Bytedance recently announced the reorganization of the company. The new structure consists of six major business units (BUs). One thing that stands out is that the whole domestic 2C business, including short videos, news apps, searches, etc., all fold into BU of Douyin (The Chinese version of TikTok).

Today's Headline, Bytedance's first blockbuster app, has served as the foundation of Bytedance's user account system for a long time. Based on these users, Bytedance has built its content eco-system, search functions and directed traffic to other newly incubated apps. However, Today's Headline's MAU growth has stalled at around 200m for two years; meanwhile, Douyin's MAU has reached 700m with a highly active daily user engagement level. 

In addition to the fantastic user metrics, Douyin has also been growing beyond its original short video functions by adding more features like medium-length video, live streaming, local-life services, social messaging, and so on.

It seems inevitable to position Douyin as the center of Bytedance's domestic 2C business, surrounded by other apps and services. By adding more functions and keeping users engaged, Douyin can foresee more monetization opportunities and eventually becomes a "Super App" like Wechat and Meituan.