BeiGood Home layoffs 35%? Beike quickly refutes the rumor, but its self-managed projects are under pressure to reduce inventory.

Interface News Reporter | Wang Tingting

Since the real estate giant Beike diversified into property development, it has been facing multiple practical challenges.

On March 10, market rumors suggested that Beike’s real estate team Behao Jia’s core area and headquarters personnel had been optimized, with an adjustment rate exceeding 35%, involving possibly over a hundred people. Additionally, Yang Wei, the investment head of Behao Jia, has resigned. Yang Wei previously held executive roles at Longfor Group and Gemdale Group and is now General Manager of Behao Jia’s Business Development Center.

In response, Behao Jia told Interface News that the rumor of “35% layoffs at Behao Jia” is false and a rumor. The business operations of Behao Jia are normal, the core team remains stable, and they have launched over 18 cooperative projects nationwide with various models. They are also conducting normal personnel adjustments around the development of their C2M core capabilities.

As a real estate team under Beike Group, Behao Jia has attracted continuous market attention for actively participating in land acquisition and disrupting the real estate development sector.

In July 2023, Beike Group upgraded its “One Body, Three Wings” strategy, and Behao Jia’s business line was officially established, forming a diversified and professional team including AI algorithms, data products, customer research, design and construction, and marketing planning.

However, according to Xu Wanggong, Vice Chairman of Beike Group and CEO of Behao Jia, Behao Jia does not aim to become a real estate developer. Its main purpose is to verify the implementation ability of C2M product solutions and to strengthen partners’ trust in the “1+2 business model.”

The C2M model at Behao Jia refers to analyzing big data and using AI algorithms to deeply understand and explore customer needs, predicting target customer preferences for product types and prices in advance. This serves as an important reference for property positioning, exploring a new model of “people-driven housing, housing-driven land, and housing-driven funding,” enabling user participation in “big data-driven home building.”

In other words, Behao Jia will leverage a light-asset model and the advantages of its full-chain C2M solution to cooperate with more developers to create better homes that meet customer needs. As Xu Wanggong stated, “Behao Jia’s profit model relies on providing services across product positioning, design, quality control, and marketing to developers.”

To test the feasibility of the C2M model, Behao Jia independently managed two projects: Chengdu’s Financial City Beichen S1 and Shanghai’s BeLian C1. BeLian C1 aims to create a sample for affordable improvement housing, while Beichen S1 targets high-end customers and seeks breakthroughs in the luxury market.

During this period, Behao Jia recruited extensively, mainly attracting professional managers from traditional real estate companies like Longfor, Vanke, Gemdale, and Sunac to strengthen its development team’s professionalism. Soon, Behao Jia accelerated its land market layout, appearing at land auction sites in Beijing, Guangzhou, Xi’an, and other cities.

On September 20, 2024, Behao Jia won a 24-acre residential land parcel in Chengdu’s Financial City Phase 3 at a floor price of 27,300 yuan per square meter, setting a new record for land prices in Chengdu. By the end of 2024, Behao Jia outbid competitors like Xiangyu Tianan United and Poly Real Estate with a total price of 697 million yuan, a premium rate of 13.89%, for a plot in Fengxian New Town, Shanghai.

At that time, industry expectations for this cross-sector move by the intermediary giant were high, believing that with vast customer data and channel resources, it could reshape development logic.

However, the market performance of these two projects did not meet expectations.

The most closely watched is Financial City Beichen S1. According to Interface News, Beichen S1 officially obtained its certificate and entered the market on November 14, 2025. The first phase launched 108 units, mainly 275-375 square meter fully decorated large flats, with an average price of about 65,000 yuan per square meter, totaling between 15.9 million and 54 million yuan.

Subsequently, Beichen S1 announced that sales exceeded 1.4 billion yuan. Based on an average price of over 60,000 yuan and an average unit price of about 20 million yuan, the absorption rate was about 60%, with approximately 60-70 units sold.

However, as of March 10, 2026, data from Chengdu Housing and Urban-Rural Development Bureau showed that only 50 units had been signed, with 58 remaining, indicating a signing rate of about 46.3%. Nearly four months after opening, less than half of the units had been sold.

It is worth noting that in the same area, the “land king” project Jianfa Haiyao, with an average price exceeding 70,000 yuan per square meter, performed better in sales. On January 6, 2026, Jianfa Haiyao opened 82 units at an average price of 76,900 yuan per square meter, with the highest unit price surpassing 100,000 yuan per square meter. The unit sizes ranged from 267.8 to 473.89 square meters. One week later, 56 units were added. As of March 10, the first phase had a sales rate of 64.83%, and the second batch 46.43%.

In Shanghai, Behao Jia’s self-developed BeLian C1 also experienced a slow sales pace. In October 2025, BeLian C1 launched 144 units at an average price of about 43,500 yuan per square meter. Data from online real estate shows that 89 units have been sold, with 55 remaining, representing a signing rate of 61.81%.

In December 2025, the second batch of BeLian C1 launched 112 units at an average price of about 44,000 yuan per square meter. So far, 18 units have been sold, with 94 remaining, and a signing rate of 16.07%.

After these experiences with the self-managed projects Beichen S1 and BeLian C1, Behao Jia has clarified that it will no longer independently manage projects, as a lighter asset model better leverages its strengths.

According to sources, besides these two self-managed projects, Behao Jia currently has 16 cooperative projects with partners including China Power Construction Real Estate, China Merchants Shekou, China Jinmao, and Binjiang Properties.

A representative from Behao Jia told Interface News that the company will always adhere to the business positioning of “data-driven residential development service platform,” providing full-chain C2M solutions for developers and partners based on big data and AI capabilities.

“Meanwhile, Behao Jia has ongoing talent recruitment plans across multiple cities and will soon launch new service-oriented products.”

As for rumors that “Yang Wei, the investment head of Behao Jia, has resigned,” Behao Jia did not comment. However, industry insiders revealed that Behao Jia has appointed a new head for its core operations.