Recently, it was reported that Wu Haifeng and Sun Wenyu, the heads of ByteDance’s big health business unit (Xiaohe Health), have undergone job adjustments. Among them, Wu Haifeng will be transferred to Douyin as the person in charge of Douyin search; Sun Wenyu will be the person in charge of Tik Tok search, reporting to Zhi Ying, who is already the product person in charge of Tik Tok. At present, ByteDance has not responded to this news.

This job adjustment may mean that ByteDance is increasing its investment in the search business. Previously, ByteDance has stated that Douyin search, Toutiao search, etc. will usher in scale expansion plans and gradually achieve a comprehensive upgrade of search functions. Industry insiders predict that ByteDance’s increased presence in the search business is expected to challenge the market position of traditional search engines such as Baidu.