ByteDance's Pivot Towards Education

The strategic rationale   

 

Earlier in March, Chen Lin, the senior vice president of ByteDance, released a statement explaining in detail the original intention, philosophy and vision of ByteDance for education. In his view, an ideal education product should have the best teachers, and it must achieve breakthroughs in products and technology and as well as in the combination of software and hardware.

According to Chen, ByteDance is currently running a huge hiring campaign for its education business; more than 10,000 people will be recruited by the end of this year. Talents who are interested in breakthrough innovation, globalization and the integration of software and hardware are welcome to join. In 2020, during ByteDance's spring campus recruitment, the education initiative provided more than 1,500 positions for fresh graduates, covering fields such as teaching, research and teaching, products and research and development.

Byte beat brand logo

It is also worth mentioning that, earlier, in his firm's eighth-anniversary letter, Zhang Yiming, the global CEO of ByteDance, stated that education will be his new business direction.

In the past few years, ByteDance has continued to explore the field of education and has successively launched one-to-one foreign education products GoGokid and online tutoring education products for primary and secondary schools, Qingbei Online School. According to informed sources, the current exploration of ByteDance's education business spans pre-K, K-12, adult education for multiple age groups, and the product matrix is rich, covering multiple disciplines and multiple curriculum forms.

Zhang Yiming, once said in an interview: "You shouldn't be in the core business what other companies are devoted, because you don't have a competitive advantage... We should innovate and look at the strategies on businesses and areas that others have not done well, which is also significant for running an enterprise."

ByteDance's content platform Toutiao launched in 2012, over time has changed the way users get the reading content. The algorithm-based recommendation is the core engine of the firm's future development. Specializing in developing AI systems, the company has in-house tech that it can apply to its edtech strategy: behavior-driven predictive recommendation algorithms.

The product mix

ByteDance's education business includes K-12, vocational education, higher education, and competency-based education. Among these, the company invests most heavily in K-12 with two products released and competency-based education. It has also been making attempts to enter the business of educational informatization and hardware. After reviewing existing products, we will figure out ByteDance's potential opportunities.

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