What LeJu does

LeJu Holdings Limited (NYSE: LEJU) is a Beijing-headquartered, NYSE-listed digital real-estate and home-furnishing internet platform in China, originally carved out of Sina's real-estate channel in 2008 and now operating as a subsidiary of E-House (China) Holdings. The company operates across 380+ Chinese cities via owned websites, dedicated mobile applications (LeJu Maifang, LeJu Second-hand Housing), WeChat and Alipay mini-programs, the LeJu LIVE streaming platform, and the Qiang Gong Zhang home-renovation marketplace, with 12 disclosed regional offices covering Tier-1 and Tier-2 markets.

The core technology stack combines a property-listing and content portal with VR property touring, live-streamed property marketing, mortgage-calculation tools, and an AI-powered Generative Engine Optimization (GEO) layer called Geeke Wendao (极客问道) that optimizes property visibility inside third-party large-language-model search surfaces (Doubao, DeepSeek, Tencent Yuanbao) using a 162-field structured knowledge graph. Adjacent sub-brands include LeJu Finance for real-estate financial information, Sunshine Linkage for broker collaboration, and 91 Member / Geeke Wendao for marketing optimization.

LeJu monetizes primarily through (i) advertising services sold to real-estate developers, brokers, and home-furnishing companies across its owned-and-operated digital surfaces, (ii) transaction fees on online new-property e-commerce, and (iii) affiliate/referral lead-generation revenue, with all B2B pricing quote-based and not publicly disclosed. Its customer base spans both sides of a two-sided real-estate marketplace: enterprise advertisers (developers and brokers using LeJu for marketing and lead generation) and individual homebuyers/consumers (using LeJu portals for property search, VR tours, and transactional support). The business is exposed primarily to Chinese residential property demand cycles, with multi-year data and distribution assets giving it partial insulation from new entrants.

Name

LeJu

Legal name

Beijing Yisheng Leju Information Service Co., Ltd. (北京怡生乐居信息服务有限公司)

Website

https://bj.leju.com

Company type

Public

Founded year

2008

Operating status

Operating

Headcount range

501–1,000 employees

Short description

LeJu (NYSE: LEJU) is a China-focused digital real-estate internet platform serving developers, brokers, and homebuyers across 380+ cities via websites, mobile apps, mini-programs, and the Geeke Wendao AI marketing platform.

Ownership category

akta.pro rank

Product category

Online Real Estate Services

NAICS

Offices of Real Estate Agents and Brokers (5312)

SIC

Real Estate Agents & Managers (For Others) (6531)

akta.pro primary industry

Online/Virtual Real Estate Auctions (Marketplace Platforms) (BPAJAEAJ)

Keywords

• Real estate marketing
• Property listing platform
• Online property transactions
• Home furnishing services
• Digital real estate media

Headquarters

HQ city

Beijing

HQ country

China

HQ region

Asia

Offices12 records

Markets served

GTM type

B2B

Offering type

Digital Commerce or Content

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure

Revenue model

1. Advertising Services: Media and advertising services for real estate developers, brokers, and home furnishing companies across LeJu's digital platforms including websites, mobile apps, and live streaming channels
2. Transaction Services: E-commerce transaction services for new property sales with fee-based model
3. Lead Generation: Qualified buyer referrals to developers and brokers through platform traffic and user engagement

Distribution channels5 records

Marketing channels7 records

Core offering

LeJu operates a comprehensive digital real estate platform covering new property sales, second-hand housing, rentals, and home furnishing across 380+ Chinese cities. The platform monetizes through advertising, transaction fees, and lead generation services sold to real estate developers, brokers, and home furnishing companies, while offering free consumer-facing property search, VR viewing, live streaming, and online transaction tools.

Product overview

LeJu (乐居) is a leading Chinese real estate and home furnishing internet platform listed on NYSE (LEJU), offering a comprehensive digital ecosystem for property transactions. The platform comprises the core LeJu Real Estate Portal (新房/二手房/租房 listings), complemented by dedicated mobile applications (乐居买房APP, 乐居二手房APP), the 抢工长平台 for home renovation services, 阳光联动平台 for broker collaboration, 乐居财经 for financial news, and technology features including VR看房 for virtual property tours. AI capabilities are delivered through 极客问道, a GEO-powered marketing platform that helps properties gain visibility in AI-driven Q&A systems.

Differentiator

Problem solved

Functional benefit

Brands

• Leju Finance (乐居财经): China's first real estate financial information platform launched in 2017, providing industry news, data, and analysis.
• Leju Maifang (乐居买房)
• Qiang Gong Zhang (抢工长)
• Leju Live (乐居LIVE)
• Geeke Wendao (极客问道)

Products and services

• LeJu Real Estate Portal (乐居房产) Comprehensive Chinese real estate and home furnishing internet portal covering new property sales, second-hand housing, and rental listings across 380+ cities, with city-specific subdomains.
• LeJu Maifang APP (乐居买房APP) Mobile application for new property discovery, house hunting, and online transaction support with VR viewing, mortgage calculators, and real-time project information for prospective homebuyers.
• LeJu Second-hand Housing APP (乐居二手房APP) Mobile app for second-hand property listings, connecting buyers with existing homes for sale or rent in the resale market.
• Qiang Gong Zhang Platform (抢工长平台) Online home renovation service platform connecting homeowners with qualified contractors and construction supervisors for home improvement projects.
• Sunshine Linkage Platform (阳光联动平台) Broker collaboration platform facilitating new and existing property linkage services for real estate agents and agencies.
• LeJu Finance (乐居财经) Real estate financial news and analysis vertical covering industry trends, company news, and market insights for the Chinese real estate sector.
• Geeke WenDao (极客问道) AI-powered real estate marketing platform using Generative Engine Optimization (GEO) technology with structured knowledge graphs and authority source anchoring for property exposure in AI Q&A systems.

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability5 records

Feature5 records

Partnerships

Six partnerships are on record, tiered core and minor.

• Alibaba Shenma Search (阿里巴巴旗下神马搜索)coreStrategic or Co-development Partner · 1 April 2016Strategic agreement signed in April 2016 for comprehensive cooperation in search and advertising services
• Tmall (天猫)minorStrategic or Co-development Partner · 1 June 2015抢工长平台 became one of Tmall's first strategic home decoration partners in June 2015, enabling online home decoration services through e-commerce platform
• Didi Chuxing (滴滴出行)minorStrategic or Co-development Partner · 1 February 2015Deep strategic cooperation for smart mobility integration with property viewing services, including joint '码上滴标' product for car-hailing to property viewings
• Tencent (腾讯)coreStrategic or Co-development Partner · 1 February 2014Strategic cooperation agreement signed in February 2014 for joint development of WeChat real estate information and O2O e-commerce platform '微信乐居', opening new mobile e-commerce territory for real estate industry
• CITIC Bank (中信银行)minorStrategic or Co-development Partner · 1 January 2013Launched China's first real estate financial consumption product '乐居贷' in November 2013, creating joint CITIC Bank-LeJu co-branded debit and credit cards
• China Tourism Group (中国旅游集团)coreStrategic or Co-development PartnerChina Tourism Investment leverages parent company's ecosystem resources including duty-free shopping, hotels, tourism services, and attractions for integrated real estate development

Scale indicators4 records

Recent moves7 records

Expansion highlights4 records

Direct peers

• 58.com (Anjuke): Major Chinese classifieds platform whose Anjuke vertical is a leading real estate listings and advertising destination. Competes directly with LeJu for developer advertising spend and buyer traffic in Chinese cities.
• Fangdd (Zhuge Fangdong): Chinese online real estate marketplace serving agents and developers with listings, SaaS, and transaction services. Competes with LeJu in agent-facing tools and new-home marketing channels.
• Mogoroom / 贝壳租房: Rental-focused platform within the Beike ecosystem offering apartment listings and agent services. Overlaps with LeJu's rental listings and secondhand housing offerings.
• KE Holdings (Beike / Lianjia): NYSE-listed Chinese real estate platform (BEKE) operating Lianjia and Beike — the dominant agent network, second-hand housing marketplace, and new-home marketing platform in China. Direct competitor to LeJu across listing, agent enablement, and transaction services.
• Anjuke (安居客) - part of 58同城: Anjuke is 58.com's dedicated real estate vertical — one of the largest Chinese property listing and advertising platforms for agents, developers, and brokers. Closely comparable to LeJu's core portal business.

Regional players

• CRIC / China Resources Land Digital: CRIC (formerly linked to E-House/LeJu's heritage) and major-developer digital channels provide data, marketing, and listing services primarily for affiliated developers. Adjacent competitor in real estate data, marketing, and brokerage enablement.

Broad incumbents

• Tencent Cloud Real Estate / WeChat Real Estate: Tencent's WeChat mini-program ecosystem hosts property search and listing experiences, including its prior strategic partnership with LeJu. Competes for real estate traffic and developer marketing dollars within the WeChat super-app.
• SouFun / Fang.com (Centaline Parent legacy): One of the earliest Chinese real estate internet portals (Fang.com). Operates as a broad incumbent across new-home, second-hand, and rental listings with national reach — a comparable but larger legacy portal competitor to LeJu.
• Alibaba Tmall Real Estate / Fliggy Housing: Alibaba's real estate and home-decoration channels (including Tmall home decoration, Alipay mini-programs) compete with LeJu for home furnishing advertising and property-related e-commerce, and previously partnered with LeJu.

Emerging players

• Beike Home Renovation (被窝家装): Renovation and home-services vertical of KE Holdings/Beike, competing directly with LeJu's Qiang Gong Zhang platform for contractor matching and home renovation traffic from Chinese property owners.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/sina-leju

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about LeJu