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Douyin Restructures for SME Focus

Douyin Restructures for SME Focus

Douyin Life Services underwent a major org restructure, splitting into online teams for large merchants (GMV > RMB50k/month) and offline regional teams for SMEs (< RMB50k). The shift prioritizes ground penetration for small stores to boost supply, redemption rates, and compete with Meituan. 2025 GMV hit 8600亿, targeting 1.3万亿 in 2026 to surpass Meituan.

36氪MediaApr 2#org-restructure#sme