How 58’s Mini‑Program Turns Offline Promoters into High‑Value B2B Leads

Industry Situation

Recruitment traffic is increasingly fragmented, making precise acquisition costly; B‑side users are more rational and have longer decision cycles than C‑side users, raising acquisition difficulty and cost.

Product Background

To address these challenges, 58.com’s recruitment B‑side platform sought offline promotion channels. Data showed that offline promoters could reach frontline users comprehensively and acquire potential B‑side traffic at lower cost.

Roles & Relationships

"58 TuiKe" refers to the offline promotion staff under 58.com’s recruitment team. A dedicated mini‑program was built to connect promoters with B‑side merchants, serving as a settlement tool for promoters.

Target Users

Promoters are individuals who can reach merchants, seek extra income, or have spare time. Their profile includes abundant frontline resources, flexible schedules, lower education and income levels, price sensitivity, and low commitment.

Design Direction

The design focuses on four pillars: Safety – trustworthy promotion product; Lightweight – controllable operations and simple flow; Professional – refined management; Efficiency – maximizing resource benefits.

Design Execution

Promoter behavior is divided into four stages: cognition, decision, promotion, and success. Visual design extracts brand elements from 58.com and Zhaocai Mao, merging red, orange, and yellow to convey action, vitality, and desire.

Brand elements are applied to UI components, creating a trustworthy atmosphere. The promotion workflow highlights clear feedback from merchants, using progress nodes and status tags to motivate promoters.

The withdrawal process is streamlined into a card‑style layout, consolidating steps to reduce friction and convey professionalism.

Team & Ranking

Team pages display hierarchical visual flow, emphasizing team earnings, ranking, and competition to boost retention and growth.

Impact

Since launch, the mini‑program has driven exponential weekly growth in new merchant postings, becoming the main force for offline promotion and delivering high‑quality B‑side leads for the platform.