今年最油腻的地铁广告，打工人不想再看

Core Viewpoint - The article discusses the recent surge in popularity of Yupaodirect, a recruitment platform, driven by its controversial advertising campaign that has sparked both attention and criticism among urban workers [9][12][14]. Company Overview - Yupaodirect, founded in 2017, has quickly risen to become a leading player in the blue-collar recruitment market in China, ranking first in this segment and fourth overall in the online recruitment industry [12][21]. - The company has received significant investment, achieving a valuation of 4 billion yuan [12][13]. - Yupaodirect has invested heavily in advertising, with a reported 4 billion yuan allocated for 2024 alone, totaling 15 billion yuan spent on marketing since its inception [14][15]. Advertising Strategy - The recent advertising campaign featuring a character in blue sportswear has become a viral sensation, although it has also faced backlash from the public for being overly intrusive and annoying [2][7][9]. - The founder, Zhou Feng, acknowledged the campaign's shortcomings and has made adjustments based on public feedback, indicating a willingness to adapt [8][9]. - The campaign has successfully raised brand awareness, but it remains to be seen if it can effectively penetrate the competitive white-collar recruitment market [9][33]. Market Position and Challenges - Yupaodirect aims to expand its reach into the white-collar job market, which is significantly more lucrative than the blue-collar segment, where it currently operates [21][22]. - The company has over 100 million users and has facilitated 446 million job placements, but the majority of advertised positions still cater to blue-collar roles [23][24]. - The recruitment landscape is highly competitive, with established players like Zhaopin and BOSS Zhipin dominating the white-collar space, making it challenging for Yupaodirect to gain traction [31][32]. Future Outlook - Zhou Feng has expressed ambitions to elevate Yupaodirect to a top-tier position in the comprehensive recruitment market, targeting a market valuation of 20-30 billion yuan [22]. - The company is in the early stages of its expansion strategy, and its ability to adapt to market demands and user preferences will be crucial for its success in the white-collar recruitment sector [24][33].