Ladies and gentlemen, thank you for standing by, and welcome to the Kanzhun Limited Second Quarter 2021 Financial Results Conference Call. At this time, all participants are in a listen-only mode. After the speaker's presentation, there will be a Q&A session. Today's conference is being recorded. At this time, I would like to turn the conference over to Ms. Wenbei Wang, Head of Capital Market and Investor Relations. Please go ahead, ma'am.
Thank you, operator. Good evening, everyone. Welcome to our second quarter 2021 earnings conference call. Joining me today are our Founder, Chairman and Chief Executive Officer, Mr. Jonathan Peng Zhao, and our Director and Chief Financial Officer, Mr. Yu Zhang. Before we start, we would like to remind you that today's discussion may contain forward-looking statements, which are based on management's current expectations and observations that involve known or unknown risks, uncertainties and other factors not under the company's control, which may cause actual results, performance or achievements of the company to be materially different. The company cautions you not to place undue reliance on forward-looking statements and do not undertake any obligation to update this forward-looking information, except as required by law. During today's call, management will also discuss certain non-GAAP financial measures for comparison purpose only.
For definition of non-GAAP financial measures and the reconciliation of GAAP to non-GAAP financial results, please see the earnings release issued earlier today. In addition, a webcast replay of this conference call will be available on our website at ir.zhipin.com. With that, I will now turn the call to Jonathan, our Founder, Chairman and Chief Executive Officer.
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Hello everyone, welcome to our first earnings call as a public company. I would like to take the opportunity to express our sincere thanks to our users, employees and investors. Thank you for your trust and support. We will continue to focus on our main business, improve the efficiency of connecting talents to jobs, utilizing the power of technology to deliver user satisfaction by optimizing efficiency, equality and choice.
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We are pleased to report that we have achieved strong results in the second quarter this year. We recorded a total revenue of RMB 1.17 billion, an increase of 173.9% YoY. Our calculated cash billings reached RMB 1.44 billion, with a year-on-year increase of 175.3%. While we maintained our rapid revenue growth, we also achieved positive non-GAAP profitability in this quarter. Our adjusted net income, which excludes share-based compensation expenses, was RMB 248.5 million.
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We believe our quality growth is a result of our efficient business model, continuous enhancement of technology and the superior commercial products, which lead to the expansion of our user base and improved service capabilities. In the past quarter, the average MAU of BOSS Zhipin App reached 30.4 million, a year-on-year growth of 44.5%. The ratio of DAU to MAU is relatively stable, indicates that we have maintained high user growth and activities.
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Now let's take a closer look at our progress at the user level. Overall, in the second quarter, we continue to follow the path to be a platform that covers all industries, user groups, and job categories. From the perspective of job seekers, we further improved our service capabilities and the penetration rate among the white-collar workers and the higher-tier cities by continuing to solidify our competitive advantages. At the same time, we were aiming to expand our coverage in lower-tier cities and the traditional industries. Being the largest group of job seekers, blue-collar workers are our important target users presently, and the main driver of our user growth. The total number of the blue-collar users on our platform keeps increasing steadily.
Due to the low online penetration rate of blue collar recruitment and the different behavioral preference from the white collar users, we have made tailored adjustments and optimizations in aspects such as matching algorithms, job authenticity, user safety and product usability. To better serve our gold collar users, we actively cooperate with headhunters and have made pleasant progress. We have also noticed that in the second quarter, which is typically the beginning of graduation season for college students, a large number of college students joined our platform. Through enhanced and diverse services such as online publicity and live campus recruitment activities, we have become the most preferred online recruitment platform for college graduates.
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On the enterprise user side, we have noticed that more and more enterprises started to attach greater importance to the efficiency and return on investment of the recruitment platform as a result of various factors, including the gradually released recruitment demand brought about by the sustained post-pandemic economic recovery, the increased cost of human resources, and the inverted supply and demand in the talent recruitment market. Thanks to our efficient and cost-effective business model, numbers of our enterprise users maintain a sharp growth trend. As of June 30, 2021, the cumulative number of verified enterprise users reached 14.85 million, with a year-on-year growth of 78.5%. The cumulative number of verified enterprises reached 7.2 million, with a year-on-year growth of 76.1%. For the enterprise user composition, our BOSS population accounted for 65.8% of the whole enterprise users in the second quarter, which remained stable.
It's worth mentioning that the proportion of small and medium-sized enterprises has increased to 83.6%, which is closer to China's overall enterprise size ratio. This further proves that for the massive number of small and medium-sized enterprises in China, direct chat between enterprise managers and job seekers is inconsistent with their demands. We will provide even better service for a greater scale of small and medium-sized enterprises by further studying their recruitment needs and characteristics. We also aim to actively expand into traditional industries such as manufacturing and finance, while maintaining and strengthening our advantages in the industries we already well covered, like internet, technology and urban services.
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In terms of our R&D capability, we continue to iterate our main app by every two to three weeks to optimize functions such as recruitment and job seeking, information display and management, bulk messaging, and video interviews, aiming to improve our user experience and encouraging their engagement. As a technology-driven company, technology capabilities are core to our competitiveness, and we have been continuing to invest heavily in acquiring talents. As of June 30th, we had an R&D team with more than 1,000 employees. In terms of algorithms, on top of continuous pursuit of improving matching accuracy, we also pay a great deal of attention to delivering customized and fair recommendation results to enable more long tail job seekers and SME enterprise users to be recommended and exposed, and to facilitate as many users as possible to engage and fulfill their demands on our platform, ultimately improving user interaction and satisfaction.
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As for our operations, we continue to improve and refine our operational capabilities in detailed categories. We are also conducting in-depth research and optimization for position classification of job categories in specific industries. At the same time, we have made significant investment in platform security. Our offline security and review teams have covered 50 cities in China. In each covered city, our team is able to arrive at the recruitment location within two hours after receiving users' complaints, and we plan to further expand our city coverage in the future. Security of job seekers is the cornerstone of our platform's operation. Platform security and authenticity of job information have always been a crucial obstacle hindering the online penetration of blue-collar recruitment and job seeking in the past.
In coordination with the expansion of our blue-collar business, we have made a series of security upgrades to further consolidate the infrastructure of our platform.
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We continue to improve the sales capability and expand the geographic coverage of our direct sales team. In the second quarter, we established new branches in Foshan and Dongguan, bringing our total number of branches to 25. At the same time, we focused on strengthening the professional competency training for our sales force and improving the efficiency of individual sales personnel. As for marketing, we continue to implement dedicated marketing strategies for user acquisition through both brand advertising and online traffic. We were honored to have been appointed as the official human resource supplier for the Beijing 2022 Winter Olympics. As a result, underpinned by our strengthened economies of scale, we continue to see significant improvement in the marketing promotion efficiency, which Phil, our Chief Financial Officer, will discuss this later in more details.
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Now let me spend some time to talk about the cybersecurity review that everyone is caring about. As we previously announced, the company is currently actively cooperating with the Cyberspace Administration of China on the cybersecurity review. At the same time, the company is conducting its own self-examination and rectification program, focusing on security and user privacy protection in accordance with the latest national laws and regulations such as the Data Security Law and Personal Information Protection Law. In compliance with regulatory requirements, our new user registration remains suspended on our BOSS Zhipin App, which will to some extent impact the company's user growth and revenue. We firmly believe that the regulations are necessary to regulate the industry and protect the users, and will ensure the long-term sustainable growth of the industry and the company.
Given the current circumstances, we make more efforts to better serve our existing users. Meanwhile, we fully cooperate with review teams work in the hope of completing the process earlier. However, the company does not yet have a clear timetable for either the completion of reviewing or when shall we be able to resume new user registrations.
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Finally, to summarize, China's online recruitment market still has ample room for its sustainable development, and a considerable number of job seekers and recruiters have not started to use online recruitment services. The existing service offering and the value provided to customers have yet to be fully explored. As a new generation of online recruitment, we are adopting an innovative model by combining the recommendation, direct chat, and mobility with our dedication to the concept of user satisfaction first. We will continue to invest in technology, enrich our product offering, and enhance our service capability penetrate into more industries and regions. Although there are some fluctuations in the short term external environment, fundamentally, our business model remains effective and will be further demonstrated.
We are full of confidence in the future growth potential and believe that we can continue to provide fair, valuable and more efficient service to nearly 600 million workers and 40 million enterprises, especially small and medium-sized enterprises and those long tail workers in China.
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With that, I will turn to our Chief Financial Officer and Director, Phil, for the review of our financials. Thank you.
Thanks, Jonathan and Wenbei. Hello, everyone. Thank you for joining our earnings call today. I would like to give a brief overview of our second quarter 2021 financial results, and then I will discuss our outlook for the third quarter. Before I begin, please note that all amounts are all in RMB and all comparisons are on a YoY basis unless otherwise stated. We continued to achieve robust operational financial growth in the second quarter this year. Our calculated cash billings increased by 175.3% to RMB 1.44 billion. Our total revenues increased by 173.9% to RMB 1.17 billion in the quarter, beating our target. This rapid revenue growth was mainly due to the increase of revenue from our online recruitment service, which increased by 174.7% to RMB 1.16 billion, contributing to over 99% of our total revenues.
The increase of revenue from online recruitment service was driven by the strong growth of our paid enterprise customers following the expansion of our user base and enhanced service capabilities. As Jonathan just mentioned, with the recovering of recruitment demand and increasing penetration of online recruitment service, especially for enterprises, together with our innovative model, we have seen rapid growth of our accumulated enterprise users, which grew by over 78.5% to 14.9 million by the end of June 30, 2021. With more enterprise users posting jobs on our platform, more positions became commercially mature enough to be identified as hot position, which we can charge a fee for job posting, which leads to a higher paying ratio. These two factors combined contributing to our strong paid enterprise customers growth, which increased by 135.9% to 3.61 million in the trailing 12 months ended June 30, 2021.
Compared to 1.53 million in the same period ended June 30, 2020. Furthermore, number of our key accounts grew by 146.6% in the trailing 12 months ended June 30, 2021, and leading to a 229.3% growth in revenue from key accounts in this quarter, demonstrating the enhanced ability of serving large enterprises, converting more users to long-term customers, and cross-selling more service to existing paid customers. Now, turn to our cost side. Total operating cost and expenses were RMB 2.59 billion for the quarter. If we exclude share-based compensation expenses, which were RMB 1.66 billion, including our RMB 1.51 billion reward to our core management. Our adjusted total operating cost and expenses were RMB 933.7 million, an increase of 63.1% compared to RMB 572.3 million in the same quarter last year, resulting to a positive adjusted operating income of RMB 239.8 million.
Our gross margin remains stable at 87.7%, with cost of revenue increased by 164.2% to RMB 143.2 million in this quarter. Primarily driven by higher third-party payment processing cost, operational employee related cost, server and bandwidth costs, resulting from increased user base and transaction volume. Sales and marketing expenses increased by 45.8% to RMB 534.2 million in this quarter. Primarily due to our increased sales and marketing employee related expenses, and enhanced brand advertising and customer acquisition activities. Noteworthy, our sales and marketing expenses represented 45.7% of our revenue in this quarter, down by 40 percentage points from 85.9% in the same quarter last year. This decline in sales and marketing percentage demonstrated higher efficiency of our marketing initiatives and is a proof of our strong economy of scale.
During this quarter, our R&D expense increased by 113.7% to RMB 250 million, primarily as a result of increased R&D personnel payroll, other employee-related cost, and share-based compensation. We will continue to invest in R&D talent as one of our core growth strategy, allowing us to maintain our leading technology capabilities, which is the essential of our competitiveness. General and administrative expenses were RMB 1.67 billion for this quarter, mainly resulting from a one-time issuance of Class B ordinary shares to TechWolf Limited, which is a company controlled by our founder as a reward approved by the board before the IPO. Excluding share-based compensation, our G&A expense grew by 68.2% to RMB 83 million this quarter, which was mainly due to the expansion of our G&A team. As a result of the foregoing, our net loss was RMB 1.41 billion in the second quarter.
Excluding share-based compensation, we achieved profitability under the non-GAAP measure. Our adjusted net income in this quarter this year was RMB 246.5 million, compared with adjusted net loss of RMB 143.4 million in the same quarter last year, translating to an adjusted net margin of 21.1% for this quarter, representing a 54 percentage points improvement. This operating leverage was driven by the economy of scale and our continued efforts in increasing efficiency, and also is a proof of our strong network effect. Supported by the strength of our profitability, we recorded the net cash generated from operating activities of RMB 671.2 million in this quarter, compared to net cash used in operating activities of RMB 14.2 million in the same period of 2020. Moving to the balance sheet.
As of June 30, 2021, our cash and cash equivalents and short-term investments were RMB 11.7 billion, compared to RMB 4.5 billion as of December 31st, 2020. The increase was primarily attributable to net proceeds from our successful listing, as well as our growth in operating cash flow in the quarter. Turning to our business outlook for the next quarter. For the third quarter of 2021, we expect our net revenue to be between RMB 1.18 billion and RMB 1.21 billion, representing a year-on-year growth rate of approximately 100% - 105%. As we just discussed, there are still uncertainties regarding the ongoing cybersecurity review and timing to resume new users registration. The impact on our revenue was reflected in the outlook, but still subjected to change. This estimate was based on the assumption that the review will last till the end of September.
In closing, we delivered strong results for our first quarter as a public company, and I would like to thank again to our team, our esteemed users, and shareholders. In spite of the uncertainty of the cybersecurity review, we are still in a fast-growing stage with healthy financial status and improving leverage. Our long-term competence stays unchanged, and the business model remains effective. I'm excited about the coming quarter and looking forward to share our progress with you again. This concludes our prepared remarks. Now, we would like to answer questions. Operator, please go ahead.
Thank you. We will now begin the question and answer session. If you wish to ask a question, please press star one on your telephone keypad and wait for your name to be announced. If you wish to cancel your request, please press the pound or hash key. Please note that there may be a short pause while we collect the questions. Your first question comes from the line of Tian Hou of TH Capital. Please ask your question.
Good evening, management, and happy Friday. Just a couple questions. The first one is, we saw some data about the growing weakness of China economy. Under this kind of circumstances, from your frontline employment activities, what do you see different industry, their employers' confidence level in terms of hiring people? That's number one. Number two, the data security review has been in place for more than a month, and we don't know when this review is going to be lifted. Let's say if the government review is going to last for a while, and during this period, at this point, we can't really obtain the new customer online. What's company's strategy to deal with it, to cope with it, and to get new customer online? That's the two questions. Thank you.
Okay. I can answer your first question first, and our Chief Executive Officer can comment on your second question.
Our business, we have a diversified industry contribution for our business. New economy industries as a whole account for a large portion, but a single industry and single company contribution is low. I think overall, although the macro is not very strong, might be the situation, but we haven't seen such kind of strong signal on our platform. Our business growth is mainly driven by paying users growth. We are still in a stage of seeing structural user increase at this moment. We haven't seen a direct impact from macro, but we will closely monitor. Recently, there are some industries, I think probably some investors you would like to ask a question so I can comment at this time.
Some industries, for example, like education industry, as just one of the new economy industries, just accounts for a small percentage in our total revenue. Education industry, this industry accounting for only mid single digits for our total revenue now. We think any one industry's impact to our business is limited. Regarding the company-wise, some companies, they might got some impact from either macro or either some regulation-related things. We think that because we serve a large number of small and medium-sized companies, so we have a relatively low contribution from top customers. Top 20 customers only account for less than 4% of total revenue. Changes in any single company or as I just mentioned, single industry to our business would be only have a limited impact on our growth trend. That's my answer to your question.
Thank you, Phil.
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Now I will cover the question about. We are under this cybersecurity review. Since July 5th till now, our new user registration was suspended, and this does have impact on our business. This suspension of user registration has impact on our MAU and DAU. Since our large base of existing users can use our app normally, so the MAU for July remains relatively stable, and our DAU to MAU ratio also remains stable, which means that we continue to keep our user activities. In the meantime, we are focusing to better serve our existing customers, which we make a lot of efforts.
On the revenue side, we are also impacted because this suspension was not only for job seekers, but also for enterprise users. Our sales team and customer service team focusing on serving the existing customers. On the professional and in-depth service capability, we conducted some captured training to our teams. The extent of the impact depends on how long the review will last. You can see that we have given guidance for our next quarter revenue, but this is on assumption that this new user registration suspension will last till the end of September. In fact, as an enterprise, we cannot and we should not predict on the timing of this suspension. Since we need to give this revenue guidance, we just make assumption that this will last till the end of September, which we think is appropriate and reasonable.
This has nothing to do with our estimate on when this will resume. This is not something we should do. As your question on what we can do to increase our new users, we cannot do anything about that, because we are not allowed for new user registration, and we are focusing on our existing users. I believe that this suspension of the impact to our business is temporary, and the effectiveness of our business model is not affected in the long run. Lastly, I'd like to emphasize that our whole company is fully cooperating with the review team on their work. That's all for my answers.
Thank you. Thank you. Thank you for the answer.
Your next question comes from Eddy Wang from Morgan Stanley. Please ask your question.
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Thank you for taking my question. I actually have two questions. First is regarding the third quarter guidance. Also, as Jonathan mentioned that this guidance already factoring the suspension of the new user registration till the end of the third quarter. But actually, in my view that the guidance is still quite strong. So Jonathan mentioned that, if you have a focus on the existing users, services and user experience. So basically, I just want to ask, this will reflect in the up of the existing users or will reflect the payout ratio improvement of the overall enterprise users? That's the number one question. And the number two question is that, given the more stringent regulatory environment for the internet or these fast-growing industries like education
We will see more and more the staff or employees from this industry actually looking for new jobs. In the short term, maybe it has some headwinds in terms of the higher demand of these fast-growing companies. How do you think in the longer term, this situation will benefit the overall online recruitment industry? Thank you.
Eddy, I would like to add a little bit of color to the ARPU of the second quarter. Second quarter, our enterprises, like ARPU on our platform, was relatively stable. The revenue growth of our business is mainly driven by the number of enterprises users growth, not the ARPU. This is the situation of the second quarter. Jonathan can comment on your next two questions.
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Okay. I will make supplement to Phil's comments on your first question. Currently our wholesale team and our customer service team are focusing on our existing users. We are continuing to improve our renewal and repurchase rate. This does not just help our current state, this will help us in the long run. Currently we can be more focused on this matter and from a group level, so we can make this strengthening our service capabilities. Regarding your second question for the educational industry, we do have noticed a lot of employees who leave their companies. We have seen in our existing users that the job seekers from the educational industry have been more and more active to looking for jobs. There are two kinds of job seekers in this industry.
First one is standard jobs like technology, products, human resource, G&A and operations, which has some relation to the industry, but not so much. They are more common for every industry, so they are much easier to find a new job. The second type is for the K-12 teachers and coaches. For them, there are two ways. First one, they can go to the institutions who are still opening for teachers, like the school or college. The second one is they can change their job career direction. We have noticed because these companies in the educational industry, they have been recruiting heavily recent years. There are a lot of junior workers, like fresh graduates or newly graduated for one to two years in recent years. They are more flexible in job seeking.
My observation is that they can emerge quite well and are still living well. The situation on our platform is there are still a certain number of job seekers, but they are emerging into the overall job seeker group quite well and looking for a future. As the overall educational sector accounted for a quite small number of our overall user base, we didn't observe any very obvious impact to our overall industry. It's just a melting and emerging situation. They are doing increasing their activities. That's my answer to your second question.
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Thank you.
Your next question comes from Piyush Mubayi of Goldman Sachs. Please ask your question.
Thank you, Jonathan, Phil, Wenbei. If I can just go through the business as it's been performing, your guidance of CNY 1.2 billion for the third quarter is strong despite the CAC review. I wonder if you could take us through the drivers that you're observing, and what the risk/reward around that number is. Can it slow down from here if COVID was to pick up or any other event were to happen? Or would it accelerate as you go through potentially a slowdown in the economy, based on what you've observed through the early part of 2020? My second question is on your deferred revenue, which is CNY 276 in terms of the change. It points to a slowdown, the first slowdown we are observing after three quarters of an acceleration in the number. Could you just help us understand what's going on there?
The third question centers around how well you've managed costs in the second quarter. I wondered, given the outlook for the third quarter, would you be running a sales and marketing expense line that's as tightly managed as you were running it in the second quarter, so that the focus remains on what is necessary in the quarter thereafter from a cash perspective? Thank you.
Okay, thank you for your question. I should answer your second question first. Sorry, what's your second question?
It's on the deferred. Sorry, the second one is on.
The deferred revenue, yes. Sorry, the deferred revenue. The changes of deferred revenue was mainly a seasonality issue. Normally, our second quarter, in terms of the cash revenue, cash collected from business, is low. The lower conversion rate or lower percentage as the GAAP revenue to the calculated cash billings, that ratio basically is related to the seasonality. At least for the second quarter, we are still seeing healthy cash revenue growth. We didn't see any slowdown with our cash revenue changes. This is the second question. Your first question regarding for the overall guidance. I think, it's already by the end of August. We believe that we have a certain level of visibility of August, the whole month. We have already completed July.
Basically we only have one month is ahead of our growth. Basically, we have certain level of confidence of our business growth in third quarter, no matter what happens in the third month of this quarter. This is our rationale to do the forecast. We think that we try to be conservative with our numbers. All of the numbers are still based on some probably extrapolated judgment for the September. This is our initial thought, and it's subjected to change. We hope that you can understand, in normal situation, what we can get for the third quarter, so we can give you some kind of sense to the numbers that we can have in third quarter. It's better than we don't mention anything about our third quarter and the cybersecurity review by the regulator.
This is our intention, so I share it with you.
The third question regarding third quarter cost expenses, we think that because we are not allowed to grow our users and our enterprise customers. Our top line in some extent got impacted. As Jonathan just mentioned, we would like to enhance our service to existing enterprise customers, existing job seekers, and by serving them well, we can try our best to have the best we can have with the revenue. This is the revenue. Regarding for the expenses, definitely we would like to have very stringent measures for our various cost items. The largest cost item is marketing and traffic related item. Because we are not allowed to grow our users, so we reduce our user acquisition related marketing activities.
That will balance, because we might not generate enough revenue, but we spend less in third quarter. Generally speaking, we hope that we can control the third quarter margin and we can deliver a solid third quarter results. Let's see.
Thank you, and congratulations again.
Thank you.
Your next question comes from Wei Xiong of UBS. Please ask your question.
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Thank you management for taking my questions. First question, I want to ask about the potential impact on the Personal Information Protection Law. Would that potentially impact our operation?
Or is there any adjustment that we need to make that could impact the effectiveness of our matching and recommendation algorithm? Secondly, just want to follow- up on the latest progress in the blue-collar segment recruitment business. If there is any operating data or financial data that management can share, it will be very helpful. If we look at the second half of this year and next year, what are your strategies and some of the operational goals that you could share? Thank you.
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Okay, I will take your first question regarding the Personal Information Protection Law. This is actually not a new regulation, and our understanding that this is constructed based on the Network Security Law and the Data Security Law. This law has its origins. Along the process, we have been strictly following the progress of the laws, and we have been adjusting our boundaries of our app according to our understanding. Before this Personal Information Protection Law came out, we also noticed that there are drafts for comments, and combine it with our work. We sorted out our personal information product apps from various perspectives, such as product, operations, and data security, and continue to updating once again to improving our system and procedures to be more in compliance with these laws.
Next one is about we want to highlight that our app has been attached very great importance to the privacy protection since day one. For example, during our communication between job seekers and enterprises, the switching of resume or contact information has to happen after the counterparty clicked yes, and then they can share the information. We have been insisting on this one for many, many years. On this impact on our recommendation algorithms, we have done a lot of work and studies on that. Since we are collecting user data according to the law, we don't think this will have too much impact on our recommendation results, because the most sensitive data are not used in the algorithms, and have no fundamental impact to our business.
We have been doing our studies and doing our understandings and continuing to improving the user privacy protection, and we do believe these regulations, more strict regulations are good thing to the overall industry and user protection. We will do try our best to be in compliance with the regulations. That's all for my first question.
Regarding the blue collar business. In the quarter, we are seeing faster user growth from both blue collar and white collar segments. Blue collar segment continues to outgrow our white collar business. Among all subsectors related to blue collar, urban service sector grew nicely, with verified enterprise users up by more than 120% YoY. We see good momentum, good progress with our blue collar business. In the second half, we think that we will continue to focus on building foundations of our blue collar recruitment service. We will further optimize our product and service, improve blue collar job seekers' user experience. Because of blue collar job seekers, they have different user preference. We are providing more user-friendly products to them, like simplified mini resume templates.
Algorithms, we are also making blue collar related customization, like in terms of the recommendation, we provide them with business areas related recommendation. Also, to protect blue collar job seekers, we would like to implement stricter platform rules to restrict false information and illegal recruitment activities on BOSS Zhipin. In the second quarter, as Jonathan just talked, we enhanced our own platform security and verification team. All above measures, we think that we will make sure blue collar people, they can have a satisfied user experience, and that will also increase their user stickiness and increase their platform loyalty. In terms of the blue-collar business, the revenue contribution on our platform continues to grow. In second quarter, the revenue from blue-collar business accounts for roughly mid-20s of our total revenue. This is still in an uptrend.
We would like to see in future, growing percentage from blue-collar contribution to our business.
Thank you, management.
Your next question comes from Colin Liu of China Renaissance. Please ask your question.
I'll translate for myself. As you mentioned that there is a very burgeoning growth from blue-collar business market, particularly in the urban blue-collar segment. Apart from that, there is still a very large portion of the market, what we call traditional blue-collar workers from manufacturing or from construction industries. I wonder, going into the second half and the rest of this year, do we have any strategic updates on that part? How can we accelerate growth, particularly towards that part of the business? The second question from me is, while we deepen our penetration across blue-collar market, it's sort of inevitable that the company is going to work with a number of partners. What's the strategy of choosing or working with different kinds of partners? Thank you.
Okay. Thank you for your question. I would like to briefly answer your question, and Jonathan will give you more color about our strategy or our cooperation with agencies for the blue-collar business. Regarding you just mentioned the manufacturing related blue-collar and also maybe construction related blue-collar. I think they are part of a blue-collar market, but we see that the urban service sector is the largest and the fastest-growing segment among all of the blue-collar segments on our platform. We think that because there is a structural trend letting more people come into urban area finding a job. Our app, because our model is very friendly to job seekers and employers, we can serve such kind of groups of people very well. We see that our urban service sector, blue-collar people are our near-term focus.
We also believe that manufacturing, logistic related and also construction related, real estate related, the blue collars, they are also very important, but they are not imminent our focus. We can serve them, we think that the largest proportion of growth might still come from the urban service area. Regarding the cooperation patterns between the urban service blue collar and manufacturing related blue collar are a little bit different. Most of the urban service enterprises users, they come to platform to hire job seekers directly. For manufacturing enterprises, they tend to use agencies to hire blue-collar people from online platforms. That's why we need to cooperate with third-party agencies. We cannot do it by only ourself. Jonathan can comment a little bit with our cooperation with the agencies.
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To answer your questions, you just mentioned the word partner. I'm thinking, because when you are mentioning partner, we are referring to those talent agencies in the manufacturing area. The fact is that, in the massive, huge manufacturing industry in China, there are a lot of agencies that are recruiting people for the enterprises. When there are more ordinary workers come to our platform, we are observing that those agencies come to our platform to find the talents together for the enterprises. That arises the challenge on how to cooperate with those agencies. To find an answer, we find a way so we can show this game from four people, which is job seekers, enterprises, agencies, and platform, to 3%. That means we will stand together firmly with the job seekers.
We will find a way to negotiate with those agencies to find a more clear the game rules. We have done a lot of work to standardize this industry, to protect our users, to protect our ecosystem in effective manner. We are doing a lot of work on this. We will need some time, but our whole team are quite positive on this. We can find effective way to cooperate and to tap further into this manufacturing industries. That's my answer to your question.
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Due to time constraint, that concludes today's question- and- answer session. At this time, I will turn the conference back to Wenbei for any additional or closing remarks.
Thank you once again for joining us today. If you have any further questions, please contact our Investor Relation team directly, or the Piacente Financial Communications. Thank you.
Thank you.
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Thank you. Ladies and gentlemen, that does conclude our conference for today. Thank you.