Group 1 - The core viewpoint is that BOSS Zhipin (02076, BZ.US) is expected to benefit from a recovery in demand in the second half of 2025, with optimism about its long-term prospects due to increasing online recruitment penetration [1] - The company’s non-GAAP net profit forecasts for fiscal years 2025 and 2026 have been raised by 1% and 2% respectively, reflecting improved profit outlook driven by demand recovery and operational leverage [1] - The target price for BOSS Zhipin's Hong Kong stock has been increased from HKD 86 to HKD 101, and the target price for its US stock has been raised from USD 22 to USD 26, maintaining a buy rating [1] Group 2 - In Q2 of this year, BOSS Zhipin's performance exceeded expectations, with revenue increasing by 10% year-on-year, surpassing forecasts by 1%, and non-GAAP net profit rising by 31%, exceeding expectations by 16%, attributed to ongoing efficiency improvements [1] - The demand trend for the company is expected to continue improving, with accelerated growth anticipated in the second half of 2025, and enhanced business performance driven by AI capabilities [1] - The new shareholder return plan is projected to yield a return of 3.4% over the next 12 months, indicating a positive outlook for shareholder value [1]

Core Viewpoint - BOSS Zhipin is leveraging incremental market opportunities to maintain growth despite a challenging recruitment platform environment, focusing on blue-collar workers, third-tier cities, and small businesses [2][3][4]. Group 1: Financial Performance - In Q1 2025, BOSS Zhipin achieved revenue of 1.923 billion yuan, a year-on-year increase of 12.9%, with online recruitment services for corporate clients accounting for over 98% of this revenue [5]. - The platform's total paid corporate clients reached 6.4 million, a year-on-year increase of 12.3%, while the average monthly active users grew by 23.6% to 57.6 million [5]. - The company reported a net profit of 512 million yuan in Q1, a significant year-on-year increase of 111.9%, with adjusted net profit rising by 43.9% to 764 million yuan [8]. Group 2: Future Outlook - Despite strong performance, BOSS Zhipin's revenue growth is entering a declining phase, with Q2 2025 revenue expected to be between 2.05 billion and 2.08 billion yuan, indicating a growth rate of only 6.9% to 8.5% [11][12]. - Management has prioritized ensuring stable profit growth over accelerating business expansion, focusing on cost optimization and efficiency improvements [13]. Group 3: Market Strategy - BOSS Zhipin has shifted its strategic focus from first-tier cities to second and third-tier cities, with blue-collar users contributing 34.8% of the platform's user base in 2024, up from 29.8% in 2021 [16][17]. - The company aims to enhance the user experience for blue-collar and lower-tier city users, simplifying service processes and content [17][18]. - The recruitment market's evolving dynamics necessitate a balance between revenue growth and social responsibility, emphasizing the need for transparency and efficiency in the recruitment process [18].

Core Insights - BOSS Zhipin continues to expand its user base and revenue, particularly in the blue-collar market, which has become a significant growth driver for the company [1][2][4] Group 1: Financial Performance - In Q1 2025, BOSS Zhipin reported revenue of 1.923 billion yuan, with blue-collar contributions accounting for 39% of total revenue [1] - The net profit for Q1 2025 reached 512 million yuan, indicating improved profitability [1] - Marketing expenses decreased by 15% year-on-year, while the average monthly active users (MAU) reached 57.6 million [1] Group 2: User Growth and Market Expansion - The proportion of blue-collar users on the platform increased to 34.8% in 2024, up over 5 percentage points from 2021 [2] - The number of blue-collar users grew from 28.5 million in 2021 to 73.7 million in 2024, with a compound annual growth rate (CAGR) of 36.7% [2] - The average number of new job postings in the blue-collar sector increased by 17% year-on-year from January to April 2025 [4] Group 3: Market Trends and Opportunities - The blue-collar online recruitment market in China is projected to reach 152.4 billion yuan by 2026, driven by urbanization and the increasing preference for online job platforms among younger blue-collar workers [5][6] - The demand for blue-collar positions in the service industry, particularly in sectors like catering and retail, has shown a consistent recovery since April 2025 [4] - BOSS Zhipin's "Sea Conch Preferred" program aims to improve job authenticity and attract more users by verifying job postings [5] Group 4: Product Innovations - The company launched the "Rapid Interview" feature in Q1 2025 to streamline the recruitment process for blue-collar jobs, significantly reducing the time from initial contact to interview [6] - BOSS Zhipin's product advantages, such as flexible payment methods and direct communication features, have made it popular among small and medium-sized enterprises in the blue-collar sector [6]