored ADR Class A platform. Together, these three colors form the multicolor gradient of the new logo. "It is precisely these coexisting hundred colors that converge into KE Holdings, Inc. Sponsored ADR Class A's open ecosystem. And precisely because home is colorful, KE Holdings, Inc. Sponsored ADR Class A should match it with a colorful logo." The newly customized "KE Holdings, Inc. Sponsored ADR Class A Type" is also applied for the first time in the new logo. The new typeface is vertically elongated, emphasizing "standing on professionalism," and features graded rounded corners, meaning "thoughtful service." KE Holdings, Inc. Sponsored ADR Class A app drops "Zhaofang" From the birth of Lianjia in 2001 to KE Holdings, Inc. Sponsored ADR Class A's platformization in 2018, "Zhaofang" had always been a core scenario, solving issues of information authenticity and transaction efficiency. As the housing market changes, consumer needs are no longer limited to finding homes, but cover more stages such as viewing, signing, renovation, renting and asset management. Around the "one body, three wings" strategy, KE Holdings, Inc. Sponsored ADR Class A's services have expanded from property transactions to home renovation, leasing and other fields, and new businesses now account for 40% of the company's revenue. In 2025, KE Holdings, Inc. Sponsored ADR Class A's leasing business achieved full-year profitability for the first time, with more than 700,000 units under management; the home renovation business reached revenue of RMB15.4 billion, becoming the first domestic renovation company to exceed RMB15 billion in scale. Dropping the two characters "Zhaofang" sets KE Holdings, Inc. Sponsored ADR Class A's strategic direction from transactions toward one-stop housing services, and professional service providers will also transform from real estate agents into housing service advisors.