Beijing (PingWest)—ByteDance, the parent of short-video app TikTok, announced a standalone edtech brand Dali for the Chinese market on Thursday.

Dali, meaning “forceful strength” in Chinese, will host all the education business of ByteDance and already has 10,000 employees, Dali Chief Executive Chen Lin told a press conference in Beijing.

In March, Zhang Yiming, founder and CEO of ByteDance, announced that the company will focus on developing the online education business. 

"We started to develop interests in the education industry very early on. It's an industry with great innovation potential and social value. The brand independence of Dali Education is just the beginning of a long journey,” the CEO said in a statement released on Thursday.

ByteDance entered into the education sector in 2016 by investing in edtech startups and also developing education products on its own. The company operates a number of education-related apps, from English tutoring to live courses.

On Thursday it also launched a product with an artificial intelligence-based camera that can help parents tutor their kids. Priced between 799 yuan ($119) and 1,099 yuan, it is currently only available in China.

Competition in China's online education industry is extremely intense. An enormous amount of funds flows into marketing to compete for users. Top players, including NYSE-listed TAL, NYSE-listed New Oriental, Tencent-backed Yuanfudao, Baidu-supported Zuoyebang, are struggling to achieve profitability.