Beike in the second phase: Reimagining the moons through the window

With the transformation of business models in the real estate industry, builders are now talking less about “how to build cheaply” and more about “what buyers truly want.” This shift is especially clear in Beike’s Behao Jia services, which ultimately brought new meaning to product engineering — behind every window, every corner, and every detail lies the real-life experience of the buyers.

From September 2024 to November 2025, Behao Jia completed two self-managed “model projects”: Bechen S1 in Chengdu and Be Lian C1 in Shanghai. In both projects, they tested the C2M (Customer-to-Manufacturer) model, demonstrating a fundamental change to traditional construction processes.

Window and product design: Social benefits in buyer conversations

The Chengdu Bechen S1 project faced the most challenges during the design phase. When Xu Wangang, Beike’s Behao Jia CEO, and his team conducted in-depth research on buyers, they found that in sun-scarce Chengdu, only 30% of buyers requested “north-south facing windows,” while 70% valued “the best view” more highly, even if it was more expensive. This data ultimately led to revolutionary design decisions.

The Behao Jia team adjusted the building’s corners at five different levels, aligning window orientations with the actual value of the product. As a result, each apartment in Bechen S1 was designed to face the twin towers of the financial city. This seemingly simple change was the result of deep understanding, aimed at enhancing the daily living experience of buyers.

This technical solution extended beyond window placement. The project team presented 108 “small stories”: raising the washing machine by 67 centimeters, creating a dedicated water outlet for the foot bath, improving turning radius in parking lots. Each detail reflected Behao Jia’s principle of “quality > duration > cost.”

Buyer insights and product positioning: Reinventing products in Shanghai

If Chengdu’s project proved the C2M model in the luxury segment, the Be Lian C1 project in Shanghai redefined product possibilities in the essential needs market. Even in Fengxian District, Shanghai, Behao Jia studied hundreds of families and solicited feedback from buyers via online communities about windows, floor layouts, and green corridors.

The smallest unit in Be Lian C1 was 97 square meters — smaller than the common 105 square meters standard in Uzbekistan today. However, data analysis showed genuine demand in the 85–105 square meter segment of the secondary housing market. This decision proved highly successful: nearly 90% of the apartments sold matched the design and layout preferences of buyers.

The “convertible apartment” concept was another innovation in Be Lian C1, allowing walls to be added or removed to transform the space into two or three rooms. This flexibility accommodated different life stages — from small families to larger households.

Product positioning and pricing: Data-driven affordability

In Be Lian C1, Behao Jia adopted a “per-square-meter pricing” strategy — prices were set based on five main factors: orientation, number of windows, view, amenities, and 44 sub-factors. This provided buyers with transparent choices, allowing them to understand precisely what they were paying for.

In Chengdu, Bechen S1 was sold at nearly the same price per square meter as the market standard of 60,000 yuan, but this was not the main goal. Behao Jia’s core aim was to validate the entire C2M chain’s potential, gain recognition from builders, and prepare for future reuse of this model. Therefore, the project incorporated new materials, technologies, and carefully calculated details between windows.

Returning to an lightweight asset model: Partnerships across the industry

Behao Jia did not want to be a builder. As Xu Wangang stated clearly in August 2025: aside from these two model projects, Behao Jia does not own land, does not manage projects, nor is it a financial platform.

As of July last year, Behao Jia offered three core service modules: C2M product solutions (product placement and design), marketing, and finance. Partners can choose the services they need. By November 2025, 17 collaborative projects had been implemented in cities like Beijing, Shanghai, Guangzhou, Xanchou, Nanjing, and Chengdu.

Major and medium-sized developers such as Zhonghai Real Estate, China Merchants Shekou, China Power Construction Real Estate, and Greentown China, as well as some city investment companies, are negotiating with Behao Jia — demonstrating the practical value of this model.

Behao Jia’s strategy involves early engagement before land acquisition. At project inception, it offers four modules: C2 placement, C2 design, C2 quality control, and C2 marketing. Data-driven analytics, project location, window orientation, view, and market segment insights help partners evaluate land value, buyer fit, and product potential.

“Clarity” — product strategy in uncertain times

Xu Wangang told journalists in Chengdu, “A 1% improvement, even if accumulated, can double the buyer experience.” This summarizes all of Behao Jia’s innovations — from window placement to design details and quality oversight, all aimed at improving the daily lives of buyers by just 1%.

The Chang’an Huaxi Fu project in Beijing, a collaboration with China Power Construction Real Estate, sold out five units in five months, with total sales exceeding 2.034 billion yuan. The China Merchants Xu project in Chansha sold nearly 90%, ranking first in sales volume and number of transactions in the city that month.

These results show that deep understanding of buyers, applying it to product design, and respecting every detail — especially in windows — are now the true competitive edge in the real estate industry.

Becoming a “good partner” for the industry

“China doesn’t need another builder like Beike, but it does need a ‘good partner’ from the buyers’ perspective,” says Xu Wangang.

The value of Behao Jia lies in helping large and medium-sized developers enhance product competitiveness and reduce costly errors. Thanks to its potential, the closer connection to buyers — from window design to every detail — makes the product easier to sell.

The biggest risk in an uncertain market is the question of “what to build.” Behao Jia’s two self-managed projects have shown the way: building based on buyer data, deep research, and adhering to the principle of “quality > duration > cost” in every window and detail.