Internet influencer Zhang Xuefeng is well-versed in the 'college entrance exam 志愿' business model.

Editor

​

As the national college entrance exam (Gaokao) concludes, Zhang Xuefeng takes the spotlight, capitalizing on Gaokao 志愿填报 services to amass significant profits.

On June 9, 2024, the topic "Zhang Xuefeng's Gaokao 志愿填报 course sells for nearly 20,000 yuan" trended on Weibo's hot search list. It is reported that just before the Gaokao, Zhang's company, Fengxue Weilai, launched Gaokao 志愿填报 services. The service for 2026 Gaokao candidates starts at 8,999 yuan, while the more urgent 2024 Gaokao candidates face higher fees, with the "Dream Card" and "Ultimate Dream Card" priced at 11,999 yuan and 17,999 yuan, respectively.

Editor

​

▲Image source: Fengxue Weilai

Despite the exorbitant prices, the Dream Card and Ultimate Dream Card sold out quickly after being listed, with some parents even accusing Zhang of "artificial scarcity marketing." In response, Zhang's team explained that due to limited teaching resources, the company could only offer a limited number of slots, leading to high demand.

Clearly, unlike most influencers who rely on livestreaming to monetize their IP's "residual value," Zhang Xuefeng has found a unique revenue stream through Gaokao 志愿填报 services, leveraging the inherent information asymmetry in this field.

However, it's worth noting that Gaokao 志愿填报 services are largely labor-intensive, and the limited teaching resources cap the company's scalability.

To expand his business horizons, Zhang has ventured into other areas, which underscores his role more as an IP-driven influencer than an educator.

1

Eight Years as an Influencer: Zhang Xuefeng's "Anxiety" Business Model

Compared to most influencers who rise and fall quickly, Zhang Xuefeng has maintained remarkable longevity online.

In June 2016, a video titled "Seven Minutes Explaining China's 34 985 Universities" went viral. In it, Zhang humorously dissected these prestigious institutions, attracting even non-Gaokao viewers.

Earlier that year, Zhang left his previous job at a 考研机构 to establish Yantu 考研， focusing on guiding students in choosing 考研 majors and schools. In an interview with Boya Tianxia, Zhang admitted that the startup was initially struggling and "on the verge of collapse."

The viral video turned things around, bringing "overwhelming fortune" to Zhang. He became a regular guest on variety shows like "Mars Intelligence Agency," "The Speaker," and "Midnight Gourmet."

However, in recent years, Zhang has shifted his focus from 考研指导 to Gaokao 志愿填报. In May 2021, he founded Fengxue Weilai, developing a set of theories for Gaokao 志愿填报 and pivoting his business accordingly.

Editor

​

▲Image source: Miaoqu Youxue

This shift is largely due to the broader commercial potential of Gaokao, which attracts over 10 million candidates annually, compared to 考研's 4 million. The complexity of the "New Gaokao" system, introduced in 2014, has further fueled demand for 志愿填报 services.

Under the "New Gaokao," students can choose subjects beyond the core three (Chinese, Math, English), making 志愿填报 more complicated and creating opportunities for 校外 services.

With high schools not covering 志愿填报，校外 services have flourished to address this pain point.

Editor

​

▲Image source: iiMedia Research

According to iiMedia Research, China's paid Gaokao 志愿填报 market grew from 130 million yuan in 2016 to 880 million yuan in 2022, a sevenfold increase. To maximize his IP's value, Zhang naturally expanded into this lucrative field.

2

Shocking Remarks: Zhang Xuefeng's Influencer Tactics

As demand for 志愿填报 services surged, many startups entered the fray. Qichacha data shows that from 2014 to 2021, the number of Gaokao 志愿-related companies grew from 31 to 660, with annual growth rates of 30%-90%.

Despite rising competition, Zhang's services command premium prices due to his massive following. On Douyin alone, his two accounts boast over 30 million combined 粉丝。

Unlike most influencers who rely on 直播带货， Zhang monetizes his 粉丝 through high-margin "information gap" services like 志愿填报。

To maintain his 网红 status, Zhang frequently makes controversial statements. For example, in May 2023, he advised parents against letting their children study journalism, saying, "If my child insisted, I'd knock them out and choose another major." This sparked backlash, but Zhang later claimed "overwork" to avoid further controversy.

In another incident, he 贬低文科 as "service industries where you have to 舔 (flatter)." After public outcry, he apologized sarcastically on Weibo.

For Zhang, the truth behind these remarks matters less than the 流量 they generate, which he funnels into his 志愿填报 business.

Recently, he openly stated in a 直播: "Don’t expect a free 连麦 to replace a paid 10,000-yuan 升学规划 session." Clearly, his 直播 are just a means to attract 流量， while 升学规划 is his real cash cow.

3

Expanding the Business Empire

Despite the high prices，志愿填报 services are labor-intensive, low-recurrence, and seasonal. Zhang's "Ultimate Dream Card" is 团队服务， not personally provided by him, highlighting scalability challenges.

His team admits that even with 300 teachers serving 13,000 students annually, demand far exceeds supply in the 600,000-strong market.

To diversify, Zhang has expanded into 教辅图书 and 研学游. For example, his "Peak Journey Youth 研学季" targets 2025/2026 Gaokao candidates, offering 名校 tours and face time with Zhang for 8,999 yuan.

With China's 研学游 market projected to grow at 27.76% annually, Zhang's celebrity status could make this another lucrative venture.

Zhang's pivot from education to 网红-driven businesses like 研学游 underscores his evolution from teacher to 职业网红。

In summary, Zhang Xuefeng may not be the best educator, but he’s undoubtedly a savvy influencer.

Author｜Zhang Yao

Editor｜Hu Zhanjia

Operations｜Chen Jiahui

Produced by｜ZhongMian (ID: ZhongMian_ZM)