Zhi Ying, vice president and head of content products of Douyin and Xigua Video, has been transferred to TikTok, Douyin’s sister app. She will be responsible for TikTok’s products, content ecology and other businesses, and report to Zhu Wenjia, head of TikTok’s products and technology, local media outlet 36Kr reported on February 1.
Tan Siqi, the person in charge of TikTok user products, Wang Luding, the person in charge of content ecology, and Wang Yinglei, the person in charge of TikTok livestreaming, who originally reported to Zhu Wenjia, will now report to Zhi Ying.
Zhi Ying was born in 1992 and graduated from Tianjin University. Before joining ByteDance, she worked for PricewaterhouseCoopers and Uber. During her tenure at Uber, Zhi was responsible for marketing in China. In 2016, Zhi joined ByteDance and then served as the person in charge of Volcano’s operation and Douyin’s marketing.
In the past two years, Zhi Ying’s work in Douyin has been increasing. In November 2021, Zhi took over the operation and content product department from “Seven”, the former head of Douyin. In the first half of 2022, she took over Xigua Video and, according to a LatePost report, assumed management of “Xingtu”, Douyin’s official commercial platform for influencers, in April 2022.
In fact, since 2022, many high-level employees of Bytedance in China have changed jobs or started to participate more in TikTok’s business. In December 2022, Chen Xi, the former head of Toutiao, ByteDance’s content discovery platform, was transferred to TikTok’s e-commerce business. Han Shangyou, the current head of Douyin, was previously nominated by executives as the head of one of TikTok’s businesses. Zhou Sheng, the former head of commercial products at ByteDance, will only be responsible for TikTok’s commercial products and ad network named “Pangolin”.
For ByteDance, in 2023, the whole company will focus more on its overseas business. TikTok appears to be an imaginative business with plenty of investment behind it. According to data released by Apptopia, a market research organization, TikTok topped the list of the top ten global application downloads in 2022 with 672 million downloads.