Zhaopin
One of China's largest online recruitment platforms.
Zhaopin at a glance
Zhaopin is a website and one of the most visited sites in China, currently ranked #165 in the country. It was founded in 1997 by Not publicly disclosed and is headquartered in Beijing, China. Today Zhaopin is owned by Zhaopin Ltd. Our estimates put its audience at ≈ 60 million visits per month. The business earns money mainly through job posting fees, recruiter subscriptions. Its closest rivals include 51job.com, zhipin.com, liepin.com.
Traffic statistics
Traffic history
| Period | Visits | Change |
|---|---|---|
| Q1 | ≈ 56.4 million / month | +2% |
| Q2 | ≈ 58.2 million / month | +3% |
| Q3 | ≈ 60 million / month | +3% |
| Q4 | ≈ 63.6 million / month | +6% |
Traffic sources
- Direct56%
- Organic search27%
- Referral9%
- Social5%
- Paid3%
Audience & demographics
- Men57%
- Women43%
- Age 25-3432%
- Age 35-4424%
- Age 18-2421%
The audience is concentrated in China, skewing urban and mobile, with usage peaks in the evening hours.
Geographic reach
- China86%
Home market
- Diaspora and neighbouring markets7%
- Europe3%
- North America2%
- Rest of world2%
SEO profile
- Estimated organic traffic
- ≈ 18 million visits / month
- Branded share of search
- High — brand terms lead the keyword profile
- Indexed pages
- Large — category, listing or article level
- Primary search market
- China
Top organic keywords
| Keyword | Position | Volume | Traffic share |
|---|---|---|---|
| zhaopin | 1 | Very high | Dominant |
| login | Top 10 | High | — |
| app download | Top 10 | High | — |
| pricing | Top 10 | High | — |
Backlink profile
- Referring domains
- Tens of thousands
- Link profile
- News coverage, directories, blogs and partner sites
- Authority
- High within the China web
Top referral sources
- News and media31%
- Directories and aggregators24%
- Blogs and forums20%
- Partner sites14%
- Other11%
Technology stack
Website technologies
Advertising & analytics technologies
Stack details are inferred from public front-end signals and engineering communications; internal systems may differ.
Mobile app statistics
Available in the local store
Available in the local store
- App share of traffic
- ≈ 68% mobile
- Position in country
- Among the leading technology apps in China
Company information
- Website
- zhaopin.com
- Sector
- Technology
- Owner
- Zhaopin Ltd
- Owner type
- Private company
- Founders
- Not publicly disclosed
- Founded
- 1997
- Headquarters
- Beijing, China
- Employees
- 3,000+
- Ownership
- Zhaopin Ltd controls the platform. Ownership details are based on public filings and press reporting.
- Revenue
- ≈ $500 million annual revenue (est.)
- Languages
- Chinese
- Top traffic sources
- direct, organic search, referral
Financials
- Revenue
- ≈ $500 million annual revenue (est.)
- Ownership
- Private company
- Reporting
- Figures based on public filings, press reports and market estimates
Business model & revenue
Zhaopin operates a technology platform focused on China. One of China's largest online recruitment platforms. Revenue comes mainly from job posting fees, supported by the other lines listed below.
- Job posting fees
- Recruiter subscriptions
Products & services
International presence
- Primary market
- China
- Expansion
- Regional and diaspora audiences beyond the home market
Employee statistics
Customer statistics
Website rankings
- Country rank (China)
- #165 in this index
- Sector rank
- Leading technology site in China
- Global rank
- 1200
Main competitors
Website comparisons
| Website | Monthly visits | Rank | Notes |
|---|---|---|---|
| 51job.com | ≈ 36 million / month | #166 class competitor | — |
| zhipin.com | ≈ 27 million / month | #167 class competitor | — |
| liepin.com | ≈ 18 million / month | #168 class competitor | — |
What is Zhaopin?
Zhaopin (zhaopin.com) is a technology platform serving users in China. One of China's largest online recruitment platforms. It ranks #165 among the most visited websites in the country in this index, within the technology category.
Who owns Zhaopin?
The site is operated by Zhaopin Ltd, founded by Not publicly disclosed. The company was established in 1997 and is headquartered in Beijing, China. It employs around 3,000+.
Traffic and audience
Traffic estimates place Zhaopin at roughly 60 million visits per month, about 2 million per day. Around 68% mobile of sessions come from mobile devices, and visitors view about 5.6 pages per visit with an average session of 5 min.
How Zhaopin makes money
Revenue comes primarily from job posting fees, alongside recruiter subscriptions.
Competitors in China
Its closest rivals include 51job.com, zhipin.com, liepin.com.
Data and accuracy
Company facts are drawn from public sources. Traffic, revenue and audience figures are third-party estimates or sector benchmarks, marked with ≈ where modelled, and are reviewed periodically.
Company history & milestones
- 1997
Zhaopin is founded in Beijing, China.
- Growth phase
Expands its technology offering and moves to a mobile-first product.
- Today
Ranks #165 among the most visited websites in China.
User reviews & ratings
| Source | Score | Reviews | Notes |
|---|---|---|---|
| Google Play | ≈ 4.3 / 5 | — | Ratings from the local store listing |
| App Store | ≈ 4.5 / 5 | — | Ratings from the local store listing |
| Consumer review platforms | Mixed | — | Service and support are common themes |
App store ratings are solid, while consumer review platforms show the usual friction around support and service quality.
Pros & cons
Pros
- Fast, reliable core product used daily
- Deep local language and market support
- Strong developer and integration ecosystem
- Free tier with broad reach
Cons
- Data collection and privacy questions from advertising
- Feature set can be complex for new users
- Limited direct customer support
- Dependence on advertising revenue
Key statistics
Frequently asked questions
Who owns Zhaopin?
Zhaopin is operated by Zhaopin Ltd. Private company structure, based on public filings and press reporting.
Where is Zhaopin headquartered?
Zhaopin is headquartered in Beijing, China.
When was Zhaopin founded?
Zhaopin was founded in 1997 by Not publicly disclosed.
How many employees does Zhaopin have?
Zhaopin employs approximately 3,000+ people.
What is Zhaopin's revenue?
Zhaopin's revenue: ≈ $500 million annual revenue (est.).
Who are Zhaopin's competitors?
Main competitors in China include 51job.com, zhipin.com, liepin.com.
How does Zhaopin make money?
Mainly job posting fees, recruiter subscriptions.
Is Zhaopin publicly traded?
No — Zhaopin is not listed as an independent public company; it is operated by Zhaopin Ltd.
How many visitors does Zhaopin get?
Third-party estimates place Zhaopin at roughly 60 million visits per month, mostly from China, with 68% mobile traffic.
Is Zhaopin safe?
Zhaopin is an established technology site founded in 1997 and ranked #165 in China; use the official domain zhaopin.com and HTTPS.
Popular searches
Data sources & confidence
- Company website and public announcementszhaopin.com
- Third-party traffic estimation providersSimilarweb-class estimates
Visit figures are modelled, not measured
- App store listingsApple App Store, Google Play
- Press and market coverageChina and international business media
- Data confidence
- Medium for company facts, medium-low for traffic and financial estimates. All modelled figures are rounded and marked with ≈.
- Last updated
- September 2026
Traffic, revenue and audience figures are third-party estimates or derived from sector benchmarks, and are reviewed periodically.
Social media profiles & statistics
Official brand account
Announcements and support
Community and campaigns
Company and hiring updates
Brand and product videos