ByteDance, the parent company of TikTok, has taken another significant step in its ongoing mission to reshape the digital landscape in China. The company has launched a new stand-alone app designed to search for short video content published on Douyin, the Chinese counterpart to TikTok. This move positions ByteDance squarely against Baidu, China's reigning internet search giant.
The new app, Douyin Search, became available for download on various domestic Android app stores this week. However, it has yet to make its debut on Apple’s App Store. The app's interface is user-friendly and intuitive, featuring a prominent search bar at the top of the homepage, followed by a series of trending topics. On Thursday afternoon, these topics included “the battle scenes of Black Myth: Wukong,” a nod to the popular Chinese video game released this week, and “Eric Tsang Chi-wai achieved 100 million sales in three hours of live commerce,” referring to the Hong Kong actor's successful live-streamed shopping event on Douyin a day earlier.
Developed by Beijing Douyin Technology, a subsidiary of ByteDance, the app is marketed as “real and reliable,” promising users “strong search and accurate recommendations” drawn from the vast repository of short video content on Douyin. The app is powered by ByteDance’s sophisticated AI-based recommendation system, which has been a key factor in the success of both TikTok and Douyin.
Below the search bar, users will find two columns of curated short videos, offering a snapshot of the most engaging content available. The next tab mirrors the homepage of Douyin or TikTok, allowing users to swipe through videos seamlessly. This design choice ensures that users feel familiar and comfortable navigating the app, leveraging the addictive, swipe-based interface that has become synonymous with ByteDance’s platforms.
Douyin Search represents ByteDance’s fifth attempt to carve out a niche in the search app market. Previous efforts included Toutiao Search, Toutiao Search Lite, Wukong Search, and Shandian Search. Of these, only Toutiao Search Lite remains available for download from major app stores. The main Toutiao Search app has since been revamped into the content community Youshi, while Wukong Search has been transformed into an AI assistant.
ByteDance's latest venture is part of a broader trend among tech giants in China to leverage their dominance in specific domains to challenge Baidu’s stronghold over internet search. In 2016, Alibaba Group Holding, the owner of the South China Morning Post, launched the Quark search engine, further intensifying the competition in this space.
Despite these challenges, Baidu has managed to maintain its tight grip on the internet search market in China. As of July, Baidu held a 52 percent market share, according to StatCounter, a web traffic analytics firm. It was followed by Microsoft’s Bing, 360 Search, and Sogou, with market shares of 32 percent, 7 percent, and 4 percent, respectively.
The launch of Douyin Search is a strategic move by ByteDance to capitalize on the immense popularity of Douyin. By integrating a powerful search function, ByteDance aims to enhance user experience and keep users within its ecosystem for longer periods. The app’s AI-based recommendation system ensures that users receive personalized content, increasing engagement and satisfaction.
Industry experts believe that ByteDance’s latest venture could pose a significant threat to Baidu’s dominance. The integration of search functionality with short video content could attract a substantial user base, particularly among younger demographics who prefer video content over traditional text-based search results. Moreover, ByteDance’s expertise in AI and machine learning gives it a competitive edge in delivering accurate and relevant search results.
The timing of Douyin Search’s launch is also noteworthy. With the recent release of the highly anticipated video game Black Myth: Wukong and the success of live commerce events, ByteDance is capitalizing on trending topics to attract users to its new platform. The app’s ability to surface trending content quickly and accurately could be a key factor in its success.
While it remains to be seen how Douyin Search will fare in the highly competitive search market, ByteDance’s track record of innovation and user-centric design bodes well for its prospects. The company’s ability to adapt and evolve in response to user needs has been a hallmark of its success, and Douyin Search is likely to benefit from this approach.
ByteDance’s launch of Douyin Search marks a significant development in the ongoing battle for dominance in China’s internet search market. With its AI-powered recommendation system, user-friendly interface, and integration with the immensely popular Douyin platform, Douyin Search is well-positioned to challenge Baidu’s supremacy. As the competition heats up, it will be interesting to see how Baidu and other players in the market respond to this new entrant.