BEKE Chairman's "Wintergreen Plan" Provides 3,000 Yuan Direct Aid for Struggling Graduates Settling in Beijing

Deep News
Feb 26

As graduation season approaches, job hunting and securing housing have become pressing realities for many new graduates. Recently, the Beijing KE Holdings Inc. Foundation and the China Foundation for Rural Development officially signed a cooperation agreement to jointly launch and implement a special assistance project named the "Wintergreen Plan," targeting new graduates from economically disadvantaged families. This plan will provide a 3,000 yuan living subsidy per eligible graduate—including those with associate, bachelor's, and master's degrees—who choose to work in Beijing. The subsidy is a one-time payment with no restrictions on usage, applicable for rent, transportation, or other essential living expenses, aiming to alleviate their financial pressure during the initial phase of entering society. The initiative originated from the personal philanthropic donation plan announced by KE Holdings Inc.'s Co-founder, Chairman, and CEO Peng Yongdong in April 2025. At that time, Peng donated 9 million shares of company stock, valued at approximately 440 million yuan based on the share price then. The "Wintergreen Plan" is one of the concrete projects under the "Graduate Assistance" component of this donation. It is reported that the first tranche of Peng Yongdong's donation has already been allocated to the China Foundation for Rural Development. The "Wintergreen Plan" will be piloted first in Beijing in 2026, its inaugural year of implementation. Currently, the project team has engaged with several Beijing universities to assess graduate situations, with the first round of funding expected to be distributed directly to eligible students' personal accounts by the universities in July this year. Operationally, the "Wintergreen Plan" has established a comprehensive management system covering university partnerships, student application and review, fund distribution, and subsequent tracking and evaluation. Risk control mechanisms have also been implemented to ensure the funds are used accurately, appropriately, and safely by graduates genuinely in need. The "Wintergreen Plan" aims to help economically disadvantaged new graduates settle smoothly in the city, enabling them to focus more on their personal development and growth. Simultaneously, the project will assist cities in retaining more outstanding young talent, thereby enhancing urban competitiveness and vitality. Peng Yongdong once stated, "Society needs corporate citizens capable of undertaking social responsibility, and commercial metrics are the realization of meaning and duty." Following his announcement last year of donating 9 million shares for the Wintergreen Plan and support for housing service workers, on February 24 this year, Peng Yongdong and KE Holdings Inc. Co-founder Shan Yigang disclosed in an internal company-wide letter that, as KE Holdings Inc. and Lianjia approach their 25th anniversary, they will jointly donate 10 million Class A ordinary shares of KE Holdings Inc. The post-tax funds will be used to establish the "Healthy Home Protection Fund," serving as a safeguard for approximately 500,000 KE Holdings Inc. and Lianjia employees and platform service providers. Valued at approximately 400 million yuan based on the closing price on February 23, the project is set to launch within the year. The "Healthy Home Protection Fund" comprises three sub-projects. The "Life Emergency Fund" provides 20,000 yuan, disbursable within two working days upon diagnosis of a sudden critical illness with complete documentation. The other two projects offer protection and a safety net for special circumstances. Employees or eligible service providers in the residential industry who lose their ability to work can receive a one-time special grant of 100,000 yuan from the "Home Warmth Assistance Fund." Additionally, beneficiaries meeting the "Home Warmth Assistance Fund" criteria can obtain a one-time education fund ranging from 20,000 to 100,000 yuan through the "Children's Education Fund"专项, based on their children's educational stage, to help families through difficult times. This marks KE Holdings Inc. Chairman Peng Yongdong's second donation within a year, following last year's contribution of 9 million shares. The total value of the two donations made by the two KE Holdings Inc. co-founders within one year has reached 840 million yuan.

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