新浪乐居

What 新浪乐居 does

新浪乐居 (Sina Leju) is a Chinese real estate digital platform serving home buyers, renters, sellers, and property developers across 300+ cities. The platform is operated by 北京怡生乐居信息服务有限公司 (Beijing Yisheng Leju Information Services Co., Ltd.) under Sina Corporation (新浪), and the parent group is publicly listed on NASDAQ as LEJU HOLDING LIMITED (ticker: LEJU). Founded in 2017 and headquartered in Beijing, the company employs 557 staff and distributes its product across four channels: a web portal, iOS and Android mobile applications, WeChat mini-programs, and Alipay mini-programs.

The platform's core product surface comprises three transactional categories — 乐居新房 (new homes), 乐居二手房 (second-hand homes), and 乐居租房 (rental listings) — supplemented by 乐居地图找房 (map-based property search), VR看房 (VR virtual property tours), 乐居直播 (live streaming for property sales events), 乐居财经 (real estate market intelligence), and 极客问道, an AI-powered natural-language Q&A system. Underlying technology includes AI-powered search and recommendation engines, computer-vision processing for VR tours, and natural-language processing for conversational property inquiry. Required operating credentials include an ICP filing, value-added telecom business license, broadcasting and program production license, online cultural license, and public security network registration.

The business model derives revenue from four streams: property listing fees from developers and agencies, display advertising, lead generation, and transaction services. Named enterprise customers span major Chinese property developers — 京投发展, 华润置地, 中国电建地产集团, 中建地产, 绿城中国, 中海地产, 首开集团, and 保利发展 — alongside a long-tail of agents, brokerages, and individual landlords. Distribution leverage is reinforced through partnerships with Alipay (支付宝), WeChat (微信), and the Sina Corporation parent ecosystem.

Name

新浪乐居

Legal name

北京怡生乐居信息服务有限公司

Website

https://bj.house.sina.com.cn

Company type

Public

Founded year

2017

Operating status

Operating

Headcount range

501–1,000 employees

Short description

新浪乐居 (Sina Leju) is a NASDAQ-listed (LEJU) Chinese real estate digital platform operated as a Sina Corporation subsidiary, serving buyers, renters, and developers across 300+ cities with new, second-hand, and rental listings, VR tours, live streaming, and AI-powered search.

Ownership category

akta.pro rank

Headquarters

HQ city

Beijing

HQ country

China

HQ region

Asia

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Property Listing Fees: Real estate developers and agents pay for premium property listings and visibility on the platform
2. Advertising: Display advertising and sponsored content for real estate brands and related services
3. Lead Generation: Generating qualified leads for developers and real estate agents through platform engagement
4. Transaction Services: Facilitating property transactions through the platform

Go-to-market motion1 record

Distribution channels5 records

Marketing channels6 records

Core offering

新浪乐居 (Sina Leju) operates a national Chinese real estate digital marketplace connecting property developers and agents with prospective home buyers and renters across 300+ cities. The platform offers three core listing categories — new homes (乐居新房), second-hand properties (乐居二手房), and rentals (乐居租房) — enhanced with AI-powered search, 360-degree VR virtual tours, live streaming property tours, and an integrated financial news and market analysis sub-brand (乐居财经). Distribution spans a web portal, dedicated iOS/Android apps, and WeChat and Alipay mini-programs.

Product overview

新浪乐居 is a comprehensive real estate service platform offering新房 (new properties), 二手房 (used properties), and 租房 (rentals) across 300+ Chinese cities. The platform operates as an ecosystem of integrated products including the core listing platforms for property discovery, 乐居财经 for market intelligence and financial news, 乐居直播 for live property sales events, VR看房 for virtual property tours, and 极客问道 AI-powered intelligent Q&A services. The platform integrates with WeChat and Alipay mini programs for mobile access and leverages AI for personalized recommendations and property matching.

Differentiator

Problem solved

Functional benefit

Brands

• 乐居买房: Property purchasing platform with Alipay mini-program, WeChat mini-program, and mobile APP for home buying services
• 乐居财经

Products and services

• 乐居新房 (Leju New Homes) New property listing platform connecting developers with buyers, featuring presale permits, pricing, location maps, and VR viewing for new developments across hundreds of Chinese cities. Targeted at prospective new home buyers and the developers marketing those projects.
• 乐居二手房 (Leju Second-hand Homes) Second-hand residential property listings with detailed property information, pricing history, and neighborhood data for major Chinese cities. Targeted at individual buyers shopping the resale market.
• 乐居租房 (Leju Rentals) Rental property platform offering residential and commercial rental listings with location-based search and filtering capabilities for urban tenants and landlords.
• 乐居财经 (Leju Finance) Real estate financial news and market analysis platform providing industry news, company updates, market research, and investment insights for real estate industry professionals and consumers.

Quantifiable outcome

• 56.9万+ viewers for major live streaming events
• +1 more outcomes

Named customers8 records

Segments4 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

AI capability6 records

Feature3 records

Partnerships

Three partnerships are on record, tiered core and flagship.

• 支付宝 (Alipay)coreTechnology or IntegrationAlipay mini-program integration enabling Leju property services within Alipay ecosystem, including property search and viewing functionality
• 微信 (WeChat)coreTechnology or IntegrationWeChat mini-program and WeChat group community features for property buyers, enabling social sharing and community engagement for home buyers
• 新浪 (Sina)flagshipStrategic or Co-development PartnerCore brand partnership with Sina media ecosystem, leveraging Sina news portal and brand recognition for traffic and credibility in real estate platform

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• 58同城 (58.com): Broad classifieds platform that owns Anjuke. Competes with Leju through Anjuke in the real estate vertical while also serving jobs, autos, and local services categories.

Direct peers

• 安居客 (Anjuke): Major Chinese property listing portal owned by 58.com. Direct competitor focused on new home, used home, and rental listings with strong brand recognition across Chinese consumers.
• Q房网 (Qfang): Shenzhen-headquartered real estate brokerage platform with both online listings and offline agent network. Directly comparable in offering residential sale and rental services across Chinese cities.
• 我爱我家 (5i5j): Major Chinese real estate brokerage with online listings platform covering rentals and secondary homes. Direct competitor with both digital and offline agent presence across multiple Chinese cities.
• 乐有家 (Le You Jia): Major Chinese real estate brokerage and online platform particularly strong in southern China (Shenzhen, Guangzhou). Provides directly comparable listings, brokerage, and rental services to Leju.
• 链家 (Lianjia): Major Chinese real estate brokerage that operates the secondary market listings and offline agent network feeding into Beike. Directly competes with Leju for buyer traffic and developer marketing.
• 房天下 (Fang.com): One of the earliest and largest Chinese real estate portals (formerly SouFun). Direct competitor across new home marketing, secondary listings, and developer advertising.
• 贝壳找房 (KE Holdings / Beike): Largest Chinese real estate platform with integrated online-to-offline brokerage model (NYSE: BEKE). Direct competitor across new home listings, secondary market, and rentals, with a far larger agent network and market share than Leju.

Emerging players

• 腾讯房产 (Tencent Real Estate): Real estate vertical of Tencent's news platform leveraging QQ and WeChat traffic. Operates as an emerging real estate information channel rather than full brokerage platform, but competes for property-related advertising and content attention.

Regional players

• 中原集团 (Centaline Group): Hong Kong-headquartered real estate agency group with significant Mainland China operations. Comparable brokerage-and-listings model but historically stronger in southern China and Hong Kong cross-border segments.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/%E6%96%B0%E6%B5%AA%E4%B9%90%E5%B1%85

Compliance5 records

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 新浪乐居