每天早晨八点半，当你走进北京西二旗地铁站，很难忽视通道两侧密集出现的黄蓝色广告——鱼泡直聘创始人周峰一边嘟嘴，一边比出电话手势，配 文："找工作！鱼泡直聘电话聊就是快！" 这张广告除了被吐槽形象"油腻"，广告上写的"超1亿APP用户"也让很多白领疑惑，这究竟是什么招聘软件？ （鱼泡直聘广告，图源网络） 事实上，鱼泡虽然对于白领来说很陌生，却是数千万蓝领工人最常用的招聘平台。根据艾瑞咨询《2024中国网络招聘行业研究报告》，鱼泡直聘在综合招 聘平台中排名第四，并在蓝领招聘市场占有率第一。 2024年12月，鱼泡直聘突然宣布战略升级，正式进军白领求职赛道，并在今年初发动了这场席卷北上广深地铁系统的广告闪电战，截至目前，鱼泡已投入 超过15亿元的营销费用。 一边是蓝领市场头把交椅，一边是白领市场强敌环伺。鱼泡凭借砸钱营销闯入白领赛道，看似是高举高打，实则困难重重。 从工地崛起，逆袭蓝领赛道第一 鱼泡直聘的故事，始于七年前的四川成都。 2017年，29岁的周峰创立了鱼泡直聘（原名鱼泡网），往狭小的出租屋里塞进6张办公桌，开始"帮工人找活儿"。 作为农民工的孩子，他很早就注意到了蓝领群体找活之难——"有些信息差能把人困 ...

Core Insights - Yupa Direct Recruitment, a leading player in the blue-collar recruitment market, is expanding into the white-collar recruitment sector, aiming to capture a share of this market [2][6] - The company has significantly increased its advertising expenditure, shifting from online-only campaigns to extensive offline advertising in major cities [2][17] - Yupa is offering free recruitment services for white-collar positions to attract more companies to its platform, while maintaining its dominance in blue-collar recruitment [2][6] Advertising Strategy - The advertising campaign began in Chengdu on April 27 and expanded to six major cities, including Beijing and Shanghai, by June [2][17] - The monthly advertising budget has increased from several million yuan to nearly 100 million yuan [2][17] - The founder, Zhou Feng, is personally featured in advertisements to create a unique brand identity [17] Recruitment Platform Dynamics - The platform has different requirements for blue-collar and white-collar job postings, with stricter verification processes for white-collar positions [5][6] - Despite efforts to attract white-collar users, the platform still predominantly features blue-collar job listings [7][8] - Yupa's revenue model involves charging both job seekers and employers, contrasting with competitors like BOSS Zhipin, which primarily charges employers [8][9] Market Position and Competition - Yupa aims to be among the top two players in comprehensive recruitment, competing against established platforms like BOSS Zhipin and Zhilian [2][6] - The company has received significant investment, including from Lei Jun, and is currently valued at over 4 billion yuan [13][14] - Zhou Feng's strategy includes building a personal brand to enhance the company's market presence and storytelling [17]