This document provides information about TikTok, including its history, business model, financial performance, competition and secret sauce. It was founded in 2016 as Douyin in China and launched internationally as TikTok in 2017. It has been highly successful, becoming one of the top apps in China and globally. Through mergers with Musical.ly and other apps, it focuses on short video and live streaming content. Advertising and in-app purchases are its main revenue sources.

1. Tianchi Zhang
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in
China
inin

2. Tianchi Zhang
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3. Tianchi Zhang
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Record Wonderful Life
Dou Yin

4. Problem
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Phones getting larger
Fragmented time
Eager of being a star

5. Problem
Tianchi Zhang
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Phones getting larger
Fragmented time
Eager of being a star

6. Problem
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Phones getting larger
Fragmented time
Eager of being a star

7. Product
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Vertical
Short video
& Live streaming
Phones getting larger
Fragmented time
Eager of being a star

8. Product
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Vertical
Short video
& Live streaming
Easy to shoot
Easy to share
Easy to watch

9. Persona 1
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Username: Xiaolongbaoshizhimao
17-year old, Nanning
Student
Owner of three cats
Trapped at home due to coronavirus
and want to show her cat1, cat2 and cat3
Words on the screen shot:
Stay at home all day
@⼩笼包是只猫
@TikTok China

10. Persona 2
Username: Youyazi
25-year old, Guilin
Bank employee
Unmarried
Lying on the bed
but don’t want to sleep
Tianchi Zhang
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11. Screenshots
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Vertical
Short video
& Live streaming
Words on the screen shot:
Total coronavirus cases 63851
Cure 6723
Death 1380
@⼈⺠⽹
@TikTok China

12. Tianchi Zhang
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Vertical
Short video
& Live streaming
Words on the screen shot:
Annual depreciation amount =
depreciable amount / expected
useful life
@跟我学会计
@TikTok China
Screenshots

13. Tianchi Zhang
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Vertical
Short video
& Live streaming
Words on the screen shot:
Hi China, let’s fight through this
together. Jiayou!
@JustinBieber
@TikTok China
Screenshots

14. History
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Douyin launch
TikTok launch
“Celebrate small success”
musical.ly merge in
Huoshan merge in
Sep 2016
May 2017
ByteDance
Yiming Zhang
Jan 2020

15. History
Tianchi Zhang
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Douyin launch
TikTok launch
“Celebrate small success”
musical.ly merge in
Huoshan merge in
Sep 2016
May 2017
May 2018
Aug 2018
Jan 2020

16. History
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Douyin launch
TikTok launch
“Celebrate small success”
musical.ly merge in
Huoshan merge in
Sep 2016
May 2017
May 2018
Most download in global
App Store, 2018Q1

17. History
Tianchi Zhang
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Douyin launch
TikTok launch
“Celebrate small success”
musical.ly merge in
Huoshan merge in
Sep 2016
May 2017
May 2018
Aug 2018
Jan 2020

18. History
Tianchi Zhang
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Douyin launch
TikTok launch
“Celebrate small success”
musical.ly merge in
Huoshan merge in
Sep 2016
May 2017
May 2018
Aug 2018
Jan 2020

19. Business
model
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Words on the screen shot:
Game name: Tofu Girl
@⼩蛋糕🍰
@TikTok China
Advertisement
In-app purchase

20. Business
model
Advertisement
In-app purchase
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Words on the screen shot:
Run to moon: 19999 coins
Disco: 4999 coins
@浪笔⼩新
@TikTok China

21. Financial Info
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22. What’s HOT
Photo & Video:
#1 in top grossing list
#1 & #5 in free download list
All categories:
#4 in top grossing list
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23. Competition
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Tik Tok Kuai Shou
Start Short Video 2016 2012
DAU > 0.4 billion > 0.3 billion
Target Revenue > $7 billion > $5 billion
Core Users Live in larger city Live in smaller city
Core Value Record Wonderful Life Record world, Record you

24. Competition
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At least 15 similar apps
with similar function
but minor market share

25. Prediction
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S U C C E S SS U C C E S SS U C C E S S

26. Secret Sauce
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Top 3 Internet technology company in China
Top recommender system

27. Secret Sauce
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28. Secret Sauce
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Jianying
Official editor of TikTok
Easy-to-use video editing

29. Reference
• https://www.tiktok.com/en
• https://www.douyin.com/
• https://bytedance.com/en
• https://sensortower.com/ios/rankings/top/iphone/china/photo-video?locale=zh-
CN&date=2020-02-14
• https://sensortower.com/ios/rankings/top/iphone/china/all-categories?locale=zh-
CN&date=2020-02-14
• https://zhuanlan.zhihu.com/p/89088828
• •https://www.businessofapps.com/data/tik-tok-statistics/#1
• •https://www.tiktokapp.cc/
• •https://www.cnbc.com/search/?query=tiktok&qsearchterm=tiktok
• http://finance.eastmoney.com/a/202001171361172245.html
• https://zhuanlan.zhihu.com/p/53035261
• https://www.guancha.cn/economy/2018_05_08_456113.shtml
• https://zh.wikipedia.org/wiki/%E6%8A%96%E9%9F%B3
• https://zhuanlan.zhihu.com/p/102109591 Tianchi Zhang
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