TikTok Shop Bolsters Leadership with Douyin E-Commerce Veteran
ByteDance aims to leverage domestic e-commerce expertise to bolster TikTok Shop's potential
ByteDance has tapped Mu Qing, former VP of Douyin E-Commerce, to lead TikTok Shop. The appointment reflects that the Chinese unicorn is set to ramp up TikTok's marketplace initiate although it faces a potential ban in U.S.
In the new role, Mu Qing will oversee operation of non-apparel category at TikTok Shop and report to the former Southeast Asia head and current S-Project leader Zi Jingxin, who is led by Kang Zeyu, head of TikTok Shop.
TikTok Shop adopts two distinct models to manage its third-party sellers. One is a standard third-party setup, which in the U.S. is currently only available to U.S. citizens - thus effectively excluding Chinese sellers.
The other is "S Project", which enables Chinese merchants to list products on the platform, while TikTok handles all other operational responsibilities. Besides, products under the S Project are divided into apparel and non-apparel categories.
In a restructuring move in May 2021, Douyin E-Commerce reorganized its operations into China and non-China divisions, with Wei Wenwen assuming the role of President. Following this restructuring, Mu Qing reported to Wei Wenwen, who takes over Douyin e-commerce operations in China, while the international business segment is managed by Bob Kang, what we mentioned above as Kang Zeyu.
Kang Zeyu was previously in charge of Helo, an app with a huge user base in India before it faced a ban. Despite setbacks, ByteDance recognized Kang Zeyu's value and moved him to TikTok Shop.
Zi Jingxin, a seasoned ByteDance veteran, joined the company in 2017. Initially spearheading product strategy at Toutiao, she later took the helm at Xuelang as the product leader. Zi's journey continues as she assumed the role of head of TikTok's e-commerce in Southeast Asia, a region where TikTok has seen its most mature growth. Impressively, at its peak, Indonesia alone contributed to 70% of TikTok's e-commerce revenue in the area.
Compared to Kang Zeyu and Zi Jingxin, Mu Qing has more expertise in e-commerce industry.
In 2019, Mu Qing became part of the Douyin Group, focusing on commercial initiatives for small and medium enterprises. A year later, with the launch of Douyin's marketplace, Mu Qing stepped up as one of the original team members, taking a hands-on role in overseeing its e-commerce operations.
While Douyin E-Commerce thrives domestically, Mu Qing now steps into the emerging landscape of TikTok Shop. Insiders say ByteDance aims to leverage domestic e-commerce expertise to bolster TikTok Shop's potential, underscoring its continued optimism despite the challenges it faces in the U.S.