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Company > 51job Inc: Business Model, SWOT Analysis, and Competitors 2023

51job Inc: Business Model, SWOT Analysis, and Competitors 2023

Published: Feb 11, 2023

Inside This Article


    In this blog article, we will delve into an analysis of 51job Inc., a leading Chinese human resource services provider. We will examine its business model, exploring how it operates and generates revenue in the competitive market. Additionally, we will conduct a SWOT analysis to identify the company's strengths, weaknesses, opportunities, and threats. Furthermore, we will explore the competitive landscape, identifying key competitors and evaluating their potential impact on 51job Inc.'s growth and success in the year 2023.

    What You Will Learn:

    • Who owns 51job Inc: Discover the key stakeholders and ownership structure of 51job Inc, and gain a deeper understanding of the company's governance and decision-making processes.

    • The mission statement of 51job Inc: Explore the core values and objectives that drive 51job Inc's operations and strategies. Learn how the company aims to fulfill its purpose and make a positive impact in the job market.

    • How 51job Inc makes money: Uncover the revenue streams and business strategies employed by 51job Inc. Understand the various services and products offered by the company that contribute to its financial success.

    • 51job Inc Business Model Canvas Explained: Get an in-depth explanation of the key components of 51job Inc's business model canvas. Discover how the company creates, delivers, and captures value to sustain its competitive advantage in the market.

    • Competitors of 51job Inc: Identify the main competitors of 51job Inc and gain insights into their strengths, weaknesses, and market positioning. Understand the competitive landscape and how 51job Inc differentiates itself from its rivals.

    • 51job Inc SWOT Analysis: Conduct a comprehensive analysis of 51job Inc's strengths, weaknesses, opportunities, and threats. Evaluate the company's internal and external factors that may impact its performance and growth prospects.

    Who owns 51job Inc?

    Ownership structure of 51job Inc

    Understanding the ownership structure of a company is crucial for investors and stakeholders alike. In the case of 51job Inc, a leading human resource services provider in China, the ownership is primarily divided among institutional investors, individual shareholders, and the company's executive team.

    Institutional Investors

    Institutional investors play a significant role in the ownership of 51job Inc. These investors include mutual funds, pension funds, and other financial institutions that manage large pools of capital. They are attracted to 51job Inc due to its strong market position and growth potential in the Chinese HR services industry.

    Notable institutional investors holding a substantial stake in 51job Inc include well-known names such as The Vanguard Group, BlackRock Inc, and Fidelity Investments. These institutional investors bring stability and long-term strategic vision to the company, further enhancing its credibility and prospects.

    Individual Shareholders

    Besides institutional investors, individual shareholders also own a significant portion of 51job Inc. These shareholders are typically retail investors who have purchased the company's shares through stock exchanges. Owning shares of 51job Inc allows these individuals to participate in the company's growth and financial success.

    Individual shareholders often include employees of 51job Inc, who have the opportunity to acquire company shares through employee stock purchase plans or stock option programs. This ownership structure aligns the interests of employees with the company's performance, fostering a sense of shared success and motivation.

    Executive Team

    The executive team of 51job Inc, including its founders and key management personnel, also hold a substantial stake in the company. These individuals have a deep understanding of the business, its operations, and its potential for future growth. Their ownership stake demonstrates their commitment to the company's success and aligns their interests with those of other shareholders.

    The involvement of the executive team in the ownership structure of 51job Inc ensures strong leadership and effective decision-making, as they have a vested interest in driving the company's growth and profitability.


    51job Inc boasts a diversified ownership structure that includes institutional investors, individual shareholders, and the company's executive team. This diverse ownership base reflects the confidence and trust placed in the company's leadership, its market position, and its growth prospects. Such ownership structure provides a solid foundation for the company's continued success and future endeavors.

    What is the mission statement of 51job Inc?

    The Mission Statement of 51job Inc: Connecting Talent with Opportunity

    51job Inc is a leading human resource solutions provider in China, specializing in recruitment and talent management services. The company's mission statement reflects its commitment to connecting talent with opportunity.

    At its core, 51job Inc aims to bridge the gap between employers and job seekers, facilitating the exchange of skills, knowledge, and potential. The company recognizes that talent is the driving force behind any successful organization and understands the importance of matching the right individuals with the right opportunities.

    By providing a comprehensive range of recruitment services, 51job Inc strives to empower businesses to build high-performing teams and individuals to realize their full potential. The company's mission is to create value for both employers and job seekers by offering innovative solutions that streamline the hiring process and foster long-term career growth.

    51job Inc's mission statement emphasizes its dedication to excellence, integrity, and professionalism. The company is committed to maintaining the highest ethical standards in all aspects of its operations, ensuring fair and transparent practices for both employers and job seekers. By upholding these values, 51job Inc aims to build trust and establish long-lasting relationships with its clients and partners.

    Furthermore, 51job Inc recognizes its responsibility to contribute to the development of the Chinese job market. The company's mission includes actively participating in initiatives that promote employment opportunities and support the growth of diverse industries. By staying engaged with market trends and collaborating with various stakeholders, 51job Inc seeks to contribute to the overall economic progress of China.

    In summary, the mission statement of 51job Inc encapsulates its goal of connecting talent with opportunity. Through its comprehensive range of recruitment services, commitment to excellence, and active participation in the job market's development, 51job Inc strives to be the leading human resource solutions provider in China, empowering businesses and individuals to thrive.

    How does 51job Inc make money?

    Job posting fees

    One of the primary ways 51job Inc generates revenue is through job posting fees. Companies looking to hire can pay a fee to post job listings on the 51job platform. This fee varies depending on factors such as the duration of the posting and the visibility of the job advertisement. By charging companies for job postings, 51job Inc is able to monetize the platform and provide a valuable service to both employers and job seekers.

    Recruitment services

    In addition to job posting fees, 51job Inc also offers a range of recruitment services to companies. These services include resume screening, candidate sourcing, and interview coordination. By leveraging their extensive database of job seekers and utilizing their expertise in the recruitment industry, 51job Inc is able to provide companies with tailored recruitment solutions. These services are typically charged on a project basis or through a subscription model, allowing 51job Inc to generate consistent revenue streams.

    Value-added HR services

    Beyond job postings and recruitment services, 51job Inc also offers a variety of value-added human resources (HR) services. These services aim to enhance the overall efficiency and effectiveness of HR processes within companies. Examples of value-added HR services provided by 51job Inc include performance management systems, employee training and development programs, and HR consulting services. These services are typically offered on a subscription basis, allowing companies to access ongoing support and expertise from 51job Inc's HR professionals.

    Online advertising

    Another significant revenue stream for 51job Inc comes from online advertising. As a popular job search platform with a large user base, 51job Inc is an attractive advertising platform for companies looking to reach job seekers and professionals. Through targeted advertisements, sponsored content, and banner placements, companies can promote their products and services to the 51job Inc user community. The revenue generated from online advertising helps support the operations of the platform and contributes to the profitability of 51job Inc.

    Other revenue sources

    In addition to the main revenue streams mentioned above, 51job Inc may also generate income from other sources. This could include partnerships with educational institutions or training providers, where 51job Inc receives referral fees for connecting job seekers with relevant educational programs. Additionally, they may offer premium subscription plans that provide enhanced features and benefits to users who are willing to pay for a higher level of service. These additional revenue sources help diversify 51job Inc's income streams and contribute to their overall financial success.

    51job Inc Business Model Canvas Explained


    In this section, we will delve into the business model canvas of 51job Inc, a leading Chinese human resource services provider. The business model canvas is a strategic management tool that allows us to understand and analyze the key components of a company's business model.

    Key Partnerships

    One of the key aspects of 51job Inc's business model is its strong network of partnerships. The company collaborates with various stakeholders to enhance its service offerings and expand its reach in the market. These partnerships include relationships with job seekers, employers, educational institutions, government agencies, and other service providers in the HR industry.

    By partnering with job seekers, 51job Inc gains access to a vast pool of talent, enabling it to provide job matching services to employers more effectively. Collaborating with employers allows the company to understand their hiring needs and tailor its solutions accordingly. Partnerships with educational institutions help 51job Inc stay updated on the latest industry trends and provide relevant training programs to job seekers.

    Furthermore, alliances with government agencies enhance the company's reputation and enable it to navigate regulatory frameworks more efficiently. Lastly, partnering with other service providers in the HR industry allows 51job Inc to offer complementary services, such as background checks or payroll management, further strengthening its value proposition to clients.

    Key Activities

    The core activities of 51job Inc revolve around its online platform, which serves as a marketplace connecting job seekers and employers. The company invests heavily in developing and maintaining its website, mobile applications, and other digital assets to provide a seamless user experience.

    One of the key activities of 51job Inc is to curate and aggregate job postings from various sources, ensuring a wide range of employment opportunities for job seekers. The company also invests in building a strong employer network, actively engaging with companies to understand their hiring needs and attract quality job postings.

    Additionally, 51job Inc offers value-added services such as resume writing, interview coaching, and career counseling. These services help job seekers enhance their profiles and increase their chances of securing employment. On the other hand, the company provides employers with tools and services for candidate screening, assessment, and recruitment process management.

    Key Resources

    To support its business model, 51job Inc relies on a range of key resources. One of the most crucial resources is its technology infrastructure, including servers, databases, and networking equipment. These resources enable the company to handle a large volume of job postings, user profiles, and transactions on its platform.

    Another vital resource is its talent pool, comprising a team of experienced HR professionals, software engineers, data analysts, and customer support representatives. These individuals contribute their expertise to develop and maintain the platform, deliver value-added services, and ensure customer satisfaction.

    Furthermore, 51job Inc relies on its brand reputation and customer trust as valuable intangible resources. The company has built a strong brand presence in the Chinese HR industry, known for its reliable and efficient services. This reputation allows 51job Inc to attract job seekers and employers, creating a virtuous cycle of supply and demand on its platform.


    In conclusion, 51job Inc's business model canvas demonstrates the importance of strategic partnerships, key activities, and key resources in its success as a human resource services provider. By understanding and analyzing these components, we gain insights into how the company operates and delivers value to its stakeholders.

    Which companies are the competitors of 51job Inc?

    Overview of 51job Inc.

    Before delving into the competitors of 51job Inc., let's first understand what this company is all about. 51job Inc. is a leading human resource services provider in China, specializing in recruitment advertisement, online recruitment, and other HR-related services. Established in 1998, the company has been at the forefront of connecting job seekers and employers, playing a vital role in the Chinese job market.

    Competitors in the Chinese HR Services Market

    1. Zhaopin Limited: One of the main competitors of 51job Inc. is Zhaopin Limited. Founded in 1994, Zhaopin is also a leading online recruitment platform in China. The company offers a wide range of services, including job posting, resume database access, and corporate training. Similar to 51job Inc., Zhaopin is a key player in the Chinese HR services market, providing a platform for employers and job seekers to connect.

    2. Liepin.com: Another significant competitor of 51job Inc. is Liepin.com. Established in 2011, Liepin.com has rapidly gained prominence in the Chinese job market. It is known for its executive search services, catering primarily to mid to high-level professionals. The platform offers a comprehensive suite of recruitment solutions, including job postings, resume screening, and talent assessment tools.

    3. ChinaHR.com: ChinaHR.com, founded in 1997, is another prominent competitor of 51job Inc. The company focuses on providing HR services to small and medium-sized enterprises (SMEs) in China. ChinaHR.com offers a variety of recruitment solutions, including job advertisements, resume searching, and campus recruitment services. With a particular emphasis on serving SMEs, it has carved out a niche in the Chinese HR services market.

    4. Ganji.com: While not solely focused on HR services, Ganji.com is a major player in the Chinese recruitment landscape. Established in 2005, Ganji.com is a classified advertising platform that covers various categories, including job postings. It allows both employers and job seekers to connect directly, making it a competitor to 51job Inc. in terms of job advertisements.


    As one of the leading players in the Chinese HR services market, 51job Inc. faces competition from established companies such as Zhaopin Limited, Liepin.com, ChinaHR.com, and Ganji.com. These competitors offer a range of recruitment solutions and services, catering to diverse segments of job seekers and employers. As the competition in the Chinese job market intensifies, it is crucial for 51job Inc. to continuously innovate and adapt to remain at the forefront of the industry.

    51job Inc SWOT Analysis


    • Established brand: 51job Inc is one of the leading online recruitment platforms in China, with a strong brand presence and recognition. This gives them a competitive advantage over new entrants in the market.

    • Extensive network: The company boasts a large and diverse network of employers and job seekers, providing them with a wide range of opportunities to match talent with the right job openings. This network effect strengthens their position in the industry.

    • Innovative technology: 51job Inc has invested in cutting-edge technology and digital platforms to enhance their recruitment process. This includes AI-powered algorithms that match job seekers with suitable job openings, saving time and improving efficiency.

    • Strong financial performance: The company has consistently delivered strong financial results, with steady revenue growth and healthy profit margins. This financial stability allows them to invest in further expanding their services and improving their technology.


    • Dependency on the Chinese market: 51job Inc primarily operates in China, which exposes them to risks associated with the Chinese economy and regulatory environment. Any adverse changes in government policies or economic conditions could impact their business operations.

    • Limited international presence: While 51job Inc has a dominant position in the Chinese market, their international presence is limited. This restricts their opportunities for growth in global markets and leaves them vulnerable to competition from international players in the domestic market.

    • Reliance on online platforms: As an online recruitment platform, 51job Inc heavily relies on internet infrastructure and connectivity. Any disruptions in internet services or cyber attacks could disrupt their operations and damage their reputation.


    • Rising demand for online recruitment services: The increasing digitization of the recruitment process presents an opportunity for 51job Inc to tap into a growing market. As more employers and job seekers turn to online platforms for hiring and job search, the company can expand its user base and revenue streams.

    • Expansion into related services: 51job Inc can explore diversification into related services such as talent assessment, training, or HR consulting. This would allow them to provide a comprehensive suite of solutions to employers and enhance their value proposition.

    • Strategic partnerships and acquisitions: Collaborating with other companies or acquiring complementary businesses can help 51job Inc broaden their service offerings and enter new markets. By leveraging synergies and expertise, they can expand their customer base and gain a competitive edge.


    • Intense competition: The online recruitment industry in China is highly competitive, with numerous players vying for market share. This poses a threat to 51job Inc's market position and profitability, as competitors may offer similar services at lower prices or with more innovative features.

    • Economic downturns: A slowdown in the Chinese economy can negatively impact the recruitment industry, as companies may reduce hiring or cut back on recruitment services. This could result in a decline in demand for 51job Inc's services and affect their financial performance.

    • Regulatory challenges: The Chinese government frequently introduces new regulations and policies that can impact the operations of online platforms. Compliance with these regulations and adapting to changes in the regulatory environment can be a challenge for 51job Inc, potentially affecting their business operations.

    Key Takeaways

    • 51job Inc is owned by its shareholders, with the largest shareholders being David C. Wei and Rick Yan, who are also the co-founders of the company.
    • The mission statement of 51job Inc is to provide integrated human resource services and solutions to enhance the recruitment process and improve the quality of workforce in China.
    • 51job Inc generates revenue primarily through its online recruitment platform, where employers pay for job postings and other recruitment services.
    • The business model canvas of 51job Inc includes key elements such as customer segments, value proposition, channels, customer relationships, revenue streams, key resources, key activities, key partnerships, and cost structure.
    • The main competitors of 51job Inc in the Chinese market include Zhaopin, Liepin, and China HR. However, 51job Inc has established a strong market presence and has maintained a competitive advantage through its comprehensive suite of HR services and strong brand recognition.
    • In terms of SWOT analysis, 51job Inc's strengths include its market leadership position, extensive network of job seekers and employers, and diversified revenue streams. However, it also faces challenges such as increasing competition, regulatory risks, and economic volatility in China.


    In conclusion, 51job Inc is owned by the founder and CEO, Rick Yan, who holds majority ownership in the company. The mission statement of 51job Inc is to provide integrated human resource services and solutions to individuals and companies in China. They achieve this by offering a range of recruitment, employment, training, and consulting services.

    51job Inc makes money primarily through its various revenue streams, including job posting fees, resume database access fees, HR outsourcing services, and training services. They have successfully implemented a business model canvas that focuses on customer segments, value propositions, channels, customer relationships, revenue streams, key resources, key activities, key partnerships, and cost structure.

    In terms of competition, 51job Inc faces competition from other recruitment and HR service providers in China, such as Zhaopin Limited, Liepin.com, and ChinaHR.com. These companies operate in a similar industry and offer similar services, making the competition fierce.

    A SWOT analysis of 51job Inc reveals their strengths in their strong brand recognition, extensive network, and diversified service offerings. However, they also face weaknesses in terms of increasing competition and potential regulatory challenges. Opportunities for growth lie in the increasing demand for HR services in China's expanding job market, while threats include economic downturns and changing government policies.

    Overall, 51job Inc has established itself as a leading player in the Chinese HR services industry, continuously adapting to market demands and providing innovative solutions to both individuals and companies. With a solid ownership structure, clear mission statement, and strong revenue streams, they are well-positioned to navigate the competitive landscape and capitalize on the growing opportunities in China's job market.


    What will be your SWOT analysis for the company?


    1. Strong brand reputation: The company has a well-established brand name and a positive image in the market, which gives it a competitive advantage.
    2. Diverse product portfolio: The company offers a wide range of products, catering to various customer needs and preferences, which helps in attracting a larger customer base.
    3. Robust distribution network: The company has an extensive distribution network, enabling it to reach customers in various regions and ensure timely product availability.
    4. Strong financial position: The company has a solid financial foundation, with healthy revenue and profitability, allowing for investments in research and development, marketing, and expansion.
    5. Innovation and technology: The company emphasizes innovation and invests in cutting-edge technology, leading to the development of innovative products and improved operational efficiency.


    1. Dependence on few suppliers: The company relies heavily on a limited number of suppliers, which increases the risk of supply disruptions and potential price fluctuations.
    2. Vulnerability to economic fluctuations: The company's business is susceptible to economic downturns, as customers may reduce discretionary spending on its products during tough economic times.
    3. Limited geographical presence: The company's operations are concentrated in specific regions, limiting its market reach and potential customer base in other areas.
    4. High production costs: The company faces challenges in managing production costs due to factors such as raw material prices, labor costs, and energy expenses, which may affect its profitability.
    5. Intense competition: The industry is highly competitive, with numerous players offering similar products, making it crucial for the company to differentiate itself and stay ahead of competitors.


    1. Growing demand for eco-friendly products: Increasing consumer awareness and concern for the environment present an opportunity for the company to develop and market sustainable and environmentally friendly products.
    2. Emerging markets: Expansion into emerging markets with growing economies and increasing purchasing power can provide new growth opportunities for the company.
    3. Online sales and e-commerce: The rising trend of online shopping provides an avenue for the company to enhance its digital presence and tap into the potential of e-commerce to reach more customers.
    4. Product diversification: The company can explore diversification by introducing new product lines or expanding into related industries, thereby expanding its customer base and revenue streams.
    5. Strategic partnerships and acquisitions: Collaborating with complementary businesses or acquiring smaller companies can help the company gain access to new technologies, markets, or distribution channels.


    1. Intensifying competition: The industry is characterized by intense competition, with existing competitors and new entrants vying for market share, potentially leading to price wars and margin pressures.
    2. Changing consumer preferences: Evolving consumer preferences and trends can pose a threat if the company fails to adapt quickly and meet changing demands.
    3. Regulatory and legal challenges: Compliance with various regulations and legal requirements can present challenges and increase operational costs for the company.
    4. Economic downturns: Economic recessions or downturns can impact consumer spending and reduce demand for the company's products, affecting its revenue and profitability.
    5. Counterfeit products: The company may face the risk of counterfeit products, which can harm its brand reputation and customer trust if customers unknowingly purchase counterfeit goods.

    How do you fill out a SWOT analysis on yourself?

    To fill out a SWOT analysis on yourself, follow these steps:

    1. Identify your strengths: Begin by evaluating your personal strengths. These are the qualities, skills, or characteristics that set you apart from others. Consider your expertise, knowledge, talents, and personal attributes that make you valuable. Ask yourself: What am I good at? What are my unique abilities?

    2. Determine your weaknesses: Reflect on your limitations or areas where you may need improvement. Consider your skill gaps, lack of experience, or any personal traits that might hinder your progress. Ask yourself: What do I struggle with? What areas do I need to develop?

    3. Explore opportunities: Assess the external opportunities that are available to you. These could be career advancements, educational opportunities, networking prospects, or other external factors that could positively impact your personal growth. Ask yourself: What opportunities are available to me? How can I leverage them to my advantage?

    4. Recognize threats: Analyze the external threats or challenges that may hinder your progress or impact your personal development. Consider factors such as competition, economic changes, industry trends, or any other obstacles that could potentially affect your goals. Ask yourself: What threats do I face? How can I overcome them?

    5. Evaluate the SWOT analysis: Once you have identified your strengths, weaknesses, opportunities, and threats, review the analysis as a whole. Look for connections and patterns between the different aspects to gain a comprehensive understanding of your current situation. Consider how you can leverage your strengths to exploit opportunities and mitigate weaknesses and threats.

    6. Develop an action plan: Based on your SWOT analysis, create an action plan to maximize your strengths, address your weaknesses, capitalize on opportunities, and mitigate threats. Set specific goals and outline steps you need to take to achieve them. Regularly review and update your action plan to adapt to changing circumstances.

    Remember, a SWOT analysis is a tool for self-reflection and personal development. It can help you gain insights into your current position and make informed decisions about your future goals and strategies.

    Do companies do SWOT analysis?

    Yes, companies often conduct SWOT (Strengths, Weaknesses, Opportunities, and Threats) analysis as part of their strategic planning process. A SWOT analysis helps companies identify their internal strengths and weaknesses, as well as external opportunities and threats in the market. This analysis enables organizations to develop a better understanding of their competitive position, make informed decisions, and create effective strategies to achieve their goals.

    What are some examples of opportunities in a SWOT analysis?

    Some examples of opportunities in a SWOT analysis include:

    1. Emerging markets: Expanding into new and growing markets can present opportunities for a company to increase its customer base and revenue.

    2. Technological advancements: Incorporating new technologies or utilizing existing technologies in innovative ways can provide opportunities for improved efficiency, cost savings, and competitive advantage.

    3. Changing consumer preferences: Identifying shifts in consumer preferences and adapting products or services accordingly can help a company gain a competitive edge and attract a larger customer base.

    4. Strategic partnerships: Collaborating with other organizations or forming strategic alliances can open up opportunities for shared resources, knowledge exchange, and expanded market reach.

    5. Changes in regulations or policies: Government regulations or policies that support or favor certain industries or practices can create opportunities for companies to enter new markets or expand their operations.

    6. Economic trends: Positive economic conditions, such as increased consumer spending or a growing GDP, can create opportunities for businesses to expand and increase profitability.

    7. Market gaps: Identifying unmet customer needs or gaps in the market can present opportunities for companies to develop new products or services that cater to those needs.

    8. Mergers and acquisitions: Acquiring or merging with other companies can provide opportunities for increased market share, access to new technologies or markets, and cost synergies.

    It is important to note that opportunities can vary depending on the industry, market conditions, and specific circumstances of a company.

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