Hey, it’s Brady again.
One thing to understand about ByteDance is that it is a sprawling organization. At last count, it had created more than 140 apps (several are no longer live), with some of them offering similar features but different user experiences. One way to read this is that ByteDance is highly experimental. The company’s development teams take a theme and stretch it in different ways, eventually nailing the right blend for maximal stickiness.
Their success stories, as you know, are Toutiao, Douyin, and TikTok. Some of its other apps, like the work collaboration tool Lark and music streaming platform Resso, are also strong contenders in their respective areas.
This all means it’s time for some restructuring. ByteDance now has six arms instead of many thinner limbs. This move largely addresses its operations within China, but for anyone elsewhere in the world, TikTok will be its own unit and manage cross-border e-commerce.
What does that mean for TikTok’s Asia headquarters in Singapore? We don’t know yet, but there’s been a ramp-up in TikTok’s operations in Southeast Asia. TikTok is much more than a rapid-fire format for short videos. It’s an extremely effective channel for selling things.
Anyway, Jiaxing wrote about ByteDance’s new developments. You can check it out here.
Speaking of TikTok, check out the account run by Oasis, our sibling site.
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