Demystifying the digital transformation of the real estate brokerage industry in China: A case study of Lianjia (Beike)

The rapid digital transformation of the real estate brokerage industry in China has revolutionized traditional business models, with Lianjia (Beike) at the forefront of this shift. This study explores Lianjia’s journey from a conventional brokerage firm to a leading digital platform, analyzing the strategic digitalization of housing data through the creation of the Housing Dictionary, the development of the agent cooperation network (ACN), and the implementation of a management information systems (MIS) based Offline-to-Online (O2O) business model. Through a qualitative case study methodology, this research highlights how Lianjia’s innovative use of technology has enhanced operational efficiency, customer satisfaction and competitive advantage. The findings provide valuable insights into the potential of digital platforms to drive continuous innovation and transformation in the real estate industry. This study also discusses the broader implications for the digital economy and offers recommendations for businesses aiming to undergo similar transformations.