Shell Empowers Multi-Win Outcome for Platform Economy Through Responsible Commitment

Recently, Beike announced that it will actively practice the “Invest in People” philosophy through measures such as equity donations and improving the protection system to safeguard the rights and interests of platform practitioners and help build a mutually beneficial ecosystem for the platform economy.

Recently, Beike’s co-founder, Chairman, and CEO Peng Yongdong, along with co-founder Shan Yigang, revealed in an internal all-staff email that as Beike and Lianjia approach their 25th anniversary, they will jointly donate 10 million Class A Beike common shares. The after-tax proceeds will be used to establish the “Healthy Home Beike Guardians Fund,” serving as a safety net for about 500,000 Beike and Lianjia employees and industry service providers. The project is scheduled to launch within the year. Based on recent average stock prices, this donation is valued at approximately 400 million yuan.

According to the introduction, the newly established “Healthy Home Beike Guardians Fund” includes three sub-projects: “Emergency Life Assistance Fund,” “Warm Home Support Fund,” and “Children’s Education Fund,” aiming to build a multi-layered protection network from emergency rescue to safety net. The beneficiaries include not only Beike and Lianjia direct employees but also platform-based brand owners, store owners, agents, as well as cleaning, maintenance, and construction personnel who have been on the platform for more than six months, totaling about 500,000 people.

“Employees and service providers are key professionals who create value in customer housing services,” Peng Yongdong said in the letter. “The establishment of the ‘Healthy Home Beike Guardians Fund’ is to do a little more, provide more protection, so that service providers can safeguard their own families and serve millions of households, bringing more peace of mind and security along the way.”

It is worth noting that this is not Peng Yongdong’s first donation. In April 2025, Beike announced that Peng planned to donate 9 million Beike Class A common shares, with 50% of the after-tax proceeds used for medical and health benefits for housing industry service providers and their families; the remaining 50% would support recent graduates in paying rent. The rent assistance program for recent graduates and similar groups has been officially implemented through the “Winter Green Plan,” effectively alleviating the economic pressure on young people entering the workforce and helping them settle into stable employment and growth.

In just one year, the two co-founders of Beike completed two donations, totaling 840 million yuan. All donation funds are precisely targeted at areas such as health protection, living assistance, and talent development, complementing previous initiatives like the “Green Plan.” These efforts establish a long-term support mechanism, demonstrate corporate social responsibility and warmth, and provide a vivid example of how the platform economy can achieve mutual benefits.

Additionally, starting March 1, Beike will fully abolish agent transfer fees, allowing talent to flow more smoothly. Beike is working to break the industry’s short-term, high-turnover dilemma and help frontline employees transition from “employment” to “career” and then to “enterprise.” Embedding care into the system ensures that frontline employees have dignity, growth, and a sense of belonging.

Peng Yongdong stated that deepening and extending Beike’s value logic from “Respect for Consumers” to “Protecting Service Providers” is crucial. He emphasized that the platform’s core role is as a “service provider”—serving consumers, partners, and society well, and wholeheartedly caring for and safeguarding every industry-based worker.

The Central Economic Work Conference emphasized that investment in both material and human resources must be closely integrated. As the core hub of the industrial ecosystem, platform companies should not only focus on business growth but also prioritize placing “people” at the center of development. Relevant authorities praised Beike: “Beike Group places great importance on the rights and interests of platform practitioners, building a solid safety net for the livelihoods and health of hundreds of thousands of platform workers, demonstrating the responsibility and commitment of internet companies.”

In recent years, the Central Economic Work Conference has consistently focused on the development of the platform economy, clearly promoting win-win situations among platform companies, operators within platforms, and workers. This not only guides high-quality industry development but also clearly conveys the requirement that “platform development should resonate with people’s aspirations for a better life.” Under policy guidance, leading internet platform companies like Beike have proactively taken on social responsibilities, continuously improving comprehensive protection systems for practitioners, including health care, emergency aid, and children’s education. These actions safeguard practitioners’ interests and set a positive example for the healthy and regulated development of the platform economy and the construction of a multi-party win-win industry ecosystem.

Industry experts say that Beike’s institutionalized and routine protection measures provide a safety net for practitioners facing sudden serious illnesses, accidents, or family difficulties. This not only effectively alleviates workers’ worries but also sets a benchmark for building a well-regulated, orderly, and sustainable industry. With the implementation of the spirit of the Two Sessions, it is expected that more platform companies will incorporate “Invest in People” into their development strategies, stimulating vitality among business entities through positive interactions with users, employees, and platforms, and achieving mutual benefits in the platform economy while demonstrating greater responsibility in promoting industry healthy development.