In the second-hand property trade, both buyers and sellers always face a key issue - fund security.

For Chinese people, the scale of funds involved in real estate transactions is huge, making it necessary to handle every detail of the transaction process with great care. Any risks arising from lack of transparency in the process, information asymmetry, or improper use of funds could lead to significant losses for both parties involved in the transaction. Therefore, ensuring the security of funds is crucial to safeguarding the interests of both buyers and sellers.

Recently, ke holdings (BEKE.US/02423.HK) held a fund security commitment conference in Zhengzhou with the theme "Reassuring Commitment, foreseeing a new future", where ke holdings Zhengzhou officially launched the service commitment of "doing all the standards, securing the house payment platform".

This signifies that ke holdings has brought a new solution specific to the industry pain point of "fund security" with a "ke holdings" touch.

So, how should we view this innovative move by ke holdings?

1. Once again making an innovative move, ke holdings Zhengzhou station announced a fund security service commitment.

At this conference, ke holdings announced a milestone service commitment - "doing all the standards, securing the house payment platform".

Although this commitment is concise, the responsibility it entails is significant.

This commitment means that in the future in Zhengzhou, in property transactions, both parties only need to follow the standard process for house payment. Ke Holdings platform promises to securely safeguard the transaction funds, providing security for consumers' house payments.

In other words, under the standard operational process, if problems arise during the transaction, Ke Holdings will need to use real money and silver to fulfill the commitment.

Looking back at Ke Holdings' various innovations in the industry, similar 'money-throwing' measures are actually quite common.

Such as the previous 'real listings, compensation for fakes', 'no price difference, tenfold return', 'if the transaction fails, commission refunded unconditionally', and 'funds custody, loss compensation' and so on.

However, in terms of the amount and level of commitments involved in this financial security service commitment, it can be said that Ke Holdings has elevated them to a new level.

Recently, in order to address issues such as service discrepancies between brands, Ke Holdings, together with all broker brands cooperating on the platform (based on cities), jointly launched a special '3 (national) + 3 (part of the cities)' platform-level service commitment initiative. The 'standard achieved, platform secures house payments' financial security service commitment announced in Zhengzhou is one of them.

Under the platform-level commitment system, all brands are willing to make commitments and fulfill performance obligations with Ke Holdings providing a backup service, further enhancing service quality. In order to support these commitments, Ke Holdings has established a platform service protection fund of up to 0.1 billion yuan.

(Ke Holdings' "3+3" platform-level service commitment)

Clearly, behind Ke Holdings' service commitment is its genuine ability and mechanism to "dare to compensate". This not only guarantees consumers, but also leads the industry, holding profound significance for the healthy development of the sector.

As Ge Jing, Ke Holdings' Chief Quality Officer, said, "If this is what consumers need, if this is a major pain point for consumers, and we make such a big effort, even if only one customer's loss of money is prevented by us, we may feel it is valuable."

2. Service longevity, good commitments deserve to be seen.

In fact, it is evident that Ke Holdings is keen on providing consumers with a range of innovative protective measures, not only focusing on protecting consumer rights, but also safeguarding the entire trade ecosystem.

In terms of its compensation method, the platform service protection fund follows the principle of "C before B", meaning that consumer losses are addressed first, followed by clarifying the responsibility between the platform and the brand. If there are no issues with the brand's service process, then the platform provides backup funds, maximizing the protection of service providers' operational safety and economic interests.

Through this mechanism, Ke Holdings ensures that consumers' rights are prioritized during the transaction process, while also motivating service providers to enhance professional skills, service levels, standardize processes, and services. Additionally, this initiative by Ke Holdings also establishes a safety net for various brokerage stores, as Ke Holdings hopes to work together with service providers to protect consumers' rights, making property transactions safer and more worry-free.

Obviously, under this initiative, ke holdings has further promoted the positive interaction among consumers, service providers, shop owners, brand owners, and platforms, enhancing consumers' sense of security, increasing the value of brokers, and ultimately achieving a win-win situation for all parties.

(Chief Quality Officer of ke holdings, Ge Jing)

From the perspective of ke holdings' commitment to financial security services, the specific contents include:

During the signing stage, ke holdings guides customers and property owners to watch videos on financial risks and sign a "Transaction Risk Disclosure Letter" to clearly define the risks that may be encountered during the transaction, enhancing both parties' risk awareness. Ke holdings creates an "Official Service Group" for each transaction to ensure transparent and interactive fund information, allowing both parties to have real-time access to fund movements.

During the contract fulfillment process, ke holdings implements a strong reminder mechanism to ensure that customers receive timely reminders and guidance at every step of the payment process. In addition, ke holdings has upgraded its management rules, promoted the intelligent connection of various systems, shifting from passive lagging inquiries to active monitoring, making accounts payable and accounts paid data visible, known, and manageable.

Furthermore, ke holdings has also established a more comprehensive risk management system, identifying 37 risk characteristics, defining 5 types of quasi-capital loss risks, and establishing city risk management organizational mechanisms and process standards.

It can be said that ke holdings' measures cover the entire process from signing to completion of the transaction. Through this series of commitments and measures, not only has it brought new trust guarantees to the Zhengzhou property transaction market, but it has also set a new benchmark for fund security management in the entire industry.

Although this service commitment is currently only available in Zhengzhou, ke holdings also stated that in the future, based on capacity building and operational conditions, it will further expand to more cities nationwide.

It is not difficult to foresee that in the future, with the national promotion of the capital security service commitment, ke holdings will lead the industry into a new stage of quality services, bringing more peace of mind and trust to consumers.

3. Where does the confidence of the "icebreaker" ke holdings in making commitments come from?

As mentioned above, this capital security service commitment not only involves a huge amount of funds, but also reaches new heights in terms of depth and breadth of commitment.

And this is the result of ke holdings' long-term exploration and practice.

In response, Li Fengyan, Chief Operation Officer of ke holdings’ broker business line, admitted at the event that this is the largest project ke holdings has undertaken in its 6-year history, with over 100 R&D colleagues involved. "If it meets the standard, we will compensate consumers first, and ensure that the landlords do not suffer any losses. Promising both ends, making the industry more secure."

To have the confidence to set such a precedent in the industry, it is clearly not a blind move by ke holdings. Behind this lies its profound insights into the industry, long-term cultivation and accumulation, as well as the manifestation of its strong infrastructure and technological innovation capabilities.

From the initial self-owned Lianjia brand to the now widely covered ke platform, ke holdings has accumulated nearly 24 years of industry experience. Over these 24 years, ke holdings has not only continuously explored and innovated in practice but also actively promoted up to 37 service commitments, such as real housing listings, no price markups, rejection of phone marketing, etc. The implementation and improvement of these commitments have provided a solid foundation and rich experience for ke holdings in introducing the capital security service commitment. The introduction of these service commitments has not only enhanced consumers' transaction experience but also gradually built up ke holdings' reputation and brand influence in the industry.

At the same time, ke holdings' strong infrastructure and technological innovation capabilities established in the industry are also key to its ability to provide high-quality services.

From the initial real housing information and no price difference, to the platform-level service commitments represented by the pledge of fund security services, ke holdings continue to invest in underlying capacity building, continuously exploring the road of quality living services.

"Keep it simple for consumers, keep it complex for oneself".

ke holdings always prioritizes consumers' needs and interests, by providing high-quality services, it satisfies people's aspirations for a better life.

(Li Fengyan, Chief Operating Officer of ke holdings' brokerage business line)

4. Conclusion.

Property transactions are not just a piece of paper contract, but also an important decision related to the happiness of every family.

Through the commitment of "doing everything standard, ensuring the safety of property trade platform", ke holdings not only brings new trust guarantee to the property trade market in Zhengzhou, but also sets a new benchmark for the industry's financial security management.

As ke holdings' Chief Operating Officer of ke city, Li Fengyan, expressed, "Being good to consumers, helping service providers to be good to consumers" is ke holdings' consistent theme. "Doing difficult yet correct things, this has always been our genes, today, our commitment to financial security means ke holdings has taken another step on the road of 'being good to consumers'.

Since entering the industry, ke holdings has been committed to providing consumers with a safe, transparent, and efficient trading environment through technological innovation and quality services, allowing every consumer to trade with peace of mind on the ke holdings platform and realize the dream of home ownership.

Each innovation and commitment of ke holdings is a push for the improvement of industry service quality and a reinforcement of consumer rights protection. Through these efforts, ke holdings is continuously changing the face of the real estate brokerage industry, leading the industry towards more standardized, higher quality development.

In a sense, the development history of ke holdings has become an evolution history of the upgrading of industry service quality.