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April 4 (NBD) -- Chinese short video platform Douyin is ramping up efforts to build and promote novel/comic content within the APP, reported Tech Planet on Wednesday.

The company recently tested a function called "Douyin Story", which allows internet celebrities or MCN to attach a link to a novel or animation in an online article promotion video. After clicking the label, users can directly enter the interface of the novel or comic book for reading.

In addition, Douyin has set up an entrance called "My Reading" in the personal center, which is similar to an online literature mall, where you can search and read online literature. At present, the entrance is displayed alongside the entrance of Douyin Mall, My Wallet, My Music, etc.

In addition to Tencent-backed China Reading, Baidu Literature, Douyin, and Zhihu, Internet giants have been increasing their content businesses in the past six months. It is not only a way to consolidate their moat, but also to attract new users and extend using time, as well as to grab a share of the ten-billion-level market.

For example, Kuaishou launched its novel APP in September last year, which runs independently. While Tencent Literature vigorously promotes IP visualization, which tries to tap the commercial value of IP through the adaptation of film and television, animation, comics, and other forms. 

Online fiction will become an inevitable "battlefield" of tech giants.