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, was undergoing personnel optimization at both the core regional and headquarters levels, with an optimization rate exceeding 35%, involving potentially hundreds of people. Additionally, Yang Wei, the investment director of Behao Jia, has already left. Yang Wei previously held executive roles at Longfor Group and Gemdale Corporation and is now the General Manager of Behao Jia’s Business Development Center.

In response, Behao Jia told Interface News that the rumor about “a 35% layoff at Behao Jia” is false and is a rumor. The business operations of Behao Jia are normal, and the core team remains stable. The company has launched over 18 multi-model cooperation projects nationwide and is conducting normal personnel adjustments around its C2M core capabilities.

As a real estate team under Beike Group, Behao Jia’s direct involvement in land acquisition and disruption of the real estate development sector has continued to attract market attention.

In July 2023, Beike Group upgraded its “One Body, Three Wings” strategy, officially establishing the Behao Jia business line, which has assembled 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 capability of C2M product solutions and to strengthen partners’ trust in the “1+2 business model.”

The C2M model at Behao Jia involves analyzing big data, using AI algorithms to deeply understand and explore customer needs, and 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 users to participate in “big data-driven home building.”

In other words, Behao Jia will leverage a lightweight 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 all stages—from product positioning, design, quality control, to marketing—generating revenue from these services for 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 model for affordable improvement housing, while Beichen S1 targets high-end clients and seeks breakthroughs in the luxury market.

During this period, Behao Jia recruited extensively, focusing on professional managers from traditional real estate companies such as 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 Chengdu land auction prices at the time. By the end of 2024, Behao Jia had outbid competitors like Xiangyu Tianan United and Poly Real Estate with a total price of 697 million yuan, a premium rate of 13.89%, acquiring the 10-02 plot in Fengxian New Town, Shanghai.

At that time, industry expectations for this cross-industry 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 was Financial City Beichen S1. According to Interface News, Beichen S1 officially entered the market on November 14, 2025, with the first phase offering 108 units of refined large flats ranging from 275 to 375 square meters, with an average price of about 65,000 yuan per square meter, and total prices from 15.9 million to 54 million yuan.

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

However, as of March 10, 2026, data from Chengdu Housing and Urban-Rural Development Bureau showed that Beichen S1 had 50 signed units, with 58 remaining, and a signing ratio of about 46.3%. Nearly four months after opening, less than half of the units had been sold.

It’s 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 launched 82 units with an average price of 76,900 yuan per square meter, with the highest unit price exceeding 100,000 yuan per square meter, and unit sizes ranging from 267.8 to 473.89 square meters. One week later, an additional 56 units were released. As of March 10, the first phase had a sales rate of 64.83%, and the second batch 46.43%.

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

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

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

It is understood that, aside from these two self-managed projects, Behao Jia currently has 16 cooperative projects with various 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 its business positioning as a “data-driven residential development service platform,” providing full-chain C2M solutions to developers and other partners based on big data and AI capabilities.

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

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