今年最油腻的地铁广告，打工人不敢多看

Core Viewpoint - The article discusses the rise of Yupa Direct Recruitment, a company that has gained significant attention through its unconventional advertising strategies, particularly targeting the white-collar job market while originally focusing on blue-collar recruitment [5][11][30]. Group 1: Company Background - Yupa Direct Recruitment, founded in 2017 as Yupa Network, has been operating in the recruitment market for nearly 10 years and is now ranked fourth in China's overall recruitment market and first in the blue-collar segment according to iResearch [12][13]. - The company has received investments from notable firms such as Zhongding Capital and Shunwei Capital, achieving a valuation of 4 billion yuan [13]. - Yupa Direct Recruitment has invested heavily in advertising, with a budget of 4 billion yuan for 2024 alone, totaling 1.5 billion yuan spent on marketing to date [13][14]. Group 2: Advertising Strategy - The company's recent advertising campaign, featuring a character known for a "pouting" expression, has gone viral, leading to increased brand recognition among young professionals who previously had little awareness of Yupa [10][11]. - Following public backlash regarding the initial advertisement, the founder, Zhou Feng, quickly adapted the campaign based on user feedback, showcasing a willingness to engage with the audience [10][11]. - The campaign's success has led to a surge in discussions about Yupa Direct Recruitment, including its business model and the founder's personal story [10][11]. Group 3: Market Position and Challenges - Yupa Direct Recruitment aims to penetrate the white-collar job market, which is characterized by higher pricing compared to blue-collar recruitment, as the latter only accounts for about 30% of the overall recruitment market size of 18.3 billion yuan in 2024 [22][23]. - The company has ambitions to expand its market share and achieve a valuation of 20-30 billion yuan by solidifying its position in blue-collar recruitment and moving into the top two of the comprehensive recruitment market [23][24]. - Despite its efforts, the platform still primarily features blue-collar job listings, with white-collar positions being relatively scarce, indicating a need for further development in attracting higher-end job opportunities [24][25]. Group 4: User Experience and Perception - The "phone chat" feature of Yupa Direct Recruitment has been met with skepticism from young job seekers, who prefer written communication over phone calls, reflecting a generational shift in job application preferences [27][29]. - Concerns about privacy and the potential for harassment calls have also been raised, which could hinder the platform's appeal among white-collar professionals [27][29]. - The competitive landscape for white-collar recruitment is intense, with established players like Zhaopin and BOSS Zhipin dominating the market, making it challenging for Yupa to gain traction solely through advertising [30].