ByteDance's reconstruction ability

Reconfiguration ability refers to the ability to redeploy and reconfigure the organizational structure of assets. Reconfiguration ability can be summarized into two forms: external reconfiguration ability and internal reconfiguration ability. For example, the internal reconfiguration ability is how to better reuse the existing capital, factories, equipment and patents of enterprises, while the external reconfiguration ability is the complementarity and scarcity of resources, technologies or knowledge obtained through strategic alliances and the construction of virtual vertically integrated value chains (Luo Min, Liu Yongjun, 2009). During the epidemic, ByteDance was rebuilt from the inside and outside.

According to the data, ByteDance started with information distribution and content distribution, and its products such as Tik Tok, Today Headline and Watermelon Video occupy the leading position in the field of information and short video. Taking advantage of the east wind of the mobile Internet and the change of user usage trend, it happens to have a share in the traffic pool in the hands of the BAT Big Three in the domestic Internet field. After getting the most precious traffic on the Internet today, how to realize traffic realization in its own ecology is undoubtedly a short board that ByteDance needs to fill if he wants to become a giant like Alibaba or Tencent.

And ByteDance's goal is in the field of games. In April, 2020, Yan Grant, the head of the game business, published a micro-headline saying that this year, he would continue to recruit more than 1 1,000 people in the game department to meet the research and development needs of multiple game product lines. Since the beginning of this year, ByteDance has increased its efforts to develop self-developed games and issue overseas games. According to informed sources, ByteDance will appoint a senior executive to take charge of its game business alone, so as to solve the problem that its internal game business has no specific jurisdiction for a long time. And this department focuses on heavy games. In addition, ByteDance plans to acquire several game studios and launch heavy games including MOBA and SLG.

Fortunately, in this special Spring Festival in 2020, the game industry achieved the "Great Leap Forward" in less than two months. Listed game companies have repeatedly become popular, and the console game and end-game market have also been boosted to some extent. During the Spring Festival in 2020, several casual games released by ByteDance, such as Master of Brain Hole and My Little Home, all achieved good performance.

Thus, ByteDance's game reconstruction has achieved good results. The reason for ByteDance to do this is to consider its own resources. ByteDance has today's headlines, tiktok, Tiktok and other national media products. , and enjoy a large flow. And games are one of the channels to realize traffic in ByteDance. From the talent recruitment of the game department and the acquisition of the game studio, we can see the vigorous development of the internal game department in ByteDance.

At the same time, ByteDance also actively cooperates with external institutions. ByteDance uses its popular applications, such as Tik Tok, Today Headline, Watermelon, etc. Cooperate with radio and television media to combine the communication advantages of ByteDance with the advantages of radio and television platform, production team and IP. The cooperation mode between ByteDance and radio and television media has experienced a series of evolution. Under the cooperation mode of 1.0, radio and television programs are distributed to new media, such as the traffic sharing mode introduced by ByteDance. After radio and television programs are split, they spread on the internet and get some income through traffic. In the cooperative 2.0 mode, the operation is refined to create a programmatic IP. Television stations can earn income every year according to the number of articles they have on the platform. Cooperation 3.0 mode is to produce new content based on the characteristics of the Internet. Including the creation of vertical IP programs, personal IP programs of industry celebrities and experts, and short video programs derived from large IP programs (Xin Yan, 20 19).

Especially during the epidemic period, ByteDance redistributed resources and cooperated with various institutions to form a new whole with appropriate scale, thus meeting people's demand for cultural consumption during the epidemic period. From February 10, Hubei Provincial Education Resources Public Service Platform, which is headed by Hubei Provincial Department of Education, combined with ByteDance's products, opened the "Home-School Communication" Hubei area, providing free synchronous school teaching services for primary and secondary schools, teachers and students. Students can use ByteDance's media products, such as Today's Headlines, Watermelon Videos and Tik Tok, to complete online learning through various channels and attend classes at home. This may not be very helpful to ByteDance's income, but reaching a friendly and cooperative relationship with cooperative institutions to help Hubei students finish their studies at home has improved the number of users and social prestige of ByteDance to some extent. Through strong cooperation, ByteDance can repair and allocate existing resources and improve its adaptability to the external environment in different ways.